SEO is why you find exactly what you're looking

for when you turn to Google for a step-by-step

guide to fixing your unfortunately-timed flat tire.

The purpose of a search engine is to extract

What is a requested information from the huge database of
resources available on the internet.
Search Search engines become an important day-to-
Engine? day tool for finding the required information
without knowing where exactly it is stored.

Search engines examples include Google,

Bing and Yahoo!
How search
engines work?
SEO works by optimizing a website's content,
conducting keyword research, and earning inbound
links to increase that content’s ranking and the
website’s visibility.
While you can generally see results take effect on the
Search Engine Results Pages (SERP) once the
webpage has been crawled and indexed by a search
engine, SEO efforts can take months to fully
materialize.
Rankings
• This is what search engines use to determine where to place
a particular web page in the SERP. Rankings start at position
number and a web page can rank for one position at a time.
As time passes, a web page’s ranking might change due to
age, competition in the SERP, or algorithm changes by the
search engine itself.
Visibility
• This term describes how prominent a particular domain is in
the search engine results. Lower search visibility occurs
when a domain isn’t visible for many relevant search queries
whereas with higher search visibility, the opposite is true.
 How do Search Engines know
how to rank a page?
To deliver the right information to users, search engines analyze five main
factors:
• The meaning behind someone's query, which is their most likely intent
for starting a search, and how that intent matches the most helpful
content.
• Relevancy between the search query and the content on a page, and
search engines assess it by various factors like topic or keywords.
• Quality of content, which uses the E-E-A-T (next slide) 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.
• Context, which relies on a searcher's past behavior and settings like
location.
E-E-A-T Guidelines by Google

Experience: You have personal

Expertise: You’re a subject
experience with the content you
matter expert.
write about.

Authoritativeness: Others see

Trustworthiness: Your website
you as a source of authority, like
and its content are credible and
other sites linking to your site
current.
and vouching for your credibility.
The simplest way to answer this question is that content that ranks well
– that satisfies the E-E-A-T part of Google’s Search Quality Rater
Guidelines – meets the following parameters:

• It’s helpful content.

• Experts created it.
• It’s posted on an authoritative site.
• It’s trustworthy.
• It sees regular updates.
On-page SEO and off-page SEO
• On-page SEO and off-page SEO are two fundamental aspects of
search engine optimization (SEO), a set of practices aimed at
improving a website's visibility in search engine results.
• Both on-page and off-page SEO are essential for a well-rounded
SEO strategy. While on-page SEO ensures that a website's individual
pages are optimized for search engines, off-page SEO focuses on
building the website's credibility and authority through external
factors.
On-Page SEO
On-page SEO refers to the optimization strategies and techniques that are implemented directly on the web pages of a website.
• Key Elements:
• Content Optimization: Creating high-quality, relevant, and valuable content that includes targeted keywords.
• Keyword Optimization: Ensuring that relevant keywords are strategically placed in the page's title, headings, meta tags, and
throughout the content.
• Meta Tags: Writing compelling meta titles and meta descriptions that accurately describe the content and include relevant
keywords.
• URL Structure: Creating clean and user-friendly URLs that incorporate keywords and are easy to understand.
• Header Tags: Using header tags (H1, H2, etc.) to structure content and emphasize important sections.
• Images and Alt Tags: Optimizing images with descriptive file names and using alt tags to provide text descriptions.
• Internal Linking: Connecting relevant pages within the website through internal links.
• Page Speed: Ensuring that web pages load quickly, as page speed is a factor in search engine rankings.
• Mobile Optimization: Making sure the website is mobile-friendly and responsive.
Off-page SEO
Off-page SEO focuses on increasing the authority of your domain through the act of getting links from
other websites.
• Backlink Building: Acquiring high-quality backlinks from reputable and relevant websites. Backlinks are
crucial for search engines to assess the authority and relevance of a site. This is also known as inbound
links.
• Social Media Marketing: Utilizing social media platforms to promote content, engage with the
audience, and increase brand visibility.
• Influencer Marketing: Collaborating with influencers or thought leaders in the industry to gain
exposure and build credibility.
• Online Reputation Management: Monitoring and managing online reviews and mentions to maintain a
positive online reputation.
• Guest Blogging and Posting: Writing and publishing content on other websites to build authority and
gain backlinks.
Links
• https://www.webnots.com/what-are-different-types-of-search-engine
s/
• https://blog.hubspot.com/marketing/seo#:~:text=How%20Does%20S
EO%20Work%3F,ranking%20and%20the%20website's%20visibility
• https://www.semrush.com/blog/importance-of-seo/
• https://aicontentfy.com/en/blog/importance-of-seo-in-content-creati
on#:~:text=In%20summary%2C%20SEO%20is%20important,in%20you
r%20industry%20or%20niche
Keyword research and usage
Short-tail Keywords Long-tail Keywords

