Search Engine

Optimization
Muhammad Usman Khalid
What is Search Engine?
A web search engine or Internet search engine is a software system that is
designed to carry out web search, which means to search the World Wide
Web in a systematic way for particular information specified in a textual
web search query.
What is SEO?
SEO is the process of affecting the visibility of a website or a web page in
a web search engine’s unpaid results. It is the process of getting traffic
from the “free”, “organic” or “natural” search results on search engines.
It is the process of increasing the quality and quantity of website traffic by
increasing the visibility of a website or a web page to users of a web
search engine.

SEO refers to the improvement of unpaid results and excludes direct

traffic/visitors and the purchase of paid placement.
Type of SEO
There are two types of SEO:

1. On page SEO
2. Off page SEO
3. Local SEO
4. Technical SEO
On page SEO and Off Page SEO
On page SEO: On-page SEO is the practice of optimizing individual web pages in order
to rank higher and earn more relevant traffic in search engines. On-page refers to both the
content and HTML source code of a page that can be optimized.

OFF page SEO: "Off-page SEO" (also called "off-site SEO") refers to actions taken
outside of your own website to impact your rankings within search engine results pages
Types of SEO Practices
There are three types of SEO practices:
1. White hat
2. Black hat
3. Grey hat
 White Hat Vs Black Hat Vs Grey Hat
White Hat: White hat SEO refers to any practice that improves your search rankings on a search engine
results page (SERP) while maintaining the integrity of your website and staying within the search
engines' terms of service.
I. Practicing optimizing strategies, technology and tactics
II. Following Search Engine guidelines
III. Quality Content
IV. Focus on User Experience
V. Backlinking
VI. Easy Navigation in site (Link Texts, buttons, menu)
VII. Keyword Rich Meta tags
VIII. Link Building
IX. Loading Speed
X. Mobile Friendly
White Hat Vs Black Hat Vs Grey Hat

Black Hat: Black hat SEO is a practice against search engine guidelines, used to get a site ranking
higher in search results. These unethical tactics don't solve for the searcher and often end in a penalty
from search engines.

I. Illegal and unethical ways of Ranking at the top

II. Duplicate Content

III. Hidden Text
IV. Keyword Stuffing
V. Clickbait
VI. Paid Links irrelevant or spammy links to boost rankings
 Why SEO is important?

