Presented by Eljohn T.

Rebamonte & Maria EJ Ortega

"Mastering Search Engine

Optimization (SEO)
 Introduction: Search Engine
Optimization (SEO)
SEO refers to the process of making a website more visible on a search engine’s results
page. To clarify, a great SEO strategy will put a company’s website at the top of the list on a
Google search page, therefore increasing the likelihood that people will visit the site.
SEO is made up of multiple elements, and knowing what they are and how they work is key
to understanding why SEO is so important. In short, SEO is crucial because it makes your
website more visible, and that means more traffic and more opportunities to convert
prospects into customers. Check out the SEO tools you can use for optimal ranking.
The SEO Landscape
Search engines work by crawling hundreds of bil
lions of pages
using their own web crawlers. These web
crawlers are commonly referred to as search
engine bots or spiders. A search engine navigates
the web by
downloading web pages and following links on t
hese pages to discover new pages
that have been made available.
 In a nutshell:

How Search Engine 01. Crawling

Works Following links to discover the most
important pages on the web
At the time of writing, Google says it knows of
more than 130 trillion pages on the web. There are
many pages that Google keeps out of the crawling, 02. Indexing
indexing and ranking process for various reasons. Storing information about all the
retrieved pages for later retrieval
In order to keep its results as relevant as possible for
its users, search engines like Google have a well-
defined process for identifying the best web pages for
any given search query. And this process evolves over
time as it works to make search results even better.
03. Ranking
Determining what each page is about, and
how it should rank for relevant queries
 Crawler-Based Search
Engines
Types of These Search Engine create their
listings automatically by “crawl” or
“spider” in the web.
Search Human-Powered Directories
Engines A human-powered directory, such as the
Open Directory, depends on humans for
its listings.
 On-Page SEO
On-page SEO (also called on-site SEO) is the process of optimizing
your webpage content for search engines and users. Common tasks
associated with on-page SEO include optimizing for search intent, title
tags, internal links, and URLs.
Search engines like Google look at the page's content to check whether
a page matches a user’s search intent. And if the search engine decides
the page will be useful to the user, it will display it higher in search
results.
Optimizing On-Page Elements
Meta tags — are snippets of text that describe a page's content; the
meta tags don't appear on the page itself, but only in the page's
source code.

Header tags — It is used to define a header section for the element

that contains it. It can be used as a header for a whole page (the most
common usage), but can also be used as the header for an article or
any other piece of on-page content.
URL Structure:
 Keyword Optimization
Keywords are words and phrases that prospects use to find online content, and
that brands can then use to connect with prospects who are looking for their
products and services.
When undertaking the key steps of keyword research, it’s important to look for
ones that have high search rates and low competition and to choose short-tail
keywords (such as dog), long-tail keywords (such as terrier puppies for sale),
and local keywords (such as puppies for sale in Boston) to work into your
content. Along with a primary or seed keyword, you should also have secondary
and tertiary keywords as they will still offer value to your business. Finally, use
keywords to optimize all your titles, URLs, and other on-page SEO elements.
 Creating High-Quality
Content
Content is a vital part of SEO because it’s the vehicle you use to reach and
engage audiences. Knowing your angle and crafting content that fits is
essential. For instance, if you owned a nursery and wanted to increase your
visibility, you might publish a series of blogs about gardening, choosing the
right species of plants, growing tips, and more.
 Applying
Data from
KW
Research
Survey Tools
Term
Customers Selection
Effective
Keyword Performance
Brainstorming Research Testing and
Analytics
 Keywords should represent key
1 concepts.

2 They should be descriptive.

Effective 3
Keywords should reflect a collective
understanding of the topic.
Keyword 4 Limit keywords/phrases to 3-4.

