Unit 2 - Introduction To Search Engine Optimizaton-1
Unit 2 - Introduction To Search Engine Optimizaton-1
INTRODUCTION TO SEO
Overview of SEO
SEO is the act of modifying a website to increase its ranking in
organic (vs paid), crawler-based listings of search engines
Driving organic traffic from search engines.
5 Basic methods
Keyword Research. ...
On-Page Content. ...
SERP Optimization. ...
Page Structure. ...
Internal Linking.
Need of SEO
it makes your website more visible, and that means more traffic
and more opportunities to convert prospects into customers
Web Traffic
Trustworthy
User Experience
Growth
How Search engine Works?
How do organic search listings work?
A spider or crawler which is a component of a SE gathers listings
by automatically "crawling" the web
The spider follows links to web pages, makes copies of the pages
and stores them in the SE’s index
Based on this data, the SE then indexes the pages and ranks the
websites
Major SEs that index pages using spiders: Google, Yahoo,
AltaVista, MSN, AOL, Lycos
SEO Tactics and Methods
White Hat SEO
good SEO practices that search engines recommend
• Following Search Engine Rules and Guidelines •Violates The Engine Rules and Guidelines
• To drive traffic to a site link building links which • To drive traffic to a site without adding value to
aims to educate users. content or enhancing user experience
• Fresh Relevant Content , relevant Page Titles • Duplicate Content, Cloaking Text or Links
and Tags
• Getting Links from the related industry websites • Getting Links from the not related industry
websites
• Ex - Optimizing WebPages for certain keywords. • Ex - The use of invisible text, doorway pages,
Creating high-quality content. Improving the keyword stuffing, page swapping, or the addition
speed of a website of unrelated keywords to a page.
Introduction to Search Engine Ranking
On Page SEO
Change in HTML code
Image Enhancement
Adding SEO friendly content
Continuous updating the Webpage
Content and Structure of the Website
Introduction to Search Engine Ranking
Off Page SEO
All activities without changing the website
Building Links
Social Media Marketing
Other Activities like
Video Marketing
Guest Posts
Podcasting
Introduction to Search Engine Ranking
On Page SEO
Identify Target Keywords. ...
Optimize the Title Tag. ...
Write Your Headline in an H1 Tag. ...
Write a Meta Description That Boosts Clicks. ...
Check the URL Slug for SEO-Friendliness. ...
Add Target Keywords to Your Body Content. ...
Review Your Content Quality.
Introduction to Search Engine Ranking
Off Page SEO
Secure valuable back links.
Be more active on social media.
Guest post on third-party websites.
Spend more time in comment sections.
Consider investing in local SEO.
Add an RSS feed subscription box.
Post on forums.
Build trust.
Introduction to Search Engine Ranking
What is SEO Ranking
A Website position in the Search Engine Result Page
Search engines calculate search results via intricate, patented
algorithms.
High Ranking = More Customer
Rank in different Search Engine
Google
Yahoo
Bing
Important factors for SEO Ranking
What is SEO Ranking
User-Friendly Websites:
Page Speed:
Webpage Content Quality:
Website Age:
Satisfying Search Intent:
Backlinks:
Technical SEO
Important factors for SEO Ranking
User-Friendly Websites:
Easy Navigation
Page Speed:
Google prioritizes - How quickly site load on Browser, Mobile phones and other
devices
Webpage Content Quality:
Topic, correct grammatically, parallel in writing/tenses , spelling errors.
Content must accurate and Error free
Website Age:
Not the sole reason,
But an older website is more likely to have earned a strong backlink profile
Important factors for SEO Ranking
Satisfying Search Intent:
Relevant Content for the.
An article titled “How to Get Out of Debt” but your content is about taking out
loans
Keyword Research is important
Backlinks:
Backlinks are hyperlinks pointing from one web page to another web page
More links may potentially lead to more authority
Technical SEO:
Use Header - Place keywords and keyword phrases in headers;
Meta Description - between 140-160 characters – to grab the reader's attention
Diff ways to improve SEO Ranking
Keyword Research:
Help us understand what an audience is searching for
Change the content and keywords as per the searches
Tools are available
Ex tools – Semrush, Google Trends
Design Engaging Content
balance between producing educational and entertaining content.
Short and Sweet Content, concise and accurate information
to place more links throughout
Create Accurate Content:
grammatical and spelling errors,
information with evidence
statistics, cite the source and use reputable sources
Diff ways to improve SEO Ranking
Relevant Internal/External Links :
Important to create a web of links to internal and external sources, the information
needs to be relevant
Ex - If you are writing about taxes and include an internal link to an article about
sports injuries
Domain Authority (DA)
is a metric, developed by MOZ considered the root domain for the Website
Check Technical SEO:
broken links, keyword cramming, and mislabelled headings will be harmful.
An error-prone webpage decreases the credibility of the rest of the content.
SEO Audit
Social Media and SEO
One point of contact –People with All Age, All Region, All Gender
71% of consumers who have had a positive experience with a brand on social media
are likely to recommend the brand to their friends and family
Consumers are 6x more likely to buy from a product page that includes pictures
from social media
Use social listening to see what’s going on out there, with your
competitors and others