This presentation about SEO tutorial will help you understand what is SEO, why we need SEO, what is keyword research, how does a search engine work, on-page SEO, off-page SEO, Google algorithms, types of SEO, what is an ideal website architecture, what is local SEO, how to measure your SEO performance, and at the end there will be a short quiz to test your understanding on SEO. SEO, or search engine optimization, is the work that we do to make our websites more prominent in the major search engines, such as Google, Yahoo, and Bing. The more prominent our web pages are in the search engines, the more visitors and searchers will be exposed to our business information. To some businesses, this is the primary channel for gaining new customers. The ultimate goal is for your company's web pages to appear at the top of the rankings when people search for terms related to your business. It has become a fundamental part of online business prospects and there are several experts and gurus in the field. Now, let us get a deep dive into this video and understand the various concepts of SEO (Search Engine Optimization) Below topics are explained in this SEO presentation: 1. Why SEO? 2. What is SEO? 3. What is keyword research? 4. How does a search engine work? 5. On-page SEO 6. Off-page SEO 7. What are Google algorithms? 8. Types of SEO 9. Website architecture 10. Local SEO 11. How to measure your SEO performance 12. Quiz About Simplilearn Digital Marketing course: The Digital Marketing Certified Associate (DMCA) course is designed to help you master the essential disciplines in digital marketing, including search engine optimization (SEO), social media, pay-per-click (PPC), conversion optimization, web analytics, content marketing, email and mobile marketing. What skills will you learn from this Digital Marketing course? This course will enable you to: 1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy 2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing 3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more. 4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing 5 Create the right marketing messages tailored to the right audiences Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training

1. What’s in it for you?
• Why SEO?
• What is SEO?
• How does SEO work? (crawlers and indexing)
• How does Google rank websites? (crawlers, indexing & more)
• Types in SEO (On-page (keywords, titles..) and off page
(backlinks)
• What is Black hat SEO and white hat SEO?

2. What’s in it for you?
 Why SEO?
 What is SEO?
 What is a keyword research?
 How does a search engine work?
 On-page SEO
 Off-page SEO
 What are Google algorithms?
 Types of SEO
 Website architecture
 Local SEO
 How to measure your SEO performance
 Quiz

3. Why SEO?

4. I have a website with good
content but its not ranking high
on Google Maybe you need to
optimize your website with
SEO

5. Why does my website need
SEO?

6. It increases visibility on search engines
Image credit: dribbble.com
You can use SEO
techniques to boost the
visibility of your website
on search engines

7. It will help you rank higher for relevant keywords
Search engines rank
websites on the basis of
relevant keywords and
good content

8. It helps to increase organic traffic to your website
In order to increase traffic
to your website,
you will have to create
high-quality content

9. It will help people find your website
An optimized site helps
your target audience find
your website and
increases brand
awareness

10. It helps to convert a local business into a global business
In short, SEO is good for
business visibility

11. What is SEO?

12. What is SEO?
SEO is the practice of getting traffic from organic search results on any search engine
Note: Depending upon the keyword, search engines (like Google, Bing, Baidu, Yandex etc.) rank websites based on
what content they consider most relevant to users

13. Once your website ranks in the first page of search engine results, you’ll get more visibility, which will also result in high traffic
and more conversions
Note: The first position on Google gets 33% of search traffic
Did you know?
Percentage of
Google traffic
Search result position
Source: Chitika

14. What is a keyword research?
• Keyword research is one of the crucial steps in SEO

15. What is a keyword research?
• Keyword research is one of the crucial steps in SEO
• It is the process to identify popular words and phrases used on search
engines by users who are looking for content

16. What is a keyword research?
• Keyword research is one of the crucial steps in SEO
• It is the process to identify popular words and phrases used on search
engines by users who are looking for content
• Keyword research should be done based on high search volume, high
relevancy and less competition

17. What is a keyword research?
• Keyword research is one of the crucial steps in SEO
• It is the process to identify popular words and phrases used on search
engines by users who are looking for content
• Keyword research should be done based on high search volume, high
relevancy and less competition
• There are two types of keyword:
 Short tail keyword
 Long tail keyword

18. Short tail keyword - Keyword research
• Short tail keywords are more generic

19. Short tail keyword - Keyword research
• Short tail keywords are more generic
• They consist of less than 3 words

20. Short tail keyword - Keyword research
Search volume
Conversion rate
Short tail
Long tail
High
High
• Short tail keywords are more generic
• They consist of less than 3 words
• These keywords have high search volume, high
competition but less conversion rate
Low

21. Short tail keyword - Keyword research
• Short tail keywords are more generic
• They consist of less than 3 words
• These keywords have high search volume, high
competition but less conversion rate
• For example, short tail keywords include “restaurants”,
“shoes” or “children shoes”
These keywords are not
specific
Search volume
Conversion rate
Short tail
Long tail
High
High
Low

22. When to use short tail keywords?
You can use short tail keywords
if you are trying to drive a lot of
visitors to your website

23. Long tail keyword - Keyword research
• Long tail keywords are very specific

24. Long tail keyword - Keyword research
• Long tail keywords are very specific
• They usually consist of more than 3 words

