A quick guide to seo and its fundamentals - whitepaper

1. A Quick Guide To SEO and Its Fundamentals, and How Any Business Can Start Utilizing SEO to Increase Traffic and Conversions JITUDAN GADHAVI Founder Sun Media Marketing

2. CONTENTS INTRODUCTION .................................................................................................................... 3 SEO FUNDAMENTALS ............................................................................................................ 4 Search Engine Optimization Fundamentals: What is SEO? ................................................................... 4 How to get higher website rankings in search engines results? ........................................................... 5 SOME BASIC SEO STEPS FOR EVERYONE ................................................................................. 9 Keyword Research ................................................................................................................................. 9 Keyword Relevance ............................................................................................................................... 9 Search Volume ...................................................................................................................................... 9 Return on Investment .......................................................................................................................... 10 Optimizing your website ..................................................................................................................... 10 Creating fresh and quality content ..................................................................................................... 12 Social media platforms........................................................................................................................ 12 Schema markups ................................................................................................................................. 12 SERP: ................................................................................................................................................... 13 Ranking: .............................................................................................................................................. 13 Organic: ............................................................................................................................................... 13 Ranking Algorithm: ............................................................................................................................. 13 Anchor Text: ........................................................................................................................................ 13 TOOLS ................................................................................................................................ 14 CONCLUSION ...................................................................................................................... 15 ABOUT SUN MEDIA MARKETING ......................................................................................... 16 www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

3. INTRODUCTION Building a great looking website with quality content won’t bring your business unless people know the website exists. A sure way to ensure your business gets noticed, is to have your website appear on the first page or the top of Googles search engine results. Amongst thousands and thousands of websites, how you can get your website to be in the top of Googles organic search results, you ask. It is done through the technique called Search Engine Optimization or SEO for short. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

4. SEO Fundamentals There are a number of ways to improve your rankings on search engines for which you would need to utilize various methods of SEO. One of the most basic one is to optimize your site for search engine bots, so that they can easily read and index your site. We will illustrate below the basics of Search Engine Optimization (SEO), and how you can take advantage of it by incorporating it in your website and utilizing it to drive traffic and conversions. Search Engine Optimization Fundamentals: What is SEO? The job of SEO is to provide search engines with the best possible information in regards to specific terms and provide relevant and helpful search results. Each search engine is different and unique in its own way and has their own sets on algorithms on how to find and display search results to users based on the keyword relevancy. SEO is a process by which you can increase the visibility of a website or a web page in organic search results for specific keyword queries. Organic is the term used in SEO which determines a natural ranking based result assigned to web pages as per the algorithms used by search engines. SEO is the methodology used on how to best influence these search engines and their algorithms, giving us the best output. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

5. How to get higher website rankings in search engines results? Search engines job is to provide the most relevant results matching the query and keywords in the shortest amount of time. This encourages users to use them more often thus increasing their revenue. Companies spend millions of dollars every year to make these algorithms fast, relevant and accurate so that users get better search results. This constant change in algorithm means that the factors affecting the search results and their weightage keeps on constantly evolving, so factors determining overall rankings are in constant change. And as a result of that, the search results given by these algorithms are also changing. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

6. Event thought the search algorithms are in constant change a number of core ranking factors remain consistent. 1. Relevant Content Perhaps the single most important factor today in contributing to great search results is the websites fresh, creative and relevant content. This means that the text on a webpage must satisfy the search query with the inclusion of relevant search terms or keywords. To achieve this, the webpage must include the relevant keyword not in just one part as much as naturally possible. But, just to increase the keyword appearing on the website doesn’t mean that you start stuffing your webpage with the keyword unnaturally. As most search engines now a day has strict rules against keyword stuffing, and those who deploy these techniques will be harshly penalized. 2. Peer websites To help increase the authenticity of the web page you must get links from other relevant websites to point to you. This will tell the search engines that your page is related to the keywords and help you to rank better for those keywords by increasing the authenticity of the webpage for a given search query. 3. Link value. Each of these external links has a value associated in it, when a CEO a big company providing reference is a higher value then a solo entrepreneur. The same way, websites that are providing links to your web page is a reference towards you. The higher the authority and relevance of those website, the better value you get out of those links. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

7. 4. Website Relevance The links you get form the external website and how much actual value you gain from them is based on two factors Relevance and the Authority of the website. Relevance of the website linking to your webs base is related to the topic or industry. Whereas the Authority of the website is determined by a number of factors such as the number of links linking to the website, the age of domain, user engagements, domain name, url extensions etc.. 5. Website Authority As discussed above, the authority of the website is determined by a number of factors and the search engines don’t have different methods of assigning authority to a page, thus no page or website has equal authority. For example, government institute website, university websites and major media websites like BBC are given significantly higher authority. While smaller colleges, local alternate newspapers are allocated lesser authority. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

8. 6. Anchor Text Any and all links pointing to your web page must describe properly what the page is about, this enables the search engines know what the link to your page would show to a user. This web link text is called an ?anchor text? and they are really valued by search engines. A good example would be the ?download Skype? here link, it clearly shows what the page is about and what a user would get once clicked on the link. This is a better way to do it rather than simply saying ?Click Here? on the page, which would not have ranked for in Google. This is mainly due to the fact that there are many links with words ?Click here? which makes it generic and not specific to a web page. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

9. Some basic SEO steps for everyone Keyword Research Selecting the right keywords is the very basic of the SEO foundations for your website. The right keywords will bring you better rankings in search results and thus more targeted audience. The following are the criteria’s for doing good keyword research Keyword Relevance All keywords must be relevant to the content and topic of the web page. More relevant the keyword better the results. Search Volume Search volume is exactly proportionating to the search rankings and your visitors. More search volume means more people are looking for that keyword and you are thus likely to get more traffic. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

