Course:
SEO/SEM
What is
SEO?
Dominating Search Results in the Digital Age
Presented
Luna Fouladgar
What is
SEO?
Search Engine Optimization is the art and science of making your
website more attractive to search engines and users alike. It's a crucial
digital marketing strategy that:
Helps businesses increase their organic visibility in search results
Drives qualified traffic without paying for advertising
Builds long-term sustainable online presence
Creates better user experiences for website visitors Key Statistic:
Over 90% of online experiences begin with a search engine
How does
it work?
Modern search engines operate through a sophisticated
process which is crawling: Search engine bots (spiders)
systematically browse the web, discovering new and updated
content Indexing. Discovered pages are processed and stored
in massive databases Ranking, complex algorithms analyze over
200 factors to determine:
Content relevance to search queries
Website authority and trustworthiness
User experience signals
Technical website health
On-Page
SEO
These are the factors you directly control on your website:
Title Tags & Meta Descriptions:
Your website's first impression in search results
Must be unique, descriptive, and include target keyword
Content Optimization:
High-quality, relevant content that answers user queries
Strategic keyword placement in headings and body text
Proper header hierarchy (H1, H2, H3)
Technical Elements:
Clean URL structure
Image optimization with descriptive alt text
Internal linking for better site structure
Site Speed:
Critical for user experience and rankings
Optimize images, leverage browser caching
Minimize code and redirect chains
Mobile Optimization:
Mobile-first indexing is now standard
Technical
Responsive design is non-negotiable
Touch-friendly navigation
SEO
Technical Requirements:
Secure HTTPS connection
XML sitemap implementation
Robots.txt configuration
Schema markup for rich results
Content
Strategy
Content Planning: Understanding User Intent:
Comprehensive keyword research Informational: "How to" guides
Topic clustering and pillar pages Navigational: Brand searches
Content calendar development Commercial: Product research
Regular content audits Transactional: Ready to buy
Mix of content types (blog posts, videos, infographics)
Off-Page
SEO
Link Building:
Natural backlink acquisition strategies
Guest posting on relevant sites
Broken link building
Digital PR and outreach
Brand Building:
Social media presence
Online reputation management
Local SEO optimization
Industry partnerships and collaborations
Essential
SEO Tools
Analysis & Tracking: Additional Tools:
Google Search Console: Performance Keyword research tools
monitoring Page speed testing tools
Google Analytics: User behavior Mobile-friendly testing tools
analysis Schema generators
SEMrush/Ahrefs: Competitor analysis
Screaming Frog: Technical SEO audits
SEO Best
Practices
Create content for users first,
search engines second!
Avoid:
Maintain consistent quality across all pages Keyword stuffing
Regular website audits and updates Duplicate content
Mobile optimization priority Hidden text or links
Site speed optimization Purchased links
User experience improvements Thin content
Traffic Metrics:
Organic traffic growth
SEO
KPIS
New vs returning visitors
Traffic by channel
Page views and time on site
Ranking Metrics:
Keyword position tracking
Featured snippets
Local pack appearances
Domain authority growth
Engagement Metrics:
Conversion rates
Bounce rates
Pages per session
Average session duration