25. Long tail keyword - Keyword research
Search volume
Conversion rate
Short tail
Long tail
High
High
• Long tail keywords are very specific
• They usually consist of more than 3 words
• Compared to short tail keywords, these keywords have
relatively less competition and search volume but a
higher conversion rate
Low

26. Long tail keyword - Keyword research
• Long tail keywords are very specific
• They usually consist of more than 3 words
• Compared to short tail keywords, these keywords have
relatively less competition and search volume but a
higher conversion rate
• When visitors land from a long tail keywords they are
usually ready to make a purchase
Search volume
Conversion rate
Short tail
Long tail
High
High
Low

27. Long tail keyword - Keyword research
• Long tail keywords are very specific
• They usually consist of more than 3 words
• Compared to short tail keywords, these keywords have
relatively less competition and search volume but a
higher conversion rate
• When visitors land from a long tail keywords they are
usually ready to make a purchase
• An example of long tail keyword is “best Italian
restaurants in Florida” or “ branded shoe stores in
Florida”
These keywords are
specific
Search volume
Conversion rate
Short tail
Long tail
High
High
Low

28. When to use long tail keywords?
These keywords are used for
targeted pages such as product
page and articles

29. Long tail keyword - Keyword research
For instructor
Demo for instructor

30. How does a search engine work?

31. How does a search engine work?
Search engine
Search engine sends spider
to crawl websites
Note: Spiders scan a website and copy the entire website's content

32. How does a search engine work?
Search engine
Spiders scan websites and store
the content in search engine’s
index
Search engine sends spider
to crawl websites

33. How does search engines work?
Search engine
Spiders scan websites and
store the content in search
engine’s index
Finally, based on the search query,
the most relevant website will
appear on the SERP
Search engine sends
spider to crawl websites

34. Types of SEO

35. Types of SEO
SEO
Off-page SEOOn-page SEO
Link building

36. On-page SEO

37. On-page SEO
• On-page SEO is the method of optimizing elements of web pages
• It is used to gain more relevant traffic to your webpage

38. On-page SEO
• On-page SEO is the method of optimizing elements of web pages
• It is used to gain more relevant traffic to your webpage
Title tag
Meta description
Header tag
Page speed
Sitemap
Internal links
Schema
Image alt text
Featured snippet

39. Schema
Schema or schema markup is a microdata that you can add to your website in order to give an enhanced
description to users on search engine results page

40. On page SEO
Schema is a microdata that you can add to you website in order to give enhanced description to users on
search engine result page
For example,
Below are some of the examples of schema,
Ratings and reviews Image thumbnail Product availability
Price with currency
symbol
Sitelinks

41. On page SEO
Schema is a microdata that you can add to you website in order to give enhanced description to users on
search engine result page
For example,
Below are the examples of schema,
Image thumbnails
Price with currency
symbol
Product availability
Sitelinks Breadcrumbs
Ratings and reviews
This describes a review of the product,
place, or service
For example

42. On page SEO
Schema is a microdata that you can add to you website in order to give enhanced description to users on
search engine result page
Product availability
Image
thumbnail
If a user types “puma shoes”, he will be
shown a wide variety of shoes on the
search results page
Sitelinks
For example

43. On page SEO
Schema is a microdata that you can add to you website in order to give enhanced description to users on
search engine result page
For example,
Below are the examples of schema,
Image thumbnails
Price with currency
symbol
Sitelinks
Ratings and Reviews Product availability
With this information, users can know
the availability of a product on the
search engine results page itself
For example

44. On page SEO
Schema is a microdata that you can add to you website in order to give enhanced description to users on
search engine result page
For example,
Below are the examples of schema,
Image thumbnails
Sitelinks Breadcrumbs
Ratings and Reviews
Here, users can view the price of a
product on the SERP itself
Price with currency
symbol
Product availability
Sitelinks
For example

45. On page SEO
Schema is a microdata that you can add to you website in order to give enhanced description to users on
search engine result page
For example,
Below are the examples of schema,
Image thumbnails
Breadcrumbs
Ratings and Reviews Product availability
Price with currency
symbol
Sitelinks are the links that point to
other pages on your website. Also,
they help users navigate the site
Sitelinks
For instructor- Here, you can explain about sitelink search box
also

46. Title tag
• The title tag is the title of a web page that appears on search engine results page
Title tag

47. Title tag
• The title tag is the title of a web page that appears on search engine results page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
A good title tag can increase CTR
(click-through rate)

48. Title tag
Code sample
Title tag is a HTML attribute
<head> <title>Example Title</title> </head>
Title tag
• The title tag is the title of a web page that appears on search engine results page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about

49. Title tag
Optimal format
Primary Keyword - Secondary Keyword | Brand Name
Men Running Shoes Online – Puma Brand | Amazon.com
Example
• The title tag is the title of a web page that appears on search engine results page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about

50. Title tag
Optimal length
Google displays only the first 50–60
characters of a title tag
• The title tag is the title of a web page that appears on search engine results page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about

