Search engine optimization (SEO) involves optimizing webpages so they rank higher in search engine results. On-page SEO factors that websites can control include keywords in page titles, meta descriptions, images, URLs, and linking structures. Off-page factors like backlinks that websites cannot fully control are also important signals of relevance. The goal is to understand how search algorithms work and provide relevant, high-quality content to users.

1. SEARCH ENGINE OPTIMISATION

2. 1
2
3
4
INDEX
INTRODUCTION
ON PAGE SEO
OFF PAGE SEO
ALGORITHM

3. SUPPOSE YOU WERE A
LIBRARIAN

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the whole thing gets covered
WHAT YOU NEED TO
KNOW:
• What’s inside every book
• How books relate to
each other
• Which books are the
best for a particular topic

5. SEARCH ENGINES ARE
THE LIBRARIANS OF THE
INTERNET

6. HOW GOOGLE WORKS ?
https://www.youtube.com/watch?v=BNHR6IQJGZs

7. WHY ARE HIGHER RANKINGS IMPORTANT?
HIGHER YOUR
SEARCH
RANKINGS
EASIER IT IS
FOR PEOPLE
TO FIND YOU
MORE
TRAFFIC,
MORE
CONVERSIONS
, MORE MONEY

8. WHAT IS ALGORITHM ?
Search engine’s job is to know what every website on the internet
contains so that they can help people with getting relevant search
results
And to do this, they use a special recipe called the ALGORITHM

9. HOW DO YOU ACHIEVE HIGHER RANKINGS?
• By making sure that you have all the ingredients that the
Search Algorithm is looking for.
• For eg. Keyword density, number of back links, title texts
• This process is known as SEARCH ENGINE OPTIMIZATION
(SEO)

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HOW SEARCH
ENGINES WORK?
Crawling and Indexing
Automated robots called
‘crawlers’ or ‘spiders’ use
LINKS to go around the
web and collect
information about every
single page THAT CAN
BE ACCESSED
CRAWL INDEX
STORING the
information that is
collected by the
spiders in a huge
database so that it
can be recalled later
in case of a Search
Query.

11. WHAT HAPPENS WHEN YOU SEARCH FOR
SOMETHING?
 Google dives into the database that it has collected to search
for the exact page that matches with the keywords
 Google does not go around the entire web looking for the
keywords you searched, it ONLY refers to its own database
Why?

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WHY DOES GOOGLE
CREATE ITS OWN INDEX
OF THE ENTIRE WEB?
• Seems like Google could
save a lot of memory space if
they avoided indexing!
• 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.

13. RELEVANCE

14. THE CONCEPT YOU NEED TO KNOW
 Relevance refers to how well a particular website matches up
with a given set of keywords
 The entire purpose of the Search Algorithm is to determine
which websites are MOST RELEVANT to the keywords that the
user is searching for

15. FACTORS OF THE SEARCH ALGORITHM :
HOW DOES GOOGLE DETERMINE
RELEVANCE?
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

16. DO ALL FACTORS HAVE THE SAME
WEIGHTAGE?
ABSOLUTELY NOT
• Different factors are weighed different by Search Engines
depending on how much they impact relevancy
• Factors like keyword density and title text will impact relevancy
more than the speed of website.

17. BASIC TERMINOLOGY
• Keywords
• Back links
• SERP
• Relevancy
• Anchor Text
• Black Hat Tactics
• Crawler / Spider / Bot
• Metadata
• Sitemap
• URL / Domain

18. KEYWORDS
 The words that a user enters in a search
box are Keywords.
 As a Search Engine marketer, you are
going to target keywords that your target
audience will search for a lot

19. BACK LINKS
 These are links from another
website to your website.
 When another website puts a
link on their web page that
leads to your website, it is
called a back link to your
website

20. SERP
Search Engine
Results Page is the
page that shows up
when you do a
Google Search

21. RELEVANCY
Refers to how well a particular web page matches up to a
particular keyword

22. ANCHOR TEXT
The text that is hyperlinked is known as the
anchor text

23. BLACK HAT TACTICS
Unfair means to 'look good' to Google even though
the underlying content is not good.
For example, keyword spamming, paid back links,
etc.

24. CRAWLER / SPIDER / BOT
 The virtual robot that navigates through the internet looking for
new content and updates to existing content
 This navigation is done using links from one website to
another and another and so on.

