SEO! WHAT? WHY? HOW?
By Nisha Sidhpura
SOME FACTS ! ABOUT INTERNET & CONSUMER
Since Last Decade, Due to Broadband, 3G and 4G Technology,
Day by day more people joining internet through their Mobile,
PCs or Laptops.
Most internet users do research on internet before purchasing
any products or hiring for any services.
Usually they start their research with web search engines. Like
Google, Yahoo, Bing & Baidu etc
Everyday people do billions of searches on Search Engines.
Moreover they read product review sites, deal sites, looking in
forums to get more details and recommendations.
Everyday people share information on social media and emails.
Thanks to advanced web and social media analytics tools and
other web tools. We can track user’s web and social activities &
Due to these facts, search engine marketing, social media
marketing & web analytics services are in demand.
SEARCH ENGINE MARKETING!
Search engine marketing is all about improving visibility of
website or web content in search engine result pages [SERP]
through optimization techniques and search advertising
platforms. i.e. Adwords, BingAds
Google is mostly used search engine, So visibility on Google is
Yahoo and Bing are second and third most used search engines.
Most of people click on organic search listing in SERP than Paid.
To improve visibility in search engines, Business pays more
attention and money to build websites optimized, to get rank on
first page on business relevant keywords. Also, they do pay per
click advertising via Adwords, BingAds and other tools.
SEARCH ENGINE OPTIMIZATION!
“Search engine optimization is the process of improving website
or web pages to get more visibility on organic/natural search
result for targeted business keywords.”
An important aspect of Search Engine Optimization is making
your website easy for both users and search engine robots to
Nowadays, SEO is in demand for lead generation and increase e-
Most of internet traffic is generated by organic search results.
Most of searchers trust organic search listing than paid search
SEARCH ENGINE OPTIMIZATION
Requirement Analysis - Client business
On Site SEO
Server side optimization
HTML & Meta Tags Optimization
Navigation and URL structure
Blog Integration and management
Off Site SEO
Blog post syndication
WHITE HAT VS BLACK HAT
We need to follow webmaster guidelines accept by search
engines, which called “White hat” SEO techniques.
Check: Google Webmaster Guideline & Bing Webmaster
These will help to improve website’s visibility in search
We need to avoid “Black hat” SEO techniques - which are not
recommended by search engines.
This will help to avoid penalties from search engine.
EXAMPLES OF BLACK HAT SEO
Content spamming techniques
Hidden links and text
Link spamming techniques
Inbound link for Low quality site
Other spamming techniques
Improper URL Redirection
SEARCH ENGINE OPTIMIZATION
Google Webmaster tools
Bing Webmaster tools
// To check health of website and inbound links
Google analytics to see organic traffic, other online traffic and
XENU tool to check 404 pages and other errors.
There are many other web tools to manage and audit SEO
process. i.e. MOZ, Screaming Frog, Microsoft SEO Toolkit etc.
SEO is very dynamic and ever changing industry,
Keep updated with below learning resources .
Google Webmaster Guideline
Moz Learn and Moz Blog