Presentation for understanding concepts of Search Engine Optimisation.
Topics covered : What is SEO, How does SEO works, Benefits of SEO, Importance of Keyword Research.
By - Aishwarye Giri
How consumers use technology and the impacts on their lives
SEARCH ENGINE OPTIMISATION (SEO)
1. B Y – A I S H W A R Y E G I R I
S E A R C H E N G I N E O P T I M I Z A T I O N
2. • Need of SEO
• What is SEO?
• Why SEO?
Introduction to SEO01
• Steps of Keyword Research
• Types of Keywords
Keyword Research02
• Important factors of On-Page SEO
On-Page SEO03
• Benefits of using Off-Page SEO
Off-Page SEO04
Contents
05 SEO Performance
• How to measure SEO performance?
06 Types of SEO
• Black Hat SEO
• White Hat SEO
• Gray Hat SEO
4. NEED OF SEO
SEO is one of the top
digital marketing
channels used to generate
profit for your website. This
marketing channel is also
very important because it is
not only about the search
engine but also it is about
having a good SEO which
improves the user
experience and eventually
the website traffic.
2016 2017 2018 2019
WHAT IS SEO?
It's basically the practice of
getting traffic from the
organic search results on
any search engine, not just
Google but really any search
engine, so depending on the
keyword that somebody
types in regardless of what
search engine they use, that
search engine is going to
rank websites based on the
relevancy of the keyword.
WHY SEO?
o Increases visibility on
search engines
o Helps to rank higher for
relevant keywords
o Helps to increase organic
traffic to your website
o Relevant keywords &
content
o Helps people find your
website
o Value keyword: Defines
the value/worth of a
particular keyword
6. You can simply impress your audience and add a
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7. TYPES OF KEYWORDS
Short tail keywords
Long tail keywords
Primary
Secondary
High searched
Low searched
High competitive
Low competitive
Seasonal
Misspelled
Money
Broad match
Exact match
Phrase match
8. • They are more generic
• They consist of less than 3
words
• These keywords have high
search volume, high
competition but less
conversion rate
• Fore example, short tail
keywords include
“restaurants”, “shoes” or
“children shoes”
• They are very specific
• They usually consist of more
than 3 words
• As compared to short tail
keywords, these keywords
have relatively less
competition and search
volume but a higher
conversion rate.
• When visitors land from longer
tail keywords they're usually
ready to make a purchase
SHORT TAIL KEYWORDS LONG TAIL KEYWORDS
11. It is the method of optimizing elements of
web pages. It is used to gain more
relevant traffic to your webpage.
• Meta description
• Title tag | Meta tag
• Meta title
• Header tag
• Featured snippet
• Internal links | External links
• Sitemap
• Image optimization
• Page speed
• Schema
ON-PAGE SEO
13. OFF-PAGE SEO
It is the technique of promoting your
website using link building.
• Improves credibility of your website
• Increase in domain authority
• Increase in referral traffic
• Improves your page rank
15. • Organic traffic: Monitoring your website’s organic traffic will
help you understand how effective your SEO strategy is.
• Mobile traffic: Mobile ranking is different from desktop
ranking. Suppose you are getting more mobile traffic, it means
your website is responsive and has high engagement metrics.
• Keyword ranking: Tracking keywords gives you an
understanding of where your web page ranks (on SERP -
Search engine results page) for a particular keyword.
• Local visibility: This metric is important for people
maintaining local SEO. It is necessary to track specific metrics
in order to confirm your traffic is coming from the right
audience.
• Engagement metrics: It shows how users are engaging with
your website. They play an important role in determining
rankings. Some of the engagement metrics are : Bounce rate,
Average session duration, Pages per visit.
• Backlinks: The content having more backlinks from good
domains will help you improve your SEO performance.
HOW TO MEASURE SEO PERFORMANCE?
17. Black Hat SEO is a technique used to improve page rank on SERP (Search Engine
Results Page) by violating search engine rules & policies.
Some Black Hat SEO techniques are:
•
Link manipulation
• Keyword stuffing
• Duplicate content
• Sneaky redirects
Note: With Black Hat techniques, your website has a high risk of being penalized by
search engines.
18. BLACK HAT SEO
Black Hat SEO is a technique used to improve page rank on SERP (Search Engine
Results Page) by violating search engine rules & policies.
Some Black Hat SEO techniques are:
• Link manipulation
• Keyword stuffing
• Duplicate content
• Sneaky redirects
Note: With Black Hat techniques, your website has a high risk of being penalized by
search engines.
19. WHITE HAT SEO
White hat SEO is a technique used to improve search ranking on SERP. It follows
search engine rules & policies.
Some Black Hat SEO practices are:
• Use relevant keywords
• Create high quality content
• Improve your website navigation
• Speed up your website load time
20. GRAY HAT SEO
Gray Hat SEO is a combination of black hat and white SEO. It is a practice of improving
page rank by following search engine policies, but they are considered as ethically
doubtful.
Some Gray Hat SEO practices are:
• Link purchasing
• Excessive internal linking
• SEO squatting
• Spun content
