Search Engine

Optimization
SEO
July 2019
 Google Story (since 1998)
Chart heading in 14pt Century Gothic Regular Bold
 Search Engine Optimization
Definition

the process of maximizing the number of visitors to a

particular website by ensuring that the site appears
high on the list of results returned by a search
engine.
Search Engine Optimization (SEO)
Technical Website
Optimization Structure

On-Page Website Pages

Optimization Content

Off-Page External Traffic

Optimization (Back-links)
Search Engine Optimization
Process
How Search Engine
Works
 How Search Engine Works
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Google Bot

Visit Your Web Site

Web Web Web Web

Page Page Page Page
1. Crawling

Indexing
2. Indexing Web Pages

Google Database
Search

Ranking Result
3. Ranking Web Pages
Web Pages
Crawling
 Crawler, Robot, Bot, or Spider
Chart heading in 14pt Century Gothic Regular Bold

Crawler: Also known as Robot, Bot or Spider. These

are programs used by search engines to explore the
Internet and automatically download web content
available on web sites. They capture the text of the
pages and the links found, and thus enable search
engine users to find new pages

GoogleBot
 Can We
Communicate With
G. Spiders ?
 Communication With G. Spiders

• There are 4 channels to communicate with Google spiders:

1. (Robots.txt) The Robots Exclusion (file)
2. (Sitemap.xml) Sitemaps Protocol (file) Web Site
Level

3. Google Search Console (tool)

4. The Meta Data (Tags)

Web Page
Level
 1- The Robots Exclusion Standard
Robots.txt

• The robots exclusion standard, also known as

the robots exclusion protocol or simply robots.txt,

• is a standard used by websites to communicate

with web crawlers and other web robots.

• The standard specifies how to inform the web robot

about which areas of the website should not be
processed or scanned.
www.your-domain.com/robots.txt

Disallow

Allow
 2- Sitemaps Protocol
sitemap.xml

• The Sitemaps protocol allows a webmaster to inform

search engines about URLs on a website that are
available for crawling.

• A Sitemap is an XML file that lists the URLs for a site.

This allows search engines to crawl the site more
efficiently and to find URLs that may be isolated from
rest of the site's content.
www.your-domain.com/sitemap.xml
3- Google Search Console
Add A New Sitemap
Site Crwaling Overview
(Third Party Tools)
Web Pages
Indexing
 Search Engine Indexing

• Search engine indexing is the process of a search

engine collecting, parses and stores data for use by
the search engine.

• It is the search engine index that provides the results

for search queries, and pages that are stored within
the search engine index that appear on the search
engine results page.
Web Pages
Ranking
 Search Engine
Page Rank Algorithm
Page Rank (PR), is an algorithm used by Google to
measure the importance of website pages to
rank web pages in their search engine results.
 A Search Engine Results Page
(SERP)
• A search engine results page (SERP) is the list of
results that a search engine returns in response to a
specific word or phrase query.

• SERP is genrated in two steps:

•Step 1: Analyze User Search Query
•Step 2: Finding Matching Web Pages
Common Search Techniques
Google Advanced Search
How To Select Killer
Search Keywords
Select The Right Keywords
With Best Value

Purchase
stage

Low
High Search Key Word
Competition

Relevant
 Select Keywords
At The End Of Purchase Funnel

• Digital Camera
Average 13 searches in 13 days

Awareness • 20 MP Camera

Consideration • Nikon 20MP Camera

• Sony Digital Camera

Differentiation • Review Nikon D300

• Compare Nikon D300

Purchase • Best offer D300

• Price D300
 Search Keywords Match

Broad Match
Formal Shoes
•Also Match: Phrase Match - Negative
•formal footwear,
•men’s footwear, “formal shoes” Keywords
•Also Match:
•Men’s formal shoes,
•blue formal shoes

