chapter 2 on-page seo in details

SEO Training bySession 2015/16

Search Engine Optimization Training

Page Locus is a popular online website analysis and SEO tool which help SEO

individuals, Agencies and Enterprise to manage their SEO Efforts.Page Locus

also expertize in providing training to Digital Marketers and SEOs.

Module 2: On-Page SEO in Detail

What is Page Locus?


AIM of Module

To gain basic understanding about

SEO Audits (Basic and Advanced)

Keyword Research

SEO Correlation Factors

URL

Site Structure

URL Canonicalization

Importance of Title Tag

Using Meta Tags with Precision

How to use Header Tags

Structured Data and Rich Snippets

Sitemaps and Robots.txt

Redirects (301,302 etc)

Links - No-Follow Vs Do-Follow Links

Other On-Page SEO Factors


Two Methods of SEO Audit

Manual SEO Auditing SEO Auditing via Tool

Pros

Cheap

Sometimes more accurate

Cons

● Too Much Time Consuming

● Report Generation is Tedious

● Customization can be tricky

Pros

Much Faster than Manual Auditing

Can Easily Generate Report

Customization is Easy

Cons

● Can be expensive


Some Popular SEO Audit Tools

1. Woorank.com - Freemium (Starting $49)

2. Pagelocus.com - Open Source (Free)

3. iWebChk.com - Freemium ($19)


Manual SEO Audit Checklist (Basic)

1. Check if Webpage has H1 Tag or not.

2. Check if www version redirects to non-www version or vice-versa

3. Check if website has Title Tag and is relevant to webpage.

4. Check for Meta-Description

5. Check if Website has XML Sitemap

6. Check if Website has Robots.txt

7. Analyse Keywords Present on the webpage.

8. Check for dofollow and nofollow links on the webpage

9. Check Content Quality and Quantity


Next Step in Auditing

Create Recomended Task List by Priority

Generate a PDF Report for Improvement

Send Files such as sitemap and robots.txt

Compare Report with Competitors

Send Report to Client


Keyword Research..

1. Long Tail Keywords

eg. buy white car in new jersey

2. Short Tail Keywords

eg. buy car


Importance of Long Tail Keywords


Why Keywords are Important?

● Relevant keywords in content of a website/blog helps in better search

engine ranking.

● Keywords helps target specific audience .

● Keyword profiling helps better understanding of customer behaviour for

marketing practices.

● Picking right keywords could significantly raise the CTR.


How to choose keyword for a campaign?

Search Volume

Competition

Relevancy

Possible Conversion Rate

Geo Targeting

Current Trends

Go for Long Tail Keywords

Try Variations (Popular Synonyms)


Tool for Keyword Research (Adword Keyword Planner)


Final Result (Adwords Keyword Planner)


Keyword Suggestion Tool

http://www.pagelocus.com/tools/Keyword-Suggestion-Tool.aspx

http://www.pagelocus.com/tools/Keyword-Suggestion-Tool.aspx


SEO Correlation Factors

What do you mean by SEO Correlation factors?

Ans. In simple words it’s the possible gravity or weightage of attributes

such as title, meta description ,keyword density, header tags, social

popularity etc in search engine ranking position.

When to use SEO Correlation for a client or Project?

Ans. Use SEO Correlation for a project that is for a niche which is

highly competitive and your client’s website has barely any history as

implementing Correlation can be very challenging.


SEO Correlation Factors for 2015

Source : moz.com


URL

Keep the URL as short as possible (Easy to remember)

Have a defined structure to URLs on your website eg

http://www.example.com/blog/page-name

Add Relevant Keyword or Keyword variation to the URL

Avoid Characters like underscore in the URL.

Every webpage should have a unique URL



Some Examples

SEO Friendly URLs

http://www.example.com/page-name


http://www.example.com/keyword/keyword2-some-charachters

Non-SEO Friendly URLs

http://www.example.com/pageid?=182357235

http://www.example.com/amazon_pic_2015_via_canon_dg1235

http://www.example.com/?productid=1234&priceless=300&loc=us&lan=engilish

http://www.example.com/page-name


http://www.example.com/keyword/keyword2-some-charachters

http://www.example.com/pageid?=182357235

http://www.example.com/amazon_pic_2015_via_canon_dg1235

http://www.example.com/?productid=1234&priceless=300&loc=us&lan=engilish


Site Structure

Simple for User Navigation

Should have a proper URL Structure

Make sure internal links are dofollow

Try to have minimum navigation depth

Label Links with relevant keywords.


Example of a poor site structure..


