Search Engine

Optimization
DR . A R UN I MA S HA H
A S S ISTANT P ROF ESSOR, I I M R A I P U R
P HD, I I M LUCKN OW

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Search Engine
Marketing?

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 Search Engine Marketing (SEM)
• The marketing efforts undertaken on search engines are referred to as search engine
marketing.

• Search engine marketing, or SEM, is a form of Internet marketing that seeks to

promote websites by increasing their visibility in search engine result pages
(SERPs) through the use of search engine optimization, search advertising, paid
placement, contextual advertising, and paid inclusion.

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 Search Engine Marketing (SEM)

SEO SEA
Unpaid Paid
content content

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Search Engine Results Page(SERP)

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Nurseries in Raipur

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Internet’s answering
machine!

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 SERP includes everything that appears on
a search engine page after a request for a
query is run.

Search
Engine Organic listings
SERP contains:
Results Paid content

Page(SERP)
In order to generate SERPs, search
engines make use of computer programs
or algorithms that can potentially answer
a query made by a user.

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 Website Structure

Website structure is an important aspect

when considering SEO. The website
structure should be such that it leads the
consumer or visitor along a pre-
determined path to conversion.

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 Website Structure

• For structuring a good website:

• Plan out a hierarchy before you develop your website.
• Create a URL structure that follows the navigation hierarchy.
• Create the site navigation in HTML or CSS.
• Use a ‘shallow’ depth navigation structure
• Create a header that lists your main navigation pages.
• Develop a comprehensive internal linking structure.

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Website Structure: navigation

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Website Structure: hierarchy

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 Website Content
• Good content is imperative for a website to do well and be accepted among users or
potential customers.

• Good content (image, video, sound or text):

• Should be original.
• Has text associated with it that describes the content.
• Should ensures that a website is accessible through search engines.
• Should answer a demand.

The Google Panda Update was fist rolled out in February 2011 to eliminate websites from
SERPs that contain low-quality content.

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Onsite optimization

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 Onsite Optimization
• User experience should be of paramount importance:
• The website should be easy to use.
• Information extracted should be useful.
• The website should load fast.
• Efficient internal linking structure.
• Anchor text (a word or phrase on a webpage
which is hyperlinked to another page within the website) should be used as
much as possible.
• Broken links should be avoided
• All categories should be accessible from headers and footers.

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Onsite Optimization

Meta tags are codes on a Webpage that are not They provide the required information to the
visible to the human eye. But can be read by crawlers and so should include the description of
search engine crawlers. the page in a few short sentences.

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Onsite Optimization

Title tag is the description that is seen in the left corner of the top blue bar of
a browser window and is important since it is picked up by the search engine.

Each page on the website should have a pertinent title tag which correctly
reflects what the page offers.

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 Onsite Optimization
• Heading tags provide the option of indicating headings and sub-headings upto six
levels. The heading at the level of h1 appears in the biggest font and is given the top
priority by the crawlers.

• Images should be described with an ‘alt’ (alternate) tag especially when pictures are
used to provide a link to other pages. A search engine can’t view images. It reads the
alt(ernate) tag you provide.
• File name is also important!
• How to optimize images on social media?
• Image tags also help visually challenged users (screen readers can read alt tags)

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 Onsite Optimization

• The URL structure should be simple and clean and should use words in a manner
such that the keywords are included.

• XML sitemaps should be provided for the ease of the crawler to ensure the site gets
indexed on the search engine. While HTML site maps should be provided for the ease
of users (e.g. https://www.apple.com/in/sitemap/).
• There are multiple types of sitemaps. Just ensure you include the ones recommended by
your web developer.

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 Onsite Optimization
• The pages on a website should be properly
interlinked in order to facilitate the movement of the
spider as well as the user from one page to the
other.
• It isn’t about just putting data on the web. It is about
making links so that a person or machine can explore
the web of data. If google can explore your content
within your website, it knows your website content is all
inter-linked. Adds credibility.

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 Onsite Optimization

• Keywords should be specific in

nature:
• Consumers are searching using
keywords that are becoming more
specific in nature.
• The broader the keyword the
greater is the competition for that
keyword.
• Keywords must reflect the content
of the pertinent webpages.

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https://youtu.be/nn0ypxTlL
wM

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 Onsite Optimization
• Website usage metrics ranks a website on the Google search engine. It includes
number of visits, number of visitors, time per visit, and bounce rate etc.

• The design pattern of the website should be responsive i.e. even though same HTML
code is used for the same URL, the page displays differently depending on the screen
size.

• Website’s main domain should include a blog that is frequently updated with high
quality content. (Also update old content)

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 Onsite Optimization
Tools for SEO audit:

1. Ubersuggest
2. PageSpeed Insights

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Offsite optimization
LINK BUILDING

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 Link Building (offsite optimization)

• Online publicity can be carried out by writing and distributing noteworthy press
releases using the websites that offer press release services.
• Write / solicit guest posts from other content creators
• Same for social media (e.g. Youtubers / Instagrammers constantly feature in other famous
influencer accounts. Collaborations are good for SEO too).
• Google My Business account

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 Link Building (offsite
optimization)

Good online directories should also be

considered in the journey of building links:
• It should be carefully evaluated as to
which pre-defined category the website
fits into.
• The directories to which the links are
being submitted should be well listed.

• Profiles of your business and some active

users in the company need to be created on
some of the top networking sites as it helps
to build up your brand and reputation.
• E.g. LinkedIn influencers

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 Link Building (offsite optimization)

• Blogs are the shortened version of weblogs, which are part of a

website, and are maintained by either an individual or an organization
in order to provide meaningful content for the users of the blogs:

• Content can be in the form of text, audio, graphics or video.

• Can be used in order to increase a website’s electronic footprint on
the WWW
• Commenting on relevant blogs makes you come across as an
expert in the field.

• https://blog.aboutamazon.in/

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 Link Building (offsite optimization)

• Memberships to the local business or commercial bodies

creates an opportunity for getting listed on their websites:
• It increases the virtual footprint of your website on
cyberspace.
• Helps build credibility and trust of your business.

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 Link Building (offsite optimization)

Videos and podcasts can be used as tools for building the reputation of your brand and
creating awareness.

It is important to be perceived as an authority in the field, for which other websites

should link to your website. This can be ensured by high quality content.

Link building exercises should be scheduled to establish trust with the search engines

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New ideas in SEO

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Website core vitals

Speed

Responsiveness

Visual stability

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Passage ranking and feature snippets

1 2
Optimising passages vs. pages Formatting snippets
• Paragraph
• List
• Table
• Video

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 E

YMYL

A T

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 YMYL – Your Money Your Life

Content that impacts user’s

happiness, health, safety, financial
EXPERTISE stability – the EAT’s of such
content are very crucial.

YMYL

AUTHORITATIVENESS A T TRUSTWORTHINESS

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Backlink strategies
•Guest posts
•Quality over quantity
•Online PR and collabs
•Leveraging social media
•Linking unlinked mentions

How brands do SEO differently?

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 DIFFERENCE CORE CONCEPTS OF MANAGING THE
BETWEEN SEM AND SEO ASPECTS OF SEO –
SEO THE SEO CHECKLIST!

Summary

CONSTANTLY SEO AS A DIRECT-

EVOLVING SEO MARKETING, LONG
TERM STRATEGY

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“Google bots are like infants who need to be spoon-fed regularly.”

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