This document discusses digital marketing and search engine optimization (SEO). It begins by explaining how search engines work, including crawling websites to index them, indexing the data to create a catalog of websites, and ranking websites based on relevancy factors. It then covers the importance of SEO as a marketing channel and discusses key on-page and off-page optimization techniques like optimizing content, keywords, and links to improve search engine rankings. Building links and social media presence are also highlighted as important off-page SEO strategies.
This document discusses digital marketing and search engine optimization (SEO). It begins by explaining how search engines work, including crawling websites to index them, indexing the data to create a catalog of websites, and ranking websites based on relevancy factors. It then covers the importance of SEO as a marketing channel and discusses key on-page and off-page optimization techniques like optimizing content, keywords, and links to improve search engine rankings. Building links and social media presence are also highlighted as important off-page SEO strategies.
This document discusses digital marketing and search engine optimization (SEO). It begins by explaining how search engines work, including crawling websites to index them, indexing the data to create a catalog of websites, and ranking websites based on relevancy factors. It then covers the importance of SEO as a marketing channel and discusses key on-page and off-page optimization techniques like optimizing content, keywords, and links to improve search engine rankings. Building links and social media presence are also highlighted as important off-page SEO strategies.
This document discusses digital marketing and search engine optimization (SEO). It begins by explaining how search engines work, including crawling websites to index them, indexing the data to create a catalog of websites, and ranking websites based on relevancy factors. It then covers the importance of SEO as a marketing channel and discusses key on-page and off-page optimization techniques like optimizing content, keywords, and links to improve search engine rankings. Building links and social media presence are also highlighted as important off-page SEO strategies.
• Components of SEO • The Role of SEO as a Marketing Channel
2 How do Search Engines work
1. User types in a Search Query
2. Search Engines looks through the millions of web pages in its index to find matches 3. These matched results are then ranked in order of relevancy (and popularity)
3 How do Search Engines work - Crawling
• Crawling is the process by which Search Engines create the index of webpages related to a Search.
• Search Engines send out a small piece of programme called ‘crawlers’,
‘spiders’ to scan through the documents on the web.
• Once it arrives at a page, it scans through the content and stores selected pieces in the Search Engine’s databases.
• It then follows all the links on a page, doing the same on all the subsequent pages.
4 How do Search Engines work - Indexing
• The data captured by the crawlers is stored in massive databases.
• Search Engines uses this data to create an index of all the websites the crawlers have come across.
• When users type in a Search Query, Search Engines look at their index to determine which pages to display.
5 How do Search Engines work - Ranking
• There could be hundreds, thousands or more pages that are relevant to a
Search.
• The process by which Search Engines order these pages to show to a user is called ‘Ranking’.
• This is done by computer algorithms which look at various different signals
called ‘Ranking Factors’.
• The aim is to provide relevant and popular results.
6 Evolution of Ranking
• In the early days of Search (1990s), tactics such as manual submissions, use of ‘meta keywords’ tag and ‘keyword stuffing’ could lead to better rankings.
• Then, in the mid 2000’s, links became an important factor. This led to the rise of ‘link buying’ / ‘link bombing’.
• In the early 2010s, social media became an important factor.
• Search Engines are constantly evolving their algorithms to ensure the most relevant sites are displayed to users.
• Blindly following old tactics could harm your SEO today.
7 Why is SEO important?
• ‘Free’ traffic
• Building trust
• SEO practices can help in providing a better experience for your users
8 SEO Ranking Factors
Google considers over 200 factors while deciding on ranking.
Some Important Factors:
1. Website and URL Structure • Site organised logically into categories and sub-categories • Descriptive URLs
2. Mobile Friendliness
3. Domain Security • https
4. Topic Authority • The more content you publish on a particular topic, the higher each piece of content belonging to that topic will rank in Google's SERPs.
9 SEO Ranking Factors
Some Important Factors:
5. Keyword intent • Not just matching the keywords, but the intent behind the search
6. Page Content Structure
• Use of Headers, sub-headers • Use of supporting images, etc.
