digital marketing in search engine optimize

Search Engines
• Well-known search engines:
– Google (Launch Date 4th September 1998)
– Yahoo (Launch Date 1994)
– Bing (Launch Date 2009)

What is SEO?
• SEO: Search Engine Optimization.
• It is the practice of optimising a
website to achieve higher rankings on
the search engine results pages
(SERPs).
• SEO is a marketing discipline focused
on growing visibility in organic (non-
paid) search engine results.

Query & SERP
• A query is a word or string of words
that a user types into the search box
on a search engine.
• The page that search engines show as
a result of a query is called «Search
Engine Result Page» (SERP)

SERP (Search Engine Result Page)

Types of Search Queries
• Transactional searches:
– Identifying a local business, making a purchase
online, or completing a task.
– Buy blue tshirt
• Navigational searches:
– Visiting a pre-determined destination or sourcing
a specific URL.
– Turkish Airlines
• Informational searches:
– Researching non-transactional information,
getting quick answers, or ego-searching.
– Breeds of dogs that don’t bark

Why ranking high is important?
• On average, 71.33% of searches result in
a page one organic click.
• Page two and three get only 5.59% of the
clicks.
• On the first page alone, the first 5 results
account for 67.60% of all the clicks and
• The results from 6 to 10 account for only
3.73%.
Source: https://moz.com/blog/google-organic-click-through-rates-in-2014

Why ranking high is important?

What do Search Engines do?
• Responding to user queries with
relevant results by:
– Crawling & Indexing web pages
– Determining search results and rankings
by constantly tuning their algorithms

Crawling & Indexing
• Search engines use huge set of
computers to fetch/crawl pages on
the web.
• Crawling is the process by which bots
discover new and updated pages to
be added to the index.
• Googlebot is Google's web crawling
bot (sometimes also called a "spider").

Algorithms
• Search Engines do no share their
algorithms explicitly
HOWEVER
• They provide information about
optimization and best practices.

Method Of SEO
Search engine optimization(SEO) is a technique which is used for boosting
your website’s rankings on search engines. It is one of the best ways to
gain better visibility through organic search and enhance traffic. If you are
into a business and want to ensure that your website gets a high ranking
on search engine rankings, then it’s wise to hire an SEO services agency to
optimize your site and ensure a visible improvement. Some of the most
common methods of doing SEO are mentioned below: – 3 Types
1. White Hat SEO 3. Grey Hat SEO
2. Black Hat SEO

Method of SEO
• White Hat SEO: Ethical SEO practices
that conform to the search engine
guidelines.
• Black Hat SEO: Optimization that goes
against search engine guidelines.
• Grey Hat SEO: This a method of SEO
which is neither black or white. It doesn’t
make complete usage of black hat SEO
and is a combination of both.

1. White Hat SEO
White Hat SEO is one of the most widely used SEO techniques and
is the one which use methods and techniques to enhance a
website’s search engine rankings. It does not violate search engine
guidelines. A number of methods which the white hat SEO utilizes
include the creation of relevant, campaigns for link acquisition
through them, HTML optimization of website & restructuring &
manual outreach & research. When out opt for the white hat
SEO method, you will get a gradual yet satisfactory growth in your
rankings.

2. Black Hat SEO
Black Hat SEO, on the other hand, is a type of SEO technique which
takes advantage of the shortcomings in algorithms or search
engines to acquire high rankings for websites. This is a type method
of SEO guidelines set by search engines, especially Google. The
naturalness level is very low due to fact that the techniques used in
this type of SEO method include hidden text, link spam, keyword
stuff, cloaking etc. When you opt for this method, you can hope for
unpredictable, quick but momentary growth in ranking. Chances of
your site being penalized will also be high.

KEYWORD RESEARCH & DEVELOPMENT

Keyword Research
• Marketers never had access to this
much data about customer intentions.
• Keyword research enables marketers
to create insights into the thinking of
potential customers.

