What is SEO

Search Engine Optimization is the process of affecting the online visibility of a website or a
web page in a search engine’s unpaid results section. This is often referred to as organic or
earned traffic.

Driving organic traffic today is more than keywords. It is a multidisciplinary effort executed
to improve organic rankings, increase quality website traffic, and drive lead generation.

SEO is the process of increasing quality and quantity traffic to the website through organic
search engine result.
▣ Quality Traffic: quality traffic means more conversations and sales
▣ Quantity Traffic: quantity traffic means brand awareness and online visibility
▣ Organic Result: Organic search result means listing on a SERP(search engine results
page) that appearance because of search term relevance.

The need for SEO :

1. Organic Search Is Most Often the Primary Source of Website Traffic: Organic search
is a huge part of most business’s website performance, as well as a critical component of the
buyer funnel and ultimately getting users to complete a conversion or engagement.
2. Quality SEO translates to better user experience: As the aim of SEO is improved
ranking and visibility. User experience is a major factor which helps increase the traffic.
3. Local Seo helps in increasing engagement, traffic and conversion: as the mobile
traffic is on the rise, local search has become a pivotal part for MSME as local SEO aims to
optimize the digital factors of the specific business or service along with the vicinity aiding in
better visibility
4. SEO impacts the buying Cycle: Customers spend a considerable amount of time
researching about service and products. That’s one of the biggest advantages of the internet
from a buyer perspective. Using SEO tactics to relay your messaging for good deals, ground
breaking products and/or services, and the importance and dependability of what you offer
customers will help increase in a positive way.
5. Understanding SEO Helps Understanding the Environment of the Web: The world
wide web has a dynamic environment but staying on top of SEO includes being in the loop
for the major changes taking place for search. Knowing the environment of the Web,
including tactics being used by other local, comparable businesses and competitors, will
always be beneficial for those brands

TYPES OF SEO:

 Black hat SEO will get you where you want to go faster. It usually costs less because you are
taking shortcuts to the top by going against Google Guidelines. In fact, many black hat SEO
tactics are specifically called out in the guidelines as things you should NOT do. As such, they
carry the risk that your website and/or content will rank lower, be banned from search results, or
demoted the next time Google updates its ranking algorithm.

LIKE NAME OF GOOGLE ALGORITHM ARES

  1. Panda
 Date: February 24, 2011
 How it works: The Panda algorithm update assigns a so-called “quality
score” to web pages. This score is then used as a ranking factor. Initially, the
effects of Panda were mild, but in January 2016 it was permanently
incorporated into Google’s core algorithm. Since then, update rollouts have
become more frequent, so both Panda penalties and recoveries now happen
faster.

2. Penguin
Date: April 24, 2012

How it works: Google Penguin’s objective is to down-rank sites whose backlinks

look unnatural. This update put an end to low-effort link building, like buying links
from link farms and PBNs.
3. Hummingbird
Date: August 22, 2013

8. Core Updates
Date: 2017-present

As far back as 2017, Google has started to refer to bigger updates as Google core
updates. Since then, there is even less transparency about what those updates are
and which parts of search they are intended to improve. SEOs would often track
post-update ranking shifts and try to figure out what exactly has changed, but there
is rarely a conclusive observation. It is likely that Google core updates are just
improvements on previous Google updates or perhaps bundles of smaller updates
tied together.

Examples of black hat SEO include:

 keyword stuffing or hiding (e.g. white text on white background);

 plagiarism;
 backlinks and citations that are purchased or bartered for vs earned;
 doorway pages (lots of similar pages only slightly different content);
 cloaking (where different content is shown to human and search engine visitors);
  thin content (where there is not enough content on the page to be useful); and
 private blog networks (where a group of website owners agree to cross-link to one another for the
sole purpose of link building and boosting rankings).

 White hat SEO techniques adhere to Google Webmaster Guidelines but usually take longer and
cost more to implement. White hat SEO carries far less risk and tends to deliver lasting and
compounding value over time. Most reputable SEO and content marketing companies use white
hat SEO tools and techniques.

