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WEBMYNE SYSTEMS Complete Internet Marketing & SEO Training Guide [2014]

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WEBMYNE SYSTEMS Complete Internet Marketing & SEO Training Guide [2014] SEO Training Guide - 2014 Webmyne, SEO Training Guide 0 TABLE OF CONTENTS Introduction to SEO # INTRODUCTION TO INTERNET MARKETING # SEARCH ENGINE BASICS # SEO REQUIREMENTS # Types of SEO # ON-PAGE SEO # OFF-PAGE SEO # Off-page SEO Overview # WHAT IS LINK BUILDING? # IMPORTANCE OF OFF-PAGE SEO OR LINK BUILDING # QUALITY LINK BUILDING/LINK DEVELOPMENT WAYS # Link Popularity in Practice # DIRECTORY SUBMISSION SOCIAL MEDIA OPTIMIZATION / BOOKMARKING ARTICLE SUBMISSION BLOG CREATION / SUBMISSION / MARKETING NEWS / PR / RELEASES FORUM POSTING CLASSIFIEDS COMMENTING (BLOGS / ARTICLES / FORUMS) LINK EXCHANGE EMAIL MARKETING BUSINESS DIRECTORY SUBMISSION GROUPS / COMMUNITY PROFILES CREATION SOCIAL NETWORKING RSS / ATOM / OPML / XML PINGING VIDEO SUBMISSION / PODCASTING / AUDIO SUBMISSION SOFTWARE SUBMISSION SLIDE SHARE / DOCUMENT / PDF SHARING On Page SEO Overview # KEYWORD RESEARCH # META TAGS AND TITLE OPTIMIZATION # CANONICAL TAG, META ROBOTS AND REL=NOFOLLOW TAGS # CONTENT OPTIMIZATION # URL OPTIMIZATION # IMPORTANCE OF ROBOTS.TXT AND HTACCESS # Webmyne, SEO Training Guide 1 Site Architecture # WHAT IS SITE ARCHITECTURE? # SEO FRIENDLY SITE STRUCTURE # Google Algorithms and Updates # WHAT ARE GOOGLE/SEARCH ENGINE ALGORITHMS? # EXPLAINING PANDA, PENGUIN AND HUMMINGBIRD UPDATES # Social Media Optimization & Social Networking # WHAT IS SOCIAL MEDIA OPTIMIZATION? # PARTICIPATING IN FACEBOOK, TWITTER, LINKEDIN, PINTEREST # EFFECTIVE SOCIAL MEDIA MARKETING TACTICS # Site Monitoring and Rank Checking # SITE ANALYSIS USING GOOGLE ANALYTICS # MONITORING THROUGH GOOGLE WEBMASTER TOOL # RANK CHECKING # Dynamic Site Optimization # SEO Friendly Design Structure # IMAGE OPTIMIZATION # DROP DOWN MENU (DYNAMIC MENUS) # SITE ACCESSIBILITY # JAVA SCRIPTS # CSS OPTIMIZATION # FRAME STRUCTURE # FLASH # HTML OVERVIEW [PRACTICAL] # EMAIL MARKETING # CREATING EMAIL MESSAGE # WORKING WITH MAILING LIST # RUNNING CAMPAIGN – TIPS, CTR KNOWLEDGE ETC. # PAY-PER-CLICK MARKETING # CREATING ADWORDS ACCOUNT # CREATING AND MANAGING CAMPAIGNS # RUNNING CAMPAIGN – CLICKS, AD OPTIMIZATION ETC. # Webmyne, SEO Training Guide 2 SEO Training Tutorial Introduction to SEO Introduction to Internet Marketing Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising like radio, television, newspapers and magazines. Specialized Areas of Internet Marketing: Internet marketing can also be broken down into more specialized areas such as Web marketing, email marketing and social media marketing: Web marketing: includes e-commerce Web sites, affiliate marketing Web sites, promotional or informative Web sites, online advertising on search engines, and organic search engine results via search engine optimization (SEO). Email marketing involves both advertising and promotional marketing efforts via e-mail messages to current and prospective Facebook customers. Social media marketing involves both advertising and marketing (including viral marketing) efforts via social networking sites like, Twitter, YouTube and Digg. Search Engine Basics: There are many different search engines available today the most famous of which is Google. Other examples include Bing from Microsoft and Yahoo. It is important that if you are promoting a website you make sure that each individual search engine is aware of your particular website. Search engines use automated software called robots, bots, spiders or crawlers to search through websites on the web and then indexes the results in giant databases. The search engines will also search for pages that have been updated and modified since the last time they were crawled by the search engines. A very basic search engine includes a number of processing phases: o Crawling: to discover the new or updated web pages on the internet o Indexing: to build an index [store the web page] to facilitate query processing o Query Processing: Extract the most relevant page based on user's query terms o Ranking: Order the result based on relevancy Webmyne, SEO Training Guide 3 Must Read: How Search Works - http://www.google.ca/intl/en/insidesearch/howsearchworks/thestory/ How Search Engine Works - http://java.dzone.com/articles/search-engine-basics Crawling: Crawler's job is to collect web pages on the internet, it is typically done by a farm of crawlers, who do the following: Start from a set of seed URLs, repeat following… Pick the URL that has the highest traversal priority. Download the page content from the URLs to the content repository (which can be a distributed file system, or DHT), as well as update the entry in the doc index Discover new URL links from the download pages. Add the link relationship into the link index and add these links to the traversal candidates Prioritize the traversal candidates Indexer: The Indexer's job is to build the inverted index for the query processor to serve the online search requests. First the indexer will build the "forward index" 1. The indexer will parse the documents from the content repository into a token stream. 