Imbibe SEO Knowledge: Master the Art of Search Engine Optimization

Search Engine
Optimization
SEO (search engine optimization) is a set of processes aimed at
improving a website’s visibility in search engines
Prof Manish Kumar

What is SEO?
Prof Manish Kumar

Search Engine Optimisation
Set of processes aimed at improving a website’s visibility in search engines
SEO is about
fulfilling users’
search needs
Concept
SEO aims to expand a company’s visibility in
organic search results. These efforts drive
more visitors to the company’s website,
increasing their chances of conversion and
leading to more customers and revenue.
In
practice,
SEO
typically
involves:
Keyword research
Content creation and
optimization
Technical optimization
Link building
Prof Manish Kumar

Search Engine Optimisation
Set of processes aimed at improving a website’s visibility in search engines
SEO MEANS
WHAT WHY HOW
Set of processes aimed at
improving a website’s
visibility in search engines
To get more organic traffic
to your website search
By fulfilling user search
needs (In terms of
relevance, content quality,
and user experience
Prof Manish Kumar

Why Is
SEO
Important?
The correlation is very simple—the
higher you rank, the more people
will visit your page.
Google users conduct billions of
searches for information and
products. It’s no surprise that search
engines are usually one of the biggest
traffic sources to websites
The No. 1 organic result is 10x more
likely to receive a click than a page
ranking in position No. 10.
Prof Manish Kumar

Google organic CTR
Breakdown by
positionn
#1
39.9%
#2
22.9%
#3
15.9%
#4
12.2%
#5
9.1%
And the top three organic results get over 50% of all the clicks
Prof Manish Kumar

How search
engine
works ?
Google is not the only search engine. But it is
by far the most popular one. That’s why we
refer to Google most times we talk about
search engines
You publish your content on
your site
Google bots or spiders
crawl your site and
review pages
Google indexes your
page
If your page meets ranking
criteria, Google will show it in
its search results
SERP
Prof Manish Kumar

How search
engine works ?
8
HOW DOES
SEO WORK
1You create quality
targeted content
2Google Surface it
somewhere in
results
3People discover
and engage with it
4Google ranks it
higher
5
More people
discover and
egange with
it
6
Your domain
authority increases.
It gets easier for
new content to
rank
Content gets more
traffic, more backlinks
Steps by Step
Prof Manish Kumar

Google Ranking
process
CRAWLING
Google uses “bots,” or computer
programs, to crawl the web and
look for new or updated pages.
In order for Google to find a
page, the page should have at
least one link pointing to it
SERVING
When a user enters a query,
Google determines which pages
are the best, in terms of both
quality and relevance, and ranks
them in the SERP.
INDEXING
Next, Google analyzes each page
and tries to understand its content.
Then, it may store this information
in the Google Index, a huge
database of webpages.
Prof Manish Kumar

How does Google
know how to
rank a page?
To deliver the right information to
users, search engines analyze four
main factors:
Relevancy between the search
query and the content on a page,
and search engines assess it by
various factors like topic or
keywords
The meaning behind someone's
query is their most likely intent
for starting a search, and how
that intent matches the most
helpful content.
Quality of content, which uses
the E-E-A-T (we'll discuss this
further below) model to surface
content that seems the most
helpful based on signals like
expertise, authority, and
trustworthiness.
The usability of a site, which
considers page speed, mobile
friendliness, and other factors
related to how easy it is to
discover content on a site.
MEANING RELEVANCY QUALITY USABILITY
Prof Manish Kumar

1 1
RELEVANCY
Topical relevance Type of content 2
Keywords search
Keywords optimization's
Avoid Keyword too much Stuffing
Page content as per search query
Different pages for different query,
such as landing page, product page etc
Content freshness
News updates, and product reviews
have to be updated
Search query is time sensitive , craft
content as per that
Content is curated as per location
follow local SEO for local business
Location
Keyword Optimisation
Audit your current on-page SEO
Find Keywords for your site
Map your keywords
Add keywords to your site
Avoid Keyword stuffing
Dont forget your target audience
Tools to be used
SEO Writing assistance
Comprehensiveness, uniqueness,
EAT Signals & Readability.
Site Security
Page speed
Mobile-friendliness
ease of use
Tools to be used
Developing content
Set Content Marketing Goals
Identify and Describe Your Target Audience
Choose the Right Content Formats and Channels
Create a Content Marketing Calendar
Create a Content Distribution Plan
Tools to be used
Optimise multiple location
Create a page for each location on
your website.
Optimise each page for the location
Create localised content for each
page
Showcase reviews
Tools to be used
Where to start?

