CHAPTER-1

1. INTRODUCTION
1.1. SEARCH ENGINE OPTIMIZATION (SEO) :
1.1.1.

History :

This method of optimizing websites was first started on the early 1990s, but the
method used then was susceptible to manipulations, and that is what happened.
Websites started misusing the SEO services which caused them to rank higher in
search results, but they did not contain the relevant data. Recent developments in
the policies of major search engines like Google, Yahoo, have ensured that only
relevant websites are displayed during a search.
SEO entered India as a very late concept. Till the late 1998, government had a
monopoly over internet provision in India. It was only after the entry of private players
that the usage of internet and SEO gained speed in India. But now, what companies
are faced with is a situation of decline in demand and shortage of credit, due to the
global recessionary scenario. A knee jerk reaction of most companies is to cut back
on their marketing expenditures to battle out these tough times, and the first
marketing expense they cut back on is the internet marketing.
This cutback on internet marketing has had a direct impact on the SEO services in
India. But even in this scenario, millions of users still visit the internet for information
and research. What has changed is the way they search. Research has shown that
individuals are spending more time on the internet to gather as much information as
they can get before making a purchase decision. People are now looking for
alternate products or services which can provide them with similar results, but at a
lower price. So it has become imperative for SEO companies in India to keep a track
of substitutes that an individual can look for and try to include those keywords in the
content on their website.
Keeping the content on your website up to date is a must for internet marketing
companies to survive this situation and come back stronger and harder when the
going gets better. This can be achieved by using the services of numerous SEO
companies in India. Past experiences have shown that companies who maintain
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their marketing presence during bad times are the ones who benefit in the long run,
when the situation improves.
1.1.2.

Definition :

Search Engine Optimization (SEO) is a process of making your website search

engine friendly and capable of ranking among natural or organic search engine
results for your industry specific keywords. As an Internet marketing strategy, SEO
considers how search engines work and what people search for. Optimizing a
website primarily involves editing its content and HTML coding to both increase its
relevance to specific keywords and to remove barriers to the indexing activities of
search engines.
SEO is equally important for any business requiring online presence, be it large or
small, new or old. SEO is an ongoing process which needs investment in time and a
keen interest in search pattern changes of the target audience.
SEO can help you reach a highly motivated target audience (proactive audience)
through natural search engine rankings. Proactive audience increases website
conversion rate resulting in a positive ROI. When your prospects search for your
services online they are typing words into the search engines, mostly Google.
Combinations of the words they type are referred to as 'keyword phrases'. There are
some keyword phrases which are searched for more than others, usually
substantially more than others.
SEO is a longer term process that can take 6 or 12 months to achieve a top ranking
for a very valuable keyword phrase. This means that in the early stages of SEO you
will need to invest in your rankings for the long term. SEO is a fluid process with
rankings now changing on a daily basis. There are many different activities which
can be implemented to achieve a top ranking, but what was working yesterday may
not work today. Equally, what works today may not work tomorrow.

1.2. SEO As a marketing strategy :

Eye tracking studies have shown that searchers scan a search results page from top
to bottom and left to right (for left to right languages), looking for a relevant result.
Placement at or near the top of the rankings therefore increases the number of
searchers who will visit a site. However, more search engine referrals does not
guarantee more sales. SEO is not necessarily an appropriate strategy for every
website, and other Internet marketing strategies can be much more effective,
depending on the site operator's goals.
A successful Internet marketing campaign may drive organic traffic to web pages,
but it also may involve the use of paid advertising on search engines and other
pages, building high quality web pages to engage and persuade, addressing
technical issues that may keep search engines from crawling and indexing those
sites, setting up analytics programs to enable site owners to measure their
successes, and improving a site's conversion rate.
SEO may generate a return on investment. However, search engines are not paid for
organic search traffic, their algorithms change, and there are no guarantees of
continued referrals. Due to this lack of guarantees and certainty, a business that
relies heavily on search engine traffic can suffer major losses if the search engines
stop sending visitors. It is considered wise business practice for website operators to
liberate themselves from dependence on search engine traffic.

1.3. Why SEO?

With hundreds of new websites being launched on a daily basis, and thousands of
new pages being added to the old ones, the search engines indexes are growing
exponentially. The only way to succeed in todays fiercely competitive online market
is to optimize your website both for your users and for the search engines
themselves.
Early on in the SEO golden age, ranking for even competitive keyword phrases was
relatively easy if you knew what you were doing. Today, with all the competition and
so many people who dabble in SEO, even long tail keyword phrases can be difficult
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to rank for unless you are really on top of the game. Real SEO takes time, money
and smarts - as well as a long term viewpoint.
SEO is about traffic; not just any traffic, but highly targeted traffic that will convert to
sales on your site. Rankings do boost visibility and can increase total traffic, but if it
is not convertible it does you no good in the long run.
Being one rank on Google (or Yahoo, or MSN) is not a business goal. Getting X
many orders per month is a business goal. Being one rank can help you do that, but
only if the rest of your optimization efforts fall in line with the goal of conversion. You
can do this by widening your scope and realizing that SEO is so much more than
ranking one on the SERPs. For A great SEO you need great content, appropriately
optimized and distributed evenly between your website and various places on the
net.
Make sure you optimize your site for users so they will stay and convert into
customers. Targeted traffic plus a well optimized site equals sales. You simply need
to take advantage of SEO techniques to ensure the best results in every area of your
online business, and not just in one or two select places.

1.4. How does SEO fit in the overall marketing plan?

According to recent surveys, consumers are expected to spend over $200 billion
through the Internet. More than 80% of spend would go to companies with websites
that rank high in search engines. It is also known that more than 70% of search
engine users click on natural or organic search engine results.
Since the aim of search engines is to provide the best quality websites to its users,
consumers prefer websites that rank well in SERPs. A high natural search engine
ranking is like a vote of trust which brings to you proactive traffic (hence higher
sales) and no recurring pay per click costs.
An optimal combination of search engine marketing services like SEO, PPC and Link
Building can bring down your investment costs and maximize your ROI.

1.5. INTERNET USAGE STATISTICS

THE INTERNET BIG PICTURE
WORLD INTERNET USERS AND POPULATION STATISTICS

WORLD INTERNET USAGE AND POPULATION STATISTICS

Internet
World Regions

Population

Users

( 2012 Est.)

Dec.

31,

2000

Internet

Penetration

Users

(%

Latest Data

Population)