25. METADATA
 Metadata essentially means data about data
 It is helpful when we want to organize immense amount of data

26. SITEMAP
 An XML document that textually
contains a list of all the pages on
a website and the page
hierarchy

27. URL/ DOMAIN
 The address of a webpage that is entered into the browser to
locate a web page

28. TYPES OF THE SEO FACTORS
ON PAGE
FACTOR
S
OFF PAGE
FACTORS
VIOLATION

29. ON PAGE
FACTORS
 Almost entirely in your control
 Are you correctly including everything on
your web pages that will help Search
Engines understand relevancy?
 Eg. Keyword Density, Title Text, Website
Architecture

30. OFF PAGE
FACTORS
 Factors like number of back links,
quality of back links, Page Rank, are
extremely important indicators of the
quality and relevancy of your website
 Relying only on factors in complete
control of publishers would not work
since then everyone just modify their
content just so that Search Engines
think that its relevant

31. VIOLATIONS
 Tactics that will end up with your
website being penalised for using unfair
means.
 Eg. Spamming links to increase the
number of back links

32. PAGE IMPORTANCE VS PAGE
RELEVANCE
PAGE IMPORTANCE PAGE RELEVANCE
• Page Important is
determined by the
Quality and Quantity of
links that point to your
page from other
websites
• Page Importance is
improved by Off Page
Factors
• Page Relevance is
determined by how well
a page matches a
specific word search
• Page Relevance is
improved by On Page
Factors

34. ON- PAGE FACTORS

35. FACTORS

36. PAGE TITLE
 Extremely important to have your keywords in the page title
 Page title should be 50-60 characters long. If it is longer than
60 characters, Google will only display the first 60 characters

37. META DESCRIPTION
 Meta description is what Search Engines use to determine
what exactly a page is about
 It also determines what kind of audience would be interested
in that page
 Use the keywords once and add an accurate description of
what the webpage is about

38. META DESCRIPTION
 Could use Latent Semantic Indexing for your main keyword
 Cannot be more than 160 characters

39. EXAMPLE

40. LATENT SEMANTIC INDEXING
 Documents that have a lot of words in common are
semantically close
 When Search Engines are generating results for a particular
keyword, they look for documents that have the exact keyword

41. LATENT SEMANTICE INDEXING
 But also documents that are semantically close to the document
that has the exact keywords
 Due to this you will kind that a few search results don’t contain
the exact keywords at all yet they rank high

42. EXAMPLE

43. IMPORTANCE OF LATENT SEMANTIC
INDEXING
 Adding too many keywords to your document will make it
suspicious in the eyes of Search Engines
 Instead what you could do is add synonyms of the keywords to
your document without getting flagged for keyword stuffing

44. META TAGS
 Should contain all the relevant keywords of your content.
 Page title, meta description and meta tag can all be added to
the web page using the Yoast SEO plugin

45. KEYWORD DENSITY
 Is the number of keywords per hundred words of content on
your page
 It should be around 2-4%
 Use Latent Semantic Indexing for your keywords

46. IMAGES
 Add a lot of relevant images to your content
 Include your keywords in the image titles
 Include keywords in the alt text of the images
 Writing descriptions for your keywords is also useful

47. URL STRUCTURES
 URL that contain keywords perform way better than URLs that
do not
 Whenever you are deciding your URL, make sure you include
the keywords in it
 Don’t keep the URL structure of your posts in the date and time
format
 Shorter URLs are preferred

48. DOMAIN NAME
 If your domain name can contain the primary keyword for the
entire website, that is usually very good
 .com is usually the best extension to have.
In industry specific cases, having a .edu or .gov domains might
be better because they are considered prestigious
 Shorter and easy to spell
 Relevant

49. STRUCTURING YOUR CONTENT
 Include your keywords in the heading
 Include your keywords evenly throughout the content,
preferably at least once in the beginning of the content
 Divide the content into logical paragraphs so that reading flow
is maintained and your users have a better experience.

50. QUALITY
 The content and design of the website must be engaging
 Writing longer articles (around 700-1500 words) is better than
writing fluff articles
 Back your articles with accurate researched facts. Link out to
the sources from where you collected the information
 Pay attention to spelling and grammar

51. LINKING OUT TO EXTERNAL WEBSITE
 Adds credibility to your own content
 Contact the authors of the pages you have linked to and then
get them back link to you
 Link out to trusted websites only
 If you are not sure about the credibility of a particular page but
want to link to it, use the no follow tag.

