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2. Things to be Covered
• What is SEO?
• Understanding SERP(Search Engine Results Page)
• Keyword Research/Planning
• Some Keyword Research Tools
• Types of Keywords
• Types of SEO
a).On-Page SEO
b).Off-Page SEO
c).On-Site SEO
• Local SEO
• Google Algorithm and Updates
• Some SEO Tools

3. What is SEO?
Search Engine Optimization (SEO) is the process of
improving the visibility of a website in search engines.
In general, the more frequently a site appears in the
search results list, the more visitors it will receive from
the search engine's users.

4. Understanding SERP
Keyword (Searched Term)
Paid Results (Ads)
Map Results (Local Business)

5. Understanding SERP
Organic Results (Free)
Video Carousel (YouTube)

6. Keyword Research
Keyword (Searched Term)
Keywords are the words or phrases that a user types in a
search engine’s (like Google, Bing etc.) search box, in
order to get any information. They are also known as
search queries.

7. Keyword Research
Three Important Things to Consider
1. Search Count: The keywords that people most commonly use in their
search queries.
2. Cost: Whether these people are likely to spend money.
3. Competition: Whether there is strong competition for the keywords
being targeted.

8. Keyword Research Process
Define all the Keywords
Refine the list (Prioritize)
Choose Best Keywords (on the basis of relevance, search
count & competition)
Integrate the selected Keywords onto your Website

9. Some Keyword Research Tools

10. Types of Keywords
1. Long-Tail Keywords (more than 3 words)
2. Short-Tail Keywords (3 or less words)
3. Short-Term Keywords (Fresh Keywords)
4. Long-Term Keywords (Evergreen Keywords)
5. Product Specific Keywords
6. Location Specific Keywords (Geo-Targeting Keywords)

11. Long-Tail Keywords (more than 3 Words)
They have a much lower search volume compared to a short-tail
keyword. But they make it up by being much less competitive.

12. Short-Tail Keywords (3 or less words)
They have a much higher search volume compared to a long-tail
keyword. They are highly competitive.

13. Short-Term Fresh Keywords
They are something that has occurred recently OR is about to occur.
Their trend rises so fast for a limited period of time and then it goes
down.

14. Long-Term Evergreen Keywords
They are relevant all the time. Their search volume might fluctuate a
bit but, no major changes or drop downs.

15. Product Specific Keywords
These are the terms used for Purchasing purposes. In this, customers
are actually looking for a specific details like, pricing, specs etc. of a
particular Product just before placing the order.

16. Location Specific Keywords
In this, we target a specific City, State or Country. These are mainly for
Local Businesses where we want to attract the Customers from the
Local Area only.

17. Types of SEO
On-Page SEO Off-Page SEO
Title (Up to 67 Char.)
Description (Up to 156 Char.)
SEO Friendly URL
Heading Tags (H1 to H6)
Content (Text, Image, Media etc.)
Interlinking
Alt-text (Image Optimization)
Canonical Tag
Content Marketing
•Guest Blogging
•Article Submission
•Web 2.0
Business Listing (Citations)
Blog Commenting
Social Sharing (Reddit, Scoop.it)
Classified Ads
On-Site SEO
UI/UX (User-friendly)
Speed Optimization
Mobile Friendliness
Robots.txt File
Sitemaps
Google Analytics & Google
Webmasters Setup
Social Links

18. On-Page SEO
SEO-Friendly URL
Title
DescriptionSite-links

19. On-Page SEO
H1 Tag
(Keyword)
Content
Inter-Linking
Keyword in Intro Paragraph

20. On-Page SEO
PPT (Slides)

21. On-Page SEO
PDF
Video

22. Content Writing Process
Identify your Audience
Find the Keywords
Write a Unique and Quality Content
Define the Topic
Optimize and Publish

23. Optimizing the Content (for SEO)
Use your primary keyword in the page title
Use the most important keywords higher up in the
Body (Prominence)
Study competitor’s Website (On-Page)
Use keyword variations in your article

24. On-Site SEO
Mobile-Friendly
(Better Rankings)
Not Mobile-Friendly
(Poor Rankings)

25. On-Site SEO

26. On-Site SEO
XML Sitemaps: an XML file that lists the URLs for a site. This
allows search engines to crawl the site more efficiently

27. On-Site SEO
Robots.txt File: also called Robots exclusion protocol. It is a
Text file that tells Search Engines which pages on your website
to Crawl or not to Crawl.
Responsive Design: is
about using HTML & CSS
to automatically resize,
hide, shrink, or enlarge,
a website, to make it
look good on all devices.

28. Local SEO
Local SEO: is an
effective way to
market local business
online, as it helps
businesses promote
their products &
services to local
customers at the exact
time they're looking
for them online.

29. Importance of NAP Consistency
NAP Consistency is critical for
businesses to rank well in the
Map Results, because search
engines take data into account
when determining which
Businesses to show for geo-
targeted searches.

30. Citations

31. Google Algorithm Updates (Major)

32. Google Algorithm Updates (Major)

33. Other Google Updates
EMD (Exact Match Domain): First launch Sep 2012
a “small” algorithm change that will “reduce low-quality ‘exact-match’
domains” from showing up so highly in the search results. Exact match
domains mean domains that match exactly for the search query. For example,
if I sold blue widgets and owned the domain name www.bluewidgets.com,
that would be an exact match domain.
Site-Diversity Update: First launch June 2019
Google will aim to show no more than two results from the same domain for
a particular query in the top results.
Featured Snippet De-Duping: First launch Jan 2020
Google announced that URLs in Featured Snippets would no longer be
appearing as traditional organic results.

34. Some Popular SEO Tools