This is a Comprehensive presentation on SEO

This comprehensive presentation on SEO thoroughly explains all aspects of the subject. It includes detailed coverage of On-Page SEO, Off-Page SEO, Technical SEO, Local SEO, and Online Reputation Management. For further inquiries or service needs, you can visit the best digital marketing agency’s website at [http://mohitmiles.wuaze.com/]

1. SEO
PRESENATATION
IDCM
Presentation By
MOHIT MANDELIA

2. CONTENT
Introduction to Search
Engine
Introduction to SEO On-Page SEO
Local SEO Technical SEOOff-Page SEO

3. INTRODUCTION
SEARCH ENGINE
A search engine is a software program that
helps people find the information they are
looking for online using keywords or phrases.
Search results refer to the list created by
search engines in response to a query.
Few Examples of Search Engines- Google,
Bing, Duck Duck Go & Yarndex.

4. HOW DOES SEARCH ENGINE WORKS ?
CRAWLING
SHOWING
RESULTS
ON SERP
INDEXING

5. CRAWLING
A SOFTWARE / PROGRAM KNOWN AS CRAWLER /
SPIDER CRAWLS TH E WEBPAGES ON THE WEBSITE
AND GATHER ALL THE INFORMATION PRESENT
THERE.
INDEXING
GOOGLE GO THROUGH ALL THE INFORMATION
AND CATEGORIZES IT. THEN, IT STORES ALL THE
APPROPRIATE INFORMATION ON ITS DATABSE.
SERP
THEREAFTER, UPON ANY SERACH RELATED TO
PRODUCTS; SERVICES OR ANY TOPIC, IT DELIVE RS
THE RELEVANT DETAILS ON IT‘S SEARCH ENGINE
RESULTS PAGE.

6. GOOGLE ALGORITHMS
UPDATE
PANDA (Feb 2011)
PENGUIN (April 2012)
RANK BRAIN (Oct 2015)
Reduce the no. of low
quality websites on SERP.
Prevents from keyword
stuffing & many baclinking.
Deliver relevant results.
etc...,

7. It stands for Search Engine Optimization.
In simple terms, it is the process of improving
your website to increase its visibility on diffrent
search engines, whenever people search for
products; services or any information on topics.
INTRODUCTION
SEO

8. TYPES OF
On-Page SEO
Off-Page SEO
Technical SEO
Focused on Content.
Focused on Ranking.
Focused on Performance.
Local SEO
Focused on local Search
Results.

9. ON-PAGE SEO
It refers to focus on ranking while
optimising the part of your Own Website
you control like- context, HTML, Title of
Page, URL, etc
It includes optimization of Title Tags
(Meta Title), Meta Description, Internal
Links, URLs, Image, Blogs & Keywords.

10. WHAT DO WE DO EXACTLY?
It is an HTML element that
specifies the title of a web page.
It will be visible on SERP as a
part of “Search Snippet” and it
should not be more than 60
characters.
It should include your primary
keyword.
It is a description of what your
website is all about.
It will be visible on SERP as a
part of “Search Snippet” and
should not be more than 160
characters.
It should include appropriate
keywords.
META-TITLE META-DESCRIPTION

11. WHAT DO WE DO EXACTLY?
URL is one of the first things users
see on a search results page. If it is
structured correctly you'll notice a
higher CTR (click-through rate).
The proper URL structure is
important so that an user can
identify what actually is present on
website.
It should have keywords.
URL
HTML TAGS
H1 tag is always used for the title of the
page/blog. (Automatic)
H2 tags are used for Headings (in the body
part).
H3 tags serve as subheadings. It's essential to
keep in mind that no text should immediately
follow a sub-heading with H3 tags.
When tagging headings, ensure that the fonts
are not BOLD.

12. WHAT DO WE DO EXACTLY?
CONTENT Images
Download images from any website and
save it using specific keywords.
Upload them in WEBP format, not
JPEG/PNG.
Use 'Center' alignment and 'Full Size' for
display.
Add “ALT Text” with SEO focused keyword.
Content should be your first priority
when thinking about SEO. Quality
content is how you engage, inform,
support and delight your audiences.
Make it unique and prevent from
using any plagiarised content.
It should not be less than 300
words.

