Advanced Search Engine Optimization

Section 1—Introduction to SEO

Lesson 1—What You’ll Learn in this Course
 Search Engine Optimization (SEO) is a powerful way to increase the visibility of your business.
At its most basic, SEO is about increasing the rankings of your website.

At its most complex, it is about managing the programming, content, visibility and success of a website.
SEO enables you to know what your customers want and helps them find you on the search results page.
SEO has changed over the years as the search engine algorithm has evolved. However, SEO is
still the number one activity of successful businesses.

Therefore, it is important to develop new SEO skills and keep oneself up-to-date on the latest
information to be able to drive a successful business online.
Apply basic and advanced skills for search engine optimization

Explain how search engines work

Discuss multiple research methods for effective data collection

Apply research concepts to market your website successfully

Employ best practices and techniques to promote search

engine rankings of your website

Manage your website and troubleshoot problems

Measure the success of your website and increase your

skills with website analytics
 About this Course

SEO

How Search On-Page Optimization

Human Factors Keyword Research
Engines Work Techniques
for Search

Off-Page Optimization Website Management Local Business SEO

Techniques and Optimization

Analytics and
Planning A New Market Your Measurement
Website Optimized Website
 How Search Engines Work

In this module, we will discuss:

fitness gadgets
• How search results are produced

• What factors influence rankings

• How algorithms work

• How a search engine “views” your website

• How search results are designed for

human behavior
 Human Factors for Search

In this module, we will discuss:

• How we “read” the search results

• What factors make us click on a result

• What factors help us decide which results

are relevant

• The importance of WORDS

 Keyword Research

In this module, we will discuss:

• Why keywords are the foundation of all online fitness gadgets

marketing and not just SEO

o PPC, Social, Ads, Content, Multimedia

• The basis of keyword research

o Behavior, intent, and activity of a searcher

• How the searcher’s intent helps us develop

content around the searcher’s need

• How keyword tools are used to gather and

evaluate keywords
 On-Page Optimization

In this module, we will discuss:

• How to implement keywords into your content

• Key page elements

• How to structure your content

• Navigation
SEO
• Page and content types:

o Ecommerce

o Publisher

o Blogs

o Others

• How to avoid penalties

 Off-Page Optimization

In this module, we will discuss:

• The importance of link building

• The types of links

• How to evaluate links

• How to optimize links

• How to build links through social media

• How to use tools to track and manage links

• Advanced linking concepts

 Website Management and Optimization

In this module, we will discuss:

• How to structure your URL

• How to build internal linking

• How to redirect pages from a previous

version of your website

• How to deal with error pages and search

protocols

• How to use webmaster tools

 Local Business SEO

In this module, we will discuss:

• How to enhance your local business listings

• How to use maps, listings, and click-to-call

functionalities

• How to use additional measurements to show

the effectiveness of your online marketing
 Planning A New Website

In this module, we will discuss:

• How to plan the development of a new website

o Domain name—URL

o Organization and structure

o Layout

• How to redesign your website

o Planning for changes

o URL redirects

• How to troubleshoot

o Technical

o SEO tools
 Market Your Optimized Website

In this module, we will discuss:

• How to build a marketing plan

o Marketing plan and goals

o Supplementing SEO with paid and

retargeting ads

o Reviews and competitive assessments

• Organizational impact

o Solo and team SEO

o Evangelizing SEO

• How to protect yourself from algorithm shifts

o Tactics

o Measurement
 Analytics and Measurement

In this module, we will discuss:

• How to measure rankings

o Difficulties

o Additional factors

• How to use analytics to improve your

rankings and overall business online

o Google Analytics Primer

o Top reports for Search

Lesson 2—The Business Impact of SEO
 Search engines are the primary way that visitors will find your website.
Search Engine Optimization is a core activity that extends to all other digital channels.
Skills developed from SEO are applicable to paid search, content development,
and social media marketing and analytics.
In this lesson, you will:
• Understand the power and the influence of search marketing.
• See the impact of a top ranking and how people rely on search to
answer their questions.
• See the growing need for SEO skills.
Explain the concept “Search is King”

Discuss how search-engine marketing drives visitors

to your website

Discuss the influence of a first-page ranking

Discuss the influence of a top-five ranking

Explain the concept “Micro-moments”

Discuss the growing trend and demand for SEO skills

 Importance of SEO

Why SEO is important?

SEO produces long-lasting results.

 Importance of SEO (Contd.)

SEO produces predictable return on investment (ROI). Winter 2017–2018

If Visibility/Ranking: Within Top 5
Visitors: 65,000

Winter 2015–2016
Visibility/Ranking: Within Top 5
Visitors: 65,000

Winter 2016–2017
Winter 2013–2014 Visibility/Ranking: Within Top 5
Visibility/Ranking: Within Top 10 Visitors: 65,000
Visitors: 50,000

Winter 2014–2015
Visibility/Ranking: Within Top 10
Visitors: 50,000
 Importance of SEO (Contd.)
SEO with local search features can enhance your visibility and help you
reach people in your local area.

www.searchengine.com

blue sweater
Importance of SEO (Contd.)

