SEO

PRESENATATION
IDCM

Presentation By
MOHIT MANDELIA
 CONTENT

Introduction to Search Introduction to SEO On-Page SEO

Engine

Off-Page SEO Local SEO Technical SEO

INTRODUCTION
SEARCH ENGINE
A search engine is a software program that
helps people find the information they are
looking for online using keywords or phrases.
Search results refer to the list created by
search engines in response to a query.

Few Examples of Search Engines- Google,

Bing, Duck Duck Go & Yarndex.
 HOW DOES SEARCH ENGINE WORKS ?

CRAWLING INDEXING

SHOWING
RESULTS
ON SERP
 CRAWLING
A SOFTWARE / PROGRAM KNOWN AS CRAWLER /
SPIDER CRAWLS THE WEBPAGES ON THE WEBSITE
AND GATHER ALL THE INFORMATION PRESENT
THERE.

INDEXING
GOOGLE GO THROUGH ALL THE INFORMATION
AND CATEGORIZESIT. THEN, IT STORES ALL THE
APPROPRIATE INFORMATION ON ITS DATABSE.

SERP
THEREAFTER, UPON ANY SERACH RELATED TO
PRODUCTS; SERVICES OR ANY TOPIC, IT DELIVERS
THE RELEVANT DETAILS ON IT‘S SEARCH ENGINE
RESULTS PAGE.
 GOOGLE ALGORITHMS
UPDATE
PANDA (Feb 2011) PENGUIN (April 2012) RANK BRAIN (Oct 2015)
Reduce the no. of low Prevents from keyword Deliver relevant results.
quality websites on SERP. stuffing & many baclinking.

etc...,
INTRODUCTION
SEO
It stands for Search Engine Optimization.

In simple terms, it is the process of improving

your website to increase its visibility on diffrent
search engines, whenever people search for
products; services or any information on topics.
 TYPES OF

On-Page SEO Off-Page SEO Technical SEO

Focused on Content. Focused on Ranking. Focused on Performance.

Local SEO
Focused on local Search
Results.
ON-PAGE SEO
It refers to focus on ranking while
optimising the part of your Own Website
you control like- context, HTML, Title of
Page, URL, etc

It includes optimization of Title Tags

(Meta Title), Meta Description, Internal
Links, URLs, Image, Blogs & Keywords.
WHAT DO WE DO EXACTLY?
META-TITLE META-DESCRIPTION

It is an HTML element that It is a description of what your

specifies the title of a web page. website is all about.
It will be visible on SERP as a It will be visible on SERP as a
part of “Search Snippet” and it part of “Search Snippet” and
should not be more than 60 should not be more than 160
characters. characters.
It should include your primary It should include appropriate
keyword. keywords.
WHAT DO WE DO EXACTLY?
HTML TAGS
URL

URL is one of the first things users H1 tag is always used for the title of the
see on a search results page. If it is page/blog. (Automatic)
structured correctly you'll notice a H2 tags are used for Headings (in the body
higher CTR (click-through rate). part).
The proper URL structure is H3 tags serve as subheadings. It's essential to
important so that an user can keep in mind that no text should immediately
identify what actually is present on follow a sub-heading with H3 tags.
website. When tagging headings, ensure that the fonts
It should have keywords. are not BOLD.
WHAT DO WE DO EXACTLY?
CONTENT Images

Content should be your first priority

Download images from any website and
when thinking about SEO. Quality
save it using specific keywords.
content is how you engage, inform,
Upload them in WEBP format, not
support and delight your audiences.
JPEG/PNG.
Make it unique and prevent from
Use 'Center' alignment and 'Full Size' for
using any plagiarised content.
display.
It should not be less than 300
Add “ALT Text” with SEO focused keyword.
words.
WHAT DO WE DO EXACTLY?
INTERNAL LINKS Canonical Tag