54,171,500

5.6 %

Users
Growth
20002012
1,100.0

Users
%of
Table

Africa

975,330,899

Asia

3,780,819,792 114,304,000 657,170,816

17.4 %

474.9 % 41.2 %

Europe

803,903,540

105,096,093 393,373,398

48.9 %

274.3 % 24.6 %

Middle East

196,767,614

3,284,800

North America

337,572,949

108,096,800 251,290,489

74.4 %

132.5 % 15.7 %

581,249,892

18,068,919

173,619,140

29.9 %

860.9 % 10.9 %

Oceania / Australia

34,384,384

7,620,480

20,783,419

60.4 %

172.7 % 1.3 %

WORLD TOTAL

6,710,029,070 360,985,492 1,596,270,108 23.8 %

Latin
America/Caribbean

4,514,400

45,861,346

23.3 %

1,296.2
%

3.4 %

2.9 %

342.2 % 100.0 %
TABLE : 1

Number of user of search engines

TABLE : 2

1.6. FACTOR OF SEO :

It is broadly divided into two parts viz. On Page & Off Page
1.6.1. ON PAGE

On-page optimization is mainly the most essential and difficult parts of SEO
optimization. This helps a website to search out their required search engine ranking
through their keywords. On-Page SEO is the process of placing your selected
keywords in the right places on your web pages. On-page SEO involves changing
page titles, headings, content, and URLs to improve search engine rankings.
Any kind of search engine score of your website which helps you to increase your
page rank or the search engine ranking of your keywords will only depend on the onpage optimization of your website. Mainly it is viewed that the on-page factors of
your index page sets the rankings of your keywords.
On-page optimization is usually forgotten these days, as we focusing more and more
of our time in getting inbound links with targeted anchor text. On-page optimization,
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though, it is somewhat you can do quickly to give yourself an additional boost in the
SERPS.
There is a huge list of SEO Techniques for on-page optimization that is considered in
the search engine evaluation process. These factors acknowledge but are not
restricted to: words in the web page URL, title tag, Meta tags, headlines, sub
headlines, keyword density, words at the starting of the page, page content, words
that are bold, words in the links, site navigation, the Website structure of links and a
number of other considerations.
On-Page Optimization Tips:
A. URL Naming : Preferably try to place your main targeted keyword as your
domain name, if not just include your keyword in the URL.
B. Title Tag: Set Your Keywords in Title Tag, place in first words after that you can
make use of an additional words to attract the visitor
C. Meta Descriptions: Not much search engines make use of the description tag,
but its good to set it well as backup. Put your keywords in the first starting of the
meta description, and make your meta description attract visitor to your website.
D. Meta Keywords: Yes, several search engine do not count meta keywords any
longer but few search engines make use of the keywords tag, so use meta keywords
it still have value to rank your site in couple search engine
E. Use ALT Text to Image Optimization: Crawlers are not capable to notice
images. Accordingly Optimize this images with appropriate contents using Alt tags
which reflects your targeted keywords.
F. Static URL: Keep in mind that all of your main pages must have short and static
URL.
G. Use Headings: Use the h1, h2, and h3 heading tags to define your important
subject sections, and put your keywords at least once in each heading style.
H. Validate the HTML: Make use of the W3C HTML validator to validate the HTML
of your page. A small number of HTML faults will cause a web page not to rank well
in the SERPs.
I. Robot.txt: With robots.txt file you can limit access of search engines to your
website. Make sure that robot.txt is essential at your website with appropriate crawler
notifications.
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J. Sitemap XML: Create your XML sitemap search engine using xml sitemap to
crawl your pages.
K. Keep Your Body Text Readable : Make use of your keywords in the body text
however keep your body text readable. Dont drywall stuff drywall your drywall
keywords drywall into your drywall text until it is unreadable by humans.
L. Internal Link : Build internal link between related posts.
M. Check Keyword Density: Make sure that your keywords density in your
webpage, for optimizing your keywords not less or more than 3% density
On-page search engine optimization is the opening step towards achieving highquality search engine rankings.
1.6.2. OFF PAGE FACTORS :
Off-Page SEO includes all the things you do to promote your website outside the
design of the website itself. Getting more inbound links to your site, registering with
directories relevant to your industry, and getting more pages into the search engine
indexes are all parts of Off-Page SEO.
SEO also deals with off-page factors:
A. Incoming Links: Page Rank is Googles measure of the number and quality of
the incoming links to your website. Google is known to report only a small fraction of
the back links that they detect. Links from high ranking pages are more important.
B. Link Text: This is the hyperlinked text that links back to your website. Having key
words in the anchor text of incoming links is very important and is on par with
optimized body text.
C. Directory Links: Getting links from Directories such as DMOZ (Open Directory),
Yahoo, Look Smart and other directories are helpful.
D. Other Linking Factors: Getting links too quickly is not good and is viewed as
artificial link acquisition. Slow and steady is better. Having older links is more
important than newer links. Getting links from expert site gives better results. Links
from websites that have the same theme or topic are important. Links from image
maps or graphics are much less important.
E. Site Age: Older and long established websites do better. New pages are indexed
quickly. New websites go through a penalty phase (Google Sandbox) where it is
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difficult to get ranked for difficult phrases. The Sandbox penalty can last 18 months
for highly competitive phrases.
F.

Domain Name: This includes newer domains are not as important as older

domains. Registering domains for 5 years is much more important than 1 year.
G.

Visitor Traffic: Google has patented these and can measure this through

Google Tool Bars and Google Analytics. The number of visitors, which pages are
visited, how much time is spent on a page and if a page has been bookmarked.

1.7. SEOS HAT :

There are three kinds of hats:
1. White Hat
2. Black Hat
3. Gray Hat
1.7.1. White Hat SEO :
All the tips that comes under Google Web master Guidelines and that I have
discussed in first post about ON and OFF page Optimization are called White Hat
SEO techniques.
White-Hat SEO Tactics:
Internal Linking:
By far one of the easiest ways to stop your website from ranking well on the search
engines is to make it difficult for search engines to find their way through it. Many
sites use some form of script to enable fancy drop-down navigation, etc. Many of
these scripts cannot be crawled by the search engines resulting in unindexed pages.
While many of these effects add visual appeal to a website, if you are using scripts
or some other form of navigation that will hinder the spider of your website it is
important to add text links to the bottom of at least your homepage linking to all you
main internal pages including a sitemap to your internal pages.
Reciprocal Linking:
Exchanging links with other webmasters is a good way of attaining additional
incoming links to your site. While the value of reciprocal links has declined a bit over
the past year they certainly still do have their place.
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A very important note is that if you do plan on building reciprocal links it is important
to make sure that you do so intelligently. Random reciprocal link building in which
you exchange links with any and virtually all sites that you can will not help you over
the long run. Link only to sites that are related to yours and whose content your
visitors will be interested in and preferably which contain the keywords that you want
to target. Building relevancy through association is never a bad thing unless you're
linking to bad neighborhoods.
If you are planning or currently do undertake reciprocal link building you know how
time consuming this process can be. A useful tool that can speed up the process is
prowler. Essentially this tool allows you to find related sites with high Page Rank,
weeding out many of the sites that would simply be a waste of time to even visit.
Writing For Others:
You know more about your business that those around you so why not let everyone
know? Whether it be in the form of articles, forum posts, or a spotlight piece on
someone else's website, creating content that other people will want to read and post
on their sites is one of the best ways to build links to your website that don't require a
reciprocal link back.
Site Optimization :
The manipulation of your content, wording, and site structure for the purpose of
attaining high search engine positioning is the backbone of SEO and the search
engine positioning industry. Everything from creating solid title and meta tags to
tweaking the content to maximize its search engine effectiveness is the key to any
successful optimization effort.
It is of primary importance that the optimization of a website not detract from the
message and quality of content contained within the site. There's no point in driving
traffic to a site that is so poorly worded that it cannot possibly convey the desired
message and which thus, cannot sell. Site optimization must always take into
account the maintenance of the salability and solid message of the site while
maximizing it's exposure on the search engines.

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1.7.2. Black Hat SEO:

What is Black Hat SEO?
It may be defined as the techniques that are used to get higher search engine
rankings in an unethical manner. So anything that the search engine forbids us from
doing like doorway pages, cloaking, and hidden text is Black Hat SEO.
Black hat SEO Techniques: Hidden Text: Hidden text is textual content which your
visitors can't see but still readable by Search Engine. It can be done by making font
color as same as background color or making font color as same as background
image.
Keyword Stuffing: It is a technique used to spam search engines by placing
excessive or irrelevant keywords in the meta keywords tag or throughout the content
of the page. Because search engines scan web pages for the words that are entered
into search criteria by the user.
Landing Pages/Doorway Pages/Bridge Pages: It may be define as the fake pages
that the user will never see. Doorway pages are pages packed with keywords, and
designed solely for the search engines. It is an attempt to trick search engines into
indexing the site higher.
Cloaking: It is a technique in which the content presented to the search engines is
different from that present to the user's browser. This is done by delivering content
based on IP address of the user requesting the page. When a user is defined as
search engine spider, a server side script delivers a different version of web page. It
is use to deceive the search engine. Actually what happens it is a CGI script which
reads the IP address of the requester against the IP address of the SE spiders? If no
match is found then requester is identified as human. The point is that highly
optimized web pages are served to SE while human visitors get a different web page
from the same URL.
Link Farming: The process of exchanging reciprocal links with websites in order to
increase Search Engine Rankings. This is done just to increase the number of sites
that links to yours site, but it is consider as SPAM. Because Google says we have to
exchange links only with the site that are having relevant theme as same as our site
and a link page doesn't contain more than 50 links.
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Page Hijacking: It is the form of spamming the index of search engine. Mostly web
hosts do it, when we forget to renew our domain name. It is achieved by creating a
rough copy of a popular website which shows content similar to the original website
to a web crawler but redirects the web surfers to the unrelated or malicious website.
Link spammers monitor DNS records for domains that will expire soon and buy them
when they expire and replace the pages with the links to their pages.
Automated Search Engine Submission Software: We don't have to use such
software for the promotion purpose. They don't work efficiently and sometime they
caused for banning the website. We don't have to rely on them.
Duplicate Content: To use the same content on different pages, Google consider it
as spam and if it detects large amount of duplicate content on different sub or main
domains then Google can impose Duplicate Content Penalty which results in losing
rankings. So we should put different meaningful content at our pages and on sub
domains also.
Content Solely For Search Engines: Don't publish any content that is meant for
search engines only. Content rich in keyword density not useful for human beings
and it is easily detected by Google and other search engines which results in
penalties.
Frames: Though frames are not Black Hat SEO but frames should be avoided as
they cause huge problem with crawlers to index the site.
Email Spamming: Unwanted, unsolicited email, to send the emails to number of
people not directly related to SEO is called email spamming. So we should never
implement such techniques
1.7.3. Grey-Hat SEO :
The following tactics fall in the grey area between legitimate tactics and search
engine spam. They include tactics such as cloaking, paid links, duplicate content and
a number of others. Unless you are on the correct side of this equation these tactics
are not recommended.
Remember even if the search engines cannot detect these tactics when they are
used as spam, your competitors will undoubtedly be on the lookout and report your
site to the engines in order to eliminate you from the competition.
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It is definitely worth noting that, while it may be tempting to enlist grey-hat and blackhat SEO tactics in order to rank well, doing so stands a very good chance of getting
your website penalized. There are legitimate methods for ranking a website well on
the search engines. It is highly recommended that webmasters and SEO's put in the
extra time and effort to properly rank a website well, insuring that the site will not be
penalized down the road or even banned from the search engines entirely.
Grey-Hat SEO Tactics:
Cloaking: There are times when cloaking is considered a legitimate tactic by users
and search engines alike. Basically, if there is a logical reason why you should be
allowed to present different information to the search engines than the visitor, you
are relatively safe. Even so, this tactic is very risky and it is recommended that you
contact each search engine, present your reasoning, and allow them the opportunity
to approve its use.
Paid Links: The practice of purchasing link on websites solely for the increase in
link-popularity that it can mean has grown steadily over the last year-or-so with link
auction sites such as Link Adage making this practice easier.
When links are purchased as pure advertising the practice is considered legitimate,
while the practice of purchasing links only for the increase in link-popularity is
considered an abuse and efforts will be made to either discount the links or penalize
the site.
Duplicate Content: Due primarily to the increase in popularity of affiliate programs,
duplicate content on the web has become an increasingly significant problem for
both search engines and search engine users alike with the same or similar sites
dominating the top positions in the search engine results pages.
To address this problem many search engines have added filters that seek out
pages with the same or very similar content and eliminate the duplicate. Even at
times when the duplicate content is not detected by the search engines it is often
reported by competitors and the site's rankings penalized.
There are times when duplicate content is considered legitimate by both search
engines and visitors and that is on resource sites. A site that consists primarily as an
index of articles on a specific subject-matter will not be penalized by posting articles
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that occur elsewhere on the net, though the weight it may be given as additional
content will likely not be as high as a page of unique content.
Difference Between Black Hat and White Hat SEO:
Black Hat SEO is meant for SE only. while white hat is meant for human
visitors.
These techniques are hidden to human beings and white hat techniques are
visible to