Examples of white hat SEO include:

 writing relevant, useful content that helps your search audience do what they need to do;
 organizing the content on your site in order to help people (and search engines) find what they’re
looking for faster;
 promoting your content on social media so it earns exposure and links; and
 soliciting the use of data aggregators to acquire local business citations.

 Grey hat SEO falls somewhere in the middle as these tactics are not specifically called out in
Google’s Guidelines. Be cautious taking this path as it is not safe to assume that just because a
specific technique isn’t labeled or mentioned as being deceptive and one that will get you into
trouble, that it will shield you from demotion or penalty.

Grey hat SEO involves:

 using clickbait (content whose main purpose is to attract attention and encourage visitors to click
on a link to a particular web page while not delivering value);
 spun (reused and slightly altered) content;
 prolific link exchanges; and
 paying for reviews.

 Negative SEO is the practice of implementing black or grey hat SEO techniques on someone
else’s website with the intent of causing harm. Harming your competitors makes room for you to
move up in search results.

SEO TECHNIQUES
On-page SEO is the practice of optimizing individual web pages. On-page refers to both the content
and HTML source code of a page that can be optimized. On page optimization is in general two way
process – First, you analyze the site for all SEO friendly aspects required for website
optimization.Second, use SEO On- page factors to get website optimized for better recognition on

search engines .
In the motive of On-page optimization , we need work on website with help of developers to
make website content relative to website, easily crawlable by search engine.
What are the initial points to notice in website are listed below with their description:
Domain resolve : What we do here is check whether the website domain with
www.domain.com or domain.com or with site ip address must redirect to only one of the
given option above.
Heading : Headings are crucial for the SEO purpose , heading are to show the main objective
of a webpage, it is recommended that each webpage can have only one H1 heading, several
subheadings in H2 ,H3, H4.
How we use headings- use the most competitive (primary) keywords in heading 1 , and
subheadings (H2 ,H3, H4) with secondary keywords.
Meta Title & Description : Meta title and description are that part of content which appears
on google search.
There is recommended size of meta title (60 words) & description (160 words) . Title &
description must contain appropriate and best keywords in the sentences and prefer to use
then in the first sentence of your description.

Alt tags : Alt tags are the terms use to descript images on the website, if possible alternate
text for images should be the keyword phrases.
Why it is necessary: sometimes images on website may take time to load and that area look
untidy, so we better give the user information about the image, also if images are search by
the alt text we used can help in traffic and recognition.
If images have proper phrases to describe it then its good otherwise we change the alt text
wherever looks necessary.
Favicon : favicon is an icon that appears on tab of web- browser , it is good impression if
website works on all aspects recommended for website promotion. It gives value to your
website in google search engine.
URLs : URLs of website is quite big factor for crawlability of webpages, webpages of
website must be well structured .

 Use hyphens to separate words when necessary for readability. They should not use
underscores, spaces, or any other characters to separate words. Overuse of hyphens in
URLs can be seen as spams, so it’s best to use caution and limit hyphen use in URLs
when possible.
 Never be longer than 2,048 characters; otherwise Internet Explorer won't be able to
load the page.
 Avoid the use of parameters, if possible. If parameters need to be used, they should be
limited to two or less.

Sitemap : Sitemap for a website, shows map to search engine to crawl the website , crawling
is easy if search engine finds sitemap on website. This factor is much preferred for
optimization & indexing in search engine. check www.domain.com/sitemap.xml to check site
map is present or not.
robots.txt file : robots file is used to control website crawling,for search engine it is
necessary to take control of what we want it to crawl. Some backend pages (admin pages) are
not required to be crawled so we have source to manage crawling to only those pages which
are required to be indexed. There I basic format for robots.txt
User-agent: *
Disallow: /wp-admin/
sitemap: http://www.domain.com/sitemap.xml

Disallow: /wp-admin/ - disallows search crawlers to crawl backend pages.

sitemap: http://www.domain.com/sitemap.xml - to remotely ask search engine to crawl sitemap.

