INTRODUCTION TO SEARCH ENGINE OPTIMIZATION

(SEO)

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 SEARCH ENGINE
OPTIMIZATION(SEO)

SEO MEANS SEARCH ENGINE OPTIMIZATION AND IS

THE PROCESS USED TO DIGITAL MARKETING
SERVICES AND OPTIMIZE A WEBSITE'S TECHNICAL
CONFIGURATION, CONTENT RELEVANCE, AND LINK
POPULARITY SO ITS PAGES CAN BECOME EASILY
FINDABLE, MORE RELEVANT, AND MORE POPULAR
TOWARDS USER SEARCH QUERIES, AND AS A
CONSEQUENCE, SEARCH ENGINES RANK THEM
BETTER.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 THE PURPOSE OF A SEARCH ENGINE

1. CRAWLING AND INDEXING

A SEARCH ENGINE CRAWLER (ALSO CALLED WEB SPIDER OR
CRAWL BOT) IS A PIECE PROGRAM THAT CRAWLS WEBPAGES,
SCANS THEIR CONTENT AND COLLECTS THE DATA FOR INDEXING
PURPOSES.INDEXING IS A PROCESS OF ANALYZING AND STORING
THE CONTENT FROM THE CRAWLED WEBPAGES INTO THE
DATABASE (ALSO CALLED INDEX). ONLY THE INDEXED PAGES
CAN BE RANKED AND USED IN THE RELEVANT SEARCH QUERIES.

2. RETRIEVING ANSWERS
WHEN YOU PERFORM A SEARCH, SEARCH ENGINES SCOUR THE
BILLIONS OF STORED DOCUMENTS AND DO TWO THINGS – FIRST,
RETURN THOSE RESULTS THAT ARE THE MOST RELEVANT TO
YOUR QUERY, AND SECOND, RANK THOSE RESULTS IN ORDER OF
PERCEIVED IMPORTANCE.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
HOW PEOPLE INTERACT WITH SEARCH ENGINES

1. NAVIGATIONAL QUERIES
NAVIGATIONAL QUERIES ARE SEARCH QUERIES TO
FIND A PARTICULAR WEBSITE OR WEB PAGE, SUCH
AS FACEBOOK OR YOUTUBE.

2. INFORMATINAL QUERIES
INFORMATIONAL SEARCHES ARE PRIMARILY NON-
TRANSACTION-ORIENTED; INFORMATION ITSELF IS
THE GOAL AND NO INTERACTION BEYOND CLICKING
AND READING IS REQUIRED.

3. TRANSACTIONAL QUERIES
TRANSACTIONAL QUERIES ARE BY PEOPLE WHO
WANT TO DO SOMETHING, SUCH AS BUY A
PRODUCT OR WATCH A VIDEO.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 WHY SEO IS IMPORTANT

SEO MEANS SEARCH ENGINE OPTIMIZATION AND IS THE

PROCESS USED TO OPTIMIZE A WEBSITE'S TECHNICAL
CONFIGURATION, CONTENT RELEVANCE AND LINK
POPULARITY SO ITS PAGES CAN BECOME EASILY FINDABLE,
MORE RELEVANT AND POPULAR TOWARDS USER SEARCH
QUERIES, AND AS A CONSEQUENCE, SEARCH ENGINES RANK
THEM BETTER.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 GOLDEN RULE OF SEO
WHEN BUILDING OR MODIFYING
YOUR WEBSITE – WHETHER YOU ARE
ADDING IMAGES, RESTRUCTURING
YOUR LINKS, OR CHANGING YOUR
WRITTEN CONTENT – ALWAYS BASE
YOUR DECISIONS ON IMPROVING
THE USER’S EXPERIENCE.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 TYPES OF SEO
ON-PAGE SEO
OFF-PAGE SEO
TECHNICAL SEO

