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SEO.pdf
1. SEARCH ENGINE
OPTIMIZATION
By Madusha de Silva
Assistant Brand Manager – Reckitt Sri Lanka
Visiting Lecturer – NIBM
MBA – Marketing | University of Bedfordshire UK
BSc. Finance (SP) USJP
Attorney at Law (Reading)
2. Search Engine Optimization
Search engine optimization is the
science of improving a website to
increase its visibility when people
search for products or services
3. Search Engine Optimization
The process of getting traffic from the
free, organic, editorial, or natural
search results on search engines
4. Paid vs Organic Search
Organic Paid
Results take time; often weeks, months, and
sometimes years
Near-instant results and often in minutes
Traffic is ‘free’ but requires resources and
time investment
Traffic is paid. You pay-per-click (PPC) on a
cost-per-click (CPC) keyword basis
ROI is harder to measure but often improves
over time
ROI is much easier to measure, but can
stagnate and/or decline over time
70-80% of searchers click on SEO results 20-30% of searchers click on paid results
5. Paid vs Organic Search
A. Paid Search
Pay Per Click (PPC)
Cost Per Click (CPC)
B. Organic Search
Search Engine optimization (SEO)
‘Free’
A
B
6.
7.
8.
9. Importance of Setting Objectives
They help to
formulate
your SEO
strategy
They
encourage
buy-in
from key
stakeholders
They ensure
objectives
are met
10. Types of SEO Objectives
Keywords
Traffic
Market Share
Brand/Product
Awareness
Lead Generation
Reputation/Backl
inks
E-Commerce
Ads Revenue
11.
12. Keyword Research
Keyword research is the process of
discovering the keywords used by potential
customers to find your products, and picking
the most relevant keywords that are within
your reach and that have good search volume
13. Importance of Keyword Research
• Get the right kind of visitors to your site
• Identify keywords with high search volume and omit low volume terms
• Identify content gaps on your website
• Target keywords that are within your reach
14. Types of Keywords
Short-tail keywords
Typically one or two words
Less specific
Skiing
Ski Holidays
Snowboards
Long-tail keywords
Typically three or more words
More specific
Best time to go to Whistler
Self-drive ski holidays France
Best snowboard for all mountains
15. Types of Keywords
Feature Short-tail Long-tail
Intent Vague Specific
Rank Harder to rank Easier to rank
Conversion Harder to convert Easier to convert
Search volume
Higher individual search volume but
lower collective search volume
Lower individual search volume but
higher collective search volume
Research Easier to research Harder to research
Traffic 30% of all traffic 70% of all traffic
Content
Requires a smaller amount of
content
Requires more in-depth and a
greater amount of content
16. Steps of Keyword Research
Pick a
Topic
Brainstorm
Keywords
Review
Keyword
Value
Prioritize
Keywords
Focus on one
topic or theme
at a time and
imagine what
the webpage
will look like
Research
keywords with
similar
meaning
around a
closely related
topic and focus
on quantity
over quality at
this stage
Gather
keyword data
to help decide
how useful the
keywords are
and whether
they are within
reach
Decide which
keywords are
the most
important and
which ones you
wish to focus
more on
17. Pick a Topic
A topic could be for a product or service,
a source of information, or a brand or
person.
For example, ‘What size snowboard do I
need?’ appears both informative and
transactional but is considered
informative keyword as the searcher is
researching before deciding to purchase.
As you type a keyword into a search engine, you’ll see related
suggestions displayed below. Try adding a * before your
keyword to get more specific topic suggestions.
As you type a keyword into a search engine, you’ll see related suggestions displayed below. Try adding a *
before your keyword to get more specific topic suggestions.
18. Brainstorming
oThink of closely related keywords
oThink of synonyms
oInclude plural and singular keywords
oAim for quantity rather than quality
(10+ where possible)
oStraying off topic
oTrying only to find perfect match
keywords
oStopping at two or three keywords
Do Avoid
19. Brainstorming Keywords
Google Keyword Planner
Search Engine Suggestions and Related Searches
Keywords Everywhere
Competitive Keyword Analysis
Search Volumes
20. Prioritize Keywords
Keyword
Monthly Google
Search Volume
Topic
Relevancy
Score
Priority
snowboard sizing 320 1 P1
snowboard size guide 320 1 P2
snowboard size 320 1 P2
what size snowboard do I need 170 1 P3
snowboard size chart 170 1 P3
snowboard size calculator 110 1 P3
snowboarding size chart 90 1 P3
snowboard sizes 70 1 P3
Always one P1 keyword
Two P2 keywords
Three or more P3
keywords
21. Outcome
Topic P1 Keyword P2 Keyword
P2
Keyword
P3
Keyword
P3
Keyword
P3
Keyword
P3
Keyword
P3 Keyword
What size snowboard do I
need?
snowboard
sizing
snowboard
size guide
snowboard
size
what size
snowboard
do I need
snowboard
size chart
snowboard
size
calculator
snowboard
ing size
chart
snowboard
sizes
Snowboard boots /
bindings
Picking a snowboard
Burton snowboard
bindings
Best snowboard bindings
Ladies snowboard jacket
Snowboard maintenance
Snowboard accessories
22.
23.
24. SEO activities completed on your site
that are designed to improve SEO but
are not related to content.
