Search engines optimization in digital marketing

Digital marketing ppt

1. SUBMITTED TO: Dr. Vivek Rastogi SUBMITTED BY: Rishita Singh MBA 1 st year Sem 2 IIMT COLLEGE OF ENGINEERING SEARCH ENGINE OPTIMIZATION

2. CONTENT What is SEO? Why do we need SEO? Types of SEO White Hat SEO Black Hat SEO Grey Hat SEO Techniques of SEO On-page optimization Off-page optimization Technical Optimization Advantages Of SEO Disadvantages of SEO Conclusion

3. WHAT IS SEO ? SEO stands for search engine optimization. It’s a set of processes aimed at improving your website’s visibility in search engines (such as Google). All with the goal of getting more organic traffic.

4. WHY DO WE NEED SEO ? INCREASED VISIBILITY MORE HIGH QUALITY WEB TRAFFIC ESTABLISH TRUST & CREDIBILITY GIVES COMPETATIVE ADVANTAGE IMPROVE CUSTOMER ENGAGEMENT & CONVERSION RATES COST-EFFECTIVE DIGITAL MARKETING WORK TOWARD LONG-TERM SUCCESS

5. TYPES OF SEO WHITE HAT SEO BLACK HAT SEO GREY HAT SEO

6. WHITE HAT SEO White hat SEO refers to the use of ethical, best-practice techniques to optimize a website for search engines. Techniques Used in White Hat SEO: Content Optimization:  It refers to the creation of high-quality, relevant, and unique content for the website. Keyword Research:     It refers to identifying the right set of keywords that reflect the website’s offerings. On-Page Optimization:  It means optimizing page titles, meta descriptions, and header tags. Link Building:  It refers to building high-quality, relevant, and natural links to the website. Social Media Marketing:  It means promoting website content on social media platforms to increase engagement.

7. BLACK HAT SEO Black hat SEO refers to the use of unethical, manipulative techniques to boost a website’s search engine rankings. Techniques used in black hat SEO: Keyword Stuffing:     It means overusing keywords on a page to manipulate search engine rankings. Hidden Text and Links:  It refers to concealing keywords or links within a page’s content to trick search engines. Cloaking:   It means showing different content to users and search engines to manipulate rankings. Link Farms:  It refers to creating a network of websites solely for the purpose of linking to one’s own website. Article Spinning:  It means creating deceitful new content from the content that already exists. This content is then published on various websites to generate backlinks.

8. GREY HAT SEO Grey hat SEO refers to the use of techniques that are not entirely ethical but are not as manipulative as black hat SEO.   Techniques used in grey hat SEO: Paid Links:  It refers to paying for links from high authority websites to boost a website’s search engine rankings. Duplicate Content:  It means repurposing content from other websites to save time and effort. Link Exchanges:   It refers to exchanging links with other websites to increase backlinks. Clickbait:  It means creating headlines or content that are sensational or misleading to increase click-through rates. Private Blog Networks:   It refers to creating a network of blogs solely for the purpose of linking to one’s own website.

9. TECHNIQUES OF SEO ON-PAGE OPTIMIZATION OFF-PAGE OPTIMIZATION TECHNICAL OPTIMIZATION

10. ON-PAGE OPTIMIZATION On-page SEO is the technique of improving various components of a website to increase its relevance and authority for specified keywords. These aspects include the website’s content, structure, and HTML source code. The purpose of on-page SEO is to make the website more user-friendly and search engine-friendly by offering high-quality material that is relevant to the user’s search query. Techniques for On-Page Optimization: Some of the most frequent approaches used in on-page optimization include: Keyword Research:  It refers to identifying and employing the most relevant and high-traffic keywords in the website content. Meta Tags Optimization:  It means optimizing meta tags such as title tags, meta descriptions, and header tags with relevant keywords and descriptions. Material Optimization:  It refers to creating high-quality, distinctive, and relevant content that attracts users and integrates target keywords. Image Optimization:   It means optimizing images using appropriate file names, alt tags, and descriptions to improve website accessibility and load speeds. Internal Linking:  It refers to creating internal links to pertinent pages inside the website to increase user navigation and search engine crawlers’ ability to locate pages. User Experience(UX) Optimization:   It means ensuring the website’s appearance and functionality suit user demands and preferences to boost user engagement.

11. OFF-PAGE OPTIMIZATION Off-page optimization refers to the operations that are conducted outside the website to increase its authority and reputation. The fundamental purpose of off-page SEO is to boost the website’s popularity, trustworthiness, and relevancy in the eyes of search engines. Techniques for Off-Page Optimization: Some of the most frequent approaches used in off-page optimization include: Link Building:  It refers to creating backlinks to the website from other high-quality and relevant websites to boost its authority and trustworthiness. Social Media Marketing:  It means promoting website content and connecting with people through various social media platforms. Online Reputation Management (ORM):  It refers to monitoring and managing online evaluations and mentions of the website to improve its reputation and reliability. Influencer Marketing:  It means collaborating with influencers in the industry to promote the website and its content. Guest Blogging:  It refers to contributing high-quality material to other websites to obtain backlinks and visibility.

12. TECHNICAL OPTIMIZATION Technical optimization refers to the practice of upgrading the website’s technical components to make it more user-friendly and search engine-friendly. It encompasses several technical elements such as website performance, mobile-friendliness, and website structure. Techniques for Technical Optimization : Some of the most frequent strategies used in technical optimization include: Website Speed Optimization:  It refers to optimizing website speed by lowering file sizes, minimizing HTTP requests, and optimizing server response time. Mobile-Friendly Optimization:  It refers to optimizing the website’s design and functionality to guarantee it is accessible and user-friendly on mobile devices. Website Structure Optimization:  It means ensuring the website’s structure is easy to browse and comprehend by people and search engines. Crawlability and Indexability Optimization:  It means ensuring that search engine crawlers can access and index all relevant pages on the website. Schema Markup:  It refers to using structured data to offer context and information to search engines about the website’s content.

13. ADVANTAGES OF SEO SEO is for Everybody  Guaranteed Unlimited Traffic  Quality Traffic Relatively Less Expensive  Solidifies Your Brand  Builds Trust & Credibility  Can Increase your Social Media Better Conversion Rate On the Longer Run, SEO is a Better Choice Measurable Results

14. DISADVANTAGES OF SEO Time Consuming  No Instant Results  Not Predictable   You Need an SEO Expert to do the Job Risk of Getting Penalized  Stable Ranking – Not Promised   Appears After Google Ads Constant Maintenance Do Not Have Full Control  Get Ready to Create Bulk Content 

15. CONCLUSION The concept of search engine optimization (SEO) is important for online businesses. After understanding what is search engine optimization (SEO), we know that it offers many advantages like increased website traffic, a better user experience, better search engine rankings, higher conversion rates, and more consumer confidence in the company.

16. THANK YOU