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Search Engine Optimization

A
Amit Solanki

This document provides an overview of search engine optimization (SEO) strategies for improving a website's visibility and traffic from search engines. It discusses the importance of SEO for increasing site traffic and conversion rates. Key SEO elements covered include optimizing page titles, URLs, inbound links, meta tags, on-page content and structure. The document also explains how search engine robots crawl and index websites and provides tips for ensuring bots can access all pages.

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Search Engine Optimization Improving Web Traf鍖c & Page Rank Amit Solanki http://amitsolanki.com
Why do we need SEO Higher ranking in search engine result pages (SERPs) increases site traf鍖c increases perceived relevance increases trust increases conversion rates
Search Engine Optimization
De鍖nition Search engine optimization (SEO) is the process of improving the volume or quality of traf鍖c to a web site from search engines via natural (organic or algorithmic) search results.
Target Audience Humans Search Engines
Page Titles DOS keep it short (only 40-60 characters displayed by search engines) include your keywords include your name/company name unique titles for each page DONT assume slogan does the job excessive repetition of keywords duplicate site navigation
Your Domain/Url contain relevant keywords E.g. go for property.com instead of xyz.com unless xyz is famous plain english and smart url E.g. property.com => delhiproperties.com focus target location E.g. delhiproperties.in
Inbound Links a site without inbound relevant links is a dead site !!! link your site from other sites referral links need to be non-reciprocal do not get into exchange links may be penalized by search engines sites linking to your site google with link:yourdomain
Whois Record Do not hide your whois record search engines may ignore if registrant details cant be seen
Google Page Rank(PR) wait time ~ 3-6 months rank between 1- 6 out of 10 10/10 excellent - very rare
Holding Page recommended during planning and building relevant data with suitable content inbound links reduces wait time to increase google PR
Meta Tags Important in cases where no html, all 鍖ash based sites searches your site using your url not keywords when off page factors make your site relevant match for a search but no exact match is found on your sites text less sophisticated search engines use description tag as a workaround for their inability to display snippets search engines display about 150 chars. in description listing - lot of space
Meta Tags hidden tag keep it informative pair it with page title - dont repeat include your keywords - dont overdo make it unique - similar to page titles
Meta Tags four valid attributes content - only required attributes http-equiv name scheme Examples <meta http-equiv="Content-Type" content="text/html" /> <meta name="keywords" content="villa,plots,鍖ats" /> <meta name="description" content="A place to buy/sell/rent all types of residential and commercial properties" /> <meta name="robots" content="nofollow" />
Category/Product URLs Sensible inner page urls E.g. delhiproperties.in/property123.html delhiproperties.in/residential/3bhk-鍖at-at-patel-nagar.html
Other SEO Strategies swap out less-effective generic terms for keywords on a case-by-case basis make sure your company name exists in text form once on every page include keywords in links wherever possible add keyword-rich captions to photos add a keyword-rich tagline at the bottom of the page add keywords to page headers
Robots aka bot, webbot, crawler, spider
Robot Walkthrough Reasons why robot may not index your page cant follow links created by fancy drop down, JS use text links on all pages to connect to home/landing page no standalone landing page built in 鍖ash on iframe too much info asked from visitors eliminate excessive requirements such as cookies robots doesnt have javascript
Robot Walkthrough Reasons why robot may not index your page server outage interrupted indexing get a reliable host and setup monitoring services site is too big robots do not index all pages add links not more than two clicks away from homepage meta tag to keep away bots <meta name="robots" content="noindex" /> site penalized for violating search engine guidelines
Robots Exclusion Standard Also known as Robots Exclusion Protocol or robots.txt protocol allows all robots to visit all 鍖les User-agent: * Disallow: speci鍖c robot to keep out of a directory User-agent: BadBot Allow: /pro鍖les/default.html Disallow: /pro鍖les/ Crawl-delay: 10 Sitemap: http://delhiproperties.in/news/sitemap_index.xml
References Search Engine Optimization: An Hour a Day, 2nd Edition, Wiley Publishing, Inc http://www.webstore.co.uk/document.aspx? id=GoogleTips.htm
Thanks Amit Solanki amitkssolanki@gmail.com

