4. PICTURE COMES HERE- Try to get pictures where
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
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)
10. PICTURE COMES HERE- Try to get pictures where
the whole thing gets covered
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?
12. PICTURE COMES HERE- Try to get pictures where
the whole thing gets covered
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.
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
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.
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
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
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
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
53. PICTURE COMES HERE- Try to get pictures where
the whole thing gets covered
BOLD AND ITALICIZE
Whenever you mention
your keywords in your
content, italicizing or
making it bold helps
Do not overdo
54. PICTURE COMES HERE- Try to get pictures where
the whole thing gets covered
STOP WORDS
‘of’, ‘to’, ‘and’, ‘the’, ‘or’
Do not include in your
URL because they
increase the length of the
URL
55. PICTURE COMES HERE- Try to get pictures where
the whole thing gets covered
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.
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
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
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
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
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
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
94.
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
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
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
104.
105. PICTURE COMES HERE- Try to get pictures where
the whole thing gets covered
CREATE SITEMAPS
• Go to xml Sitemaps.com
• Follow the instructions
mentioned to get
sitemap made.
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
108.
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.
110.
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.
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
117.
118.
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
120.
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
122.
123.
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
125.
126.
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
128.
129.
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