human beings.

It is meant for short term results only. and this is meant for long term results.
These methods are unethical ways of optimizing the site and these methods
are ethical ways according to SE norms.
these may result in getting site banned and these always brings good search
engine rankings.
SE are enemies for Black Hat SEO & here SE's are friends for White Hat SEO
techniques.

1.8. SEOS TOOLS :

It is broadly divided into four part which is shown below

FIGURE : 1

1.8.1. SEO Tool Set:

It is a Bruce Clay collection of indispensible advanced Search Engine Optimization
tools. This SEO tools product includes integrated research tools, a keyword density
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analyzer, search engine ranking monitors, ranking report modules, link analysis, and
more. Exceptionally robust and feature rich, this is one of the best search engine
marketing tool collections on the market. If you intend to promote your own website,
then you must try our SEO tools.

1.8.2. Link Maps :

It is a Bruce Clay search engine marketing tools product designed to identify pages
from other sites that link to your site and to facilitate having them indexed by the
major search engines. This is necessary if you are trying to increase
Link Popularity as part of a SEO and search engine placement strategy

1.8.3. Path Maps :

It is a Bruce Clay SEO tools product designed to follow visitors through your site and
provide detailed path mapping of each separate visit. The ability to focus on just
SEO results, just search terms, only visitors that performed a specific action can be
easily identified and their page viewing history reviewed. Highly necessary if you are
trying to increase Link Popularity as part of a search engine ranking and placement
strategy.

1.8.4. Dynamic Site Mapping :

It is a Bruce Clay SEO software product designed to identify and spider popular
pages in a dynamic environment. It includes a robust feature list including a private
"your site only" dynamic content search engine as well as several spider reports that
facilitate search engine indexing for all crawler-based search engines.
Keyword Research Tool:
Provides links to price estimate tools from Google Ad Words. That Google
Ad Words tool shows the necessary bid to rank one for 85% of queries,
and roughly how much traffic you could expect Ad Words to send you
based on that bid price and ad position.
Links to Google Trends, Google Suggest, Google Synonyms, Yahoo!
Suggest, and Keyword Discovery keyword research results.
Links to various vertical databases like Topix.net and Google Blog search
us to let you know if people are talking about your topic and what types of
resources they are referencing.
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 Word tracker is also a keyword suggestion tool. If you sign up for a Word
tracker account they offer many additional keyword research features and
tools that are lacking in our basic keyword tool. Word tracker offers a
valuable subscription based keyword research service and has a free
keyword research guide. Wordtracker also sells lists of top search terms at
various price points and depth.
Aaron Wall offers a free Google Ad Words & Yahoo! Search Marketing
Tips PDF and lists many other free keyword research tools, and includes
offers a few free keyword research videos on that page.
Dan Thies's SEO Research Labs offers professional keyword research
services and this free 75 minute keyword research video.
Tool Limitations:
Tools can only provide helpful information and estimates. Don't let tools make
your mind up for you!
Don't expect precise quantitative analysis from keyword tools.
Use tools for qualitative and relative analysis.
People tend to typically use language in similar patterns. If there are
14,000,000 search results for and only 2,000,000 pages for the odds are car
hire is a more common search term.
Since we estimate Google, Yahoo!, and MSN traffic based on Wordtracker's
keyword data, any sampling error is amplified due to the difference in traffic.
Depending on your topic / vertical and your geographic location the search engines
may have vastly different search volumes. The tool can only possibly offer
approximations. Exact search volumes are hard to find due to vanity searches, click
bots, rank checkers, and other forms of automated traffic. Exceptionally valuable
search terms may show far greater volume than they actually have due to various
competitive commercial forces inflating search volumes due to automated search
traffic.

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1.9. SERPs :
Your websites Search Engine Results Pages (SERPs) are determined by various
SEO factors, on page content (your body text, the title element etc), anchor text of
links to your web sites pages, the search engines algorithms tweak of the day and of
course the number of websites or pages competing for that search phrase.
1.9.1. Determining your Search Engine Results Pages (SERPs) Competition:
The first mistake in SEOs make is looking at total number of pages found for a given
SERP and from this limited information concluding the difficulty and number of
competitors for that search phrase. This method is inaccurate and should not be
relied upon, for example the word home is found on a lot of pages (1,780,000,000
pages!!), not because they are targeting SERPs related to the word home, but
because they use home as the anchor text of home page links.
Look at the SEO Home SERP, 5,360,000 pages found with a loose search for SEO
Home, which would suggest a difficult SERP with quite a lot of competition. But this
loose search alone tells us nothing about real competition for the SERP, what we
need to know is of those millions of pages how many are targeting or at least
mentioning the exact phrase SEO Home, those are your real competition.
1.9.2. Exact and Loose Phrase Match Searches:
As you can appreciate an exact phrase match to a search engine is considered
much more important than finding the words separated, or a loose match. So two
similar pages with the above strings of text and no other mention of the words SEO
and Home you would expect to find the page with text number 1 way above the page
with text number 2 for the SEO Home SERP.
When you perform the exact phrase match SEO Home it gives 13,900 pages. This
tells us the vast majority of 5,360,000 pages found for SEO Home are not interested
in the SEO Home SERP; only 13,900 pages are your true competition since they use
the exact text on their page.

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1.10. VITAL TERMS FOR SEO :

SEO Keywords Guide
Meta tag
Anchor text
Website Seasoning
1.10.1. SEO Keywords Guide:
It has been a long time since Ive wrote something about search engine optimizing
and today we will talk about keywords. Keywords play an important role in your
search engine results and therefore its important to learn everything about this vital
part of your blog or website. So, when and where to use keywords?
1.10.1.1. Keywords in the Title:
Using the right keywords in your title tag can produce the results you are looking for.
If people search on a relevant keyword your descriptive title tag will seduce people to
click on your link. A title is the first thing the searcher sees in a search result and if
that title includes the keywords they are looking for, they might click the link.
But what is the right title format? You should always use the most important
keyword(s) in your title because thats where people are looking for. For example, if
you article is about web design and colors, you could name your title Effective
Colors in Web design. You have written an interesting title, and you used the most
important keywords.
HTML: <Title>Effective Colors In Web design<title>
1.10.1.2. Keywords in the Description:
A searcher will see a description in the search engine results right under the title,
and its an important factor that makes people click your link. You should also include
you most important keywords here as well, but make the description an explanation
of your title. If people arent sure your article is helpful for them, use the description
to convince them.
Keywords in the description doesnt help you rank better, it just gives more
information about your page to the search engine user.
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What is a good description? Lets go back to our example: Effective Colors In Web
design. We could use With this article you will be provided excellent examples on
how to use colors in web design. Colors which are effective and awesome to see. If
our example article is about this subject, it will give you an explanation of the title,
right?
HTML: <meta name="description" content="With this article you will be provided
excellent examples on how to use colors in web design. Colors which are effective
and awesome to see. " />
1.10.1.3. Specified Keywords:
You can specify the keywords you would like to have your article ranked on. The
search engines use that to determine what you page is about. The META keyword
tag doesnt work in Google, but Yahoo! still uses this tag. It doesnt do much, but
everything can help.
I recently learned you should use every keyword you add to this META tag only
once, because a search engine links every keyword to each other. Back to our
example, the following META tags do the same for your article, and the first one isnt
very good. The second one is better.
Wrong:
<meta name="keywords" content="Effective color Web design, Effective color, color
web design, web design color, colors web design" />
Correct:
<meta name="keywords" content="Effective, Color, Web design" />
1.10.1.4. Keywords in Content:
Usually this shouldnt become a point a searcher will notice, but a search engine
definitely does. Keyword density is the ratio of keywords against the total number of
words in your content. Your content should have a maximum of 5% keywords on
your whole article. Five percent is not a low percentage: 1 on the 20 words should a
keyword.
Anyway, you shouldnt forget you are writing your content for your readers. Just dont
stuff your article full of keywords if that makes the story uninteresting to read. You
should use keywords where they fit in and heres another thing, if you use too many
keywords you will be punished by the search engines for keyword stuffing.
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1.10.1.5. Keywords in Tags:

