SEO (Search Engine Optimization Techniques): It is a collection of techniques that allows a website to get more traffic from search engines. It is a complex subject and can be confusing with a lot of information, statistics analysing tools being readily available in the market.
Why SEO? It will help improve the traffic for your website. It considers how the website can fare, survive and thrive in a competitive market.
When it comes to choosing a strategy, Questions such as is this the latest tactic? Does it work for all websites? Or just another theory which sounds reasonable and convincing and will surely increase traffic can lead to a lot of confusion and misconceptions. Point to remember while approaching SEO is that it is a subset of marketing. It should fit into your overall plan and cannot be the single factor in your entire marketing plan.
Two main areas are of focus on SEO :
1. On-page SEO: - Changes that we have to make to the website.
2. Off-page SEO: - Work that we have to do separate from the website.
1. Key word Research:-
a. Identify particular terms you want to target.
b. Choose 3 or 4 keywords you would like your website to rank well for. With these keywords the goal is to rank in the top 10 results of the search.
Types of Keywords include:-
1. Broad Keywords:-A broad keyword is one like “shoe” “car” which is generic and difficult to target and rank high for them.
2. Specific keyword:-Contains many adjectives or words that make the search very targeted. Downside is that they receive less deal of traffic (volume of searches).
3. Unique or branded keywords:-These are words specific to your company. It can be company name or brand name that we have to optimise. Although much has changed over the past years when it comes to SEO, the principles of keyword research have remained relatively stable. Tools such as Google Keyword Planner, Ubersuggest Tool etc can be also used to identify and optimise.
Picking a shortlist for Keywords:-
1. Target not more than 2-3 keyword phrases per page.
2. Common mistake by many beginners is to stuff more number of keywords in one single page. This may not result in higher rank more so the page would look like a spam page and the viewer is more likely to skip it.
Page rank , Authority & Link Acquisitions:-
1. When search engines were first developed, they ranked all websites equally and would return results based only on the content and Meta tags the pages contained.
2. At the time, however, the PageRank system would revolutionize search engine rankings by including one key factor: a site's authority.
3. When PageRank first came out, only Google was using the technology, but as other search engines have seen how much it improved Google's accuracy, nearly every search engine has added the PageRank system in to be at least part of their algorithm.
4. The process of increasing your PageRank is directly tied to link acquisition. Link acquisition is getting links from other sites, be it via natural or through link purchasing.
We cover both of these topics in greater detail, and you should read each lesson to learn more about the benefits and drawbacks of each.
2. On-Page SEO:-
Title tag <title tag> :-
1. The first and most important part of your on-page SEO is the title tag.
2. It is one of the Meta tags that can give quality ranking.
Benefits of using optimised title tags:
1. A user while searching for a keyword will see your websites link highlighted.
2. If your page title is same as to the others then a user is more likely to click your highlighted link from the searched list, even if the other page is ranked high user is more likely to click the optimised page
3. This will help the search engine distinguish between similar looking pages.
Header and Bold tags <h1> - <h6>:-
1. Header tags are a great way to help boost your search engine rankings.
2. To make sure your users and the search engines know what your page's subject is. However, as with other search engine strategies, it is important not to stuff too many keywords into these tags.
3. A good rule of thumb is to include no more than 3 or 4 <h1> tags per page, and always have at least a paragraph or two of text between your header tags.
4. A page that consists entirely of header tags looks pretty spammy to search engines, and it isn't very useful to your visitors.
Bold, Italics and emphasis tags:-
1. When mentioning your keywords throughout the page, it’s helpful to put them into italics bold or emphasis to make sure the search engine know.
2. Instead of using a lot of flash animations and CSS tags to format text.
3. Search engines cannot differentiate these easily. You can use basic tag to help out the search engine.
SEO Keyword use:-
Just putting the keywords in your <title> and <h1> tags is not enough. When doing on-page optimization for your selected keywords, there are three things to take into consideration:
1. Keywords Density - How many times is your keyword mentioned on your site? If it's too much, you'll look like a spammer if it's too little, you won't look like a relevant match and the search engines won't consider your site.
2. Keyword Variation - Altering versions of your keywords will help you capture hidden search engine traffic.
3. Similar Keywords - These are closely related topics to your keywords that will aid in the search engines in correctly categorizing your traffic.
SEO Internal Linking of Structure:-
1. It is important to optimise the internal structure and linking of pages in website.
2. Page depth- Page depth refers to the number of required clicks to get to a page from the homepage.
3. Quantity of Internal Links- The more number of internal links you have that point to a certain page, the more important search engines believe that page to be.
4. Quality of Internal Links- Just including a bunch of internal links to an important page is not enough; they also need to be high quality links.For your most important pages, make sure the links they receive have as many of the following criterion as possible:
Other important on-page SEO factors include:
1. Focusing on the long form, content in the 1000-2000+ word range.
2. Targeting topics rather than keywords – building your page around a particular topic or theme rather than on 1 or 2 keywords.
3. Updating your blog frequently, without sacrificing the quality of your content.
3.Off-Page SEO:- Anchor Text:-
Simply getting links from many other websites is not enough for your website to rank well in the search engines. The quality of your anchor text will play a huge factor in ranking your pages for specific keywords, especially competitive ones. Search engines gather data by traveling around the web via links, jumping from page to page. Links are the important for a search engine and are used as key indicators for identifying the topics of the pages they're about to go to. You can also improve the searching by varying the anchor text slightly.
1. Identify your closest competitors and study them. Do a Google search for your most desired keywords, and pay attention to who is showing up in the top 10 results for each.
2. Search Google for your keywords, and do your best to secure links from those sites in the top 100 for your keywords.
Cache Status: -
Does the site have an up-to-date entry inside of Google's cache? You can check by searching Google with the command "cache: example.com". A site that doesn't have an up-to-date cache is often a red flag that there is something wrong with a search engine's ability to find that site.
Age of the Site: -
How long has a site been registered for? Usually, it's best to get links from sites that have been around for more than two years, as search engines tend to be a little less trusting of brand new domains.
1. It is to getting more links to point to your site. We can do this by Get links from sites in your Industry, Have links point to deep URLs on your site, Consider paid links and organic links
Current Developments in SEO:-
1. Mobile SEO:-
With the substantial increase number of users of smartphone, tablet and other hand held devices, it is important to consider the requirements for the website access through these devices .Your website and your content must be optimized with this in mind.
1. Keep in mind the differences in user intent between mobile and desktop users.
2. Make sure that your mobile content loads quickly
3. Tailoring your content to readers who are ‘on the go. Make information available readily.
4. Ensure that all elements of your site are mobile-friendly.
2. Google Authorship:
1. Authorship is also useful for increasing click-through rates when your content shows up in search engine results pages, because your name and head-shot appear next to your content, as shown in the screenshot below.
2. This builds your personal brand, and extends the reach of your content.
3. URL Optimization:
Preference is given to static, keyword-rich URLs.
Following are the best practices for URLs
1. Under 100 characters in length
2. Words separated by hyphens or dashes
3. URLs should include no more than 3 subdirectories
4. If you’re looking to rank for location-based keywords, be sure to include those in your URLs
5. E-commerce sites should append tracking or product numbers at the end of the url .One should certainly not use numbers as a replacement for keywords.