Search Engine Optimization Overview

SEO: Search Engine Optimization

• Google is the overwhelmingly dominant general online search engine, capturing around 81% of all US desktop search queries and 94% on mobile (CNBC.com).
• Google's desktop market share in September 2020 was 81.54%, and its mobile market share was 94.92% (StatCounter).
• Google holds a 95.47% market share in India, dominating the global search engine market over competitors like Yahoo, Bing, Yandex, and Baidu (Statista).

Dominance of Google

• Google's search dominance is a key factor in SEO strategies.

Search Engine Marketing (SEM)

• SEM is a form of internet marketing aimed at increasing website visibility in search engine results pages (SERPs).
• SEM techniques include search engine optimization (unpaid content), search advertising, paid placement, contextual advertising, and paid inclusion.

SEO

• Search Engine Optimization (SEO) is the practice of refining websites using on-page and off-page techniques to improve search engine rankings.
• The goal of SEO is to rank highly in search engine result pages (SERPs).

Players in SEO

• Consumers, website owners, and search engines are key players in the SEO process.

Search Engine Results Page (SERP)

• A SERP is the page displayed by a search engine after a user enters a query.
• SERPs contain organic listings and paid content.
• Search engines utilize computer programs and algorithms to generate SERPs, aiming to answer user queries.

Search Engine Algorithms

• Search engine algorithms are constantly evolving to accommodate consumer preferences and expectations.
• Algorithms assess site quality and relevance, prioritizing important sites and de-prioritizing sites that don't meet criteria, ultimately affecting the ranking and placement of sites in the SERPs.
• Each search engine has its unique algorithm and may produce different results for the same user.

Search Engines

• Search engines use crawlers (spiders) to scan and collect data from websites on the World Wide Web (WWW).
• The data collected is indexed and categorized for relevance to enable quick retrieval.
• Resultant documents are then ranked using various algorithms.

SEO Process

• SEO involves analyzing goals, optimizing on-page and off-page elements, and analyzing performance.
• On-page optimization: Includes setting goals, keywords, content, meta tags, and website structure.
• Off-page optimization: Includes link building, content marketing, and social linking.
• Analysis: Involves analysis tools, performance reviews, and evaluating overall effectiveness.

SEO Goals

• The ultimate goal is to achieve a top ranking in SERPs for a given website.
• Key performance indicators (KPIs) to measure progress include organic traffic, visitor numbers, click-through rates, and downloads.

On-Page Optimization

• Keyword research is crucial for on-page optimization.
• Keywords should be incorporated into website content and metadata naturally.
• Relevant keywords are vital for websites targeting specific subject areas, such as "freelance photographer" or "affordable wedding photographer".

Search Process and Keywords

• Search terms are commonly used phrases entered into search engines to find specific information.
• Long-tail keywords (phrases containing three or more words) typically have lower search volume but higher relevancy, making them beneficial for niche targeting.

Keyword Research

• Keyword research discovers keywords people use to search for products or services.
• Keyword research involves both offline and online strategies.

SEO Keyword Selection

• Selection criteria for keywords includes low competition, high search volume and popularity, and relevance to the business.
• Keyword seasonality, as tracked by Google Trends, should be considered.

SEO Tools

• Google Trends, Google Ad Keyword Planner, Ubersuggest, and SEMrush are useful keyword research tools.

On-Page Optimization Process

• Website structure is crucial for SEO and user experience.
• A proper hierarchical structure for webpages helps consumers navigate and ensures easy understanding of the site and leads to conversions.
• Bounce rates from web pages need to be addressed and tracked and are seen by Google as indications of user satisfaction, as high bounce rates can have a negative impact on site ranking.

Typical Site Structure

• A well-structured website with clear hierarchy (e.g., Kim's Restaurant with Menu, Locations, Catering, About) is crucial.

Up-to-Date Content

• Websites with up-to-date, relevant, and unique content perform better in search results.
• Incorporating multimedia elements (photos, videos, and slides) improves content quality, freshness, and appeal to readers.

User Experience (UX)

• User experience is paramount in modern website design.
• Websites must be simple to navigate, load rapidly, and provide useful information, all of which increase user satisfaction.

Page Load Time

• Fast loading times are a major factor in page abandonment to help maximize customer loyalty and encourage retention.

Using Keywords in web elements

• Keywords should be incorporated into the title tag, URL, and meta description.

HTML Structure

• Heading tags (e.g., H1, H2) are important for headings and subheadings on pages in search engine optimization.
• Alt text (alternative text) plays a critical role in describing images, enhancing web accessibility and helping search engines properly index images.

Title Tags

• Title tags are key in helping search engines understand the subject matter of a site and web pages, also functioning as the first point of contact for humans.
• Title tags play a crucial role in displaying the most useful and important information to the user in search engine results pages (SERPs), web browsers, and social media platforms.

Tools to use

• Google search console
• Ahrefs
• SEMrush

Off-Page Optimization

• Search engines consider inbound links as a measure of a website's value and worth, giving higher standing to sites with more quality and quantity links to their site.
• Google uses PageRank to gauge and weigh the importance of websites
• Generating links through online publicity (e.g., press releases) is crucial.
• High quality listings in online directories should also be considered to improve searchability.
• Profiles on leading professional networking sites add to brand presence.

Backlinking Strategies

• Backlinks from high-quality websites improve SEO.

Blogs

• Blogs are frequently used for creating and sharing interesting and informative content related to a website.
• Blogs provide value to users and demonstrate a site's expertise in a subject matter.

Content Marketing

• Valuable, informative, engaging, and pertinent content attracts customers.
• Maintaining a strong content presence can help retain users on the site to encourage loyalty.

Social Sharing

• Easy social sharing options improve a website's network and authority within its subject area.
• Social media doesn't directly impact ranking, but increased brand exposure and content distribution help.

Black Hat SEO

• Black Hat SEO involves deceitful practices that harm the customer experience and search engine standards.
• Examples include cloaking, keyword stuffing, and link farming.

Analyze

• Analyzing website performance and positions in SERPs is key to effective SEO.
• Tools like Ubersuggest, SEMrush, and SEO audits can be used.
• SEO is a continual, long-term strategy. All these elements can affect the overall website performance.