Search engines see the HTML of the content and they mark some words surrounded
by tags as more important than others. h1, h2, h3 tags will tell your visitors they are
the title of an article, the chapters or the sub-chapters. The search engine scans a
page in the same way and therefore those h1, h2 and h3 tags will be marked as
more important. Read more about heading tags here.
But there are more-important tags. Strong and italic tags are more important than
your normal paragraphs, because they tell your visitors they are more important.
Those words jump out of the paragraph because there is more weight on them. The
search engine values those words in the same way they are more important. Many
other special tags are valued different by search engines.
So, putting keywords in special tags will only value those words as more important,
which is great for you if its used correctly.
1.10.1.6. Keywords are important in Search Engine Optimizing:
You have learnt why keywords are important for your search engine results. The
secret is to use keywords in a responsible, yet effective way to use the search
engines in your advantage. You should do that if you find any more ways to use
keywords, dont hesitate to add a comment to the conversation.
How to Use Keywords:
Here are suggestions on where and how to use your keywords on your web page
you want ranked for that keyword:
Use it at least once in your Page Title or <title> tag, twice if you can use it in
another form, but dont feel compelled to have it twice. Once is usually
sufficient. Example: <title>How to Use Keywords</title>
Use it once in your Meta Description Tag. It can help convince users to click
your search results. (See more about this at my meta description post.)
Example:
<meta name="description" content="Want to know how to best use keywords
to optimize your webpage? Click here to leanr and read other SEO Tips." />
Use it at least once in your H1 <h1> Tag . This should be main heading or title
of your web page. On this blog post the H1 title is How to Use Keywords.
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The H1 tag should different on each page, and not the web site name. Only
use ONE H1 tag on any given page.
Use it in one of your subheads. Your subhead should be an H2 <h2> tag. H2
tags can also, and should, hold secondary keywords, but including the main
keyword is effective. Most web pages would benefit from subheads from a
user perspective as well as for optimization help.
Depending on the amount of body text on the page, you should try to include
keywords within the text at least 4 times. This comes with a BIG CAVEAT
though. Only do this if it makes sense and doesnt appear spammy.
Remember you are writing for human and search engines. Spammy content
can ruin all the efforts you made to get the user to the page. Be sensible and
read your content. If too many keywords are making it sound silly, take them
out. Avoid keyword stuffing.
If you have images on the page, and it makes sense, you should add it to the alt
<alt> tag.
If you have images on the page, and it makes sense, you should add your
keyword to the image title. This isnt something most people to but it is helpful, in
my opinion and only takes a few seconds. So your image tags should look like
this: <img src="image.jpg" alt="keyword phrase" title="keyword phrase" />.
1.10.1.7. Long Tail Keywords :
The internet revolves around keywords and key phrases the specific terms users
enter into search engines when theyre searching for content. Finding competitive
keywords to target on your site is as much a science as it an art, as you need to
search for elusive keywords that arent too competitive, but still have significant
search volume. As the internet becomes more and more competitive, smart web site
owners are turning to long tail keywords to generate traffic.
According to DoshDosh.com, the long tail refers to a socio-statistical theory which
suggests that the collective sales of products in low demand can exceed that of
popular products and bestsellers. In terms of keywords, this means that its easier to
succeed using longer, less competitive keyword phrases, like how to establish a
home-based vending business, than it is with more popular keywords, such as lose
weight or make money online. By using long-tail keywords, youre shooting for the
21

small fish in the pond, while the rest of the marketing community is trolling for the
record-breaking bass.
The idea of the long tail is summarized in the following graphic:

FIGURE : 2

So what does all this mean for you as a site owner? When youre just getting started,
its much more difficult to get ranked for popular search terms, given the amount of
resources the existing sites have to maintain their rankings. However, its entirely
within your reach to rank at the top of the search engines for long tail keywords,
using a combination of on-site and off-site search engine optimization strategies.
If you rank high for lots of long-tail keywords then you will receive lots of free traffic
from the search engines.
1.10.2.META TAGS :
Tips & elements of Meta tags:
When you start building your actual site, one important on-site technique you can
implement is the inclusion of meta tags in your web pages. Meta tags are special
snippets of code that are included before the body content of your site that contain
information about your sites name and purpose. Other than the title tags, these tags
arent visible to visitors on your site, but they provide valuable information to the
search engine robots that determine which search terms to display your site for.
The most popular tags for SEO purposes are title, keyword and description tags, all
of which provide more information to the search engines about your sites content
and what search terms its most relevant to.

22

1.10.2.1. Title Tag:

While this isnt exactly a meta tag, its usually categorized as one because it occurs
in the HEAD area of your webpage. However youd like to categorize it, this tag
helps the search engines scouring your site to figure out what the page is called and
what should be displayed in the search results. For search engine optimization
purposes, its important to include your pages main target keyword or key phrase in
the title so that search engines will know to display your site when a user searches
for that specific term.
1.10.2.2. Keyword Meta Tags:
Keyword meta tags are also important, as they let the search engines know which
searches the site is relevant to. A keyword tag is set up like the following example:
A good keyword tag includes between 3-10 keywords that are relevant to your page.
Stuffing this tag full of 50 keywords wont help you rank for more keywords if the
search engines cant determine that the keyword is relevant to your content, they
may penalize you with lower amounts of traffic. Be sure that any keywords you
choose to include in this tag are actually used on the page.
1.10.2.3. Description Meta Tags:
Many sites also make use of description meta tags although many SEO experts
disagree about whether they actually contribute to your sites SEO. At the very least,
description tags let you control the paragraph of text that will be displayed below
your sites name in some of the search results. Description meta tags is structured
like this:
This meta tag controls what will be displayed in the search engine results when your
site comes up in the rankings. Natural search results usually display the pages title
and description.
So even if meta description tags dont contribute to improving your sites rankings,
writing a good description may help convince search engine visitors to click through
to your site. You can even use this description as an opportunity to pre-sell potential
visitors on any products youre selling with persuasive, targeted language.
1.10.2.4. Heading Tags:
While not exactly classified as meta tags, in addition to these techniques, including
your major keywords and key phrases in headline titles is a great way to boost your
23

search engine rankings. Using heading tags on your pages is simple instead of just
including your text and adjusting the size to make it larger, wraps it in a heading tag
structured like this:
Your Title Here
There are six different heading sizes h1, h2, h3, h4, h5 and h6. The top heading of
your page should be wrapped in h1 tags and should include your pages main
keyword or key phrase.
Another good on-site SEO technique is to frequently update your site with fresh, new
content. The search engines love sites that are regularly updated. When you add
new content be sure to let the search engines know that youve updated with your
site with XML-compliant sitemaps.
META Tags or what are officially referred to as Metadata Elements, are found within
the section of your web pages. META Tags are still relevant with some indexing
search engines. You should utilize your META Tags in accordance with the W3C World Wide Web Consortium Metadata Specifications and those of the search
engines you are targeting.
1.10.3. ANCHOR TEXT:
Anchor text link title, link label is one of the most important factors you must
understand in order to earn good rankings from the search engines. Specifically,
anchor text refers to the linked text thats displayed in place of a web address the
text you click on to be taken to a new web page. Anchor text is structured as follows
in a website: SEO Gold The HTML code for which is<a href=http://www.seo-gold.com/>SEO Gold</a>
Anchor Text Importance in Search Engine Optimization :
Google heavily weight its Search Engine Results Pages (SERPs) towards the
anchor text of links to a page. This can be demonstrated by looking at extreme
examples where a pages high ranking can only be attributed to anchor text and no
other SEO factors. Google bombs are probably the easiest examples to find and
understand how anchor text affects SERPs.
How effective is Anchor Text?
Since 371 million pages are reported for the Computer SERP and 150 million pages
for the Computers SERP and these SERPs are highly commercial and competitive
24

