Digital Marketing

Search Engine Optimization

(SEO)
 Search Engine
Marketing

PPC SEO
SEO Leads Have
a 14.6% Close
Rate Compared to
Outbound Leads
That Have 1.7%
Close Rate
75% Users Never Scroll Past the 1st Page of
Search Results
 Search Engine Optimization
SEO consists of activities / techniques applied towards making a website rank at the top in search
engine.

The prime aim of SEO exercise for a marketer is to help generate awareness for its brand website
by gaining attention through content relevance and keyword prominence rather than paying for it
through SEM campaigns.

The key aim on any search engine is to help users find a specific piece of information from the
billion pieces of content lying on the internet.

Search Engines execute following major functions which form the core of their businesses.

Query Request /
Crawling Indexing Ranking / Scoring
Result Serving
 Search Engine Optimization
Crawling
• The purpose of the crawl is to identify relevant pages for indexing and assess whether they have changed. Crawling is
performed by robots (bots) which are also known as spiders. These access web pages and retrieve a reference URL of
the page for later analysis.

Indexing
• An index is created to enable the search engine to rapidly find the most relevant pages containing the query typed by
the searcher. Rather than searching each page for a query phrase, a search engine ‘inverts’ the index to produce a
lookup table of the documents containing particular words.
Ranking & Scoring
• The indexing process has produced a lookup of all the pages that contain particular words in a query, but they are not
sorted in terms of relevance. Ranking of the document to assess the most relevant set of documents to return in the
SERPs occurs in real time for the search query entered. First, relevant documents will be retrieved from a runtime
version of the index at a particular data center, then a rank in the SERPs for each

Query request and Results Serving

• The familiar search engine interface accepts the searcher’s query. The user’s location is assessed through their IP
address and the query is then passed to a relevant data center for processing. Ranking then occurs in real time for a
particular query to return a sorted list of relevant documents, and these are then displayed on the Search Results Page
 The Most Active Bots And Crawlers On The
Web

https://mobiforge.com/design-development/the-most-active-bots-and-crawlers-on-the-web
Improving Search Engine Ranking Through SEO
The challenge for SEOs is that there are many ranking factors and they are constantly changing!

Google references over 200 main ranking factors which means hundreds of detailed changes to the
way pages are evaluated and represented in the search results places happening each year.

Fortunately there are four common factors that influence search engine rankings, that can be
managed as part of an SEO strategy:

On-page Optimization

External Linking Or Off-Site Optimization

SEO

Internal Link Structures

User Behavior Signals

 On-Page Optimization
The most basic test of relevance by the search engines is the number of times the phrase
appears on the page.

However, there are many other factors that can also be applied. In its guidance for
webmasters, Google (2012) states: ‘Google goes far beyond the number of times a term
appears on a page and examines all aspects of the page’s content (and the content of the
pages linking to it) to determine if it’s a good match for your query’.

These other factors include:

 Frequency
 Occurrence in headings <h1>, <h2>,
 Occurrence in anchor text of hyperlinks
 Markup, such as bold
 Proximity of phrase to start of document and the gap between individual keywords
 Alternative image text
 Document meta data
 Internal Link Structure
Many of the principles of external link building can also be applied on your own sites.

This is often a missed opportunity, since here you have the benefit that you have control of the
linking, although the impact is less than from links from external sites.

The most important principle is to include key phrases used by searchers within the anchor
text of a hyperlink to point to relevant content.

It’s also important to consider how you can increase the number of internal links to pages
which you want to rank well. A meshed structure with lots of interlinks can work better than a
simple hierarchy.
Alternative Image Text
Graphical images can have hidden text associated with them that is not seen by the user
(unless graphical images are turned off or the mouse is rolled over the image), but will be seen
and indexed by the search engine.

