Search

Engine
Optimization

1
 What will you learn ?

• How Search Engines Work

• On-page & Off-page SEO

• SEO Success Factors

• SEO Resources Online

2
 Keyword Research: Zoomcar.com

• Competitors of Zoomcar.com & % of market share they have for

organic traffic

• Content Cluster for Zoomcar.com

• % of Branded Traffic vs. % of Non-branded traffic

• Top pages driving organic traffic to Zoomcar.com

• Top non-branded KWs driving traffic to Zoomcar.com

3
1994

1998 ??

4 4
5 5
HOW
SEARCH ENGINES
WORK

6
7
Crawling 3
Crawler

2 5
URL Queue Crawler Extract

Push
Initial Set Save TXT to DB
Crawler
1
Seed URLs
Fetch URLs 6
4
Internet Database
Indexing
Look in Index
Index file/ Repository
Search Query
Store words
Send query
Indexer
Query Engine
Get words Get list of matched
pages

HTML Pages

Return formatted
User opens a found result
page Results Page
200+ Ranking Factors
INTRODUCTION TO
SEO

13
Two Types of Search Results
Search Query

Paid Listings Organic

Listings
What Is SEO?

The art and science of “optimizing”

your website (both internally and
externally) so that it ranks higher in the
natural/organic listings of a search
engine.
On-page Optimization

The art and science of “optimizing”

your website (both internally and
externally) so that it ranks higher in
the natural/organic listings of a
search engine.
Site Content
18
Site Architecture
20
Off-page Optimization

The art and science of “optimizing”

your website (both internally and
externally) so that it ranks higher in the
natural/organic listings of a search
engine.
Building Inbound Links

Getting other high quality

websites to link back to you.

The more inbound links you

have, the more important your
site must be.
How to Build Inbound Links?
Create remarkable content – If people
like your content, they will link to it
Create Local Listings, Submit website to Directories,
Social bookmarking sites, article listing sites.
Write guest posts on
authoritative websites
Engage in Online
Public Relations
Social Media Presence
on Key Channels
Create remarkable content
Remarkable = New
Remarkable = Well Researched
Remarkable = Educational
Remarkable = Share-worthy
Remarkable = Regularly posted
Social Media channels for SEO
PR & Brand Building
SEO
SUCCESS FACTORS

27
 SEO Success Factors
On-Page Off-page

Content Architecture HTML Trust Links Personal Social

Quality Crawl Titles Authority Quality Country Reputation

Keyword
Mobile Description Engagement Text Locality Shares
Research

Keyword
Duplication Structure History Numbers History
Usage

Freshness Speed Headers Piracy Paid

Verticals URLs Stuffing Ads Spam Priority 1

Priority 2
Answers HTTPs Hidden Priority 3
Negative SEO
Thin Cloaking
ON-PAGE
SEO

29
 On-Page

Content HTML Architecture

Clusters Title Crawl

Page Quality META Desc Speed

Freshness H1, H2.. Mobile

Verticals Image ALT URLs

SERP Impressions = Internal Links

Source: Anum Hussain, Topic over keywords

1. Content Clusters – Hub & Spoke Model

We need to create a central page that acts as the “Hub” for the content cluster and several “Spoke”
pages that are related to the central hub page
“Weight Loss” Content Cluster
2. Page Quality Ratings
Guidelines created by Google for Search Quality Evaluators to rate pages in SERPs
YMYL Pages have stricter PQ Ratings
Google E-A-T Criteria for High PQ Rating

Expertise Authoritativeness Trustworthiness

• Formal Expertise i.e. • About Us Page • Cite reputable sources
Doctor as author of
medical content • Testimonials • Showcase that your site is
secure
• Author profile / bio • Awards / Recognition
3. Freshness of Content

• Is our content topical to serve

“Query deserved freshness”
results

• Websites can take advantage of

content freshness boost by
producing relevant content that
matches the real-time pulse of Recommendation:
their industry. Create pages for Christmas Dessert Recipes, Ramadan
Dessert Recipes to cache in on seasonal queries.
4. Vertical Search

Do we have content that performs well in vertical search?

