This document discusses search engine optimization (SEO) basics and best practices. It covers key SEO concepts like keyword research, on-page optimization with meta tags and headings, off-page factors like backlinks, and how SEO has evolved from early techniques to focus on quality content and links. Search engine result pages (SERPs) are reviewed, highlighting how organic and paid results are presented. Common SEO terminology is also defined to provide an overview of the subject.

1. Search Engine Optimization
(SEO)
© Abid Sultan – Cyber Designz
Lecture - 2
• Getting Familiar with SEO Basics
• Search Engine Ranking Factors
• SERP’s Review
• SEO Terminologies
• Summary
“It is a dangerous thing to think we know everything.”
-Jack Kuehler

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Getting Familiar with SEO Basics
• Can we define SEO?
• Who is important?
• User
• Search Engine
• How was SEO in the past?
• Before LSI Algorithm
• SEO at present…
• What is it?
• Why is it?
• How to do?

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Getting Familiar with SEO Basics…(contd.)
• Today, SEO can be overseen into three co-ordinates.
• Keywords (Set the foundation)
• Content (Construct the building)
• Links (Supports the building)

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Search Engine Ranking Factors
• What are search engine ranking
factors?
• Keyword Rich Content
• Links
• Internal
• External
• Traffic
• Anything more…?

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Search Engine Ranking Factors (Contd.)
1. Links/Citations (Quality)
2. Page Rank
3. Anchor Text Distribution
4. Content Relevance of a Web
Page
5. On Page Optimization of
Keyword
6. Content Quality
I. Length
II. Readability
III. Uniqueness
IV. Load Speed
V. Mark ups
VI. Https
1. Engagement & Traffic/Query
Data
I. Visitor’s Traffic
II. CTR of Queries
III. Mentions of Brand/Domain
in News/Media/Press
IV. EMD
2. Social Metrics
a. Tweets
b. FB Shares/Likes
c. +1’s

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SERP’s Review
• Search Engine Result Pages (SERP)
• Keyword (Search Term)
• Organic Results
• Sponsored Results
• Keyword Competition
• Time to Search
• Anything more….?
• Difference between SERP’s

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SEO Terminologies
• Jargons do matter!
• Coding/Markup/HTML etc
• META Tags/Keyword Tag/Description Tag/Image ALT and Title
• Key phrase/Anchor/Hyperlink/Anchor Text/Link Title etc.
• Back Links/Inbound Link/Outbound Links/Reciprocal Link /Link Building
etc.
• Many more….

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Summary
• In the past SEO was a trick to play with search engines but now, SEO is a
fair game.
• SEO is based on the three things i.e. Keyword, Content and Linking.
• SERP’s present the resulted information again the search terms. The
results are categorized into two classes which are Organic and Sponsored.