SEO is cost effective.

Cost

Benefits
 Importance of SEO (Contd.)

Skills necessary for SEO are integrated across multiple digital-marketing disciplines.

Link Building

Article Marketing Target Audience

Keyword Research Page Speed

Page Quality
 Importance of SEO (Contd.)

Skills necessary for SEO are integrated across multiple digital-marketing disciplines.

Search engines provide wide information for research.

 Importance of SEO (Contd.)

The visibility on the search results first page is very important.

The first 10 results on

the first page received
about 94% of the total
impressions.

The next 10 results on the

second page received only
6% of impressions.
 Benefits of Top Rankings

About 71% of the searches result in a click on first page results.

 Benefits of Top Rankings (Contd.)

The first five results account for 67% of all the clicks.
Benefits of Top Rankings (Contd.)

Pages 2 and 3 get less than 6% of the clicks.

 Benefits of Top Rankings (Contd.)
Being on the first page is essential, and obtaining higher rankings is also important because
higher rankings give you better chances of getting clicked.

www.searchengine.com

1. www.winterclothings.com 34%

2. Another Website
16%

3. Another Website 11%

4. Another Website
7%

5. Another Website
6%

Page ranking isn't always measured as it varies due to different aspects.

Instead consistency of visibility is factored in.
 Benefits of SEO

SEO provides excellent ROI.

 Benefits of SEO (Contd.)
Customers acquired through organic search have lifetime value that is 54% higher than average.

Customers acquired through Twitter have a lifetime value that is 23% lower than
average lifetime value.
 Benefits of SEO (Contd.)

High-value Customer Low-value Customer

Using Search Engines Using Twitter

• An active process • A passive process

• A dynamic process of • A process where people
moving forward to solve respond to things that
a problem are interesting to them
 Micro-moments
Micro-moments are intent-rich moments where people turn to their smartphones to
act on a need to learn, do, discover, watch, or buy something.

What used to be predictable, daily sessions online have been replaced by many
fragmented interactions that occur instantaneously.
 Micro-moments (Contd.)

People’s behavior and interaction with search have become a part of daily life.
Massive use of smartphones has changed information demands.
 Searcher Behavior

Google’s research into searcher behavior falls into four types of “Micro-moment" search queries.
 Searcher Behavior—Example

Car-buying journey: over 900 digital touch points over 3 months.

 SEO—A Growing Field

According to Forrester Research:

• Average companies are expected to allocate
about 30% to 35% of their marketing budget
to digital marketing.
• Search Engine Marketing is expected to take
the largest share of spend (paid and organic
search) at 47% of total online marketing, 14%
of the total marketing budget.
 SEO—A Growing Field (Contd.)

Companies must optimize their websites for search engines to have visibility in the search results.

MUST
 SEO—A Growing Field (Contd.)

Become a practitioner-specialist

No clear path: you find your skills

and create new opportunities Move into management

Get deeper by working with

Utilize skills in other channels.
vendors or with a search engine
Search is a foundation

Find new niches (copywriting,

Start your own company
programming, and research)

According to
SearchEngineLand.com
Organic search produces great results for businesses.

People turn to search to find information.

Sites at the top of the first page receive the most attention.

Search Engine Optimization has one of the best ROI.

Search engine customers tend to be higher-spending customers with lifetime value 54%
higher than average.

Since consumer behavior has changed over the past few years, SEO skills are more critical than ever.

SEO skills are in demand and provide a significant career path.

QUIZ
Why is Search Engine Optimization (SEO) so important to a business?
1

a. Search Engines are the first place people go to find information

b. SEO is cost-effective

c. SEO has a great long-term ROI

d. All of the above

QUIZ
Consumer interaction with a business through a website, app, social media, search, or
2 online ad is called:

a. Search

b. Digital Touchpoint

c. Click

d. View
Lesson 3—SEO Terms and Definitions
In this lesson, you are going to look at a framework of accepted industry terminology.
Define the primary terms of SEO

Recognize the frequently used acronyms

Understand alternate terminologies

 Search Engine Marketing
Search engine marketing refers to marketing through the use of paid and organic search.

SERP (Search Engine Results Page)

Query
SERP also includes:

Business listings

Shopping ads Maps

Events
Paid and
organic results Pictures

Videos and other information

 Search Engine Results Page (SERP)

SEO is the practice of using keywords in content, page layout, and programming to increase
visibility in the search engine results.

Organic results

Located at the bottom

Less visibility

Receive less real-estate

 Pay Per Click (PPC)

PPC refers to the method of purchasing

paid advertising in the search results.

The advertisers pay per click, rather

than per impression. Ads

It is identified by the terms: Organic results

• Ad
• Sponsored
 Algorithm
An algorithm is a mathematical computation of multiple factors; it helps ascribe
importance or relevance to a large volume of information.

The algorithm produces high-

quality and relevant results
that help the customers.

Searchers are the primary customers of the search engines.

 Keywords
Keywords are the words that are entered into the search bar by the searcher in
order to fetch information.