the reason these two site rank highly for those SERPs is due to the power of anchor
text. With hundreds of thousands of pages linking to these two home pages with
many using the anchor text Computer/Computers its enough to rank highly with no
on page optimization! Imagine where they would be with a little on site optimization!
We have found through both experimentation and real sites that anchor text is
almost always the deciding factor for very hard SERPs. A site can do OK with good
on site optimization, but poor use of anchor text/few links. A site can do quite well
with good use of anchor text/links, but poor on site optimization. When you have a
highly optimized site and good use of anchor text from reasonable Page Rank pages
there tends to be very good SERPs.
How to use Anchor Text Effectively?
Anchor text usage should reflect the content the link is linking to and ideally help the
page it is linked from as well. This means if you can link highly related pages
together they will tend to do much better in their respective SERPs.
1.10.3.1. Importance of Anchor Text :
Too many webmasters think they can rank well in search engines just by buying a
large number of links to their web site. This is simply not true, because search
engines also evaluate the anchor text of the links. Getting a large number of links
with the same non-optimized anchor text has limited traffic potential compared to
using anchor text effectively.
The most common anchor text found in links to a web site is generally the name of
the site. The effect of such links to search engine ranking depends on the name of
the site. If site name is well optimized for keywords, such links may be good for
search engine optimization. Often this is, however, not the case, and links with other,
more descriptive anchor texts would have a much greater effect.
Adding Search Terms:
No web site should target only one keyword, or key phrase in search engines.
Having the site rank well for multiple keywords may multiply the organic traffic.
Anchor text in inbound links is a good way to help search engine ranking for
secondary keywords, which you will not want to make more prominent on-site.
Particularly in Google, pages may rank quite well for anchor text keywords, even if
the page did not feature the term at all. An example of this are the Google bombs,
25

where pages about George Bush have ranked for dumb motherfucker and
Microsoft at one time ranked for more evil than satan himself. The same technique
can be brought to SEO use too.
1.10.3.2. Anchor Text with Long Tail Keywords:
If a page has a large number of inbound links with the same keyword as the anchor
text, if will rank high for the term. It is especially easy to use this technique with low
competition search terms, where there is no clear best page to show for the term yet.
Long tail keywords - targeted key phrases with multiple words - are just these kinds
of keywords, as they have little competition.
Researching long tail keywords relating to your web site content, and acquiring links
with those phrases as the anchor text can increase the number of terms your site
can be found with. By getting ranked for multiple such long tail keywords, a web site
can get a large total number of visitors for search engines. The best part of it is that it
also works with new web sites, and sites with relatively little back links.
1.10.4. Website Seasoning :
A great steak isnt just thrown on the grill. It is seasoned, marinated and prepared, all
of which can take extra time. The same applies to websites. Time is a factor that
does play in. Most websites dont just overtake the one position in Google and keep
it right off the bat.
Google is searching for the best results to provide its users. This keeps users
coming back and allows Google to keep selling the Adwords which is their bread and
butter. So when a new website pops up, Google will consider it but will also look at
how long the site has been up, how much longer the domain has before expiration,
how much content is on the site and how frequently that content is updated. This is
called seasoning you must give it time to grow and it will overtake the top rankings.

1.11. IMPERATIVE SEARCH ENGINE RANKING FACTORS :

Never discount the power of titles, links or content for procuring a high ranking
search engine position. More importantly, their numeric equivalents and ratios that
impact search algorithms. For those unfamiliar with the fundamental building blocks
of on page and off optimization, each of the following components have a profound
26

influence on how search engines view your pages. Your site essentially has three
critically competitive variables that you can alter to increase your pages relative
position. They are the allintext, allinanchor & allintitle ratios. Each respectively
when utilized properly can elevate your sites relevance in search engines.
If harnessed to their full potential any one or a combination of these delicate
factors can produce a high ranking, position. Just like a secret sauce, each engines
algorithm (Google, Yahoo, MSN, AltaVista, Ask) have their own unique attributes in
how they interpret and spawn results based on such rudimentary ranking criteria.
This is an overview of those ranking factors and fundamentally covers how each
function.
Those three components that one can use to create relevance are:
Allinanchor: A high concentration of links / either internal or external that saturate a
particular search term. Sites that are constructed with superior internal link
architecture also fall into this category. This is a primary ranking factor for meta
based search engines, who rely on link popularity for their objective assessments.
Essentially, popularity equals votes from other sites that endorse your pages by
linking to you. The text phrases they use, contribute to augment your relative
position, based on the semantics of the keywords used.
Allintitle: Use of a repeated keyword in the context of the title (such as a company
name, keyword or brand).
Often you will see naming conventions that utilize a pipe and then by default use
consistent keywords either before or after the topic of the page. This is common with
blogs but is a well known SEO tactic based on siloing or theming information for
logical categorization.
If used frequently enough from a content development point of view, one can acquire
a high ranking position from the consistent use of the prefix or consistent trailing
keywords used. The reason being, titles when indexed by search engines or RSS
feeds become anchor text not to mention as they mature each link gets stronger,
so pages cement themselves by default if constructed properly.
With the advent of blogging or the use of content management systems, every time
you publish a page, you are building more allinanchor, allintext and allintitle
27

correlations. Depending on if you utilize them to their utmost potential, they can
become dominant ranking factors as a consequence.
This is speculated to be one reason why so many domains rank for their company
name (or keywords in the domain name), due to the high frequency of the words in
the name being used and displayed and linking back to your pages across the web.
There are of course other factors involved, but you get the gist.
Allintext: A high frequency of a particular keyword or series of keywords can
contribute to creating a higher more relevant result according to search engine
algorithms. The exact formula is only known by search engineers, but through
multivariate testing SEO practitioners have concluded that it is the proper balance of
these three elements that contribute to acquiring a higher more refined result from
search engines as a result of mixing and balancing these elements to produce the
desired effect.
Depending on the mixture of each and what the search engines favor at the time,
each of these respective components can work for or against your relative position.
If your site has a high allinanchor relevance, such as Adobe Acrobat for the term
Click Here, this means that similar to the Google Bomb effect, a site owning a high
frequency of a particular term in the anchor text a.k.a. link will obtain a high ranking
position for that term. Since Adobe reader has the anchor text to download adobe
acrobat they rank for the term amidst hundreds of millions of search results in
Google. This is an SEO dream for most. Other examples of this ranking method are
prominent in the top 10.
What you will note however, is that the term is nowhere to be found on the page it
links to, which is a testament to the fact that it is not always what is on your pages
that matters. Most importantly, you can rank for content that is sparsely located on a
page but effective once structured. Here is an example using our site where we rank
for the term SEO Technology, yet it is not on the page.
Others use a content ranking strategy using the consistent application of branding
/ relevant modifiers under the allintitle format to eventually chip away and establish
their pages. If you have a site that has several hundred or thousands of pages, this
alone in conjunction with internal links can send your pages skyrocketing into the
28

upper echelon of a category, industry or niche if you constantly use the same main
keywords in your titles.
This is why naming your categories with keyword specific modifiers is a fundamental
aspect of optimization. Instead of random stuff as a category name, use a relevant
key phrase from the start, then the URL will have that term in it, every time you
publish additional content under that sub folder.
Last but not least, the allintext ranking strategy is more of a by product that can be
used to impact the others. Aside from scraper sites that harvest data from others and
reconstruct it for the sake of having high allintext combinations on the page. This
component is better left alone as far a ranking strategy and falls more under the
category of keyword density. The easy way to rank, have the terms on the page,
exceed the requirement and your bound to trip a spam filter. It really is about
balance, relevance and incorporating all of the elements seamlessly.
The key is to create link worthy content, share and promote it accordingly, provide a
healthy influx of links, ensure that it is linked to internally to other relevant pages and
above all else, tag your content accordingly.
To get a better idea of how these variables affect your search engine rankings, here
is a nifty little tool called NicheWatch that can help bring these ratios into focus with
solid examples of pages that employ the percentages and their respective impact in
search engines.
Page Primer: Analyzes your website and customizes recommendations specifically
for your pages. The tool also alerts you to bad practices that may cause search
engine problems and it provides key information on your site's link popularity.

Benefits

Boost Your Ranking

Learn Search Engine Secrets

Avoid Pitfalls That Get You Banned

Page Primer gives you detailed, customized tips to boost your search engine
ranking by analyzing your page and providing personalized recommendations for
your individual pages.

29

Some design techniques create problems with search engines. As part of its
page evaluation:
Page Primer checks for practices that could cause you problems with search
engines and alerts you to these practices before they get you in trouble.
Page Primer then provides you valuable information on your site's link popularity
which is growing in importance.
Search Engine Starter: It helps you reach that 85% of online users who use search
engines to find the right product. It submits your web page preferences to 28 popular
engines of your choice. As importantly, its automatic and periodic resubmissions
keep you in the top 40. Net Mechanic continuously updates and reviews its search
engine database to make sure that you're in the right place at the right time.
Search Engine Starter website tools handle your search engine marketing needs
quickly and cost-effectively. Automatic submission to 28 popular engines of your
choice, and periodic resubmissions, requires just 5 minutes of your time - instead of
the normal 8 hours it takes to submit to 100 sites. Starter also updates its search
engine database frequently to create spam-free submission.
Search Engine Starter is offered as a part of the Search Engine Power Pack
package or as a stand-alone tool.
Search Engine Tracker: It helps you know where you stand. It automatically tracks
your ranking on top search engines to let you know if you're up, down or out. Rank
matters - 75% of users never go past page two of search engine lists and engines
frequently drop listings. Therefore you've got to rank, and stay, in the top 40 to drive
traffic to your site. So, use tracker to make sure that your rankings are on the rise.
Benefits:
Track your progress, Get Ahead of Competition & Move up in the rankings.

