The document discusses search engine optimization (SEO) best practices. It covers how Google finds and ranks websites, on-site optimization factors like content, site structure, and keywords, and off-site factors like links. It also discusses techniques for link building, social media optimization, blogging, mobile SEO, analytics, and paid search advertising. The goal of SEO is to help websites achieve better organic search rankings and traffic.

3. Finding Websites
• Google finds websites through links or submissions
• Google finds pagesby following links on asite or
external links to pageson asite
I

4. RankingWeb Pages-What’s on your site and who
links toit
1. Google ranks websites based on content and
inbound links
2..SiteNavigation, GlobalArchitectureand
Internal Linking
• Well-structured and consistent navigation
• Internal linking structure that asearch enginerobot
canfollow (spiderablity)
• No cannibals or orphans

5. 3.OnsiteFactors– SitePage Structure
• Standard and valid code
• Content defined in semantically meaningfulblocks
• Keyword used in titles, images and other on-page
elements
• Deepcontent written in sentences using
relevant keywords
• Unique content (rather than content
that’s replicated elsewhere on the web)
• Content that’s updated frequently

6. Offsite Factors– Links
• Quality, authority (PageRank/inbound links/domain
extension) and topicality of the linking site, and of
the linking target
• Geographical location/domain extension of the
linking site
• Words used in the anchor text oflinks

9. Atthe endof the day,Googlelikessitesthat are:
• Well-organized and easyto navigate
• Loadquickly with fewerrors
• Contain well-structured, relevant information
• Are updated frequently
• Are linked to (recommended) by otherwebsites

10. Atthe endof the day,Googlelikessitesthat are:
• Well-organized and easyto navigate
• Loadquickly with fewerrors
• Contain well-structured, relevant information
• Are updated frequently
• Are linked to (recommended) by otherwebsites
…andsodoyourusers

11. KeywordResearch– Organic Search
• Usekeyword research tools to determine
optimization targets based on potential
traffic, competitiveness, trends andgeography
• Useinternal metrics to determine real keyword
traffic (correlated with rankings), conversionand
profitability of keywords

12. KeywordResearch– Paid Search
• Usekeyword research tools to determine
optimization targets based on potential traffic,ad
competitiveness and cost
• Useinternal and ad metrics to determine
effectiveness and ROIof keyword campaigns

16. On-SiteSEO– Technicaland Structural
• EnsureURLsare canonical (singular) and
semantically meaningful
• Work towards asite and link architecture that’s
consistent, spiderable and semantically meaningful
• Submit XMLsitemaps and useother search-engine
supplied tools

17. On-SiteSEO– PageLevelOptimization
• “Tag” each page(HTMLelements and select page
elements) to maximize keywordfocus
• Ensurekeyword content is spiderable, either by
using text or textreplacement
• Control number of outbound links andwhere
they’re going

18. On-SiteSEO– Content
• Update content frequently, asapplicable
• Ensurecontent is original (unique) and useful
(linkable)
• Usekeyword research to frame contentkeyword
universe

19. On-SiteSEO– Optimization for Paid Search
• Usethe sametechniques for organic search
optimization to ensure that PPCad targetpages
provide agood match for bid keywords
• Testand refine PPC-specific landing-pages for
maximum ROI
• Watch paid search metrics like ahawk

20. LinkDevelopment
• Create content that’s actually good/useful enough
that people will link toit
• Utilize social media and other engagementstrategies
to generatelinks
• Get listed in directories, buy links and otherwisebe
creative in acquiringlinks

21. • SEM is part of online marketing and covers
both paid and organic search queries.
• “Search EngineOptimization” (SEO)refers to
techniques that helpyou achieve better rankings
for your website in organic search results.
• “Search EngineAdvertising” (SEA)measures
involve you paying for your website to be listed
in the display area of a search engine when
particular search queries or phrases are
entered.

23. • Imagine the World Wide Web as a
network of stops in a big city subway
system.
• Each stop is a unique document (usually a web
page, but sometimes a PDF
,JPG,or other file).
Thesearch engines need away to “crawl” the
entire city and find all the stops along the way,
so they use the best path available—links.

27. On-
Pa
ge
SE
O
Off-
Pa
ge
S
E
O
Mo
bi
le
SEO
Analytics

28. • Content
• Title Tag
• Meta Description
• URL Structure
• Heading Tags
• Image
Optimization
• Internal Links
• Sitemap and
Robots.txt Files
• Bounce Rate
• Time On Site

29. Content is KING!
Without rich content,
you will find it difficult to
achieve good rankings
with specific keywords
and to direct traffic to
your website.
Avoid duplicate content!
Create content that can
fully satisfy the users’
needs. It is notjust about
the quantity (huge
amounts of text); it’s
more about the relevance
of the content to
potential searches.
BLOGGING!

30. In addition to the actual
title bar of your site,
every web page that
you create has a so
called “title tag.”
This is the snippet of
text that appears in the
top left-hand corner or
in your web browser
tab.
Title tags have up to 70
characters, so you
should choose your
words wisely.

31. The“meta description,” in
contrast, is a piece of
text that describes what
a specific page is about.
Meta descriptions
are typically
displayed as text
below the blue links
in search engine
results
The meta description is
limited to 175
characters. End your
meta description with a

32. The structure of your
URLs can also help
search engines to better
understand your
website content.
You should use your
keyword(s) in URL
and keep short and
simple.
Avoid special characters
in the URL: They can
make it difficult for
search engines to
crawl.