Keyword Research & Keyword
Development
• Keyword selection is an essential part
of SEO.
• The goal is to find:
– relevant
– high traffic
– less competitive keywords

Short-Tail vs Long-Tail
– Short-tail: Upto 3 Words
Digital Marketing Services
– Long-tail: Above 3 Words
Cool places to eat in London

Long-Tail Search Queries
• Longer queries (containing more
words) that are often more targeted
than shorter broad queries.
– Computer with high processing speed
– Cheap waterproof dslr case
– Cool places to eat in London
– Best place to stay in Rome

Keyword Research
• You can start with related searches
and Google instant

LSI = Latent Semantic indexing
LSI (Latent Semantic Indexing) Keywords are conceptually related
terms that search engines use to deeply understand content on a
webpage.

Some Other Tools
• Google Keyword Planner
• Ubersuggest
• Semrush
• kwfinder.com
• keywordtool.io
• Google Trends

HOW TO DO COMPETITOR RESEARCH?

How to Discover your Online Competitors Using Semrush
Competitive Analysis is a foundation of digital marketing. If you know who your
biggest competitors are, you can gather insights into what they do well and
build your own strategy to outperform theirs. This article will show you how to
quickly identify your top competitors using Semrush.
Semrush offers 6 main reports to find competitors based on the following
criteria:
1.Organic Competitors Report (based on shared organic keyword rankings)
2.Backlinks Competitors Report (based on shared backlinks)
3.Advertising Competitors Report (based on shared paid keyword rankings)
4.PLA Competitors Report (based on shared Google Shopping keyword
rankings)
5.Position Tracking Competitors Discovery (based on a custom list of target
keywords)
6.Market Explorer (based on common website categories and audience
interest)

Use the Organic Research Competitors report to see all of the websites
that frequently compete with your site for website traffic on organic
search results.
If you want to improve SEO, this will show you your site’s top SEO
competitors that you need to worry about.
The report is simple - just enter your domain name in the search bar
(making sure you are under Organic Research and find
the Competitors tab) and Semrush will list all of the sites that compete
for the same keywords as the queried domain - based on common
keywords and having a similar total organic keyword count.
1. Discover Your Competitors Based on Organic Keyword Position

digital marketing in search engine optimize

Use the Backlinks Competitors report to find the websites that have the
most shared referring domains in their backlink profile as your site.
The reasons you would want to know your competitors based on
backlinks is if you want to improve your SEO with link building.
The report works very simply - go to Backlinks Analytics, enter your
domain, and click on the “Competitors” tab. This will present the queried
domain’s top competitors based on shared backlinks and referring
domains.
Once you find out your site’s top competitors, you can look for new link
building opportunities to build links to your own site based on who is
linking to your competitors. For more on this report check out the user
manual.
2. Discover Your Competitors Based on Backlink Profiles

Go to the Advertising Research Competitors report to find the websites
that are competing with your site the most among Google’s PPC Google
Ads results.
This report works very similarly to the Organic Research Competitors
report in that it measures competition level of websites by their shared
paid keywords and similarity in total paid keyword count. Enter your
domain name under Advertising Research and click on the Competitors
tab to get the report
If you want to improve the performance of your PPC campaigns, this
report will show you the competitors you can analyze in Semrush to get
more ideas and build your own strategy to outperform theirs. For more,
check out the user manual.
3. Discover Your Competitors Based on PPC Keyword Positions

Another way to find advertising competitors is with the PLA Competitors
report. PLA stands for Product Listings Ads and this report will show you
which sites are competing with your site the most among Google
Shopping results. Make sure you are under PLA Research when you
query the domain and select the Competitors tab.
For more on how to use our PLA reports to improve your Google
Shopping campaigns, check out the user manual.
You can also compare PLA keyword profiles and find gaps in your
competition’s Google Shopping strategies using the Keyword Gap tool
and adding the filter for PLA keywords.
4. Discover Your Competitors Based on Google Shopping
Keyword Positions

Now, if you don’t have any rankings yet but you have a list of target
keywords, you can find out who your top competitors for those
keywords will be by setting up a Position Tracking campaign.
1.Create a Project for your domain
2.Go to Position Tracking and start a new campaign
3.Add your target keywords and location to start the tool. For help with
configuration, read Configuring Position Tracking.
4.Navigate to the Competitors Discovery tab and monitor the domains
that appear in this report over time. These are the sites currently with
the most visibility for your list of target keywords in the selected
location.
5. Discover Your Competitors Based on a Target
Keywords (and location!)

