762-SEO Training v3.4

WHAT IS A SEARCH ENGINE?
It is an information retrieval system designed to help find information

stored in a computer system
Search engines are the librarians of the web.
Search engine index
: collects, parses, and stores data to facilitate fast and accurate information retrieval.
Site indexation process
You control
Website
what pages
will be crawled
will be
naturally
indexed/crawled.
Penalize websites of low Bring down websites
quality and those with that violate Google’s
low-quality content. Webmaster
It was first introduced in Guidelines and use
24thFebruary, 2011 as black-hat SEO
Farmer Update in USA. techniques
PageRank
Is a scoring system that Google uses to determine the
importance of a web page.
PageRank is scored on a logarithmic scale between 1

and 10.
PR checkers
High Ranking Websites
twitter.com
addthis.com
leru.org
unesco.org
miibeian.gov.cn
hhs.gov
google.com
ipod.com
facebook.com
youtube.com
yahoo.com
baidu.com
SERP
Search Engine
Results Page
With Google, PageRank
is one of the key factors
to get a higher position
in SERP.
Good SERP Position

equals to a good traffic
to your website.
The key to a higher ranking
is making sure your website has the factors that search
engines process with their algorithm.
SEO or Search engine optimization is the process
of affecting the visibility of a website or a web
page in a search engine's "natural" or unpaid
(organic) search results.
PAID Search result
} Organic Search results

SEO perfectly fits into a company’s overall
business strategy in several critical ways:
• Visibility (branding)
• Website Traffic
• Lead Generation
• Reputation Management
• E-commerce Readiness
KEYWORDS
Why do KEYWORDS matter?
People are constantly using keywords whether they are in search of a specific product
or just browsing to conduct personal research.
Keywords or key phrases are the search terms someone

types into a search engine, when they are looking for
certain information.
On-Page Optimization
The first rule of on-page SEO is
to think about what your target users might be
searching for, and make sure the right
keywords are on the page.
The Core Components of On-Page SEO
Meta tags are the official data tags for each web page that are found between the
open and closing head tags in the HTML code.
These tags alert search engines with relevant information describing the
content of the page, which helps the search engines decide if your website is an
appropriate listing in response to a particular search query.
The most popular Meta tags are the title tag, meta description, and keyword tag.
On SERP (Search Engine Results Page)
Website’s Meta data

Header Tags are an important on-page SEO factor because they communicate to
search engines what your website is about. Search engines consider the copy in
your header tags more important than the rest.
Header Tags’ Important Notes:
 Every page within your site should have at least one heading.
 You should only put one h1 on a page.
 Make sure your h1 is the first heading on the page.
 Your h1 should contain your main keyword and be similar but not the
same as the page title.
 Style your headings with CSS, not inline styles.
 Never skip heading levels. It isn’t logical to skip from h2 to h4.
However, you can go from h2 to h3, then back to h2 if your content
warrants this.
 You can use more than one h2, h3, h4, h5, and h6 on your page.
 All headings apart from h1 are subheadings.
 You should use your headings consistently throughout your website.
 Headings should be grammatically correct, logical and easy to scan.
 Put keywords in if you can.
 Your headings should be closely related to your text.
Content is what search engine crawlers need to associate
your page with a set of keywords and/or key phrases.
A sitemap is an xml page on your website that
incorporates a list of links in every single page on
your site.
It can also detail the hierarchy of pages on your
site.
Sitemap content/code:
Note: Without a quality sitemap, pages that are buried more than a couple of clicks from
the home page will take longer to get indexed and in some instances, Google (and other
search engines) may not index them at all.
You need to ensure that your website’s images
are optimized. It is easier for a search engine to
comprehend these images if they are tagged
with relevant information.
Why is image optimization

important?
If done correctly,
Images can be crawled easily and rank
highly 
How to Optimize Images
Use SEO Friendly URL
SEO-friendly URLs are purely structural URLs

that do not contain a query string
[e.g., www.example.com/?p=578544]
but use keyword-rich naming conventions instead

[e.g., www.example.com/products/smartcardreader]
Subfolder(Subdirectory) or Subdomains?
Subdomains are often seen by Google as separate

domains, which means you have to do twice the
SEO work.
File Names (Page Address)
Implementing keywords in naming page address will help

search engines have a clue about the content of your
page.
A Robots.txt file complements your XML sitemap by providing
search engine crawlers with instructions on how to read and
index your website.
Robots.txt tells search engines which pages to index and which to skip, so that private
information stays protected.
Inside ACS’ robots.txt file…
Not indexed by Google

Understanding Off-Page SEO
Off-page SEO is all about building online authority –
trust and reputation – for your website.
It has been defined by the quantity, quality, and

relevance of links to your website that establish your
SEO authority and ultimately influence your search
results ranking.
 Is the practice of building inbound links to help give your website
authority.
 Content Creation for LINKS
Optimizing for off-page SEO is still about content marketing.
The best way to earn relevant links from other sites to yours is to
create unique, relevant content that can quickly gain popularity
online, particularly with your target audience.
 is a new platform presenting an opportunity to connect and
have real conversations with your audience.
Social media signals are

search engines’ signals as
natural ranking factors.
Press Releases boost exposure online and is usually recognized
and indexed by all major search engines.
Press release is a good reputation management

and search engines’ ranking factor.
WHY SEARCH ENGINES CARE ABOUT LINKS
A page will show up in SERP because the website had mentioned
keywords that were being searched for on the website page.
Search engines’ major ranking factors that is put into consideration :

SEARCH ENGINE Ranking
The Right Way to Build Links
Information graphics or infographics are visual
representations of information, data or
knowledge intended to present complex
information quickly and clearly.
Infographic Case Study by Mashable  STEVE JOBS
Through a blogger network, an

infographic memorializing Steve
Jobs was picked up by the
following websites within 24hrs:
The Wrong Way to Build Links
• Spamming
• Buying a massive number of links
• Publishing low-quality article
• Over-using one article
Key Drivers of Good SEO
Relevancy
Authority
Quality
Sources:
Wikipedia.com
Advancedhtml.co.uk/robots-sitemaps.htm
Htmlbasictutor.ca
searchengineland.com
seo-creare.co.uk
Hubspot.com
w3schools.com
googleblog.blogspot.com
Thanks!
FIN

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WHAT IS A SEARCH ENGINE?

It is an information retrieval system designed to help find information

PageRank is scored on a logarithmic scale between 1

Good SERP Position

} Organic Search results

Keywords or key phrases are the search terms someone

Website’s Meta data

Why is image optimization

SEO-friendly URLs are purely structural URLs

but use keyword-rich naming conventions instead

Subdomains are often seen by Google as separate

Implementing keywords in naming page address will help

Not indexed by Google

It has been defined by the quantity, quality, and

Optimizing for off-page SEO is still about content marketing.

Social media signals are

Press release is a good reputation management

Search engines’ major ranking factors that is put into consideration :

Through a blogger network, an

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