What Is SEO /

Search
Engine
Optimization
?
S E A RC H E N G I N E
O P T I M I Z AT I O N
What Is SEO / Search Engine
Optimization?
SEO stands for “search engine optimization.” In simple terms, it means the
process of improving your site to increase its visibility when people search for
products or services related to your business in Google, Bing, and other search
engines. The better visibility your pages have in search results, the more likely
you are to garner attention and attract prospective and existing customers to
your business.
How does SEO work?
Search engines such as Google and Bing use bots to crawl pages on the web,
going from site to site, collecting information about those pages and putting them
in an index.

Next, algorithms analyze pages in the index, taking into account hundreds of
ranking factors or signals, to determine the order pages should appear in the
search results for a given query.
Why is SEO important for
marketing?
SEO is a fundamental part of digital marketing because
people conduct trillions of searches every year, often with commercial intent to
find information about products and services. Search is often the primary source
of digital traffic for brands and complements other marketing channels. Greater
visibility and ranking higher in search results than your competition can have a
material impact on your bottom line.

However, the search results have been evolving over the past few years to give
users more direct answers and information that is more likely to keep users on the
results page instead of driving them to other websites.

Also note, features like rich results and Knowledge Panels in the search results
can increase visibility and provide users more information about your company
directly in the results.
search engine optimization strategy can
be divided into two different categories:

1. on-page SEO
2. off-page SEO

Both are crucial to the success of an SEO

campaign
There are two main buckets that search engines look at when evaluating your site
compared to other sites on the web.

1.On-page SEO looks at what your site (or your page) is about

2.Off-page SEO looks at how authoritative and popular your site is

Simply, what you rank for is largely determined by on-page factors, while how
high you rank in the search results is largely determined by off-page factors.
What is On-Page SEO?
On-page SEO (also known as “on-site” SEO) is the act of optimizing different parts
of your website that affect your search engine rankings. Where your website
appears in search engine results pages is determined by a number of ranking
factors including site accessibility, page speed, optimized content, keywords, title
tags, etc. On-page SEO is about optimizing the stuff that you have control over
and can change on your own website.
On-page SEO
checklist:
Title Tags
Put your targeted keywords in the title tag of each page on your site. There are
many best practices that go into writing an effective title tag.
•Limit your title tags to 55-60 characters (including spaces)

•Push the keyword closer to the beginning of the title (ONLY if it sounds natural)

•Don’t stuff your keywords

•Include brand at the end of the title tag, separated by a pipe bar (|)
Example: “Chicago SEO | Digital Third Coast”
Headings (H1)
Headings are usually the largest words on the page, and for that reason, search
engines give them a little more weight than your other page copy. It is a good
idea to work your target keywords into the headings of each web page but make
sure you accurately reflect your page’s great content.

Make sure your H1s limited to one per page, all other headers are H2 or H3
URL structure
Put keywords into your URLs if possible.
•Label your directories and folders in a way that makes sense for users

•Don’t repeat keywords in your URL more than once. Keywords are
helpful, but overdoing it effects user experience.
Example: /best-socks-comparison-best-socks-best-socks?
•Keep URLs as short as possible
Alt text for images
Any content management system should allow you to add something called “alt text” to
all images on your website. This text isn’t visible to the average visitor – alt text is in fact
used by screen reader software to help blind internet users understand the content of
your images. Search engines crawl images in a similar way, so inserting some relevant
keywords while accurately describing the image will help search engines understand your
page’s content.

Writing an alt attribute for each image keeps your website in compliance with WCAG (Web
Content Accessibility Guidelines). Keep the following things in mind when writing alt text:
• Thoroughly describe the image in 8-10 words

• Include your targeted keyword where it sounds most natural

• Include, if relevant, a geo-locator (e.g., Chicago)

Fast-loading pages, or page
load speed
Google wants to help its users find what they’re looking for as quickly as possible to
provide the best user experience. Therefore, optimizing your pages to load faster helps
your site rank higher in the search results.

Google has a tool called PageSpeed Insights that will analyze your site on both mobile and
desktop. and then suggest tips to optimize page speed.

