Why Important?

 80% of consumers find a website by first writing a query into a box on a search engine
(Google, Yahoo, Bing)

 90% choose a site listed on the first page

 85% of all traffic on the internet is referred to by search engines

 The top three organic positions receive 59% percent of user clicks.

 Cost-effective advertising

 Clear and measurable ROI

 Operates under this assumption:

More (relevant) traffic + Good Conversions Rate = More Sales/Leads

Business Card
 How Do Search Engines Work?
• What is SEO and how does it work?
• https://www.youtube.com/watch?v=LVV_93mBfSU
• The three key processes in delivering search results : Crawling, Indexing and
Serving Results
 Crawling is the process by which Googlebot discovers new and updated pages to
be added to the Google index. The program that does the fetching is called
Googlebot (also known as a robot, bot, or spider).
 Google's crawl process begins with a list of web page URLs, generated from
previous crawl processes, and augmented with Sitemap data provided by
webmasters.
 As Googlebot visits each of these websites it detects links on each page and adds
them to its list of pages to crawl. New sites, changes to existing sites, and dead
links are noted and used to update the Google index.
 Googlebot processes each of the pages it crawls in order to compile a massive
index of all the words it sees and their location on each page. (Indexing)
 Relevancy is determined by over 200 factors, one of which is the PageRank for a
given page. (Serving Result)
Search Engine Optimization (SEO)
 What is SEO?
• SEO = Search Engine Optimization
 SE = Search Engine is a tool that enables users to locate
information on the World Wide Web.
 Search engines use keywords entered by users to find Web sites
which contain the information sought.
 SEO is the process of affecting the visibility of a website or a
webpage on a web search engine’s unpaid result.
 An internet-based tool that searches an index of documents for a
particular term, phrase or text specified by the user.
 Commonly used to refer to large web-based search engines that
search through billions of pages on the internet.
 How Google Search works:
https://www.youtube.com/watch?v=K5qOuoj_dwA
Page Ranking Factors
 On Page SEO
• On-page SEO is the practice of optimizing individual web pages in order to rank
higher and earn more relevant traffic in search engines.
• How relevant is your page to the query?
• Title Tags: The title is what users see in the search engines for both organic results
and paid ads, and the words that appear at the top of each tab in your browser. The
title tag outlines what the page is about.
• When ranking web pages for particular queries, Google looks at the title tag and
compares that to the rest of the content on the page.
 On Page SEO
• Domain Name/URL: https://www.youtube.com/watch?v=rAWFv43qubI
• Domain names are the unique, human-readable Internet addresses of
websites.
• A website domain is the name of the website or URL (Uniform Resource
Locator), and is sometimes called the host name.
• They are made up of three parts: a top-level domain (sometimes called an
extension or domain suffix), a domain name (or IP address), and an optional
subdomain.
 On Page SEO
• H1 Tags: (Headings Tags):
http://www.verticalmeasures.co
m/resources/seo-tutorial-videos/
using-h1-tag-improves-search-e
ngine-ranking/
• Your landing page or blog should
include multiple heading tags,
from the h1 down to a potential
h6.
• The title of the article is usually
bigger and more pronounced than
other words.
• It may be bold, coloured,
underlined or have some other
format quality that makes it stand
out.
 On Page SEO
• Meta Description: https://www.youtube.com/watch?v=vS1Mw1Adrk0
• Meta descriptions are HTML attributes that provide concise summaries of webpages. They
commonly appear underneath the blue clickable links in a search engine results page (SERP).
• Earlier in 2016, Google extended the length of descriptions for both desktop and mobile. For
desktop, users will see up to 200 characters, while on mobile they’ll be shown up to 172
characters.
• Clearly outline what users will find on the page. Add your brand name and sprinkle in a
keyword or two if they don’t sound forced. Think about synonyms and other terms that will
get the point across. Make it welcoming. This is the first interaction many visitors have with
your brand.
 On Page SEO
• Keyword Density: Keyword density tells you how often a search
term appears in a text in relation to the total number of words it
contains. For example: if a keyword appears three times in a 100 word
text the keyword density would be 3%.
• From the point of view of search engines, a high keyword density is a
good indicator of search engine spam.
• If a keyword appears too often in a website, search engines will
downgrade the website and it will then appear lower down in search
results.

• What Is The IDEAL Keyword Density Percentage To Improve

Rankings?
• There is no one-size-fits-all optimal ‘keyword density’ percentage
https://www.hobo-web.co.uk/keyword-density-seo-myth/
 On Page SEO
• 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 “dentist Boston implant” in the heading
“Your professional dentist in Boston; dental practice for
minimally invasive implants”.
• The search term proximity between “dentist” and “Boston”
is one word, between “Boston” and “implant” it is five
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.
 On Page SEO
• Keyword Stuffing is when someone attempts to manipulate their
position in the search results by concentrating relevant keywords.
• Search engines can tell when keywords are abnormally distributed
throughout the text or in a website’s meta tags. If the same keywords
follow one another too closely, the search engine will downgrade
the website and it will then appear lower down in search results.

