Digital Marketing Course

Module 3
Presented by CADL

SEARCH ENGINE
OPTIMIZATION
 Table of Contents
How Search What is
What is
01 SEO ?
02 Engine
Works? 03
Techniques
of SEO 04 Google
Algorithm?

Types of Keyword What are

05
SEO
Terminology
06 SEO 07 Research 08 different types
of Keywords?

Things we Things we
09
Things we check
while doing ON 10 check while
doing 11 check while
12
How to Start
your First SEO
PAGE SEO doing Off Page Project
Technical SEO SEO
What is SEO ?
SEO stands for Search Engine
Optimization. It is a set of practices and
strategies aimed at optimizing a website
or online content to improve its visibility
and ranking on search engine results
pages (SERPs). The ultimate goal of SEO is
to increase organic (non-paid) traffic to a
website, enhance its online presence, and
attract the right audience. Search
engines, such as Google, use complex
algorithms to determine the ranking of
websites in search results. SEO helps align
a website with the criteria these
algorithms consider important,
ultimately improving its chances of
ranking higher and attracting more
organic traffic. Keep in mind that SEO is
an ongoing process, as search engine
algorithms evolve, and competitors
adjust their strategies.
How Search Engine Works?
Search engines work through a multi-step process to deliver relevant and accurate results in response to a
user's search query. While different search engines may have variations in their algorithms and methods,
the fundamental principles are generally similar. Here is an overview of how search engines work:

Crawling:
Discovery of Web Pages: Search engines use automated programs called crawlers or spiders to browse the web and
discover new or updated web pages. These crawlers follow links from one page to another, creating an index of the
content they find.
Web Crawling: Crawlers systematically visit websites, analyze their content, and store information about each page,
including text content, meta tags, and URL structure. This process is known as crawling.

Indexing:
Organizing Information: The information collected by crawlers is organized and stored in a vast database called an
index. The index allows search engines to quickly retrieve relevant information when responding to user queries.
Documenting Content: The index includes details about each web page, such as keywords, metadata, and links. This
helps search engines understand the context and relevance of each page's content.

Ranking:
Algorithmic Analysis: When a user enters a search query, the search engine's algorithm analyzes the indexed data to
determine the most relevant pages based on various factors.
Ranking Criteria: Search engines use a variety of criteria to rank pages, including keyword relevance, content quality,
user experience, backlinks, and more. Algorithms are complex and consider numerous signals to ensure accurate and
valuable results.
Techniques of SEO
Terms used to describe two different approaches to Search Engine Optimization (SEO). These terms refer
to the ethical and adherence-to-guidelines practices followed by SEO practitioners (Black Hat, White Hat,
Grey Hat)
Search engines continuously update
their algorithms to detect and penalize
websites engaging in black hat SEO
practices. As a result, it is strongly
discouraged to use black hat
techniques, as they can lead to long-
term damage to a website's reputation
and visibility.

It's important for website owners and

SEO practitioners to focus on white hat
SEO strategies that prioritize user
experience, quality content, and
adherence to ethical practices, fostering
 Techniques of SEO
White Hat SEO: Black Hat SEO:
Ethical Practices: White hat SEO refers to ethical Unethical Practices: Black hat SEO involves tactics that
and legitimate techniques that focus on are considered unethical and against search engine
optimizing a website to improve its search guidelines.
engine rankings while ensuring compliance Keyword Stuffing: Overloading web pages with irrelevant
with search engine guidelines. keywords to manipulate search engine rankings.
Content Quality: Emphasis is placed on creating Cloaking: Presenting different content to search engines
and users, attempting to deceive search algorithms.
high-quality, relevant, and valuable content for
Link Spamming: Engaging in manipulative link-building
users.
practices, such as buying links or participating in link
User Experience: Prioritizes providing a positive farms.
user experience, with an emphasis on clear Hidden Text and Links: Placing hidden text or links on a
navigation, responsive design, and fast loading page for search engine crawlers while making them
times. invisible to users.
Link Building: White hat SEO practitioners Doorway Pages: Creating pages specifically for search
engage in natural and organic link-building engines, with the intention of redirecting users to another
practices, earning links through quality content page.
Short-Term Gains: Black hat techniques may lead to
and outreach.
quick, but often unsustainable, improvements in search
Long-Term Results: Strategies aim for
rankings.
sustainable, long-term results rather than
Penalties: Search engines actively penalize websites
quick, short-term gains. employing black hat tactics, which can result in severe
Compliance: Adheres to search engine consequences, including removal from search engine
guidelines and algorithms. indexes.
 What is Google Algorithm?
The Google Algorithm is a complex system of rules and calculations used by the Google
search engine to determine the relevance and ranking of web pages in its search results.
Google's algorithm aims to provide users with the most relevant and high-quality
information based on their search queries. The algorithm undergoes regular updates to
improve the quality of search results and adapt to changes in user behavior and
technology.

