WEB DEVELOPMENT SERVICES
                     “WEBSITE DEVELOPMENT USING CMS &
 WEB OPTIMISATION”
PROJECT ON::  
“WEB DEVELOPMENT &
SEO”
USING WORDPRESS AS A  
CONTENT 
MANAGEMENT  SYSTEM
(SITE ONLINE)
WEB DEVELOPMENT & OPTIMIZATION
 Objective
 To design from scratch – a website which 
ranks  well in major search engines, especially, 
Google.
 Reduce the cost and complexity of development
 allow the website to be rapidly developed and 
easily  enhanced.
WHAT IS WEBSITE..??
A website is set of  
related web pages  
served from a single web 
 domain. A website is  
hosted on one or more  
web server, which is  
accessible via network  
such as the internet or  
private network as local  
area network through an  
internet address know as 
 Uniform resource  
locator(Url).
Key Points In Website 
 Development
Domain
Hosting
Technolog
y
Purpose
Content
Navigation
Optimized
Security
Domain Name
•A domain name is unique name 
 that identifies a website. It is an  
identification string that defines a 
 realm of administrative 
autonomy
,authority or control on the 
Internet.  Domain names are 
formed by the  rules Domain Name 
System(DNS).  Any name register 
in DNS is a  domain name.
•A domain name represents an  
Internet Protocol(IP) resource,  
such as a personal computer used 
to  access the Internet, a server  
computer hosting a website.
Web Hosting
Hosting a website means making a website  
available to public worldwide. When you  
create website, it is composed of web pages  
having text, images, videos and other content 
 for people to see them.
 However, people can see your website only
when it is available on the Internet.
To make your website available on the  
Internet, you have to store it on a computer 
 called web server.
When you buy some space on a web server  
and store your WebPages there, your website 
 becomes hosted and can be seen by anyone.
Technol
o  gy
Client-Side  
Technolog
y1. HTML
2. CSS
3. JAVA 
SCRIPT
Server-Side 
 
1T. ePcHP2. XMLhnolog
3y. MySQL
4. Linux\Apache
5. Secure Server
WEB DEVELOPMENT
 Traditional
 Web design & development using languages.
 In order to make Web pages more dynamic looking,  
additional programs and features such as  
JavaScript, PHP, Cascading Style Sheets and others 
 were added to work with HTML pages.
 Using CMS(Content Management System)
 An application which lets one create and manage a
website using an admin panel.
 A content management system can potentially  
reduce website implementation and design costs  
while greatly facilitating the ability to manage content 
 within the site.
TRADITIONAL WEB DEVELOPMENT
 HTML elements form the building blocks of all
websites.
 It can take longer to design a website using HTML
 Older versions of HTML can become obsolete and 
 result in diminished SEO over time as the code is  
updated
 With HTML, one character out of place can mean 
 your entire website doesn’t load properly; it is a  
much more tedious process
CONTENT MANAGEMENT SYSTEM: 
 A DEFINITION
Content – any information published on a 
 Web site, be it text, HTML, images,  
videos…
Management – the workflow and processes 
 in place to create, share, and control  
information during its lifecycle
Systems – an application that enables the 
 creation, collection, publishing, and  
presentation of content
CONTENT MANAGEMENT SYSTEM:
A CMS consists of two elements:
The content management application (CMA) element  
allows the content manager or author, who may not  
know Hypertext Markup Language (HTML), to  
manage the creation, modification, and removal of  
content from a Web site without needing the expertise 
 of a Webmaster.
The content delivery application (CDA). element uses  
and compiles that information to update the Web site.
The features of a CMS system vary, but most include  
Web-based publishing, format management, revision 
 control, and indexing, search, and retrieval.
