Search Engine Optimization
Introduction to SEO
Algorithms
Keywords
On Page
Off Page
SEO:
*What is search engine?
* SERP
*How does search engine work?
Internet
Crawler Fetch Info
Checks
Google and store
Indexing in
database
*Types of SEO
On Page
Off Page
*SEO Techniques
White hat SEO
Grey hat SEO
Black hat SEO
Google Algorithms:
*Panda Algorithm – checks content quality
*Penguin Algorithm- quality backlinks
*Humming Bird Algorithm- direct results
*Pigeon Algorithm- relevant local
BERT -
Keyword Research:
(refer the Content Notes)
*Types of keywords
-Primary (Short Tail Keyword)
-Secondary (Long tail Keyword)
-LSI Keyword
Tools for keyword research:
*Google keyword planner
*Keywords everywhere
*uber suggest
*kwfinder
*Ahref
Competitor keyword research:
*Manual Research
*Tools for Research- spyfu, K-meta
Basic On Page Factors and Implementation:
*URL Optimization
*Heading tag Optimization
*Quality Content
*Image Optimization
*Internal and External linking
- Do follow / No follow
<a href="https://your- website.com/blog/“ rel="nofollow">Blog</a>
Example
<a href="https://digitaltrainee.com" rel="nofollow">Digital Marketing</a>
Technical On-Page Factors:
Includes:
• Heading Tags
• Yoast SEO
• Robots.txt
• SSL
• Redirections
• Mobile responsiveness
• Website speed
H1, H2….. tags
*Default- Page tile
Can be customised
Yoast SEO:
*Installation and Activation
*Adding Meta tags to each page-
-Title focusing both search engine and traffic CTR
-Focus Keyphrase
-Snippet / Description – focusing both search engine and traffic CTR
-Social
-Robotxt
-Canonical tag
-Cornerstone content
-Readability and SEO analysis
Robots.txt
*A robots file tells search engines where they can and cannot go
on your site.
*crawl budget or crawl allowance
*eg: /wp-admin /thankyou
*To check robots.txt files of any domain
Xyz.com/robots.txt
user-agent: *
Disallow: /wp-admin
Robots.txt
user-agent: * user-agent: *
disallow: /
googlebot
bingbot
user-agent: * baidubot
disallow: /wp-admin applebot
disallow: /thank-you slurp (yahoo)
disallow: /downloads
No index / Robots.txt
*both are different
Secure Socket Layer- SSL
plugin installation and activation
-easy https redirection
http:// https://
Types of SSL
Domain Validation Organization Validation Extended Validation
Domain encryption Authentication of organization Stringent – Industry
standardized
Validation of domain Organization details in authentication
control certificate info
Blue address bar in firefox Green address bar in
Padlock in browser browser browser
issued in minutes Issued in 1-2 days Issued in 7-10 days
Redirections
*301 – permanent
Eg: url1- xyz.com/products xyz.com/shop
*302 – temporary- Http can change
Eg: url1- xyz.com/products xyz.com/sale
*307 – temporary- Http should be same
Mobile Responsiveness
Inspect
Mobile friendly test
Website Speed
*Website speed test
tools.pingdom.com
googlepagespeedinsight
gtmetrix
*Optimising images for better results
optimizilla.com
imagecompressore.com
SEO Audit Tools
*Yoast (plugin)
*SEoptimer
Off-Page SEO
• Off Page SEO is about popularity
• Unlike On page SEO, these are actions performed outside your
website
• Main idea is to get more DO-Follow BackLinks.
• backlinks are helpful in boosting the organic ranking of a
business.
