Search Engine

Optimisatiom
(SEO)
TY BA MMC
Digital Media Painter Parth
Content

What is SEO?
Keywords Concept & Research
On-Page & Off-Page SEO
Role of Backlinks
SEO Audit
SEO Resources
Career in SEO
What is SEO?
It is the process of getting traffic from free, organic,
editorial, or natural search results in search engines.

It aims to improve your website's position in search

results pages.

The process of improving your site to increase its visibility

when people search for products or services related to
your business in Google, Bing, and other search engines.
Importance of SEO
The aim of SEO is to gain a high placement in the search
results without having to pay for privileges.

The better visibility your pages have in search results, the

more likely you are to garner attention and attract
prospective and existing customers to your business.

The higher the website is listed, the more people will see it.
Keyword Concept & Research
Concept
Keywords are the words and phrases that people type into search engines to find
what they're looking for.

Key-words & Phrases are added in the web content that make it possible for the
user to find your site via search engine.
Keyword Concept & Research
Concept
Three types of Keywords:

Informational keywords — searchers looking for an answer to a specific question

or general information.

Navigational keywords — searchers intending to find a specific site or page.

Commercial keywords — searchers looking to investigate brands or services.

Keyword Concept & Research
Research
Keyword research is the process of finding and analyzing search terms that
people enter into search engines with the goal of using that data for a specific
purpose.

It is the process by which you research popular search terms people type into
search engines.

Keyword research is an on-going and ever-evloving process.

Important Terminologies Keyword SEO
Keyword
Density
Keyword density is a metric that tells us how frequently a keyword is used within a piece of
content in relation to the overall word count. It's usually expressed as a percentage.
Important Terminologies Keyword SEO
Keyword
Proximity
A search term can be made up of a combination of keywords. The keyword proximity
refers to the distance between the search term’s individual keywords. For example: a
website contains the keywords that make up the search term “Detroit Corporate
Photographer” in the sentence “Detroit Photographer Blake Discher specializes in
corporate photography”. The search term proximity between “Detroit” and
“Photographer” is excellent, zero words, but between “Photographer” and “corporate” it is
four words. The smaller the distance between a search term’s individual keywords, the
more relevant it will be from a search engine’s point of view.
Important Terminologies Keyword SEO
Keyword
Frequency
Keyword frequency refers to how often a keyword appears on a given web page. The
more frequently a keyword appears in a page or piece of content, the higher your
keyword frequency is. Keyword frequency will help determine how well people can find
your website or content organically.
Important Terminologies Keyword SEO
Long-Tail
Keywords
Long-tail keywords are keywords or keyphrases are more specific – and usually longer –
than more commonly used keywords. Long-tail keywords get less search traffic, but will
usually have a higher conversion value, as they are more specific.

For example: the keyword “meditation” is a head keyword because it gets higher
searches per month. The keyword “can meditation make you smarter” is a long-tail
keyword because it only gets lesser searches per month.
Important Terminologies Keyword SEO
Keyword
Stuffing
Keyword stuffing is the practice of inserting a large number of keywords into Web
content and meta tags in the attempt to artificially increase a page's ranking in search
results and drive more traffic to the site.

Keyword stuffing is when you use the same keywords (or phrases) over and over again in
your website's content. It is usually easy to notice and will put readers off.

Keyword stuffing is a confirmed negative ranking factor. Attempting to manipulate search

rankings with repeated uses of words or phrases will only cause a site to rank lower.
Categories of SEO
On-Page SEO: refers to SEO factors and techniques focused on
optimizing aspects of your website that are under your control.

It refers to all the things that you can do on your website to help
you rank higher.

Off-Page SEO: refers to SEO factors and strategies focused on

promoting your site or brand around the web.

It refers all the things that you can do directly off your websites
to help you rank higher.

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On-Page SEO
Techniques used to improve On-Page SEO

Page Titles: Each page & post should have its own unique title, which includes the
main keywords for that page.

Meta Descriptions: A meta description tag generally informs and interests users
with a short, relevant summary of what a particular page is about. They are like a pitch
that convince the user that the page is exactly what they're looking for.

Meta Tags: 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. Meta tags are
essentially little content descriptors that help tell search engines what a web page is
about.
On-Page SEO
Techniques used to improve On-Page SEO

URL Structure: Shorter URLs seem to perform better in search engines results, URLs
which includes keywords brings better crawlers.
A URL consists of five parts: the scheme, subdomain, top-level domain, second-level
domain, and subdirectory.
On-Page SEO
Techniques used to improve On-Page SEO

Body tags: When writing your articles, you should break up your content into smaller
sections & paragraphs to make to easier for people to read. These sections can be
given heading, which is where H1, H2m, H3, H4, etc. Tags are used.

Keywords Research and Density: Try not to excessively repeat and overuse
keywords just for Search Engines robots, this can lead to your site being banned for
SEs. Keep your keyword density to 2-5% as per your content.