51. Title tag
This is how the title tag looks on the search engine results:

52. Did you know?
Have you ever seen a title tag on
the SERp that looks like this?
This is title tag truncation. Search engines like Google will not display title tags in the SERP after 50–60
characters

53. According to
Backlinko
analysisTitle tags with a target keyword result in high rankings

54. Meta description
• Meta description is a short description that summarizes the content of your web page, so its important to have a unique
description for every page on your website

55. Meta description
• Meta description is a short description that summarizes the content of your web page, so its important to have a unique
description for every page on your website
• They appear underneath the URL on SERP
Meta description
summarizes the
content
Title tag
URL

56. Meta description
Code sample
<head>
<meta name="description"
content=“Sample meta description.">
</head>
• Meta description is a short description that summarizes the content of your web page, so its important to have a unique
description for every page on your website
• They appear underneath the URL on SERP

57. Meta description
Optimal length
This description can be between 50 - 300 characters
• Meta description is a short description that summarizes the content of your web page, so its important to have a unique
description for every page on your website
• They appear underneath the URL on SERP

58. Meta description
This is how the meta description looks on the search engine results:

59. Header tag
• Header tag is used to identify headings and subheadings of your web page

60. Header tag
• Header tag is used to identify headings and subheadings of your web page
• The hierarchy of a header tag goes from H1-H6

61. Header tag
• Header tag is used to identify headings and subheadings of your web page
• The hierarchy of a header tag goes from H1-H6
• H1 is the main heading of a web page whereas H2-H6 are the optional sub headings
H1
H2
H3
<h1>Main heading</h1>
<h2>Sub heading</h2>..
..<h6>Sub heading of h6</h6>

62. Header tag
• Header tag is used to identify headings and subheadings of your web page
• The hierarchy of a header tag goes from H1-H6
• H1 is the main heading of a web page whereas H2-H6 are the optional sub headings
Code sample
<h1> main heading </h1>
<h2> optional heading </h2>
.
.
<h6> optional heading </h6>

63. Crawling
Header tag
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Header tag is used to identify headings and subheadings of your web page
• The hierarchy of a header tag goes from H1-H6
• H1 is the main heading of a web page whereas H2-H6 are the optional sub headings
Optimal format
h1 to h6 is a top-down hierarchy

64. Header tag
For instructor - You can use the
below link to show the example
of header tags
https://www.amazon.com/Puma-Rihanna-Fenty-Sneaker-
Wome-
x/dp/B06WPBCRVF/ref=sr_1_fkmr2_3?s=apparel&ie=UT
F8&qid=1545888894&sr=1-3-
fkmr2&nodeID=7147440011&psd=1&keywords=puma+wo
men%27s+bow+slide+ons+sneakers

65. URL structure
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
URL
• A URL specifies the location of a web page on the internet

66. URL structure
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• A URL specifies the location of a web page on the internet
• It is important to create SEO friendly URL, as they bring traffic to your website
URL

67. URL structure
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Protocol Domain Subdirectories
• A URL consists of a protocol, domain and subdirectories (specific folders or subfolders)
URL - structure

68. URL structure
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Protocol Domain Subdirectories
• A URL consists of a protocol, domain and subdirectories (specific folders or subfolders)
• A well-structured URL provides both users and search engines a clear information of what the web page is about
URL - structure

69. URL structure
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Optimal length
URLs must be shorter than 2,083 characters
• A URL consists of a protocol, domain and subdirectories (specific folders or subfolders)
• A well-structured URL provides both users and search engines a clear information of what the web page is about
URL - structure

70. URL structure
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Optimal format
http://www.xyz.com/category-keyword/subcategory-keyword/primary-keyword.html
• A URL consists of a protocol, domain and subdirectories (specific folders or subfolders)
• A well-structured URL provides both users and search engines a clear information of what the web page is about
URL - structure
Note: Prefer having keywords in URLs

71. URL structure
High
Medium
Low
http://amazon.com/men-shoes/sneakers/puma
http://www.amazon.com-PM/Shoes=12&?black
http://cdn03.amazon.cc/ss890/i?HSDF=i
Scale of URL readability Note: Instead of underscores prefer
hyphens to give space between words

72. According to
Backlinko analysis,
short URL’s tend to
rank better than
long URLs
Did you know?

73. Image alt text
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Image alternative text is also called as alt tags or text tags

74. Image alt text
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Image alternative text is also called as alt tags or text tags
• It is displayed on the webpage when an image fails to load on a user screen

75. Image alt text
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Image alternative text is also called as alt tags or text tags
• It is displayed on the webpage when an image fails to load on a user screen
• It is also used by search engines to drive meaning from images

76. Image alt text
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Optimal length
Keep your alt text fewer than 125 characters
• Image alternative text is also called as alt tags or text tags
• It is displayed on the webpage when an image fails to load on a user screen
• It is also used by search engines to drive meaning from images

77. Image alt text
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Code sample
<img src=“image.png" alt=“puma shoes">
• Image alternative text is also called as alt tags or text tags
• It is displayed on the webpage when an image fails to load on a user screen
• It is also used by search engines to drive meaning from images