2. Build up a "hit list" which describe each occurrence of the token within the document (e.g. position in the doc, font size, is it a title, anchor text ... etc.). 3. Apply various "filters" to the token stream (like stop word filters to remove words like "a", "the", or a stemming filter to normalize words "happy", "happily", "happier" into "happy") 4. Compute the term frequency within the document. From the forward index, the indexer will proceed to build a reverse index (typically through a Map/Reduce mechanism). The result will be keyed by word and stored in a DHT. Ranker: Ranker's job is to compute the rank of a document, based on how many in- links pointing to the document as well as the rank of the referrers (hence a recursive definition). Two popular ranking algorithms including the "Page Rank" and "HITs". Query Processor: When user input a search query (containing multiple words), the query will be treated as a "query document". Relevancy is computed and combined with the rank of the document and return an ordered list of result. There are many ways to compute the relevancy. We can consider only the documents that contains all the terms specified in the query. In this model, we search for each term (with the query) a list of document id and then do an intersection with them. If Webmyne, SEO Training Guide 4 we order the document list by the document id, the intersection can be computed pretty efficiently. Must Read: SE Operators - http://www.bruceclay.com/newsletter/1004/seoperators.html SEO Requirement: Top 3 SEO Requirement: To make your website focused to an international audience, there are three key elements that must be implemented in order for your efforts to be worthwhile. o Technical Search Requirements: First and foremost, getting your technical elements set up correctly is one of the most critical basics for a SEO campaign to be valuable and successful. Starting a SEO campaign is like building a sound foundation for a house: working from the ground up to test issues for crawling and indexation, creating accurate XML sitemaps, and correctly using Webmaster Tools to target a specific country are some of the first steps to creating an operational site for an international audience. Before moving on to making the frame of the house you must define the hierarchal structure of the site for internal linking purposes. These first steps for technical SEO will provide sound groundwork to move on to the next key elements of International SEO. o Inbound Links: Inbound links is a vital pillar to holding the roof for the International SEO requirements infrastructure. Creating a website that will not only produces results in country –specific searches but also coordinates with achieving results in a locally based campaign is tricky. A marketing plan for the site must include content creation that is not only useful to a local audience but is easily accessible and a valid peek of interest globally. Remember you aren’t just targeting a local audience anymore. Keep user experience and your target audience in check to identify higher quality links that are relevant to a user’s industry for better rankings and higher traffic. o Locally Relevant Content with Indicators: Lastly and most importantly is optimizing content. Placing a roof on the SEO infrastructure may be the most difficult part. Unlike normal sites when publishing a site targeted for an international audience the content needs to be translated to something a native speaker of that language can understand, which may not be an easy task. Need some tips? Try creating content that isn’t limited to just translation instead optimized after translation. Don’t go the easy route and just optimize in English. Make sure to look at popular keywords that are country-specific when optimizing content. Webmyne, SEO Training Guide 5 And, if at all possible having a native speaker correct your generated content always helps for review. Most of these handy –dandy key elements are also in conjunction with the best practices for SEO and by no means explains every aspect to International SEO. However, if you cater your SEO efforts to an international audience these may be truly helpful to get you on the right track. Types of SEO On Page SEO: On page SEO or search engine optimisation is making sure that your website is as search engine friendly as possible. If your website is not optimised then you have less chance of getting good results in the search engines, here is a quick guide towards good on page SEO: Keywords Research: Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the "right" keywords can make or break your website. Through the detective work of puzzling out your market's keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
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