Key site speed factors to consider:

•Having image sizes under 100kb (.jpg, .png, .gi
• Minimizing HTTP requests
•Placing all CSS in an external style sheet
• Making sure server response time is <200ms
•Minifying all JS, CSS and HTML
• Setting browser caching to at least a week or longer
•Prioritizing above the fold content loading
• Enabling Gzip compression
Mobile Friendliness
Google has prioritized mobile page loading speed as a key ranking metric.

How do you know if your website is mobile-friendly? You can plug in the site’s URL
into this test, and Google will tell you how friendly the website is based on its
current algorithm.

Beyond mobile page load, website design needs to factor in the mobile user
experience. One way to check and optimize website layout for mobile is to
generate a Mobile Usability Report which identifies any issues your website may
have.
Page content
The content on your pages needs to be useful to people. If they search for
something too specific to find your page, they need to be able to find what
they’re looking for. It needs to be easy to read and provide value to the end user.
Google has various ways to measure if your content is useful.
•Aim for at least 500 words of copy. Although there is no exact formula for how
many words a page should have, Google seems to prefer when a page has a lot of
great content surrounding your targeted keywords
•Copy must be unique to each page, not duplicated from other pages on your site,
and should directly address your visitors’ search queries
•Push the keyword closer to the beginning of the title, but ONLY if it sounds natural
Internal Linking
Linking internally to other pages on your website is useful to visitors and it is also
useful to search engines.
Schema Markup
Adding structured data helps Google better understand the content of a page.
Google also uses certain types of structured data to display “rich results” in SERPs
such as a recipe with start ratings or step-by-step instructions with an image
carousel. These rich results often appear at or near the top of SERPs and
generally have higher click-through-rates than normal organic listings.
Social Tags
Having your content shared on social tells Google that people find your content
relevant, helpful and reputable.
•Make sure you have Open Graph tags and Twitter Cards installed

•Make it easy with “tweet this quote” links, or social share buttons for each post
Page Experience
Google is working on a new ranking signal (likely to come out in 2021) that
prioritizes websites with positive user experiences.

The ‘page experience signal’ will consist of Core Web Vitals, plus mobile-
friendliness, safe-browsing, HTTPS security, and intrusive interstitial guidelines.

According to Google, “optimizing for these factors makes the web more delightful
for users across all web browsers and surfaces, and helps sites evolve towards
user expectations on mobile. We believe this will contribute to business success
on the web as users grow more engaged and can transact with less friction.”
Off-page SEO
Off-page SEO refers to all the activities that take place outside your website to
raise your site’s rankings.

That could well be a backlink. It could also mean increased social media
engagement or branded searches.
how does that help your rank in
search engines?
Basically, it tells search engines like Google how others
feel about your website. The more (quality) links and
comments pointing back to your site, the more likely
Google is to assume it’s a quality site and therefore,
rank it higher.
Why is it Important?
It helps improve your rank in the search engine results pages (SERPs).

Beyond that, it also builds brand-name awareness.

1. Social Marketing Sites
2. Blogging
3. Blog Marketing
4. Forum Marketing
5. Search Engine Submission
6. Directory Submission
7. Social Bookmarking
8. Link Baiting
9. Photo Sharing
10.Video Marketing
11.Business Reviews
12.Local Listing
13.Article Submission
14.Social Shopping Network
15.Question Answer. etc…..
On Page Vs. Off page SEO
On Page SEO Off Page SEO
On page Seo includes providing good content, good
Off page Seo includes link building, increasing link
keyword selection, putting keyword on correct places,
popularity, search engine, link exchange etc.
giving appropriate title for every pages etc.

In on page seo we will analyze complete website. In off page seo we will promote the website.

In on page seo we will use internal linking. In off page seo we will use direct linking.

•Technique which are used in on page seo..Publish

•Technique which are used in off page seo..Influencer
high-quality content.
Outreach.
•Optimize page titles and meta descriptions.
•Contribute as Guest Author.
•Optimize page content.
•Social Media Engagement.
•Headings and content formatting.
•Social Bookmarking Sites.
•SEO Images and other multimedia elements.
•Forum Submission.
•URL optimization.
•Blog Directory Submission.
•Internal links.
•Article Submission
•External links.

According to the MOZwebsite owners spend about

While on off page it only 30% activity
70% of time on on page activity

On-page SEO looks at what your site is about Off-page SEO looks at how popular your site is