78. Image alt text
Below is an example of image alt text:
Image
Puma Men's Sandals
Alternate textImage

79. Did you know?
Poor image alt text:<img src=“pumashoes.png" alt=“pumashoes">
Good image alt text:<img src=“pumashoes.png" alt="Puma green shoes for men">

80. Internal link
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• An internal link is a type of hyperlink which goes from one page of the domain to another page on the same domain• An internal link is a type of hyperlink which goes from one page of the domain to another page on the same domain

81. Internal link
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• An internal link is a type of hyperlink which goes from one page of the domain to another page on the same domain
• It improves indexing of a website

82. Internal link
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• An internal link is a type of hyperlink which goes from one page of the domain to another page on the same domain
• It improves indexing of a website
• It helps in spreading link juice

83. Internal link
For example,

84. Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders

85. Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders
• It helps to improve search (for users) and indexing (for crawlers)

86. HTML sitemap
Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders
• It helps to improve search (for users) and indexing (for crawlers)
• There are two types of sitemaps:
XML sitemap

87. HTML sitemap
Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• It’s written in hypertext markup language
• It is designed for users
• It helps to explore a website easily
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders
• It helps to improve search (for users) and indexing (for crawlers)
• There are two types of sitemaps:

88. HTML sitemap – code sample
Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
<!DOCTYPE HTML PUBLIC “ -//W3C//DTD HTML 4.01 Transitional//EN”>
<html lang=“en”>
<head>
<meta http-equiv=“Content-Type” content=“text/html; charset=UTF-8”>
<meta http-equiv=“Content-Style-Type” content=“text/css”>
<title>Sitemap</title>
</head>
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders
• It helps to improve search (for users) and indexing (for crawlers)
• There are two types of sitemaps:

89. Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
XML sitemap
• It’s written in Extensible Markup Language
• It is designed for search engines
• Fast indexing of a website is done using XML
sitemaps
It helps search engines to
easily understand the structure
of your website
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders
• It helps to improve search (for users) and indexing (for crawlers)
• There are two types of sitemaps:

90. Sitemap
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
XML sitemap – code sample
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>https://services.amazon.in</loc>
<lastmod>2018-12-16</lastmod>
<changefreq>Weekly</changefreq>
<priority>0.8</priority>
</url>
• Sitemap is a hierarchy list of web pages (or of a website) which is accessed by search engine spiders
• It helps to improve search (for users) and indexing (for crawlers)
• There are two types of sitemaps:

91. Page speed
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Page speed can also be known as “page load time”

92. Page speed
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Page speed can also be known as “page load time”
• It refers to the time taken to load the content of a web page

93. Page speed
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Page speed can also be known as “page load time”
• It refers to the time taken to load the content of a web page
• Slow page speed may result in high bounce rate and low average time spent on the web page

94. Recently, Backlinko conducted a study
where they analyzed over one million
SERP’s on Google
According to their analysis:
Fast site speed will help you rank high on Google

95. Did you know?
Some of the ways to increase your page speed
• Use a simple website design
• Optimize images
• Improve server response time
• Optimize your code

96. Featured snippet
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Featured snippet is the search result that is shown on top of search engine’s organic results

97. Featured snippet
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Featured snippet is the search result that is shown on top of search engine’s organic results
• Some of the common featured snippets are:
 Paragraph
 Table
 List
3 types

98. Featured snippet
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Featured snippet is the search result that is shown on top of search engine’s organic results
• Some of the common featured snippets are:
 Paragraph
 Table
 List
• According to Getstat, paragraph snippet is the most popular featured snippet

99. Featured snippet
Below is an example of featured snippet:
Table Paragraph List

100. Did you know?
Position in Google search results
Googles features a webpage that already exists in the
top 10 SERP
30.9%
23.5%
15.9%
13.7%
0.8%
6.1%
0.7%
1 2 3 4 5 6 7 8 9 10
0.5% 0.5% 0.4%

101. Demo

102. Off-page SEO

103. Off-page SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Off-page optimization is the technique of promoting your website using link building

104. Off-page SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Off-page optimization is the technique of promoting your website using link building
Improves credibility of
your website
Increase in referral
traffic
Increase in domain
authority
Improves your page
rank

105. According to Backlinko
analysis, a web page with
more backlinks rank higher
than a page with fewer
backlinks

106. Link building - Off-page SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Link building is the most effective method of off-
page SEO

107. Link building - Off-page SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Link building is the most effective method of off-
page SEO
• It is the practice of navigating links from other
websites to your own

108. Link building - Off-page SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Link building is the most effective method of off-
page SEO
• It is the practice of navigating links from other
websites to your own
• Building external links to your website can help
you gain organic search ranking

109. Did you know?
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Andrey Lipattsev (Partner Development Manager in Google) has mentioned that link building is one of their company’s top
3 search ranking factors:

110. Types of link building
LINK
Dofollow Nofollow
Dofollow links allow search engine
crawlers to follow the link for a good
boost over SERP and pass the link
juice to the destination domain
Note: Link juice is the reputation or equity passed from one website to another website