Page speed insights : Performance of internal pages of website is counted as as good factor
for website to be optimized . It is checked using google tool for Mobile and desktop .Scores
for Mobile should be above 65 and for desktop it should be above 80.
Indexed & back links : Check the website on google for its index pages and backlinks to
website .
How to check indexed pages :- search on gooogle -- site: www.domain.com/
How to check backlinks to website : search on gooogle – links: www.domain.com/
Loading time : loading time of website is good under 3 sec. most of the time if website
does’nt load within 3 sec, user will close you site and try another one.
404 errors : check the urls in sitemap if there are some links showing no data, or 404 errors .
immediately redirect them to home page.
W3c errors : check the tools for programming errors on website and if the count of errors
and warnings is more 5-10 , ask developers to try to resolve them and bring the errors as least
as could be possible.
Flash and Frames : No flash and frames should be used on website check from the tools if
there is any flash or frames used in webpages, as it lowers the page speed . check here
: http://seositecheckup.com/tools/flash-test
Code to text ratio : check whether the content on website to the coding ratio is not less then
12% . you will find the tools to check them for eg. http://tools.seochat.com/tools/code-to-text-
ratio/
No follow tags: external links should be tagged as no-follow to disallow crawlers to go
through them.
Duplicate content: check if there is same content used on different pages of website or
content is copied from wrong source. It will spam according to google search engines.
Blog : blog on website is recommended as the blog pages appears on the search results
frequently because of fresh content.

Off - Page SEO

As the name implies, off page factors as the ranking factors which are not present on the
page. During the earlier phase of Search engine evolution, (Search Engines) SEs used to rank
a website merely by looking at on page factors. Website that had better on page factors
ranked well.

One such factor is back-link to the webpage. Search engine consider it as a vote by human,
more the number of vote better will be the website so they count it as ranking factor. Another
factor they take into account is anchor text through which a page is linked.

Link Terminology:

● Inbound link: If there is a link on webpage and it is redirect to another page on same
website that is called an inbound link or internal link.
 ● Outbound link: If there is a link on webpage and it is redirect on third party website,
that type of links is considered as outbound link or External link.

Link Building Techniques:

1) Web Directory Submission:

A web directory is the directory listing web sites by category and subcategory.
Web directories often allow site owners to submit their site and have editors
review submissions. This gives link builder an opportunity to get link from.

Generally directory submission websites includes:

1. Title: Business Name (Should be same as GMB Listing Name).

2. URL: Add Domain URL (if there is any scope of taking anchor than take
url of inner pages).
3. Email:Use Business Email ID.
4. Description: Create unique description with targeted Keywords.
5. Tags: Use Targeted & Relevant keywords in Tags.
6. Category: Select most relevant category to business.
7. Address: Use address as same as Google My Business listing.
8. Contact number: Use same as Google My Business Listing.
9. Contact Name: Use Project Name as Name of Client.

2) Profile Linking: There are lots of websites available which allow users to create public
profile. Within that profile you can add website for the user which becomes visible on
public profiles. Such profiles are good way to get backlinks and branding as well.
All such links are known as profile links. Relevancy should be kept in mind while
creating profile links.

3) Business Listing:Business Listing is a unique way to promote your business or product

in the market among the local people, which are most likely to be your potential
consumers. Business listings are the starting point for consumer research and are
important because they maintain the consistency of contact information for your
business online, including business name, physical address, phone number, etc.

4) Citations: A citation is an online reference to your business’s Name, Address and Phone
number (NAP). Like other links to your website, Google uses them when evaluating the
online authority of your business.

For a citation to help with your local SEO strategy, it’s important that it exactly
matches the NAP on your website and on your Google My Business page. What
format you choose for your citations isn’t important, but picking one format and
sticking with it is. You need to be 100% consistent in the name, address (suite
number? floor?), and phone number (+44? spaces or no spaces? Name, Address and
Phone number (NAP)) used when building citations.

5) Social Bookmarking:
 Social bookmarking websites allows online bookmarking so that users can
access bookmarks anywhere unlike traditional bookmarking, where user can
access bookmarks on the computer where it is done.

This concept initially facilitates online bookmarks only; however it is

extended to sharing bookmark with friends or sharing a story publicly. In this
way it becomes popular, user shares a story, if other users like it they vote for
it and it becomes visible on high PR page of the website.