A hyperlink that points to another It tells Search Engine that a specific URL
page of the same website / domain. represents the master copy of a page.
Search Engine / Users use these E.g- When someone typically creates
links to find content on your separate websites for their mobile and
website. desktop platforms but with identical
Search Engine also uses these links content, it's necessary to use a Canonical
to navigate the site. tag to avoid issues of plagiarism.
WHAT DO WE DO EXACTLY?
RESPONSIVE DESIGN Keywords & Keywords
Density

Web design that automatically Keyword is define as user search term.

adjust for different screen sizes. In SEO, these are the words or phrases
It is especially important that your users type into a search engine,
website is responsive if a large commonly referred to as "search
proportion of your audience use queries."
devices other than a computer to Keyword density is the number of times a
view your website, as it offers the keyword is used in a content. Ideally it
best experience to these users. should be 1-2 %.
WHAT DO WE DO EXACTLY?
OPEN GRAPH
META TAG

These are snippets of code that controls how

URLs are displayed when shared on Social
Media. It is a part of Facebook's open graph
protocol and is also used by other social media
sites like Linkedin, Twitters.
When someone shares a link over any social
media site then the link that is sent with a
desired image is called Open Graph Meta Tag.
TYPES OF KEYWORDS
LONG TAIL KEYWORDS- These types of keywords have multiple
keywords attached to them and are very accurate in terms of the
information a user is trying to search. (Example- “Best digital
marketing institute”.)
SHORT TAIL KEYWORDS- These are the keywords that consist of One
/ Two words and are difficult keywords to rank. (Example- Digital
Marketing)
BRANDED KEYWORDS- These are the keywords that are brand
oriented. (Example- Kazo Crop Tops.)
GEO TARGETED KEYWORDS- These are the keywords that are based
on the locations. (Example- Best digital marketing agency in Kolkata)
Latent Semantic Indexing (LSI)- Words/phrases that are
conceptually related to a Target Keyword.
(Ex- Keyword: Digital Marketing
LSI: Social Media Marketing, Internet Marketing, Online Marketing.)
OFF-PAGE SEO
Optimization done outside the website.
It mainly focus on ranking factors.
It is mostly about Link Building, which
improves the authority & trust for the
website on Search Engines.
It helps to maximize the website visibility
& performance on Search Engine.
 LINK BUILDING
The process of getting other websites to link to pages on your website. It’s purpose is to
boost the authority of your website so that the pages rank higher & bring more search traffic.

Internal Link- A hyperlink that directs to another page on the same website
or domain.

External Link- It is also known as Outbound link. It is a hyperlink that directs

the users to a URL outside of your website.

Backlinks- It is also known as Inbound link / Incoming link. It is a hyperlink

from another website to your website.
 Ways:- Types:-

Free Classified Submission

Bookmark Submission.
Article Submission.
Business Listings.
Question & Answers Sites.
Guests Posting.
Comment Links.
Image Submission.
Video Submission.
PPT / PDF Submission.
Web 2.0 Sites.
 ANCHOR TEXT:
“On text” where we do “internal linking”, we call that text as
“Anchor Text”.
It is a clickable text within a hyperlink, guiding users to specific web
pages or resources.
In backlinking, websites are linked to another website / page
through an Anchor Text.

TYPES OF ANCHOR TEXT:

Exact Match = Key-phrase (E.g. Digital Marketing Courses, Digital Marketing Training.)
Phrase= +Key Phrases+ (E.g. Best Digital Marketing Course. : When we put
any word before/after our key phrase.)
Brand=(E.g. IDCM, Institute of Digital & Content Marketing, IDCM
Kolkata.)
URL= Complete URL is my anchor text.
Others= Learn More, Visit my website…Etc
ANCHOR TEXT DISTRIBUTION:
 DOMAIN AUTHORITY (DA):
It is a Search Engine Ranking Score developed by Moz that predicts how likely a website is to
rank in SERP. DA scores range from 1 to 100, with higher scores corresponding to greater
likelihood of ranking.