13. WHAT DO WE DO EXACTLY?
INTERNAL LINKS Canonical Tag
It tells Search Engine that a specific URL
represents the master copy of a page.
E.g- When someone typically creates
separate websites for their mobile and
desktop platforms but with identical
content, it's necessary to use a Canonical
tag to avoid issues of plagiarism.
A hyperlink that points to another
page of the same website / domain.
Search Engine / Users use these
links to find content on your
website.
Search Engine also uses these links
to navigate the site.

14. WHAT DO WE DO EXACTLY?
RESPONSIVE DESIGN
Keywords & Keywords
Density
Keyword is define as user search term.
In SEO, these are the words or phrases
users type into a search engine,
commonly referred to as "search
queries."
Keyword density is the number of times a
keyword is used in a content. Ideally it
should be 1-2 %.
Web design that automatically
adjust for different screen sizes.
It is especially important that your
website is responsive if a large
proportion of your audience use
devices other than a computer to
view your website, as it offers the
best experience to these users.

15. WHAT DO WE DO EXACTLY?
OPEN GRAPH
META TAG
These are snippets of code that controls how
URLs are displayed when shared on Social
Media. It is a part of Facebook's open graph
protocol and is also used by other social media
sites like Linkedin, Twitters.
When someone shares a link over any social
media site then the link that is sent with a
desired image is called Open Graph Meta Tag.

16. TYPES OF KEYWORDS
LONG TAIL KEYWORDS- These types of keywords have multiple
keywords attached to them and are very accurate in terms of the
information a user is trying to search. (Example- “Best digital
marketing institute”.)
SHORT TAIL KEYWORDS- These are the keywords that consist of One
/ Two words and are difficult keywords to rank. (Example- Digital
Marketing)
BRANDED KEYWORDS- These are the keywords that are brand
oriented. (Example- Kazo Crop Tops.)
GEO TARGETED KEYWORDS- These are the keywords that are based
on the locations. (Example- Best digital marketing agency in Kolkata)
Latent Semantic Indexing (LSI)- Words/phrases that are
conceptually related to a Target Keyword.
(Ex- Keyword: Digital Marketing
LSI: Social Media Marketing, Internet Marketing, Online Marketing.)

17. OFF-PAGE SEO
Optimization done outside the website.
It mainly focus on ranking factors.
It is mostly about Link Building, which
improves the authority & trust for the
website on Search Engines.
It helps to maximize the website visibility
& performance on Search Engine.

18. LINK BUILDING
The process of getting other websites to link to pages on your website. It’s purpose is to
boost the authority of your website so that the pages rank higher & bring more search traffic.
Internal Link- A hyperlink that directs to another page on the same website
or domain.
External Link- It is also known as Outbound link. It is a hyperlink that directs
the users to a URL outside of your website.
Backlinks- It is also known as Inbound link / Incoming link. It is a hyperlink
from another website to your website.

19. Free Classified Submission
Bookmark Submission.
Article Submission.
Business Listings.
Question & Answers Sites.
Guests Posting.
Comment Links.
Image Submission.
Video Submission.
PPT / PDF Submission.
Web 2.0 Sites.
Ways:- Types:-

20. ANCHOR TEXT:
“On text” where we do “internal linking”, we call that text as
“Anchor Text”.
It is a clickable text within a hyperlink, guiding users to specific web
pages or resources.
In backlinking, websites are linked to another website / page
through an Anchor Text.
TYPES OF ANCHOR TEXT:
Exact Match = Key-phrase (E.g. Digital Marketing Courses, Digital Marketing Training.)
Phrase= +Key Phrases+ (E.g. Best Digital Marketing Course. : When we put
any word before/after our key phrase.)
Brand=(E.g. IDCM, Institute of Digital & Content Marketing, IDCM
Kolkata.)
URL= Complete URL is my anchor text.
Others= Learn More, Visit my website…Etc

21. ANCHOR TEXT DISTRIBUTION:

22. DOMAIN AUTHORITY (DA):
It is a Search Engine Ranking Score developed by Moz that predicts how likely a website is to
rank in SERP. DA scores range from 1 to 100, with higher scores corresponding to greater
likelihood of ranking.
PAGE AUTHORITY (PA):
It is a Search Engine Ranking Score developed by Moz that predicts how well a specific
page will rank on SERP. PA scores range from 1 to 100, with higher scores
corresponding to greater ability to rank.

