Best Online Digital Marketing Courses in India

1. Introduction to SEOSearch Engine Optimization

2. Definition of SEO SEO consists a set of practices aim to optimize one’s website in search engines to increase the number of visitors and rank on first position in SERP’s

3. Always pay attention to: • Mobile First Indexing: Google introduced mobile indexing in 2018. UX should be optimum. • Site Speed: Always use light weight templates (optimized and responsive) • GDPR: European legislation since 2018. It’s mandatory to include privacy policy for acquisition of private data. • Voice Search: Use long tail keywords • Featured Snippets: Tables and short sentences link to main websites. Includes pictures, reviews etc. These offer great visibility.

4. Why SEO still useful and convenient • Expenses have increased like average CPC in Google Ads and FB Ads. • Competitions, Cost and Advertisers are increasing at rapid rate.

5. SEO Factors Factors which search engine consider for ranking of a website at the first position of a page There are over 200 SEO factors. Some of the factors are: • Loading Speed • Relevance of Title Tag • Age of Domain • Quality of incoming backlinks • Extension of Domain • Social Signals • Webpage Content Length • Performance of CTR

6. Search Engine ranking factors: • Trust: Good Content • Authority: High PA / DA & Backlinks • Relevance: Related / Relevant Content

7. Google RankBrain Algorithm since 2016 in order to sort search results. Rankbrain optimizes the algorithm in complete autonomy evaluating the behavior of visitors on the search results and adjusting the rules of the algorithm accordingly. Rankbrain Objectives: • Understanding the keywords • Measuring how people interact with the result.

8. Characteristics of Search Engines • Crawler • Indexing • Information Retrieval

9. Keywords A keyword is a sentence or a single word that inserted in a search engine returns a series of relevant results. Types of Keywords: • Informational: “How smartphone works” • Navigational: “Google Login”. User searches for specific website. • Transactional: “Buy cheap smartphones”

10. Types of Keywords (Contd..) • Short Tail Keywords: Upto 3 letters. “SEO” • Medium Tail Keywords: 2-3 words, “SEO Tools” • Long Tail Keywords: Longer than 3 words “SEO Tools for Beginners” • Geo Targeting Keywords: “Hotels in Manali” • LSI Keywords: Latent Semantic Indexing keywords. Means relevance to main keyword. For Ex: “Pizza & Pizzaria

11. How to Search Keywords • Google Keyword Planner in Google Ads • Google Trends • Ubersuggest by Neil Patel • Keywordtool.io • Google Suggestion through Google Search

12. Keyword Evaluation Criteria • Search Volume / Search Frequency • Competition • Relevance – Related to topic

13. How to Choose Domain Extension • ccTLD – Country Top Level Domain For Ex: .us, .de, .fr, .cn etc. • gTLD – Generic Top Level Domain For Ex: .com, .net, .info, .co.in etc.

14. Factors for Choosing Domain Extension • Country – Target the country .in, .us, .ru • Exact Match Domain (EMD) – Exact name of the business keyword. Note: Beware of other people’s Brand – Your domain should not contain other people’s brand name

15. How to Choose Hosting • Type of Application – Linux or Windows • Uptime – Server uptime rate • Hosting Panel – Cpanel or Hpanel • Dedicated Hardware • Bandwidth – RAM & CPU • SSL Certificate • Automatic Backups

16. Types of Hosting • Shared Hosting • Dedicated Hosting • Cloud Hosting • VPS Hosting

17. User Experience (UX) UX is a person’s experience while browsing the site or a specific page. Elements: • Titles: Easily understand the topic • Navigation: Breadcrums • Speed • Mobile • Images • Quizzes • Popups

18. BreadCrums Breadcrums are used as navigation path for the user using the website for increasing readability. Home SEO Course Digi Advance Uses of Breadcrums: • Increases readability and navigation • Multiple Categories • Multiple Products

19. How to Structure a Page • Header – Navigation Menu • Content – Main Body • Footer – Bottom of a webpage • Side Column – Used in Blogs

20. SiteMaps A sitemap is the list of URL’s for a website submitted to search engine for crawling and indexing. XML Sitemap: Helps the search engine to locate how many contents are available on the website. XML Sitemap is limited to 50k URL’s to 50MB in size

21. Error Management • Error 200: Server returned a correct answer • Error 301: Page moved permanently • Error 302: Page moved temporarily • Error 404: Page Not Found • Error 410: Content deleted. Page Not Found • Error 503: Service Unavailable. Site maintenance conflicts. Script error.