Exact Match
[formal shoes]
•Match: Formal Shoes

•Create a list of keywords that are most relevant to your product or service.
•Make sure you use specific keywords rather than more general keywords
Google Keyword
Planner
 Google Keyword Planner
Google Keyword Planner is very important tool in
selecting the suitable key phrases, you can do:
• Search for new keywords & ideas
• Get search volume of a keyword
• Get the keyword competition
Access the Keyword Planner
1

https://ads.google.com/aw/keywordplanner/
Services

You can find a lot of suggested

keywords suitable for your products
or services using consumers’ search
history

System can help you plan your

budget and traffic by showing your
selected keywords searches and
clicks forecasting
 A) Find New Keywords

Enter (one or multiple) Keywords related to your products or

service which best describe it from customer point of view.
Keyword Planner Interface

Your Search

Suggested Keywords
Select location
Select time period
Add Keyword Filter
Select Your Suitable Key Phrases

1
Google Resources For SEO

https://developers.google.com/search/
 Google SEO Tools

https://developers.google.com/search/tools/
 Third Party
Keywords Tools
Neil Patel / Uber Suggest

https://neilpatel.com/ubersuggest/
MOZ Keywords Tool
MOZ Keywords Tool
 Page Authority (PA)

• Page Authority (PA) is a score developed by Moz that

predicts how well a specific page will rank on search
engine result pages (SERP).

• Page Authority scores range from (1 to 100), with higher

scores corresponding to a greater ability to rank.

• It uses a machine learning model to identify the algorithm

that best correlates with rankings across the thousands of
SERPs taking into account more than 40 ranking factors.
 Domain Authority (DA)

• Domain Authority measures the strength of entire domains

or sub-domains.

• Domain Authority scores range from (1 to 100), with higher

scores corresponding to a greater ability to rank.

• Page Authority measures the predictive ranking strength

of a single page,

• Both metrics are calculated using the same methodology,

so in many ways, they're more a like.
SEMRush Keywords Tool

https://www.semrush.com/analytics/seomagic/l
 On Page
Rank Factors
On Page
Optimization
Refers to all measures that can be
taken directly within the website in
order to improve its position in the
search rankings.

On-page ranking factors can have a

big impact on your page's ability to
rank if optimized properly.
 On Page Rank Factors

• URL Optimization
• Title optimization Meta Data

• Meta description optimization

• Headings (H1, H2) optimization

• Images & Videos optimization
Page Content
• Internal & external linking
• Content optimization (Content SEO)
URL Rank Factors
Web Address Optimization
 Search Engine Friendly URL
A NOT Search Engine Friendly URL:

Http://www.company.com/page.php?id=3284

A Search Engine Friendly URL:

Http://TV.LG.com/32-inch/LG-TV-32-inch.html

Search Engine friendly URL

is a Web address that is easy to read and includes words
that describe the content of the webpage.
 Structure of SE Friendly URL

Sub Domain TLD Page

Http://mobile.Samsung.com/6-inch/samsung-a50-32g-mobile.php

Protocol Root Domain Folder Extension

Key Words Priority Order:

1- Root Domain , 2- Sub Domain, 3- Folder/ Path, 4- Page Name
 URL, Best Practices

• Root Domain name is killer if it has the keyword.

• Folder should include the category name.
• Page name should have the master keyword.
Page Title
Optimization
 <Title> Page title </Title>
(max. 60 characters)

Page title, also known as a title tag,

• is a short description of a webpage located at the page

header between <title></title> tags at the page header.
Title appears at the top of a browser window.
 Title in Search Engine Result Pages
Search result Page code
<title>iPhone - Apple (EG)</title>

<meta name="Description" content="Explore

most powerful personal device. Check out the
iPhone XR." />

• Title appears in Search Engine Result Page as the

clickable headline for a given result.
• Page title should include the page master keyword
with 100% density.
 tips & tricks
• Every page in your website should have a unique title tag.
• Homepage title should include your brand name.
• You may add your brand to the end of the page title.
• In WordPress, the title tag is generated automatically from the of the
page header (main title) <H1> .