1. Increased organic traffic

2. Enhanced credibility and trust
3. Cost-effective marketing
4. Better user experience
5. Competitive advantage
6. If you have an online business than you can’t grow without doing SEO.
7. It’s not only about Search Engine it’s also about the USER
Benefits of SEO
1. You don’t need to pay for getting higher rank.
2. Results are permanent
3. Increase in traffic.
4. Helps in Generating online business.
5. Increases chances of getting ahead from your competitors
National/Local SEO
Significance in Digital Marketing
● Enhanced Online Visibility:
• SEO remains pivotal in increases a website's ranking on search engine
results pages (SERPs), thereby boosting its visibility to users.
• Improved visibility often translates to a surge in organic traffic to the
website.
● Credibility and Trustworthiness:
• Websites positioned at the top of search results tend to be perceived as
more credible and reliable by users.
• Establishing trust is a fundamental aspect of building a robust online
presence and attracting a loyal user base.
Significance in Digital Marketing
● Optimized User Experience:
• SEO involves refining website structure and content, contributing to
an enhanced overall user experience.
• A positive user experience fosters higher satisfaction levels and
increased user engagement.
● Competitive Edge:
• Businesses investing in SEO gain a competitive advantage over those
neglecting it.
• Higher search result rankings often lead to increased clicks and
conversions, contributing to overall business success.
Significance in Digital Marketing
● Targeted Traffic:
• SEO enables businesses to focus on specific keywords and
demographics, ensuring that the received traffic is more likely to
convert into customers.
• This targeted approach enhances the return on investment (ROI).
● Adaptability to Algorithmic Changes:
• Given the frequent updates to search engine algorithms, SEO allows
businesses to stay adaptable and adjust their strategies accordingly.
• Staying abreast of algorithm updates is critical for maintaining and
improving search rankings.
Significance in Digital Marketing
● Analytics-Driven Decision Making:
• SEO tools and analytics offer valuable insights into website
performance, user behavior, and keyword rankings.
• Informed decisions can be made based on this data, allowing
businesses to fine-tune their strategies for optimal results.
● Integration with Other Marketing Channels:
• SEO works synergistically with other digital marketing channels, such
as content marketing, social media, and paid advertising.
• The integration of these channels forms a comprehensive digital
marketing strategy, maximizing overall impact.
History and evolution of search engines
1. Before the Web Boom (1945-1990s):
Prior to the internet's widespread use, concepts like Vannevar Bush's
Memex (1945) envisioned electronic information retrieval. Archie
(1990) emerged as an early effort, indexing FTP servers for file searches.
1. Birth of Web Search (1990s):
The advent of the World Wide Web in the early 1990s spurred the need
for tools to navigate this vast landscape. WebCrawler (1994) is credited
as one of the first full-text search engines, and JumpStation (1993)
utilized web robots for indexing.
History and evolution of search engines
1. Google's Ascent (1998-2000s):
Google, founded by Larry Page and Sergey Brin in 1998, revolutionized
search with the PageRank algorithm, assessing webpage importance based
on links. Google's clean interface and effective results set a new standard,
and subsequent additions like AdWords, Google Images, Maps, and News
expanded its scope.
1. Era of Rivals (2000s-2010s):
Microsoft's Bing entered the scene in 2009, introducing features like visual
search. Yahoo! Search partnered with Microsoft, adopting Bing's algorithm
in 2009.
History and evolution of search engines
1. Mobile and Voice Revolution (2010s):
The rise of smartphones altered search habits, prompting search engines
to optimize for mobile users. Voice-activated searches through virtual
assistants like Siri, Google Assistant, and Alexa gained prominence.
1. Algorithmic Advances and Personalization (2010s-Present):
Continuous refinement of algorithms, incorporating machine learning
and AI, has enhanced result relevance. Personalized results, considering
user behavior and preferences, have become integral.
History and evolution of search engines
● Future Trajectories (Beyond 2020):
Ongoing developments involve the integration of natural language
processing and AI for improved understanding of user intent. Heightened
focus on user privacy, aligning with stringent regulations, shapes the
evolving landscape.
How search engines work?
● Crawling and Indexing:
• Professional Insight: Search engine crawlers systematically navigate
the web, following links to discover and index content. The indexing
process involves organizing this information into a structured
database, allowing for efficient retrieval when users initiate a search.
• SEO Strategy: Ensure an XML sitemap is submitted to search
engines, providing a roadmap for crawlers. Prioritize content
accessibility and ensure crawl budget efficiency through strategic use
of robots.txt directives.
How search engines work?
● Ranking Algorithms:
• Professional Insight: Sophisticated algorithms, often involving
machine learning, assess numerous factors to determine the relevance
and authority of web pages. These factors include on-page elements,
backlink profiles, user experience metrics, and content quality.
• SEO Strategy: Conduct comprehensive keyword research, aligning
content with user intent. Prioritize technical SEO elements such as
mobile optimization, site speed, and schema markup. Cultivate
authoritative backlinks through strategic outreach and content
marketing efforts.
How search engines work?
● User Intent and Query Analysis:
• Professional Insight: Search engines aim to understand user intent
behind queries. This involves semantic analysis and consideration of
user behavior patterns to deliver results that align with the user's
goals.
• SEO Strategy: Craft content that not only incorporates target
keywords but also comprehensively addresses user queries. Leverage
natural language processing to align with semantic search.
How search engines work?
● SERP Features:
• Professional Insight: Search Engine Results Pages (SERPs)
incorporate various features beyond traditional organic results, such
as featured snippets, knowledge graphs, and rich snippets.
• SEO Strategy: Optimize content for featured snippets by providing
concise, informative answers. Implement structured data markup to
enhance the appearance of rich snippets and improve the chances of
being included in knowledge graphs.
How search engines work?
● Analytics and Iterative Optimization:
• Professional Insight: Rigorous monitoring of key performance
indicators (KPIs) through analytics tools provides insights into the
effectiveness of SEO strategies. Regular analysis and optimization are
essential for adapting to algorithm updates and changing user behavior.
• SEO Strategy: Implement data-driven decision-making by
leveraging analytics platforms. Continuously refine strategies based
on performance metrics, conduct A/B testing, and stay abreast of
industry trends and algorithm updates.
Google’s search algorithms and updates
● Google's Core Algorithm Updates:
Google routinely introduces core algorithm updates to enhance the
quality and relevance of search results. Prominent updates include Panda,
Penguin, Hummingbird, and the more recent BERT.
Mobile-First Indexing:
Prioritizing mobile-friendly websites, Google implemented Mobile-First
Indexing, wherein the mobile version of a site is predominantly used for
indexing and ranking.
Google’s search algorithms and updates
● Page Experience Update:
Page Experience is now a pivotal factor in search rankings. Core Web
Vitals, focusing on aspects like loading performance and visual stability,
were introduced to improve user experience.
● BERT Algorithm:
BERT, launched in 2019, enhances Google's comprehension of word
context in search queries, thereby refining the understanding of user
intent for more relevant results.
Google’s search algorithms and updates
● Featured Snippets and Zero-Click Searches:
Google frequently displays featured snippets providing direct answers on
the search results page, leading to an increase in zero-click searches
where users find information without clicking on specific results.
● User Experience and Core Web Vitals:
Google places greater emphasis on user experience, including factors like
site speed, mobile responsiveness, and overall usability.
Google’s search algorithms and updates
● E-A-T (Expertise, Authoritativeness, Trustworthiness):
Google emphasizes the importance of E-A-T as a ranking criterion,
giving preference to websites that exhibit expertise, authoritativeness,
and trustworthiness.
● Structured Data and Schema Markup:
• Utilizing structured data and schema markup aids search engines in
better understanding website content, resulting in enhanced search
results such as rich snippets.
Keyword Research and Analysis
Keyword research and analysis are crucial components of search engine
optimization (SEO).
● Understanding the Basics:
• Keywords: These are words or phrases that people type into search
engines.
1. Long tail keywords e.g Digital Marketing Services in Lahore
2. Short tail keywords e.g Digital Marketing
• Search Intent: It refers to the goal or purpose a user has when
entering a search query. Understanding intent is crucial for creating
relevant content.
Purpose of keywords in website marketing
1. Website ranking on keywords
2. To get organic traffic through search engines
3. Only source of getting traffic from search engine
Keywords Search Volume and Competition
Search Volume: Search volume represent the actual number of search or
the average number of searches a particular keyword have per month