Perform a site:
search.
The simplest way to check if a site or page is indexed is to
performasite:search.ThisworksforbothGoogleandBing.
site:moz.com
This will also tell you approximately how many pages
Google has indexed. In this case, we see tons of thousands of
pages.
site:https://www.imsuc.ac.in/guest-lectures.php
If Your Site or Page
Isn’t Indexed
Is the site brand new?
Does the site offer unique,
valuable content?
Is the site crawlable and
indexable?
Prof Manish Kumar

The basics of
SEO
Prof Manish Kumar

Types of
SEO
Technical SEO On-Site SEO Off Site SEO
Prof Manish Kumar

Technical SEO
Technical SEO is essentially the foundation
of a good SEO strategy. It's all about
optimizing the technical aspects of your
website to make it search engine friendly.
This involves making your website easier
for search engines to crawl, index, and
understand.
Prof Manish Kumar

key things that
technical SEO
focuses on
M
o
b
i
l
e
-
f
r
i
e
n
d
l
i
n
e
s
s
W
e
b
s
i
t
e
a
r
c
h
i
t
e
c
ture
C
rawlability Indexabilit
y
S
t
r
u
c
t
u
r
e
d
d
a
ta
W
e
b
s
i
t
e
s
p
e
e
d
Mobile Friendliness
Prof Manish Kumar

Off-Site Optimisation
Off-site optimization, also known as off-
page SEO, is all about improving your
website's ranking in search results through
efforts made outside of your website itself.
It's like building a good reputation online
that search engines recognize
Prof Manish Kumar

Key
Strategies for
Off-Site SEO
Link Building
It involves getting high-quality websites
to link back to your content.
Brand Mentions
Encourage brand mentions through social
media engagement, online communities,
and industry events.
Social Media Engagement
While social media shares don't directly
impact search engine rankings, they can
increase brand awareness
Prof Manish Kumar

On-Site Optimisation
On-site optimization, also known as on-
page SEO, is fine-tuning the elements
within your website to make it more
appealing to search engines and users. It's
about making sure your content and
website structure are clear and relevant to
the search queries people are using
Prof Manish Kumar

key areas on-
site
optimization
C
y
Content
Optimization
Keyword Research
& Targeting
Content Quality
User Experience
(UX)
Technical SEO
Elements
Title Tags & Meta
Descriptions
Headings &
Subheadings
Image
Optimization
Internal Linking
Additional
factors
Mobile-
friendliness
Website Speed
Schema Markup
Prof Manish Kumar

Indexabilit
y
Content
Optimization
Keyword Research
& Targeting
Content Quality
User Experience
(UX)
Prof Manish Kumar

Keyword
Reserach
C
y
Discover Keywords You Already Rank For
Keyword research is a big topic in SEO. While it can take a long time to master, there are a few
simplestepstogetyouupandrunning:
Knowing what keywords and phrases you already rank for is often a good starting point
before you begin optimizing for new keywords. Enter your domain into Keyword
Explorertoseeallofyourtop-rankingkeywordsbysearchvolume.
Find Keywords Related To Your Topic
The next step is to find keywords that you might want to target. Again, we go into the
detailsofthisinourKeywordResearchMasterGuide,buttooversimplify,you’llwantto
findkeywordsthat:
Havesufficientsearchvolume
Aren’ttoodifficultforyoutorankfor
Arerelevanttoyourbusiness
Use“seedkeywords”inyourfavoritekeywordresearchtooltobuildoutalisttotarget.
Prof Manish Kumar