CONTENT MANAGEMENT SYSTEM: 
 CHARACTERISTICS
Content is separate from presentation
WYSIWYG editors
Not software-based, browser-based
Robust user management
Content approval
Easy installation of new features
CONTENT MANAGEMENT SYSTEM: 
 BENEFITS
 Lower technical burden
 Streamlined content creation, approval, 
 and publishing processes
 Timely, more accurate content
 Content scheduling and expiration
 Consistent templates and branding
 Facilitation of future site-wide changes
WEB DESIGN AND CMS
CMS or Content Management Systems are becoming more  
and more popular with web design organizations. They have  
come to realize that CMS is the future of website 
development  and may be left behind in the industry if they do 
not begin  offering CMS services.
CMS certainly saves the company’s time it spends on web
design and allows them to put more efforts into marketing.
CMS gives the company the freedom it needs by providing  
them with an ability to update the site when needed, not 
when  convenient.
CMS also saves the company’s costs by not having to run to 
 the web designer every time an update is needed.
Although there are many open source CMSes  
available, the following CMSes are thus PHP-based,  
and use a MySQL database. The advantages of using 
 such a CMS include portability, support and a large  
developer base with frequent updates and  
improvements.
 Drupal - a free open source content management 
 system written in PHP and distributed under the  
GNU General Public License
 Joomla - an open source content management  
system platform for publishing content as a Model– 
 view–controller (MVC) web application framework
 Wordpress - an open source CMS, often used as a  
blog publishing application, and is the most popular 
 blog software in use today
INSTALLATION OF 
 WORDPRESS
WHAT IS 
WORDPRESS?
• WordPress is an open source CMS, 
 powered by PHP and MySQL.
• It is popular among users for its ease of 
 installation.
• It was first released on May 27, 2003.








WEBSITE  
OPTIMIZATIO
N
WHAT IS A SEARCH ENGINE?
 Definition: An internet-based tool that searches an index of documents
for a particular term, phrase or text specified by the user.
 Common Characteristics:
 Spider, Indexer, Database, Algorithm
 Find matching documents and display them according to
relevance
 Frequent updates to documents searched and ranking algorithm
HOW DOES SEARCH ENGINE WORKS?
 Spider “crawls” the web to find new documents (web pages, other  
documents) typically by following hyperlinks from websites already in 
 their database
 Search engines indexes the content (text, code) in these documents by 
 adding it to their databases and then periodically updates this content
 Search engines search their own databases when a user enters in a  
search to find related documents (not searching web pages in real-time)
 Search engines rank the resulting documents using an algorithm
(mathematical formula) by assigning various weights and ranking 
factors

ANATOMY OF A SEARCH ENGINE
WHAT IS SEO
 SEO is an abbreviation for search engine optimization.
 SEO is the process of improving the volume or quality of traffic to a web 
 site from search engines via search results.
 SEO aims to improve rankings for relevant keywords in search results.
SEO PROCESS
 5 steps process:
 Research
 Reporting
 Optimization
 Submission/Re-Crawl
 Follow Up Reporting
HOW TO OPTIMIZE
HOW TO OPTIMIZE
Skills in the areas of analysis, research, planning, copy writing and
communication.
Pre-site activities
The research and planning activities undertaken before an 
 existing or new site or page is actually touched or built.
• Understanding your organization's online business strategy
• Researching your market category, customers and 
competitors
• Keyword research and selection
On-site activities
The activities directly involved in the content and design of web 
 pages.
HOW TO OPTIMIZE
• Writing the title, description and keyword meta tags
• Writing content – Body copy, titles, image tags, outbound links that 
 reflect and enhance keywords.
• Building internal links – Helping the search engines navigate the 
 site
• Site design and construction - Ensuring the web page utilizes  
design and code that can be properly crawled and indexed by the 
 search engines.
Off-site activities
Building a portfolio of quality inbound links to your web site.
Post –site activities
Analyzing and responding to site traffic and user feedback once a 
 web site has been optimized. Effective SEO is a continuous activity.