111. Types of link building
External Website Own WebsiteDofollow
Note: By default, all the hyperlinks are dofollow unless they are specified as “rel=nofollow”
An example of dofollow link:
<a href=”http://www.simplilearn.com/”>Simplilearn</a>
http://www.simplilearn.com

112. Types of link building
LINK
Dofollow NoFollow
On the other side, nofollow link
doesn’t allow search engine
crawlers to follow the link. Also,
it doesn’t pass on the link juice

113. Types of link building
NoFollow Website A Website B
http://www.simplilearn.com
An example of nofollow link:
<a href=”http://www.simplilearn.com/” rel=”nofollow”>Simplilearn</a>

114. Link building - Off-page SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Some of the popular ways of link building are:
• Guest blogging
• List your website in reputable and trustworthy directories
• Testimonial link building
• Content promotion on social media

115. It is vital to get links from an
authoritative web page than
multiple links from low-
quality web pages
According to Backlinko

116. Types of links
LINK
Inbound
LINK
outbound
LINK

117. Types of links
Inbound links come from an external website to your own website
Note: Inbound links are also called as backlinks
Own website External website
http://www.ABC.com

118. Types of links
Outbound links will direct a user from your own website to an external
website
Own website External websiteoutbound
LINK

119. Demo

120. Duplicate content

121. Duplicate content
www.xyz.com www.ABC.com
URL 1 URL 2
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Duplicate content refers to the same content appearing in more than one URL

122. Duplicate content
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Some of the examples of duplicate content are below:
Example 1: A spammer takes an article and posts the same content on his website:
Original content Duplicate content
www.XYZ.com www.ABC.com

123. Duplicate content
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Some of the examples of duplicate content are below:
Example 2: If you have two different versions of a webpage, you may result in duplicate content issue
Webpage A Webpage B
www.XYZ.com www.XYZ.com
Running shoes Sports shoes

124. Duplicate content
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
An example of a duplicate content is below:
Example 1: A spammer takes an article and posts it as:
Original content Duplicate content
www. XYZ.com www. XYZ .com
But, how to fix this issue??
There are 3 ways to fix this issue
• Using 301 redirect to the original URL
• Using rel=canonical attribute to the original
content
• Using Google search console tool

125. Duplicate content
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
An example of a duplicate content is below:
Example 1: A spammer takes an article and posts it as:
Original content Duplicate content
www. XYZ.com www. XYZ .com
But, how to fix this issue??
301 redirect is the best way for
redirecting traffic and link equity
to the original webpage
• Using 301 redirect to the original URL
• Using rel=canonical attribute to the original
content
• Using Google search console tool

126. Duplicate content
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
An example of a duplicate content is below:
Example 1: A spammer takes an article and posts it as:
Original content Duplicate content
www. XYZ.com www. XYZ .com
But, how to fix this issue??
This tag tells search engine that
a particular URL is the original
webpage
• Using 301 redirect to the original URL
• Using rel=canonical attribute to the original
content
• Using Google search console tool
• Using 301 redirect to the original URL
• Using rel=canonical attribute to the original
content
• Using Google search console tool

127. Duplicate content
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
An example of a duplicate content is below:
Example 1: A spammer takes an article and posts it as:
Original content Duplicate content
www. XYZ.com www. XYZ .com
But, how to fix this issue??
You can set a preferred domain
for your website, which will allow
Google spiders to crawl various
web pages differently
• Using 301 redirect to the original URL
• Using rel=canonical attribute to the original
content
• Using Google search console tool
• Using 301 redirect to the original URL
• Using rel=canonical attribute to the original
content
• Using Google search console tool

128. Google algorithms

129. Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Google algorithm uses advanced concepts to retrieve data from its index and deliver web pages based on the searched
query

130. Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Google algorithm uses advanced concepts to retrieve data from its index and deliver web pages based on the searched
query
• It uses a combination of algorithms to deliver the best results

131. Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Google algorithm uses advanced concepts to retrieve data from its index and deliver web pages based on the searched
query
• It uses a combination of algorithms to deliver the best results
• Some of the popular algorithms are below:
Google Penguin
Google Panda1
2
Google RankBrain3

132. Google Panda - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Google Panda algorithm was first released in February 2011

133. Google Panda - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Google Panda algorithm was first released in February 2011
• This algorithm emphasizes on delivering high-quality content

134. Google Panda - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Google Panda algorithm was first released in February 2011
• This algorithm emphasizes on delivering high-quality content
• It removes webpages (from the index) that have low-quality and duplicate content
Note: It is updated regularly

135. Google Penguin - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• After Panda, Google Penguin algorithm was released

136. Google Penguin - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• After Panda, Google Penguin algorithm was released
• Its majorly focused on combating low-quality links

137. Google Penguin - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• After Panda, Google Penguin algorithm was released
• Its majorly focused on combating low-quality links
• Penguin focuses on two specific practices:
Link schemes1
Keyword stuffing2

138. Google Penguin - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• After Panda, Google Penguin algorithm was released
• Its focused on combating low-quality links
• Penguin focuses on two specific practices:
Link schemes
Penguin aims to decrease the ranking of web pages that are created artificially by using black-hat
techniques
For example,
A shoe company in US is trying to fill internet forums with spam comments by linking to
itself as “Branded best shoes in US ”,
Branded best shoes in US
Branded best shoes in US