52. INTERLINKING CONTENT
 Adds back links to your content
 Helps users to navigate through your content
 Helps Google in determining the site architecture
 Use rich anchor text while linking to your own content
 Do not overdo internal linking

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BOLD AND ITALICIZE
 Whenever you mention
your keywords in your
content, italicizing or
making it bold helps
 Do not overdo

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STOP WORDS
 ‘of’, ‘to’, ‘and’, ‘the’, ‘or’
 Do not include in your
URL because they
increase the length of the
URL

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FRESHNESS
 Frequently updated
websites look better
 Posting fresh content at
least once a week is
optimal.

56. MOBILE FRIENDLY WEBSITE
 Allows you to rank higher for mobile searches
 To ensure that your website is mobile friendly it is
important to choose the correct theme for this
 Since a lot of people use their phones to perform
a Google search, it is extremely important that
your website must be mobile friendly.

57. OFF PAGE SEO

58. IMPORTANCE
QUALITY
ANCHOR TEXT
BANK LINKS

59. WHAT ARE BACK LINKS ?
 It’s a simple link from another website to your website
 Also known as Inbound Links
 Back when Search Engines began, back links were the only
criteria for search rankings

60. IMPORTANCE
 Back links help Search Engine figure out the popularity of a
web page
 If a lot of other web pages link to your page, Search Engines
know that this particular web page is ‘popular’
 Every other page that links to you gives a ‘vote’ to your
website which helps Search Engines determine popularity

61. QUALITY
 Just having a huge number of back links is not enough. It is
important to determine the quality of back links
 Quality of the back link is determined by the popularity of the
pages that are linking to you
 Each web page is assigned a Page Rank on the basis of the
quality and number of back links that it has

62. ANCHOR TEXT
 If your back links have Anchor text that contain the keyword for
you page (exact or LSI) it is considered really good
 This might not always be in your control, but if it is then ensure
that anchor text contains keywords

63. ALGORITHM
IMPORTANCE
EVALUATION
PAGE RANK

64. PAGE RANK
 It is a link analysis algorithm that assigns a
numerical value according to the Page
Importance of your page
 Page Rank is determined by the number
and quality of external and internal links
 External links are (obviously) more
valuable than internal links

65. PAGE RANK ALGORITHM
Here
PR(A) : Page Rank of your Page
B, C, D are pages that link to your page
PR(B) : Page Rank of page B
L(B) : Number of Links on Page B ( to any other page on the web)
d : damping factor which is generally equal of 0.85

66. CONCLUSION FROM PAGE RANK
ALGORITHM
 The more the number of links on a particular page, the lesser
impact that page would have on your Page Rank if it linked to
you
 Your Page Rank depends heavily on the Page Rank of the
other pages that are linking to you
 Thus the quality of a back link is determined by the Page Rank
of the website linking to you

67. IMPORTANCE
 Although not in your control, Page Rank is probably one of the
most important factors that influences Search Engine results.
 Getting a lot of good quality back links is difficult and happens
over time, however it is the extremely important to have a
sound link building campaign active at all times for effective
SEO

68. EVALUATION
 Google evaluates Page Rank every time it performs a crawl and
updates its indexes
 Thus, the benefits obtained from getting new links might not be
immediately felt

69. LINK BUILDING
CAMPAIGNS

70. The step after
understanding the
importance of
back links is
getting back links.
Following are the
various strategies
that can be used to
get back links to
your website

71. DIRECTORY SUBMISSIONS
 Online directories are like the Yellow
Pages of the internet
 It’s difficult to get listed and takes time
 High page rank
 Examples: DMOZ (considered to be the
best), Yahoo Directory, One Mission,
Pegasus, etc.

72. RECIPROCAL LINKING
 The practice of getting in touch with bloggers
/ content creators in your niche and
exchanging links
 Try getting linked on pages that are as close
to the Home Page as possible
 However, Google may devalue back links if a
high percentage of them are inbound links

73. STRATEGY TO GET RECIPROCAL LINKS
FROM HIGHER PAGERANK PAGES
Link to other pages in
your content first
(make sure your
content is high
quality)
Contact the author of
the pages you linked
to and show them
your page, strike up
a conversation
Try to get a link back
your page

74. CROSS LINKING
 Refers to the practice of internally linking your
website.
 One of the best known examples of Cross
Linking is Wikipedia
 This not only helps generate links for your
page but also helps with navigation for your
visitors

75. POSTING VIDEOS
 When you post videos on your YouTube channel, make sure you
add a link back to your website
 YouTube pages have a high Page Rank so this can help a lot.

