Search Engine Optimization (SEO)

• SEO stands for search engine optimization. SEO practitioners

optimize websites, web pages and content for the purposes of
ranking higher in search engines, like Google.

• SEO is a set of practices designed to improve the appearance,

positioning, and usefulness of multiple types of content in the
organic search results. This content can include web pages,
video media, images, local business listings, and other assets.
Why SEO is Important

• Increased Visibility: The primary purpose of SEO is to improve a

website's visibility on search engines. When your website ranks

higher in search results, it's more likely to be seen by users, leading to

increased organic traffic.

• Traffic Generation: SEO is a crucial strategy for attracting organic

(non-paid) traffic to your website. By optimizing your content and

website structure, you can draw in visitors who are actively searching

for information, products, or services related to your industry.

• Brand Credibility: High search engine rankings can boost your brand's

credibility and trustworthiness in the eyes of users. People tend to

trust websites that appear at the top of search results more than

those on later pages.

• Lead Generation: For businesses, SEO can be a valuable tool for

generating leads. By targeting keywords related to your products or

services, you can attract potential customers who are interested in

what you offer.

• E-commerce Sales: Online retailers can use SEO to increase sales by

optimizing product pages, improving the user experience, and

targeting keywords relevant to their products.

• Content Marketing: SEO and content marketing are closely related.

SEO helps ensure that your valuable content reaches a wider

audience, and high-quality content can, in turn, enhance your SEO

efforts.
• Competitive Advantage: SEO is essential for staying competitive in

the online marketplace. If your competitors are investing in SEO and

you're not, you risk losing market share.

• Local Marketing: Local businesses can benefit from local SEO efforts,

ensuring that their business appears in local search results, online

maps, and directories.

• Cost-Effective Marketing: Compared to many other marketing

strategies, SEO can be cost-effective in the long run, especially when

you're consistently generating organic traffic without paying for each

click.
• Data and Insights: SEO tools provide valuable data and insights into

your website's performance and user behavior, helping you make

data-driven decisions.
• Analytics and Reporting: SEO tools and analytics platforms provide

detailed insights into website performance, allowing you to measure

the effectiveness of your strategies and make improvements.

On Page Optimization
• On-page optimization, also known as on-page SEO (search engine optimization), refers to
the process of optimizing individual web pages to improve their search engine rankings
and overall visibility in search engine results pages (SERPs).

• On-page optimization involves making changes and improvements directly on a website

to ensure that the content and HTML source code of a page are search engine-friendly
and relevant to the keywords or topics the page is targeting.

• The primary goal of on-page optimization is to make it easier for search engines to
understand the content and relevance of a web page.
Keyword Research: Start by researching and selecting relevant

keywords for each page. Use tools like Google Keyword Planner,

SEMrush, or Ahrefs to identify the right keywords to target.

Quality Content: Create high-quality, informative, and engaging

content that satisfies the user's search intent. Content should be well-

researched, well-written, and provide value to your audience.

Title Tag: Craft an attention-grabbing and descriptive title tag for each

page, including the primary keyword. Keep it under 60 characters for

better search engine display.

Image Optimization: Optimize images by using descriptive file names

and alt text. Compress images to reduce page load times and improve

user experience.
Internal Linking: Create a logical internal linking structure by linking to

related pages within your website. This helps both users and search

engines navigate your site.

URL Structure: Ensure that your URLs are clean, descriptive, and

include your target keywords. Avoid using lengthy, confusing URLs.

Mobile Optimization: Make sure your website is responsive and

mobile-friendly. Google prioritizes mobile-friendly sites in its search

results.
Page Loading Speed: Improve page loading speed by optimizing

images, minifying CSS and JavaScript, and leveraging browser caching.

Tools like Google Page Speed Insights can help with this.
Monitoring and Analytics: Continuously monitor the performance of

your pages using tools like Google Analytics and Google Search

Console. Analyze data and make necessary adjustments.

Off Page Optimization

• Off-page optimization, also known as off-page SEO, refers to the set of strategies

and activities that are conducted outside of your website to improve its search

engine ranking and online visibility.

• While on-page optimization focuses on optimizing your website's individual web

pages, off-page optimization is concerned with factors that influence your site's

authority, trustworthiness, and popularity in the eyes of search engines.

