UNIT 2
Determining SEO Objectives & Defining Site’s Audience First
Stages of SEO
Prepared By: Ripal Pandya
UNIT2
Determining SEO Objectives & Defining Site’s Audience First Stages of SEO
• What Is SEO:
– SEO stands for Search Engine Optimization.
– It's the process of optimizing a website's content,
technical configuration, and link popularity to make it
more relevant and findable to search engines.
– The goal of SEO is to improve a website's ranking in
organic search results.
Explain Types of SEO
on-page seo, off-page seo
• On-Page SEO (On-Site SEO):
– On-site SEO refers to the practice of optimizing elements on a
website, such as the content and HTML code, to improve its
rankings in search engine results pages and attract more relevant
traffic to the website.
• SEO Keyword Research: keywords strategically
• Quality SEO Content: means creating content that is both user-friendly and
search engine-friendly
• Internal Linking For SEO: links within a website to connect relevant pages
• Metadata SEO Optimization: title tags, header tags, and meta descriptions
• Image SEO Optimization: images with descriptive file names, alt tags, and
captions
• URL Structure: improving user experience and facilitating link-building
efforts.
• Off-Page SEO (Off-Site SEO):
– relevant keywords or search phrases. SEO helps in generating
site traffic naturally.
– off-site SEO, is the practice of improving a website's search
engine ranking by optimizing factors outside of the website
itself
• Guest Blogging: common off-page SEO technique used for building
backlinks.
• Competitor Research and Analysis: keywords to gain insights and
improve one's own SEO strategy.
• Internet Ads: generate leads for a website or business
• Technical SEO: optimizing site load time, ensuring that robot.txt
files are properly configured, and setting up redirects correctly
• Mobile-Friendliness: website that is optimized for viewing on mobile
devices such as smartphones and tablets
• White-Hat SEO: keyword-rich, quality services and content
• Black-Hat SEO: rank higher in its search results
what is Ethical SEO
• Ethical SEO can be defined as search engine
marketing using only techniques and strategies
that search engines consider to be acceptable.
• key elements of ethical seo:
– Content: Create high-quality, relevant, and engaging
content that addresses your audience's needs.
– Keywords: Use relevant keywords in your content to
increase its visibility on search engines.
– Backlinks: Get backlinks from credible sources
– Transparency: avoid penalties and maintain a positive
reputation with both your audience
Developing an SEO Plan Prior to Site Development
• that search engine optimization should be built in, as early as
possible, to the entire site development strategy, from
choosing a content management system (CMS) and planning
site architecture to on-page content development.
• Business Factors That Affect the SEO Plan
– Revenue/business model
– Target customers
– Competitor strategies
• some steps you can take to develop an SEO plan:
– Identify your target audience
– Keyword research.
– Technical SEO
– Content planning
WHAT IS NICHE IN SEO
• In SEO, a niche is a specific market or topic
that a website or business focuses on.
• Niche websites are usually more successful
than general websites because they can target
a specific audience and compete with fewer
websites for search engine rankings.
What is SEO Raw Traffic
• search engines and creating content with
keywords that are relevant to the site and its
target audience.
• This can lead to direct traffic from search engines,
which can then expand into content sharing,
referring links, and more.
• helps a site rank for key search terms, referring
links as more and more people find
SEO for E-commerce Sales
• One of the most direct monetization (something
conversion into money) strategies for SEO is
driving relevant traffic to an ecommerce shop to
boost sales.
employ SEO for ecommerce sales
Keyword targeting
Page and content creation/optimization
Write a note on SEO for Mindshare/Branding
• Here are some factors to think about when considering SEO
for Mindshare or Branding.
– When to employ SEO for mindshare/branding:
Using it when branding or communicating a message is your goal.
If you do not have direct monetization goals for the moment
or for the foreseeable future, this is the approach for you.
– Keyword targeting:
Focus on keywords that are going to bring your visitors who are
likely to be interested in and remember your brand.
– Page and content creation/optimization:
Make an accessible site, use good link structure, apply best
practices, and focus on links for domain authority rather
than chasing after specific keywords.
Write a note on SEO for Lead Generation and Direct
Marketing
• When to employ SEO for lead generation and direct
marketing:
– Use it when you have a non-ecommerce product/service/goal
that you want users to accomplish on your site or for which
you are hoping to attract inquiries/direct contact over the Web
• Keyword targeting:
– As with ecommerce, choose phrases that convert well, have
traffic, and have previously performed in PPC campaigns.
• Page and content creation/optimization:
– You’ll need a solid combination of on-site optimization and
external link building to many different pages on the site to be
competitive in the more challenging arenas.
Write a note on SEO for Reputation Management
• Since one’s own name—whether personal or corporate—is one’s identity,
establishing and maintaining the reputation associated with that identity is
generally of great interest.
• SEO enables this process through both content creation and promotion via link
building.
• Here are some factors to think about when considering SEO for reputation
management:
– When to employ SEO for reputation management:
• protect your brand from negative results, for reputation management SEO is the
only path to success.
– Keyword targeting:-
• Chances are this is very easy—the keyword you are targeting is your personal
name, your brand name, or some common variant (and you already know what it
is).
– Page and content creation/optimization:-
• social media profiles, public relations, press releases, and links from networks of
sites you might on or control, along with classic optimization of internal links and
on-page elements
Auditing an Existing Site to Identify SEO Problems
Check following key elements to auditing site seo problems:
– Elements of an Audit:
• your website needs to be a strong foundation for the rest of your SEO efforts to succeed.
– Usability
• Usability affects many factors, including conversion rate, as well as the propensity of
people to link to a site.
– Accessibility/spiderability:
• Create a optimal information of SEO architecture
– Search engine health check
• Check the Google cache to make sure the cached versions of your pages look the same as
the live versions of your pages.
– Keyword health checks
• architecture logically flow from the way users search on related keywords
– Duplicate content checks
• Check your duplicate content and reduce the duplication content for example check:
https://www.seoreviewtools.com/
– URL check:
• Descriptive means keyword-rich but not keyword-stuffed. You don’t want parameters
appended (or have a minimal number if you must have any), and you want them to be
simple and easy for users (and spiders) to understand.
Explain your Site’s Information Architecture in
detail
• you should plan to research the desired site
architecture (from an SEO perspective) at the start
of your SEO project. This task can be divided into
two major components:
– Technology decisions
– Structural decisions
– Technology decisions:
