Chapter 10
SEARCH ENGINE OPTIMIZATION
Copyright © 2023 by McGraw Hill Education (India) Private Limited.
How Search Engine Works? .
SEO PHASES
[Link] AUDIT
Keyword position
Sitemap
Browser, operating system, Devices compatibility
Backlink checker
Domain authority
Keyword cloud
Speed audit
2. CONTENT
3. On-Page Optimization
STEPS FOR [Link]
[Link] to Google’s Structured Data Step-2 Now select the type of Step -3 Click on CREATE HTML situated
Mark up Helper elements to be marked up. at the top RHS area
Step -4 Look for text that is highlighted Step-5 Google Snippet Helped by [Link]
in the source code and add it to your HTML
EXAMPLE OF SITE STRUCTURE
EXAMPLE OF ON-PAGE OPTIMIZATION
PAGE TITLE AND META TAGS
ANCHOR TEXT
ERROR 404 AND 500
KEYWORDS
BUILDING LONG-TAIL
THE SEARCH
CONTENT KEYWORD
DEMAND CURVE
SEARCH
KEYWORD FUNNEL
[Link]-PAGE OPTIMIZATION
Off PAGE OPTIMIZATION
Article Avoid
Backlinks Authority Blog Directories unnatural links
and Hubs Press Release Forums Promotion &
post/Commenting /classifieds Syndication
Social Media Reach
Target Specific Description
Embedding options
[Link]
Maintenance
SEO Tactics
Black hat SEO White hat SEO
Keyword stuffing
Cookie stuffing
Hidden text/links
Cloaking
Gateway pages
Mirror site
Social networking spam
Bog comment spam
Cyber squatting
Link farms
EXAMPLES OF BLACK HAT SEO
Blog comment spam Social networking spam
DIFFERENCE BETWEEN
BLACK-HAT SEO VS WHITE HAT SEO
Black Hat SEO White Hat SEO
Technique Technique
On-page factor Hidden text Titles and meta-data
Duplicate content Quality content
Off-page factor Doorway pages or Guest blogging
gateway pages
Links Page swapping Link building
Link farming Quality backlinks
Content Keyword stuffing Relevant keywords
Google Search Engine
Google Google Google Page Knowledge Google
Pirate Penguin
Caffeine Panda Penguin Layout Graph Hummingbi
(2012) (2014)
(2009) (2011) (2012) (2012) (2012) rd (2013)
LOCAL SEARCH SEO
GOOGLE MAP MARKETING
LOCAL SEO RESULTS INCLUSION OF SERVICES ON CUSTOMER ACTION
GOOGLE MAP
GOOGLE MY BUSINESS
Few important methods to
Optimize your business account
Make sure you enter Respond to as many reviews as Add relevant posts to share update of
the accurate and complete details possible your post as possible
SEO FOR ANSWER BOXES
SEO STEPS FOR TARGETING ANSWER BOXES
Google offering answer box Include tables
for question
Include lists and graphs
SEO-VISUAL SEARCH
Things google lens can do Benefits of visual search through google lens
How Can Brands Optimize for
Visual Search Through Google Lens
Brand Imaging
Image file
Image Count
How to optimize voice search?
How Voice Search Impacts Ensure website loads quickly
SEO Ranking?
It allows users to easily multi-task.
Write in layman’s language
Users can instantly get information
Colloquial language Include Featured Blocks of Content
Long tail searches
Vernacular language Focus on Local Searches
SUBDOMAIN VS SUBFOLDERS
Benefits of subdomain for
marketers
Example of
Subdomain links
SEARCH ENGINE RANKING AUDIENCE SEGMENTATION BETTER USER EXPERIENCE
SUB-FOLDER LINK
Sub folder links SEARCH RANKING RESULTS
WIRTH SUB FOLDER
MULTI LINGUAL SEO STRATEGY
Analysing the audience
Content of the website
Using dedicated URLs
Use of reflag and alternate tags
Opting for best CMS
International host
SEO–UI/UX
Components of user interface
Check Box and List Box,
Examples of Input Controls
Image Carousel and Pagination,
Examples of Navigational Components
Progress Bar and Modal Window,
Examples of Informational Components
Accordion,
Example of Containers
BEST PRACTICES FOR UI/UX DESIGN
VISUAL CHUNKING PROPER COLOUR COMBINATION
USE OF WHITE SPACES INTEGRATE IMAGERY
OFFER HELP & DOCUMENTATION
CHOOSE NEAT FONT
USING
FACETED SEARCH
ASSIST WITH PROPER NAVIGATION MOTIVATE WITH CALL TO ACTION
WEB HOSTING
Features provided by web hosting:- Having a great website
WEBSITE NAVIGATION
HORIZONTAL BAR NAVIGAATIION
Fly-out menu and drop-down menu navigation
Vertical bar/ Sidebar navigation
Footer navigation
Why are social media icons
important for websites?
Increases brand exposure
For a better user experience and for generating traffic
Search engine rankings
ADVANCE WEBSITE FEATURES
E-MAIL INTEGRATION ACTIVE SIDEBAR CHATS
VIDEOS AND PATTERNS AS CUSTOMER REVIEW
BACKGROUD