Optimize Your
Search Appearance
C
y
When you rank in search, Google (and other search engines) takes elements of your page to display in search results. These elements
cannotonlyinfluencehowmanypeopleclickonyourresult,butinsomecases,theycanalsoinfluencehowwellyourank.
Title tags might be the most impactful part of your search appearance, and they’re also a small ranking factor! Google is known to rewrite a lot
oftitletags,butthereareanumberofbestpracticesyoucanusetohelpyourSEO.
Write Descriptive, Click-Worthy Title Tags
Write Unique, Accurate Titles for Each Page
Avoid using the same title on multiple pages. Make sure you create descriptive, unique titles that accurately describe what a visitor will
findonthepage.
Use Keywords In Your Titles, But Don’t Overdo It
Google is more likely to rewrite page titles that repeat the same keywords, so using a keyword once is
typicallyenough.
Prof Manish Kumar

Optimize Your
Search Appearance
C
y
Aim For Between 50-60 Characters (& Maybe More for Mobile)
Avoidusingthesametitleonmultiplepages.Makesureyoucreatedescriptive,uniquetitlesthataccuratelydescribewhatavisitorwillfindonthepage.
Write Unique, Compelling Descriptions for Each Page
Google likes unique meta descriptions, so don’t reuse the same description across multiple pages. While there’s no limit on length, Google usually truncates descriptions
between150-160characters(sometimeslonger)somakesuretostaywithinreasonablelimits.
Use Keywords In Your Meta Descriptions
Yourmetadescriptionsshouldofferacompellingreasonforuserstoclickyourresults.Goodcopywritingiskey!
Use Images Wisely
Google is getting better and better at understanding images, but they still can't "see" images like a human. Because of this, there are a few SEO best practices to keep in
mind:
Refrain from relying on images for important text. It's OK to use text in images, but don't expect search engines to be able to "read" image text like a human. Use text
(likethis)fortext.
Use alt text. Alt text helps search engines and screen readers understand your images. It's also important when you link your images. <img src="pupdanceparty.gif"
alt="Pup

Place your
Keyword
C
y
In addition to naturally in the body of your content, you’ll want to place your keyword into specific spots on the page to indicate to
Googlewhatyou’relookingtorankfor.Thisincludes:
SEOtitle(titletag)
Pagetitle(H1tag)
AtleasttwoH2headings
Imagealttext
Imagefilename
Naturallyinthebody
URL
Metadescription
Prof Manish Kumar

Optimize your
titles
C
y
You have two titles for any page on your website. The title tag is the title that appears on the SERP and is the single most impactful
place you can put your keyword. The H1 tag is the title on the page when you click on it. Whether or not these are the same depends
onthepage.Tooptimizeyourtitles,besureto:
Include the keyword
Ifyoucandoitinanaturalandcompellingway,addsomerelatedmodifiersaroundthattermaswell.
Have only one H1 per page:
Thisshouldbeyourmainheadline,andH2sshouldbeusedtolabelyourmainsections.
Keep title tags to 55-60 characters:
HowmuchGooglewillshowvaries(it’sbasedonpixels,notcharactercounts),sofrontloadwiththekeyword.
Prof Manish Kumar

Optimize your
meta descriptions
C
y
The meta description is the description that appears on the SERP below the title tag. Google doesn’t always show the one you’ve
provided in the SERP; it likes to build its own based on the query, but it’s still important to optimize for SEO. Google reads this
descriptionwhencrawlingthepagetounderstandwhatit’sabout.
Include the keyword
Ifyoucandoitinanaturalandcompellingway,addsomerelatedmodifiersaroundthattermaswell.
Keep it short
Idealmetadescriptionlengthis155-165characters
Make it compelling
Remember, showing up in search results is just the first step! You still need to get searchers to click. Include a concise description, a clear
benefit,andacalltoaction,likeadcopy!
Prof Manish Kumar

Local SEO
C
y
Local SEO is the practice of improving your online presence to get more business from local searches. These searches take place on
manysearchengines,butlocalSEOfocusesonoptimizingforGoogleusers.
According to Google
30%ofallmobilesearchesarerelatedtolocation.
78%ofpeoplewhosearchforsomethingnearbyontheirphonesvisitthebusinesswithinaday.
28%ofsearchesforsomethingnearbyresultinapurchase.
Prof Manish Kumar