Competition: Competition represent the level of difficulty to rank in

search engine

Types of competition:

1. High
2. Med
3. Low
Keyword Research and Analysis
● Tools for Keyword Research:
• Google Keyword Planner: This tool helps you find keywords related
to your business and provides data on search volume and competition.
• Semrush, Ahrefs, Moz: These tools offer comprehensive keyword
research features, including competitor analysis and keyword
difficulty metrics.
• Ubersuggest: It provides keyword suggestions and insights into
search volume, CPC (Cost Per Click), and competition.
Main Types of SEO Keywords
Head Keywords:
● These are usually single-word keywords with insane amounts of
search volume and competition (for example, “insurance” or
“vitamins”). Because searcher intent is all over the place (someone
searching for “insurance” might be looking for a car insurance quote,
a list of life insurance companies or a definition of the word), Head
Terms usually don’t convert very well.
Main Types of SEO Keywords
Body Keywords:
● Body keywords are 2-3 word phrases that get decent search volume
(at least 2,000 searches per month), but are more specifc than Head
Keywords. Keywords like “life insurance” or “order vitamins online”
are examples of Body Keywords. These almost always have lower
competition than Head Terms, but can still be very competitive.
Main Types of SEO Keywords
Long Tail Keywords:
● Long tail keywords are long, 4+ word phrases that are usually very
specific. Phrases like “affordable life insurance for senior citizens”
and “order vitamin D capsules online” are examples of long tail
keywords. Even though they don’t get a lot of search volume
individually – when added together– long tails make up the majority
of searches online.
5 Types of SEO Keywords
● Transactional Keywords
● Commercial Keywords
● Informational Keywords
● Navigational Keywords
Transactional(Buy Now) Keywords:
The keywords which are used to buy something. These are searches in
which the user has already decided on what they want to buy. They either
want to buy it immediately or are looking for the best deal on the market.
Modifiers:
● Buy, Purchase, Sale, Coupon, discount, promotion, deals, deal,
bundle, bundles
Examples:
● Buy iPhone 14 pro max cheap
Informational Keywords
The keywords which are used to give information or knowledge to users.
These are searches in which the user is looking for something that they
want to learn or get educated about.
● How to
● Best way to
● Ways to
● I need to
● lessons, training, benefits, what is, ways, does, why, when, recipes
Navigational Keywords
Those keywords which are used to go to the specific site or to a location.
These are the searches in which the user is looking for a specific website
or brand that is popular.
Modifiers:
● Brand name, founder/author name, URL, etc.
Examples:
● Breakout Outlet in Lahore
● Facebook Sign in
● Johar Town to NCBA&E University
Commercial Keywords
"Which one is Right for me" Keywords
These are the searches in which the user already knows what they want to buy,
but they are just looking for the best option
Modifiers:
● Best, Reviews, Compare,, Review, Comparison, Top Rated, Top 10, Vs
Examples:
● Best Noise Cancelling Headphone, Noise Cancelling Headphone Reviews
● iPhone 12 vs iPhone 12 pro max
● Canon T3 vs Canon T3i
 On-Page SEO
On-Page SEO refers to the optimization efforts made directly on a web page to
improve its search engine ranking and visibility. Key aspects include:
Content Quality:
● Develop high-quality, relevant, and valuable content.
● Ensure content is unique and provides a solution or answer to users' queries.

