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1 - Introduction To SEO

The document provides an introduction to search engine optimization (SEO) and outlines the basic process of optimizing a website to obtain high rankings in search engines. It explains how search engines work and lists some important Google tools for SEO, including Google AdWords and Google My Business. The document also discusses revenue models, important considerations before beginning an SEO campaign, and how to identify business objectives, target customers, and understand industry trends.

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jordan parekh
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280 views

1 - Introduction To SEO

The document provides an introduction to search engine optimization (SEO) and outlines the basic process of optimizing a website to obtain high rankings in search engines. It explains how search engines work and lists some important Google tools for SEO, including Google AdWords and Google My Business. The document also discusses revenue models, important considerations before beginning an SEO campaign, and how to identify business objectives, target customers, and understand industry trends.

Uploaded by

jordan parekh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to SEO

Ready to optimise your website?


Here’s what you need to know.
WHAT IS SEO?
It is the process of optimizing a website to
obtain high rankings in search engines,
which will increase the number of visitors
on the website.

AN OPTIMIZED WEBSITE...
★ Will rank on the search engine results
page for a relevant search query
★ Has a user-friendly interface for
desktops, mobiles and tablets
★ If optimised well, will boost business.
HOW DOES A SEARCH ENGINE WORK?
THE ANATOMY OF A SEARCH RESULT
SEARCH QUERY
PAID
LISTING

KNOWLEDGE
GRAPH

ORGANIC
LISTINGS
★ SEARCH QUERY: The word or phrase
that has been entered into the
searchbar. It contains keywords that
tell search engine crawlers use to
create results.
★ SERP: This stands for Search Engine
Results Page. It is the page of results
that is displayed following a search
query.
★ PAID LISTINGS: Created with Google
Adwords, these advertisements appear
at the top and bottom of the SERP.
Every time a paid listing is clicked on, a
certain amount of money is deducted
from the business owner’s Adwords
account.
★ ORGANIC LISTINGS: The search
results that are presented organically
by search engine crawlers. Various
ranking factors influence the
positioning of these organic results.
★ KNOWLEDGE GRAPH: Also created by
the search engine algorithm, it is a rich
card of information presented in an
intelligent format. Knowledge graphs
can be optimised for with the help of
schema.
Knowledge graph for search query “friends”
HISTORY OF GOOGLE
WHY OPTIMISE FOR GOOGLE?

★ GOOGLE’S GOAL: To provide relevant


information in the fastest time possible
★ World’s leading search engine with market
share of 80.5% (as of 2017)
★ Ranking on first page of Google = ranking
on first page of Bing, Yahoo, etc.
SOME GOOGLE TOOLS FOR SEO
1. Google Adwords
➔ An advertising service that allows business
owners to advertise on Google
➔ The user can set a budget for their
advertising campaign and money will only
be deducted when their Ad is clicked on.
➔ Adwords is based on keywords: if a search
query has relevant keywords to your Ad, it
will be shown on the SERP.
➔ WATCH: What is Google Adwords?
https://goo.gl/QEAWQm
SOME GOOGLE TOOLS FOR SEO
Why use Adwords?

★ Good method to gain exposure for new


businesses
★ You can reach the right people and at the
right time with advanced and
customizable ad settings
★ You are shown exactly how much you earn
from each ad, which helps you make
economical choices for your business
★ Keyword research is facilitated with the
keyword planner tool
SOME GOOGLE TOOLS FOR SEO
2. Google My Business

➔ Puts your business on the (Google) map


➔ Use this tool to provide Google with
relevant information about your business
➔ Boosts the accessibility of your business:
customers are more likely to visit your
business if they know your office hours,
your location, and can contact you easily
➔ WATCH: How to add or claim your
business on Google https://goo.gl/Fe6aDJ
SOME REVENUE MODELS
1. E-commerce: Selling goods and services
online is a primary source of revenue for
e-commerce businesses.
2. Leads: Generating traffic on your business
website is one of the main objectives of
SEO.
3. Advertising: Use Google Adwords and
Adsense to promote your business on the
internet.
SOME REVENUE MODELS
4. Affiliates: Revenue can also be generated
by directing your customers to another website
(usually an e-commerce website). If a sale is
made using your affiliate link, you will receive
a substantial commission.

5. Freelancing: Goods or services can be


provided on freelancing platforms such as
fiver, guru, and freelancer.
BEFORE YOU BEGIN SEO
Before you consider taking your business to
the web, YOU MUST…

1. Identify business objectives: Do you want


to expand your client base to an
international scale? Do you want to remain
local, but become more accessible? Or do
you simply want to pick your business off
the ground? Knowing your objectives will
help you make smart and effective choices
when marketing online.
BEFORE YOU BEGIN SEO
2. Know your customers: How old are they?
What are they really interested in? And where
do they hang out on the internet? Answering
these questions will give you a comprehensive
customer profile to target while carrying out
digital marketing.
BEFORE YOU BEGIN SEO

3. Know your trends: It is crucial to


know what your target customers
feel about your business idea. Use
Google trends
(https://trends.google.com/trends/)
to understand growing and
declining trends before making
business decisions.
RECAP

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