A great way to see how your competitors in your industry are performing
is by utilizing the Market Explorer tool. This tool gathers data using our
Traffic Analytics database and third party data-providers to display
estimated traffic and demographic information about a market’s
audience.
Start by entering your own domain into the search bar. Once the data is
pulled, navigate down to the Market Relevant Sites section of the tool.
This will provide you with a list of the top websites in the industry of the
queried domain. When you click on your competitor's domain, you will
see the metrics to the right reflect their traffic estimations.
You are able to see the total traffic of a domain, the total traffic trends,
the domain’s top traffic sources, and the target audience’s age and
gender.
6. Discover Your Competitors in Your Industry

White SEO Strategies
• SEO can be divided into two main
strategies:
On-Page
Optimization
Off-Page
Optimization

On-Page Optimization
• On-page optimization is achieved by
making changes to the
– Content
– HTML code
– Structure of a website
In order to make it more:
✓ accessible for search engines
✓ easier for users to find & use

On Page SEO Techniques & Activity
1. H1 Heading
2. Meta Title
3. Meta Description
4. Unique Content
5. Alternative Text
6. Image Optimization
7. Bold/Italic
8. Hyperlink or Anchor
Text
9. Content is more than
HTML coding
10. Sitemap
11. Robots.Txt
12. Canonical Issue
13. Broker Link/404 Found
14. Keyword Density
15. Keyword Proximity
16. Keyword Prominence
17. Check Grammar and
Spelling
18. TUD – Title, URL,
Description
19. Mobile Friendly Website
20. Website Speed Load Time
21. Rich Snippet (Schema)

1. H1 Heading
H1 Heading Tag has traditionally been regarded as one of the major ranking
factors and a major signal to search engines about the matter that the content
of a page deals with. Often the user sees the headline on landing on a specific
page. So, it is the headline which makes the visitor feel assured that he is at
the correct place and will find the information he is looking for.
H1 Heading Tag – Code Sample
<head>
<H1>Example H1 Heading</H1>
</head>

2. Meta Title
Meta title is used for passing information directly search engines
which lack direct access to it. The limit of Meta title tag is 55 to 60
characters.
Meta Title Tag – Code Sample
<head>
<title>Example Title</title>
</head>

3. Meta Description
The meta tag description tag in HTML refers to the 155 to 160
character extract which summarizes the content of a web
page. Search engines occasionally use these extracts to enable
visitors to know what a page is about before they click on it.
Meta Description Tag – Code Sample
<head>
<meta name=”description” content=”This is an example of a
meta description. This will often show up in search results.”>
</head>

4. Unique Content
Content is what people look for, in different forms. It can be in
the form of Wikipedia pages, articles, video, blogs or social
media. The better the quality of your content, the higher will be
your ranking.
Content is king

5. Alternative Text
The google is not read the image, google read the Alt. text. That
why Alt Text is very important in the on-page SEO. An alternative
text is an HTML attribute which is used for offering a description of
an image file’s contents. One of the most common uses of
alternative text is to offer text for visitors who cannot view images
in their browsers.

6. Image Optimization
In the simple word, we reduce the size of the image. Image
optimization is the job of lossy and lossless compression. The
differences in image formats are because of the difference in the
way lossy and lossless algorithms are utilized for optimizing an
image.

7. Bold/Italic
Usage of bold/italic in content helps in highlighting important
lines. It makes readers slow down their reading pace and read in
detail.

8. Hyperlink or Anchor Text
Anchor text refers to clickable text in a hyperlink. SEO experts
prescribe that anchor text needs to be relevant to the page you
are linking it to, rather than generic text.

9. Content is more than HTML coding
Always remember, the website content is more than HTML
coding because the Google checks the content. If the content is
very less than your page is not optimized properly.