Keyword Optimization:
● Conduct keyword research to identify relevant keywords for your content.
● Strategically place keywords in titles, headings, and throughout the content.
On-Page SEO
User-Friendly URLs:
● Create SEO-friendly URLs that are concise and include relevant keywords.
● Avoid using special characters, symbols, or unnecessary parameters.
Optimized Meta Tags:
● Meta tags serve as your page's introduction to search engines and users. Craft
them to be compelling and informative.
● Avoid keyword stuffing, and ensure each page has a unique meta description.
Header Tags:
● Use header tags (H1, H2, H3, etc.) to structure content hierarchically.
● Include keywords in headers to signal the importance of specific sections.
Title Tags, Meta Descriptions, and Header Tags
● Title Tags:
Titles should be captivating and relevant, encouraging users to click through.
● Limited to around 50-60 characters.
● Include the main keyword and convey the content's essence.

Meta Descriptions:
● Meta descriptions act as a brief summary. Craft them to entice clicks and set
expectations for the content.
● Aim for 150-160 characters.
● Write concise summaries that encourage users to click.
Title Tags, Meta Descriptions, and Header Tags
Header Tags:
● Headers provide structure. They not only enhance SEO but also make your
content more readable.
● Each header should give a preview of the content beneath it.
● H1 for main headings, followed by H2, H3, etc., for subheadings.
● Provide a clear structure to the content.
● Include keywords where appropriate.
SEO-Friendly URL
Readable and Descriptive:
Make the URL easy to read and understand for both users and search engines.
Example: www.example.com/seo-tips instead of www.example.com/id12345
Short and Simple:
Keep URLs concise, avoiding unnecessary words or parameters.
Example: www.example.com/blog instead of www.example.com/all-our-
blog-posts.
Incorporate Keywords:
Use primary keywords naturally to improve visibility.
Example: www.example.com/affordable-electric-bikes.
SEO-Friendly URL
Use Hyphens, Not Underscores:
Separate words with hyphens (-) instead of underscores (_), as search engines
treat hyphens as word separators.
Example: www.example.com/electric-bikes is better than
www.example.com/electric_bikes.
Lowercase Letters Only:
Use lowercase letters to avoid issues with case sensitivity.
Example: www.example.com/seo-tips instead of www.example.com/SEO-
Tips.
Secure with HTTPS:
Use HTTPS for security and better ranking signals.
Content Optimization and Keyword Integration
Keyword Research:
● Use a mix of tools and techniques for keyword research, including analyzing
competitors and monitoring industry trends.
● Understand user intent behind the keywords.

Natural Integration:
● Keywords should blend seamlessly into the content. Avoid forced or unnatural
usage.
● Think about how users might phrase their queries and incorporate those terms.
Image Optimization
Alt Text:
● Include descriptive alt text for images.
● Use keywords if relevant, but prioritize accuracy.

File Size and Format:

● Compress images to reduce file size without compromising quality.
Use appropriate image formats (JPEG, PNG, WEBP etc.).
Internal linking strategies
● Relevance:
Purpose:
The relevance strategy focuses on guiding users to related content that adds value
to their browsing experience. Relevant internal links help establish thematic
connections between different pages, making it easier for users to navigate and
find the information they seek.

Example:
If you have a blog post about "Digital Marketing Strategies," you might internally
link to another page that delves deeper into "Social Media Marketing
Techniques" within the content.
Internal linking strategies
● Hierarchy:
Purpose:
Establishing a clear hierarchy ensures that important pages receive more
prominent internal linking. This strategy helps search engines understand the
structure and importance of different pages on your site.

Example:
A website selling electronics might prioritize internal links to its main product
categories like "Smartphones," "Laptops," and "Accessories" on the homepage.