SEO Basics, Principles and Fundamentals

Eastern Visayas Federation for Information Technology
"SEO - Internet Marketing Training"
SEO Basics, Principles and Fundamentals
by Victorino Q. Abrugar, CPA
Business Consultant and Editor of
BusinessTips.Ph

Topic Overview
●
What is SEO, and why it matters?
●
How to be a SEO: The knowledge and skills of a
successful SEO
●
What you need to know about Google’s Panda and
Penguin
●
The Dos and Don’ts of Search Engine Optimization
●
SEO strategies, techniques, and tactics to get organic
traffic from the search engines
●
How SEO works with other online marketing strategies?
●
How to grow your career as a SEO?
Lesson 2 – SEO Part 1 (The Fundamentals of Search Engine Optimization)

Topic Objectives
This lesson will enable trainees to:
●
Learn and understand the meaning of SEO and its importance to
business owners, marketers, leaders, educators, and other users.
●
Learn the essential knowledge, skills and traits to have a
successful career as a SEO.
●
Know what's happening in the SEO world right now.
●
Know the Dos and Don'ts of SEO practice
●
Learn the different SEO strategies, techniques and tactics to drive
organic and relevant traffic from search engines to a website.
●
Learn how to collaborate SEO with other Internet marketing
techniques.

What is SEO?
SEO or Search Engine Optimization is a
process of improving the elements of a
website such as its title, content, keywords,
images, structure, navigation, outband
links, and inbound links in an attempt to
increase its search engine algorithm score
and rank higher in the SERPs in order to
attract traffic from the search engines and
convert this traffic in to profitable actions.

SEO can be simply defined as the
practice of getting organic or unpaid
web traffic from the search engines.

1.SEO optimize a web
page for a particular
keyword to rank it higher
on SERPs.
2.Search engines index
web page on their
SERPs and rank it for a
particular keyword
3.SE users, when they
search for that particular
keyword, find the web
page link on search
results and go to the
main webpage to find the
information they want.
Websites
Company websites, blogs, social
pages, and other web pages.
Search Engines
(Google, Yahoo, Bing, Yandex,
Baidu, etc.)
SE users
People who use the search engines
to find the information the need.

Unlike Paid Search Marketing or PPC
Marketing, it can be an unpaid form
of Search Engine Marketing as you
don't have to pay money to search
engines, like Google, Yahoo and Bing,
to get your web pages shown in their
search engine results pages (SERPs).

Paid listings on
Search Engines or
Paid Search
Marketing (PPC
Marketing)
Organic or unpaid
search results on
Search Engines.
This is where
your PPC
advertising
goes.
This is where
your SEO
goes.

What are the advantages of SEO
over PPC marketing?

People trust organic results than
paid listings.
86% of web searchers
trust organic search
results more than
sponsored or paid
PPC listings.
http://unbounce.com/ppc/seo-vs-ppc-infographic/

SEO can be done for free.
●
You don't need to pay
search engines to get
included in SERPs.
●
You can do some of
the SEO techniques
without spending
money.

Effective SEO has lasting results.
High pagerank and
authority which are
products of quality
SEO can give long-
lasting results and
ROI.

Organic search results are not
blocked by ad blocker toolbars.
●
Ad blocker toolbar
plugins usually block ads
including sponsored
listings in SEs.
●
People who repeatedly
search for the same term
may develop ad
blindness or ignore
sponsored listings.

What are the disadvantages of SEO
over PPC marketing?

SEO is not done overnight.
●
SEO is a process that takes
time to see results.
●
You need to build
authority to rank higher in
the search results.
●
Unlike SEO, PPC or paid
listings can be shown
instantly on SERPs at the
start of your campaign.

SEO should conform with terms
and rules of the search engines.
●
A violation with Google's
Webmaster Guidelines can
get your website
penalized.
●
Google's Panda and
Penguin are on the move
to penalized a lot of
websites and pages on
their SERPs.

The competition in SEO can be too high.
●
New websites can hardly
compete with other
websites that already have
higher authority.
●
Even if you rank in SERPs,
you still need to
consistently do quality
SEO to stay in ranking
against existing and new
competitors.

Why SEO matters to us, and why
people should do SEO?

Business owners
use SEO to gain
more customers
and boost their
sales to make
their business
more profitable
and stable.

SEO firms and
professionals earn
money by
providing SEO
services to
companies and
other entities.

The Government and other
organizations use SEO to promote
their programs and spread more
information to the public.

Webmasters and
bloggers use SEO to
drive more organic
search traffic to their
websites and
blogs, and convert
them in to more
money online.

Teachers and
educators use SEO
to increase their
reach and audience
to share their
knowledge and
ideas to more
people.