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 ON PAGE SEO
BASIC PRACTICES STRUCTURE
TITLE TAG URL
SUBDOMAIN
META KEYWORDS
NAVIGATION
META DESCRIPTION

USABILITY CONTENT
IMAGE ALT TAG ANCHOR TEXT
FILES NAME HEADING TAG
META DESCRIPTION KEYWORDS

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 ON-PAGE SEO – BASIC PRACTICES
1. TITLE TAG:
MAKE SURE THE TITLE TAG ON EACH PAGE OF THE SITE IS UNIQUE AND
DESCRIPTIVE. IT SHOULD BE NO LONGER THAN 65 CHARACTERS. IF POSSIBLE,
PLACE YOUR KEYWORDS IN THE TITLE TAG.

2. META KEYWORDS:
THESE KEYWORDS NO LONGER CARRY MUCH WEIGHT WITH SEARCH ENGINES.
YOU CAN USE THE META KEYWORDS TO HELP EMPHASIZE THE CONTENT
KEYWORDS YOU WOULDLIKE TO FOCUS ON.

3. META DESCRIPTION:
SEARCH ENGINES USE THE META DESCRIPTION TAG TO DESCRIBE YOUR WEB PAGE.
MAKE SURE EVERY PAGE HAS A UNIQUE DESCRIPTION. IT SHOULD BE NO LONGER
THAN 160 CHARACTERS.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 ON PAGE SEO – USABILITY
USABILITY IS A REFERENCE TO HOW EASY IT IS FOR A USER TO
ACCOMPLISH WHAT SHE WANTS ON A WEBSITE.

1. IMAGE ALT TEXT:

A PLACE WHERE YOU CAN PROVIDE MORE INFORMATION ABOUT WHAT IS IN

THE IMAGE AND WHERE YOU CAN TARGET KEYWORDS.

2. FILE NAMES:

SEARCH ENGINES LOOK AT THE FILENAME TO SEE WHETHER IT PROVIDES

CLUES TO THE CONTENT OF THE FILE.

3. MEDIA DESCRIPTION:

A DESCRI PTI ON H E L PS THE US ER A ND S EA RCH EN GI N ES BETTER U N D ER STAN D

THE CONTEN T C ON TAI N ED I N Y O UR V I DEO , AN I M ATI O N , ETC.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 ON PAGE SEO – STRUCTURE
1. URLS:
KEEPING YOUR URL’S SHORT AND DESCRIPTIVE OF YOUR CONTENT WILL
IMPROVE THE USER EXPERIENCE AND LEAD TO BETTER CRAWLING OF YOUR
WEBSITE BY SEARCH ENGINES. (CURRENTLY THERE IS NO WAY TO CHANGE
THE URL IN OPENTEXT)

2. SUBDOMAINS:
A SUBDOMAIN CAN LOOK MORE AUTHORITATIVE TO USERS AND PROVIDE A
REASONABLE CHOICE TO INCLUDE KEYWORDS IN THE URL. UNFORTUNATELY,
THEY HAVE THE POTENTIAL TO BE TREATED SEPARATELY FROM THE
PRIMARY DOMAIN WHEN IT COMES TO TRUST VALUE.

3. NAVIGATION:
ORDERING YOUR NAVIGATION IN A LOGICAL AND CONCISE MANNER WILL
ASSIST THE USER (THEY WILL FIND THE SITE EASIER TO USE) AND SEARCH
ENGINES AWARD GREATER RANKING BASED ON INCREASED SUBJECT
RELEVANCE.
HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 ON PAGE SEO – CONTENT
1. URLS:
KEEPING YOUR URL’S SHORT AND DESCRIPTIVE OF YOUR CONTENT WILL
IMPROVE THE USER EXPERIENCE AND LEAD TO BETTER CRAWLING OF YOUR
WEBSITE BY SEARCH ENGINES. (CURRENTLY THERE IS NO WAY TO CHANGE
THE URL IN OPENTEXT)

2. SUBDOMAINS:
A SUBDOMAIN CAN LOOK MORE AUTHORITATIVE TO USERS AND PROVIDE A
REASONABLE CHOICE TO INCLUDE KEYWORDS IN THE URL. UNFORTUNATELY,
THEY HAVE THE POTENTIAL TO BE TREATED SEPARATELY FROM THE
PRIMARY DOMAIN WHEN IT COMES TO TRUST VALUE.