1.12. THE WEBSITE SHOULD RANK AS GREAT AS IT LOOKS :

What's the use of having a website, if no one can find it? Getting traffic is half the
battle, keeping visitors on your site requires an attractive web design which is why
SEO Design Solutions is proud to offer custom SEO Web Design. Achieving top 10
search engine positioning can be accomplished through applying SEO Technology.
30

As a technology SEO is based on rules, guidelines and principles. By applying these

principles systematically, produce viable shifts in rankings for your website through
on site

on page adjustments & off page link building through search engine

optimization.

1.13. HOW SEO CONDUCTS ONLINE MARKETING FOR WEB SITES:

SEO first analyzes the current traffic of a web site and develops a strategy how this
can be improved if traffic is lacking or the wrong target group is reached.
Search engine optimization is not just to rank in search engines but mainly to
achieve a good click through rate from the targeted visitors. This means that your
web site should come up in the search results of the search engines with targeted
keywords that are related to your content or theme of your site.
SEO applies different kind of marketing strategies to create more quality traffic to a
web site, depending on the requirements the strategy is chosen, which fits best to
achieve the goal.
For example: best is to create an informational web site with the effect that users will
come back and visit your site again. Also to offer variety, entertainment and action is
one good way to go. Users want to be engaged and informed.
Google AdWords is a tool, web site owners can use on the side but it is not
recommended as the main focus and only channel for online marketing. To manage
a successful Google Adwords campaign our team will create different landing pages,
from which users will enter the web site, after having clicked on the ad in Google's
AdWords boxes. This will certainly help to measure the success-rate of the
advertisement campaign the client is running at Google.
Using Google Analytics as the only information of the campaigns effect can create a
distorted and incorrect picture of what really is taking place. The Urchin software,
that is used by Google for their Analytics program, is stripped of many features, the
output is delayed and as in forums of webmasters widely discussed full of flaws.
Most well known draw-back is the slowing down of the web site, because the
JavaScript offered by Google is connecting each time to the Google Server. Well, it
is for free, so no claims can be made.
31

The landing pages are monitored by SEO and traffic is measured with a professional
analytics tool and this will deliver either a positive or a negative result of the running
campaign but the result will be correct at least and this is most important. This
provides our customers with real control!
75% of users never go past the second page of search engine results. That means if
your site isn't ranked in the top 40 on a search engine, you may never get noticed!
With Search Engine Tracker you automatically track your rank in the search engines.
Track multiple search terms by entering up to 20 keywords or phrases, Search
Engine Tracker automatically checks your ranking on top search engines and
directories such as Google, Yahoo, and MSN. You automatically receive a page rank
report mailed to you weekly.

1.14.SEO MARKETING ANALYSIS: HOW TO GAUGE THE COMPETITION :

Before you enter a competitive online market, youll need to understand who the
major players are, so you can
(a) fly under the radar and learn from the trail they left behind and
(b) look for patterns to formulate ranking strategies for SEO based on their site and
their nearest competitors.
Like any good SEO management campaign, it starts with strategic planning, but
without knowing what to look for when assessing the competition, then how can you
possibly expect to surpass them?
What are some of the most common criteria or typical areas SEOs analyze when
gauging how competitive an industry or the players in it are?
1.14.1. The number of pages in the site: This can provide insight to the underlying
relevance factors based on themed information recurring semantic synonyms or
what ranking strategies a website employs.
1.14.2. Age of domain: You can determine something present and future course, to
some degree based on where it has been. So having a blueprint that unravels the
history of how competitors initiated their relationship with search engines at your
fingertips can provide a solid foundation to initiate a structured investigation.
Archive.org also known as The Wayback Machine is a logical starting point to take a
peek behind the scenes.
32

1.14.3. The Hosting Environment: Determining when the name was domain was
registered, for how long, who the site is registered to and what type of hosting
environment can be gleaned from using DomainTools.com. Lets just call this a
mandatory step in the evaluation process as one of the core components that can
lead to other useful discoveries.
1.14.4. Site Structure: One of the key facets of optimization is hinged on the site
structure and how optimized it is. Are there clearly defined naming conventions? are
they employing keyword-rich sub folders, information silos or using virtual theme with
their internal links? (Like Wikipedia employs anchor text like an index to other key
pages).
Dont know? Then take a look at their site map and get to know your way around.
You can derive a great deal based on internal links and site structure when
combined with link mining to assess how the competition distributes their internal link
weight.
1.14.5. Internal Links: Are they deep linking to folders to strengthen each page in
the folder? Employ a link:domainname.com/foldername/ command for the folder in
Yahoo Site Explorer if you do not own custom SEO Tools. Another tip, look at how
many pages are in a folder in Google by using this advanced search command
site:domainname.com/foldername/ and all of the contents of that folder that are
indexed are listed.
With a few pots of coffee, a spreadsheet to record your progress and an ambitious
disposition, you could essentially unearth your competitors authority link treasure
trove with these simple techniques (archive.org, sitemap analysis, link analysis, and
index content in the folder) to conduct further research.

1.15. HOW SEARCH ENGINES GIVE PAGE RANK:

Today Search engines rand pages using the one page and off page factors. The
quality modifiers and topic modifiers are two important aspects which recognize by
all search engines.

33

One page factors: One page factors are the content which on your first or Home
page not just what is visible they also detect which you hidden in html or css code.
The search engine crawler automatically finds all the pages. To see what the exactly
search engine look for your page then right click on your home page click on
View>Source. You can see their Meta description and Meta keyword. These two
things which search engine detect while browse your page.
Off page factors: Off Page are primarily mandatory links and context connected
with them. Search engine always look for new site which provide good searchable
content for people. They treat you as individuals. Link treats as a vote from one page
to another. The more votes you have the better quality of your page. Anchor text
used within link is the equation of vote. The text around the link is most important
thing to generate traffic on your webpage.

Your webpage quality is the main factors which keep your site on the top of the
search page. It means you have good content for readers and they like your site to
visit again. The biggest factors between the off page and on page are the search
engine no longer trust to online webmasters to rate your site for quality. There are
lots of things like spam filters and penalties are effect on your visitor.
Topic Modifiers help the search engine to decide how much rank given to your site
as oppose to how high or low. The on- page factors such as Title, keyword, content,
heading and other on-page factors. The all Factor have make in good balance work.
It helps you to search engine optimization efforts.

1.16.THE TOP 20 SEARCH ENGINE RANKING FACTORS:

1. Title Tag:
Type your targeted keyword phrase in ANY search engine and notice how 9 of the
top 10 sites have that targeted phrase somewhere in their title tag. Learn from your
competitors and remember keyword density and prominence.
2. Heading Tag Structure:

34

H1, H2, H3, H4 and no more. Remember H1 is what the whole page is about and the
other 'sub' H's are explaining each section under that heading. A good way to look at
this is to look at it in a standard outline format.

