Seo

SEO for beginners
By Marcus Sykes
www.websterwebdesign.co.uk
marcus@websterwebdesign.co.uk
http://www.trusstechnosofts.com
http://www.javaonlinetraining.com
Chandrashekar Reddy.
G
Overview
Introduction to SEO
Short
description of SEO in general
Basic overview of HTML and CSS

This
will only serve to highlight the uses of

these languages for SEO
SEO techniques
Ways
Viewing and measuring results

How
in which we implement SEO
to maintain your SEO campaign

Chandrashekar Reddy. G
Introduction to SEO
SEO (Search Engine Optimisation) involves

altering website code, content, and presence
in order to increase rankings in search
engines
At least half a billion searches are made
worldwide on a daily basis
If
you are ranked at the top of a search engine,

you are essentially running a free marketing
campaign.
Introduction to SEO
Which search engine?
There are some main players which you must always

consider optimising for, namely Google, Yahoo, MSN,
AOL, and AskJeeves
Although Google makes up for almost half of
worldwide searches, it is not always a good tactic to
relate your site prominence only on Google
If half a billion searches are made per day, this means

that over 250,000,000 are made on other Search
Engines
Each search engine searches the web and ranks sites

differently, so when you may be at the top of one
search engine, you might not even be listed on
another one
Introduction to SEO
Search Engine Statistics
Search engine market shares in November

2005 for searches in the USA
Introduction to SEO
How a search engine works
Search engines use programs called spiders, or bots,

to search the internet and document their findings.
Spiders firstly go to a webpage and analyse it
It then moves on to any pages that linked from the

current page.
Goes through the HTML code and categorises the most

important words (keywords) in the document.
This is one way how search engines find new pages.

It also visits pages that may not be linked by other
pages, but were submitted by search engines.
Introduction to SEO
What a search engine sees
Spiders do not see a page like humans do, as

it cannot describe an image, or tell you how
pretty a site looks
Instead,
it looks at the HTML code and

structures it to make sense.
Using a text browser, or disabling images and CSS
are a good way of seeing your site through a search
engines eyes.
Introduction to SEO
What a search engine sees (cont.)
www.ialc.org without CSS and Images
Introduction to SEO
What a search engine sees (cont.)
www.ialc.org WITH CSS and Images
Crash Course in HTML/CSS
(X)HTML is used to describe the data that is on your

page
CSS is used to format HTML and make it look more
presentable.
Web standards are continuously trying to separate
content from presentation
Latest Versions of the languages
10
Previously, HTML was used for both content and

presentation.
XHTML 1.1
CSS 3

HTML Basics
HTML uses <tags> to describe data

Data
is usually enclosed in these tags
<tag>Data</tag>
<tag attribute=data />
Tags
can be images, paragraphs, titles, tables,

and more
Browsers render these tags differently on your screen.
There
is a tendency to depend on these tags also

for formatting, e.g. using tables to keep nontabular data
Not Good!
11

HTML Basics (cont.)
Every HTML document has some mandatory elements :
<!DOCTYPE html PUBLIC "-//W3C ... ml1-transitional.dtd">

<html xmlns="http://www.w3.org/1999/xhtml">
<head>
<meta /> Extra information about the document
<title>Document Title</title>
</head>
<body>
Page Content
</body>
</html>
12

HTML Basics (cont.)
Here are some basic tags important to SEO

<h1></h1>
, <h2></h2> , <h3></h3> ,
Header tags Makes text large and bold

<img
src=location of pic alt=alternate text>
Image tags note the alternate text for SEs

<a
href=link URL title=link title>link</a>
Link tags - Browsers makes the text inside a link

<b>Bold
Text</b>
Not recommended, but is said to help in SEO
13

CSS Basics
CSS can make a simple HTML page look

completely different.
CSS has little or no impact on SEO
You
can make a site look like whatever you

want without losing SE rankings
CSS code can be placed within an HTML

document, or in a separate file
If
you use a separate file, you can use it for

every page
This makes updating the way your site looks very
easily, because you only need to update one file.
14
SEO Techniques
Keywords
Keywords are the words on a webpage that

best describe that page
Keyword selection is the most important step
to effective SEO
The
keywords you use will be the phrases

where you want to be highly ranked on SEs
Time and research should go into selecting the
appropriate keywords before doing any SEO
What are the words one would use to find your site?
15
SEO Techniques
Keywords (cont.)
Continuation on how search engines work

