Search Engine Optimization

Dr. Rishi Dwesar

Last Updated June,2019

 Website

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“Probably, Still the Hub of
Brand’s Online World”
 Vs.

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If Content is the “King”
SEO is the “Queen”

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 Pay Per Click
Advertising 0r Search
Engine Marketing,
Search Ads

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Search Engine
Optimization (SEO),
Organic Links,
Optimized Links
 Introduction: Search Engine Optimization

Search engine optimization (SEO) involves designing,

writing, and coding a website, and other off-page
techniques in a way that helps to improve the volume and

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quality of traffic to your website from people using search
engines.
 Page Rank
PageRank (PR) is an algorithm used by Google Search to
rank websites in their search engine results.
PageRank was named after Larry Page, one of the
founders of Google.
It is a way of measuring the importance of website pages.

According to Google:

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“PageRank works by counting the number and quality of
links to a page to determine a rough estimate of how
important the website is. The underlying assumption
is that more important websites are likely to receive
more links from other websites.”
Mathematical PageRanks for a simple
network are expressed as percentages.
(Google uses a logarithmic scale.) Page C
has a higher PageRank than Page E, even
though there are fewer links to C; the one
link to C comes from an important page
and hence is of high value

Source: https://en.wikipedia.org/wiki/PageRank
 How Search Engines Work
1. Crawling

2. Indexing

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3. Ranking
Understanding Crawling, Indexing & Raking
Crawling: Crawling is the process by which search engines discover updated content on the web,
such as new sites or pages, changes to existing sites, and dead links. Search engine uses a program
that can be referred to as a ‘crawler’, ‘bot’ or ‘spider’ (each search engine has its own type) which
follows an algorithmic process to determine which sites to crawl and how often. As a search engine’s
crawler moves through the site it will also detect and record any links it finds on these pages and add
them to a list that will be crawled later. This is how new content is discovered.

Indexing: Indexing is the process by which search engines organize information before a search to

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enable super-fast responses to queries. A search index helps users quickly find information on a
website. It is designed to map search queries to documents or URLs that might appear in the results.

Ranking: Ranking refers to the process search engines use to determine where a particular piece of
content should appear on a SERP. Search visibility refers to how prominently a piece of content is
displayed in search engine results. Once a search querry is entered into a search box, search engines
will check for pages within their index that are a closest match; a score will be assigned to these
pages based on an algorithm consisting of hundreds of different ranking signals.
Source: https://totally.tech/quick-guides/search-engine-basics-crawling-indexing-ranking/
 THE SEO Process

1. Understand Consumers’ Search Behavior

2. Do a competitive mapping of your website

and competitors’ website

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3. List current position of your website and
competitor’s website for important keywords

4. Create or modify content for securing

higher position
 THE SEO Process (Cont.)
5. Perform on-page optimization by having proper
website architecture, good content, headings, meta-tags
and meta description.

6. Perform off-page optimization by link building

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7. Perform quality check for third-party links and
monitor online reputation

8. Monitor website and webpage rank across keywords,

maintaining and enhancing rankings further
Step 1: Understand Consumers’ Search Behavior

How?

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Step 1: Understand Consumers’ Search Behavior

New Business Existing Business

General Understanding of Consumers Google Search Console (Earlier, GWT)

Google Keyword Planner Google Analytics

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Google Keyword Planner
 Step 2: Do a competitive mapping of your
website and competitors website.

Map links (Website Map), SERP Snippet, Meta Description,

Meta Keywords, Headings, In-links, Out-links for Self &

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Competition
Step 3: List current position of your website and
competitor’s website for important keywords.

Keyword Ranking, Domain & Page Authority Ranks for Self

& for Competition

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Step 4:Create or modify content for securing
higher position

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Step 5. Perform on-page optimization by having
proper website architecture, good content,
headings, meta-tags and meta description.