23. LINK JUICE
It is a term used in the SEO world to refer
to the value or equity passed from one
page or site to another.
This value is passed through hyperlinks.
Search Engines see these links as votes by
other websites that your page is valuable
and worth promoting.

24. How to choose the flow of Link Juice?
Firstly, it's important to understand the
concepts of "Do-follow links" and "No-follow
links".
By default, any link we create is a "Do-follow"
link. A Do-follow link directs link juice or value
to the linked website.
However, we also have the option to designate
a link as a "No-follow" link, which means we
choose not to pass on the link juice. In this
case, users and search engines will still be
directed to the destination page, but no link
juice will be transferred.

25. DO NOT FORGET TO KEEP A CHECK ON
YOUR COMPETITORS !
Competitor Analysis SEO wise :- An SEO competitor analysis (sometimes referred to as competitive analysis) is
the process of researching your direct search competitors to understand their target keywords, content
strategy, backlinks profile and more for the purpose of reverse engineering the most successful elements of
their tactics into your own SEO strategy.
Instead of guessing which keywords to target, which content to create or which links to build, you can research
your competitors, analyse what is already working for them, and build upon that success.
TOOLS NEEDED FOR
COMPETITOR ANALYSIS:
BACKLINKS ANALYSIS (BACKLINK CHECKER
BY AHREFS.)
CONTENT STRATEGIES (SEMRUSH)
KEYWORD GAP ANALYSIS (SEMRUSH)

26. TECHNICAL SEO
The technical configuration we do in our
website to make sure that the website
meets all technical requirements of
search engine.
The goal is to improve the organic ranking.
It includes- Robots.txt, Sitemaps,
Redirecting Pages & Schema Mark-
up.

27. SITEMAPS:
A sitemap is a website file that lists the pages and provides them with extra information
about your content. It is important for SEO because they can help search engines find your
new & updated pages more efficiently.

28. TYPES OF SITEMAPS:
A file that lists links of every page of your
website, making sure search engine can
find & crawl.
It helps search engine to discover all the
pages & gear up the process of Indexing.
It is for Search Engines.
URL display- abc.com/sitemap.xml
A file that lists links of every page of your
website.
This is designed to make navigation
easier.
It is for the visitors.
URL display- abc.com/sitemap.html
HTML Sitemap XML Sitemap

29. STEPS FOR GETTING XML SITEMAPS ON WP-WEBSITE:
Go to Yoast SEO on the “wp-admin” page.
Then click on “Settings”
Then click on “Site Features” & then go to XML Sitemaps.
STEPS FOR INDEXING THERE AFTER:
Go to Google Search Console Tool & Go to “URL Prefix”
Copy & Paste your Website URL there. Thereafter, Copy the “HTML Tag” from there.
Go to the WP-Admin Page of your website & Install New Plugin- Tracking Code Manager & Activate it.
Go to settings of that plugin and click on “Add new tracking code”.
Paste that HTML Tag Code here and select “Before </HEAD>”
Put a tick on “Standard code tracking in your wordpress.”
Put a tick on “In the whole website (pages, post and archives).” & Then, click on save.
Return to the “Google Search Console Tool” and initiate the verification process by clicking on
"Verify".

30. Robots.txt
A single text file that applies to the entire site within the domain’s root directory and tells
Search Engines which page is to crawl.
This is achieved by specifying whether to "allow" or "disallow" the crawler from accessing
certain parts of the website.

31. How to put Robots.txt on WP-Website?
1.Go to YOAST SEO on the “wp-admin” page.
3.Go to, “File Editor”
5.And enter the code shown above.
2.Select Tools.
4.Go to robots.txt
Types :
Do-follow & No-index.
Do-follow & Do-index.
No-follow & Do-index.
No-follow & No-index.

