Search Engine Optimization Course
Introduction: -
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers. SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines. SEO differs from local search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links is another SEO tactic. By May 2015, the mobile search had surpassed desktop search. In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.
Relationship with Google
In 1998, two graduate students at Stanford University, Larry Page, and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links. PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.
Page and Brin founded Google in 1998. Google attracted a loyal following among the growing number of Internet users, who liked its simple design. Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals. The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and have shared their personal opinions. Patents related to search engines can provide information to better understand search engines. In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.
In 2007, Google announced a campaign against paid links that transfer PageRank. On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the no-follow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat no-followed links in the same way, to prevent SEO service providers from using no follow for PageRank sculpting. As a result of this change, the usage of no follow led to the evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace no followed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally, several solutions have been suggested that include the usage of iframes, Flash and JavaScript.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results. On June 8, 2010, a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..." Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs, the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system which punishes sites whose content is not unique. The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine. Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words. With regards to the changes made to Search Engine Optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.
Course Content
Introduction to Search Engines
a) How the search engine works?
b) Components of Search Engines
c) Google Algorithms
d) Google Results Page
e) Panda, Penguin, Humming Bird & Pigeon
f) Latest Updates in Google
g) Online Resources
Off Page Optimization
a) What is Link Building
b) Types of Linking Methods
c) Do Follow Vs. No Follow
d) Link building Guidelines
e) Linking Building Methodology
f) Links Analysis Tools
g) Directory Submissions
h) Local Business Directories
i) Social Bookmarking
j) Using Classifieds for Inbound traffic
k) Question and Answers
l) Blogging & Commenting
m) Guest Blogging
n) Press Releases
o) Link Building Resources
Local SEO
a) What is Local SEO?
b) Importance of Local SEO
c) Submission to Google My Business
d) Completing the Profile
e) Local SEO Ranking Signals
f) Local SEO Negative Signals
g) Citations and Local Submissions
Penguin Recovery Process
a) Symptoms of Penalty
b) Analyze which update hit the Site
c) Compare the Before/After data
d) Panda recovery process
e) Penguin recovery process
f) Mobile friendly update
g) Disavow Tool
SEO Reporting
a) Website Position Analysis
b) Website Monthly Reports
Keyword Research and Competition
a) Introduction to Keyword Research
b) Types of Keywords
c) Keyword Research Methodology
d) Business Analysis & Categorization
e) Google Keyword Planner
f) Market Research and Analysis
g) New Keyword Ideas
h) Competition Analysis
i) Finalizing the Keywords List
On page Optimization
a) Introduction to On page
b) What is Webmaster Tools
c) Verification Process in GWMT
d) Selection target Location
e) On page Analysis Methodology
f) Fundamental On-page Factors
g) Website Speed
h) The domain name in SEO
i) URL Optimization
j) Title Tag Optimization
k) Meta Tags Optimization
l) Content Optimization
m) Sitemaps Generation
n) Using Robot.txt in Site
o) URL Redirecting Techniques
p) Canonical Links
q) Rich Snippets
Course Details
Pedagogy: -
Professional Work
Duration: -
2 Months
Difficulty: -
Basic to Intermediate
Course Composition: -
a. Problem Solving Exercises
b. Reading Material
c. MCQs
Assessment: -
a) Practical Test
b) MCQ Theory Base
Certified By: -
DEEP IT & COMPUTER TRAINING INSTITUTE
