Search Engine Optimization

Muhammad Zafarullah
Topics to cover this week

 SEO introduction / definition

 Purpose of SEO
 History of Optimizing search,
 Development and Growth of Search Engine in Cyber space
 Pull Marketing
 How Google search engine works
 Google Ranking
 SEO success factors.
Introduction

 What is Search Engine Optimization?

 Search Engine Optimization
Introduction

 Search engine optimization is the practice of optimizing your web pages to increase your website’s
visibility organically in the search engine result pages (SERPs).

 Paid Advertisement vs. SEO

paid advertising: search engines are paid to show your business’s website on the search results page.
with SEO, you’re optimizing business website so it organically shows up on the first page of the search results. The
number of visitors who come to your website through these search results is defined as organic traffic (because they
found your website themselves).
History and Development of Search Engines

 Search engines

Pakistan India China Russia Secure Search

Google Google Baidu Yandex DuckDuckGo
Yahoo Yahoo! 85% Google
Bing 50-50
How search engine works

 https://www.youtube.com/watch?v=LVV_93mBfSU
How Google Search works?

 https://www.youtube.com/watch?v=0eKVizvYSUQ
How Search Engines work

3 step process
1. Crawling
2. Indexing
3. Ranking (being the most crucial part and very critical for SEO)
SE Working-Crawling

Google sends out robots (also known as spiders or crawlers) to follow hyperlinks on the web to discover new
content.

The content can be webpages, PDFs, images, videos or anything that can be linked to.

When crawlers get to a web page, they gather information about that page and follow links to other pages. Then
they report back what they find to Google.
SE Working- Indexing

If crawlers find unique content, they add it to the huge database of discovered URLs, also known as the
‘search index’.
SE Working- Ranking

Once the URLs are in the database, the ranking process begins.

Ranks page for each search query,

Google has to organize the results from most relevant to least relevant.
Importance of SEO

 SEO yields Following benefits to website Owners

1. Generates more traffic
2. Consistent traffic
3. Improves user experience
4. Yields high ROI
Importance of SEO-More Traffic

 Organic traffic makes up a significant %age of search engine traffic.

 Organic traffic is the best kind of website traffic because you DO NOT have to spend money to get visitors
to your site.
 75% of searchers click on results displayed on First Page of SERPs.
 If your website appears on First page of query  you receive majority clicks and traffic.
Importance of SEO-Consistent Traffic

 Good ranking on Google promises consistent traffic.

 Unlike paid advertisements or email marketing, Good ranking website on SERPs receive persistent organic
traffic.
 According to search statistics by HubSpot, Google receives 5.6 Billion Searches per day.
 Traffic assurance on Search Engine because people always search things online.
Importance of SEO-User Experience

 Early Days SEOs

 With regular Google Updates, Ranking in SERPs now takes more than just keywords.
 Good users experience=Good SEO practices.
 What is a Good User Experience?
Importance of SEO-Users Experience
 Parameters of Users Experience
 Page speed
 Broken Links
 Annoying elements on Page
 Https
(Speed, Usability and, Security)
 Core Web Vitals
 Visual Load
 Visual Stability
 Interactivity
 These vitals are a part of Google Page
Ranking Signals and Includes things like:
 Mobile Friendliness
 Safe Browsing
 Intrusive Interstitials
Importance of SEO-User Experience

 Visual Load  Largest Contentful Paint (LCP)

 Visual Stability  Cumulative Layout Shift

 Interactivity  First Input Delay

 LCP Testing Tools

 GTMetrix Other tools

 Chrome User Experience Report
 Chrome Dev Tools  https://
 PageSpeed Insights
 LightHouse search.google.com/test/mobile-friendly
 Search Console
 PageSpeed Insights
 Web-vitals JavaScript Library
 WebPageTest
Vitals in Tools
Sample LCP Test (numl.edu.pk)
Test Results
Importance of SEO-Yields high ROI

 ROI
 SEO drives higher ROI than other marketing strategies. According to Terakeet, websites that rank high
on SERPs:
1. Increase a blog’s business value by 429%
2. Decrease customer acquisition costs by 87.41%
3. Bring in $12.20 of revenue per $1 spent on marketing
Homework due next week

Visit the site: https://raddinteractive.com/the-difference-between-push-and-pull-marketing-strategies/

Study both Push and Pull marketing techniques and come up with a summary (in tabular format) of uses of and
differences between both strategies.
Look around your local market and come up with a couple of examples of businesses that enjoy either and/or
both marketing techniques.
CLS=impact fraction * distance fraction