32. What is Redirection?
It is a way to send both users & search engines to a different URL from the one they
originally requested. (Most commonly used Redirect Codes are- 301, 302)
When do we do Redirection?
The URL is broken or it does not work.
The webpage / site is no longer active.
You have a new webpage / site that you want people to visit instead of the old one.
You’re A/B testing a new webpage in terms of design or functionality.
You’re fixing a webpage and you want to temporarily make a detour for your users for
continual website experience.

33. LOCAL SEO
It is an optimization strategy aimed at
enhancing your business's visibility in local
search results on search engines.
Local keywords research.
Optimize Google Business profile.
Create local relevant content.
Elements of Local SEO

34. WHITE HAT SEO:
BLACK HAT SEO:
GREY HAT SEO:
It refers to the practice of optimizing websites
using ethical methods and strategies that comply
with search engine guidelines and rules.
It refers to the use of aggressive and unethical
techniques to manipulate search engine rankings,
often in violation of search engine guidelines and
rules.
Grey Hat SEO blends both Black Hat and White Hat
techniques, with a higher adherence to White Hat
practices and minimal use of Black Hat tactics.

35. Reputation Repair Process:
Online Reputation Management
(ORM):
It is the process of monitoring, influencing & improving an individual’s or a business’s
reputation on the internet.
Never ignore any negative comment about your business. Reply politely at the earliest.
Content Marketing.
Aggressive SEO.
Quality content, leveraging key online platforms, engaging with industry leaders
(influencers) individuals and business.
Always look for positive (past/present) things that can be shown to repair the reputation.

36. IMPORTANT SEO TERMS:
It is a code in a form of structured data
that communicates the meaning of your
page, elements and how users should see
it to the searching tool and in a language
the search engine can understand.
It provides specific details about
webpage content, allowing search engine
to display richer and more informative
search result for users.
Schema Markup

37. It is a small text path located at the top
of the page indicating where the user is
on the site.
Breadcrumb:
Core Web Vitals:
It is a set of standardised metrics from Google that help developers understand how
users experience a web page.
Three “Core Web Vitals” are-
Largest Contentful Paint (LCP) - [Focuses on Page Loading Speed - 2.5 to 4 sec]
Interaction to Next Paint (INP) - [Focuses on Ease of Interaction - 100 to 200 msec]
Cumulative Layout Shift (CLS) - [Focuses on Visual Stability - 0.1 to 0.2]

38. Brokenlinks:
It is also known as a deadlink. It is a hyperlink on a webpage that no longer works because
the destination page has been moved, deleted or renamed. When a user clicks on a
broken link, they are usually redirected to an error page 404, which can negatively
impact user experience & SEO.
Accelerated Mobile Pages (AMP):
With AMP, it is possible to create simple mobile websites that load almost instantly. But
SEO wise, we do not do AMP websites as this website is only for “Mobile”.

39. SEO Tools:
It is a WordPress tool for On-Page SEO.
It offers fundamental features to initiate
SEO efforts, including performance
evaluation, readability assessment, and
improvement suggestions.It helps the
site perform better in future.
It aids in enhancing future site
performance.
It is a free tool provided by Google that
assists in monitoring and managing a
website's visibility and performance in
SERPs.
It provides reports on performance
metrics such as crawling statistics,
indexing status, discovery of pages, and
total search clicks, among other valuable
insights.
Yoast SEO
Google Search
Console

40. SEMRUSH
Semrush is a comprehensive tool designed to enhance online visibility and provide
marketing insights. It facilitates SEO audits, keyword research, backlink tracking,
competitive analysis, and more, ultimately contributing to overall SEO improvement.

41. WordPress Plugins that we might use:
Elementor
Spectra
Yoast SEO
Astra- Starter Templates
Smart Custom 404 Error Page- (For Custom made 404 error Page)
StarBox- (For writing Author Profile)
Tracking Code Manager- (To enter code in header)

42. THANK
YOU!