From SEO perspective there are two sides of it:

i First, it gives a backlink.
ii More the number of times a URL is bookmarked or voted (some
bookmarking websites does not allow bookmarking a URL twice, they
allow voting though) more the value of that backlink.

6) Blog Commenting:
A blog is a type of website or part of a website supposed to be updated with
new content from time to time. Blogs are usually maintained by an individual
with regular entries of commentary, descriptions of events, or other material
such as graphics or video.
Most blog website allows users to comment on entries/post. Users can provide
link to their websites in those comments which provides linking opportunity.
Links from relevant blogs are of good value. Blogs also provides opportunities
to get .edu and .org backlinks to a website.

Things to consider:
1. Write a comment which is relevant to Blog and try to give reference to our
blog.
2. Avoid writing short comment like “Nice”, “Nice Written”, “Nice Blog”,
“Well written”. These type of comments are going to be deleted my
moderators.
3. Put Website Url in URL field.

7) Article Submission/ WEB 2.0:

Articles are good way to acquire backlinks to your website from lots of
domains. There are lots of article directories available on internet which
accepts free submissions. Most of the article directories have an author bio
box in which SEOs can give link with optimized anchor text.

Things to remember:

i Title: Title of article should contain the keyword.

ii Summary: It is the brief description of article and mostly contains 1 or
2 short paragraphs.
iii Body: Main body of the article. Should contain at least 400-500 words.
iv Keyword/Tags: Target keywords. Keyword density would be 2-3%.
v Category: Category of article.
vi Generate well optimized url with good keywords.
 vii Author Bio: Something about the author of the article. Include
keyword in author bio so that backlink with optimized anchor text can
be created here.
viii Use well optimized images(title, alt, GEO tagged, tags)
ix Embed map in html to improve your map presence.
x Split Keywords thoroughly in the entire content.

8) Classified Submission:

Classified submission is one of the most influential ways to let the world know
your business and service. It includes SEO strategies for website promotion by
driving potential buyers and generating sales for products or services. It is a
cost-effective way to get targeted traffic and improve sales.

In simple terms, it is a popular activity of posting an advertisement on multiple

classified sites to endorse your business brand, products, services etc.

 Use keywords in Post title and Description properly. Use Best Modifiers in
title
 Switch the anchor tag for different classified site.
 Keep changing description According to pages.
 Add contact details (Name, Address, Phone Number)same As GMB.
 Use Meta keyword and tags properly relevant to targeting page (if there).
 Use Images (Should be GEO tagged and well optimized).
 Work on Anchor Clouds. (Take link on different different keywords that are
targeted on our page).

9) PPT/PDF Submission:
It increases the DA and a back link by submitting on high DA do-follow sites. PPT
submission sites can help us to grow user’s interaction towards website. PPT submission sites
grow user’s interaction towards the website.

Idea behind this submission should be to provide as much information as possible

combined with rich media rather than thinking only about getting a backlink from
those platforms.

10) Guest Blog Submission:

It’s a quick way to get link on a high PR blog by providing quality content to
the site owners.

1.

11) Video Submissions

12) Press Release

Press release is critical to inform journalists and customers about your exciting new offerings.
A professional document designed to be picked up by reporters, a press release is a fantastic
way to drive attention to your new product and create a social dynamic that’s ripe for sales.

1) Create an outline for Press release content

 2) Create attractive headings in press release content.
3) Prepare informative content related to your product. Avoid promotional content.
4) Make your target audience clear.
5) Finish the press release with current contact information.

SEO Strategies:
1. Quality Keywords: It is important to have knowledge of the keywords, as they are the
first link between you and your potential customer.
2. Creating Engaging Content: The content should answer all the possible questions
along with conveying the important information bout the service or the product.
3. Use Keywords in Your Website Page URLs : using keyword in the web url helps the
page to appear early in the search. if a page talks about your solar financing product, then the
URL for that page should be products/solar-financing. Focus on the most common and most
searched appropriate keywords. If you are trying to decide between “solar financing” and
“solar leasing,” choose the one with the highest search ranking.
4. Review Every Page for Additional Keyword Placement: in addition to the high quality
content that is required for the target market needs (and wants) and have attention-grabbing
headlines to engage them and encourage them to read further, go back and review everything
you wrote. In review, look for additional places where you can naturally place keywords.
5. Improve User Experience : to provide the consumer a good user experience is
becoming more and more important in strong SEO rankings.

