The document discusses search engine optimization (SEO) strategies. It provides statistics on the number of daily searches on Google and Google's dominance in the Indian search market. It outlines key on-site SEO factors like optimizing page titles, descriptions, body text, URLs, heading tags, image alt text, and internal linking. It also discusses technical SEO issues like site speed, security, and canonicalization. The document is a guide for webmasters to improve their search rankings through on-site and technical SEO best practices.
24. Highlights of each phase
• 1.0
• 1995-2003
• Yahoo, Amazon,
Netscape
• Infrastructure and
gelng content online
2.0
2004-2009
Google, Flickr,
Facebook
User interface and
social community
3.0
2009à
Siri, Primal Fusion,
Twine, WolframAlpha,
Structured data,
meaning and context
Web Era
Dates
Significant
Companies
Major
focus
27. 3 CORE PRINCIPLES OF SEO
INDEXATION
• Technical SoluGon that respects SEO Best PracGces
• Site Architecture Mapped to SemanGc VerGcals
• Archiving that preserves content integraGon & interlinking forever
RELEVANCE
• OpGmizing Keywords into Silos
• Internal linking strategy that distributes SEO & PageRank value
POPULARITY
• QuanGty / Quality / Age / Frequency of links obtained
• SemanGcs aspect of backlinks (anchor text)
• DiversificaGon of backlink entry points (hub pages)
129. DO’S & DONT’S – ONSITE
SEO To-Do
• Define your IA and determine canonical URLs for hub pages across all
major categories, with expansion ability
• Use breadcrumb style navigaGon – Put all new content in it!
o EG: Home > Kitchen > Major Appliances > Stoves
• Include relevant category-specific navigaGon at each level
• Make interlinking mandatory! Include in-content links to similar pages
around the site, and give links from other pages
• Keep updated HTML and XML sitemaps for all new content
• Learn all the (new) ways to control indexaGon and linkjuice flow
130. DO’S & DONT’S – ONSITE
SEO Don’ts
• Let the same content appear on more than one URL
• Just throw content up without linking to it, or linking from it
• Spread your linkjuice thin over pages without unique content
• Leave open ended page scripts like calendars
• Archive poorly (or not at all) without respect to your IA
• Return server headers other than 404 for error pages
• Think you can fix linkjuice distribuGon issues with robots.txt