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Introduction to SEO

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 Agenda

In this video we will discuss

• Understanding keywords

• Basics of SEO
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 What is SEO?

SEO = Search Engine Optimisation

● It is an important part of SEM (Search Engine Marketing)

● SEM includes all techniques used to market a website over search engines.
● SEO is used to describe all the organic activities undertaken with an objective of increasing the
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number of visits to a particular website

● SEO includes: tailoring your content to rank higher in SERPs, getting links from other high ranking
pages and ensuring that your website code is search engine friendly.

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 Why is SEO important?

Vast number of online activities begin on a search engine

● Online Activity:
More than 68% of all online activities begin on a search engine
● Website traffic:
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On an average, 53% of visitors on any website come from a SERP, search engine result page
● Google rules:
Almost 93% of all online visitors originate from Google Search, Google Images or Google Maps
● 700,000 online searches are performed on Google each second, a number which cannot be ignored.

Source: Hubspot
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 How are pages ranked on Google?

Google wants to show its users the best quality of search results

● Key factors affecting the rank of a website on SERP: Content & Links

● Content: While indexing, Google scans the website to understand the topics it covers based on
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keywords, tags and descriptions.

● Links: Each link referring to a website is counted as a vote. Hence, the more inbound links a page has,

the more votes it has.

● Quality of links: All links are not equal! Links from a higher ranked source has more weightage, also

referred to as link juice.

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 Additional factors taken into consideration

Some additional information that decide SERP results and ranking

● Search location

● Quality of website (mobile friendly, multiple languages etc.)

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● Past performance of the website as search result (clicks, bounce rates, time spent)

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 Basics of keyword research

Keywords = Words used to describe the Search query

● Keyword research is the where every SEO plan begins. It is the process of discovering and analysing

the keywords your desired audience is typing in the search bar.

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● It helps marketers understand

- What exactly are people searching for?

- How many people are searching for it?

- What kind of results are being shown to them?

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 Different types of keywords

There are 2 main kinds of keywords

● Head terms (Fat head)

Single word keywords with a lot of search volume, but also a lot of competition
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● Long tail

Longer keywords with lesser search volume, but more opportunity as they have less competition

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 Long tail concept

● As we’ve seen, long tail keywords can hold a lot of opportunity so they cannot be improved

● Example:

- If you are a shoe brand, ‘Shoes’ is a key head term where you want to rank higher. But it already
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has a lot of competition

- But there are tail words like ‘Best running shoes for men’ which can have lesser competition. ‘Best

running shoes for men under 5000’ can have even lesser competition.

● Long-tail keyword research needs a brand to find their niche and enables them to use techniques to

become a more authoritative search page result.

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 Basics of a SEO Strategy

● Keyword research to understand what users are searching for

● Identifying keywords to target

● Building relevant quality content around these keywords

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● Getting inbound links from high ranking pages

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 Summary

● SEO (Search Engine Optimisation) is an important part of SEM (Search Engine Marketing)
● It constitutes all organic methods to optimise your website so that it ranks higher on search engine
result page, thereby increasing the quantity of visitors on your website
● SEO is crucial as most of the online activities begin on a search engine (primarily Google)
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● Google tries to show the most relevant and reliable search results for the user
● This is done by looking judging the content of the webpages and the quantity and quality of pages
linking to it.
● Long-tail keywords are longer keywords which have less search volume and hence less competition
● Websites can target long-tail keywords more efficiently as it is the SEO equivalent of marketing to
your niche audience!

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