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Title: digital marketing certification course in calicut


1
ISTP Technologies
  • SEO Digital Marketing
  • Module 1 SEO

2
  • Search Engine Optimization

3
Search Engine
  • A program that searches for and identifies items
    in a database that correspond to keywords or
    characters specified by the user, used especially
    for finding particular sites on the World Wide
    Web.
  • Ex Google, yahoo, Bing etc

4
SEO (search engine optimisation)
  • SEO is the process of improving the volume or
    quality of traffic to a web site from search
    engines via search results.
  • SEO aims to improve rankings for relevant
    keywords in search results
  • Search engine optimization is the term used to
    describe a set of processes that aim in
    optimizing a website for search engines. 

5
Types of SEO
  • White hat SEO
  • Black hat SEO

6
White hat SEO
  • refers to the use of techniques and strategies
    that target a human audience opposed to a search
    engine.
  • Techniques that are typically used in white hat
    SEO include using keywords, and keyword analysis,
    doing research, rewriting meta tags in order for
    them to be more relevant, backlinking, link
    building as well as writing content for human
    readers.
  • Those who use white hat SEO expect to make a
    long-term investment on their website, as the
    results last a long time.

7
Black hat SEO
  • refers to techniques and strategies used to get
    higher search rankings, and breaking search
    engine rules.
  • Black hat SEO focuses on only search engines and
    not so much a human audience. Black hat SEO is
    typically used by those who are looking for a
    quick return on their site, rather than a
    long-term investment on their site.
  • Some techniques used in black hat SEO include
    keyword stuffing, link farming, hidden texts and
    links, and blog content spamming.
  • Consequences of black hat SEO can possibly result
    in your site being banned from a search engine
    and de-indexed as a penalization for using
    unethical techniques.

8
Grey hat SEO
  • the practice of tactics/techniques which remain
    ill-defined by published material coming out of
    Google, and for which reasonable people could
    disagree on how the tactics support or contrast
    with the spirit of Googles published guidelines.

9
Search Engine Results Page (SERP)
  • A search engine results page (SERP) is the page
    displayed by a search engine in response to a
    query by a searcher.
  • The main component of the SERP is the listing
    of results that are returned by the search
    engine in response to a keyword query,
  • Although the page may also contain
    other results such as advertisements.

10
How search engine listing work
  • Search engines have two major functions
  • crawling
  • building an index,
  • Then providing search users with a ranked list of
    the websites they've determined are the most
    relevant.

11
Crawling
  • When Google visits your website for tracking
    purposes. This process is done by Googles Spider
    crawler.
  • In the SEO world, crawling means following your
    links and crawling around your website. When
    bots come to your website (any page), they follow
    other linked pages also on your website.
  • After crawling has been done, the results get put
    onto Googles index (i.e. web search).

12
Indexing?
  • Indexing is the process of adding webpages into
    Google search.
  • Depending upon which meta tag you used (index or
    NO-index), Google will crawl and index your
    pages. A no-index tag means that that page will
    not be added into the web searchs index.

13
Queries Keyword
  • Queries are related with the users i.e. those who
    want to search something on the web. So, they
    will open any search engine and will type about
    what they want to search
  • The keyword is a specific word that users are
    looking for on the web. In the above example, a
    user wants to know about best hotel so that is
    your keyword.

14
Queries v/s Keyword
15
SEO keywords
  • Your SEO keywords are the key words and phrases
    in your web content that make it possible for
    people to find your site via search engines.
  • A website that is well optimized for search
    engines "speaks the same language" as its
    potential visitor base with keywords for SEO that
    help connect searchers to your site.

16
Process of seo
  • On page seo
  • Off page seo

17
On page seo
  • On page optimization refers to all measures that
    can be taken directly within the website in order
    to improve its position in the search rankings.
  • Examples of this include measures to optimize the
    content or improve the meta tags

18
On page seo
  • Title tags
  • Meta tags
  • ALT tags
  • Header(H1,H2) tags
  • URL Structure
  • Image Optimization
  • Content

