SEARCH ENGINE
OPTIMIZATION
How Search Engine Works? .
How SEO works
• 1. Crawling:
➢Crawling is the process where search engines send out "bots" or "spiders" to explore
the web. These bots visit websites and follow links to discover new pages.
➢Example: Imagine a librarian (the search engine bot) visiting a bookstore (the internet)
and going through every shelf (websites) to find new books (webpages). Each book the
librarian finds is noted down so it can be easily found later.
• 2. Indexing:
➢After the bots discover new pages, the search engine analyzes the content of these
pages and stores the information in a huge database called an "index."
➢Example: After the librarian has gone through the bookstore, they organize the books
by category and place them in a catalog (index). This way, when someone asks for a
specific book, the librarian can quickly find it.
How SEO works
• 3. Ranking:
➢When a user enters a search query, the search engine uses algorithms
to determine which pages from the index are most relevant to the
query.
➢ These pages are then ranked and displayed in the search results.
➢Example: If someone asks the librarian for the best book on digital
marketing, the librarian will use their knowledge (ranking algorithm)
to recommend the top books that match the request.
1.WEBSITE AUDIT
Keyword position
Sitemap
Browser, operating system, Devices compatibility
Backlink checker
Domain authority
Keyword cloud
Speed audit
Website Audit
• Keyword Position
• This refers to where your website ranks in search engine results for specific keywords.
• Example: If you run a bakery and target the keyword "best cupcakes in town," a keyword position
audit will show you if your site appears on the first page of search results when someone searches for
that term.
• 2. Sitemap
• A sitemap is a file that lists all the pages of your website, helping search engines crawl and index
your site more effectively.
• Example: links directly towards a certain page within your website.
• 3. Browser, Operating System, and Device Compatibility
• This checks if your website performs well across different web browsers, operating systems, and
devices.
• 4. Backlink Checker (Software SEMRUSH – MOZ)
• This tool examines the external sites linking to your website, helping assess the quality and quantity
of these backlinks.
Website Audit
• 5. Domain Authority (Software MOZ)
➢Domain Authority (DA) is a score that predicts how well your website will rank on
search engines.
➢Example: Trusted website, your website used as a reference
• 6. Keyword Cloud
➢A keyword cloud represents the most frequently used keywords on your website.
➢Example: If "cupcakes," "fresh," and "baking" are the most common terms on your
bakery’s site, they’ll appear prominently in the keyword cloud.
• 7. Speed Audit (Chrome DevTools – Free Google PageSpeed Insights)
➢This checks how quickly your website loads, which is crucial for user experience
and SEO.
➢Example: server location should be near your region, powerful server
2. CONTENT
Content
• Robots.txt
• The robots.txt file is a simple text file placed on your website that tells search engine
crawlers which pages or files they can or cannot request from your site.
• This is primarily used to manage crawler traffic to your site.
• Example: create a robots.txt file to disallow search engines from accessing URLs like
/admin and /cart. This prevents these non-essential pages from appearing in search results
• 2. Sitemaps
• A sitemap is a blueprint of your website that helps search engines navigate and index all the
pages on your site efficiently.
• Example: You then create a sitemap that includes all the important pages, such as product
listings, category pages, and blog posts.
3. On-Page Optimization
On-page optimization
• On-page optimization refers to the techniques you apply directly to your
website's content and structure to improve its search engine ranking.
• It involves optimizing elements within your control.
• Examples:
➢Keyword Optimization: Using relevant keywords in your page titles, meta
descriptions, headings, and content.
➢Content Quality: Creating high-quality, informative, and engaging content.
➢Page Structure: Organizing your content with clear headings, subheadings, and
bullet points.
➢Mobile Friendliness: Ensuring your website is optimized for mobile devices.
➢Page Speed: Optimizing your website's loading speed
KEYWORD FUNNEL
4.OFF-PAGE OPTIMIZATION
Off PAGE OPTIMIZATION
Article Avoid
Backlinks Authority Blog Directories
Press Release Forums Promotion & unnatural links
and Hubs post/Commenting /classifieds Syndication
Off-page optimization
• Off-page optimization focuses on external factors that influence your website's ranking,
such as backlinks and social signals.
• It involves building relationships and reputation outside of your website, not under your
control.