On Page SEO: On page SEO is optimizing of individual webpages to get high rank on the

SERP
For each keyword phrase, suitable website pages containing the keywords are ranked from
most appropriate to the least using the search engine’s unique ranking factors. Google, for
example, features more than 200 ranking factors for its algorithm. The first SERP typically
gets all the attention and clicks from users, but search engines can have multiple pages full of
results.

Types of results in SERPs

1.Organic results in SERPs : Organic results are the page listings that naturally match the
quality, relevance, and authority factors of a search engine’s algorithms. The ranking
algorithms assess online content with a range of standards — for example, Google has over
200 ranking factors.
2. Paid results in SERPs : Paid search results on SERPs usually surround organic results at
the top, side, and bottom. They can follow the same setup as organic text-based ads with a
few distinctions, like the subtle green “Ad” box on Google. They fall into the routine
categories of Internet ad structures of cost-per-mille (CPM), which means you pay for a
thousand impressions, or pay-per-click (PPC), which means you pay when someone clicks on
your ad.Image-based paid ads can also be positioned around SERPs, especially for listing
products and shopping options.
Tools to simplify on-page optimization
Optimizing a page’s on-page elements is an essential part of the SEO process, and the
following tools can help you ensure that you do so correctly:

 SEMrush
 Easily Monitor and Manage Your Organic Rankings. ... 
 Develop Compelling and Creative PPC Campaigns. ... 
 Take Your Content Marketing to the Next Level. ... 
 Create Simplified Reports Your Team Will Love. ... 
 Analyze & Track Social Media Effectiveness.

 SEOCrawler: is one of the industries leading on-page tools and is trusted by

over 5,000 businesses to help them optimize for their chosen keywords.

 Their Site Auditor tool allows you to analyze your page with just a single click, showing
you the page speed, duplicate tags, duplicate content, keyword optimization and broken
links. Work that would have taken you hours of manual work now only takes a few
seconds.

 That’s the true value of a tool like SEOCrawler - you can automate a process that would
have otherwise taken hours of manual work. You save yourself time, and therefore you
save yourself money each month.

 The Site Auditor will essentially give you a checklist of improvements that you can make
to each page on your website; it’s like having your in-house SEO consultant. Once you
do make those changes, you can track the results in their Rank Tracker, to see how the
rankings for your main keywords change over the coming days and weeks

Moz On-Page Grader

a tool which analyzes your page and compares it to their existing checklist of SEO factors. This
tool will output a result that grades your page overall and also on a more granular level so that
you can make improvements.
The great thing about all of Moz’s tools is that they are incredibly simple to use and have an
intuitive and clean design that makes them ideal for beginners. If you’re looking for an easy to
understand the on-page report, then this is a good start.

For more information on each of these tools, take a look at our guide to on-page SEO.

Tools to improve off-page optimization

Another essential part of SEO is off-page optimization, which primarily involves earning
backlinks.

Competitor research is one of the best ways to identify new opportunities for link building,
and these two tools are both excellent choices for that process:

 Ahrefs
 Open Site Explorer
You can learn more about these tools and how to use them in our resource on off-page SEO.

Tools to monitor your results

As you make changes to your site, it’s important to measure the impact those changes make.
These are two of the best tools for monitoring your results:

 Google Analytics
 Google Search Console
You can learn how to utilize these tools in our guide to seo metrics.

Tools to improve your conversion rate

Your goal with SEO isn’t just to attract traffic — it’s to convert that traffic into customers
and clients for your business. As a result, you’ll need to make sure that your site is in line
with your visitors’ needs and designed to encourage conversions.

The following tools can help you measure your performance and identify opportunities for
improvement:

 GTMetrix
 Crazy Egg

*********SAMPLE EXAMPLE
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▶ Free Firefox Extensions
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▶ Listings of additional SEO tools by category