INTRODUCTION TO

SEARCH ENGINE
OPTIMIZATION (Part 1)
- By Harshit Gupta
Agenda of the session
• Why Search Marketing?
• Search Engines Market Share
• What is SEO?
• How Does Google Works?
• Top Ranking Factors
• Google Algorithms
• Learning Resources
Search Statistics
• 93% of online experiences begin a search engine
• In 1999 it took Google one month to crawl and index 50 million page,
however in 2012 it took less than one minute!
• Google receives over 63,000 searches per second on any given day.
• 50% of search queries are four words or longer.
• More Google searches take place on mobile devices than on
computers in 10 countries including the U.S. and Japan.
•  70-80% of people ignore paid search results, choosing to only click
on organic listings
List of Search Engines
• Google – 91.25%
• Bing – 3.08%
• Yahoo – 2.13%
• Baidu – 1.48%
• Yandex RU – 0.68%
• DuckDuckGo – 0.25%
Other Search Platforms
• YouTube
• Zomato
• Justdial
• Amazon
• Flipkart
What is Search Engine Optimization?
Search engine optimization (SEO) is the practice of increasing the
quantity and quality of traffic to your website through organic search
engine results.
Understanding SERP
How Does Google Work ?
• Crawl -  When Google visits your website for tracking purposes. This
process is done by Google’s Spider crawler.

• Indexing - After crawling has been done, the results get put onto
Google’s index (i.e. web search).

• Rank – When Google Delivers the results

Video By Matt Cutts

https://www.youtube.com/watch?v=BNHR6IQJGZs
 Google Ranking Factors

https://backlinko.com/google-ranking-factors
1. Content Quality
2. Backlinks
3. Mobile First Approach
4. Click Through Rate
5. Dwell Time
6. Social Signals
7. User Experience
9. Brand Mentions
10. HTTPS
11. Page Speed
12. Bounce Rate
13. Brand Searches
Google Algorithms Update
https://moz.com/google-algorithm-change
Google Algorithms
• Page Rank
• Hummingbird
• Penguin (Poor Backlinks)
• Panda (Poor Content)
• Https
• Exact Match Domain
• Pigeon
• Mobilegeddon/Mobile Friendly
• Possum
• Accelerated Mobile Pages
• RankBrain
• Fred
• Mobile Interstial Ads
• Mobile First Index
• BERT
The 7 Step Framework

• Site Architecture
• Keyword Research
• Competition Analysis
• Keyword Mapping
• SEO Plan
• The On – Page SEO
• The Off – Page SEO
Types of Keywords
• Primary Keywords
• Secondary Keywords
• Territory keywords
• LSI keywords (latent Semantic Indexing)
• Long Tail Keywords
• Generic Keywords
• Branded Keywords
Keyword Research Methods
• Google Suggested Terms & Related Searches
• Answer the public
• Google Ads Keyword Planner Tool
• KeywordTool.io
• Kwfinder
• LSIgraph
• UberSuggest
• Quora
• Keywordseverywhere/keywordsurfer.com
Competition Metrics
• Domain Age
• Domain Authority
• Backlinks
• Content Length
• Social Signals
• Keyword Density
Crawling & Indexation & On Page
• Sitemap.xml (www.domain.com/sitemap.xml)
• Robots.txt (www.domain.com/robots.txt)
• URL Breadcrumb
• Meta Tags (Title Tag/45 -60 & Meta Description 145 - 160)
• H1,H2,H3………H6 Tags
• Internal & External Links
• Alt Tags
• Navigation Breadcrumbs
• Keyword Density ( 1% to 3%).
• Structured Data
• Rich Content (Visual Content)
• Canonical Tags
• Open Graph Tags
• 404, 301, 302, 200
Off Page Optimization
• Directory Submissions
• Google & Bing Webmasters
• Social Media Optimization
• Infographic Submissions
• Social Bookmarking
• Q&A / Discussion Forums
• PPT Submission
• Reviews
• Video Submissions
• Classified Ads
• Article Submission
• Press Releases
• GIF Submission
• NAP Consistency
Thank You