• Examples:
➢Backlink Building: Acquiring high-quality backlinks from reputable websites.
➢Social Media Marketing: Promoting your content on social media platforms.
➢Local SEO: Optimizing your website for local search results.
➢Citation Building: Ensuring your business information is consistent across online
directories.
➢Public Relations: Building relationships with media outlets to generate press mentions.
5.MAINTENANCE
Maintenance
SEO Tactics
Black hat SEO White hat SEO
Keyword stuffing
Cookie stuffing
Hidden text/links
Cloaking
Gateway pages
Mirror site
Social networking spam
Bog comment spam
Cyber squatting
Link farms
Blackhat SEO
• Black hat SEO refers to unethical practices that focus solely on optimizing for search engines
rather than users.
• Keyword Stuffing: Overusing keywords in content to the point that it becomes unnatural and
spammy. For example, repeating the same keyword multiple times within a single paragraph to
manipulate rankings.
• Cloaking: Showing one version of a webpage to search engines and a different version to users.
This is done to rank for keywords that the actual content doesn’t support.
• Link Schemes: Buying links or participating in link farms to artificially inflate the number of
inbound links to a site. These links are often from low-quality or irrelevant sites. (EX: Egybest)
EXAMPLES OF BLACK HAT SEO
Blog comment spam Social networking spam
LOCAL SEARCH SEO
GOOGLE MAP MARKETING
LOCAL SEO RESULTS INCLUSION OF SERVICES ON CUSTOMER ACTION
GOOGLE MAP
Local SEO Results
• Local SEO Results are search engine results that are specific to a particular location. When you
search for a business or service near you, these results appear at the top of the search results page.
• Factors Influencing Local SEO Results:
➢NAP Consistency: Ensuring your Name, Address, and Phone Number (NAP) information is
consistent across all online listings.
➢Google My Business: Creating and optimizing your Google My Business profile with accurate
information, photos, and reviews.
➢ Local Citations: Building citations from reputable online directories and websites.
➢On-Page Optimization: Optimizing your website's content and structure for local keywords.
➢Backlinks: Acquiring backlinks from local websites and directories.
➢Reviews: customers leaving positive reviews and ratings (Google maps)
GOOGLE MY BUSINESS
Google Answer Box
• The Google Answer Box, also known as a "Featured Snippet,"
is a special search result that appears at the top of Google’s
search engine results page (SERP) in response to a user’s
query.
• It aims to provide a concise, direct answer to the user’s
question, extracted from a webpage, along with a link to that
webpage.
• Tailoring answers to a specific questions
• References used
• Trusted
SEO STEPS FOR TARGETING ANSWER BOXES
Google offering answer box Include tables
for question
Include lists and graphs
How to optimize voice search?
How Voice Search Impacts Ensure website loads quickly
SEO Ranking?
It allows users to easily multi-task.
Write in layman’s language
Users can instantly get information
Colloquial language Include Featured Blocks of Content
Long tail searches
Vernacular language Focus on Local Searches
Digital marketing searching languages
• Layman's language is a term used to describe language that is easy to understand for
someone who is not an expert in a particular field. It's often used to explain complex
concepts or technical jargon in a way that is accessible to a wider audience.
• Colloquial language is a type of informal language that is used in everyday speech. It
often includes slang, idioms, and expressions that are specific to a particular region or
culture. (EX: Chill out- that’s sick- in your shoe)
• Vernacular language refers to the everyday language spoken by people in a particular
region or country, often informal and influenced by locals.
Digital marketing searching types
• Short-tail searches are broad and generic, usually consisting of one or
two words.
• Examples include "shoes," "computers," or "restaurants.“. (High
competitive search)
• Long-tail searches are more specific and detailed, typically containing
three or more words.
• Examples include "red high heels size 8," "best gaming laptop under
$1000," or "vegan restaurants in New York City." (less competitive
search)
BEST PRACTICES FOR UI/UX DESIGN
VISUAL CHUNKING PROPER COLOUR COMBINATION
USE OF WHITE SPACES INTEGRATE IMAGERY
OFFER HELP & DOCUMENTATION
CHOOSE NEAT FONT
USING
FACETED SEARCH
ASSIST WITH PROPER NAVIGATION MOTIVATE WITH CALL TO ACTION
THANK YOU
