Search engine optimization (SEO)

• Search Engine Optimization (SEO) is the process of optimizing a website

or online content to improve its visibility and ranking on search engine
results pages (SERPs).
• The goal of SEO is to attract organic (non-paid) traffic from search engines
like Google, Bing, and Yahoo.

Types of SEO

• On-Page SEO: Optimizing elements on your website (e.g., content, meta tags,
headings).
• Off-page SEO: Building authority through backlinks and external signals.

A. On-Page Optimization

• On-page optimization refers to the various factors you can control on your
website to make it more search engine friendly.
• Here are some essential on-page optimization techniques you should focus
on:

1. Keyword Research: Keywords are the foundation of SEO. You need

to identify relevant keywords and phrases related to your website’s
content and integrate them into your content. Use tools like Google
Keyword Planner or Ubersuggest to find the most popular and
relevant keywords.
2. Title Tags: The title tag is the HTML tag that tells search engines
what the page is about. Ensure that your title tag is relevant to the
page’s content and includes your primary keywords.
3. Meta Descriptions: The meta description is the short summary that
appears below the title tag in search results. It should be relevant
and engaging, and include your primary keywords.
4. Header Tags: Header tags (H1, H2, H3, etc.) are HTML tags that
indicate the page’s structure and content hierarchy. Use them to
organize your content, highlight important topics, and include your
primary keywords.
5. URL Structure: Your URL structure should be simple and easy to
read. It should also include your primary keywords.
 6. Image Alt Text – According to Google, “Alt text improves
accessibility for people who can't see images on web pages,
including users who use screen readers or have low-bandwidth
connections.
B. Off-Page Optimization
• Off-page SEO is about everything that doesn’t happen directly on
your website.
• Off-page optimization refers to the various techniques you can use
to promote your website and build links to it from other reputable
websites.
• Here are some essential off-page optimization techniques you
should focus on:
1. Link Building: Links from other reputable websites to your website
are crucial for improving your website’s authority and ranking on
search engines.
2. Social Media Marketing:

• Social media platforms like Facebook, Twitter, LinkedIn, and

Instagram can help you reach a broader audience and promote your
content.
• Share your content on social media, engage with your audience, and
build relationships with other industry influencers.

Crawler Based Search Engine:

1. CRAWLER-BASED Search Engine:
• As the name suggests, crawler-based search engines create their
databases or lists automatically, without any human intervention.
 • Crawler is a program used by search engines to collect data from the
website
• The process of finding both new and updated content on websites is
called ‘web crawling’
• Examples of crawler-based search engine are Google.com and
Bing.com.
• Crawler-based search engines are widely used to find and access
content over the Internet. They operate in three steps: 1) web
crawling, 2) indexing, and 3) searching
• Web crawling—Search engines start by collecting and storing
information about web pages.
• A web crawler is a computer program or software specifically
designed to collect and store data about websites for indexing
• Indexing—Indexing helps classify a website correctly for searching
purposes.
• Searching—Searching is the final step in search engine operations.
When a user requests specific information by entering keywords in a
search engine, the search engine queries the index and provides a
list of the most relevant web pages by matching it with the indexed
keywords.

Seven Layer of Social Media Analytics

Social media at a minimum has seven layers of data. Each layer carries
potentially valuable information and insights that can be harvested for
business intelligence purposes.
The following are seven social media layers
1.Text
2. Networks
3. Actions
4. Hyperlinks
5. Mobile
6. Location
7. Search engines
TEXT
• Social media text analytics deals with the extraction and analysis of
business insights from textual elements of social media content,
such as comments, tweets, blog posts, and Facebook status updates.
• Text analytics is mostly used to understand social media users’
sentiments or identify emerging themes
NETWORKS
• Social media network analytics extract, analyze, and interpret
personal and professional social networks, for example, Facebook,
Friendship Network, and Twitter.
• Network analytics seeks to identify influential nodes (e.g., people and
organizations) and their position in the network.
ACTIONS
• Social media actions analytics deals with extracting, analyzing, and
interpreting the actions performed by social media users, including
likes, dislikes, shares, mentions, and endorsement.
• Actions analytics (discussed in chapter 5) are mostly used to
measure popularity, influence, and prediction in social media.
MOBILE
• Mobile analytics is the next frontier in the social business landscape.
• Mobile analytics deals with measuring and optimizing user
engagement with mobile applications
HYPERLINKS
• Hyperlink analytics is about extracting, analyzing, and interpreting
social media hyperlinks (e.g., in-links and out-links).
• Hyperlink analysis can reveal, for example, Internet traffic patterns
and sources of incoming or outgoing traffic
Location
• It also known as spatial analysis or geo spatial analytics, is concerned
with mining and mapping the locations of social media users,
contents, and data.
SEARCH ENGINES
• Search engines analytics focuses on analyzing historical search data
for gaining a valuable insight into a range of areas, including trends
analysis, keyword monitoring, search result
HYPERLINK ANALYTICS
• HYPERLINKS ARE the pathways of social media traffic.
• Hyperlinks are references to web resources (such as a website,
document, and files) that users can access by clicking on it.
• Hyperlinks can link resources within a document (inter-linking) and
among documents (intralinking). For example, clicking on a
hyperlink in a tweet can link you to other resources (e.g., websites)
available over the Internet.
There are three types of hyperlinks, 1) in-links, 2) out-links, and 3) co-links.
1. IN-LINKS
• In-links are the incoming hyperlinks or links directed toward a
website
• In-links are of great interest to social markers, because they bring
traffic to a particular website.
• in-links can impact the search engine ranking of the website
• Studies have also shown that in-link counts strongly correlate with
measures describing business performance
2. OUT-LINKS
• Out-links are hyperlinks generated out of a website
• page A is sending two out-links: one to page B and one to page C.
3. CO-LINKS
• Co-links have two dimensions. First, if two websites receive a link
from a third website, they are considered to be connected indirectly
• For example, page A links to both pages B and C, therefore B and C
are considered to be co-linking.
• Second, if two pages link to a third page, they are also considered to
be colinking