WEEK4: DIGITAL MARKETING

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Module 9: Introduction to Search Engine

Transcription: Video-1
Welcome to the First module of this week and we are going to start this week with a Module:
Introduction to Search Engine Optimization.
In this Module you will specifically learn
What is the meaning of Search Engine optimization?
How does Google Work?
Why Search Engine Optimization is important for every webmaster?
What are types of Search Engine Optimization.
Let us begin with few practical examples
In one of the sessions, we discussed that visibility is the first and the most important step of
digital marketing process. There are many ways to create the visibility of your brand such as
Owned Visibility, Paid Visibility and Earned Visibility. The most important way of owned
visibility was to have your own website.
DO you think, just by designing a website, the visibility for your brand will be created? Before
you answer look at this example
Suppose, you are new to the market and developed a very good looking website for your
business and want yours prospects to visit the site
Now tell me
Will your prospects type your domain name in the browser to open your site?
Thinks for a while
Yes, they can. But only, if you are very popular brand and people remember your domain name
and they are looking for very specific product, service or information and are sure about it that
the required product, service or information will be available on your site.
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In this case you are the lucky one
But, in the practical world the reality is different. You will agree with me that people are not
directly going to the websites rather they search for solution to their problems or seek
information on wide range of topics or search for products or services.

In this case, it matters a lot on which page of Google results your website will be shown against
the keyword used by user.
Because according to Search Engine Journal, on an average 91.5 % of traffic to the websites
comes from first search result page i.e. organic results and
According to HUBSPOT , 75% of Internet users never scroll past the first page of search
results? Remaining users either go to the second page of Google results or change their
keywords. That means internet users usually find the relevant information on the very first page
itself.
All these things have significant implications for your website and business because there are
high chances that your potential customer is on Google or any other search engine and is
searching for you, not by your brand name but through few keywords.
Now look at few interesting facts that will help you to understand the significance of search
engines and of course to be on the first page of SERP.
93% of all online experiences begin with a search engine.( www.imforza.com)
3.8 million searches happen per minute (Search Engine Land)
4 in 5 consumers use search engines to find local information. (Google/Ipsos
MediaCT/Purchased)

It means every business will prefer to be included in the Google results and more precisely to be
on the first page. After, realizing the power of Google Search Engine. Let us understand more
about Google results.
When we search anything on Google, there are two types of results.
One is Organic Results and another Inorganic Results.
Like here you can see.
If I search for Cheap Flights, Then in SERP,
There are two types of results,
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The first category of results is Inorganic results; these are usually advertisement and sponsored
content. You have to pay to the Google to get your advertisements placed here. However, just
paying some amount to the Google does not guarantee that your ad will be placed. There may be
many more factors in this regard. We will discuss these factor in the Module on Google Ads
The second type of results is organic results. You can see here.
Now important question
DO I need to pay something to Google to list my website here??
To your surprise
No , not at all. Google has its own algorithm to decide whether your site will be shown in
organic results or not
If it will be shown then at which page; first, second or last page. And even on the page itself, will
it be the first results or the last result.
But one thing is clear that Google will not charge anything from you to show your website in
Google results or to show it at first page or any page.
It all depends on Googles’s search algorithm.
But the question is how my website will be included in the first page and will be sufficiently
ranked high on that page so that visitor will click on it to reach my website.
Before, I answer this question, first let us understand, how does Google Search engine work, in
layman’s language
When we search anything in Google, there may be millions of web pages that may have useful
information related to your search query.
How Google decide which page to show, start long before even you type. The key steps of entire
Google Search Process.
Organization of Web Content (Indexing of Pages)
All WebPages information is organized in Search Index by the Google. The index is similar to
the library index. But the question is how Google collect the information about millions of
webpage?
The answer is Web Crawlers.
Actually, the crawling process begins when a website address is submitted to the Google by the
website owners through specially design platform by the Google for this purpose called Google
Search Console.
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Even, in our case you have to submit your site to the Google for crawling purpose. How? Just
wait for it.
When crawlers visit websites, they collect relevant information from the home page and follow
other links provided on the home page to collect more information about your website and bring
data about these pages back to the Google Server which is very huge where data of all the
websites is stored.
Further, It was all decided by a computer programme which site to crawl, how often and how
many pages to fetch from each site.
Once a crawler visit website, it renders the content of a WebPages and at the back end , key
signals of a webpage such as keywords, freshness etc are recorded for each page in the Search
index
Google search index contains hundreds of billions of WebPages Appx 100, million Giga byte
data
Let us see, what happens at the back end when, when we type our query
First, Google, looks the presence of our keywords into index page in a fraction of seconds and
short list various pages
Then, the sorting and ranking of the WebPages is handled by the Search Algorithm to find most
relevant and useful results.
Actually, when it comes to the ranking of website, Search algorithms look at many factors,
including the words of your query, relevance and usability of pages, quality of WebPages
through page rank, expertise of sources, and your location and settings. Then the weight is
assigned to each factor to arrive at final ranking
The weight applied to each factor varies depending on the nature of your query for example; the
freshness of the content plays a bigger role in answering queries about current news topics than it
does about dictionary definitions.
Once the sorting is done results are sent back to the users in SERP.
In this video, I have just highlighted the significance and working of Google search engine.
Hope, now you have fair idea about the working of Google that we used many times in a day.
Actually, it is very important to understand these basic concepts before we jump to the Search
engine optimization fundamentals. In the next video, I will discuss with you, what is Search
Engine Optimization and what are the types SEO.
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Transcription: Video-2