7. Page Speed
8. Meta Tags • Title, keywords, image, etc.
9. Inbound Links • Indicator of popularity and trust
10 Components of SEO Optimisation
Technical On-page Off-domain
• Site performance • Content is laid out in • Building good quality
• Use of appropriate an easily accessible in-bound links from search friendly tags manner reputed websites • Ensuring site is • Content is written for • Right anchor text readable by Search the user, not search • Strong social media Engine bots engine presence • Good internal links • Appropriate use of relevant keywords • Regular content refresh
11 Technical SEO – Site Performance
• Ensure sit is optimised for mobile web
• Review page loading times, compatibility with devices, browsers, etc. • Review use of JavaScript • Check on Google’s page speed tool - https://developers.google.com/speed/pagespeed/insights/
12 Technical SEO – URL Structure
URLs: • Have clear, descriptive URLs • Include the keyword in the URL • Should be simple, readable, logical (not 1234…, etc.) • Should provide users with a logical understanding of how pages are organised in your site • Ensure there are no blank pages in the URL structure
Site Map: • Have an XML version of sitemap for search engine crawlers • You can include HTML version of sitemap on website for users
13 Technical SEO – Sitemap
14 Technical SEO – Internal Links
• Have a clear, unbroken internal linking strategy
• Ideally there should be no pages that are floating (without any links to it from other pages on the site) • Typically, the Home Page will be the most important page from SEO perspective – think about which pages you would like to be linked from the home page, and so on (pyramid structure) • Have a consistent header and footer with links to key pages • Use “nofollow” attribute judiciously to conserve link juice
15 Technical SEO – Robots.txt
• Robots.txt is a text file used to instruct search engine bots how to crawl pages on their website. • A robots.txt file consists of one or more rules. Each rule blocks (or or allows) access for a given crawler to a specified file path in that website. • Example of how it looks like: User-agent: Googlebot Disallow: /nogooglebot/ Sitemap: http://www.example.com/sitemap.xml • The user agent “Googlebot” crawler should not crawl the folder http://example.com/nogooglebot/or any subdirectories. • The site's Sitemap file is located at http://www.example.com/sitemap.xml
16 Technical SEO – Use of Meta Tags
Meta tags help Google identify the specific purpose of a page and what role each component of that page plays to the topic and target keyword.
Title Tag • This is usually the title of your article, represented in the HTML of that article. This helps Google create the blue, clickable headline you see on the SERP itself. • Ideal length of ~65 characters – preferably including the brand and relevant keywords • Keep the title unique to every page
Meta Description • A URL's meta description is the brief string of text that appears underneath each blue link on Google's SERPs, summarizing the content inside.
17 On Page SEO
• Ensure content is written for the user
• Use relevant keywords in H1 header tag • Keyword appearing in first 100 words of page content • ‘Phrase match’ keywords will generally rank better than keywords in a different order • Use of multimedia typically indicates high quality content • If using images, note that Google can't read or "crawl" images the same way it crawls text. To help Google read images, give images alt text (or "alt tags") that best describe the image in context of the webpage on which the image is published. • Having pages such as Contact Us, Privacy can help signal that the site is trustworthy
18 On Page SEO
• Duplicate content on a site can negatively impact SEO
• Use of ‘canonical’ tags can help address this issue
• Ensure proper spelling and grammar, else site might be perceived as low quality
19 On Page SEO – Keyword Research
Keyword Research is a very important tactic in SEO.
This can help identify the keywords you want to target in your SEO.
Factors to consider: • What are the terms used by users that are related to your product / service? • Which keywords are relevant to the website’s content? • Will users find what they are looking for on the site when they are searching using these keywords? • How competitive is the keyword? • Other brands • Paid Search
20 On page SEO - Schema
Schema markups help make it easier for Search Engines to better understand the information on a web page.
These power the rich snippets such as Ratings that you see on the SERPs.
These can help improve the CTRs and lower the Bounce Rates.
Example:
21 Off domain SEO – Link Building
Links from other website are a very important signal of popularity and trust.
Some considerations to keep in mind:
• Links from reputed sites are more valuable. • Links from websites that are considered important for that topic are more valuable • Freshness is important • Be careful of linking to or getting links from ‘spammy’ sites • The value that a link passes is likely to be diluted by the number of links on a page. • Link building should not just be about SEO – it can also send targeted, valuable visitors to your site.
22 Off domain SEO – Anchor Text
Anchor text is considered to be one of the strongest signals used in rankings.
If dozens of links point to a page with the right keywords, that page has a very good probability of ranking well for the targeted phrase in that anchor text.
Consider the two links below:
• Check out our collection of Bridal Jewellery
• Check out our collection of Bridal Jewellery
23 Off domain SEO – Link Building Tactics
• Get your customer to link to you
• Badges, Awards
• Maintain a company blog with valuable, interesting information
• Create content that inspires viral sharing
• Be newsworthy • Promotions, guest blogging
• Be wary of Paid Links
https://moz.com/beginners-guide-to-seo/growing-popularity-and-links 24 Off domain SEO – Social Media
• The role of Social Media in influencing Organic Search Rankings is still unclear.
• In general, it is believed that a higher number of shares of your content, or
tweets of a page might influence rankings.
• Also, a higher number of followers and interactions with your brand on social media might indicate popularity and trust.
• All of these could also lead to indirect benefits such as higher searches for your brand, increased CTRs on your links, etc.
25 SEO - tools
Google Search Console provides tools and reports to help you measure your site's Search traffic and performance, fix any issues and help you perform better on Google.
26 Search Console - Average Position
Google Search Console provides Average Position for Keywords, Pages,
Countries and Devices
27 Search Console – Page Inspection
You can view the performance of pages and request Google to reindex the page if you have made any changes
28 Search Console – Links
You can view both external and internal links
29 SEO Score
Given below is the performance data for a few keywords. Discuss how you could use this information to create a single score that reflects your performance on SEO
• SEO is one of the most important tactics in Digital Marketing
• The rules of the game are constantly evolving • Some fundamentals include a well designed and performing site that has content created for the user • The three broad components of SEO include – Technical – On page – Off domain • Google Search Console is a valuable tool to aid SEO.
