Search Engine Optimization

 Search engine optimization is the process of improving the quality and

quantity of website traffic to a website or a web page from search
engines.
 Types of SEO
 On-Page SEO
 Off-Page SEO

ON PAGE SEO
 On-page optimization refers to all measures that can be taken directly within
the website in order to improve its position in the search rankings.
 On-Page Activities
• Competitor Analysis
• Keyword research
• Keyword placement
• Title tag
• Meta Tag
• Meta description
• Content optimization
• Image optimization
• URL structure analysis
• Sitemap
• Use of robots.txt
• Header tags
• Anchor links
 Competitor Analysis
An SEO competitor analysis involves researching the content and other elements of the content, like
the links and keywords a competitor has used. It is an SEO comparison between two competing
websites in a similar industry or business.

Three ways to compare competitors websites :-

 Technology
BUILTWITH.COM
• Web server
• Email services
• Hosting providers
• Consent management system
• Advertising
• Name server providers
• Content delivery network
• Document information
 Content
Webpage similarity comparison tools
• Page title
• Meta description tag
• Keyword
• Text
• Top two & three word keyword phrases
 Backlinks
Ahrefs
 The tool offers two different filtering options
• Show who is linking to all the targets
• Show who is linking to any of the targets
 Keyword research
A search term which a user types to find your website in the
search engine is called a Keyword. It can be a single word or a
phrase.
Keywords based on the Length -
There are 3 types of keywords, based on length.
• Short-tail keyword (Single Word, Ex:- Shoes, Mobiles)
• Medium-tail keyword ( 2 – 3 words, Ex:- Buy shoes online, Buy mobiles, Best
shoes online)
• Long-tail keyword ( More than 3 words, Buy best running shoes, Best washing
machine within 20k, Buy 43inch Led TV online)
 Title tag
A title tag is an HTML element that specifies the title of a webpage. It is
displayed on the SERP as a clickable headline for a searched keyword
and is one of the most important steps in On-Page SEO. It is shown as a
blue link on the SERP
The best practices to write a good title are :
• Keep your title length up to 60-70 characters including space to avoid
ellipses (…)
• Put important keywords at the beginning for more impact on search
rankings.
• Every page should have a unique Title tag for better understanding
for the users and it also improves CTR.
• Use separator after the keyword. Example: use a comma (,) or a
separator (|) or a hyphen (-)
 Meta Tag or Meta Description
A Meta description is a piece of text that provides a brief summary of a
webpage. It is displayed below the title tags in the SERP. Just like title
tags, this is also an important ranking factor for search engines. The
purpose of the Meta description is to get the users to click on your link.
Best practice to write a good Meta
description :
• Use up to 155-160 characters. Anything going beyond the optimal
length can be truncated by Google. 
• It should briefly describe the content of your page. Keep
it actionable which will urge the user to click. 
• Include a call-to-action.
• Add 1 or 2 focus keywords, keeping it relevant to the content of your
page so that Google shows this to the users.
• Write unique and readable descriptions for a better CTR
 Content optimization
Content optimization, or SEO (search engine optimization), is the
process of optimizing your content to make sure that it’s more visible
through the web. Search engine robots will rank highly optimized
content higher on a search engine page than non-optimized content
Content optimization tools -
• SEMRush writing assistant
• CopyScape
• Keyword wordstream
• Google alerts
• Yoast plugin
• BuzzSumo
 Image optimization
Image optimization is the process of creating and delivering high-
quality images in the ideal format, size, and resolution to increase user
engagement. It also involves accurately labeling images so search
engine crawlers can read them and understand page context.
Steps to Optimize Images for SEO
• Resize your images
• Optimize image file names
• Use alt tags
• Optimize the image title
• Include captions
• Use unique images
• Ensure that your text complements the images
• Add image structured data
 URL structure
URL is a permalink that shows your domain name along with a brief
structure of a page. URL is important for rankings, link sharing and even
adds value to your presence on the SERP. It is shown in green colour
text. By seeing the URL, the users and search engines should get a good
idea about what they can expect on the page.  

You can find the URL of a page in two places: 

• SERP
• In the address bar
 Best practices to write a good URL structure:
 Keep it simple, relevant, and as accurate as possible.
 Use hyphens (–) to separate words. If you are using a plugin like Yoast to add a structure
then the spaces are by default taken as a hyphen. 
 Use lowercase text only.
 Using the exact page name along with a keyword can increase the click-through rate. 
 A user-friendly URL structure is ranked higher by the search engines and also enhances
the user experience. 
 Sitemap
• A sitemap is a blueprint of your website that help search engines find, crawl and index all
of your website’s content. Sitemaps also tell search engines which pages on your site are
most important.
 
There are four main types of sitemaps:
• Normal XML Sitemap: This by far the most common type of sitemap. It’s usually
in the form of an XML Sitemap that links to different pages on your website.
• Video Sitemap: Used specifically to help google understand video content on
your page.
• News Sitemap: Helps Google find content on sites that are approved for Google
News.
• Image Sitemap: Helps Google find all of the images hosted on your site
 Use of robots.txt
• A robots.txt file tells search engine crawlers which URLs the crawler can
access on your site. This is used mainly to avoid overloading your site with
requests; it is not a mechanism for keeping a web page out of Google
How do I use robots txt in my website ?
The robots.txt file must be located at the root of the website host to
which it applies. For instance, to control crawling on all URLs below
https://www.example.com/, the robots.txt file must be located at
https://www.example.com/robots.txt 
 Header tags
• Header tags are used to highlight the main heading (H1) and subheadings (H2-H6) on
a page, H1 and H2 tags help in ranking pages better. When you use different header
tags, you structure your website content to make it easier for the visitors and
crawlers to understand it
Best practices for Header Tags:
• Use header tags to provide a good structure. Each header should give the user a
clear idea about the information provided on the page. Use H1 to highlight the
main heading of the page and H2-H6 tags to provide the subheadings and so
on. Please make sure to use only ONE H1 tag per page. 
• Include keywords in the headings. Do this for the bots that are scanning your
page and trying to understand the content. 
• Make sure that if you are using an H4, you use H3 and H2 as well. This adds
quality to your content and that helps in SEO.
 Anchor Links
If you create content on your blog for an individual page, then the
other pages of your website must direct the users to this blog page.
This is achieved through Anchor Links. You can do this by adding links in
between the content of the other pages within the website. 
 Web Master
Google Webmaster tools is Google's collection of Search Engine
Optimization (SEO) tools that help you manage your site in Google
Search results.
 Google Analytics
Google Analytics is an extremely useful tool when it comes to SEO. The
search engine that people use to find your website is handing out
useful nuggets of data left, right, and center in order for you to improve
your website