22. SEO Friendly URL URL (Uniform Resource Locator) is used to specify addresses on the world wide web. It is the fundamental network identification for any resource connected to the web (pages, images, sound files URL should contain: • Relevant keyword • Length should be short

23. How to Write SEO Friendly Content • Keywords: For focus on entire article • Title • First Paragraph • H2 or H3 Subtitles • URL • Title Tag & Meta Description • Images: Relevant images after the title • Alt Text • Filename • File Size

24. How to Write SEO Friendly Content • Links: • Internal Links • External Links • Inbound Links • Outbound Links • Readability: • Font: 16px, San Serif • Subtitles: H2, H3, H4 • Spaces • Paragraphs • Colors • Emphasis: Bold / Italic

25. On-Page SEO • Focus KeyPhrase: Main keyword used for SEO of the page. • Meta Title: Specifies the title of the page. • Not all uppercase • Not over optimized • Unique in whole site • Main keyword goes in the beginning • Use the brand if it’s important • Use all available length • Contains brackets & symbols. For Ex: SEO Tools – OnPage SEO | SEMRUSH

26. On-Page SEO • Meta Description: Meta Description summarizes a page’s content. Length should be between 160 – 290 characters. • Slug: URL that identifies every single page of the website. • Header Tags: Used to identify headings & Subheadings in the content. H1, H2…..H6 are header tags in WordPress

27. On-Page SEO H1 Tag must be: • One per page • Big font • Top of the page • Contains the main keyword • Emphasis: Bold, Italics font • Two techniques for fast loading of the page • File Compression: Tinypng • Lazy Load Plugin

28. SEO for PDF File Search Engine is able to read PDF files. • File Name: Include Keywords • Title: Keywords • Description: Keywords • Compression • Internal Links • Always SAVE as .pdf

29. CTR & Rich Snippets CTR (Click Through Rate) Metric that indicates the percentage clicks on the result after searching for particular topic Rich Snippets The snippet is a search result shown by search engine in the SERP’s Rich Snippets are used to: • Attract people’s attention • Increase CTR

30. Robots.txt , Crawling & Indexing • Robots.txt: Used for crawling and indexing. • Crawling: GoogleBot access the page and analyzing it. • Indexing: When webpage is suitable to be indexed / added in search engine or SERP’s How to Define Robots.txt User-agent: * Disallow: Sitemap: website.com/sitemap.xml

31. Tips for Fast Indexing • URL Check with Webmaster Tool • Links: Internal & External • Sitemap • Social Sharing • Ping Services: Google Ping Services

32. DoFollow & NoFollow Links DoFollow means when search engine crawler follows the link of the anchor text. For ex: When the content has text Click Here goes to Wikipedia. NoFollow means when you don’t allow search engine to follow the link of anchor text. How to Create NoFollow Links <ahref=https://www.amazon.in/pagerel=“nofollow” By default every link is DoFollow

33. SEO KPI (Key Performance Indicators) Metrics that identify those indicators that allow us to measure the success of an SEO Campaign SEO KPI’s • No. of visits: Only organic visits / CTR • Position • No. of conversions • Bounce Rate

34. SEO KPI’s • Keyword Ranking: Positions of your pages in search results for specific keywords • No. of Leads & Conversions: • Bounce Rate: Percentage value that represents the ratio between the sessions where the user immediately exists without performing any action on the page and total no. of sessions

35. How to Increase Website Speed • TTFB: Time To First Byte. The time to get the first byte since the user’s browser makes a request to the server.

36. How to Increase Website Speed • Types of Server: VPS & Dedicated • Technology: Wordpress / Joomla are heavier compare to HTML websites • Updates: Always update WP to new versions and also update plugins and themes. • Other Factors: • Choose light themes • Limit the plugins • Use limited media

37. How to Increase Website Speed Tools to check the Website Page Speed • Google Page Speed Insights • Pingdom • GTMetrics • WebPage Test • KeyCDN Website Speed Test

38. Sitelinks Additional section directly integrated in the snippets of your result in SERP’s and consist of a series of links with descriptions

39. Why are Sitelinks important • Increase in Click-Through Rates (CTR) • Get visits to internal pages • It’s a signal of Google trust • Sitelinks improve brand awareness How to Create Sitelinks • Create a simple and easy to understand site structure • Link important pages from your homepage • Define proper titles and descriptions for sitelink candidate pages • Use internal linking to help Google identify your important pages • Add sitelink pages in your sidebar • Optimize your website on-page SEO

40. SEO for Blogs • Think about your visitors • Editorial plan: When to write and publish • Link Building • Site Structure: Categories and Titles • Niche Topic • Branding: Use your first and last name in about me or title tag in all pages of the site. • Check Plagiarism: Avoid duplicate content. • Manage 404 errors • Don’t over optimize Images and Videos • Use Newsletters & Social Sharing

41. SEO for Ecommerce • Keyword Research: For ex: “Pool Bags” is same as “Swimming Bags” • Site Structure: If you manage 1000’s of pages, each page should be reachable within max of 3 clicks from the Home page. • Content Optimization:

42. SEO for Ecommerce • Link Building: Internal Informative Sections (guides or tutorials on related topics) to attract natural links and distribute the value to other pages. • Problems:

43. SEO for YouTube Videos • Title: Enter main keyword • Description: Use all keywords in description • Tags: Tags of Competitors • Subscribe Button: To increase subscribers • Quality: Light, Audio & Animations • Thumbnails • Subtitles • Duration: Should be of 5-10 min

44. SEO Penalties Two types of penalties: • Manual Penalties: Domain is manually reviewed by a Google employee if the domain is suspected to be in violation of the Google Webmaster Guidelines. • Algorithmic Penalties: Algorithmic penalty is an automatically applied punishment by one of the Google’s algorithms.

45. SEO Penalties Reasons for penalties: • Unnatural Penalties • Hacking • Cloaking: Showing different page to users as provided to Google. • Low Quality Content • Thin Content • Keyword Stuffing