• Google Maps (Google Business)
• YouTube Videos
• Images (on Pinterest, Instagram)
• News
5. Direct Answers (How To)
Search engines are increasing trying to show direct answers within
their search results.
40
Title Tag
Use the focus keyword in the title tag at least once. Try to keep the
<title> </title> keyword as close to the beginning of the title tag as possible.
Header Tags

Use the focus keyword once prominently near the top of

<h1> </h1>
the page.
Using keywords in the body copy
Use the focus keyword at least 2-3 times, including variations, in the
<body> </body> body copy on the page - sometimes a few more if there's a lot of
text content.
Image ALT Tag
Use the focus keyword at least once in the alt attribute of an
<img alt=“ “ > image on the page. This not only helps with web search, but
also image search, which can occasionally bring valuable traffic.
Meta Description
At least once in the meta description tag. Note that the meta
description tag does NOT get used by the engines for
<META name="description”
rankings, but rather helps to attract clicks by searchers from
content=“keyword“>
the results page, as it is the "snippet" of text used by the
search engines.
Crawling
Robots.txt

Robots.txt is a text file webmasters create to instruct robots (typically search

engine robots) how to crawl and index pages on their website.
Sitemap.xml
https://www.instaremedy.com/sitemap.xml

Sitemaps are an easy way for

webmasters to inform search
engines about pages on their
sites that are available for
crawling.
Sitemap.xml

• URL : Page to be crawled

• Priority: This is an indication of how important a given page is relevant to all

the others on your site. This allows the search engines to order the crawling of
their website based on priority information.

• lastmod: tells them when a page last changed

• changefreq: indicates how often the page is likely to change.

Negative On-page SEO Practices
• Thin content : Panda update’s domain-level penalty targets sites with a
predominant amount of so-so content and essentially treats it similar to overt
spam techniques.

• Cloaking: Rigging your site so that search engines are shown a completely
different version than what humans see

• Keyword Stuffing: Paste a word many times in a row, typically at the bottom
of a web page.

• Hidden Content: Make the text white, so it blends with a page’s background.
OFF-PAGE
SEO

51
Link Building

Link building is the process of

acquiring hyperlinks from other
websites to your own.
Anatomy of a Hyperlink

<a href=“https://www.greatlearning.in/pg-program-cloud-computing”>Cloud
Computing Course</a>

Link location

Anchor text of Link

An example
How Search Engines (bots) use links

To Discover New Web pages

To help determine how well a page should

rank in their results
Types of Links
Good Links Bad Links
Link Building Tactics
Link Building

Helping College /
Basic Submission Content Based Link Attraction Social Paid Events Community
Webmasters Education

Mobile App Broken Links Social

Resources Page Testimonials Paid Reviews Sponsor Venues Internship / Job Forums
Directory (301) Bookmarking

Competitor Images / Photos /

Web 2.0 Directory Malware Twitter Sponsor – Event Host Events Alumni Directory Q&A
Research Quotes

Transcribe Guest Blogging / Sponsor – Resources for Community

Company Profiles PR Directory Scholarships
content Columnist Contests Event Newspaper

Feeds – RSS, Fix grammar / Live / Post Event Discounts to

Article Directory Sponsor – Clubs Local websites
Feedburner spelling Blog Students / Faculty

Donate to
Multimedia Dir
Charities

Blog Directory
Company Profile Creation
Create Resource Pages
Web2.0 Directory Submission
Mobile App Directory Submission
PR Directory Submission
Article Directory Submission
Guest Blogging
Ego Bait

Ego bait is a piece of content that plays on the egos of the people who are
featured within that content. The hope is that, by being included, these people
feel better about and are more inclined to share the content with a link.

Concept &
Write
Research Outreach Follow Up
Content
Targets
Content Based Link Building

Create Find the

Outreach Follow up
Content angle

▪ Infographic ▪ How-to guide

▪ Data visualization ▪ Video
▪ Image gallery
▪ White paper
http://www.swissotel.com/promo/etiquette-map
This page currently has 68 linking root domains and a Page Authority of 63.
http://www.concerthotels.com/100-years-of-rock
The page currently has 198 linking root domains and a Page Authority of 53. Let’s look at why
it attracted links:
Social Bookmarking
• Twitter
• Pinterest
• StumbleUpon
• Dribble
• Pocket
• Digg
• Reddit
• Slashdot
• Scoop.it
Event Sponsorships
Sponsor Blogging Contests
Local Websites
Local Newspapers (Online website)
SEO
RESOURCES

76
SearchEngineLand.com

Periodic table of SEO Success

Factors:
https://searchengineland.com/
seotable

Google Penalties Guide:

https://searchengineland.com/
guide/google-penalties
Moz.com

Whiteboard Friday’s
https://moz.com/blog/cate
gory/whiteboard-friday

You Moz
https://moz.com/ugc
SEOByTheSea.com – Bill Slawsky

• Latest information about Google

patents & technology

• How Google Works:

http://www.seobythesea.com/2017
/06/learning-seo-summer-2017/
Backlinko.com – Brian Dean

• Keyword Research:
backlinko.com/keyword-
research

• SEO Tools:
https://backlinko.com/seo-
tools
Beginners Guide to SEO from Moz
Google SEO Starter Guide
Google Search Quality Ratings Guidelines
Basics of Link Building - Moz
THANK YOU

86