• Optimum Page Speeds

•

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Title, Heading, Meta Description and Mata Tags
• Original (Not Plagiarized) and Valuable Content
• Right Key Word Density
• Giving names & attributes to Images (Alt Text)
• Responsive Web-design
• Error Free Website (Proper Indexing, Site Structure & Code)
Learn More Here: https://moz.com/learn/seo/on-page-factors & https://support.google.com/webmasters/answer/114016?hl=en
 Step 6. Perform off-page optimization by link
building.

• Creating Reputation By Driving Quality Third Party Traffic

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• Link Building: Backlinks and Outbound Links
• Cross Website Traffic
• Activating Social Media Platforms
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© 2019 Rishi Dwesar, IBS Hyderabad
 Step 7. Perform quality check for third-party
links and monitor online reputation.

• Mapping traffic sources and pruning (Disavow) illegitimate

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backlinks
• Solving customer queries on various platforms.
 Step 8. Monitor website and webpage rank
across keywords, maintaining and enhancing
rankings further.

SEO is a continuous process, these steps should be taken

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from time to time (3 to 6 months), and some of them
should be done on a continuous basis.
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© 2019 Rishi Dwesar, IBS Hyderabad
© 2019 Rishi Dwesar, IBS Hyderabad
 On Page & Off Page Optimization

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 SEO: Key Tips

• Organize the content on your website into well defined topic areas.

• Update the content of your website on a regular basis. Use original and high
quality content for your website.

• Customize your keywords to suit your target audience.

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 SEO: Key Tips
• Improving the number and quality of websites that link to the site.

• Ensure that your content is fully accessible. Provide direct, HTML links to
each page you want the search engine crawlers to index.

• Ensure that all of your web pages (or the pages you want indexed) are linked
to your main page.

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• Use keywords and key phrases regularly throughout your website, including
your main page, and page titles and URL.
 Additional Readings

• https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/theyec/20
17/06/14/three-reasons-you-should-pay-more-for-your-seo-in-
2017/&refURL=https://www.google.co.in/&referrer=https://www.google.co.in/

• https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/johnrampt
on/2017/03/30/12-most-effective-seo-strategies-for-
2017/&refURL=https://www.google.co.in/&referrer=https://www.google.co.in/

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• https://www.forbes.com/sites/forbescommunicationscouncil/2017/04/19/seo-truths-in-
2017-and-beyond/#680668046868

• https://www.forbes.com/sites/forbesagencycouncil/2017/08/01/eight-things-to-consider-
before-investing-in-seo/#71466805136e
 THANK YOU!

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 &
SEO Bootcamp

Advanced Skills

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 Long Tail SEO
Long Tail SEO is a strategy which identifies and targets longer
phrases for the purpose of search engine optimization. Given
that shorter phrases have much higher competition (though with
higher search volume), it is difficult to target these phrases. Long
Tail SEO identifies very specific (yet relevant) phrases which can

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be targeted easily, thus giving results.
One to Two Word Phrases
(E.g. Shoes, Running Shoes Etc.)

Two to Three Word Phrases Long Tail SEO

(E.g. Sport Shoes, White Sport Shoes Etc.) (Longer, Less
Searched, But
Highly Targetable

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Three or More Words Phrases
(E.g. Hiking Shoes, Quality White Sport Shoes
Etc.)
 SOME Tools
Free/Fremium Tools Paid Tools
1. Alexa.com 1. ahrefs.com
(Overview of the site.)
2. Screaming Frog
2. SEMRush
(For Meta Tags, Headings, Page Errors etc.) 3. Alexa.com
3. SEM Rush
(Domain Vs. Domain)
3. Google Search Advanced

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(Competition Insights, Recent Content etc.)
2. Uber Suggest, Google Keyword
Planner
(For Suggested Key Words, Long Tail SEO)
3. BuzzSumo
(For Identifying Influential Content, Competitive
Content)
4. MOZ.COM
(For Identifying Inbound Links, Domain & Paid Authority
etc.)
5. SmallSeoTools.com
(Back Link Maker)
• SERP
• SERP Results
• Organic Links
• PPC Links
• Crawling, Indexing, Ranking
• Anchor Text
• On-Page Optimization
• Off-Page Optimization
• Anchor Text