How does local
SEO work?
C
y
Local SEO is a game of two halves
because Google shows two types of
search results for local searches. These
are “map pack” results and organic
“blue link” results. You can rank on both
ofthem.
The map pack (aka local pack) is a Google SERP feature
that shows the top local business listings and a map. It
often appears at the very top of Google’s search results for
localsearches.
The “regular” organic search results are the “10 blue links”
that we’re all familiar with. They usually appear below the
“mappack”results.
Prof Manish Kumar

Local SEO
keyword research
C
y
Local keyword research is understanding how people search for the local services you offer. It’s important because you want to optimize for what
peoplesearchfor. Let’sgothroughhowtodothis.
Find service-based keywords
Most people don’t think about the different ways that others may search for what
theydo.
For example, if you’re a plumber, some customers will find you by typing “plumber”
into Google. But others will search for queries relating to specific services like “drain
unblocking.”
For that reason, you should begin by brainstorming and listing the services you offer.
This will help you maximize your presence for queries your customers are searching
for.
Service-Based
Keywordsfor
Plumbers
Drainunblocking
Boilerrepair
Boilerinstallation
Boilerservicing
Radiatorinstallation
Burstpiperepair
Find service-based keywords
Service-Based
Keywordsfor
Plumbers
Drainunblocking
Boilerrepair
Boilerinstallation
Boilerservicing
Radiatorinstallation
Burstpiperepair
Prof Manish Kumar

Local SEO
keyword research
C
y
Check search volumes
Keyword research tools show you national search volumes.
If you want search volumes for your state, city, or town,
you’llhavetouseGoogleKeywordPlanner.
Prof Manish Kumar

Google Business Profile (formerly
Google My Business)
C
y
In all, 36% of SEOs think your Google Business Profile is the most important ranking factor for the map pack. And 6%
believethatit’simportantforthe“regular”organicresults.
Best practices
Bespecificwhensettingyourbusinesscategory
Setyourbusinesshours(includingholidayhours)
Addyouraddress(ifyouhaveastorefront)
Setyourservicearea(ifyouvisitordelivertocustomersandclients)
Addtheproductsorservicesyouoffer
Addphotos
Askcustomersforreviews
Prof Manish Kumar

C
y
Prof Manish Kumar

Google ads
C
y
Google Ads is the name of Google’s pay-per-click (PPC) platform, which allows
businesses to gain visibility across Google’s properties. The most common type of
Google Ads ad is the search ad, which appears on the search engine results page
(SERP) for searches relevant to the advertiser’s products and services—but
businesses also use Google Ads to run display ads, shopping ads, YouTube ads, and
more.
Prof Manish Kumar

Google
search ads
C
y
Below is an example of a
Google SERP containing ads.
There are two sections of paid
results: one above the
nonpaid or organic results,
andonedown.
Prof Manish Kumar

Google
display ads
C
y
Asmentionedabove,youcanalsorundisplay
campaigns which appear on the Google
Display Network—an extensive collection of
outside, third-party websites that have
agreed to serve Google ads. Google Display
adscanbeintext,image,video,orrichmedia
format, and can be targeted differently—
suchasthroughaudiencesandremarketing
Prof Manish Kumar

Google
shopping ads
C
y
Google shopping ads appear on both the
regular SERP and in the shopping tab. These
ads operate differently from regular search
ads, since you can’t target keywords. Instead,
you maintain a detailed catalog of your
products and Google will match them to
searches. You can, however, tell Google
which keywords you don’t want your ads to
appearfor.
Prof Manish Kumar

Youtube
ads
C
y
Since Google owns it, YouTube advertising is
done through Google Ads. You can create
video, text, or display ads that appear during
and before videos and elsewhere on the
platform. YouTube ad targeting operates
similarlytodisplaytargeting.
Prof Manish Kumar

