Learn SEO 2019 (Updated)

SEARCH ENGINE OPTIMIZATION - SEO
RESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 1

WHAT WILL YOU LEARN
AT THE END OF THE MODULE
Introduction to SEO
How search engine works
Key Factors in SEO
Keyword –
Planning and Importance
On-page optimization
Off-page optimization
What does not work
SEO Tools

SEO
INTRODUCTION

WHAT IS SEO ?
Search Engine Optimization (SEO) is the activity of optimizing web
pages or whole sites in order to make them search engine friendly, thus
getting higher positions in search results.
SEO is all about optimizing a website for search engines. SEO is a
technique for

WHAT IS SEO ?
pages or whole sites in order to make them search engine friendly, thus getting higher positions in search results.
SEO is all about optimizing a website for search engines. SEO is a technique for
Designing and Developing Improving the volume Marketing

WHAT IS SEO ?
Designing and Developing
a website to rank well in
search engine results.
Improving the volume Marketing

WHAT IS SEO ?
Designing and Developing
Improving the volume and
quality of traffic to a
website from search
engines
Marketing

WHAT IS SEO ?
Designing and Developing Improving the volume
Marketing by understanding
how search algorithms work,
and what human visitors
might search.

SEARCH ENGINE RESULT PAGE - SERP
SEO is NOT:
• NOT about buying keywords
• NOT telling Google where we want to be ranked
• NOT a very fast process
• NOT incredibly difficult!
Anatomy of a search snippet
RESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING
TRAINER 9

BLACK HAT VS WHITE HAT SEO
SEO techniques are classified into two
broad categories
• White Hat SEO – Techniques that search
engines recommend as part of a good
design.
• Black Hat SEO – Techniques that search
engines do not approve and attempt to
minimize the effect of. These techniques
are also known as spamdexing.

But before we deep dive into SEO…
Let us understand
HOW SEARCH ENGINE WORKS ?

HOW DOES SEARCH ENGINE WORK
SERP
Search
Indexing
Calculating
Search Web CrawlerWebsite

SERP
Search
Indexing
Calculating
User makes a
search

SERP
Search
Indexing
Calculating
Your query thus goes
in the web servers

SERP
Search
Indexing
Calculating
Process of fetching all the web pages linked to a
website. This task is performed by a software, called
a crawler or a spider

SERP
Search
Indexing
Calculating
Process of creating index for all the fetched web pages and keeping them
into a giant database from where it can later be retrieved. Essentially, the
process of indexing is identifying the words and expressions that best
describe the page and assigning the page to particular keywords.

SERP
Search
Indexing
Calculating
It is likely that more than one page contains the search
string, so the search engine starts calculating the
relevancy of each of the pages in its index to the
search string.RESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 17

SERP
Search
Indexing
Calculating
The last step in search engine activities is retrieving the best
matched results. Basically, it is nothing more than simply
displaying them in the browser.
Displaying Results

WHY DOES GOOGLE
CREATE ITS OWN INDEX
OF THE ENTIRE WEB?
o Seems like Google could save
a lot of memory space if they
avoided indexing!
o Without indexing, Google
would have to search the
entire web every time there
was a search, and that could
take a long LONG time, even
years.

Old SEO Vs Modern SEO
○ SEO has changed in the past 3-5 years. The Game has changed for SEO!!!! Its Modern
SEO now.
○ Google has lots of different algorithm updates like PENGUIN, PANDA and
HUMMINGBIRD etc.
○ Google keeps updating algorithm updates after algorithm updates after algorithm
updates.
○ The Google Algorithm update makes sense as there are many Spammy content on the
web & Google needs to make sure that we have great user experience while browsing
so that we keep coming back to google.

SEO RANKING FACTORS
Initially, the only factor Google considered was back links
But now, there are over 200 factors that determine relevance for a
given set of keywords.
Point to note : Google has never EVER released its Search Algorithm
to the public so its extremely difficult to PERFECTLY optimize your
website
Doesn’t mean we cannot try

OLD SEO VS MODERN SEO

What Is Google Algorithm Updates?
Each year, Google changes its search algorithm around 500–600 times. While most of these changes are minor,
Google occasionally rolls out a "major" algorithmic update (such as Google Panda, Google Penguin) that affects
search results in significant ways.
For search marketers, knowing the dates of these Google updates can help explain changes in rankings and
organic website traffic and ultimately improve search engine optimization. Below, we’ve listed the major
algorithmic changes that have had the biggest impact on search.