33. When search engine
crawlers scan your
website, they look for
clues about the
content on your pages.
There are basically six
heading tags in HTML.
H1-H2-H3-H4-H5-H6
If you use different
headline tags, you
structure your website’s
content and make it
easier for visitors and
crawlers to understand

34. Images are a great way
to break up pieces of
text, and also to
communicate with
search engines.
Every image that you
upload to your site will
have a file name. If you
insert the image into
your website, your
image’s file name will also
appear in your site’s
sourcetext.
<img alt=“Image Optimization"
title=“Image Optimization" src=“image-
optimization.jpg">
The
name
“red
tennis
shoes.j
pg”is

35. If you create content
on your blog or
specific web pages,
you should also
nonetheless refer to
other pages within
your website.
You can do this by
adding a link between
the pages. I
recommend that you
use anchor text to do
this.
When you use anchor
text, it suggests that
the linked page is
about the keyword or

36. Your site should have an
HTML sitemap, and
every page should link
to that sitemap, probably
in the footer.
You should also
have an XML
sitemap you
submit to search
engines.
The Robots.txt file tells
the search engine
spiders what not to
index.

37. The
Bounce
Rate
measures
the
percentage
of users
who only
click on the
URL from
Google’s
search
results,
without
visiting any
other URLs
on the
domain,

38. The length of time users spend on a page
also gives Google an
indicator or how satisfied the user is with a
result.

39. • Link
Building
• Social
Media
• Guest
Articles
• Blogging
• E-Mail
Marketing

40. This is the process by
which inbound links
are generated from
other websites.
Search engines
evaluate the quality of
backlinks. This involves
a number of issues
which you also need to
keep in mind when
creating links.
Relevancy, anchor text,
link location, and follow
or nofollow are

42. Search engines also
take into account the
traffic generated by
links from social
networks.
It is assumed that
these so-called “social
signals” caninfluence a
website’s ranking at
leastwhen
search queries relate to
something current.
Keep in mind, when
using social
networks, that you
should also maintain
these channels and

43. Guest articles are a
good way of
improving your
branding and getting
high-quality
backlinks.
So you should look for
publication channels
that would be a good fit
for you to write guest
posts.
Once you have found a
suitable partner, you
can not only generate

44. Many companies
already run their own
blogs and use them to
publish articles about
their own subject areas
and company news.
This creates high-
quality, relevant
content that offers a lot
of added value to
users, customers, and
potential customers.
It enables you to
increase traffic to your
website while also
enabling other users to

45. Use E-Mail to distribute
content.
Your emails should
include a clear call-to-
action, you should
maintain your lists,
generate leads, and
convert them to
customers.
You should also make it
easy for your email
readers to share their
content with their
friends and post it on

46. • Mobile First
Index
• Mobile
Optimization
• Page Speed

47. The importance of
mobile SEO is made
even clearer by
Google’s
recent announcement.
Sometime in 2018,
Google will switch to a
mobile-first index.
What does this mean?
For the first time,
Google will determine
rankings based on the
quality of the mobile
version of the site
instead of the desktop
version.

48. Deploy “responsive web
design” if possible.
This ensures that your
website adjusts to any
display size.
Make sure that image
files and other graphics
are not too big. This
prevents loading times
from being
unnecessarily
increased for mobile
users.
Keep in mind that
mobile users will be
using touch screens

49. Page speed is
important on all
devices, but it can be
critically important on
mobile when users are
out and about looking
for quick answers.
A page that may load
relatively quickly on a
WiFi network may not
be quite so snappy on a
mobile data network.
4G has delivered some
great speed
improvements, but
coverage is not

50. • Google
Analytics
• Google Search
Console
• SEO Tools

51. Google
Analytics
Analy
tics

52. Google Search
Console
Search
Console

53. Sem
rush
Ahre
fs
MO
Z
Searchm
etrics
Alexa

54. • Blog.hubspot.
com
• MOZ.com
• Semrush.com
• Searchmetrics
.com
• Searchenginel
and.com

56. • Google
AdWords
• Bing Ads
• Yahoo Ads
• Yandex
Ads

58. Google AdWords is a
product that you can
use to promote your
business, help sell
products or services,
raise awareness, and
increase traffic to your
website.

61. Reach people searching
for what you offer
Control your budget
Measurable,
accountable, flexible
Cost Effective
Maximum Relevance
Highl
y

62. AdWords is organized into three layers:
• Account
• Campaigns
• ad groups.
Account structure is critical. Organize your
campaigns, ad groups, keywords, and ad
copy appropriately.
Your ad campaign has its own budget and
settings that determine where your ads
appear.

63. Your ad campaign has its own budget and
settings that determine where your ads
appear.
• Location
• Budget
• Bidding
• Language
• Date
• Extensions

64. Your ad group contains a set of similar ads and
the words and phrases, known as keywords
An AdGroup contains one or more ads which
target a shared set of keywords.
Each of your campaigns is made up of
one or more ad groups. Use ad groups

68. Mainly Three kinds of bidding
types. Namely
CPM (Cost-per-thousand
impressions)
CPC (Cost-per-click )
CPA (Cost-per-acquisition)

69. Ad Rank determines your ad Position where
your ad shows on the page in relation to
other ads and whether your ads are eligible
to show at all.
The main components of your Ad Rank are
your bids and the quality of your ads and
website.
AdRank = Max. CPC *
Quality Score(QS)

70. Max.cpc
 A bid that you set to
determine the
highest amount
that you were
willing to pay for a
click on your ad
Quality Score(QS)
 QS is a metric
calculated
AdWords based
on various
Google uses an auction-style bid
to set their prices

71. Relevanc
e of
keywords
in Ad
Group
Relevanc
e of
keywords
and Ads
Relevance
of landing
page with
keywords
Historical
AdWords
account
performanc
e
Quali
ty
Scor
e
Facto
rs