Adwords
and
Adsense
C
y
Google AdWords enables you to create
advertisements appearing on relevant
Google search result pages and our
partnersites.
Adwordisamediabuyingchannel.
Adwords are shown on specific search
result.
AdwordsareonGoogleSERP
Google Adsense differs in that it delivers
Google Adwords ads to Individuals
websites.
Adsenseisanadvertisingsaleschannel
Adsence enables the adaption of the ad
withthepagecontent
Adsenseisshownonwebpages
Prof Manish Kumar

How the Google
Ads auction
works
C
y
Someone
searches on
Google
Pet adoption
Keyword Bidding
Unlikearegularauction
whereparticipantsbidon
products,advertisersin
theGoogleAdsauctionbid
onkeywords
Pet adoption
rescue shelter
Pet adoption near me
where can i adopt dog?
Google looks for matches.
Are any advertisers bidding on keywords
Google enters all relevant
keywords and their associated
ads into the auction
Prof Manish Kumar

How does Google
choose which ad
to show?
C
y
Quality score
U
ser Experien
c
e
R
e
l
e
vance to key
w
o
r
d
E
xpectedCT
R
Maximum Bid
Quality score
Ad Rank
Ad Rank
Quality score
Prof Manish Kumar

Ad
Rank
C
y
Prof Manish Kumar

Ad
Rank
C
y
Google suggests no more than 30 keywords per ad group, but we suggest no more than 20. For context, in an ideal Google Ads account structure you have campaigns (Search,
Display,etc.),thenadgroupswithinthosecampaigns(maxof7-10adgroupspercampaign),thenadsandkeywordswithineachadgroup.
Anidealadgroupconsistsof2-3ads(whichallgotothesamelandingpage)andthekeywordstheytarget(nomorethan20).
How many keywords should I target per ad group?
The best way to do this is to use a keyword research tool which will show you how many times that keyword is searched per month, the average cost per click on that keyword,
andhowcompetitivethatkeywordis
How do I determine which keywords to bid on?
This is the most you’re willing to pay for a click on your ad. Google multiples your Quality Score by your maximum bid to determine your Ad Rank, which then determines
whetherornotyouradwillappearontheSERP.
What is maximum bid?
Prof Manish Kumar

Ad
Rank
C
y
ForCPMbidding:IfaCPMbidisenteredintoanauctionwithCPMbidsandCPCbids,Google’seCPMtechnologyisusedtodeterminethebid(theeffective
costper1000impressionsforboththeCPMbidandtheCPCbid).
ForCPAbidding:Whenyouuseconversion-basedbiddingtohitaCPAorconversionvaluetarget,GoogledeterminesyourmaxCPCbidsforyoubasedon
historicalconversiondatatohityouroverallgoal.
How does maximum bid work with automated bidding strategies?
Broadmatch:Googlemightshowyouradforanysearchthatincludesorisrelatedtoyourkeyword.
Phrasematch:Youradcouldshowforsearchesthatincludethemeaningofyourkeyword.
Exactmatch:Youradcouldshowforsearchesthathavethesamemeaningasyourkeyword.
How do match types work?
Prof Manish Kumar

Ad
Rank
C
y
Google Ads Quality Score ranges from 1-10, but it’s not always necessary to strive for 10. In fact, many advertisers find that some of their highest performing ads
have “low” Quality Scores. Does this mean that Quality Score doesn’t matter? Of course not—it’s an ad algorithm ranking factor. But it does mean that a good
QualityScorelooksdifferentfordifferenttypesofkeywords.Here’swhattostrivefor:
Brandedkeywords:8-10
High-intentcommercialkeywords:7-9
Low-intentkeywords:7
Competitorkeywords:3+
What is a good Quality Score?
This all depends on your industry, as some are more competitive than others. According to our paid search benchmarks, the average cost per click in Google Ads
acrossallindustriesis$3.53,rangingfrom$1.40(realestate)to$8.67(legalservices).
What’s a good cost per click in Google Ads?
Prof Manish Kumar

THANKS
FOR
ATTENDING
Session
Prof Manish Kumar

Imbibe SEO Knowledge: Master the Art of Search Engine Optimization

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