139. Google Penguin - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• After Panda, Google Penguin algorithm was released
• Its focused on combating low-quality links
• Penguin focuses on two specific practices:
For example,
A shoe company in US is trying to fill internet forums with spam comments by linking to
itself as “Branded best shoes in US ”, that appear on an unrelated third-party article
about SEO techniques
Branded best shoes in US
Link schemes
Penguin aims to decrease the ranking of web pages that are created artificially by using black-hat
techniques

140. Google Penguin - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• After Panda, Google Penguin algorithm was released
• Its focused on combating low-quality links
• Penguin focuses on two specific practices:
Repetitive usage of the same keyword in an article will get you penalized by Google Penguin algorithm
for having low-quality content
Below is an example where a person has done keyword stuffing on his website
We sell branded shoes. Our branded shoes are available online. If you’re
thinking of buying branded shoes, please contact us at 713 1122
Keyword stuffing

141. RankBrain algorithm - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
RankBrain is a processing algorithm that uses machine learning to interpret search queries that users search
on Google, whereas, the searched query may not have the right keywords that were searched for

142. RankBrain algorithm - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
RankBrain is a processing algorithm that uses machine learning to interpret search queries that users search
on Google, whereas, the searched query may not have the right keywords that were searched for

143. RankBrain algorithm - Google algorithms
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
RankBrain is a processing algorithm that uses machine learning to interpret search queries that users search
on Google, whereas, the searched query may not have the right keywords that were searched for
For example
When you are searching for online marketing, you will also get results for digital marketing on
search engine results page

144. Types of SEO

145. Types of SEO
SEO
Black Hat seo White Hat seo Gray Hat seo

146. Black hat technique
Black hat SEO is a technique
used to improve page rank on
SERP by violating search engine
rules and policies
Link Manipulation Keyword stuffing
Duplicate content Sneaky redirects
Below are some of the black hat SEO techniques:

147. Did you know?
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
With black hat technique, your website has a high risk of being penalized by search engines
Black Hat technique

148. White hat technique
White hat SEO is a technique
used to improve search ranking
on SERP. It follows search
engine rules and policies

149. White hat technique
White hat SEO is a technique
used to improve search ranking
on SERP. It follows search
engine rules and policies
Use relevant keywords Create high quality content
Speed up your
website load time
Below are some of the white hat SEO practices:
Improve your website
navigation

150. Gray hat technique
• Gray hat SEO is a
combination of black hat and
white hat SEO

151. Gray hat technique
• Gray hat SEO is a
combination of black hat and
white hat SEO
• It is a practice of improving
page rank by following
search engine policies, but
they are considered as
ethically dubious

152. Gray hat technique
Link purchasing Excessive internal linking
Below are some of the grey hat SEO practices:
SEO squatting Spun content
• Gray hat SEO is a
combination of black hat and
white hat SEO
• It is a practice of improving
page rank by following
search engine policies, but
they are considered as
ethically dubious

153. Website architecture

154. Website architecture
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• It gives search engine an idea of the website’s structure
Optimal format
Home page
Category 1 Category 2
Product page Product page Product page Product page

155. Website architecture
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• It gives search engine an idea of the website’s structure
• It helps in spreading link equity
Optimal format
Home page
Category 1 Category 2
Product page Product page Product page Product page

156. Optimal format
Home page
Category 1 Category 2
Product page Product page Product page Product page
Website architecture
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• It gives search engine an idea of the website’s structure
• It helps in spreading link equity
If you are planning to develop websites from an SEO
perspective, you should be focusing on a few things

157. Website architecture
• Search engines
Site architecture and
navigation
Optimize for the
crawlers
Create a consistent
URL structure
URL
Robot.txt
Responsive design

158. Website architecture
• Search engines
Create a consistent
URL structure
Webpage load speed
Responsive designs Define canonical tags
Optimize for the
crawlers
URL
Site architecture and
navigation
• A good site architecture not only makes content easier to find but also
helps to gain traffic

159. Website architecture
• Search engines
Create a consistent
URL structure
Webpage load speed
Responsive designs Define canonical tags
Optimize for the
crawlers
URL
Site architecture and
navigation
• A good site architecture not only makes content easier to find but also
helps to gain traffic
• Some of the important features of a good site architecture are:
 Build a URL structure that follows your site’s navigation
hierarchy
 Code your site navigation in CSS or HTML programming
language
 Build a comprehensive structure of internal linking
 Create breadcrumb navigation which will improve a site’s
internal linking structure

160. Website architecture
• Search engines
Create a consistent
URL structure
Site architecture and
navigation
Optimize for the
crawlers
URL
Robot.txt
• Responsive design helps to make
your website mobile-friendly and
user-friendly
• Also, it will increase the amount of
time that user spends on your
website which may improve your
site’s ranking
Responsive design

161. Website architecture
• Search engines
Create a consistent
URL structure
Site architecture and
navigation
Webpage load speed
Responsive design
URL
Robot.txt
• It is important to have a better site structure, so that the
bots can easily access and index the content
• Bots will give preference to the webpages with relevant
content and will help your website rank better
your website rank better
Note: it’s always good to use sitemaps to make it easy for
bots to crawl a website
Optimize for the
crawlers

