SEO-Module 2 Search Engine Optimization.

SEO module

1. Module 2: Search Engine Optimization (CORE) Trainer: Basit Rahman Level : Advanced Duration of module: 24 hours Number of sessions: 12 (can extend based on Ramadan Timings) Exam: 1

2. A little about me Professional Experience Implementation and Results

3. Goal of this module After completing this module you will be able to successfully rank any website in the top rankings of Google and other search engines. Learn major areas of SEO including Technical SEO, offpage , onpage , Ecommerce SEO, Wordpress SEO, Video SEO, App Store Optimization (ASO), Blogging SEO, Google Analytics, Google Search Consoles, Google Algorithm Updates & Advanced SEO.

4. Digital Marketing Marketing Vs Digital Marketing Inbound Marketing Vs Outbound Marketing 5 Types of Digital Marketing SEO Opportunities

5. Introduction to SEO What is SEO? Types of Search Engines How Search Engines Work? Understanding SERPs SEO Approaches (White hat/Black Hat/Grey Hat) Technical SEO, Onpage SEO & Offpage SEO (Relevance + SEO-friendliness & Popularity) Identify your niche & audiences Introduction to Keywords Keywords Research (Relevancy, Searches, Competition)

6. Keywords Continued…. Keyword Research Tools (Google Keyword Planner) Alternatives to Keyword Planner (Keywordtool.io, Keywords Everywhere chrome extension, kwfinder.com, Google Trends, soovle.com,, Ubersuggest , Long Tail Pro, https :// www.wordstream.com/keywords http://tools.seochat.com/tools/related-keywords-tool/

7. Keywords continued…. Primary Keywords vs Secondary keywords Long Tail Keywords Vs Short Tail Keywords Keyword Clustering or Grouping of closely related keywords for every webpage Keyword Cannibalization Analyzing Competitor websites for Keywords ( Spyfu )

8. On-page Optimization Keywords Placement Anatomy of a SEO friendly webpage Descriptive URLs HTML Basics for SEO (SEO related HTML Tags) Title (keyword + USP | Brand name) Meta Description ( keywords+brand name+USP+power words) Meta Keywords https:// webmasters.googleblog.com/2009/09/google-does-not-use-keywords-meta-tag.html Heading tags, h1,….h6 H1 (should be only one on webpage) Bold Keywords Contextual Internal Linking (user experience, search engines) Image Alt Tags

9. Onpage Optimization continued… Keyword Placement (Natural + Logical) vs Keyword Stuffing Over optimization Vs Under Optimization Keyword Density, Prominence & Proximity Latent Semantic Indexing (Google LSI) Lsigraph.com, nichelaboratory.com Internal Linking Images Optimization (unique image, unique name, image extension, compressed, image alt tag)

10. Content Writing Strategy Do’s & Don’ts of Content Re-writing Is your content longer than the top 10 ranking content? Is your content visually stunning than your competitors? Is your content more thorough and up-to-date? Is your content easy to read? Does your content has actionable tips? Does your content satisfy user intent? Is your content better and different ? Does your content reply users’ queries?

11. Technical SEO Meta Robots ( admin pages/ backend pages, private pages, duplicate pages, search pages, fitered pages, dynamic URLs ) Canonical Tags Canonicalization Factor ( 1. www and non-www URL, 2. http:// or https://, 3. with trailing slashes '/' and without trailing slashes '/) https://www.mattcutts.com/blog/seo-advice-url-canonicalization / Pagination Tags (WP-Paginate Plugin ) Sitemap.xml ( Yoast GeneralFeatures ) Redirects (202,301 , 302, 404) Robots.txt ( Yoast  Tools  File editor robots.txt) SEO related HTML Tags Clean Indexation

12. Wordpress SEO Yoast SEO Plugin / AllinOneSEO Plugin Optimize webpages with html-cleaner.com 301 redirects (plugins) WP-Paginate (plugin) Redirection (Plugin) Broken Link Checker (plugin) Social Media Markup (Facebook Open Graphs & Twitter Cards) Google XML Sitemap Generator (Plugin) Robots.txt (WP Robots txt) Insert Header & Footer (Plugin) WP Smush (Plugin) (WP Image SEO ) WP Fastest Cache (Plugin) Woocommerce G oogle Analytics Integration (Plugin) External Links (Plugin) Easy Https Redirection (for redirecting http:// pages to https://)