10. Sitemap
A sitemap is an XML file which is filled with URLs of your
individual web pages. It is similar to an archive of every web
page on your website.

11. Robots.txt
Robot. TxT is the allow or disallow the Robot (Crawler or Bot or Spider). Website owners
utilize the /robot.txt file to give commands about their site to web robots. This is called
The Robots Exclusion Protocol.
Example –
1. Allow indexing of everything
User-agent: *
Disallow:
or
User-Agent: *
Allow: /
2. Disallow indexing of everything
User-agent: *
Disallow: /
3. Disallow indexing of a specific page
User-agent: *
Disallow: /about-us
This code means owner allow the whole website for the Google Crawler.

12. Canonical Issue
A canonical issue occurs when 301 redirects are not placed in
proper order. This means that your website can be opened by
search engines from many different URLs.
Canonical Tag – Code Sample
<link rel=”canonical” href=”http://example.com/blog” />

13. Broker Link/404 Found
The display of 404 page means that the original page is gone.

14. Keyword Density
Keyword density means the % of times a keyword or phrase appears on
a web page in comparison to the total number of words on that page.
The primary keyword density is 2 to 3% and secondary keyword
density is 1 to 2%. The formula of keyword density is (number of
keyword/total number of an article)*100.

15. Keyword Proximity
Keyword proximity means the distance between individual
keywords of a search term.
16. Keyword Prominence
In SEO, keyword prominence means prominent placement
of keywords or phrases in a web page.

17. Check Grammar and Spelling
Grammar and spelling checks are essential to make content
readable. High authority sites give importance to contents with
error free grammar and spellings.
18. TUD – Title, URL, Description
TUD means your page keyword put in the Title, URL, and
description. The title, URL, and descriptions help search engines
to know what a page is all about. Click through rates improve as
a result.

20. Website Speed Load Time
Website speed load time means the time required to fully
show the content of a particular page. If the website load time
is less than the more visitor comes and website opens very
fast.
19. Mobile Friendly Website
A mobile-friendly website is a site which is designed in a
manner to display perfectly on small screens of tablets and
smartphones.

21. Rich Snippets (Schema)
• You can provide some additional data
to search engines by using Rich
Snippets and structured data.
• Schema.org provides some examples
of data that can benefit from
structured markup, including people,
products, reviews, businesses, recipes,
and events.

Use These Strategies to
Outrank High Authority Sites

Is it possible for a small website with an average domain
authority and a subpar backlink profile to outrank a big, high
authority website?
Interestingly, the answer is YES. It's possible!
The big question is “How?”
And it is this “how” part that is holding a lot of small websites
back from potentially gaining top rankings and growing their
audiences.
But you're in good hands today because in this guide, not only
are we going to explain why it is possible to outrank bigger
websites, we are also going to discuss the strategies we have
found to be effective for gaining the upper hand against these
high authority competitors.

HOW TO BEAT BIGGER COMPETITORS TO
THE TOP OF SERPS
1. Start by Targeting ‘that ONE Page’
2. Publish Content BETTER than the Competition
3. Create Backlinks like Crazy
4. Outperform the Competition from a Technical Standpoint
5. Target Long-tail Keywords

Off-Page Optimization
• Off-page optimization is generally
focused on building links to the
website
• It can be referred as increasing a
website’s popularity in terms of quality
links from other websites.

What is Link Building?
• Link building is the practice of actively
marketing your site with the intent to
obtain links from other sites.

Meaning of Links
• Search engines treat links as votes for
popularity and importance.
• Trustworthy sites tend to link to other
trusted sites, while spammy sites
receive very few links from trusted
sources.

Page Rank Algorithm
• In simple terms, each link to a web
page is a counted as a vote for that
page, and the page with the most
votes wins.
• Link value was also affected by:
– Anchor text
– Relevance
– Authority
– Trust

Link Signals
• Global Popularity
• Local/Topic-Specific Popularity
• Anchor Text
• TrustRank
• Link Neighborhood
• Freshness
• Social Sharing

Link Building Basics
• "Natural" Editorial Links
• Manual "Outreach" Link Building
• Self-Created, Non-Editorial

Samples of Link Building Strategies
• Get your customers to link to you
• Build a company blog; make it a
valuable, informative, and entertaining
resource
• Create content that inspires viral sharing
and natural linking
• Be newsworthy

Researching The Competition
• Some tools
– Searchmetrics
– Similar Web
• It’s useful to analyze the following
elements of all competing websites:
– Content
– Links
– Meta Data
– Etc.