Search Engine – Google- What does it Value more
• On Page SEO
• Visitor time spent
• Updated / Fresh Content
• Social Sharing
• Off Page SEO
Types of Links
Inbound Links - Backlinks
Outbound Links- external links
Inbound Links
Earned Links Acquired Links
Natural Links By Outreach
By Link Building
Types of Inbound Links
No Follow Links Do Follow Links
These links do not Do Follow links are like
Pass any link juice but referrals or votes
They contain web mentions They prove your authority
Which are also important. and popularity
They are hard to achieve
As they influence the DA and PA
Do’s and Don'ts of backlinks
Do’s Don’ts
Build natural looking links Buy links from link building
Outreach to get links software’s
Get backlinks from related sites Get links from spammy sites
Get links from sites with only DO
follow links / paid posts
Create link from unrelated
keyword / anchor text and pages
Factors on which OFF page SEO depends
• Number of referring domains / backlinks
• DA and PA of referrals
• Do follow and No follow links
• Anchor text (related keyword)
• Traffic Quality
• Brand Mentions
• NAP citations – Name Address Phone number mentions
• GMB Profiles
• Online Reviews
• Social sharing signals
You can apply backlink urls by…
• Anchor text your keyword
• Open / naked URL – less preferred
• Anchor text your brand name
• Behind image
Benefits of Backlinks
• Increases referral traffic
• Build brand authority
• Improves ranking in search engine
• Gains more trust
Ahref Keyword Explorer
https://ahrefs.com/keywords-explorer - paid
https://ahrefs.com/keyword-difficulty - free
Strategies for link mining
• Broken link building - https://ahrefs.com/broken-link-checker
• Outdated content of competitor -https://ahrefs.com/backlink-checker
• Link reclamation – search “keyword” / “brand name”
• Get interviewed
• Link exchange
• Write corner stone contents (these attract more natural links)
• Outreach Link
• Link Building
Important tools used for OFF page SEO
• MOZ – to check PA and DA
• https://moz.com/free-seo-tools
• Ubersuggest- check who are ranking and their backlinks
• Semrush- to check competitors backlinks analysis / strategy
• https://www.semrush.com/dashboard/
• https://www.semrush.com/analytics/gap/backlinks/
https://www.semrush.com/analytics/keywordoverview/?db=us
• Ahref- to check competitors backlinks analysis / strategy
• https://ahrefs.com/backlink-checker
• https://ahrefs.com/free-seo-tools
• Link Parser – chrome ext. to check do follow / no follow links on page
• No Follow- chrome ext. it shows nofollow links on competitors page
Other Practices to Boost Ranking
• Update / Add fresh content regularly
• Share your post on social media – twitter etc
• Use visitor retaining tactics like including video / podcast / downloads
• Renew and Reshare old posts
• Gain and approve relevant comments for your posts
Giving No follow links in elementor text editor
<a href="https://your- website.com/blog/" rel="nofollow">Blog</a>
Example
<a href="https://digitaltrainee.com" rel="nofollow">Digital
Marketing</a>
Boost OFF-Page Link Building
1. Social Book Marking Sites. (reddit)
2. Classified Advt (twarak.com)
3. Local Directory Submission (Grotal.com)
4. Business Listing (yellowpages, sulekha)
5. Article Submission (ezine.com)
6. Press Release (businesswire.com, yumpu.com)
7. Question and Answer Submission (quora, yahooanswers)
8. Blogging (blogger.com)
9. Guest Blogging (my.outbrain.com) "Keyword" + “guest post”
"Keyword" + “write for us”
"Keyword" + “guest article”
10. Infographic submission (slideshare.in) easel.ly
11. PPT Submission
12. Video Submission (youtube, vimeo, dailymotion)
13. Forum Submission (comm.shoppify.comunity) (.edu or .gov forums)
14. Blog Commenting <a href=“https://your website.com/”>yourkeyword/s</a>
“keyword” + “leave a reply” or “add a new coment”
srno Link building site name DA/PA/spamscore site link site login id passcode Date backlink status
Social Bookmarking site
Classified advt
Local directory submission site
Article submission site
Press release site
Q & A submission site
Blogging and commenting
Guest Blogging
Thank You
