Search Engine Optimization (SEO) - Chapter 2 Notes
1. Introduction to SEO
- Definition: SEO stands for Search Engine Optimization. It is a technique used to design and
develop a website to rank higher in search engine results.
- Purpose: Increases website visitors by improving search rankings.
- Part of Search Engine Marketing (SEM): SEO is a subset of SEM and focuses on organic
(non-paid) ranking improvements.
2. Types of SEO
- SEO is classified into two types:
- 1. On-Page SEO: Focuses on elements within a website that affect rankings. Includes content
quality, keyword placement, proper HTML structure, and meta tags.
- 2. Off-Page SEO: Focuses on external factors like backlinks, social media engagement, and
domain authority.
3. SEO Techniques
- SEO techniques are categorized into White Hat SEO and Black Hat SEO.
White Hat SEO (Approved Techniques)
- Relevant and high-quality content
- Proper HTML structure
- Well-labeled images and meta tags
- Proper keyword research
- Standard-compliant HTML
Black Hat SEO (Disapproved Techniques)
- Keyword stuffing
- Hidden text and links
- Cloaking (showing different content to users and search engines)
- Duplicating content
- Link farming (buying backlinks)
4. Optimizing a Website for SEO
- A. Page Structure Optimization
- Use <!doctype html> for proper HTML structure.
- Maintain the correct order of opening and closing tags.
- Important HTML elements for SEO:
- - <title> Tag: Appears in search results; should be under 60 characters.
- - Meta Description: Briefly describes the page (70-160 characters).
- - Heading Tags (<h1> to <h6>): Use them properly for content hierarchy.
- - Image Alt Tags: Describes images for SEO and accessibility.
5. SEO Keywords
- Keywords are specific words and phrases related to the website's content.
- Choosing the right keywords is crucial for search rankings.
- Google AdWords Keyword Planner can help in keyword research.
6. SEO Social Bookmarking
- Definition: Social bookmarking is saving and sharing website links on platforms like Pinterest,
Reddit, and StumbleUpon.
- Benefit: Helps in Off-Page SEO by increasing backlinks and visibility.
7. SEO Social Media Optimization (SMO)
- Uses platforms like Facebook, Twitter, and LinkedIn to improve website traffic.
- Builds credibility and trust with the audience.
8. SEO Backlinks
- Backlinks: Links from other websites that direct users to your page.
- High-quality backlinks improve website authority.
- Good backlinks come from:
- Reputable websites
- Content-related sources
- Blogs and articles
9. Other Important SEO Factors
- Website Speed: Affects user experience and rankings.
- Mobile Friendliness: Google ranks mobile-friendly sites higher.
- [Link] File: Tells search engines which pages to exclude from indexing.
10. SEO Audit
- SEO Audit: Evaluates a websites health and identifies improvements.
- SEO Audit Tools:
- - SEOptimer ([Link])
- - SEOmator ([Link])
- Audit Report Includes:
- Site ranking
- SEO recommendations
- Usability and performance
- Security settings
11. Key SEO Terms to Remember
- Crawling: Search engines scan websites for content.
- Indexing: Search engines store and organize content for retrieval.
- Organic Search Results: Non-paid search rankings based on relevance.
Summary
- 1. SEO improves a websites ranking on search engines.
- 2. Two types: On-Page SEO (content, keywords) & Off-Page SEO (backlinks, social media).
- 3. White Hat SEO is ethical; Black Hat SEO is discouraged.
- 4. Optimizing title tags, meta descriptions, and images improves rankings.
- 5. Keywords, backlinks, and social media engagement are crucial for SEO success.
- 6. SEO audits help in identifying website improvements.
