Search Engine Optimization (SEO) Fundamentals and Tools

This slide covers the fundamentals of Search Engine Optimization (SEO) and the attribution tools used throughout the optimization process.

I begin by defining SEO—Search Engine Optimization—and then examine its three core types: on-page SEO, off-page SEO, and technical SEO. Each type encompasses specific strategies that SEO specialists employ when carrying out functionality within these areas.

The slide further explores the different tools used at different stages of SEO work. These are attribution tools designed to gather data on whatever the SEO specialist is working on. The tools vary in their application across research and data collection phases.

1. 1 SEO Fundamentals and Tools Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

2. 2 3 The Assumed Picture Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

3. 3 5.07 billion people using social media globally That's 63.8% of the entire world's population - it's easy to think that social media IS digital marketing.

But here's what most people don't realize: social media is just one piece of a much larger, more powerful marketing ecosystem.

While you're getting those likes and shares, businesses are investing heavily across multiple channels. 

In 2024, global digital advertising spending reached $790 billion , with social media representing just one portion of this massive investment. 4 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

4. 4 8 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 The Three Main Domains of Digital Marketing Online marketing success comes from mastering three core domains that work together like a strategic triangle:

5. 5 11 Search Engine Optimization (SEO) Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

6. 6 2 Agenda Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 Q&A Part 3 Attribution Tools 09 Research Tools 07 Essential SEO Tools Part 2 The difference between on-page and off-page optimization 05 How search engines work and rank websites 04 Core SEO Concepts Part 1

7. 7 Research insights As SEO expert Phil Frost says: "Successful SEO is not about tricking Google. It's about partnering with Google to provide the best search results for Google's users". 7 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

8. 8 What is SEO? Search Engine Optimization is the process of improving website visibility in organic (unpaid) search results. According to Search Engine Land, "SEO stands for Search Engine Optimization and helps search engines understand your website's content and connect it with users by delivering relevant, valuable results" 4 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

9. 9 8 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 Key Characteristics Primary Goal : Long-term organic visibility and traffic Market Dominance : 53% of all website traffic comes from organic search​ User Preference : 94% of users click on organic results vs. only 6% on paid ads​ ROI Performance : 748% ROI over three years​ Search Volume : Over 5 trillion Google searches annually​

10. 10 8 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 Dominance of Organic Search Organic Search:  53% Direct Traffic:  25% Referral Traffic:  13% Paid Search:  5% Social Media:  4%

11. 11 Data Point: Search Volume Reality Google processes over 8.5 billion searches daily - equivalent to 99,000 searches every second. With 5+ trillion Google searches annually , there's an enormous opportunity for businesses to capture relevant traffic through strategic SEO efforts. 4 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

12. 12 6 Types of SEO Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

13. 13 5 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 Off-Page SEO External links and authority Technical SEO Site structure and performance On-Page SEO Content and keyword optimization

14. 14 Off Page SEO: Activities Outside Your Site That Increase Authority Off-page SEO refers to all optimization activities performed beyond your website's boundaries with the explicit purpose of improving search rankings and overall digital presence of your website. 
Off-page optimization contributes to over 50% of ranking factors , making it indispensable for achieving sustainable SEO performance in competitive markets. 4 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

15. 18 Expert Insight Google's Gary Illyes stated: "If you publish high-quality content that is highly cited on the internet — and I'm not talking about just links, but also mentions on social networks and people talking about your brand — then you are doing great" The Sweet Spot : While quality is paramount, link diversity remains important. The most successful sites combine high-authority backlinks with a broader range of relevant, medium-authority links 7 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

16. 19 The 12 Cores Off-Page SEO #1 Guest Posts

 #2 Local Listings

 #3 Web 2.0s

 #4 Image Submission

 #5 Forum Discussion and Links

 #6 Comment Back links 16 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

17. 19 The 7 Cores On-Page SEO #7 PDF Submission

 #8 Web 2.0s

 #9 Local Listings

 #10 Social Signals

 #11 Brand Mentions/Citations

 #12 Influencer Outreach 16 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

18. 17 On Page SEO: Content and HTML Elements You Control on a Page On-page SEO refers to the practice of optimizing individual web pages to rank higher in search engines for relevant keywords. As defined by leading SEO authorities, on-page SEO includes optimizing content, internal links, URLs, and other ranking factors. It differs from off-page SEO, which focuses on external signals like back links and brand mentions. 4 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

19. 18 Expert Insight According to Yash Chawlani, Founder & CEO at Merlin Marketing, "Focus on User Experience (UX): Ensuring that your website is fast, mobile-friendly, and easy to navigate is more crucial than ever. We've seen firsthand how improving page load times significantly boosts our search rankings". 7 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

20. 19 The 7 Cores On-Page SEO #1 Title Tags: Clear, Keyword-Focused Titles

 #2 Meta Descriptions: Compelling Summaries to Improve CTR

 #3 Headings (H1/H2...): Structure Content for Readers and Bots

 #4 Content Quality & Intent Match: Satisfy What Searchers Want

 #5 Keyword Usage & Placement: Natural, Contextual Use of Keywords

 #6 Internal Linking: Help Users and Pass Page Authority 16 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

21. 20 Technical SEO: Site Architecture and Technical Setup That Affect Crawl-ability and UX Technical SEO refers to optimizing a website's technical aspects to make it more accessible, user-friendly, and search engine-friendly. Unlike on-page and off-page SEO, which focus on content and backlinks, technical SEO targets the website's underlying infrastructure and code. These includes websites’ structure, performance, and code, ensuring that search engines can easily crawl, index, and rank the site's content. 4 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

22. 21 The 8 Cores of Technical SEO #1 Site Speed: Faster Pages Rank and Convert Better

 #2 Mobile-Friendliness: Responsive Design and Mobile UX

 #3 XML Sitemap & Robots.txt: Guide Crawlers

 #4 HTTPS: Secure Site as Ranking Signal

 #5 Crawlability & Indexability Fixes: Ensure Important Pages Are Indexed

 #6 Site architecture 
 #7 Image optimization

 #8 Schema / Structured Data: Help Search Engines Understand Content 16 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 Reviews / Mobile Strategy Product review — Month XX Concept 2

23. 22 6 SEO Research & Attribution Tools Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

24. 23 #2 Attribution & Analytics Tools : Measure performance, track behavior, and demonstrate SEO ROI. 8 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025 SEO Research Tools vs Attribution Tools #1 Research Tools : Identify opportunities and plan SEO strategy through discovery and analysis.

25. 24 SEO Research Tools Purpose : Keyword research tools help you discover relevant search terms, analyze search volume, assess competition, and identify content opportunities. 13 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

26. 26 14 SEO Research Tools Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

27. 24 SEO Attribution Tools Purpose : Attribution & Analytics Tools, on the other hand, are focused on measuring performance, tracking user behavior, and attributing success to specific SEO efforts. These tools help you understand what's working, identify areas for improvement, and demonstrate ROI from your SEO investments. 13 Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

28. 26 14 SEO Attribution Tools Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025

29. 27 20 Q&A Online Marketing Teachings / SEO & Fundamental Tools Muyiwa Adekojede— October 2025