Hello friend, welcome back. We are discussing Introduction to Search Engine Optimization. By
the time we know that
 Your potential customers do not visit your websites directly rather they come through
search engines.
 Google organic results are free of cost , you need not to pay anything to the Google
 Lastly Google has its own search algorithm to rank the websites by applying the weights
to various factors.
Now let’s try to understand what is Search Engine Optimization
It is always said that your websites should appear on the first page of Google natural results and
even more it should be listed in the top 3 to 4 results.
But relevant question is when Google is not accepting any money at all to place your website on
very first page of results.
How will it happen?
Is it possible for me to do something with my website to get it ranked high in the Google natural
results?
Yes, it is possible. How?
The answer is Search Engine Optimization
What is search Engine optimization?
Search Engine optimization is the process of maximizing the number of quality visitors to
a website by ensuring the high rank in the list of organic results returned by a search
engine.
Now let me reiterate it.
As we discussed, there two types of Google results. What are those?
Yes
Organic and Inorganic
Search Engine Optimatition, is all about organic results, mean what practices, strategies or
tactics, we used to get our website ranked high in the organic search results so that maximum
visitors can land on my website.
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It has nothing to do with Inorganic results or paid advisements. Now let us discuss various types
of SEO
There are two types of Search Engine Optimization.
1. The first is : On-Page –SEO
2. And the second is OFF-Page SEO
Let us try to understand the difference in both
First On-Page SEO
According to MOZ,
On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn
more and relevant traffic to your website from the organic results of search engines.
Further, it refers to both the content and HTML source code of a page that can be optimized
Let me simplify it.
As the name suggest, it is On-Page that means whatever we will do with our webpage pages so
that Google think that it will be a relevant and a quality website to the visitors will be part of On-
Page SEO. Let me give you one example.
Example
You would like to insert relevant keywords into your WebPages that your prospects or customers
usually type in the search engine to find your website.
It is an example of On-page SEO.
Similarly, you would like to insert few images and videos into WebPages with an aim to increase
the richness of content. It will be on-page SEO because you are doing something with the
WebPages.
Actually, there many techniques of On-Page SEO by using them you can achieve the high rank
of your website in the search results. We will discuss all those techniques in the next Module in
detail.
You must be thinking, is there any way to improve the ranking of website without doing
anything with the WebPages?
Yes the answer is Off Page SEO
What is OFF page SEO ?
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According to MOZ, Off page SEO refers to actions taken outside of your own website to impact
your rankings within search engine results pages (SERPs). It is often called back- link building
process but not restricted to that only.
Let me explain with the help of an example:
To determine the relevance of web sites, Google assign more weightage to how many other
reputed websites have given the link of your website on their WebPages. Therefore, if your
website is able to secure back link from reputed and trustworthy websites. This is a part of Off
Page SEO.
For this purpose, you have to enhance the relevance, trustworthiness and reputation of your own
website as well. So that that others can link you.
Again, there are so many techniques of off page SEO that we will discuss in a separate module.
Let us discuss the Why SEO is Important for every website
Being top in the search results matters
We have already discusses the most of the traffic to website comes from the first page of
SERP. And according to reliablesoft.net users are most likely to click on one of the top
five pages shown in SERP. Therefore, it becomes very essential that your site should
appear in top results to attract the traffic to website. Here, the SEO plays very significant
role
SEO is Cost effective
No doubt, SEO cost to you as you have to hire the experts and buy some tools for SEO
purpose. But it is relatively considered cheaper when compared with other internet
marketing platforms. Moreover, it is not a marketing cost rather it an investment where
you will see the results of SEO efforts in the future
SEO is Measurable
We cannot measure the ROI of SEO as in case of paid search. But, we can certainly
quantify the results of our efforts such as where we were, where we are and where will
we move in search engine results. You can simply track the traffic coming from organic
results and see how much conversion has happen through such traffic, be it a micro
conversion or Macro conversion.
SEO is Not Ranking Only
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There is a misconception that SEO is always related to ranking of websites. However,
good SEO practices applied to the website improve the user experience on your website
as SEO encourages to organize the content, insert proper link, develop varieties of
content etc.
Build trust and credibility
We trust search engines, of course their results too. When our website is ranked high in
the search results, it increases the trust of users in our website, because they start
considering our website a quality website when it appears most of the times in search
results.
May help in Social promotion
There is general tendency, when people find our website on Google results and like it,
they tend to share it on social platforms like on face book, twitter, Instagram or any other
Social media platform. It ultimately increase the visibility of your site at attract more
traffic from other platforms
Helps to beat the Competition
SEO helps you to be ahead in the Competition. For example, there are two similar online
stores selling almost same products. Then the fully optimized website of the online store
has more chances to attract the traffic in comparison to his counter part.

With this we have understood the meaning of Search Engine Optimization and various types of
SEO along with its significance. In the coming Modules we talk more about SEO and SEO
techniques, Thank you.