• Short, general keywords consisting of • More specific keyword phrases, usually

1-2 words. Example: "shoes” 3 or more words, targeting a niche
audience. Example: "best running shoes
• Characteristics: High search volume, for flat feet women”
High competition, Low conversion
• Characteristics: Lower search volume,
rates (due to broad search intent) Lower competition, Higher conversion
• Use Case: Ideal for general awareness rates (due to specific intent)
or wide-reaching campaigns, but may • Use Case: Best for targeting specific
not yield highly targeted results. user queries and improving conversions
by catering to niche audiences.
 Keyword Comparison Table:

Keyword Type Example Search Volume Competition Conversion Rate Search Intent

Short-tail Keywords "shoes" Very High High Low Broad, Informational

Short-tail Keywords "running shoes" High High Low Broad, Informational

"best running shoes Transactional,

Long-tail Keywords for women" Medium Medium Medium Informational

"best running shoes

Long-tail Keywords for flat feet women" Low Low High Highly Transactional

"affordable
Long-tail Keywords waterproof running Low Low Very High Transactional
shoes"
 Keyword Usage: On-page SEO Elements:

Title Tag: Include primary keywords

in the page title, ideally at the • Example: “Best Running Shoes for Women | 2024 Guide”
beginning.

Meta Description: Summarize the • Example: “Discover the top 10 best running shoes for
content with primary and secondary
keywords.
women. Expert reviews and buying tips.”

URL Structure: Keep it short and • Example: “/best-running-shoes-women”

keyword-focused.

Headers (H1, H2, H3): Place • Example H1: “Best Running Shoes for Women”
keywords in headers to improve • Example H2: “Features to Look for in Running Shoes”
scannability and SEO.
 Keyword Usage

• Natural Integration: Use keywords naturally within the body

text. Aim for readability and coherence.
Body Content: • Keyword Density: Avoid overstuffing. Maintain a 1-2%
keyword density to avoid penalties from search engines.

Avoiding • Definition: Overusing keywords unnaturally to manipulate

search rankings, which can lead to penalties.
Keyword • Best Practice: Focus on quality and relevancy over sheer

Stuffing: repetition. Always write for users first, not search engines.
Writing SEO-friendly Headlines

Content:

Incorporate Primary Keyword:

• Definition: Use the main keyword for which you want the page to rank within the headline.
• Best Practices:
• Place the keyword within the first 60 characters to ensure it's fully visible in search engine
results.
• Avoid stuffing the headline with multiple keywords as it can hurt readability and ranking.
• Example:
• Not optimized: "Check Out Our Latest Running Shoes Collection"
• Optimized: "Best Running Shoes for Women: Top Picks for Comfort & Performance"
Writing SEO-friendly Headlines
Make it Compelling:

Incorporate Primary Keyword:

• Use Power Words: Words that evoke emotions or encourage action, such as "best,"
"free," "ultimate," "easy."
• Incorporate Numbers: Headlines with numbers often perform better (e.g., "Top 5 Tips
for...").
• Ask Questions: Poses a question to spark curiosity (e.g., "What Are the Best Shoes for
Running?")
• Example:
• Not compelling: "Running Shoes for Women"
• Compelling: "Top 10 Best Running Shoes for Women in 2024”
Writing SEO-friendly Headlines
Maintain Clarity and Relevance:

Incorporate Primary Keyword:

• Align with User Intent: Ensure the headline addresses the user’s needs, such as
solving a problem, answering a question, or providing useful information.
• Be Specific and Honest: Avoid clickbait; your headline should deliver on the
promise of the content.
• Example:
• Not relevant: "Learn More About Shoes"
• Relevant: "Best Shoes for Flat Feet: Expert Recommendations"