PAGE AUTHORITY (PA):

It is a Search Engine Ranking Score developed by Moz that predicts how well a specific
page will rank on SERP. PA scores range from 1 to 100, with higher scores
corresponding to greater ability to rank.
It is a term used in the SEO world to refer
to the value or equity passed from one
page or site to another.
LINK JUICE
This value is passed through hyperlinks.
Search Engines see these links as votes by
other websites that your page is valuable
and worth promoting.
 How to choose the flow of Link Juice?
Firstly, it's important to understand the
concepts of "Do-follow links" and "No-follow
links".
By default, any link we create is a "Do-follow"
link. A Do-follow link directs link juice or value
to the linked website.
However, we also have the option to designate
a link as a "No-follow" link, which means we
choose not to pass on the link juice. In this
case, users and search engines will still be
directed to the destination page, but no link
juice will be transferred.
 DO NOT FORGET TO KEEP A CHECK ON
YOUR COMPETITORS !
Competitor Analysis SEO wise :- An SEO competitor analysis (sometimes referred to as competitive analysis) is
the process of researching your direct search competitors to understand their target keywords, content
strategy, backlinks profile and more for the purpose of reverse engineering the most successful elements of
their tactics into your own SEO strategy.
Instead of guessing which keywords to target, which content to create or which links to build, you can research
your competitors, analyse what is already working for them, and build upon that success.

TOOLS NEEDED FOR

COMPETITOR ANALYSIS:
BACKLINKS ANALYSIS (BACKLINK CHECKER
BY AHREFS.)
CONTENT STRATEGIES (SEMRUSH)
KEYWORD GAP ANALYSIS (SEMRUSH)
TECHNICAL SEO
The technical configuration we do in our
website to make sure that the website
meets all technical requirements of
search engine.
The goal is to improve the organic ranking.

It includes- Robots.txt, Sitemaps,

Redirecting Pages & Schema Mark-
up.
 SITEMAPS:
A sitemap is a website file that lists the pages and provides them with extra information
about your content. It is important for SEO because they can help search engines find your
new & updated pages more efficiently.
 TYPES OF SITEMAPS:
HTML Sitemap XML Sitemap
A file that lists links of every page of your A file that lists links of every page of your
website. website, making sure search engine can
This is designed to make navigation find & crawl.
easier. It helps search engine to discover all the
It is for the visitors. pages & gear up the process of Indexing.
URL display- abc.com/sitemap.html It is for Search Engines.
URL display- abc.com/sitemap.xml
STEPS FOR GETTING XML SITEMAPS ON WP-WEBSITE:
Go to Yoast SEO on the “wp-admin” page.
Then click on “Settings”
Then click on “Site Features” & then go to XML Sitemaps.

STEPS FOR INDEXING THERE AFTER:

Go to Google Search Console Tool & Go to “URL Prefix”
Copy & Paste your Website URL there. Thereafter, Copy the “HTML Tag” from there.
Go to the WP-Admin Page of your website & Install New Plugin- Tracking Code Manager & Activate it.
Go to settings of that plugin and click on “Add new tracking code”.
Paste that HTML Tag Code here and select “Before </HEAD>”
Put a tick on “Standard code tracking in your wordpress.”
Put a tick on “In the whole website (pages, post and archives).” & Then, click on save.
Return to the “Google Search Console Tool” and initiate the verification process by clicking on
"Verify".
 Robots.txt
A single text file that applies to the entire site within the domain’s root directory and tells
Search Engines which page is to crawl.
This is achieved by specifying whether to "allow" or "disallow" the crawler from accessing
certain parts of the website.
How to put Robots.txt on WP-Website?
1.Go to YOAST SEO on the “wp-admin” page. 2.Select Tools.
3.Go to, “File Editor” 4.Go to robots.txt
5.And enter the code shown above.

