Search Engine Optimization is the process of getting Organic Traffic to the website. In this power-point, we will learn the basic overview of Search Engine Optimization.

1. Search Engine Optimization
-By Soumalya Roy
Author,
www.marketinggyan.club

2. Index
• What is Search Engine Optimization (SEO)?
• How Search Engines work?
• What is the importance of SEO?
• Types of Search of Search Engine Optimization
• What is On-Page SEO
• What is Off-Page SEO
• What is Technical SEO
• What are the techniques of SEO?

3. What is Search Engine Optimization?
• Search Engine Optimization is the process of bringing Organic Traffic to your
Website.
• As a website owner, your main motive should be to rank in the first page of
Search Engines and to rank high up the order.

4. Why ranking in first page is crucial?
• Ranking in the first Page of Search Engines is not a cakewalk.
• This is because there is a huge pool of content available for the same
keyword search in the various Search Engines like Google, Yahoo, Binge etc.
• It has been estimated that around 70-80% searches happen only in the first
page and that too in first 3-4 results.
• So, as a webmaster your motive should be to rank in the first page and high
up the order.

5. How Search Engines Work?
• Search Engines uses internet bots called “ Crawlers” or “ Spiders” to index Websites in the Search
Engines.
• The “Crawlers” or “ Internet Bots” crawl in all the available pages in the Search Engines and rank them
depending on various factors against a keyword.
• When that particular keyword is searched for in Search Engine Results Page, commonly known as SERP,
the most relevant websites get triggered.
• This process is known as Crawling.
• The various factors on which the “Crawlers” rank the Websites are known as Search Engine Algorithm
and this Algorithm get changed at regular intervals.
• The “Crawlers” can read only HTML language and hence, the backend of the website should have HTML
Code.

6. Do I need to know HTML Coding for SEO?
• No, you don’t need to know HTML Coding. You can built your website
using various Content Management System (CMS).
• Popular CMS which are used are Wordpress, WIX and so on.

7. What is the importance of SEO?
• Search engines are considered to be the virtual highways through which majority of the
Internet traffic reach to their respective destinations.So, it can be assumed that if a website
does not do well in its relationship with search engines, it literally misses out majority of the
traffic found on the internet.
• An essential quality of search engines is their ability to generate and direct targeted traffic
towards a website. These targeted visitors that a search engine provides are an indispensable
component of success on the web and the growth of a website, since they can be the major
source of publicity, exposure and revenue to a degree that no form of marketing can never
compensate for.

8. What are the types of SEO?
• On – Page SEO : It means whatever you do in your website to get your
website ranked.
• Off- Page SEO : It means what others do to get your website ranked.
• Technical SEO : It means the technical aspects of your websites which
should be taken care of to get your website ranked.

9. What is On-Page SEO?
On- Page
SEO
Meta Title
& Meta
Description
Heading
Tags (H1 to
H6)
Alt-Text
Content

10. Hierarchy of Meta Title, Meta Description and Heading Tags
On-Page SEO
Meta Title
Meta Description
Heading Tags ( H1
to H6)

11. Meta Title : It means the
main title of your website
Ideal Length of Meta Title
is between 50-60
characters
Meta Description : It
means the main
description of your website
Ideal Length of Meta
Description is between
150-160 characters
Where can you see Meta Title and Meta Description?
Meta Title and Meta Description can be seen in Search Engine Results Page.
Why Meta Title and Meta Description are important?
The Crawlers will understand what the page is all about and hence, it will be easy for
the Crawlers to rank your page.
How Meta Title and Meta Description can be embedded in your website?
There are two ways to embed these in your website:
 Through Yoast SEO
 Through “SEOPTIMER” you can generate a Code and embed it in your Header Section of your Website

12. Other Elements of On-Page SEO
• Heading- Tags : These are the Title of the respective pages and the sub-headings of the
pages.
• Alt-Text : Alt-text are the text which describes the images. This is very important because
the Crawlers cannot read the images and hence, these texts are important because with
the help of these texts the Crawlers will understand the images.
• Content: Not, but the least, most important element of On-Page SEO is the Content.
Content should be fresh and there should be any delicacy. In the SEO world, duplicate
content is known as Plagiarism.

13. What is Off-Page SEO?
Off-Page SEO is nothing but creating Backlinks. In simple words, Off-Page SEO is creating
links with other websites. By this way, Link Juices are passed from one website to the other
website.
Website A Website B
In the above diagram, Website B is taking Backlinks from Website A. Hence, it can be said that
link juices are passed from Website A to Website B.
While, it is the Backlink for Website B, it is the external link for Website A.

14. What is Technical SEO?
Technical SEO
Page Speed
Broken Links
Cascading
Style Sheet
(CSS)
JavaScript
Siremap.xml
Robots.txt
file

15. What are the techniques of SEO?
• White HAT Technique: This technique is under the purview of the guidelines of the
Search Engines and should be followed by the webmasters to do their SEO rankings. In
fact, it should be the only technique.
• Black HAT Technique: This technique is outside the purview of the guidelines of the
Search Engines. It should never be followed to rank the websites. You will be penalized
by the Search Engines if you are practicing this technique.
• Grey HAT technique: This technique is a mixture of the above two techniques. It is
completely not illegal but the consequence of this technique is not good for your
ranking.

16. Thank You !!