When
a spider goes through a webpage, it

determines the weight of frequently used
words in the document, and considers them
the most important in the document.
The more you use a word in important places, the
more search engines give importance to it.
The
words with highest weight are more likely

to bring up your web page when used as a
search term.
16
SEO Techniques
Keywords (cont.)
You must decide whether to focus on less

frequently used keywords (niche) or compete
for the commonly used ones.
Here are some tools you can use to see
which keywords are searched for frequently
Google
Suggest (beta) (free)
http://www.google.com/webhp?complete=1&hl=en
Google
adwords
Offers a free keyword tool with its adwords services

WordTracker
(paid)
www.wordtracker.com
17
SEO Techniques
Meta Tags
Meta tags are used to provide a description of

the page, and a list of main keywords it uses.
There is a debate over whether to cram loads
of keywords into these tags, or just select the
most important ones.
Search
engines are getting smarter everyday,

so they may penalise you for cramming
Some search engines reportedly dont even
look at the meta tags (e.g. Google)
18
SEO Techniques
Title Tag
19
The text in this tag shows up on the top of

your browser window.
Quite important to include keywords here, as
the title will give a general summary for what
your page is about.
Most search engines see this tag as an
important tag for categorising what type of
site you have.
SEO Techniques
Anchor Tags
One of the most important tags you must use for SEO.
Spiders use these to crawl your site, so you must have

links to pages throughout your site.
Other sites that link to yours will send spiders your way
also.
Google (and others) use anchor tags to rank your site

in many ways:
Firstly, text in anchor tags are given a lot of importance.

If other sites link to you, this must mean your site is
popular, and so you increase in rankings.
The most popular sites would, in theory, be linked to by
many websites throughout the internet.
20
SEO Techniques
Anchor Tags (cont.)
Since anchor tags are so important, it is vital that you

include keywords in these tags
This is one reason why it is good to have a navigation

bar that uses links to all your sites.
21
SEs think the words to describe a link should give a

good indication of what that page is about.
Better that you use words, not images

Try and use <a> tags, and not image maps, flash, etc.
A sitemap is also an effective way of tying your site up

if you link all your pages to this site map.
SEO Techniques
Anchor Tags (cont.)
Here is an example of why a sitemap is effective
This is a website with a site map.
Sitemap
This is a website without a site map.
Page 4
Page 1
Page 1 and 2
can only
reach page 3
via page22
4
Page 2
Page 3
Page 1 and 2 can

now reach page 3
in many ways
SEO Techniques
Text and Content
Throughout your page you will need to use

keywords in order to rank well for that word
The most important places of your content to
put keywords are in the headers, at the
beginning, and the end of paragraphs.
It is importance to balance the overuse of
keywords for the sake of SEO and keeping
the text relevant, readable, and informative
There
is no point in having a highly ranked

page if it provides no information to a user, as
they will leave your site immediately
23
SEO Techniques
H1, H2, H3, etc. Tags
These tags are considered by search engines

to be a description of your page.
Very
important to put in some keywords there.
It is always a good idea to structure your

content so that it contains these tags at
beginning of paragraphs, tables, sections, etc.
It is quite logical that a search engine gets the
overview of a paragraph from a header tag
We
know what this slide is about by looking at

the title of the slide
24
SEO Techniques
Images
Images are not read by search engines, and

so you should avoid using too many images
on your site
Many
sites use images for fancy fonts, when

they contain keywords that are never read by a
search engine
Always use an alt attribute when including an

image
This
gives a spider a description of the image,

and also doubles as making your site
accessible to blind people.
25
SEO Techniques
Code Structure
It is important to look at your HTML code and see the

structure of it.
Some pages have too much code, and too little content
Some code makes it so that content is found at the
bottom of the page.
Pages that use tables for layout are notorious for doing
this.
Make sure that keywords are found at the top of your

source code as well as on the actual web page
26
Remember, SEs dont see pages like we do, they only

see our HTML code.
SEO Techniques
Update your site regularly
Sites that are updated regularly are spidered

and indexed more frequently by SEs
Sites that change often are considered by
SEs as sites that provide current information,
and must therefore (although not always)
provide up to date information
This
would provide a more relevant set of

results than providing a user with pages that
were made 10 years ago
27
News Items are a great way of including a