What Is The Google
Panda Update?
Google’s Panda Update is a search
filter introduced in February 2011 meant to stop
sites with poor quality content from working their
way into Google’s top search results. Panda is
updated from time-to-time. When this happens,
sites previously hit may escape, if they’ve made
the right changes. Panda may also catch sites that
escaped before.
In short Google’s Panda updates are designed to
penalize sites with weak content and reward sites
with quality content
TRAINER 24

What Is The Google
Penguin Update?
Google launched the Penguin Update in April 2012
Google tracks down sites that use ‘Black Hat’ SEO
techniques or are just plain Spammy. The kind of
things it looks at are paid links, keyword stuffing and
anything that contravenes the Google Webmaster
Guidelines. In previous updates Google has added
any tricks it missed the previous times.
TRAINER 25

What Is The Hummingbird Update?
Google launched a new “Hummingbird” algorithm in Spt. 2013, claiming that a Google Search can interact with a
user in a more “human way” and provide a more direct answer. It name comes from being “precise & fast”
Hummingbird is paying more attention to each word in a query, ensuring that the whole query - the whole
sentence or the meaning – is taken into account, rather than particular words. The goal is to provide pages
matching with the meaning of the search rather than the pages that contain just a few words
Voice search has also been enabled as part of their Chrome browser which allows web surfers to use their
computer’s microphone to speak the search query rather than having to type it out.

What Is The Google
Mobilegeddon Update?
On 21st April 2015, Google released a significant new
mobile-friendly ranking algorithm that’s designed to give a
boost to mobile-friendly pages in Google’s mobile search
results
It’s a page-level change. For instance, if ten of your site’s
pages are mobile-friendly, but the rest of your pages aren’t,
only the ten mobile-friendly pages can be positively
impacted.
This update:
• Affects only search rankings on mobile devices
• Affects search results in all languages globally
• Applies to individual pages, not entire websites
To check if your site is mobile-friendly, you can examine
individual pages with the Mobile-Friendly Test.
TRAINER 27

KEYWORD
IMPORTANCE
AND
PLANNING
WORDS

KEYWORDS
Important pointers in Keyword Planning
You need to make a list of keywords you want to optimise for.
Have a mix of both short generic keywords and ‘long tail’ specific keywords.
Have a mix of both short generic keywords and ‘long tail’ specific keywords.
Think like a customer: See what they are searching related to your product
or service. Put variants
Example: Headphone > Headsets > Earphones
WORDS

DIFFERENT KIND OF KEYWORDS
o Head-term keywords : keywords with one to two words, i.e. classic movies. Long-tail keywords:
keywords with three or more phrases, i.e. classic Akira Kurosawa movies.
o Navigational keywords : keywords used to locate a particular brand or website. Examples would
be Facebook, YouTube or Gmail.
o Informational keywords : keywords used to discover on a particular topic. This includes keywords
beginning with “how to…” or “what are the best...”
o Transactional keywords : keywords entered into Google by customers wanting to complete a
commercial action, i.e. buy jackets online.

On-Page SEO
How to let Google know
what your page is about.

FACTORSRESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 32

ON-PAGE SEO
On-Page SEO is the process of ensuring that your site is readable to search engines.
On-page SEO includes the following considerations:
○ Making sure site content is visible to search engines.
○ Making sure your site is not blocking search engines.
○ Making sure search engines pick up the keywords you want.