13. SEO Chrome Extensions Moz Bar Keywords everywhere Redirect path Nofollow Seerobots SEO Quake

14. Off Page SEO What are Backlinks? Quantity, Quality & Relevance Backlinks Profile: Relevance, Diversity and Velocity Search Engine Submissions (for new website) Top Local Business Listings /directory submissions Top Article Directories Niche Relevant Blog Comments (Keyword “leave a reply”, “Submit a comment ”) Niche Relevant Forum Posts ( inurl :/forum/, intitle:forum ) Top Microblogging & web 2.0 sites (30/70 ratio) Top Q & A Websites Top Infographics & Slideshare websites ( intitle : infographics) Content Marketing (Evergreen Topics, Solutions to Problems) (Guest Blogging, Medium, Linkedin Pulse, Content Syndication) Keyword ( intitle : write for us, guest post, contribute to, become a contributor, blog for us, writers needed, sponsored post) https ://greatleapstudios.com/blog/copywriting/5-tips-for-rewriting-articles-from-other-websites / Influencers marketing . edu , . gov Backlinks Social Profiles (Profile Link Building) Top Video sharing websites

15. Offpage SEO Link Roundups (“keyword” + “weekly roundup” | “monthly roundup”, intitle:roundup ) Resource Link Building (travel “useful resources” | “helpful resources” | “top articles”) Broken Link Building Strategy ( checkmylinks chrome extension for resources and top articles) Social Media (Social Signals) Blogging & Internal Linking One-tier Backlinks Vs Two-tier Backlinks Social bookmarking Repurpose content Reviews/Testimonial Link Building Newsjacking (for new websites)(Trending topics from Google trends, brainstorm content topic, make it viral) Link Reclamation (Use Google alerts for your brand & competitors) Google search operators to find Link building opportunities https://www.optimizesmart.com/10000-search-engine-queries-for-your-link-building-campaign /

16. Backlinks Checker Tools Competitors Backlinks Analysis (Skyscraper technique) Majestic SEO SEMRush Ahrefs Similarweb Free Backlink Checker Tools Thehoth.com/search-engine-rankings Google Search Operator (“example.pk” – inurl:www.example.pk )

17. Competitors Analysis Tools Opensiteexplorer by moz (trial version for checking backlinks) http ://tools.seobook.com/ to check keyword density of competitors Ahrefs.com to check competitor’s link distribution (Newbie account ) Spyfu Exadium.com (Onsite SEO Analysis) Pingdom website Speed test https://seositecheckup.com/

18. Offpage SEO Best Practices Dofollow VS Nofollow ( rel =“ nofollow ”) VS Mentions How to Get Value from Nofollow Backlinks Link Building Do’s & Don’ts Natural Link Building (approx. 80% dofollow , rest nofollow & mentions) Anchor Text Diversity Pages Link Diversity DA, PA, Link Juice (value) Link Building Velocity Freshness Factor

19. Natural Anchor Text Distribution 90% Brand ( e.g Zameen.com, zameen , zameen website, zameen property portal) 5% Hard Anchor Text (Exact match keyword) e.g online trainings, online trainings in Pakistan, online seo training, online seo training pakistan etc. Soft Anchor Text (Phrase match keyword) e.g online trainings at IDM Pakistan, seo trainings resources URL e.g www.example.com Others (misspells of brand, Click here, Visit our website)

20. Types of Backlinks to Avoid Dofollow Blog Comments Spam Article Submissions with Exact Match Anchor Text Site wide Backlinks (Sidebar, Footer Backlinks) Paid Backlinks Link Exchange Private Blogging Network 50 Reasons Your Website Deserves to be Penalized by Google

21. PBN Checklist PBN site name should be aligned with the niche of your main website Buy PBN Domains from different registrants Use different registrant info for all PBN sites Host domains on different hosting services providers, PBN sites should not be on same server Add Considerable unique and valuable content to your PBN website Add related pages such as About Us, Contact Us, Terms and Conditions pages Only contextual link should go from PBN site to your main website, Do not link only to homepage but other pages of your website Pass Links from your PBN site to other authority websites such as Wikipedia etc. so that it may look natural No sitewide links should be added on PBN sites All links should not go to your main website. Links should also go towards other websites so that it may look natural Do not pass link from PBN site to your main site at once, wait for a few weeks so that PBN site may get properly indexed and all links from PBN website should not direct towards only one website

22. Google Algorithm Updates Google Hilltop Algorithm (2003) Google Panda (Duplicate, Thin (no value), Spinned ) Recovery: Pruning, SEO Copywriting (Content Re-writing) Google Penguin (Unnatural Backlinks, Toxic Backlinks, Quality of Backlinks, Link Velocity, Link Diversity, Link Relevance, Anchor Text) Recovery: Link Audit, Disavow Tool , Linkdetox or kerboo tool to identify toxic backlinks

23. Google Algorithm Updates Google Hummingbird (create content that answers users queries) Google Mobilegeddon (responsiveness, no flash, readability (font size), speed, clickability , no popus ) https:// search.google.com/test/mobile-friendly Google Mobile First Index Update (responsive design, dynamic serving, mobile URLs) https:// www.thinkwithgoogle.com/intl/en-gb/feature/testmysite https://neilpatel.com/blog/leverage-mobile-first-index / Google Pigeon Update (Local SEO, local listing, NAP(name, address & phone number), Google Business Listing

24. Google Algorithm Updates Google EMD Update Google Top Heavy Update Google Pirate Update Google Fred Update (ad driven, poor quality content and backlinks) Google Phantom Update Google Algorithm Changes History https://moz.com/google-algorithm-change

25. Local SEO Local citation NAP Google My Business Associate Google Business with Google Maps

26. Google Analytics Google Analytics Installation Weighted Sort, Date Comparison, Secondary Dimensions Link Google Analytics with Search Console Creating Goals & Funnels (Tracking Conversions) Creating Segments (Monitoring Traffic Channels) UTM Parameters (Monitoring Campaigns) E-commerce Functionality (Monitoring E-commerce Revenue) Audiences Creation (Remarketing Lists) Ecommerce SEO (Search Console Section)

27. Google Analytics Custom Alerts & Scheduled Emails InPage Analytics (Chrome extension) Filters & Google Analytics Opt out Extension (Exclude Internal Traffic) http:// www.analyticsmarket.com/freetools/ipregex Exclude (1. Traffic from IP Address 2. Traffic to Subdirectories) Include (by Location etc.) Channel Groupings (Add unidentified source/medium in “not set”) Site Search Tracking (Tracking Search Queries on website) Custom Reports Events Tracking https://developers.google.com/analytics/devguides/collection/analyticsjs/events

28. Google Analytics Installation Guide Google Analytics Installation: 1. Go to analytics.google.com 2. Click Sign Up and Fill the Form 3. Click "Get Tracking ID" button and get "tracking code" 4. Go to your website dashboard and add Plugin "Insert Headers & Footers" 5. Go to Setting of wordpress admin panel and paste tracking code in the Header area. 6. Click Save. 7. Go to "Tracking Code" in "Property Section" of Admin Panel. 8. Click on "Send Test Traffic" Button 9. Go to "Real Time" section of Google Analytics to verify non-zero number. 10. Verify Google Analytics with “Tag Assistant” 11. Old Google Analytics code uses (ga.js), new Universal analytics uses (analytics.js)

29. Google Search Console Installation Search Analytics Analysis Integrate Analytics & Search Console Submit Sitemap.xml Test Robots.txt Crawl Errors Search Analytics Mobile Usability Disavow Link Tool

30. Advanced SEO Google Business Listing Rank Brain http:// searchengineland.com/5-ways-seo-experts-say-optimize-rankbrain-273458 Schema.org (Rich Snippets) & Data Highlighter (Structured Data Testing Tool) https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets / (All in One Schema Rich Snippet) Schema Pro (Paid version) https:// kalicube.pro/schema-markup-generator-organization https://search.google.com/structured-data/testing-tool/u/0 / Social Markup (Facebook Open graphs & Twitter Cards) Co-citation & Co-Occurrence Google Knowledge Graph (Knowledge Panel) http://searchengineland.com/google-launches-knowledge-graph-121585 Keyword Cannibalization Accelerated Mobile Pages (AMP HTML) Google’s 200 Ranking Factors Pogo sticking Hreflang tags < link rel ="alternate" hreflang ="en- gb " href ="http://www.example.co.uk" /> Bad neighborhood website and their bakclinks

31. Google Advanced Search Operators Site: Intitle : Inurl : Intext : Outreach Google Search Operators for SEO SEO Search Operators Resource Search Operators by Ahrefs

32. SEO Tools & Resources Smallseotools https:// tools.thewebomania.com http://www.seoreviewtools.com / Thehoth.com Keyoptimize.com Screaming Frog Moz Pro Opensiteexplorer.com https:// moz.com/free-seo-tools Sharedcount (to check social media shares) Brokenlinkcheck.com (to check broken links) Moz Blog Searchengineland Searchenginejounral searchenginewatch Backlinko Neilpatel Quick Sprout Internet Marketing Ninjas Blog & Tools Kissmetrics Blog Ahrefs Blog Yoast Blog Warrior Forum Blackhatworld