Research 5
Use synonyms of keywords
throughout
Reuse keywords and phrases
6 throughout article or abstract
 Off-Page SEO
Off-page SEO includes activities done off of a website in an effort to
increase the site’s search engine rankings. Common off-page SEO actions
include building backlinks, encouraging branded searches, and increasing
engagement and shares on social media.
In other words: off-page SEO is all the stuff that you do off of your site to
get Google and other search engines to see your website as trustworthy and
authoritative.
Building Off-Page
Authority
Backlinks. Backlinks are also called
inbound links because they represent
another website's traffic coming to your
own site. The quality and quantity of your
backlinks can help you rank higher in
search engines such as Google and Bing.
 Building Off-Page Authority
Guest Blogging
Guest blogging, also called “guest posting,” is
the act of writing content for another company's
website.
Social Media
Social media SEO allows you to optimize your
social profiles so you can better attract potential
customers through search.

Influencer Outreach
Influencer SEO is the action of partnering with
creators to boost a site's SEO rankings.
 Page speed (also called “load speed”) measures how fast the
content of a page loads. From an SEO standpoint, having a fast
Ensuring Technical
page speed is essential.

In web design and SEO, mobile friendly means that a website

works the same and provides a seamless user experience (UX)
regardless of the device it's accessed on.
Excellence

In the case of SEO, structured data is organized and tagged with

specific groups of text that help search engines understand the
context of that information and can return accurate results to
searchers.
Optimizing for Local A Google Business Profile also improves your local
SEO. In particular, a listing for a local business is

Searches
more likely to appear when people search for a
nearby business using Google Maps.

Local SEO is a search engine optimization

(SEO) strategy that helps your business be Local keywords are keywords that

02.
more visible in local search results on Google. contain location-specific phrases
that generate results related to the
Any business that has a physical location or
same geographic location.
serves a geographic area can benefit from local
SEO. If you search Google for any important
keywords related to your business and a map
with 3 listings appears underneath it (also SEO (search engine optimization)
known as a map pack), then local SEO can help
you grow your business. 03. performance reviews track the
progress of your online content to
measure the impact your efforts are
having on your business.
 Measuring Success with
Analytics
SEO analysts help businesses to build and improve their online brand
presence. SEO analysts conduct keyword research, monitor website traffic and
come up with improvement strategies to ensure the best possible user
experience. They also keep up to date with current SEO techniques.
Tracking Metrics
• Organic Traffic
• Click-through Rate (CTR)
• Bounce Rate
Essential SEO Tools

Top SEO Best
Practices
With a deep understanding of your industry and
the latest developments, you can make more
informed decisions about the direction of your
business, the products or services you offer, and
the strategies you use to reach your goals. This
can help you to minimize risks and maximize
your chances of success.
• Add Your Main Keyword Early On In
Your Content.
• Write Unique Titles, Descriptions and
Content.
• Optimize Your Title Tag for SEO.
• Optimize Your Site's Loading Speed.
• Track Your Results With The Google
Search Console.
• Optimize Images for SEO.
• Use Internal Linking.
• Publish Amazing Content.
• Build Backlinks To Your Website.
• Improve Your Site’s User Experience.
 Overusing
keywords
Failing to Ignoring meta
optimize page tags
titles
Avoiding SEO
Pitfalls Lack of image
Poor keyword Common SEO Mistakes optimization
research
 Not using
the right
URL
structure
Poor use of Ignoring user
internal and experience
external links
Avoiding SEO
Not having a Pitfalls Not using
mobile- Common SEO Mistakes analytics
friendly
website
Ahrefs. “Learn how we built 36 backlinks
to one page.”
Future of SEO
• The new “E” in E.E.A.T
• Audience-targeted, not traffic-targeted content
• Increased emphasis on author authority
• Satisfying, helpful content
• A.I content and content writing software
• SEO automation
• Changes to CTRs by SERP positions
• Product page SEO
• SEO competitor analysis
• Less crawl frequency
• Image SEO revitalized
• Fast-loading, high-performing websites
 Conclusion
SEO is made up of multiple elements, and knowing what they are and how
they work is key to understanding why SEO is so important. In short, SEO
is crucial because it makes your website more visible, and that means more
traffic and more opportunities to convert prospects into customers. Check
out the SEO tools you can use for optimal ranking.
It’s also a valuable tool for brand awareness, building relationships with
prospects, and positioning yourself as an authoritative and trustworthy
expert in your field.
 Presented by Eljohn T. Rebamonte & Maria EJ Ortega

Thank you very

much!