• If your title is too long, search engines may cut it off by adding an
ellipsis ("...").

• Social networks, will use your title tag to determine what to display
when you share that page

• Write good title to attract clicks from visitors who are likely to find your
products.
Meta Description
Optimization
 What is a meta description tag?
(Best practice is 160 characters)

<head>
<meta name="description" content="This is an example of a meta description.">
</head>

• The meta description is an HTML attribute that provides a

brief summary of a web page.

• Google display the meta description in search results

where they can highly influence user click-through rates.
 Meta description in SERP
Search result Page code
<title>iPhone - Apple (EG)</title>

<meta name="Description" content="Explore

most powerful personal device. Check out the
iPhone XR." />

• Meta description appears in Search Engine Result Page as the

summary of the web page content just under the title and URL.

• Meta description should start with the master search key-phrase,

with 50% density.
 tips & tricks
• Meta descriptions impact a page's CTR (click-through-rate) on
Google which can positively impact a page's ability to rank.

• A page's meta description should intelligently (read: in a natural,

active, non-spammy way).

• It should be directly relevant to the page it describes, and unique

from the descriptions for other pages.

• Write it like an ad which includes all your selling points and the unique
benefits you are offering to the visitors.

• Social sharing sites like Facebook commonly use a page's meta

description tag as the description that appears when the page is
shared on their sites.
 Give searchers reasons to visit
your website
• The meta description tag serves the function of advertising copy. It
draws readers to a website from the SERP, and thus is a very visible
and important part of search marketing.

• Crafting a readable, compelling description using important

keywords can improve the click-through rate for a given webpage.

• To maximize click-through rates on search engine result pages, it's

important to note that Google and other search engines bold
keywords in the description when they match search queries.

• This bold text can draw the eyes of searchers, so you should match
your descriptions to search terms as closely as possible.
 Search engines won't always use
your meta description
• It often occurs when Google doesn't think the
existing meta description adequately answers a
user's query and identifies a snippet from the target
page that better matches a searcher's query.

• To stop Google prevet Google from doing this, you

can use the following meta tag

<meta name="nosnippet">
Compare Those Results
Page Headline <h1>
Optimization
• The formatting of an h1 usually differs from the rest of
the header tags found on a page (h2, h3, h4).
 Page Headline <h1>

• The <h1> HTML tag is usually used for the title of a page
or post and it is the first header visible on a page.
 Relation between
page title and page headline

• It is recommended to have same content in both

title tage and page headline <h1>
 tips & tricks

• Title is one of the most important on-page rank factors.

• Title not appears in search engine page results.
• Every page in your website should have a unique
headline .

• In WordPress, the title tag is generated automatically from

the of the page header (main title) <H1> .
SERP Site-Links
 Off Page
Optimization
Use Google To Find Your Backlinks
by using (links:)
Backlinks Report
Measurment
Google Search
Console

search.google.com/search-console
 Google Search Console is a web service by Google,
provided free of charge for webmasters, which help you
measure your site's Search traffic and performance, fix
issues, check indexing status and optimize visibility of your
websites. As of May, 2015, Google rebranded Google
Webmaster Tools as Google Search Console.
 Google Search Console
Google Search Console tools and reports help you to:

• Optimize your content with Search Analytics.

• Analyze your site's impressions, clicks, and position.
• See which search queries bring users to your site.
• Submit sitemaps and individual URLs for crawling.
• Review your index coverage of every page.
• Receive email alerts when an indexing issue identified.
• Tell Google when you’ve fixed any issue to re-index it.
• The URL Inspection tool provides detailed crawl index.
Add New Web Site

https://search.google.com/search-console
Types of website properties
Verify Domain Ownership
Performance Report
Third Party Tools
SEMRush.com
Domain Overview Dashboard
Domain Overview Dashboard
Domain Overview Dashboard
Domain Overview Dashboard
Web Site Audit
Organic Keywords Trend
Organic Search Positions
Thank You