To perform Search Engine

Optimization, understand
and analyze the keywords
searched by people.
 Impression

The term impression refers to the number of times the ad or result has been viewed.
 Click

Some of the ways to measure

user activity are:
• Clicks
• Click-through
• Click-through rate

When someone clicks on a result, the click

and the engagement can be measured.
 Visitor

A visitor is someone who visits your website through:

Social media Typing the website Search results Clicks

URL directly
 Engagement

Engagement refers to the condition where a visitor interacts with you or your website.
The activities of the visitor are measurable through:

Clicks Views Downloads Interactions Responses Read

 Referral

Referral is the source of the visitor.

A visitor can visit your website through:

Search Engine Links Ads Email Social Media

Analyzing the source helps in determining the marketing channels that are most effective at
driving visitors to websites.
 Bounce

Bounce refers to the number of visitors who click on a result, view a page, and leave immediately.

This helps in deriving the bounce rate.

Analyzing the bounce rate

helps in determining the flaws
within a website.

Thus, it helps in improving the

website and ensuring the
relevance of specific terms.
You should understand the make-up of the SERP, i.e., “organic” and “paid” results

Areas of the SERP provide important information, such as keywords, snippets, and the
purpose of the algorithm

The primary measurement terms are clicks, visits, referrals, engagement, and bounces
QUIZ
What does SERP stand for?
1

a. Search Energy Report Proposal

b. Search Engine Results Page

c. Search End Result Picture

d. Some Effortless Rankings Paid

QUIZ
Which of these are the primary elements of a SERP “snippet”?
2

a. Headline, paid advertising, product image

b. Hyperlinks

c. Page title, URL, meta-description

d. Meta-description, page structures, email address

Lesson 4—SEO Business Concepts
Search engine optimization (SEO) at its core is about gaining more visibility for your
company’s website in search results.

In this lesson, you will learn the business objectives associated with SEO.
Objectives such as search engine ranking, goal conversions, and return on
investment (ROI) measure the success of your SEO program.
Explain the business goals of SEO

Explain the benefits of SEO

 Business Objectives of SEO

Rankings/Visibility

Business goals and expectations of SEO revolve around rankings and visibility.

However, it is very difficult to accurately measure rankings.

 Business Objectives of SEO (Contd.)

Conversions

A primary goal that businesses are trying to accomplish

Business Objectives of SEO (Contd.)

Return on Investment

A measure of revenue and profitability through SEO

Objectives—Ranking and Visibility

Gain top rankings in the organic results.

It is unrealistic to be number one consistently in

search results because rankings are affected by a
number of factors, such as personalization.

You should try to be in the top rankings consistently.

To find the right keywords:

• Protect the terms that are already ranking well.
• Research keywords and user intent to find the
keywords that help you rank high.
 Objectives—Conversion

• Rankings don’t matter if they don’t lead to

sales.
o So understand the goals of the business
before you start any SEO engagement

• True SEO measurement relates to business

results, not just rankings.
 Objectives—Conversion (Contd.)

Goals/conversions depend on the kind of business you are in and how you earn money.

Sales—Ecommerce Views—publishers
(ad supported)

Leads—B2B and B2C

 Objectives—Conversion (Contd.)

Ask the following questions:

What kind of business are you? How can SEO improve revenue?

• Through:
o More Visitors?
o Specific type of visitors?
o Understanding visitors’
needs?
What drives revenue?
o Understanding the problems
visitors need to solve?
 Objectives—Conversion (Contd.)

• SEO is more than just optimizing your

webpages for keywords.

• It is also about anticipating the problems of

future customers and reaching them before
the buying cycle.
 Objective—Return on Marketing Investment

What will the returns on my marketing investment (ROMI) be?

Paid Search or PPC SEO

• Returns are immediate. • It is a long-term prospect.

o Because of visibility • It can take 6 months to 2 years

• Returns last until the to see the best results.

budget is exhausted. • Returns are long-term until you

hold the ranking on the search
results.
 Objective—Return on Marketing Investment (Contd.)

Results depend on:

Age of the website Popularity of the Additional Market trends

website marketing
 Objective—Return on Marketing Investment (Contd.)

Results also depend on:

Ongoing marketing
Volatility of market Choice of tactics External marketing
and measurement
 Benefits of SEO

SEO provides: Search Marketing competence:

Highest ROI channel Start small, handle a few things

at a time, and grow quickly

Most lifetime customers SEO Scale into complex technical issues

Lowest cost per lead/ Words provide a structure for all

cost per sale your ongoing marketing
There are specific business goals that a company will expect from SEO services.

The first goal is increase in visibility in the search engines.

The second goal is increase in business through sales, business leads, or visits to website.

The third goal is increase in ROI over a period of time.

SEO is a long-term prospect and provides results long after the optimization is performed.
QUIZ
What is a website “Conversion”?
1

a. Sale

b. Lead

c. Subscriber

d. Registration

e. All of the above

QUIZ
What does ROI stand for?
2

a. Read Only Information

b. Rate of Inflow

c. Return on Investment

d. Registered on Integer
Thank You