To be a successful SEO, you should...
1. Have the knowledge about the algorithms
of Google and other search engines

2. Understand a website's elements and structure

3. Learn how to write quality and useful content

4. Know how to analyze data

5. Learn how to do extensive research

6. Learn how to determine problems and solve them

7. not stop learning and experimenting SEO

8. learn how to build relationships

9. learn how
to optimize
your life.

10. know how to make a plan and
execute it.

The Dos of SEO
1. Target your audience
2. Make relevant titles and descriptions
3. Create relevant, unique, useful & engaging content
4. Update your content regularly
5. Build quality and natural links consistently
6. Build social media influence
7. Get updated with search engine news
8. Maintain business or personal excellence
9. Monitor your SEO performance
10. Solve problems as early as possible

The Don'ts of SEO
1. Don't hire the wrong SEO
2. Don't stuff keywords
3. Don't target broad keywords
4. Don't ignore potential SEO problems
5. Don't overload your site with ads
6. Don't make your site navigation difficult for users
7. Don't be lazy to update yourself with SEO news
8. Don't learn only SEO
9. Don't rely on search traffic mainly
10. Don't let your SEO plan and strategies unexecuted

SEO strategies, techniques, and tactics to get
organic traffic from the search engines
AND
How SEO works with other online
marketing strategies

Strategy #1 – Have a search-engine friendly website
Techniques:
On-page SEO, website development, HTML, CSS and PHP
Tactics:
1. Create SE-friendly URL.
2. Improve site navigation and use internal linking.
3. Improve outbound links. Use rel="nofollow".
4. Create a sitemap.
5. Create friendly and useful 404 pages.
6. Optimize images and other multimedia files.
7. Avoid too much ads and keyword stuffing.
8. Use CMS and optimize for mobile.

Strategy #2 – Create high-quality fresh content
Techniques:
On-page SEO, Content writing, inbound marketing, viral
marketing, video marketing, photography
Tactics:
1. Identify your audience
2. Write your passion or expertise
3. Write targeted, unique, useful and informational content
4. Research your topic well
5. Check spelling and grammar
6. Use interesting images, videos or infographics
7. Listen to comments or feedback
8. Consistently practice your writing skills

Strategy #3 – Build quality inbound links regularly
Techniques:
Off-page optimization, link building, link-baiting, content
marketing, social media marketing, viral marketing, PR and
relationship
Tactics:
1. Write highly useful and informational articles that will
make other websites link to those articles for reference.
2. Create a youtube channel and upload interesting videos
with your link on the description.
3. Create blogs and pages in Facebook, Twitter, Google+,
Foursquare, LinkedIn, Pinterest and other social media.
4. Publish useful and shareable infographics in your site

Strategy #3 Tactics cont...
5. Create documents and presentations and submit it to
Scribd, Slideshare, Google Docs, and the like.
6. Submit guest posts on high-authority websites/blogs.
7. Leave engaging comments on relevant blogs.
8. Join online forums and post valuable relevant threads
with your homepage in your profile or signature.
9. Submit your company website to quality business or web
directories.
10. Share the link to your content in relevant social
bookmarking or community sites.
11. Join relevant Facebook groups and other groups online
to expand your network.

Strategy #3 Tactics cont...
12. Make more friends and always help people online and
offline.
13. Be a resource speaker on events related to your business
or profession.
14. Accept interviews and guesting online or on traditional
media.
15. Interview influential people in your niche.
16. Write eBooks and research papers and share it for free.
17. Develop free tools, software or applications.
18. Create and share free WordPress templates and plugins.
19. Donate to charities and non-for-profit organizations.
20. Always wow your customers or clients.

Strategy #4 – Boost brand visibility on SERPs
Techniques:
Off-page SEO, Social media marketing, online reputation
management, PR marketing
Tactics:
1. Submit your website to Google Places and and claim your
Google Map listings.
2. Optimize your Facebook and other social media pages for the
search engines.
3. Optimize your images for search engines.
4. Optimize your videos in YouTube
5. Submit your sitemap to Google, Bing and other SEs.
6. Follow the rules and guidelines of Google and other SEs.
7. Build more relationships online and offline.

How to grow your career as a SEO?

#1 Build influential website and blog.

#2 Build more influence on social media.

#3 Get a mentor and don't stop learning SEO.

#4 Teach people and make disciples.

#5 Share useful documents, videos, and
other materials online.

#6 Be a speaker and inspire your audience.

#7 Maintain excellence in your SEO work.

Thank you.
Check all our reference and sources:
http://www.quickmeme.com/ (for the memes)
http://www.youtube.com/user/GoogleWebmasterHelp
http://www.mattcutts.com/blog/
http://unbounce.com/ppc/seo-vs-ppc-infographic/
http://moz.com/blog/smwc-and-other-essential-seo-jargon
http://www.reloadmedia.com.au/searchstrategy/google/whats-the-difference-between-google-penguin-and-google-panda/
http://blog.us.cision.com/2013/05/top-100-social-media-internet-marketing-seo-blogs-for-2013/

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