Introduction to Search Engine Optimization

A complete overview of SEO to help increasing your website ranking.

1. Overview of Search
Engine Optimization

2. DIGITAL MARKETING -INTRODUCTION
•Digital Marketing is the
process of building a
presence for your products/
services on the digital
platform.
•It involves communication
through websites, social
media channels, apps,
email, blogs etc.

3. Search Engine Optimization (SEO) can
be defined as a technology where a
website ranks in an organic way and
appears in the SERP to increase the
visibility of the website.
Out of the total 17 results shown on a
SERP, 10 are organic results.
SEO -INTRODUCTION

4. ORGANIC RESULT

5. TYPES OF SEO
Black Hat SEO
White Hat SEO
Gray Hat SEO

6. It refers to practicing illegal and unethical
ways of ranking at the top.
Usually does not obey search engines
guidelines.
BLACK HAT SEO
2. HIDDEN/ INVISIBLE
TEXT
1. DUPLICATE
CONTENT

7. 3. KEYWORD STUFFING
4. CLICKBAIT
5. SPAM COMMENTS

8. 6. DOORWAY PAGES/
GATEWAY PAGES

9. Refers to practicing
optimization strategies,
techniques and tactics that
follow search engines
guidelines.
WHITE HAT SEO
OFFERING QUALITY
CONTENT AND SERVICES
LOADING SPEED AND
MOBILE FRIENDLY
FOCUS ON USER EXPERIENCE
BACKLINKING
LINK BUILDING
EASY
NAVIGATION IN
SITE
USING DESCRIPTIVE, KEYWORD-
RICH META TAGS
Focuses on
relevancy and
organic
ranking using
ethical SEO
practices.

10. It refers to the opting for the
middle ground between black
and white hat techniques.
Its slightly riskier than white
hat but not as much as
getting you banned.
GRAY HAT SEO
2. REDESIGNING OF
WEBSITE AT REGULAR
INTERVALS
3. POST IN OLD
DOMAINS
1. BUYING FOLLOWERS

11. 4. DUPLICATE CONTENT

12. ON
-
PAGE
•Optimizing elements (both
content and HTML code) on a
website.
•Changing content, adding new
content, adding keywords etc.
•All of these elements tie back to
the same basic idea: creating a
good user experience.
OFF
-
PAGE
•It refers to actions taken outside
of your own website to impact
your rankings within SERPs.
•This is accomplished by
promoting your website, and
effectively "vouching" for the
quality of your content.
•Generates more number of the
traffic.
TECHNIQUES OF SEO

13. RELEVANCE : Most Important
Factor
ON PAGE
METHODS
Keyword And Content
Based Optimization
Page Load Speed
Title Page and
Description
Internal Linking
CONTENT : in-
depth, user
friendly, unique,
authoritative &
trustworthy
Page URL
Structure
Mobile Friendliness
OFF PAGE
METHODS
Publishing Blogs
Doing Press Releases
Social Media Activities
Influencer Marketing

14. 1.
AFFORDABLE
4. QUALITY
LEADS
6. INCREASES YOUR
TRAFFIC
5. ROI
3. BRAND
AWARENESS
2. BRAND
CREDIBILTY
ADVANTAGES OF SEO

15. 1. BIG INVESTMENT FOR
A COMPETITIVE SECTOR
2. NO GUARANTEE
OF EFFORTS
3. DEPENDENT ON
GOOGLE
DISADVANTAGES
DISADVANTAGES OF SEO

16. MAJOR FACTS OF SEO -2017
•Google is currently testing
Mobile first Index.
•More Google searches take
place on mobile devices
than on computers in 10
countries including the U.S.
and Japan.
•62% of B2B marketers and
51% ofB2C marketershave
optimized their blogs for
mobile in order to improve
SEO.
MOBILE
•High-quality content and link building
are the two most important signals
used by Google to rank your website for
search.
•A Backlinkoreport revealed that longer
content tends to rank higher.
Theaverage first page resulton Google
contains 1,890 words.
•The Backlinkostudy also reported
thatusing a single imagewithin content
will increase search engine rankings.
CONTENT
•Google “near me”
searches have increased
by two times over the
past year.
•72% of consumerswho
did alocal searchvisited a
store within five miles.
LOCAL

17. •In end of 2017, Google applied
some algorithm updates.
•In 2017, Google accounted for
over 79% of all global desktop
search traffic, followed by Bing at
7.27%, Baiduat 6.55% and Yahoo
at 5.06%.
•Google receives over 63,000
searches per second on any given
day.
•50%of search queries are four
words or longer.
RANKING
•Page speed matters.
•Disallowing pages with no
SEO value will improve
your crawl budget.
•You can enable the
‘notranslate’ tag to
prevent translation in
search.
•Updating and
republishing old blog
posts with new content
and images can increase
organic traffic by as much
as 111%.
STRATEGIES
•Marketers see SEO as
becoming more effective,
with 82% reporting
effectiveness is on the
rise and 42% of this group
stating effectiveness is
increasing significantly.
•61% of marketers say
improving SEO and
growing their organic
presence is their top
inbound marketing
priority.
COMPETITION

18. •SEO is the best tool to opt keeping in mind a long time
strategy.
•Marketers are spending more on SEO, which means
more competition.
•Content is the soul, the king of digital marketing.
Therefore making yourself unique and distinctive form
the crowd is still the major factor to rank high.
•Mobile is increasingly becoming a larger factor in
ranking --especially when it comes to local marketing.
So it is the dire need of the hour to make your websites
mobile friendly.
CONCLUSION

19. Thank You
By
MeenakshiPradhan
Batch –18 (Weekend)