19
Title tag
  • Use targeted keywords/phrase towards the
    beginning of Title tag.
  • No spelling and grammatical mistake.
  • Keep length limit to 50 - 60 Characters only with
    spaces.
  • Try to avoid Stop Words.
  • Syntax

lttitlegtISTPlive Digital Marketinglt/titlegt
20
Title tag
21
Meta tags
  • Meta tags are snippets of text that describe a
    pages content the meta tags dont appear on the
    page itself, but only in the pages code. We all
    know tags from blog culture, and meta tags are
    more or less the same thing, little content
    descriptors that help tell search engines what a
    web page is about.
  • Syntax

ltmeta name"description" content"ISTPlive is a
complete solution for organizations to outperform
their competitors and to grow their business in
leaps and bounds"gt
22
Meta charset
  • The meta content type tag is used to declare the
    character encoding of a website.
  • Syntax
  • UTF-8 is a compromise character encoding that can
    be as compact as ASCII (if the file is just plain
    English text) but

ltheadgt   ltmeta charset"UTF-8"gt lt/headgt
23
meta description
  • Its a short description about your page content.
  • unique description for every page.
  • Put your main keywords first.
  • Add unique relevant meta keyword .
  • Use your targeted keyword in the meta tags
  • limit the length to 155 - 160 characters.

ltheadgt ltmeta name"description" content"This is
an example of a meta description."gt lt/headgt
24
Meta keyword
  • Meta Keywords are comma separated words that
    describe the context of a web page in short one
    or two word phrases.
  • ltmeta name"keywords" content"seo, search engine
    optimisation, search engine optimization, search
    engine ranking"gt

25
Meta author
  • Meta elements are typically used to specify page
    description, keywords, author of the document,
    last modified, and other metadata.
  • The metadata can be used by browsers (how to
    display content or reload page), search engines
    (keywords), or other web services.
  • ltmetaname"author" content"John Doe"gt

26
Meta viewport
  • A viewport controls how a webpage is displayed on
    a mobile device.
  • Without a viewport, mobile devices will render
    the page at a typical desktop screen width,
    scaled to fit the screen.
  • a viewport gives control over the page's width
    and scaling on different devices

27
Meta robots
  • Meta tag tell robots not to index the content of
    a page, and/or not scan it for links to follow.
  • lttitlegt...lt/titlegt ltMETA NAME"ROBOTS"
    CONTENT"NOINDEX, NOFOLLOW"gt lt/headgt

28
Off page seo
  • Link Building
  • Blog Submission
  • Directory Submission
  • Social Bookmarking
  • Classifieds Submission

29
Off page seo
  • Off page SEO refers to techniques that can be
    used to improve the position of a web site in the
    search engine results page (SERPs). 
  • off-page SEO happens outside the site. If you
    write a guest post for another blog or leave a
    comment, youre doing off-page site promotion.

30
Link Building
  • Link building refers to the process of getting
    external pages to link to a page on your website.
    It is one of the many tactics used in search
    engine optimization (SEO).

31
Blog Submission
  • Blogging is one of the most advanced methods of
    boosting traffic and linking power to your
    website. Blogs are naturally pre-optimized link
    magnets for search engines

32
Directory Submission
  • Directory submission in SEO is process of
    submitting our website URL on various
    business directories or web directories to create
    backlinks. Backlinks are used by search engines
    to improve ranking. If you have more backlinks to
    your website from relevant websites, ranking of
    your website will improve

33
Social Bookmarking
  • Social bookmarking is a web technology that is
    used to store, organize and share
    the bookmarks of the websites. Social
    Bookmarking has become very popular recently.
    The bookmarked websites can be held private or
    shared publicly. You can share your favorite
    links with your friends, colleagues or family
    members.

34
Classifieds Submission
  • classified is kind of online advertising, you can
    create a new ad with your proper address and
    submit on good classified sites
  • In simple terms, the ads that you see on
    newspapers which can also be found on online
    magazines, news portals etc. classified ads can
    help you boost your products or blogs exposure
    at a cheaper cost, they usually cost you really
    cheaper when compared to other marketing
    strategies.

35
Social Media Plugins
  • Social media plugins are easy ways of sharing
    content with other people via social media
    platforms. The most common way is a Share or Like
    button.
  • With plugins for major platforms, our social
    media share buttons are easy to install, with no
    code required. Create facebook, twitter and
    pinterest share buttons in seconds.

36
Embedding map to website
  • Adding business to Google/mybussiness to register
    business on Google which can be embedded to your
    website

37
  • Web Hosting

38
Domain name
  • A domain name is your website name.
  • A domain name is the address where Internet
    users can access your website.
  • A domain name is used for finding and
    identifying computers on the Internet. Computers
    use IP addresses, which are a series of number.
    However, it is difficult for humans to remember
    strings of numbers. Because of this, domain names
    were developed and used to identify entities on
    the Internet rather than using IP addresses. 

39
Hosting
  • Web hosting is a service that allows
    organizations and individuals to post a website
    or web page onto the Internet.
  • A web host, or web hosting service provider, is a
    business that provides the technologies and
    services needed for the website or webpage to be
    viewed in the Internet.
  • Websites are hosted, or stored, on special
    computers called servers. 