3. NAVIGATION:
ORDERING YOUR NAVIGATION IN A LOGICAL AND CONCISE MANNER WILL
ASSIST THE USER (THEY WILL FIND THE SITE EASIER TO USE) AND SEARCH
ENGINES AWARD GREATER RANKING BASED ON INCREASED SUBJECT
RELEVANCE.
HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 OFF PAGE SEO
OFF-PAGE SEO REFERS TO ACTIONS TAKEN OFF YOUR WEBSITE. LIKE
BACKLINKS AND MENTIONS ON OTHER SITES.

OFF-PAGE SEO IMPORTANT

THINK ABOUT OFF-PAGE SEO AS BUILDING YOUR SITE’S REPUTATION.

AND HIGHLY REPUTABLE WEBSITES TEND TO RANK BETTER BECAUSE
SEARCH ENGINES CONSIDER THEM TO HAVE MORE EXPERTISE,
AUTHORITATIVENESS, AND TRUSTWORTHINESS (E-A-T). OFF-PAGE
SEO IS NOT ONLY IMPORTANT—IT PLAYS A MAJOR ROLE IN YOUR
SITE’S ABILITY TO RANK.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 5 OFF-PAGE SEO TECHNIQUES

LET’S TAKE A LOOK AT FIVE DIFFERENT OFF-PAGE TACTICS YOU CAN USE
TO BOOST YOUR SITE’S AUTHORITY AND ORGANIC SEARCH TRAFFIC:

1. LINK BUILDING

2. CONTENT MARKETING
3. LOCAL SEO (GMB AND CITATIONS)
4. REVIEWS
5. EVENTS

1. LINK BUILDING
LI NK B UI LDI N G R EF ER S TO GE TTIN G O TH E R WEB S IT ES T O L INK T O PAGES
ON YOUR OWN S I T E. I N SE O , TH E SE L IN KS A R E CAL L ED B ACK L INK S .
THE MORE BACKL I N KS F RO M H IGH - A U TH O RIT Y S IT ES A PAGE HAS , T HE
MOR E AUTH O R I T AT I VE IT MA Y SE E M TO GO OGL E. AND T HAT CAN HEL P T HE
PAGE RANK H I GH ER .

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 2. CONTENT MARKETING

CONTENT MARKETING IS AN IMPORTANT OFF-PAGE SEO TACTIC. PUBLISHING

GREAT CONTENT IS AN EFFECTIVE WAY TO EARN BACKLINKS, GAIN MEDIA
ATTENTION, AND SHOW E-A-T.
AND FINDING WAYS TO DISTRIBUTE THAT CONTENT TO OTHER CHANNELS CAN
HELP BOOST OFF-PAGE SIGNALS.

SOME OF THOSE CHANNELS INCLUDE:

1. SOCIAL MEDIA
2. INFLUENCER MARKETING
3. GUEST POSTING
4. PODCASTS
5. CONTENT SYNDICATION
6. FORUMS

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 3. LOCAL SEO

LOCAL SEO IS THE PROCESS OF OPTIMIZING YOUR ONLINE PRESENCE TO

INCREASE LOCAL TRAFFIC, VISIBILITY, AND BRAND AWARENESS. IT’S AN SEO
DISCIPLINE IN ITS OWN RIGHT. BUT CERTAIN LOCAL SEO ELEMENTS ARE KEY
OFF-PAGE SEO TACTICS, LIKE GOOGLE BUSINESS PROFILE (FORMERLY
KNOWN AS GOOGLE MY BUSINESS) AND NAP CITATIONS.