1. Panda 2. Penguin 3. Humming

bird
 SEO Terminology
SEO involves a variety of terminology that is commonly used within the industry.
Here's a list of some key SEO terms:
SEO (Search Engine Optimization): The practice of optimizing a website to improve its
visibility and ranking on search engine results pages (SERPs).
SERP (Search Engine Results Page): The page displayed by a search engine in response to
a user's query, listing relevant websites along with their titles and descriptions.
Keyword: A specific word or phrase that users enter into search engines when looking for
information. Keywords are crucial for optimizing content.
On-Page SEO: Optimization of individual web pages to improve their search engine
rankings. This includes optimizing content, meta tags, headers, and other HTML elements.
Off-Page SEO: SEO activities that take place outside of a website, such as link building,
social media marketing, and other promotional efforts.
Backlink: A hyperlink from one website to another. Backlinks are considered a significant
factor in determining a website's authority and influence on search engine rankings.
Anchor Text: The visible, clickable text in a hyperlink. It provides context to search engines
about the content of the linked page.
 SEO Terminology
Crawling: The process by which search engine bots (crawlers or spiders) browse and index
web pages by following links.
Indexing: The process of storing and organizing the information collected during crawling
in a database, making it available for retrieval in response to user queries.
Algorithm: The set of rules and calculations used by search engines to determine the
relevance and ranking of web pages in search results.
Meta Tags:
Title Tag: An HTML element that defines the title of a web page. It is displayed on SERPs and in
browser tabs.
Meta Description: A brief summary of a web page's content, displayed on SERPs beneath the
title.
Alt Text: Descriptive text associated with an image, providing information to search
engines and users with accessibility needs.
Canonical URL: A tag used to specify the preferred version of a URL when multiple versions
of a page exist (e.g., HTTP vs. HTTPS).
Sitemap: A file that provides information about the pages, videos, and other files on a
website and helps search engines understand the website's structure.
 SEO Terminology
Robots.txt: A text file that instructs search engine crawlers about which
pages or sections of a site should not be crawled or indexed.
Local SEO: Optimization strategies focused on improving a website's
visibility in local search results, often crucial for businesses targeting a
specific geographic area.
Conversion Rate: The percentage of website visitors who take a desired
action, such as making a purchase, filling out a form, or subscribing.
Bounce Rate: The percentage of visitors who navigate away from a
website after viewing only one page.
Google Analytics: A web analytics service by Google that tracks and
reports website traffic, providing valuable insights for SEO analysis.
Long-Tail Keywords: Longer, more specific keyword phrases that
usually have lower search volume but can attract more targeted traffic.
 What are the Types of SEO
SEO (Search Engine Optimization) can be broadly categorized into
three main types, each focusing on different aspects of website
optimization and targeting specific search engine results. These
types are:

On-Page Off-Page
SEO SEO
Technical
SEO
 What is ON Page SEO
On-page SEO involves optimizing individual web pages to improve their
visibility and relevance for specific keywords.
Key Elements:
Content Optimization: Creating high-quality,
relevant, and valuable content that incorporates
target keywords.
Title Tags and Meta Descriptions: Crafting
compelling and keyword-rich title tags and meta
descriptions.
Header Tags (H1, H2, etc.): Proper use of heading
tags to structure content.
URL Structure: Creating clean and SEO-friendly
URLs.
Internal Linking: Connecting pages within the
website using relevant anchor text.
Keyword Placement: Strategically placing
keywords within the content.
 What is Off Page SEO
Off-page SEO involves activities that take place outside the website, with
the goal of influencing its visibility and authority.
Key Elements:
Link Building: Acquiring high-quality
backlinks from reputable websites.
Social Media Marketing: Engaging in
social media platforms to promote
content and build brand presence.
Online Reputation Management:
Monitoring and managing the online
reputation of a brand or website.
Influencer Marketing: Collaborating with
influencers to promote content or
products.
Brand Mentions: Getting mentioned by
others online, even without a link.
 What is Technical SEO
Technical SEO involves optimizing the technical aspects of a website to improve its
crawlability, indexability, and overall performance in search engines.
Key Elements:
Website Speed: Ensuring fast loading times for
better user experience and search engine
ranking.
Mobile-Friendliness: Designing and optimizing
the website for a mobile audience.
Crawlability and Indexability: Making sure
search engine crawlers can access and index
website content.
Sitemap and Robots.txt: Creating and submitting
a sitemap and using a robots.txt file to guide
crawlers.
SSL Encryption (HTTPS): Securing the website
with HTTPS for a secure connection.
Structured Data Markup: Implementing schema
markup to provide additional context to search
engines.
 What is Keyword Research
Keyword research is a fundamental aspect of SEO that involves identifying and analyzing the specific words and phrases users
enter into search engines when looking for information, products, or services. The goal of keyword research is to understand the
language and queries used by the target audience to optimize website content accordingly.

Identifying Relevant Keywords:

Start by brainstorming potential keywords related to your content, products, or services.
Use tools like Google Keyword Planner, SEMrush, Ahrefs, or Ubersuggest to generate keyword ideas and evaluate their search volume.
Analyzing Search Volume:
Assess the average monthly search volume for each keyword to understand its popularity. Higher search volume generally indicates greater potential traffic.
Understanding User Intent:
Consider the intent behind each keyword. Users may be searching for information, products, services, or other specific purposes. Align your content with the user's
intent.
Long-Tail Keywords:
Long-tail keywords are more specific and typically consist of three or more words. While they may have lower search volume, they often have higher conversion
rates as they capture more targeted searches.
Competitor Analysis:
Analyze the keywords that competitors are targeting. This can provide insights into gaps in your own strategy and identify opportunities.
Relevance to Your Audience:
Ensure that the chosen keywords are relevant to your target audience and reflect their language and preferences.
Seasonality:
Consider whether certain keywords have seasonal trends or fluctuations in search volume. This is important for planning content and marketing strategies.
Keyword Difficulty:
Evaluate the competition for each keyword. Some keywords may be highly competitive, making it challenging to rank, while others present opportunities for easier
visibility.
Localized Keywords:
If your business or content is specific to a particular location, consider incorporating localized keywords to attract relevant local traffic.
Regular Review and Updates:
Keyword trends can change over time, and user behavior evolves. Regularly review and update your keyword strategy to stay relevant and competitive.
 What are different types of Keywords?
Keywords can be categorized into various types based on their characteristics and the user's intent when searching. Understanding
different types of keywords is crucial for developing a comprehensive SEO strategy. Here are common types of keywords:
Short-Tail Keywords (Head Keywords):
Definition: Short and broad keywords, usually consisting of one or two words. ; Example: "shoes," "laptops."
Characteristics: High search volume but high competition. User intent may be less clear.
Long-Tail Keywords:
Definition: Longer and more specific keyword phrases, typically consisting of three or more words. ; Example: "best running shoes for flat feet,"
Characteristics: Lower search volume but often more targeted and easier to rank for. Captures specific user intent.
Branded Keywords:
Definition: Keywords that include the brand name of a product, service, or company. ; Example: "Nike shoes," "Apple MacBook Pro."
Characteristics: Reflects brand awareness and often indicates users in the consideration or purchase stage.
Product/Service Keywords:
Definition: Keywords that directly relate to specific products or services ; Example: "digital marketing services," "yoga mats for beginners."
Characteristics: Focuses on what a business offers. Users may be closer to the conversion stage.
Informational Keywords:
Definition: Keywords used when users are seeking information or answers. ; Example: "how to tie a tie," "history of the Eiffel Tower."
Characteristics: Often used in educational or research-oriented content. May be used by users in the awareness or consideration stage.
Transactional Keywords:
Definition: Keywords indicating a user's intent to make a purchase or take a specific action. ; Example: "buy iPhone online," "discount coupon for shoes."
Characteristics: Indicates high intent to convert. Used by users in the decision or action stage.
Navigational Keywords:
Definition: Keywords used when users are looking for a specific website or page. ; Example: "Facebook login," "Amazon homepage."
Characteristics: Indicates users are familiar with the brand or website and are navigating directly to it.
Local Keywords:
Definition: Keywords with a geographic component, targeting local searches. ; Example: "restaurants near me," "plumber in [city]."
Characteristics: Important for businesses serving a specific location. Often used in combination with "near me" or location modifiers.
Seasonal Keywords:
Definition: Keywords that experience variations in search volume based on seasonal trends. ; Example: "summer fashion trends," "holiday gift ideas."
Characteristics: Useful for planning content and promotions around specific seasons or events.
Semantic Keywords:
Definition: Keywords related to the main topic, providing additional context and relevance. ; Example: "synonyms for happy," "related terms to SEO."
Characteristics: Help search engines understand the broader context of a topic and improve content relevance.
 Things we check while doing ON PAGE SEO
Meta Title
Meta Description
Meta Keywords
URL Optimization
Heading Tags
Internal Linking
External Linking
Anchor Text Optimization
Keyword Density
Plagiarism
Grammar Of Content
Image Optimization( Compression)
Alt Text
Keyword Cannibalism
 Important tools & AI Tools for SEO
1. Yoast SEO:
Features: 5.Google Search Console:
Content analysis and optimization for target keywords. Features:
Readability analysis for user-friendly content. Performance reports for monitoring search traffic.
Title and meta description customization. URL Inspection tool for checking how Googlebot views a specific page.
XML sitemap generation. Index coverage reports to identify and fix indexing issues.
2.SEMrush: 6.Screaming Frog SEO Spider:
Features: Features:
Crawls websites and provides detailed on-page SEO insights.
On-page SEO checker for identifying optimization
Identifies broken links, duplicate content, and other issues.
opportunities.
Analyzes meta tags, headers, and other on-page elements.
Content template for creating SEO-friendly content.
Generates XML sitemaps.
Audit tool to find and fix on-page issues.
7.Surfer SEO:
Track keyword rankings and monitor competitor
Features:
performance.
Content Editor for real-time on-page optimization suggestions.
3.Ahrefs:
SERP Analyzer for analyzing top-ranking pages.
Features:
Keyword Surfer for keyword research and analysis.
Site Audit tool for on-page SEO analysis.
Audit tool for identifying on-page issues.
Content Explorer for keyword and content research. 8.PageSpeed Insights (by Google):
Rank Tracker to monitor keyword positions. Features:
Backlink analysis to identify link-building opportunities. Analyzes the loading speed of web pages.
4.Moz Pro: Provides recommendations for improving page speed.
Features: Mobile and desktop performance scores.
On-page Grader for analyzing and optimizing individual 9.Schema Markup Generators (e.g., Google's Structured Data Markup
pages. Helper):
Keyword Explorer for finding relevant keywords. Features:
Site Crawl to identify technical SEO issues. Helps create structured data markup for rich snippets.
Page Authority and Domain Authority metrics. Improves how search engines understand and display your content.
Things we check while doing Technical SEO
Sitemap.XML
Sitemap.HTML
Robot.txt
Page Load Time
Optimization of JS and CSS
SSL Certificate
Canonical Tag
Error 404
Redirection 301
Redirection 302
W3C Validation
Open Graph Tag
Structured Data ( Schema)
 Things we check while doing Off-Page SEO
Search Engine Submission
Free Classified Submission
Profile creation
Image Submission
PDF/PPT Submission
Social Bookmarking
Forum Posting
Guest Blogging
Press Release Submission
Infographic Submission
Video Submission
Q&A Submission
 Important tools & AI Tools for Off PageSEO
1. Backlink Analysis Tools: 5. Online Reputation Management Tools:
Ahrefs: A comprehensive tool for backlink analysis, competitor Reputation.com: A comprehensive tool for managing online reviews,
research, and finding link-building opportunities. business listings, and customer feedback.
Majestic: Provides detailed insights into backlink profiles, anchor
BirdEye: Helps businesses monitor and manage online reviews and
text analysis, and trust flow metrics.
customer feedback.
SEMrush: Offers backlink analytics, competitor analysis, and a
Yext: Manages business listings across various online directories,
backlink audit tool.
improving local SEO.
2. Social Media Management Tools:
6. Content Distribution Platforms:
Hootsuite: Helps manage and schedule social media posts across
Outbrain: A content discovery platform that promotes content on
various platforms.
various high-traffic websites.
Buffer: Allows scheduling and analyzing social media posts, and
Taboola: Similar to Outbrain, Taboola helps distribute and promote
provides insights into engagement metrics.
content across multiple channels.
Sprout Social: Offers social media scheduling, monitoring, and
Zemanta: Offers content promotion and distribution services.
reporting features.
7. Email Outreach and Link Building:
3. Influencer Marketing Platforms:
Pitchbox: A tool for email outreach, influencer outreach, and link
Traackr: A platform for influencer discovery, relationship
building.
management, and campaign tracking.
BuzzStream: Facilitates link building and influencer outreach, with
AspireIQ: Facilitates influencer collaboration, content creation, and
features for managing relationships and tracking progress.
campaign management.
Ninja Outreach: Assists in outreach, link building, and finding
Influencity: Helps identify influencers, manage campaigns, and
influencers in your niche.
measure results.
1. Local SEO Tools:
4. Brand Monitoring Tools:
Google My Business: Essential for managing local business information
Google Alerts: Monitors the web for mentions of specific keywords
and appearing in local search results.
or brand names.
BrightLocal: Offers local SEO tools, including citation tracking, local
Brandwatch: Provides social listening and analytics to track brand
search audits, and reputation management.
mentions across various online platforms.
Synup: Manages business listings across various online directories,
Mention: Monitors brand mentions and industry keywords, offering
real-time alerts. ensuring consistent information
 How to Start your First SEO Project
Starting your first SEO project can be an exciting endeavor, and a well-planned approach is crucial for
success. Here is a step-by-step guide to help you kickstart your first SEO project:

1. Define Your Goals:

Clearly outline the objectives of your SEO project. Are you looking to increase organic traffic, improve rankings
for specific keywords, boost conversions, or enhance brand visibility? Having well-defined goals will guide your
strategy.
2.Keyword Research:
Conduct thorough keyword research to identify relevant terms and phrases that your target audience is likely
to search for. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find high-volume and long-tail
keywords.
3.Competitor Analysis:
Analyze your competitors to understand their SEO strategies. Identify their strengths and weaknesses, and look
for opportunities to differentiate your approach.
4.On-Page SEO:
Optimize your website's on-page elements, including title tags, meta descriptions, headers, and content.
Ensure that your content is high-quality, relevant, and aligned with your target keywords.
5.Technical SEO:
Address technical aspects of your website to enhance its performance and crawlability. Focus on aspects such
as site speed, mobile-friendliness, URL structure, and the use of secure (HTTPS) connections.
6.Create Quality Content:
Develop a content strategy that aligns with your target keywords and provides value to your audience.
Regularly create and publish high-quality, informative, and engaging content.
 How to Start your First SEO Project
7. Link Building:
Build a diverse and high-quality backlink profile. Focus on acquiring links from authoritative websites in your
industry. Consider guest posting, outreach, and relationship building to earn quality backlinks.
8. Local SEO (if applicable):
If your business has a local presence, optimize for local search. Set up and optimize your Google My Business
listing, ensure consistent NAP (Name, Address, Phone) information, and encourage customer reviews.
9. Measure and Analyze:
Implement web analytics tools such as Google Analytics to track your website's performance. Monitor key
metrics such as organic traffic, bounce rate, and conversion rates. Regularly review these metrics to assess
the impact of your SEO efforts.
10. Stay Updated on Algorithm Changes:
SEO is an evolving field, and search engine algorithms change. Stay informed about industry updates,
algorithm changes, and emerging trends. Follow reputable SEO blogs, attend webinars, and participate in
relevant forums.
11. Build a Social Media Presence:
Leverage social media platforms to promote your content, engage with your audience, and drive traffic to
your website. Social signals can indirectly impact SEO.
12. Educate Yourself:
Invest time in continually learning about SEO best practices, new tools, and industry trends. Online courses,
blogs, and forums can be valuable resources for ongoing education.

Remember that SEO is a long-term strategy, and results may not be immediate. Consistency, patience, and
adaptability are key to success in the ever-changing landscape of search engine optimization.
Thank You