For example, text about a company name and products can be assigned to a company logo
using the ‘ALT’ tag or attribute of the image tag as follows:

<IMG NAME = ‘Logo’ SRC = ‘logo.gif ’ ALT = ‘Car insurance’>

Document Meta Tag Document metadata is information attached to a text-based file that may
not be visible on the face of the document; documents may also contain
supporting elements such as graphic images, photographs, tables and
charts, each of which can have its own metadata.
The
The Document The ‘Keywords’
‘Description’
Title Meta Tag.
Meta Tag
https://www.smartinsights.com/mobile-marketing/mobile-
marketing-analytics/mobile-marketing-statistics/
 Since search is becoming more visual, it’s no longer only about the text results, so make sure
you gain visibility within images, maps and videos according to which will work best for your
market. Blended search is market- and phrase-specific, depending on how Google assesses the
relevance of universal content for the query. For example, a search on ‘jewelry’ may not
present any universal results, while ‘designer jewelry’ may include images.
 External Linking or Off Page Optimization
Boosting external links is vital to your SEO efforts, although it is less easy to control and often
neglected.

The founders of Google realized that the number of links into a page and their quality was a
great way of determining the relevance of a page to searchers, especially when combined with
the key phrases on that page.

Although the Google algorithm has been upgraded and refined continuously since then, the
number and quality of external links is still the most important ranking factor.

While natural links will be generated if content is useful, a proactive approach to link building
is required in competitive markets.
 External Linking or Off Page Optimization
Identify And Create Popular Content And Services

The starting point for both natural and proactive link building has to be to think of the value of
your site and different types of content or services on different pages.

The acid test is whether your visitors will bookmark a page of your content or tell a friend
about it. Think not only about the home page, but also about other pages within the site.

By creating more valuable content and then showcasing it within your navigation, or grouping
it within pages such as a ‘Resource Centre’ or blog, you can encourage more people to link to
your content naturally; or approach them and suggest the link not only to the home page, but
directly to the useful tools that have been created.
 External Linking or Off Page Optimization
Identify Potential Partner Sites

There are several options to find partner sites. It is helpful to try to identify the types of site
that you may be able to link with; for example:

 DIRECTORIES OF LINKS (OFTEN LESS VALUABLE)

 TRADITIONAL MEDIA SITES
 NICHE ONLINE-ONLY MEDIA SITES
 TRADE ASSOCIATIONS
 MANUFACTURERS, SUPPLIERS AND OTHER BUSINESS PARTNERS
 PRESS RELEASE DISTRIBUTION SITES
 BLOGGERS INCLUDING CUSTOMERS AND PARTNERS
 SOCIAL NETWORKS
 User Behavior Signals
Through time, search engines have introduced methods to assess the relevance of content
based on how users interact with it. This is important to the search engines to maintain
quality within their search results, since other ranking signals such as page optimization and
backlinks can be manipulated. The main user behavior signals that are used are:

 Engagement with content. If a user clicks through on a search result to a site and then
immediately returns to the search engine and repeats a search, then the search engine can
detect if this happens frequently for a site and so down weights its assessment of value.

 Bookmarking. Search engines can detect bookmarking to favorites, and it has been
speculated that this has been used as a ranking signal.

 Social sharing. Both Google and Bing have acknowledged that they can use the number of
‘Shares’ on social networks and whether sharing occurs by more influential social
networkers.
Important SEO Tips You Need to Know
1. Remove anything that slows down your
site.
2. Link to other
websites with
relevant content.
3. Write for humans first,
search engines second
4. Encourage other trustworthy sites to link to
you.
5. Write unique and relevant meta
descriptions for every page.

In your WordPress editor, scroll down to the bottom of

the page, and add a unique title tag and meta
description.
6. Use readable and meaningful URLs
only.
7. Use the right keywords in your images.

Keyword Stuffing
8. Create & publish unique
content consistently to
improve your rankings.
9. Build momentum with social signals.
 How to Write an Effective Meta Description
(Yes, They Still Matter)

https://blog.hubspot.com/marketing/how-to-write-meta-description-ht
Thank You