GOOGLE BUSINESS PROFILE (GBP)

A GOOGLE BUSINESS PROFILE IS A FREE BUSINESS LISTING TOOL THAT HELPS YOU
INFLUENCE HOW YOUR BUSINESS SHOWS UP ON GOOGLE.

AND BECAUSE THAT OCCURS OUTSIDE OF YOUR WEBSITE, OPTIMIZING YOUR

GOOGLE BUSINESS PROFILE IS A KEY OFF-PAGE SEO TACTIC.

IN FACT, IT’S A CRITICAL LOCAL SEO RANKING FACTOR.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 4. REVIEWS

REVIEWS ARE A GREAT WAY TO HELP OTHERS TRUST YOUR BUSINESS.

IN FACT, REVIEWS ARE ONE OF THE MOST IMPORTANT FACTORS GOOGLE TAKES
INTO ACCOUNT WHEN EVALUATING YOUR SITE’S E-A-T.

WHICH MEANS THEY ARE VITALLY IMPORTANT TO YOUR LOCAL SEO SUCCESS.

GOOGLE RECOMMENDS REPLYING TO ALL REVIEWS. GOOD AND BAD. DOING SO

SHOWS THAT YOU VALUE YOUR CUSTOMERS’ BUSINESS AND FEEDBACK.

YOU CAN QUICKLY FIND (AND REPLY TO) REVIEWS WITH OUR LISTING
MANAGEMENT TOOL.

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 5. EVENTS

EVENTS CAN CONTRIBUTE TO YOUR OFF-PAGE SEO STRATEGY.

NOT ONLY CAN THEY ENGAGE YOUR AUDIENCE, BUT YOU CAN BENEFIT
FROM CREATING A BUZZ AROUND YOUR BUSINESS.

WHICH CAN DRIVE SOCIAL ENGAGEMENT AND LINKS.

FOR EXAMPLE, YOU CAN EARN BRAND MENTIONS WHILE THE EVENT IS
BEING PROMOTED. OR IF ATTENDEES WRITE SUMMARY ARTICLES
AFTERWARD.

YOUR EVENT LANDING PAGE COULD ALSO ATTRACT LINKS. MAYBE PEOPLE
JUST LIKE THE EVENT. PERHAPS A SPEAKER WANTS TO PROMOTE IT. OR
INFLUENCERS MAY SHARE IT FOR THE SHEER VALUE TO THEIR AUDIENCES.
HTTPS://DIGIT-MARKA.BUSINESS.SITE/
 TECHNICAL SEO

TECHNICAL SEO REFERS TO ANYTHING YOU DO THAT MAKES YOUR SITE

EASIER FOR SEARCH ENGINES TO CRAWL AND INDEX. TECHNICAL SEO,
CONTENT STRATEGY, AND LINK-BUILDING STRATEGIES ALL WORK IN
TANDEM TO HELP YOUR PAGES RANK HIGHLY IN SEARCH

TECHNICAL SEO IMPORTANT

MAN Y WEB S I TE OWN ERS UNDERS TA ND THE VAL U E O F O N -P AGE SEO AN D A

GOOD CON TE N T MARKETI NG S TRA TEGY , BUT O FTEN I GN O R E TECH N I CAL SEO
BECAUSE I T APPE ARS “CO M P LEX . ” HO WEV ER , TECH N I CAL SEO I S R EQ U I R ED
S I N CE I T HE L PS S E ARCH ENGI NES TO CRA WL YO U R SI TE AN D R AN K I T FI R ST I N
S EARCH RESUL TS .

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
TECHNICAL SEO CHECKLIST

HTTPS://DIGIT-MARKA.BUSINESS.SITE/
BENEFITS OF TECHNICAL SEO

HTTPS://DIGIT-MARKA.BUSINESS.SITE/