Types :
Do-follow & No-index. No-follow & Do-index.
Do-follow & Do-index. No-follow & No-index.
 What is Redirection?
It is a way to send both users & search engines to a different URL from the one they
originally requested. (Most commonly used Redirect Codes are- 301, 302)

When do we do Redirection?
The URL is broken or it does not work.
The webpage / site is no longer active.
You have a new webpage / site that you want people to visit instead of the old one.
You’re A/B testing a new webpage in terms of design or functionality.
You’re fixing a webpage and you want to temporarily make a detour for your users for
continual website experience.
 LOCAL SEO
It is an optimization strategy aimed at
enhancing your business's visibility in local
search results on search engines.

Elements of Local SEO

Local keywords research.
Optimize Google Business profile.
Create local relevant content.
 It refers to the practice of optimizing websites

WHITE HAT SEO: using ethical methods and strategies that comply
with search engine guidelines and rules.

It refers to the use of aggressive and unethical

BLACK HAT SEO:

techniques to manipulate search engine rankings,
often in violation of search engine guidelines and
rules.

Grey Hat SEO blends both Black Hat and White Hat

GREY HAT SEO: techniques, with a higher adherence to White Hat

practices and minimal use of Black Hat tactics.
Online Reputation Management
(ORM):
It is the process of monitoring, influencing & improving an individual’s or a business’s
reputation on the internet.

Reputation Repair Process:

Never ignore any negative comment about your business. Reply politely at the earliest.
Content Marketing.
Aggressive SEO.
Quality content, leveraging key online platforms, engaging with industry leaders
(influencers) individuals and business.
Always look for positive (past/present) things that can be shown to repair the reputation.
 IMPORTANT SEO TERMS:
Schema Markup
It is a code in a form of structured data
that communicates the meaning of your
page, elements and how users should see
it to the searching tool and in a language
the search engine can understand.
It provides specific details about
webpage content, allowing search engine
to display richer and more informative
search result for users.
 Breadcrumb:
It is a small text path located at the top
of the page indicating where the user is
on the site.

Core Web Vitals:

It is a set of standardised metrics from Google that help developers understand how
users experience a web page.

Three “Core Web Vitals” are-

Largest Contentful Paint (LCP) - [Focuses on Page Loading Speed - 2.5 to 4 sec]
Interaction to Next Paint (INP) - [Focuses on Ease of Interaction - 100 to 200 msec]
Cumulative Layout Shift (CLS) - [Focuses on Visual Stability - 0.1 to 0.2]
 Brokenlinks:
It is also known as a deadlink. It is a hyperlink on a webpage that no longer works because
the destination page has been moved, deleted or renamed. When a user clicks on a
broken link, they are usually redirected to an error page 404, which can negatively
impact user experience & SEO.

Accelerated Mobile Pages (AMP):

With AMP, it is possible to create simple mobile websites that load almost instantly. But
SEO wise, we do not do AMP websites as this website is only for “Mobile”.
 SEO Tools:
Google Search
Yoast SEO
Console
It is a WordPress tool for On-Page SEO. It is a free tool provided by Google that
It offers fundamental features to initiate assists in monitoring and managing a
SEO efforts, including performance website's visibility and performance in
evaluation, readability assessment, and SERPs.
improvement suggestions.It helps the It provides reports on performance
site perform better in future. metrics such as crawling statistics,
It aids in enhancing future site indexing status, discovery of pages, and
performance. total search clicks, among other valuable
insights.
 SEMRUSH
Semrush is a comprehensive tool designed to enhance online visibility and provide
marketing insights. It facilitates SEO audits, keyword research, backlink tracking,
competitive analysis, and more, ultimately contributing to overall SEO improvement.
WordPress Plugins that we might use:
Elementor
Spectra
Yoast SEO
Astra- Starter Templates
Smart Custom 404 Error Page- (For Custom made 404 error Page)
StarBox- (For writing Author Profile)
Tracking Code Manager- (To enter code in header)
THANK
YOU!