Social Media Marketing: Establish a strong presence on social media

platforms. Share your content, engage with your audience, and

encourage social sharing of your content. Social signals can indirectly

impact your search rankings.

Content Marketing: Create high-quality and shareable content. The

more valuable your content is, the more likely it is to be linked to and

shared on social media. Content can include blog posts, infographics,

videos, and more.

Influencer Marketing: Collaborate with influencers in your industry

who can help promote your content or products to their followers.

Influencers can have a significant impact on your online visibility.

Online Reputation Management: Monitor and manage your online

reputation. Respond to reviews and comments, address negative

feedback, and actively engage with your audience on various platforms.

Local SEO: If your business has a physical presence, optimize your

website for local search. Create and maintain a Google My Business

profile, and get listed in local directories. Encourage customers to leave

reviews.
Social Bookmarking: Share your content on social bookmarking sites

like Reddit, Digg, and StumbleUpon. This can help drive traffic and

increase your content's exposure.

Q&A Sites and Forums: Participate in relevant forums and question-

and-answer sites like Quora. Provide helpful answers and include links

to your content when appropriate.

Press Releases: Distribute press releases for significant company news

or events. This can help with brand visibility and mentions on news

websites.
Creating Search Campaign

• Creating a search campaign is an important part of running a

successful online advertising campaign, typically using platforms like

Google Ads. Here are few steps which involved in setup of Search

Campaign.
1. Set Your Campaign Goals:

Determine the primary objective of your search campaign. Are you

looking to drive website traffic, generate leads, increase sales, or

achieve another goal? Your campaign's goals will influence its setup

and optimization.
2. Keyword Research:

Conduct thorough keyword research to identify the search terms and

phrases that are relevant to your business. Tools like Google Keyword

Planner can help you find keywords with sufficient search volume.
3. Create Ad Groups:

Organize your campaign by grouping related keywords into ad groups.

Each ad group should have a specific theme or set of related keywords

to ensure your ads are relevant to users' search queries

4. Write Ad Copy:

Create compelling ad copy that includes a headline, description, and

display URL. Make sure your ad copy is aligned with the keywords in

each ad group and highlights the benefits of your products or services.

5. Determine Budget and Schedule:

Set your daily or monthly budget and choose the campaign start and

end dates. It's important to allocate a budget that aligns with your

goals and ensures you won't overspend.

6. Targeting Options:

Define your target audience by specifying factors such as location,

demographics, device type, and more. This helps you reach the right

audience for your products or services.

7. Conversion Tracking:

Install conversion tracking on your website to measure the

effectiveness of your campaign. This allows you to track actions like

form submissions, purchases, or other desired outcomes.

8. Ad Scheduling:

Decide when your ads should appear by setting ad scheduling. You can

target specific days of the week and times of the day when your

audience is most active.

9. Monitor and Optimize:

Continuously monitor the performance of your campaign. Make

adjustments based on data, such as click-through rates (CTR),

conversion rates, and return on investment (ROI). Optimize your ad

copy, keywords, and bidding strategy as needed to improve results.

10. Negative Keywords:

Add negative keywords to prevent your ads from appearing for

irrelevant search queries. This helps you avoid wasting budget on

irrelevant clicks.
11. Report and Analysis:

Regularly review campaign performance data and generate reports to

assess the effectiveness of your search campaign. Adjust your strategy

as needed.
Google AdWords

• Google AdWords, now known as Google Ads, is a powerful advertising

platform offered by Google that allows businesses to display their ads

on Google's search engine results pages and across its extensive

network of partner websites.

Need of Google Ads

• Increase Online Visibility: Google is the most widely used search

engine, and Google Ads allows businesses to show their ads to

potential customers when they search for relevant keywords. This

helps increase online visibility and brand awareness.

• Targeted Advertising: Google Ads enables businesses to target

specific keywords, demographics, geographic locations, and even the

timing of ad displays. This ensures that ads are shown to a relevant

and interested audience.

• Cost Control: Advertisers have control over their budget. They can set

a daily or monthly budget, and Google Ads will never exceed that

limit. This makes it suitable for businesses with different budget sizes.
• Pay-Per-Click (PPC): With Google Ads, you only pay when someone

clicks on your ad. This means you're not paying for ad impressions

(views) but for actual interactions with your ad, making it a cost-

effective advertising model.

