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Search Engine Optimization�for Enhanced Online Visibility

an introduction

Imthiyas VM

www.mignet.io

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Agenda

What is SEO?
How does Google search engine work ?
Which ranking factors are important?
Where can you nerd out? (a.k.a iterature and blog recommendation)
Free tools

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What is SEO?

«The art of being found organically through a search engine»

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Paid

Organic*

*Exception: Google My Business also allows paid entries. It is labeled as «Ad».

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How does Google* find you?

Googlebot (also known as spider) crawls the web. Follows a link from a known page to a new page.
Mobile first since 2020: Googlebot crawls new websites in smartphone view
You can speed up the crawling process if you submit crawl request to Google Search Console and add Sitemap.

*Focusing on Google here. As per March 2021 its search market share is 86%.

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How does Google know what is on your website?

Google analyses the content of the page, catalogues, images and video files embedded on the page. To help the bot:

Create short, meaningful page titles
Use page headings that convey the subject of the page
Use alternative text for images and subtitle for videos

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How does Google know what is on your website?

Best page for query “What is SEO Strategy”

Just what I was looking for!

What is a SEO Strategy?

I want to know more

about SEO Strategy

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How to affect ranking positively?

Google is not publishing the ranking factors. However, on their Google Search Central Blog, they are giving a handful of recommendations.
They are:

Quality content creation
Strategic keyword use
Building strong backlinks
Regular website audits

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What are important ranking factors?

Onpage	Offpage
Mobile friendliness Niche expertise (aka EAT: expert, authoritative, and trustworthy) Keywords in Meta Title Tag / Meta Description / URL / H1, H2, H3 Image optimization Consistency of publication / engaging content (UX and Time on page) Internal Links Page speed (even more important from June/July 2021) Match the search intent	Backlinks Offsite mentions Contribute actively with meaningful insights on Blogs and Forums Guest Posting Site Security (SSL certificate)

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It is important to match the search intent of the user.

Content matches the search intent of the user.
Types of search intent:

Informational	Commercial investigation	Transactional	Navigational
Queries typically include How, What, Who, Where, Why, etc.	Queries typically include best, A vs B, review, comparision	Queries typically include buy, coupon, order, purchase, price	Name of a product
e.g. How to set up Facebook Business profile?	e.g. Hootsuite vs. Buffer	e.g. Pricing Hootsuite Profesional	Facebook

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Free tools worth knowing

To find keywords and much more: Google Search Console, SEMrush, Ahrefs, ubersuggest etc
To measure success: Google Analytics
To measure page speed: Developers Page Speed Insight
To see Domain Authority, Title Tag, Meta Description at a glance: Moz bar
To discover backlinks: Moz Explorer (Freemium)
Plugins: RankMath, Yoast Seo, All in One SEO etc.

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