SEO

1. SEO SEO STANDS FOR SEARCH ENGINE OPTIMIZATION. SEO is done to improvise and increase the quality, quantity of website traffic and improvising the visibility of the website through organic way. SEO is important for bringing the relevant traffic to your website as organic search results is more reliable than the paid advertisements in the long term.

2. SEO types • SEO is of two types ON PAGE SEO and OFF PAGE SEO • On page SEO – Finding the keywords and grouping them with similar content. It basically the practice of optimizing the web pages so that it could get rank to get the relevant traffic to website . • The content should be user friendly and easy to understand for both the user and the crawler. Starting with the keyword research using different tools such as keyword planner, word tracker, which allow you to find the better or relevant keywords to the topic. Find the keywords with the higher search volume and low competency. • The content should be unique and not be copied as it may be penalized by Google which may affects the ranking of the page. Keyword stuffing should be avoided. There should be one primary keyword which should be used in heading and secondary keywords in the description which should be relevant and makes meaning in the sentences. • The keyword density should be between 1-3 according to the content.

3. Auto generated content should be avoided as it tends to low quality content and you can easily find an auto generated content by reading and the usage of technical words. It makes the content less understandable. • Use of anchor text means hyperlink a text to a different page. Means putting link on the text which help in navigating the user as well as crawler. For eg learn Digital marketing is a hyperlink to a page where where user can find about learning of the digital marketing. • Link volume means no of links on page. There should not be many internal links on the page as it divides link equity. • Redirection means use of 301 which implies, if the page location is changed or removed you should update the links to that old URL as if you redirect, the user and the crawler have to pass through redirects to reach the destination page. But if you redirects the page keep the redirects in the chain not more than 3. • Image optimization use of the compression tools like Optmizilla. Or another way to optimize your images and improving the page speed is choosing the right image format. For eg use GIF if your image need animation. Use JPEG or PNG if you don’t need high preserve image. If your image has lot of colors use png – 24 and and it dosen’t have then use png -8

4. Alt text it is basically putting keyword in the image so if the user search for a topic then the image of our website should also be there in the image section relevant to the search and by clicking on that image will redirect to our website and helps in bringing traffic. • Title tag is the tag appears in search engine result page and it should be unique .To make an effective title tag include the primary keyword which help the user as well as the crawler about your page. Title tag should be of 50-60 characters. • Meta description describes the content of the page and gives the summary about the page as it doesn’t help in ranking factor but it increases the CTR (click through rate). This should be highly relevant to the content of the page so that it could summarize key concept in to form. The length of the meta description is around 200-250 characters.

5. OFF PAGE SEO • It is the SEO which includes the backlinking or linkbuilding , directory submissions, forums, guest posting, blog commenting, question and answers, article submission etc. • Directory submissions implies submission of the page link in to the directories which help in getting DA from the do follow links. • Guest posting is sending or contacting the website of same topic by providing then written blog in favour of posting our links on their website which helps in getting the DA as well as traffic to our website. • Blog commenting implies use of website of same niche by commenting on their article in positive comment and providing the link of our website. • Question and answer implies providing the answers to question releated to our website content . These can be done on the platform like quora and reddit etc. It helps in bringing the quality traffic.

6. Link building • Inbound links are also known as backlinks or external links . • Internal links are the links that connect internal pages of the same domain but doesn’t do it much as it will led to spammy. • The links are of two types no follow and do follow . Do follow links are those links which passes the equity of the link and no follow links are good for traffic. • Link profile means assessment of all the inbound links your site has earned. The quality, total no. of links etc. The state of your link profile helps in understanding the search engine , how your site is releated to other websites. • link building don’ts • Don’t purchase or sell links if got caught then it will surely affect your ranking. • Don’t do exchange of links. • Don’t do submission on low quality directories link.

7. Tips to build high quality backlinks • Guest posting is about writing testimonials of the product for website of same niche. They can display the testimonial along with our link on their website. • Publish blog • Create unique resources • Build resource pages • Get involved in your local community

8. Measuring and tracking SEO performance • Measuring goals by evaluating additional metrics could help in reaching your end goals such as :- • Conversion rate is the rate of number of conversion divided by number of unique visits. • Time on page is the time user spend on page. • Page per visit can only be valuable metrics if the user gets engaged in reading and stays connected to next page this helps in increasing the visits on the page. • Bounce rate is the rate which tells that a searcher visited the page and left without browsing the other pages. • Scroll depth tells us about how far does the user scrolled the webpages .The important content should be provided higher up on the page such as contact forms , multimedia etc. This Scroll depth can be tracked using Google Analytics. • Search traffic is the traffic which come from the organic search. We can track it by using google analytics.

9. UNCOVERING THE TRAFFIC INSIGHTS USING GOOGLE ANALYTICS • GOOGLE analytics allows you to view traffic to your site by channel • It allow you to view total session/user/page views to your website over a specific data range. • It provides evaluation of the performance of particular page about how many visitors it has received. • UTM • CTR is the click through rate or the percentage of people click on the link. It shows how well we have optimized our page titile and meta description. You can find this data in google search console and its a free google tool.

10. SOME ADDITIONAL COMMON SEO METRICS • Domain authority and page authority, Moz bar can be use to get DA and PA of a website. • Keywords ranking is the way through which a website ranks. This should include SERP features data like featured snippets etc. • No of backlinks or the total number of links pointing to your website . We should focus more on generating quality backlinks. • For keeping track of your website position in SERP its features and site health tools like moz pro and stats can be used.

11. Evaluating a website health with an SEO website audit • Google search console can be used to detect errors of the website , engagement and opportunities. • Lighthouse audit is a google automated tool to measure website’s performance, accessibilities. This helps in knowing about how the website is performing. • Structured data testing tool validates that a website is using schema markup properly. • Mobile friendly test it implies how user is able to navigate your website on mobile.