regular changing page.
SEO Techniques
Dynamic Code
Dynamic code can make updating your site

very easy
Also
useful for creating pages on the fly
E.g. A shopping cart with items you want to buy
SEs do not always look favourably on pages

with dynamic data
These
pages usually have a ? after the page

name and are followed by data
You have to regularly update your site if you
want to do well with dynamic pages
E.g. Forums
28
SEO Techniques
Inbound Links
As said before, links from other sites are very

important.
Google
will no list your site if its not found on

an other webpage listed by them
Methods to get links on other pages

Link
Exchange (free)
Paid Advertising
Google Adwords
Overture
Specific Websites
29
Measuring Results
Once you have started your SEO campaign,

you need to measure your results and make
sure you are improving on SE Rankings
When you first make changes, SEs may take
up to about four weeks to scan your site for
changes.
There
are millions of web pages for them to

crawl, and so it takes time for them to get to
you.
30
Measuring Results
Reasons for no improvements
Sometimes, you may not notice an

improvement in your rankings
This
can be due to many reasons as many

factors affect your SE rankings
Competition may be doing better
Marketing
More linking from other sites
Better SEO
Bad choice of keywords

Too much competition
Etc.
31
Measuring Results
Statistics Monitoring
You can view statistics of visitors to your site.
You can see what engines are used more to find your
site
32
Onestat (paid)
Google Analytics (free)
StatCounter (free)
You can also see which keywords are used to find your
site, which helps with keyword research
This can help you target particular search engines and
accommodate their searching methods.
Measuring Results
SEO software
SEO software can be used to scan many SEs

for phrases of your choice and produce visual
results of how your website is doing.
Much
faster than doing this manually

You can run regular searches and monitor
your positioning easily and efficiently
33
Some SEO software can also help you scan

you pages and make suggestions for
improvements.
Measuring Results
SEO software (cont.)
SEO tools :
WebPosition
Gold
Advanced Web Ranking
34
Resources
Links to further SEO resources

www.onestat.com/html/aboutus_pressbox.html
www.searchenginewatch.com
www.w3schools.com
www.search-engine-war.co.uk
35

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SEO for beginners

description of SEO in general

Basic overview of HTML and CSS

will only serve to highlight the uses of

Viewing and measuring results

in which we implement SEO

to maintain your SEO campaign

SEO (Search Engine Optimisation) involves

you are ranked at the top of a search engine,

There are some main players which you must always

If half a billion searches are made per day, this means

Each search engine searches the web and ranks sites

Search engine market shares in November

Search engines use programs called spiders, or bots,

It then moves on to any pages that linked from the

Goes through the HTML code and categorises the most

This is one way how search engines find new pages.

Spiders do not see a page like humans do, as

it looks at the HTML code and

Crash Course in HTML/CSS

(X)HTML is used to describe the data that is on your

Latest Versions of the languages

Previously, HTML was used for both content and

Crash Course in HTML/CSS

HTML uses <tags> to describe data

is usually enclosed in these tags

can be images, paragraphs, titles, tables,

is a tendency to depend on these tags also

Crash Course in HTML/CSS

Every HTML document has some mandatory elements :

<!DOCTYPE html PUBLIC "-//W3C ... ml1-transitional.dtd">

Crash Course in HTML/CSS

Here are some basic tags important to SEO

Header tags Makes text large and bold

src=location of pic alt=alternate text>

Image tags note the alternate text for SEs

href=link URL title=link title>link</a>

Link tags - Browsers makes the text inside a link

Not recommended, but is said to help in SEO

Crash Course in HTML/CSS

CSS can make a simple HTML page look

can make a site look like whatever you

CSS code can be placed within an HTML

you use a separate file, you can use it for

Keywords are the words on a webpage that

keywords you use will be the phrases

Continuation on how search engines work

a spider goes through a webpage, it

words with highest weight are more likely

You must decide whether to focus on less

Suggest (beta) (free)

Offers a free keyword tool with its adwords services

Meta tags are used to provide a description of

engines are getting smarter everyday,

The text in this tag shows up on the top of

Spiders use these to crawl your site, so you must have

Google (and others) use anchor tags to rank your site

Firstly, text in anchor tags are given a lot of importance.

Since anchor tags are so important, it is vital that you

This is one reason why it is good to have a navigation

SEs think the words to describe a link should give a

Better that you use words, not images

A sitemap is also an effective way of tying your site up