Data!
• You should at least follow:
– Traffic sources and volume
– Search Engine Rankings
– Index status
– Crawl stats

Data Tools
• Web Analytics Tools (such as Google
Analytics)
• Google Search Console (Formerly
know as Google Webmaster Tools)
• Logs
• Free & Paid Tools available online

What has happened lately?
• Panda & Penguin
• Hummingbird
• Mobile

Panda Update
• Panda was rolled in 2011.
• Creating a great user experience
became more and more important.
• Unique, good, sharable content
became important as content that is
«intentionally created for SEO
purposes» got penalized.
• Metrics like bounce rate, average time
on site, etc. became more important.

Penguin Update
• Panda was rolled in 2012.
• It was mostly about backlinks.
• Buying links and obtaining them
through link networks to boost Google
rankings was punished.

Hummingbird
• Google’s new search algorithm.
• It was released in 2013.
• Pagerank is considered to be one of
the ingredients of Hummingbird.
• Designed to focus on meaning behind
the words.
• Conversational search
– «Where can I buy a cheap smartphone?»

Mobile Friendly
• In 2015, Google released their «mobile
friendly update»
• Mobile friendy pages now have a
boosted ranking on mobile search
results.

Keeping up with the changes
• https://moz.com/google-algorithm-
change
• http://searchengineland.com/library/g
oogle/google-algorithm-updates
• Also, keep following all the resources
stated in the syllabus in the beginning
of the year.

A SEO Case Study of
Tajfoods.com.au

About The Tajfoods.com.au
Taj Foods have grown to become one of the leading basmati
brands amongst the extremely discerning rice eating community,
and one of the leading Basmati Rice Manufacturers, Importers, and
Exporters in Australia. Consistent high quality, attractive price
points, very high customer satisfaction and brand loyalty have been
the main guiding principles of growth.
Target Audience is Worldwide Rice & Food Markets.
We started managing their Search Engine Optimization, especially
for Organic Search, since May - 2018.
Website: https://tajfoods.com.au/

Challenges
➔ Tajfoods.com.au was struggling to be on the first page and gain
search engine traffic.
➔ Tajfoods.com.au wanted to rank with highly competitive search
terms for these keywords group like rice brands(Basmati), dairy
products, spices etc.
➔ Improving ranking and organic traffic was a very tough task, due to
highly competitive foods & supplements keywords in the world.
➔ Tajfoods had bad user-experience, and high bounce rate & CTR.
➔ Tajfoods were fighting with tough competitors like Alibaba,
Amazon, etc.

Challenges (contd.)
➔ 1000+ unnecessary links was already indexed in Google, Bing,
& Yahoo.
➔ We were monitoring on regular basis because some of the
competitors were doing spamming & bot attacks.
➔ Targeted demographics based audience.
➔ Lots of bad links were already built.
➔ Business was not appearing in Local searches.

Achievements
➔ Increased the competitive keywords rankings tremendously
➔ Increased Organic traffic per month
➔ Increased Unique & genuine visitors
➔ Bounce rate improvements
➔ Improved page views & sessions
➔ Target on demographics based visitor
➔ Gave a unique user-experience
➔ Performed On-site Maintenance
➔ Increased interest based leads

Improved Rankings
We worked on few keywords, built authority and ultimately
influenced their search result ranking in 3-4 months.
Now, 18 of their keywords rank among the top 10. And 10
keywords rank among the top 3. And 4 keywords rank Number
1.

Real Screenshot of Ranking (contd.)

Improvement In Organic Traffic
Achieved 0 to 16 Clicks Per Day

100% Improvement Organic Search in 3-4 Months

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