76. PHOTO SHARING
Whenever you post your pictures on Instagram, Picasa, Flickr
make sure to add a link back to your website
This helps drive traffic to your website and helps increasing the
number of back links

77. SOCIAL MEDIA PROMOTIONS
 Keep posting links to your content on Facebook, Twitter,
LinkedIn, etc.
 Become a part of groups and post links to your content on these
groups
 Every time your posts get shared, it adds a back link to your
website so writing sharable content will help a lot with
generating back links

78. POSTING ON FORUMS AND Q/A WEBSITES
 Posting your links on Forums and Q/A websites (like Quora).
 Best way to do this is to find relevant questions and then give some
helpful content as an answer and at the end include a link to your
website or the particular page that is relevant in the context.
 This not only helps in generating traffic but is a great way to drive
traffic to your website.

79. ARTICLE SUBMISSIONS
 They are various article directories on the internet that contain
high quality articles on various topics
 Write articles and include your links at the end and submit them
on these article directories to generate back links
 Article directories that you could approach are Ezine Articles,
Go Articles, Now Public and so on

80. AD CAMPAIGNS
 Ad campaigns on Adwords also count as back links.
 Remember to include keywords in your anchor text.
 If you have the money, this is one of the easiest ways to
generate back links to your website.

81. DOCUMENT SHARING
 Sharing your documents on websites like Google Docs and
Slide Share
 Link back to your website with keyword rich Anchor Text

82. VIOLATIONS

83. SHALLOW CONTENT
 Content without much substance
 Content less than 200 words
 Google considers content like this as spam

84. CLOAKING
 Showing Search Engines different stuff from what is shown to
humans
 Writing content that is not displayed to humans (via overlaying
a HTML element on top of it or using display none CSS or
blending your text with the background by making them the
same colour)
 If you are caught doing this, you will be penalized heavily

85. KEYWORD STUFFING
 Stuffing too many instances of keywords in your content
 Will not work and end up getting you penalized
 Maintain appropriate keyword density instead of spamming
your keywords over and over again

86. PAID LINKS
 Paying other webmasters to spam your link on their websites
 Another thing that Google penalizes heavily
 Websites that will be taking money from you to spam your link
wont always have relevant content along with it and that will get
them (and you) flagged

87. PAID LINKS
 Paying other webmasters to spam your link on their websites
 Another thing that Google penalizes heavily
 Websites that will be taking money from you to spam your link
wont always have relevant content along with it and that will get
them (and you) flagged

88. ADS HEAVY PAGES
 Pages that are heavy with ads and affiliate marketing links are
heavily penalized
 Content which is buried in ads or websites that trick people
into clicking on ads are also penalized

89. YOAST SEO : THE SEO
PLUGIN FOR
WORDPRESS

90. SEO ON WORDPRESS
 When you use a CMS like WordPress, SEO becomes
relatively easier
 WordPress is already a well optimized system and does a
good job of allowing all your web pages to be indexed
 Yoast SEO is a free plugin that you could download for SEO
purposes

91. OPTIMIZING THE TITLE,
META DESCRIPTION AND
CONTENT

93. THE HOME PAGE TITLE TEMPLATE
 Go to Yoast SEO -> Titles and Metas -> Homepage
 Here you will find the default title template of your home page
that will be shown on SERP
 Use the help to get a list of all the variables that you can use
here
 Additionally, you can optimize the home page individually if
needed

95. TITLE TEMPLATES FOR YOUR POSTS AND
PAGES
 You add the title templates for posts and pages here
 This is the default text that will be displayed in SERP for your
posts and pages
 Additionally, you can customize each of them individually as
well

97. THE VARIABLES THAT YOU CAN USE

98. EDITING POSTS AND PAGES INDIVIDUALLY
 Yoast SEO plugin adds a Snipet Preview below every post/page
that you can use to edit it individually
 This is helpful when you are not happy with the default template
in context of a particular post/page

99. EDITING POSTS AND PAGES INDIVIDUALLY
 You are also allowed to enter the keyword for the particular
post/page and a content analysis tool provides with important
data like keyword density in your post/page, Flesh Reading
Ease test and the meta description quality

101. XML SITEMAPS

102. WHAT IS A SITEMAP
 Full form - Extensible Markup Language
 It is a list of pages that are accessible to crawlers
 Every time you add a new page to your website, your sitemap
is updated and submitted to Google so that it knows that you
created a new page and can crawl it as soon as possible

103. HOW TO ENABLE SITEMAP
 The process of generating and submitted your sitemap is
automatically done by Yoast SEO, you just have to enable it
 Head over to Yoast SEO -> XML Sitemaps to enable this

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CREATE SITEMAPS
• Go to xml Sitemaps.com
• Follow the instructions
mentioned to get
sitemap made.