Image SEO: Using images within your content is a great way to make your site more
visually appealing and break up boring chucks of text.
On-Page SEO
Techniques used to improve On-Page SEO

Internal Linking: are hyperlinks that direct the readers to a target page on your
website. Internal link is a link from one page to another page on the same domain.
Placing links to your other website pages is a great way of improving your site, it not
only makes it easy for the your visitors to navigate around your site and find all
content but also ensures that your site gets properly crawled allowing the search
engines to find all of your pages.
On-Page SEO
Benefits of On-Page SEO

Local Results/ Organic Results

Inexpensive and Powerful Marketing

Time saving

Improves CTR (Click Through Rate)

More Organic Traffic

Leverage of Long Tail Keywords

Off-Page SEO
Techniques used to improve Off-Page SEO

Social Networking Sites: Social networking sites (SNSs) are virtual communities
where users can create individual public profiles, interact with friends, and meet other
people based on shared interests.

Blogging: Writing a blog helps search engines to crawl your site more frequently, it
also gives a reason for your visitors to keep returning to your site and keep an update
about your latest post.

Forum Marketing: They are the message boards where people can put their
viewpoints, opinions, ideas, etc. Like-minded people can form communities to
improve their online presence, and share their knowledge, experiences, tips, and
tricks. Similarly, people can discuss and recommend products on forums.
Off-Page SEO
Techniques used to improve Off-Page SEO

Search Engine Submission: It refers to the act of getting your web site listed with
search engines. Another term for this is search engine registration. Getting listed does
not mean that you will necessarily rank well for particular terms, however. It simply
means that the search engine knows your pages exist.

Directory Submission: t involves submission of your site to a specific category of a

web directory, E.g. if you have a tutorial website then you are supposed to submit
your site in the education category of a web directory.

Log in to Google Search Console, hit “Sitemaps” on the left menu, paste in your sitemap
URL, then hit 'submit.' You'll have to added and verified your website in Google Search
Console to do this.
Off-Page SEO
Techniques used to improve Off-Page SEO

Social Bookmarking: Submit your latest blog posts and pages to the most popular
bookmarking sites, like Digg, Reddit, Pinterest etc.

Link Baiting: is the process of creating content with the sole focus of getting
individuals to link to it or share it. The goal of developing link bait is to create as many
inbound links to a website as possible.

Photos and Videos Marketing/ Sharing: Posting or sharing your photos and videos
for other people to see and comment and hopefully follow a link to your site.
Eg:Pinterest, Picasa, Flickr, Vimeo, YT.
Off-Page SEO
Techniques used to improve Off-Page SEO

Business Reviews: Ask your clients and connections to share a review note of your
business on review sites and SEs. Eg: Google Reviews, RateitAll, GlassDoor.

Local Listings: are online business directories like Google Business Profile that house
business information on search engine results pages, social media, directory sites,
and business review sites.

1. On your computer, open Google Maps.

2. In the search bar, enter the business name.
3. Click the business name and choose the correct one.
4. Click Claim this business. Manage now. ...
5. Select a verification option, and follow the on-screen steps.
Off-Page SEO
Benefits of Off-Page SEO

Online Branding

Growth of reach

Increase in referral and social traffic

Increase in domain authority

Better Search Engine Ranking

Increase in Website Exposure

Backlinks
Backlinks are incoming hyperlink from one web
page to another website.

Backlinks are links from a page on one website

to another.

A backlink is when one website links to another

with an anchor text.

Example of a backlink is any article you find that

links to another source or website.
Different types of Backlinks

Link Juice
Link juice is the term used in the SEO world to refer to the value
or equity passed from one page or site to another.

It is a search engine ranking factor based on the idea that

certain links pass value and authority from one page to another.
This value is dependent on a number of factors, such as the
linking page's authority, topical relevance, and more.
Different types of Backlinks

No-Follow Link
No-follow link is a setting on a web page hyperlink that directs
search engines not to use the link for page ranking calculations.
It is specified in the page as a type of link relation; that is:
<a rel="nofollow" ...>.
Different types of Backlinks

Do-Follow Link
Do-follow links are those that allow search engines to point back
to your website or blog.

So, every time you insert a Do-follow link on your site, it can point
back to you, which strengthens your authority by showing search
engines what other sites, blogs, and posts are linking to you.
Different types of Backlinks

Low-Quality Links
A Low-Quality link is one that offers no value.

Low-quality web pages can be one of three things: pages that

don't contain much content, pages that contain duplicate
content, pages with poorly-written content.

Example, if a casino site links to a health and wellness website,

Google can immediately identify that there is no correlation and
value shared between the two websites. Most of these bad links
are considered spammy or obtained from spammy websites.
Different types of Backlinks

Anchor Text
Anchor text — or link text — is the visible, clickable text of a link. It
usually appears in a different color than the surrounding text and
is often underlined.

It's designed to stand out from the rest of the text so that users
know it can be clicked on.