Nikhil Raj RSenior Engineer – SEO

Alamy Images India Pvt. Ltd.

http://www.alamy.com

How do you navigate the web?

GOOGLE

How Search Engines Work

1. Query2. Categorization* *=Relevancy3. Matching documents4. Results*

Is that all?It starts even before you type in Google.

DISCOVER and

ORGANIZE documents.

Main Parts of a Search Engine• Crawler (Google’s web crawler is called

Googlebot)• Index• Algorithm

CrawlingGoogle Search Console (GSC)

Log file Analyzers

Index

Also use Sitemaps in GSC

Our job is to do everything possible to make sure the search engine is able to accurately assess whether the page will fulfill the user’s request.

Why should I care?

Why should I care?

SEO for Developers

How to make sure that I lose my job

URL

Which is better?http://www.nikhil.com/post?id=16http://www.nikhil.com/articleid=16

/web-design: Google sees the words web, design, web design, design web/web_design: Google sees webdesign

http://www.nikhil.com/how-to-create-search-engine-friendly-url

Hyphens are preferred.

http://www.nikhil.com/how_to_create_search_engine_friendly_url

URL - GuidelinesChoose your hostname

http://example.com http://www.example.com301

http://www.example.com/ABOUT-US

http://www.example.com/about-us

301

Set rules for the URL path

http://www.example.com/About-Us 301

http://www.example.com/About-us

301

/Robots.txt

Internal Search

Disallow: /search.html

www.example.com/category/toys.html

www.example.com/search.html?q=toys

www.example.com/search.html?q=toys&price=low-to-high

www.example.com/search.html?q=toys&price=high-to-low

Crawl Optimization

XML Sitemaps

Schema / Structured Data•Sponsored by Google, Microsoft, Yahoo and Yandex•Improves search experience

Schema

Logo schema

Site Search schema Social profiles schema

To debug use Google Structured Data testing tool

Site Speed

•Site speed is a ranking factor•Reduces bounce rate•Increases conversions

Responsive Design• My website is not yet ready for mobile because I am limited by the

technology I have• I don't need a mobile optimization strategy

Mobile friendly Update“Mobilegeddon”

How a user sees the pageWhat Google see!

Images

Image Ranking Factors

• Alt attribute.• Image File Name. (Instead of banner1.jpg use seo-for-

developers.jpg)• Text surrounding the image.• Importance of the Page where the image is placed.

SEO MythsWhat I thought: Google uses Google Analytics data in its algorithm

What I learnt: Google Doesn’t Use Google Analytics data in its algorithm

Data from SimilarTech.com

SEO Myths

What I thought: A lot of 404s can cause a Google penalty.

What I learnt: 404 Error Pages Do Not Cause a Google Penalty

SEO Myths

What I thought: Google cannot crawl and index Javascript.

Disallow: *.cssDisallow: *.js

Remove

What I learnt: Google CAN crawl and index Javascript. Use Fetch and Render in Google Search Console

Questions ?

Love your users. Make a great website that is easier to navigate, loads faster, has useful content. Follow the webmaster guidelines from Google. Traffic and Rankings will follow.

Thank You