162. Website architecture
• Search engines
Create a consistent
URL structure
Site architecture and
navigation
Webpage load speed
Responsive design
URL
Robot.txt
• It is important to have a better site structure, so that the
bots can easily access and index the content
• Bots will give preference to the webpages with relevant
content and will help your website rank better
your website rank better
Note: it’s always good to use sitemaps to make it easy for
bots to crawl a website
Optimize for the
crawlers

163. Website architecture
• Search engines
Create a consistent
URL structure
Site architecture and
navigation
Responsive design
Optimize for the
crawlers
URL
Robot.txt
• It instructs search engine crawlers to
understand what pages should not be
indexed
• This text is added to your website’s
root directory specifying which pages
to crawl

164. Website architecture
• Search engines
Site architecture and
navigation
Webpage load speed Optimize for the
crawlers
Robot.txtResponsive design
Create a site map
HTML and XML
A sitemap helps search engine bots to understand the
organizational structure of your website

165. Did you know?
Good website
architecture
Poor website
architecture
Home page
Layer 1
Layer 1
Home page
Product page
1
Product page
2
Product page
3
Product page
4
Layer 2

166. Local SEO

167. Local SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Local SEO is the method of optimizing a website to gain traffic from location-based searching

168. Local SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Local SEO is the method of optimizing a website to gain traffic from location-based searching
• It helps to market your products and services to local customers

169. Local SEO
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Local SEO is the method of optimizing a website to gain traffic from location based searching
• It helps to market your businesses products and services to local customers through online
“Local results are based primarily on relevance, distance, and prominence.
These factors are combined to help find the best match for your search”
According to Google
Due to this reason, it’s necessary to have your
NAP details accurate and consistent across the
internet

170. Local SEO
What is NAP?
- Name
- Address
- Phone number
• NAP refers to your organization name,
address and phone number that you show
across websites

171. Local SEO
What is NAP?
- Name
- Address
- Phone number
• NAP refers to your organization name,
address and phone number that you show
across websites
• It is important for companies that want to
rank well organically in local search

172. Local SEO
What is NAP?
- Name
- Address
- Phone number
• NAP refers to your organization name,
address and phone number that you show
across websites
• It is important for companies that want to
rank well organically in local search
• Inconsistent use of your NAP details can
result in low ranking on SERP

173. Local SEO
The legitimacy of companies are validated by search engines by cross
referencing business’s NAPs across a variety of websites
But why Is Consistency of
NAP important?

174. Local SEO
The legitimacy of companies are validated by search engines by cross
referencing businesses NAPs across a variety of websites
Some of the benefits of accurate and consistent NAPs are below:
• Better organic search rankings
• Helps to get traffic to your website from local searches
But why Is Consistency of
NAP important?

175. Local SEO
Below is an example of PUMA’s NAP used for local SEO

176. Local SEO
Below is an example of PUMA’s NAP used for local SEO
Good example Poor example
Website A Website B
5015, Westheimer Rd Space
TX 77056
Houston, USA
+1 713-850-1224
5015, Westheimer Rd Space
TX 77056
Houston, USA
+1 713-850-1224
Website A Website B
5015, Westheimer Rd Space
TX 77056
Houston, USA
+1 713-850-1224
5015, Westheimer Road Space
TX-77056
Houston, USA
+1 713.850.1224

177. Local SEO
Good example Poor example
Website A Website B
5015, Westheimer Rd Space
TX 77056
Houston, USA
+1 713-850-1224
5015, Westheimer Rd Space
TX 77056
Houston, USA
+1 713-850-1224
Website A Website B
5015, Westheimer Rd Space
TX 77056
Houston, USA
+1 713-850-1224
5015, Westheimer Road Space
TX-77056
Houston, USA
+1 713.850.1224
Below is an example of PUMA’s NAP used for local SEO
Inconsistent format

178. How to measure your SEO performance

179. How to measure your SEO performance
Let me show you some of the most
important SEO metrics that everyone
needs to track
 Organic traffic
 Mobile traffic
 Keyword ranking
 Local visibility
 Engagement metrics
 Backlinks

180. Organic traffic
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Monitoring your website’s organic traffic will help you understand how effective your SEO strategy is
Note: Continuous increase in visitors through search engines shows that your rankings are improving

181. Organic traffic
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Monitoring your website’s organic traffic will help you understand how effective your SEO strategy is
• Organic traffic on a monthly basis (users/session)
• Organic traffic at a geographic level
• Ratio of new visitors to the visitors returning back to your website
• Conversion rate for organic traffic
Important metrics

182. Organic traffic
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Monitoring your website’s organic traffic will help you understand how effective your SEO strategy is
How to track organic traffic?
Using Google Analytics toolA

183. Mobile traffic
Did you know?
Source: Hitwise (Marketing company)
In general, majority of Google searches take place on mobile phones than desktops

184. Mobile traffic
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Mobile ranking is different from desktop ranking