3. META Description:
The META description is there to describe the page. So describe the page.
Remember your page is about your targeted keywords. Make sure those keywords
are scattered throughout the description of each page. Also, sometimes the search
engines will display your description under your listings on the SERP's (Search
Engine Results Page). Therefore make the description captivating enough to make
the visitors want to click on your website and not your competitor's.
4. Age of Site:
Arguably, this is the deciding factor when picking between 2 sites with great stats.
Search engines trust websites that have been around for a long time. This is
because if the site wasn't valuable, it would not be on-line any longer. Even though
this factor is a huge factor, it's only a factor for old active domains. Old, yet active
domains that have history of constant updates and consistently acquiring links are
the hardest sites to beat.
5. Total Pages Indexed:
The total of pages indexed is very important because usually the more pages
indexed the more keywords you will be targeting. This is not always true, however
considering this is USUALLY true; this is definitely a factor in search engines'
algorithms. The more pages you have, the more chances your site has to get found.
Furthermore every page linking within your site could build strong internal page rank.
6. Anchor Text of internal Links:
It's important that the links within your site that leads visitors from one page to
another describes that page with the keyword it's targeting.
7. Total Back links:
YES, the amount of back links still matters. The more links you have, the better.
BUT, it's the more relevant links from the greatest variety of sites, the better. You
need links from blogs, forums, authority sites, educations sites, local area sites,
industry sites, etc. They all must be relevant to you. The more accurate the relativity,
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the more closer you are to being the most relevant site to the searcher's query. The
more (relevant) links, the merrier.
8. Anchor Text of Incoming Links:
Originally if someone linked to your site, that someone was a different person with a
different website giving you a link titling your company name. So if someone Googles
your company name, you'd be the first to show up because other sites said that's
who you are. But, new potential customers aren't looking for your web site. People
are searching for your services. So you have to find ways to get links describing the
services you offer.
This way other sites are vouching that you are "men's clothing". The SERP's already
know you're Men's Ware House.
9. Average Time on Site:
One factor that helps Google determine if your site is a site that will give visitors a
pleasant user experience is to record how long visitors stay at your site. The longer
you can keep a visitor on your site the more likely you are providing that user with an
experience worth sticking around for.
10. Bounce Rate:
Like Average Time on Site, Bounce Rate is a metric that measures the worth of your
page. Do visitors come to your site and click the back button more often than not?
Normally if 80% of the people visiting your site are clicking the back button, that site
is not relevant to what they were searching for.
11. Strength of Competition:
To be honest, this really isn't a factor in its own. The strength of the competition is
probably the backbone of every factor. Ranking results are based on a comparative
scale. Meaning the number 1 site is more relevant then the number 2 site based on
ALL of these factors. Good ways to measure the strength of the competition is
analyze their Alexa Rank, Total Pages Indexed, Total Backlinks and their Google
Page rank.
12. Total Character Count:
The more content you have, the better chance you have at satisfying your visitor's
query. Google looks for special keywords within your content to back up the
keywords you are targeting.
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If you are targeting men's clothing, Google looks for terms that will answer every
visitor's query. Like pants, shirts, prices, location, xl, discounts, customer service,
socks, fitting room, fabric, fashion, etc. Usually to cover all of the visitors' possible
questions, you need to provide a lot of unique and informative content.
13. Page Rank:
(Ceterus Paribus) Yes, page rank still counts. Many "SEO's" will tell you that this
doesn't matter. But, the core of Google's algorithm is based on Page Rank.
14. Keyword Placement:
Where amongst all of your content and web pages is your target keywords located?
Keywords should have prominent placement in paragraphs supporting their matching
headings. Naturally placing your keyword in rich related content the right amount of
times is arguably the top ranking factor.
15. Types of Media:
Have you noticed videos on the SERP's ranking higher than you?
Or, have you ever ended up at a site through a picture?
Having a variety of media types shows that you are presenting your targeted
keywords in various forms, this is most likely pleasing a variety of visitors.
16. HTML Validation:
Content code ratio is a ranking factor. It must be easy for the bots to run through
your site. Also when spiders run through your site, it's necessary that you prevent
any traps that could prevent the spider from crawling your site completely and finding
all of your content. Broken links are also a big no, no. The bots hate getting led to
nothing.
17. Navigation and Architecture:
How your site is built and themed is very important for spider indexing and visitor
navigation. The paths your visitors take are being recorded. So make sure the pages
you want to rank well are easy to find for the user. Having your targeted keywords
categorized and your page structure in a siloing format is best. Also add a site map
to your website so the spiders could have a one stop page to your whole domain.
18. Click-through-Rate on SERP:
Google wants to provide results the visitors want. And to help them determine what
they want is to record how many times out of a 1,000 impressions do people click
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through to your site. If your listing has the highest click through rate it must be
because your title, description and or brand are what the users was most likely
looking for. This is why title tags and META descriptions are 2 of the other 20 factors
in ranking well on the SERP's
19. Total Search Queries Conducted After Leaving Site:
If the user searches for that same term over and over again, they must not have
found what they were looking for. Your site should answer the visitors query by
proving data to the engines that proves that visitor don't need to look any further.

20. Percentage of Return Visits:

The higher percentage you have of returning visitors, the better. High return rate
means people who have visited your site before enjoyed their visit and found your
site valuable. This factor is used in helping Google help others find a site that the
visitor may find interesting. So if your site is relevant to the searcher's query and
everyone that visits your site returns, Google will use this as a measure of a relevant
and interesting site, thus leading to search engine higher rankings.

2.NEED AND SCOPE OF STUDY:

SEO is the force behind a companys online success. Internet marketing is now a
billion dollar industry and everyone is slowly but surely accepting this. Even top
companies in India and the world are now keeping huge budgets for internet
marketing. There is so much buzz going about internet marketing. People know that
SEO can bring them new prospects for their products and services.
This report brings about the rationales for considering SEO as an effective tool for
increasing traffic on website. This case study shows the cleavages between the
popularity of past and present NDTV.coms Business.

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3.OBJECTIVE OF THE STUDY :

To make a comparison of the site between with SEO and without SEO.
To study of SEO techniques to bring about the NDTV.com presence before
massive populace.
To analyze the various aspects of the NDTV.com in terms of upgrading of
page ranking.

4.RESEARCH METODOLOGY :
Methodology used in the project is Exploratory research (secondary method) which
is as follows:
Understanding the method and significance of SEO in online marketing and
its tools.
Studying actual website www.ndtv.com.

5.DATA ANALYSIS AND INTERPRETATION :

About NDTV.COM :NDTVs tryst with television began way back in 1988, when it produced a news and
current affairs show The World This Week for the Government-owned broadcaster
Doordarshan. The show proved to be immensely popular, and NDTV established its
image as a credible private news producer. It moved on to become the sole news
content provider and producer for Indias first 24-hour news channel, Star News.
The companys biggest milestone was established in 2003, when it launched two
24-hour news channels NDTV 24x7 in English and NDTV India in Hindifollowed
by a 24-hour business news channel NDTV Profit in 2005, which became a leading
business news channel in a short period of time.
In 2007, the company broke new ground, formulating a strategy to build a global
business. NDTV Networks Plc, a subsidiary of NDTV was formed to seize
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opportunities in areas beyond news. The Company launched NDTV Imagine (for
general entertainment), NDTV Good Times under NDTV Lifestyle Company (for
lifestyle content), NDTV Convergence (triple play; to exploit the synergies between
television, internet and mobile), NDTV Labs (to develop media software and
technology for captive use), NGEN Media Services (outsourcing of media postproduction services) as 50:50 joint venture with Genpact and Emerging Markets BV
that has helped launch channels in Indonesia, Malaysia and the Middle East.
Strategy
In the beginning, it was imperative for us to study and mark the important news
offered by NDTV along with due attention to the performance of the website for news
being offered.
The optimization was important for the website as it gave the website a definite edge
over other competitors. The optimized tags along with quality content improved the
websites ranking on the SERP's for some very competitive keywords. Since the
website was already developed and it was highly product oriented website, a
strategy matching the site's architecture was made and executed.
To supplement the SEO efforts, link building was initiated for the website to further
it's chances against the competitors. A sustained and focused link building campaign
over a period of time has helped the website gain rankings for some targeted
keywords in major search engines including Google as indicated in the rankings
report.

NDTV.com Popularity :
Understand why we found ndtv.com on 53 keyword phrases in search engine
results (Google, Yahoo, and MSN). Insight into SEO and linking factors that
positively and negatively affect ndtv.com and how it ranks for important keywords
compared to competing websites.
Google Links: 1,120
Yahoo Links: 184,000
MSN Related: 282,000
Google indexed pages: 467,000
Sub domains: 21
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On Page factors:
Title: NDTV News Top Stories
Keywords: NDTV, NDTV news, NDTV Profit, news, online news, breaking news,
elections, politics, India news, world news, business, Bollywood, cricket, IPL,
specials, blogs, sports, lifestyle, live TV, health, videos, diaspora, sci & tech, top
headlines, Prannoy Roy, Barkha Dutt, Vikram Chandra.
Domain Name: NDTV.COM
Alternate text: Missing
Site age: - 13.5years
Outgoing links:- SIEMENS, Airtel and XENOS
Key-Phrases:

Key-Phrases

Search Engine Page

Rank

News

online news

breaking news

India news

world news

Elections

Cricket

IPL

Specials

Sports

live TV

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Off Page factors:

Back links:Google Back links for ndtv.com:Indcondurban.co.za,

Word.world-citizenship.org,

Linkedin.com,

Librarykypattom.wordpress.com
Yahoo Backlinks for ndtv.com:en.wikipedia.org,

fugue.com,

ndtvprofit.com,

news.google.co.in,

bhutannewsonline.com
Relative

to

ndtv.com:-

Alexa.com,

Naukri.com,

Indianpad.com,

Ndtvmovies.com,Fire.pppl.com
Relevancy:- 100 %
Traffic :

Australia 3,208
India -

77

United Kingdom 2,913

United States - 4,538

6. FINDINGS,SUGGESTIONS AND RECOMMENDATION:

Findings :
After getting the SEO done the website ndtv.com has got a very good traffic of
internet users, which has maximized viewers.
Suggestions :
1) Title Tag: Use Key Phrases on title, and put it as close to the beginning
2) H1 Tag: Use Key Phrases with H1, it provides more relevant and also as much as
possible with the other H tags
3) Content of the Body: Use the key phrase at least 3 times; you can use the key
phrase more times if you have lots of content (and if it makes sense, of course). You
should aim for at least 350 words of content. But do not abuse, that can be seen as
spam by search engines
4) Bold: Bold Use keywords to mark at least once
5) Alt Tag for Images: Use at least once in the alt tag of an image to add keywords
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6) URL: Try to use key phrases or keywords in your url.

7) Meta Description: Use your key phrases or keywords at least once in the Meta
description tag
Meta Tags: Use keywords in your Meta tags to give context to search engines
9) Link anchor text: the anchor text of a link describes the page that link, so you
can use any keyword or key phrase in order to give relevance.
10) Domain Name: If possible, try to place keywords in your domain name.

Recommendations :
From the standpoint of a preliminary sweep, each page in the website should:
1) Be able to be reached from two clicks from the homepage. From one area of
navigation, link or graphic.
2) Have a text to code ratio that exceeds your template (typically 250-300 unique
words will suffice) meaning if you have the word on the page twice, it only counts
as one word.
3) Have a unique purpose, description as well as summarizes what that page is
about.
4) At least 3-5 links from other websites in order to cement co-occurrence and
make that page a candidate to groom for future ranking factors.
5) Use relevant anchor text to link contextually from all supporting pages to the
preferred landing page.

