Date post: | 28-Jan-2015 |
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SEO Tips to obtain top rankings
Sorav JainMarketingchips.blogspot.com
Google Algorithm
Google Algorithm – Things Which Counts
Example for SEOKeyword Paid Link
OptimizedWWebsite
SEO Process
Site Analysis• On page:
– <title> tag– Page Rank– Website Age– Coding Structure (JAVA /HTML)– Meta name description– Meta name keywords– Keyword frequency and density– Keyword in headings – Keyword in document name– Static/dynamic website – No. of pages
• Off-page
– Page listed in search engines– No. of backlinks– Quality of the back links– Page assessed as a hub– Page assessed as an authority– Link anchor text contains keyword– Link velocity (rate at which
changes)
Complete Site Analysis - http://www.siteyogi.com/ , www.digitapoint.com, (Discussed at the end)
External Linking
website
Website linking towards CMO
Axis
6 approaches for link building1. Natural link-building through quality content
– Create ‘must-have’ resources , guides, blog, articles, news etc which can be authorized
2. Requesting inbound-only links– Run a link-building campaign
3. Reciprocal linking– Check partner links, Develop existing through Affiliated marketing
4. Buying links– Directories and link purchase exchanges
5. Creating your own external links– On blogs, article reproduction, digging, authorizing on communities, industry forums, social networking sites, blog submission sites, discussions etc.
6. Generating buzz through PR– Optimise and distribute your press releases
Link Baiting the best waySection for Blog, News, Press Releases, Discussion Forums, Interesting Facts
Topics which gains popularity
101 list for ______ gets most authorizedBest tips to _____________ _______ Tips (ex: SEO tips ,marketing tips)10 easy ways to help ___________ (ex: promoting your business)_______Myths (ex: Marketing Myths)Extensive resource list for specific topic List of gurus Discussion on gurus and experts (flatters experts on later point of time and generates thought leadership) Digging the above articles on various communities, forums built on social networking sites such as facebook, linkedin, Digg.com, del.ic.ious.com etc. Interesting survey reports which can drive enormous feedback. Any innovative concept that can drive people to authorize the website or consider it as Hub.
Features of a Quality Link Required feature of quality link
1. Anchor text. Text links preferably contains relevant anchor keyphrase in text.
2. Adjacent text. Plain text next to a link is valuable if relevant.
3. Domain or link popularity aka PageRank of site.The site overall should have a large number of external or backlinks
4. Link popularity or PageRank of pageIf you can obtain a link that is run-of-site across all pages this is most valuable.
5. Context of page.Links are more relevant if related links on a topic promoted on.
6. Run-of-site/run-of-section linkNumber of pages containing link.If you can obtain a link that is run-of-site across all pages this is most valuable since it provides many links.
7. Location of domain.UK sites (co.uk) are generally most valuable since will help boost position for UK local searches similarly for .in it boost position for India
8. Destination of backlink (Deeplinks)Links that link directly to a category or product page are most valuable since these have context.
9. Site authorityMany SEO commentators believe PageRank is unimportant compared to the authority of site.Authority is partially indicated by number of links to domain and links out – hub site.
Undesirable feature of link
1. Redirected links.These links use a redirection script possibly to an ad server.If there is a query string (?) or a script such as .pl, .php in the linking URL, then this is a sign of a redirect.
2. NoFollow. Links containing nofollow tags have no valueView Source or use SearchStatus – see below – to identify sites which use nofollow
2. Link exchange network. Filters applied if identified.
4. Image links.Text links are most effective. So if link requires a banner or button, a text link in keeping with guidelines above could be obtained. Alternatively use Alt text to describe site.
5. Directory links on pages with many sites listed.Most directories are simply created to make money through Google AdSense (Made for Adsense or MFA sites) or affiliates. Bad neighbourhoods.
6. Reciprocal linksMany directories operate through offering reciprocal links. This will not be possible for the main Euroffice site, although it may be possible in future as part of a separate blog site.Such sites will have to be rejected.
