Search Engine Optimization

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

people want to go somewhere, do something, find information,

research or buy a product/service – their journey typically begins
with a search. 

 foundation of holistic marketing, helps to understand what your

users want, you can then implement that knowledge
Need of SEO
.
Visibility and Rankings

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

Black Hat SEO

bad SEO practices that break search engine rules.
 White Hat SEO – Organic SEO Black Hat SEO – Spamdexing

• 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

• Optimised Images by Labelling • No Images Tags, Hidden Tags and Keywords

• Long Term advantages • Short Term advantage

• 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

54% of social media users research products on the platforms

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

Easiest way to promote your business

Social Media and SEO
How Social Media make impact in SEO.
Drive organic traffic
Increase visibility
Improve local SEO
Expand content reach
Enhance brand recognition
Increase backlinks
Social Media and SEO
Work on Your Profile

Have quality shareable content in your social channels

Encourage backlinks through good content

Use social listening to see what’s going on out there, with your
competitors and others

Pay attention to influencers and consider using them