10. Return on Investment Getting traffic for any keyword means that you would have invested considerable amount of resources for that keyword, and for any business a return on investment or ROI is a must. For getting traffic for any keyword organically it takes at least a couple of months and a lot of hours. So before you go ahead and start investing in a keyword it is extremely important to calculate weather or not it will provide a good return, and how much and how soon you can get the returns. Optimizing your website Webpages and websites need to be optimized for targeted keywords in order to rank better for the organic search queries. Following are the factors that contribute optimizing website for better rankings: While optimizing we have an array of elements at our disposal which we can use to make sure we get better and relevant rankings. Elements like the title tags and codes such as H1 tags allows you to maximize your use of the keywords to that stretch to give you thatextra edge. These tags allow you to define the most important headers on page so during search, algorithms assign more importance to them, thus allowing for better rankings for keywords optimized in these tags. One more technique is to use the exact keyword or phrase in a web page. For example, if you want to optimize for ?website development? as keyword, don’t scatter the website with ?website? and ?development? separately. But try and include the complete keyword ?website development? as many times as you can throughout the web page. This is especially a tricky thing to do as you cannot just spam the page with the targeted keyword, you have to be creative and use related keywords. You can accomplish this by using keywords such as ?web design??PHP development??WordPress Development? et?… The ?o?te?t should ?e e?gagi?g to user readi?g your we? page as well as opti?ized enough for the search engines. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

11. SEO link juice is passed on to a web page every time an external site points to a web page,the quality and quantity allocated to differs based on various factors. The amount and quality of link juice that is passed is dependent on the Page authority and the relevance to the linking web page. This is also true for internal linking of a website. Each page has a certain amount of link juice which is passed on to the pages it is linking to. The higher the number of authoritative and relevant links pointing to your web page, the more link juice you get. By now you would be starting to understand the importance and the role links play in SEO, the strategic use of links is called Link Building and it is one of the key aspects of SEO. Li?k ?uildi?g is do?e ?y getti?g high page ra?k we?sites, ?logs, ?o??e?ts et?… to link back to your site or web page. This acts like a recommendation for search engines and helps them give more importance to the linked pages, also it lets them know what the page is all about. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

12. Below are the common link building practices: Creating fresh and quality content is the key to link building. You have to provide information that is both relevant and useful to your target audience and present it in a way that is engaging and understandable. A lot of businesses look outwards and outsource such activities, as most of them don’t have such talent in house or even if they have the writing ability might just not have the time to spare. Social media platforms are the best places to distribute and highlight your creativity. You can share links to your website that are laced with creativity and social media platforms will reward you with eyeballs and user engagement. Schema markups are great for helping you make your posts visible on search engines page results. Add as many as possible and making your post stand out by including images, videos, rating will entice users to click on your links. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

13. As with any activity, once you start getting into something, you will start to learn the jargons. This is also true for SEO, there are a lot of jargons in SEO as well which you will encounter regularly. Below are a few basic ones along with their definitions. SERP: Search Engine Result Page, is the page that comes after a query has been searched for. Ranking: Every search page results a number of web links, they are arranged in positions and those position on the SERP is called its ranking Organic: Any natural result returned after a search is done in search engine, these are not the one which are paid or sponsored results. Ranking Algorithm: This is the algorithm or the program used by search engines to determine rank of each page on the result page of a search Anchor Text: Is the keywords which are used to link to another web page. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

14. Tools To begin your journey in the SEO world, you would need to arm yourself with some of the basic tools. We have listed a few of to start you off which will help you with your optimizing journey. Keyword Search: https://adwords.google.com/keywordplanner Link Building: http://www.opensiteexplorer.org,http://www.semrush.com www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

15. Conclusion In conclusion to get the best quality and quantity traffic for your website you will have to devise a proper optimization and traffic strategy. Your strategy will have to constantly evolve, adjust and grow for it to be relevant and effective. Growing your online business starts with the SEO, and its planning and implementation. A proper SEO campaign can drastically help improve and grow your website traffic and business. There are countless examples of businesses being on the verge of closing, that have implement a good SEO campaign and turned a profit. As a fist instinct, a lot of businesses try to do SEO inhouse to save a money, and this is ok if you have the required resources and experienced professionals to help implement your campaign. But most of the businesses, especially the small to medium business just can’t afford or justify the ROI to employ a team of professionals to work their campaign. If you are looking outward for your needs, then make sure you are vigilant and enlist a company that knows what they are doing and has a proven track record of success in strategizing and implementing SEO campaigns. www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

16. ABOUT SUN MEDIA MARKETING ?We are an End-to End Digital Marketing Company With Expertise in Web Development? Sun Media Marketing is a full service digital marketing company with core expertise in a wide array of web design and development technologies. Founded in 2014, the company helps businesses grow their reach and visibility through advance digital marketing techniques. It also helps businesses create an enduring online identity with its proven web development services. We Create Better Branding Experiences At Sun Media Marketing, we are well aware that branding and that too digital branding needs to be taken to the next level. You cannot make an impression on your target audiences with regular run of the mill digital marketing campaigns and web development solutions. We constantly challenge ourselves to think out-of-the-box and come up with strategies that break through the clutter and help businesses beat their competition. Our Mission is Delivering Honest and Successful Solutions www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com ©Copyright Sun Media Marketing 2017

17. Need help with your current Digital Marketing Strategy? Sun Media Marketing 249, 2nd Floor, Maruti Plaza, Nr. Vijay Park BRTS, Highway No.8, Krishna Nagar, Naroda, Ahmedabad – 382350, Gujarat, India Call us on: +1-917-267-8626 or +91-94082 65042 Http://www.sunmediamarketing.com