7. Temporary linksLink needs to be present for at least one year.
Content Feeds – another external-internal linking approach
http://www.searchenginegenie.com/link-building.htm
http://www.raahi.com/hotel-reviews/hotels-in-port-blair/hotel-shompen.html
Adding Informational links connecting other pages of the same website. – Maintaining Interacting, Interesting Navigation
Getting Tagged?
www.delicious.com www.slashdot.org www.Digg.com www.reddit.com
www.mixx.com www.2collab.com www.mister-wong.es www.mister-wong.de www.digg.com www.blinklist.com www.propeller.com www.furl.net www.mister-wong.cn mister-wong.com mister-wong.ru www.mister-wong.fr www.connotea.org www.folkd.com www.multiply.com www.tumblr.com www.diigo.com
Examples
Internal Linking
Internal Linking = Information Linking Architecture
http://www.yatra.com/holidays.html
Internal Links
Other ways of Interlinking
• Showcasing links to other pages using Right and bottom Navigation. (ex: Searchenginegenie.com)
• Using word as link (Usually done for glossary) • Highlighting few lines and guiding them out to Read more section • Writing interesting facts about Article section / blog/ News directing the
readers towards it.• Showcasing the best deals of the products on the right navigation. • Calling the visitor for an action by raising a question and guiding them out
to the blog section – thus initiating discussion. • Facebook makes use of advertisement boards, usual updates as FEEDS
at the right corner which drives visitors towards applications. Games or other interacting things.
Example-1• Breadcrumbs • Contextual cross linking• Horizontal cross linking • Related links• “You might also be
interested in…
Tip: Links from a subdomain can be more valuable, although lower domain
popularity
Example-2
Tip: Ensure primary and secondary Navigation labels include keyphrases
within anchor text
BARCLAYSwww.searchenginegenie.com
Links at the footnote
Example-3
Local navigation : filling left and right pods with keyphrase rich hyperlinks
Social Media Effects Give Positive Reviews For Fresh content Keyphrase density Long tail Backlinks (if separate pages) Branding
On Page Optimization
Approach
On page Checklist• Step 1. Aims for page
– Main visitor type (s)– Page goals
• Step 2. Which phrases?– Use Google Keyword Tool – Primary, secondary, tertiary
• Step 3. Name document– Keyphrase1-Keyphrase2.html
Step 4. Title tag– Keyphrase dense :
15-25 chars
• Step 5. Meta tags– Description < 300 characters– Keywords
(Don’t stuff)
• Step 6. Body copy– Keyphrase density– Use synonyms, don’t SPAM
• Step 7. Heading styles– H1 same or distinct from title– H2,H3 – use secondary and tertiary
phrases for long tail
• Step 8. Hyperlinks– Include keyphrase in anchor text.
Action verbs separate?– Consider external links
Step 9. Images– Include alt and title text– Provide caption
• Step 10. Optimize– Track & Modify
Document Meta Data
• <title>– VERY IMPORTANT = Unique = Call-to-action
– 2-3 keyphrases on left, - brand on right– Google has around 60 characters= Maximum 8 words
• <meta name=“description” = Unique = Call-to-action– FAIRLY IMPORTANT
– 4-5 keyphrases in natural English, c150 characters
• <meta name=“keywords”– UNIMPORTANT
– Include main target keyphrases comma separated
• File name and directory structure– Use hyphens, include keywords, be sensible
Title
Meta name description
Long Tail Phrases
Keyphrase Trend
Tip: Use the Google keyword tool to inform keyword identification and copywriting:
https://adwords.google.com/select/KeywordToolExternal
Common Keyphrase Terms
• <Product name> or <category name>.
• What is you strategy for targeting:
• Generic:– <category name> + synonyms
• Qualifiers:– compare + <product name>, Review + <product name>, cheap + <product
name>– review + <product name>– cheap + <product name>
– Brand + <category name>– <category name> + country (UK/India/US)
No of Keywords/page
Keyphrase priority
Narrow scope Broader scope (variants to use less often)
Primary keyphrase(s)
Marketing Strategy (ies) Marketing Strategy India
Secondary keyphrase(s)
Marketing Promotional Strategy (ies)
Marketing Brochure Designing
Tertiary keyphrase(s)
Design your Marketing Plan
Excellent Marketing Strategy
Caution: Not more than 2 keywords in a page
Tools & Measurement
• Google Webmaster tools• Yahoo! Site Explorer• AdvancedWebRanking• AdvancedLinkManager• Search Engine Genie • Digitalpoint
• Reasons for using Google Webmaster tools:
– Crawl errors
– Search query performance
– Internal and external link reports
Google Map Submission
Tip: Submit all local retail locationsto Google maps – Add business
Common SEO Errors
1. Insufficient keyphrase research and selection
2. Index inclusion and coverage poor
3. Content owners / editors don’t know rules of SEO
4. Insufficient unique content (dupe content filters)
5. Internal linking strategies not used
6. External link-building tactics weak
7. Excess submission to the directories and articles all of a sudden
8. Driving many backlinks all together
9. Enormous keyword content in one page
10.Unethical SEO strategy
11.Copywriting issues
Thank You!