40
How hosting works
  • When Internet users want to view your website,
    all they need to do is type your website address
    or domain into their browser.
  • Their computer will then connect to your server
    and your webpages will be delivered to them
    through the browser. 

41
ftp and filezilla
  • FTP is used to transfer files between computers
    on a network. You can use FTP to exchange files
    between computer accounts, transfer files between
    an account and a desktop computer, or access
    online software archives.
  • FileZilla is a very popular FTP client and is
    used by webmasters from all over the world. In
    this tutorial we will show how to manage your web
    site files throughFileZilla.

42
Working on seo project bim host project using
filezilla
43
  • Working with Google Analytics

44
Google Analytics
  • Google Analytics is an online Google platform
    that generates detailed statistics about a
    website's traffic and traffic sources and
    measures website conversions and sales.

45
Things Can Do With Google Analytics
  • let you view site traffic in real time
  • tell you about your site visitors
  • tell you what site visitors are searching for on
    your site 
  • show you what visitors are clicking on
  • let you see how visitors use your site
  • help you rank your content
  • tell you whether you need a mobile site

46
  • Working with Google Web master Tools

47
Site map
  • A sitemap is a file where you can list the web
    pages of your site to tell Google and other
    search engines about the organization of your
    site content.
  • Search engine web crawlers like Googlebot read
    this file to more intelligently crawl your site.

48
Rss Feed
  • RSS is one of the web feed formats which is
    commonly used on Blogs or websites where content
    is regularly updated like social bookmarking
    sites. RSS means Really simple syndication.
  • RSS is a technology which lets you keep track of
    any updates from your favorite website using any
    feed reader.

49
Robots.txt
  • Robots.txt is a text file create to instruct web
    robots how to crawl pages on their website.
  • The robots.txt file is part of the the robots
    exclusion protocol (REP), a group of web
    standards that regulate how robots crawl the web,
    access and index content, and serve that content
    up to users.

50
Things Can Do With Google Google Webmaster Tools
  • submit a sitemap
  • get site messages
  • improve html structured data
  • understand search queries and content keywords
  • get the backlinks data
  • check the status of google index
  • fix crawl errors and stats

51
  • Google algorithms

52
Search engine algorithms
  • A search engine algorithm is a set of rules, or a
    unique formula, that the search engine uses to
    determine the significance of a web page.
  • Each search engine has its own set of rules.
  • The algorithms, as they are different for each
    search engine, are also closely guarded secrets,
    but there are certain things that all search
    engine algorithms have in common.

53
PageRank (PR) algorithm 
  • used by GoogleSearch to rank websites in their
    search engine results. PageRank was named after
    Larry Page, one of the founders of Google.
    PageRank is a way of measuring the importance of
    website pages.

54
Important Google Algorithm updates
  • Google Panda Update
  • Google Penguin Update
  • Google EMD (Exact Match Domain) Update
  • Google Hummingbird
  • Rank Brain Update
  • Google Payday Update
  • Google Pigeon Update
  • Google Mobile Friendly Update

55
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56
Google Panda
  • search filter introduced in February 2011.
  • Also called farmer update
  • Low quality content
  • Poor content
  • copy paste
  • Grammatical error
  • Spelling mistake

57
Google Penguin
  • first announced on April 24, 2012
  • The update is to catch sites deemed to be
    spamming its search results
  • This includes 
  • paid links,
  • asking for a link,
  • negotiating link exchanges,
  • automating link creation ,
  • buying links or obtaining them through link
    networks 

58
EMD (Exact Match Domain) Update
  • Google launched in September 2012
  • to prevent poor quality sites from ranking.
  • Simply because they had words that match search
    terms in their domain names

59
Google Hummingbird
  • Introduced in September 2013.
  • Hummingbird is paying more attention to each word
    in a query, ensuring the whole query the whole
    sentence or conversation or meaning is taken
    into account, rather than particular words.
  • It is a new search platform as the name means
    precise and fast is developed in a way to give
    a semantic search result.
  • It act as a personal assistant knowledge
  • Graph provides gives a better result.

60
Rank Brain
  • Rank Brain is an artificial intelligence (AI)
    program used to help process Google search
    queries.
  • If Rank Brain sees a word or phrase it isnt
    familiar with, the machine can make a guess as to
    what words or phrases might have a similar
    meaning and filter the result

61
Mobile-Friendly update
  • On April 21 2015
  • boost to mobile-friendly pages in Googles mobile
    search results
  • Its text has to be readable without tapping and
    zooming

62
  • END
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