106. SOCIAL SEO

107. ADDING SOCIAL LINKS
 Adding your social links helps Google know your identity on
Social Media platforms
 In order to add Social Links go to Yoast SEO -> Social ->
Accounts
 Enter the main account associated with your website for each
of the social media websites if available

109. HOW DOES YOUR WEBSITE LOOK WHEN
YOU LINK IS SHARED ON SOCIAL MEDIA
WEBSITES ?
 You can control this by editing the various options available to
you under Yoast SEO -> Social -> Facebook / Twitter /
Pinterest / Google+
 Not all of them have the same options. Go through the options
to determine which settings can be used for your website.

111. HOW DO INDIVIDUAL POSTS AND PAGES
LOOK WHEN SHARED ON SOCIAL MEDIA?
 You can control this by using the Snippets editor under each
post and page.
 Currently the only supported Social Media websites are Twitter
and Facebook
 If you do not use these settings, the feature image will get
picked up and the beginning content in your post/page will be
used by default.

113. KEYWORD RESEARCH

114. WHAT IS KEYWORD RESEARCH?
 Choosing which Keywords you want to rank for is a very
important part of SEO
 Trying to rank high for Keywords that are not searched very
often will not increase the traffic to your website at all
 Instead what you need to do is research which Keywords are
being searched a lot and try to rank high for them.

115. RESOURCES THAT YOU COULD USE FOR
KEYWORD PLANNING
 Moz Keyword Explorer
 Google Trends
 Google Keywords Planner
 Various other tools like Market Samurai, Wordtracker, etc.

116. MOZ KEYWORDS EXPLORER
 Suggests keywords based on what you searched
 Displays Volume, Difficulty, Opportunity and Potential for what
you searched
 Might be good for quick Keyword Research, various additional
options are available with the paid version of this tool
 Go to https://moz.com/products/pro/keyword-explorer to
access this tool

119. GOOGLE TRENDS
 It’s a great tool that shows you what is currently trending on the
internet
 Make sure to select the category that you want and set the
country to India
 You can explore for additional topics
 Go to https://www.google.co.in/trends/ to access this tool

121. EXPLORING TOPICS ON GOOGLE TRENDS
 Gives you valuable information like Interest over time, Regional
Interest (in the region that you selected) and Related Searches
 There is also a facility to compare two terms for a comparative
analysis

124. GOOGLE KEYWORDS PLANNER
 This is one of the best tools for Keyword Planning because it
will give you the most accurate results
 You need an AdWords account to use this
 Go to https://adwords.google.co.in/KeywordPlanner to access
this tool

127. TERMINOLOGY IN THE RESULTS
 Avg. Monthly Searches : Average number of times this exact
keyword has been searched in a month
 Competition : Refers to the amount of advertisers fighting for
this exact keyword relative to all keywords across Google
 Suggested Bid : The amount of money advertisers are willing to
pay per click

130. FILTERING THROUGH THE RESULTS
 Judging keywords must be based on the number of average
monthly searches and the competition for a particular keyword
 If the average number of monthly searches is high, the
competition should generally be high and vice versa however if
you find an exception wherein competition is low but average
monthly searches are high, write content based around that
keyword and optimize for it.

131. LONG TAIL KEYWORDS
 Generally when people use Search Engines, they use long
phrases
 For example “digital marketing courses in Khar region Mumbai”
 This is a long tail keyword
 Since the possibilities of a long tail keyword are very high, the
competition reduces. Therefore you should be able to find at least
a few long tail keywords that are extremely specific to your needs.

132. WHY ARE LONG TAIL KEYWORDS ARE
IMPORTANT?
 Popular search terms account for only 30% of the web
searches
 The remaining 70% search for long tail keywords

133. WHY ARE LONG TAIL KEYWORDS ARE
IMPORTANT?
 People who search for long tail keywords often convert
because if your page matches exactly what they are looking
for, they are more likely to click on your call to action
 The trick is to find long tail keywords (using the planning tools)
that you can rank for that have low competition and then
optimize your competition around these