HOW TO OPTIMIZE
 1 - The Pre-Site Phase
• Understanding your Organization's Online Business Strategy
• Researching your Market Category, Customers and Competitors
• Keyword Selection - Factors
• Category Priorities
• Search Volumes
• Competitive Advantage
• Competition
• Relevance
• Making your keyword choice
HOW TO OPTIMIZE
 2 - The On-Site Phase
• Writing Meta Tags
• Meta Tag Priorities
• Writing Content
• Technical Issues – Site Design and Construction
 3 – The Off-Site Phase
• Key Factors Effecting Link Quality
• Google Page Rank
• Site and Page Relevance
• Link Density
• Anchor Text
• Link Age
• Originating Site has been Crawled and Indexed
• A Suggested Approach to Link Building
HOW TO OPTIMIZE
 4- The Post-Site Phase
• Managing and responding to search marketing feedback
• Log Files
• Pay Per Click
• The SEO Cycle
Title tag
Meta description tag 
 (or first paragraph 
of  text if no meta 
des  has been 
Kadedyewdo)rds
ON PAGE OPTIMIZATION
 On-page optimization (on-page SEO) is what can be done on the pages  
of a website to maximize its performance in the search engines for target 
 keywords related to the on-page content.
 On-page optimization stands for all of the techniques and methods used 
 on your website that is hosted on a server.
 On-page optimization has an effect on your website listing in natural
results .
 On-page factors are controlled by coding on website pages
ON PAGE SEO ELEMENTS
 Title tags
 Meta tags
 ALT tags
 Header(H1,H2) tags
 URL Structure
 Internal Linking
 Relevant keywords near your inbound link
 Content
 Keyword Density
 Site maps
 Usability
OFF PAGE SEO OPTIMIZATION
 Off-page optimization (off-page SEO) is what can be done off the pages  
of a website to maximize its performance in search engines for target  
keywords related to the on-page content and keywords in off-page direct 
 link.
 Off-page optimization is the most important part in search engines  
optimization because it gives back links to your sites and it requires a lot 
 of work on a daily bases.
 It helps to maximize website performance in search engine for target 
 keywords
OFF PAGE SEO ELEMENTS
 Search engine submission.
 Social Bookmarking submission.
 Article submission.
 Press release submission.
 Blog creation & Posting .
 Forums & comment posting.
 Directory Submission
 Yellow pages and classified
 Profile Mailing
 B2B Submission (Business 2 Business)
 RSS feeds and submission
LINK BUILDING
 What is Link Popularity?
 Link Popularity refers to the number of links pointing TO your site 
 FROM other sites on the Web.
 Building links is one of the most important factors in getting top 
 placements on the major search engines
 Why are links so important?
 Now a days, inbound links are the one of most important factors for  
getting a high keyword ranking, the most search engines are ranking 
 their search result based on the link popularity from your site.
Not the quantity of links, but the quality of those links is important.
WHITE HAT SEO VS. BLACK HAT 
 SEO
 Black Hat SEO  White Hat 
SETOechniques used to get higher   Conforms to search engine 
search rankings in an unethical  designs and involves no  
 manner. deception.
 Disapproved by search  Approved by search 
engines engines.
 Site is eventually banned, de-  Results last a long time.
 indexed or penalized  White hat SEO techniques  
through  lower rankings. include research, analysis, re- 
 Black hat SEO techniques include  write meta tags to be more  
 keyword stuffing, doorway and  relevant, content improvement 
cloaked pages, link farming,   and web redesign.
hidden texts and links, blog  
comment spam.
SEO TOOLS
 The 6 tools you need to use to become a highly-profitable SEO expert:
 Search Analytic Tools- establish your marketing goals and establish a 
 baseline for where you are at right now.
 Keyword Research Tools- discover the keywords your customers are 
 searching for right now.
 Competitive Research Tools- see what keywords your competitors are 
 targeting.
 PPC Tools- buy important keywords and track the results to understand 
 how well they convert, which helps you focus you organic SEO strategy 
 on the most profitable keywords.
 Link Analysis Tools- start building your link profile and track your 
 progress compared to competing websites.
 Search Engine Ranking Checkers- determine how effective your 
 marketing is by watching your search engine rankings improve.
Meta tags are hidden HTML tags used to describe various 
 aspects about a Web page. The two most important meta  
tags are the 'meta description' and 'meta keywords' tags.