• Keyword Placement: In search engine optimization (SEO), this

refers to the prominent placement of keywords or phrases within a
Web page.
• Prominent placement may be in the page header, meta tags, opening
paragraph, or start of a sentence.
 On Page SEO
Keyword Stuffing Keyword Placement
 On Page SEO
• Alt Attribute (ALT Tags): make it possible to enter
an alternative description in the HTML code for every image
on a website.
• Search engines’ ability to recognize the contents of images is
still limited which is why they rely on the alternative
description in order to determine what the image contains.
• The alt attribute can influence the content for which search
engines consider a website to be relevant.
• Ideally the alternative descriptions should also contain the
search terms for which the website is optimized.
• https://www.youtube.com/watch?v=3NbuDpB_BTc
 On Page SEO
• Website architecture:
https://moz.com/academy/website-architecture
• It is the planning and design of the technical, functional and visual components of a website -
before it is designed, developed and deployed.
• Every website has some “structure.” It might be a rigorous and streamlined structure, or it
may be a disorganized jumble of pages.
• Internal links are links that go from one page on a domain to a different page on the
same domain. They are commonly used in main navigation.
• These type of links are useful for three reasons:
1. They allow users to navigate a website.
2. They help establish information hierarchy for the given website.
3. They help spread link juice (ranking power) around websites.

• Anchor text is the clickable text in a hyperlink.

• SEO best practices dictate that anchor text be relevant to the page you're linking to, rather
than generic text. The blue, underlined anchor text is the most common as it is the web
standard, although it is possible to change the colour and underlining through html code.
 Off Page SEO
• Off page (SEO) optimization refers to all the measures that can be taken outside of the
actual website in order to improve its position in search rankings.
• Link building refers to the process of getting external pages to link to a page on your
website. It is one of the many tactics used in search engine optimization (SEO).
 Off Page SEO
• "Natural" Editorial Links: Links that are given naturally by sites and pages
that want to link to your content or company. These links require no specific
action from the SEO, other than the creation of worthy material (great
content) and the ability to create awareness about it.
• Manual "Outreach" Link Building: The SEO creates these links by
emailing bloggers for links, submitting sites to directories, or paying for
listings of any kind. The SEO often creates a value proposition by explaining
to the link target why creating the link is in their best interest. Examples
include filling out forms for submissions to a website award program or
convincing a professor that your resource is worthy of inclusion on the
public syllabus.
• Self-Created, Non-Editorial: links that you create yourself on other people's
web properties. These could be blog comments and forum posts. Read on for
tips for finding relevant web pages where you can create links.
• Paid Link: https://www.youtube.com/watch?v=zupIbMyMfBI
 Off Page SEO
• Links are measures that help create as many high-quality backlinks
(incoming links) as possible.
• Backlinks are links that are directed towards your website. Also
knows as Inbound links (IBL's).
• The number of backlinks is an indication of the popularity or
importance of that website.
• Backlinks are important for SEO because some search engines,
especially Google, will give more credit to websites that have a good
number of quality backlinks, and consider those websites more
relevant than others in their results pages for a search query.
• Link farming is a questionable search engine optimization (SEO)
tactic in which a website enters a relationship of reciprocal linking
with another site or pays a provider for a large number of inbound
links.
 White Hat SEO vs. Black Hat SEO
• White Hat SEO refers to SEO techniques (or SEO
philosophy) that follow the guidelines set by Google and
other search engines. There are many guidelines that
Google publishes, to keep website owners on the right
track. Google does this so they can limit spam and
anything that produces a negative user experience.

• Black Hat SEO techniques or philosophies, on the other

hand, involve techniques that are against Google’s
guidelines. Black hat techniques are SEO tactics that
attempt to an manipulate your search engine rankings.
White Hat SEO vs. Black Hat SEO
 White Hat SEO vs. Black Hat SEO
• Cloaking: https://www.youtube.com/watch?v=QHtnfOgp65Q
• Cloaking is a search engine optimization (SEO) technique in which the content
presented to the search engine spider is different from that presented to the user's
browser. 
• Some examples of cloaking include:
1. Serving a page of HTML text to search engines, while showing a page of images or Flash
to users.
2. Inserting text or keywords into a page only when the User-agent requesting the page is a
search engine, not a human visitor
 White Hat SEO vs. Black Hat SEO
• Doorway Pages: Doorways are sites or pages created to rank
highly for specific search queries. They are bad for users because
they can lead to multiple similar pages in user search results,
where each result ends up taking the user to essentially the same
destination. They can also lead users to intermediate pages that are
not as useful as the final destination.
• Here are some examples of doorways:
1. Having multiple domain names or pages targeted at specific
regions or cities that funnel users to one page
2. Pages generated to funnel visitors into the actual usable or relevant
portion of your site(s)
3. Substantially similar pages that are closer to search results than a
clearly defined, browse-able hierarchy
 White Hat SEO vs. Black Hat SEO
• Hidden text and links: Hiding text or links in your
content to manipulate Google’s search rankings can be
seen as deceptive and is a violation of
Google’s Webmaster Guidelines.
• Text (such as excessive keywords) can be hidden in
several ways, including:
1. Using white text on a white background
2. Locating text behind an image
3. Setting the font size to 0
4. Hiding a link by only linking one small character—for
example, a hyphen in the middle of a paragraph.
 SEO Audit Tools
• https://zadroweb.com/seo-auditor/
• https://seomator.com/signup
• https://seositecheckup.com/
• http://smallseotools.com/
• http://www.seoptimer.com/
• https://www.semrush.com/sem/?
exp_utm=1