ON-PAGE SEO
On-Page SEO Ranking Techniques
○ Page Title
○ Meta Description
○ Page URLs
○ Body Tags (H1, H2, H3, H4, etc.)
○ Keyword Density
○ Image SEO – Alt Text
○ Anchor LinksRESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 34

ON-PAGE SEO
PAGE TITLE
o Your page titles are one of the most
important SEO factors on your site. Each of
your pages & posts should have its own
unique title, which includes the main
keywords for that page.
o Title should be between 65-70 characters
with no more than two long-tail keywords
per page title.
o Each keyword phrase should be separated
by pipes (|)RESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 35

ON-PAGE SEO
META DESCRIPTION
• The meta description appears on a
Google search results page under the
Page Title. The meta description helps
people decide whether to click on your
result, or a result above or below you.
Think of it as a call to action.
• Keep it under 155 characters.
• Incorporate the primary keyword and
at least one secondary keyword
• Include keywords in a conversational
format.

ON-PAGE SEO
PAGE URLS
• NOT about buying keywords
• NOT telling Google where
we want to be ranked
• NOT a very fast process
• NOT incredibly difficult!

ON-PAGE SEO
BODY TAGS
(H1, H2, H3, P, STRONG etc.)
• H1 tags are reserved for your main page title, with
subsequent headings (just like the ones I have used
throughout this post) being issued H2, H3, etc.
Search engines use these to determine what is
important within your content. Wrap Your Title in
an H1 Tag!
• Make sure you write keyword rich headings in the
order of priority in H1, H2 and H3 title tags. They
are used by many crawlers to differentiate
important content.RESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 38

ON-PAGE SEO
KEYWORD DENSITY
• Including relevant keywords throughout
your content is very important, as it helps
search engines work out what your content
is about. However, try not to excessively
repeat and overuse keywords just for
search engine robots.
• This can lead to your site being banned
from search engines. To avoid this, try to
keep your keyword density to roughly 2-5%.

ON-PAGE SEO
ALT TEXT
• Using images within your content is a great
way to make your site more visually
appealing and break up boring chunks of
text. You can utilise these images to help
improve your site SEO.
• Use Alt Text for your images, making them
even more useful with SEO

ON-PAGE SEO
ANCHOR LINK
While linking out to your
own pages, you should use
keyword rich anchor text
as that will help the linking
page perform better on
Google and other search
engines for their targeted
anchor texts.

ON-PAGE SEO
Best Places to Put Keywords
○ Keywords in the <title> tag(s).
○ Keywords in the <meta name="description">
○ Keywords in <h1> or other headline tags.
○ Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
○ Keywords in the body copy.
○ Keywords in alt tags.
○ Keywords in the URL or website address

Google SEO Tools Everyone Should Use
○ Google Webmaster Tools
○ Google Analytics
○ Google AdWords Keyword Planner
○ Ubersuggest
○ SEMRUSH
○ GT Metrix Page Speed Test Tool
○ Pingdom Page Speed Test Tool
○ PageSpeed Insights
○ Google Places for Business – Google maps
○ Open Site Explorer By Moz
○ The Screaming Frog SEO Spider
○ My Site Auditor

SEARCH OPERATIONS
RESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER
44

SEARCH OPERATIONS

SEO Checklist Guide
○ https://capsicummediaworks.com/seo-checklist/
○ https://ahrefs.com/blog/seo-checklist/
○ https://backlinko.com/seo-checklist
○ https://bit.ly/2xJDvGP

SEO Tools Everyone Should Use
 Google Webmaster Tools
 Google Analytics
 Google AdWords Keyword Planner
 Ubersuggest
 Google Places for Business
 SEMRUSH
 GT Metrix Page Speed Test Tool
 Pingdom Page Speed Test Tool
 PageSpeed Insights
 Sitemap GeneratorRESHMA SHAIKH - WEB DESIGNER / DIGITAL MARKETING TRAINER 47

SEO Auditing Tools
 The Screaming Frog SEO Spider
 SEOCentro
 MySiteAuditor
 Zadroweb
 SEMrush Site Audit Tool
 Ahrefs

SEO Keyword Rank Checker Tools
 SEMRUSH
 SERP’s Rank Checker
 Google Keyword Position Checker
 Fatrank (Browser Extension)

SEO Backlink Checker Tools
 SEMRUSH
 Small SEO Tools
 Open Site Explorer By Moz
 Open Link Profiler
 Backlink Watch

Learn SEO 2019 (Updated)

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