Search Engine Optimization (SEO)

By Shashika Gunasena

• On-site SEO-Direct involve with website

• Off-site SEO-Indirectly submit

Motivation

Top Search Engines (01-Jun-2016)

Google

Bing

Yahoo! Search

Ask

AOL search

0 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000

Estimated Monthly Visitors

Estimated Monthly Visitors

How Search Engines Work?• Basically search engines have the automated programs called

SPIDERS.

• SPIDERS crawl the internet by following links from a page to another.

• As they go, they gather data as in what the page is about and more other factors and index and rank them according to unique algorithms.

• When a user searches about something, search engine will present SERPs based on the ranking they’ve made.

SPIDERS Use…

Evolution of SEO

Evolution of SEO• First Signs Of Life (1991 – 2002)

-Data indexing and delivery • The Early Days (2003 – 2005)

-Links & keywords• The Middle Ages (2006 – 2009)

-Google start leading the market by Google Trends, Google Analytics + Google Suggest was introduced• The Enlightenment (2010 – 2012)

-Content is the King• The Modern Ages (2013 – Present)

-Social Media, Mobile optimization

Evolution of SEO

Stakeholders and Their Share

Stakeholders and Their Share

Copywrite and Marketing Team• Keep the simplicity of content with relevance to the subject

-Simple English• Keyword analysis and usage

-use analytical tools to improve keyword density• Images and videos usage

-use unique images and videos• Update content frequently• Use high social media engagement

UI/UX & Front End Engineers• Structure of the webpage

-Clean and clear flow of content (text, images, videos)• Content Presentation

-images and videos should surround by related content-Keep users on the page longer and attract more users

• Proper usage of HTML elements and attributes• Mobile Optimized web pages• Performance of the page

-Loading time• No broken links• Properly handled error pages

Should Get Rid Of• Over density of keywords• Broken links• Clickbacks• Irrelevant content• Higher loading time pages

SEO Deployment ChecklistOn-sitePage titles exist and are correctH1s exist and are correctMeta descriptions exist and are correctAlt text is targetedContent exists and is correctCorrect version of site is being shown to search engines (if you do

that sort of thing)AccessibilityMeta Robots are correctRobots.txt file is correct

SEO Deployment ChecklistTrackingAnalytics code is correct on every page (type)Ecommerce tracking is properly set up

TechnicalCanonical tag is correctInternal links are followed (unless otherwise stated)301 redirects are in placeSite is canonicalling properlyURLs are absolute (or there are no problems with relative URLs)http:// / https:// are correctResponse codes are correct

OtherSharing functionality exists

Future of SEO• Social Content Will Gain Prominence• Videos Will Still Rule • Mobile Optimization will become crucial• Voice Search Function is a Must• Content Aggregation will get Bigger & Better• The Craze of Mobile Apps Will Grow• Local SEO to Become Even More Important

Q & A

Thank You!