33. Page Speed Optimization Tools Gtmetrix.com Page speed insight Pingdom Tool Lighthouse chrome extension

34. SEO Audit Checklist j) Thin Content Audit k) Sitemap Check l) Robots.txt Validation m) Authorship Markup and Schema Implementation n) Link Profile Analysis o) Mobile Usability Check p) Content Duplicacy Check a) Title Tag Audit b) Meta Description Audit c) URL Structure Audit d) Crawl Errors Audit e) Image Alt Tag Audit f) 404 Page Analysis g) Anchor Text Audit h) Internal Linking Audit i) Duplicate Content Audit

35. SEO Audit

36. SEO Audit Tools https://neilpatel.com/seo-analyzer / https://www.found.co.uk/seo-tool / https://website.grader.com / https:// varvy.com Iwebchk.com Woorank.com

37. Blogging SEO Carefully Select Blog Post Title https://www.aminstitute.com/headline/ Add long tail keywords in blog content Title, Meta Description, Headings, Images & Internal Linking Optimization Topic Clusters Use Media (Videos, Images, Infographics) User Engagements Social Sharing (Social Factor is Most Important) Analyze SERPs for your blogpost topic Content Updates Build Trust Factor Content Readability ( Scannable Content)

38. Mobile SEO Responsive Design (viewport html tag) Dynamic Serving ( vary:user-agent ) Parallel Mobile URL (canonical tag) Above the Fold Design Avoid Using Flash & Pop-ups Navigation and Clickability Push Up Notifications Mobile Friendly Content (simple words, small headings, short paragraphs, bullet points, images)

39. Youtube Video SEO Youtube Keyword Research Keyword Competition Keywords in Video Title, Description, Tags & File name Use Location Video Comments & Engagements Audience Retention (most important ranking factor) Optimize Thumbnails & Titles Use Multiple Platforms (Social media, Blogs Embedding) Optimize Youtube Channel

40. Youtube Video SEO Video Subscribers (ask in video) Add Playlist Add Cards & End Notes VidIQ chrome extension

41. App Store Optimization (ASO) Keyword Research Keywords in App Title, Description & URL App Description (100 characters for iOS & 4000 characters for Android) Singular vs Plural Keywords (choose one with higher searches) Optimize App Icon, screenshots & Video Paid Promotion (App Downloads > App Ranking)

42. App Store Optimization (ASO) App Reviews & Ratings App Updates (Push Notifications etc.) App Deep Linking App Offpage SEO (earn backlinks from Quality websites)

43. Voice Search Optimization Voice search queries are relatively longer Voice Search result tool: answerthepublic.com Address users’ queries in content Google Business Listing Schema Markup Mobile Friendly Site Speed

44. Bing SEO Bing=Yahoo Old Ranking Factors exact match keywords in title, meta description etc. exact match domain still a factor Quality content add keywords in first paragraph Domain age - still very important keywords in anchor texts of backlinks Spam Filter Bing Webmaster Tools SEO Analyzer in Bing Webmaster Tools Bing Disavow Link tool https://www.bing.com/toolbox/markup-validator https://www.bingplaces.com / ( For Selected countries only) Bing Keyword Research Tool bing.com/toolbox/keywords

45. SEO Roadmap Conduct keyword research for all pages Create category structure on the basis of search volume Update meta titles & meta descriptions with Yoast SEO plugin Start creating & uploading content for most important pages of website (with headings optimization & internal linking) Add Blog on website Install Google Analytics & Search Console using “Insert Header & Footer” plugin Create Social media accounts and synchronize with website Add ALT tags to images on website Add sitemap.xml & submit to Google search console Add robots.txt file

46. SEO Roadmap Add WP-Paginate plugin (in case of ecommerce website) Add WP Smush & Fastest Cache plugins Verify Mobile responsiveness of website Submit site to search engines Submission to Google Business Listing Directory submissions/local citations Submit articles in top article directories Niche relevant blog comments/forum posts Earn backlinks from top Q&A websites Profile link building

47. SEO Roadmap Generate backlinks with brand anchor texts Submission to top videos sites Earn backlinks from slideshare websites Create blogs on web 2.0 websites ( wordpress , tumblr , Blogger) etc. Content Marketing Earn backlinks from . edu and . gov websites Analyze competitors’ backlink profile (skyscraper technique)