185. Mobile traffic
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Mobile ranking is different from desktop ranking
• Suppose you are getting more mobile traffic, it means your website is responsive and has high engagement metrics
• Track your mobile visitors
• Monitor user behavior
• Measure the page speed
Important metrics:

186. Mobile traffic
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
How to track mobile performance
Using AgencyAnalyticsA
• Mobile ranking is different from desktop ranking
• Suppose you are getting more mobile traffic, it means your website is responsive and has high engagement metrics

187. Keyword ranking
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Tracking keywords gives you an understanding of where your webpage ranks (on SERP) for a particular keyword
• Keywords ranking for desktop and mobile across
locations
• Average position of keyword and pages on a
weekly basis
• Average click-through rates
• Top performing, gaining and losing keywords
Important metrics
For instructor – explain
the last point in detail,
(eg: measure the traffic
for the top pages driving
traffic)

188. Keyword ranking
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
How to track performance of your
keyword?
A Using Google search console
Tracking keywords gives you an understanding of where your webpage ranks (on SERP) for a particular keyword

189. Local visibility
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• This metric is important for people maintaining local SEO

190. Local visibility
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• This metric is important for people maintaining local SEO
• It is necessary to track specific metrics in order to confirm your traffic is coming from the right audience

191. Local visibility
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• This metric is important for people maintaining local SEO
• It is necessary to track specific metrics in order to confirm your traffic is coming from the right audience
Some of the important metrics to track your local
visibility on Google maps are:
 No. of. visitors to your site
 No. of. visitors requested for directions
 No. of visitors contacted you
 No. of check-ins

192. Local visibility
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• This metric is important for people maintaining local SEO
• It is necessary to track specific metrics in order to confirm your traffic is coming from the right audience
How to track your local visibility metric
Using Google My BusinessA

193. Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Engagement metrics shows how users are engaging with your website

194. Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Engagement metrics shows how users are engaging with your website
• They play an important role in determining rankings

195. Bounce rate Pages per visitAverage session
duration
Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Engagement metrics shows how users are engaging with your website
• They play an important role in determining rankings
• Some of the engagement metrics are:
It is the percentage of
users visiting your site
and leaving without
engaging further

196. Bounce rate Pages per visitAverage session
duration
Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
It helps Google
understand the
time spent by
visitors on your
website
• Engagement metrics shows how users are engaging with your website
• They play an important role in determining rankings
• Some of the engagement metrics are:

197. Bounce rate Pages per visitAverage session
duration
Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
It is the average
number
of pages viewed by
users during
a visit on your site
• Engagement metrics shows how users are engaging with your website
• They play an important role in determining rankings
• Some of the engagement metrics are:

198. Bounce rate Pages per visitAverage session
duration
Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
Note: Also, likes,
comments and shares are
one of the important
metrics for measuring
user engagement
• Engagement metrics shows how users are engaging with your website
• They play an important role in determining rankings
• Some of the engagement metrics are:

199. Engagement metrics
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
• Engagement metrics shows how users are engaging with your website
• They play an important role in determining rankings
• Some of the engagement metrics are:
How to monitor engagement metrics
Using Google AnalyticsA

200. Backlinks
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
The content having more backlinks from good domains will help you improve your SEO performance
Important metrics:
• Domain authority of your own website
• Number of inbound and outbound links to your site
• Ratio of referring domains to backlinks
• Number of new backlinks you received from relevant and high quality sources
• Citation flow and trust flow
• Ratio of link distribution
• Number of dofollow and nofollow links

201. Backlinks
• The title tag is the title of a web page given on search engine result page
• This tag summarizes the website’s content, so it’s important to have a relevant title tag that describes what your content
is about
The content having more backlinks from good domains will help you improve your SEO performance
How to monitor website backlinks
Using AhrefsA

202. SEO audit checklist
Some of the key factors of an SEO audit are below:
Front-end factor1 Back-end factor2

203. SEO audit checklist
Some of the key factors of an SEO audit are below:
Front-end factor1
Begin your audit by setting up a crawl for your
website
Only one version of your website should be
browsable
Perform basic on-page SEO checks
Check your site speed
Use structured data markup for your website
Discover duplicate and thin content
Analysis of User experience
Content analysis
Redirect issues
Ratio of submitted pages to the indexed pages
Frequent update of XML sitemaps
Back-end factor2

204. SEO audit checklist
Some of the key factors of an SEO audit are below:
Perform basic off-page SEO checks
Find and fix broken links
Historical link velocity
Assess your current link profile
Assess your competitors’ total number of backlinks
and try to out beat them
Link relevancy and diversity
Citation analysis
Back-end factor2Front-end factor1

205. QUIZ

206. Quiz
Which of the following type of sitemap is specifically designed for search spidersQ
HTML sitemapA XML sitemapB

207. Quiz
From a search engine perspective, which of the following link types could cause a negative effect
on your rankings
Q
Purchased linkA Nofollow linkB

208. Quiz
A website's robots.txt file serves what function:Q
Tells the bots what pages should be crawled and not crawledA
Tells the bots what links should be follow and nofollowB

209. Key Takeaways

210. Key Takeaways