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7.CONCLUSION :
Search Engine Optimization (SEO) has become an essential weapon in the arsenal
of every online business. Unfortunately, for most business owners and marketing
managers (and even many webmasters), it's also somewhat of an enigma. This is
partly due to the fact that it's such a new and rapidly changing field, and partly due to
the fact that SEO practitioners tend to speak in a language all of their own which,
without translation, is virtually impenetrable to the layperson.
After getting the SEO done the website ndtv.com has got a very good traffic of
internet users, which has maximized viewers. And now it is very easy to find this
website on popular search engines. The results of SERPs are very relevant to this
websites links if even an easier to easier keyword is put.

8.APPENDICES:
Search Engine Optimization (SEO) has become an essential weapon in the arsenal
of every online business. Unfortunately, for most business owners and marketing
managers (and even many webmasters), it's also somewhat of an enigma. This is
partly due to the fact that it's such a new and rapidly changing field, and partly due
to the fact that SEO practitioners tend to speak in a language all of their own which,
without translation, is virtually impenetrable to the layperson. This glossary seeks to
remedy that situation, explaining specialist SEO terms in plain English...
EZINES
An electronic magazine. Most publishers of ezines are desperate for content and
gladly publish well written, helpful articles and give you full credit as author,
including a link to your website.
FLASH
A technology used to create animated web pages (and page elements).

FREE REPRINT ARTICLE

An article written by you and made freely available to other webmasters to publish
on their websites.
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GOOGLE

The search engine with the greatest coverage of the World Wide Web, and which is
responsible for most search engine-referred traffic. Of approximately 11.5 billion
pages on the World Wide Web, it is estimated that Google has indexed around 8.8
billion. This is one reason why it takes so long to increase your ranking!
GOOGLE PAGE RANK
How Google scores a websites importance. It gives all sites a mark out of 10. By
downloading the Google Toolbar, you can view the PR of any site you visit.

GOOGLE TOOLBAR

A free tool you can download. It becomes part of your browser toolbar. Its most
useful features are its Page Rank display (which allows you to view the PR of any
site you visit) and its AutoFill function (when youre filling out an online form, you
can click AutoFill, and it enters all the standard information automatically, including
Name, Address, Zip code/Postcode, Phone Number, Email Address, Business
Name, Credit Card Number (password protected), etc.) Once youve downloaded
and installed the toolbar, you may need to set up how youd like it to look and work
by clicking Options (setup is very easy). NOTE: Google does record some
information (mostly regarding sites visited).

HTML

HTML (Hypertext Markup Language) is the coding language used to create much of
the information on the World Wide Web. Web browsers read the HTML code and
display the page that code describes.

INTERNET

An interconnected network of computers around the world.

JAVASCRIPT
A programming language used to create dynamic website pages (e.g. interactivity).
KEYWORD
A word which your customers search for and which you use frequently on your site
in order to be relevant to those searches. This use known as targeting a keyword.
Most websites actually target keyword phrases because single keywords are too
generic and it is very difficult to rank highly for them.
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KEYWORD DENSITY

A measure of the frequency of your keyword in relation to the total word count of
the page. So if your page has 200 words, and your keyword phrase appears 10
times, its density is 5%.
KEYWORD PHRASE
A phrase which your customers search for and which you use frequently on your
site in order to be relevant to those searches.
LINK
A word or image on a web page which the reader can click to visit another page.
There are normally visual cues to indicate to the reader that the word or image is a
link.
LINK PATH
Using text links to connect a series of page (i.e. page 1 connects to page 2, page 2
connects to page 3, page 3 connects to page 4, and so on). Search engine spiders
and robots use text links to jump from page to page as they gather information
about it, so its a good idea to allow them traverse your entire site via text links.

LINK PARTNER

A webmaster that is willing to put a link to your website on their website. Quite often
link partners engage in reciprocal linking.
LINK POPULARITY
The number of links to your website. Link popularity is the single most important
factor in a high search engine ranking. Webmasters use a number of methods to
increase their site's link popularity including article PR, link exchange (link partners /
reciprocal linking), link buying, and link directories.
LINK TEXT
The part of a text link that is visible to the reader. When generating links to your
own site, they are most effective (in terms of ranking) if they include your keyword.
META TAG
A short note within the header of the HTML of your web page which describes
some aspect of that page. These Meta tags are read by the search engines and
used to help assess the relevance of a site to a particular search.
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NATURAL SEARCH RESULTS

The real search results. The results that most users are looking for and which take
up most of the window. For most searches, the search engine displays a long list of
links to sites with content which is related to the word you searched for. These
results are ranked according to how relevant and important they are.

RANK

Your position in the search results that display when someone searches for a
particular word at a search engine.
RECIPROCAL LINK
A mutual agreement between two webmasters to exchange links (i.e. they both add
a link to the others website on their own website). Most search engines (certainly
Google) are sophisticated enough to detect reciprocal linking and they dont view it
very favorably because it is clearly a manufactured method of generating links.
Websites with reciprocal links risk being penalized.
ROBOTS.TXT FILE
A file which is used to inform the search engine spider which pages on a site
should not be indexed. This file sits in your sites root directory on the web server.
(Alternatively, you can do a similar thing by placing tags in the header section of
your HTML for search engine robots/spiders to read.
SANDBOX
Many SEO experts believe that Google sandboxes new websites. Whenever it
detects a new website, it withholds its rightful ranking for a period while it
determines whether your site is a genuine, credible, long term site. It does this to
discourage the creation of SPAM websites (sites which serve no useful purpose
other than to boost the ranking of some other site). Likewise, if Google detects a
sudden increase (i.e. many hundreds or thousands) in the number of links back to
your site, it may sandbox them for a period (or in fact penalize you by lowering your
ranking or blacklisting your site altogether).
SEO
Search Engine Optimization. The art of making your website relevant and important
so that it ranks high in the search results for a particular word.
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SEO COPYWRITER

A copywriter who is not only proficient at web copy, but also experienced in writing
copy which is optimized for search engines (and will therefore help you achieve a
better search engine ranking for your website).

SEARCH ENGINE

A search engine is an online tool which allows you to search for websites which
contain a particular word or phrase. The most well known search engines are
Google, Yahoo, and MSN.

SITE MAP

A single page which contains a list of text links to every page in the site (and every
page contains a text link back to the site map). Think of your site map as being at
the center of a spider-web.
SPAM
Generally refers to unwanted and unrequested email sent en-masse to private
email addresses. Also used to refer to websites which appear high in search results
without having any useful content. The creators of these sites set them up simply to
cash in on their high ranking by selling advertising space, links to other sites, or by
linking to other sites of their own and thereby increasing the ranking of those sites.
The search engines are becoming increasingly sophisticated, and already have
very efficient ways to detect SPAM websites and penalize them.
SPIDER
Google finds pages on the World Wide Web and records their details in its index by
sending out spiders or robots. These spiders make their way from page to page
and site to site by following text links.
SPONSERED LINKS
Paid advertising which displays next to the natural search results. Customers can
click on the ad to visit the advertisers website. This is how the search engines
make their money. Advertisers set their ads up to display whenever someone
searches for a word which is related to their product or service. These ads look
similar to the natural search results, but are normally labeled Sponsored Links,
and normally take up a smaller portion of the window. These ads work on a Pay48

Per-Click (PPC) basis (i.e. the advertiser only pays when someone clicks on their
ad).

SUBMIT

You can submit your domain name to the search engines so that their spiders or
robots will crawl your site. You can also submit articles to article submission sites
in order to have them published on the Internet.

TEXT LINKS

A word on a web page which the reader can click to visit another page. Text links
are normally blue and underlined. Text links are what spiders or robots use to
jump from page to page and website to website.
URL
Uniform Resource Locator. The address of a particular page published on the
Internet. Normally in the form http://www.yourbusinessname.com/AWebPage.htm.
WEB COPYWRITER
A copywriter who understands the unique requirements of writing for an online
medium.
WEBMASTER
A person responsible for the management of a particular website.
WORDCOUNT
The number of words on a particular web page.
World Wide Web (WWW)
The vast array of documents published on the Internet. It is estimated that the
World Wide Web now consists of approximately 11.5 billion pages.

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9.BIBLIOGRAPHY:
I did learn and implement in parallel, so here is the list of sources from which we
have taken the guidance.
Books
The Art of SEO, by Eric Enge, Stephan Spencer, Jessie Stric chiola.
SEO Made Simple, by Michael H. Fleischner.
Search Engine Optimization Secrets, by Sean odam.
Search Engine Optimization : An Hour a Day, by Jennifer Grappone.
Quick Win Digital Marketing, by Andrew Carnegie.

Websites
www.seodesignsolutions.com
www.searchenginewatch.com
www.alexa.com
www.ndtv.com
URLs
http://en.wikipedia.org/wiki/Wikipedia:Search_engine_optimization

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