• Measurable Results: Google Ads provides detailed analytics and

reporting tools. Advertisers can track the performance of their ads,

measure the return on investment (ROI), and make data-driven

decisions to improve ad campaigns.

• Ad Format Variety: Google Ads supports various ad formats, including

text ads, display ads, video ads, and more. This flexibility allows

advertisers to choose the format that best suits their marketing goals.
• Ad Extensions: Advertisers can use ad extensions to provide

additional information or call-to-action buttons within their ads. This

can enhance the visibility and effectiveness of the ad.

• Competitive Advantage: Google Ads can help businesses outrank

competitors in search results, even if their organic search rankings are

lower. It levels the playing field for businesses of all sizes.

How Google Ad Works?

• 1. Advertisers create campaigns: To get started with Google Ads,

advertisers first need to create advertising campaigns. A campaign

consists of one or more ad groups, and each ad group contains a set

of keywords, ads, and a budget.

2. Keyword research: Advertisers need to select relevant keywords that

are related to their products or services. These keywords will trigger

their ads to appear when users search for those specific terms on

Google.
3. Ad creation: Advertisers create text, image, or video ads that are

designed to attract the attention of potential customers. These ads

typically include a headline, description, and a call to action.

4. Setting bids and budgets: Advertisers determine how much they are

willing to pay for each click on their ads (Cost-Per-Click or CPC). They

can also set daily or monthly budgets to control their ad spend.

5. Ad targeting: Google Ads offers various targeting options to reach a

specific audience. Advertisers can target by location, demographics,

interests, devices, and more. They can also use retargeting to show ads

to users who have previously visited their website.

6. Ad ranking: Ads are ranked based on Ad Rank, which is calculated by

multiplying the Quality Score (based on ad quality and landing page

experience) with the bid amount. Ad Rank determines the position of

the ad on the search results page.

7. Ad display: When a user's search query matches the selected

keywords, the ads from relevant advertisers enter the auction. The

winning ads are displayed on the search results page.

8. Pay-per-click: Advertisers are charged only when someone clicks on

their ad. The cost of each click is determined by the advertiser's bid

and the ad's Quality Score.

9. Performance tracking: Advertisers can use Google Ads' reporting

tools to track the performance of their campaigns. They can analyze

metrics such as click-through rate (CTR), conversion rate, and return on

investment (ROI).
10. Optimization: Advertisers can continuously optimize their

campaigns by adjusting keywords, ad copy, bids, and targeting settings

to improve their ad's performance and ROI.

Pay Per Click Display Advertising

• Pay-per-click (PPC) display advertising is a form of online advertising where

advertisers pay a fee each time their ad is clicked by a user. Unlike search

advertising, which displays ads on search engine results pages (SERPs) in

response to specific keyword queries, PPC display advertising involves

showing ads on various websites, social media platforms, or within mobile

apps.
1. Advertiser sets up a campaign: Advertisers create a PPC display

advertising campaign, specifying their goals, targeting criteria, and

budget. They design visually appealing image or video ads to engage

their target audience.

how PPC display advertising works

2. Ad network or platform: Advertisers typically use advertising

networks or platforms, such as Google Ads, Facebook Ads, or

programmatic advertising platforms, to manage their display

advertising campaigns.
3. Ad placement: Advertisers select the websites, apps, or platforms

where they want their ads to appear. These placements can be based

on various targeting options, including demographics, interests,

behavior, keywords, and more.

4. Auction and bidding: When a user visits a website or app that

participates in the ad network, an auction takes place to determine

which ad is displayed. Advertisers specify how much they are willing to

pay for a click on their ad (bid). The ad network uses various factors to

decide which ad to show, such as bid amount and ad quality.

5. Ad display: If an ad wins the auction, it is displayed on the selected

website or app. Users who find the ad appealing and click on it are

directed to the advertiser's website or landing page.

6. Payment: Advertisers are charged for each click on their ad, hence

the term "pay-per-click." The cost per click (CPC) can vary based on

factors like competition, ad quality, and targeting criteria.

7. Performance tracking: Advertisers use analytics and reporting tools

provided by the advertising platform to monitor the performance of

their display advertising campaigns. They can track metrics like click-

through rate (CTR), conversion rate, and return on investment (ROI).