Example of Better Site Structure


URL Canonicalization

Why URL Canonicalization?Eliminates possibility of duplicate content for search engine.

Better PageRank utilization when URL Canonicalization is present.

URL Consistency appearing in search results.


Importance of Title Tag

Plays a vital role in search engine ranking.

An optimized Title Tag leads to better CTR and hence better traffic.

Should contain the keyword you want to rank for.

Should have a maximum character length of 60.

Should be relevant to the contents of the webpage.

Sample Code<html>

<head> <title> Here goes the title </title>

</head>

</html>



Meta Description Tag - Provides information about the content of the

webpage to the search engine.

Should not contain more than 165 characters.

Avoid

Try not to stuff meta description with too many keywords rather try to

convince user with intriguing meta description

Duplicate Meta Description

https://support.google.com/webmasters/answer/79812?hl=en




How it all works..


How to use Header Tags

Header tags are used to define headings and range from <h1> to <h6>

Try to have 1 and only 1 H1 Tag on a webpage

Have other subheadings be H2,H3,H4,H5 or H6.

Header Tags Priority and Impact Curve


Structured Data and Rich Snippets

Product Based Structured

Data

Breadcrumbs

More info: https://developers.google.com/structured-data/

https://developers.google.com/structured-data/


More about Structured Data and Rich Snippets

Having Search Box Sitelink

https://developers.google.com/structured-

data/slsb-overview

Customize Knowledge Graph

https://developers.google.com/structured-

data/customize/overview

https://developers.google.com/structured-data/slsb-overview

https://developers.google.com/structured-data/customize/overview


Sitemaps

A File Containing all the links that you want Search Engines to Crawl.

Helps when your website is not interlinked properly.

Types

XML Sitemaps HTML Sitemaps

(For Search Engines) (For Users)

To Create Sitemap Visit : https://www.xml-sitemaps.com/

https://www.xml-sitemaps.com/


Info on XML Sitemaps

<?xml version="1.0" encoding="UTF-8"?>

<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">

<url>

<loc>http://www.pagelocus.com/</loc>

<changefreq>daily</changefreq>

<priority>1.00</priority>

</url>

</urlset>

Sample Code

Note: Upload XML Sitemap to the root folder of your website

http://www.pagelocus.com/


Robots.txt

Contrary to sitemaps robots.txt contain all links that you don’t want search engine to crawl.

eg http://www.example.com/thankyou.php, Private Files,

User-Agents - Google-bot,Googlebot-Image,Bing-bot etc

More Info : https://support.google.com/webmasters/answer/6062596?hl=en

http://www.example.com/thankyou.php



Redirects 301,302

When to use 301 Permanent Redirect ?

If Page A redirects to Page B and the contents of Page A is same as of Page B.

Why to use 301 Permanent Redirect?

So that search engines will not treat the content of Page A and Page B duplicate and all the Page

Rank will flow towards Page B. In case the Page A does the 302 (temporary redirect) then Page Rank

is shared among Page A and Page B.


Links

Linking from One Page to Another (Same Site or Other Website).

Backlinks are Other Websites Linking to Your Website

Links Placed on the top of the webpage is given higher priority as compared

to links placed at the bottom.


Do-Follow Links

Dofollow links are links that count as points, pushing SEO link juice and

boosting the page rank of the linked-to sites, helping them go higher. In simple

language it can be said that a dofollow link shares it PageRank to an extent

with the hyperlnk.

These are the backlinks usually targeted by the link builders to enhance search

engine results by linking to highly SEO optimized websites and increase

PageRank in less time.


No-Follow Links

Nofollow Link are the links that does not count as a point in the page’s favor, and does not help

boost PageRank or helping them appear higher in search engines.

<a href=”http://www.website.com/” rel=”nofollow”>Link Text</a>

A Nofollow tag is basically for the search engines stating “don’t count this” .

● In simple language it can be said that a Nofollow link does not help in enhance ranking of the

hyperlink, but nofollow links do hold its importance in bringing the traffic to the website through

the referral link/hyperlink that increases the page view which automatically boost the search

engine ranking by popularity aspect.

http://www.website.com/


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Backlinks

Backlinks also known as Inbound Links(IBL’s) are the links that points the users

from someone else webpage/blog post to your web address /web page.

Backlinks plays vital role in boosting search engine ranking position ,Search

engines figure out if lots of users are linking to the same page.

For eg :

Frank wrote a post on his website ,now going through Cooper found it

interested enough to share it on his website by mentioning the link in his post

via a hyperlink, this means Frank have just earned a backlink for his post.

chapter 2 on-page seo in details

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