More Related Content

Search Engine Optimization

  • 1. Search Engine Optimization Improving Web Traf鍖c & Page Rank Amit Solanki http://amitsolanki.com
  • 2. Why do we need SEO Higher ranking in search engine result pages (SERPs) increases site traf鍖c increases perceived relevance increases trust increases conversion rates
  • 4. De鍖nition Search engine optimization (SEO) is the process of improving the volume or quality of traf鍖c to a web site from search engines via natural (organic or algorithmic) search results.
  • 6. Page Titles DOS keep it short (only 40-60 characters displayed by search engines) include your keywords include your name/company name unique titles for each page DONT assume slogan does the job excessive repetition of keywords duplicate site navigation
  • 7. Your Domain/Url contain relevant keywords E.g. go for property.com instead of xyz.com unless xyz is famous plain english and smart url E.g. property.com => delhiproperties.com focus target location E.g. delhiproperties.in
  • 8. Inbound Links a site without inbound relevant links is a dead site !!! link your site from other sites referral links need to be non-reciprocal do not get into exchange links may be penalized by search engines sites linking to your site google with link:yourdomain
  • 9. Whois Record Do not hide your whois record search engines may ignore if registrant details cant be seen
  • 10. Google Page Rank(PR) wait time ~ 3-6 months rank between 1- 6 out of 10 10/10 excellent - very rare
  • 11. Holding Page recommended during planning and building relevant data with suitable content inbound links reduces wait time to increase google PR
  • 12. Meta Tags Important in cases where no html, all 鍖ash based sites searches your site using your url not keywords when off page factors make your site relevant match for a search but no exact match is found on your sites text less sophisticated search engines use description tag as a workaround for their inability to display snippets search engines display about 150 chars. in description listing - lot of space
  • 13. Meta Tags hidden tag keep it informative pair it with page title - dont repeat include your keywords - dont overdo make it unique - similar to page titles
  • 14. Meta Tags four valid attributes content - only required attributes http-equiv name scheme Examples <meta http-equiv="Content-Type" content="text/html" /> <meta name="keywords" content="villa,plots,鍖ats" /> <meta name="description" content="A place to buy/sell/rent all types of residential and commercial properties" /> <meta name="robots" content="nofollow" />
  • 15. Category/Product URLs Sensible inner page urls E.g. delhiproperties.in/property123.html delhiproperties.in/residential/3bhk-鍖at-at-patel-nagar.html
  • 16. Other SEO Strategies swap out less-effective generic terms for keywords on a case-by-case basis make sure your company name exists in text form once on every page include keywords in links wherever possible add keyword-rich captions to photos add a keyword-rich tagline at the bottom of the page add keywords to page headers
  • 17. Robots aka bot, webbot, crawler, spider
  • 18. Robot Walkthrough Reasons why robot may not index your page cant follow links created by fancy drop down, JS use text links on all pages to connect to home/landing page no standalone landing page built in 鍖ash on iframe too much info asked from visitors eliminate excessive requirements such as cookies robots doesnt have javascript
  • 19. Robot Walkthrough Reasons why robot may not index your page server outage interrupted indexing get a reliable host and setup monitoring services site is too big robots do not index all pages add links not more than two clicks away from homepage meta tag to keep away bots <meta name="robots" content="noindex" /> site penalized for violating search engine guidelines
  • 20. Robots Exclusion Standard Also known as Robots Exclusion Protocol or robots.txt protocol allows all robots to visit all 鍖les User-agent: * Disallow: speci鍖c robot to keep out of a directory User-agent: BadBot Allow: /pro鍖les/default.html Disallow: /pro鍖les/ Crawl-delay: 10 Sitemap: http://delhiproperties.in/news/sitemap_index.xml
  • 21. References Search Engine Optimization: An Hour a Day, 2nd Edition, Wiley Publishing, Inc http://www.webstore.co.uk/document.aspx? id=GoogleTips.htm