Comprehensive training curriculum on seo search engine optimization edu ppt

This slide provides information regarding the search engine working process. The three major steps discussed are crawling, indexing, and ranking.

Instructor's Notes:

Search Engine Working:

Step 1: Crawling

• Search engines send out web crawlers, also known as bots or spiders, to analyze website content
• Crawlers specifically look for new websites and content changes in existing websites
• They check data such as URLs, sitemaps, and code to discover the types of content displayed on the website

Step 2: Indexing

• Once website crawling is complete, the search engines understand and sort the content of the websites
• This sorted data is then stored on the servers around the world so that users can access these pages almost instantaneously when searching

Step 3: Ranking

• Once a user enters a keyword in a search box, search engine checks for pages within their index that are the closest match
• Also, a score is assigned to these pages based on an algorithm that consists of hundreds of different ranking parameters
• Eventually, in the search result, the websites, images, and videos are displayed in order of score

The purpose of this slide is to showcase the multiple techniques to build high authority in SEO, such as creating quality content, ensuring content is focused, prioritizing backlinks, performing competitor analysis, updating old content, and sharing content online.

Instructor’s Note:

The various techniques to build domain authority are as following:

• Create Quality Content: Put high-quality and unique content on the website so that it becomes easy to get backlinks automatically
• Ensure Content is Focused: Ensure website content is highly focused towards the core audience to engage them successfully
• Prioritize Backlinks: Get quality backlinks by providing unique content, media coverage, guest blogging, etc.
• Perform Competitor Analyses: Track sources of competitors' backlinks and try getting similar ones
• Update Old Content: Change old content in pages with low scores to make it more user-focused
• Share Content Online: Increase the content visibility by sharing it on social media channels or sending newsletters

This slide showcases the major factors that impact SEO keyword selection, such as search volume, competition, keyword effectiveness index, relevancy, and intent. It also provides information regarding the ideal keyword and order of importance of the factors.

Instructor's Notes:

The major factors impacting keyword selection in SEO are following:

Search Volume:

• Search volume is a metric to determine the number of times a keyword is searched in a given time
• Prefer the keywords with high/moderate search volume as it will help in driving more traffic towards the website

Competition:

• Keyword competition is a metric that provides an idea of how much effort will be required to get a good rank in SERPs by using particular keywords
• It is measured on a scale of 0 to 100, 100 being more competitive
• Avoid choosing highly competitive keywords, as it will be tough to rank even on page 1 of SERPs

Keyword Effectiveness Index:

• Keyword effectiveness index = Keyword Search Volume/Keyword Competition
• Always select the keywords with high search volume and low/moderate competition
• The higher the keyword effectiveness index, the more suitable it is for SEO

Relevancy:

• Always use keywords that reflect the essence of the website/webpage
• Using non-relevant keywords will result in lower search rankings and poor user engagement
• Relevancy always trumps over both search volume and competition in keyword selection

Intent:

• Use commercial intent keywords such as buy, download, discount, etc., as they result in better conversion rates

This slide provides information regarding the multistep approach to conduct effective keyword research in SEO. It contains details of major steps such as creating a potential keyword list, conducting competitive analysis to get keyword ideas, using Google Keyword Planner to add more keywords, and validating keywords in the list.

Instructor's Notes:

Step 1: Create a Potential Keyword List:

• Create a list of potential keywords that reflects the essence of the business

Step 2: Conduct Competitive Analysis to get Keyword Ideas:

• Check out the keywords used by major business competitors and add similar ones to your potential keyword list

Step 3: Use Google Keyword Planner to Add More Keywords and Analyze Prepared Keyword List:

• Refine the prepared keyword list on metrics such as search volume (High), competition (Moderate/Low), and cost per click (Moderate/Low)
• If required, add more keywords to list from the keyword ideas in the google keyword planner
• Shortlist the final keywords to 5 to 20 with the metrics mentioned above
• Use Google Trends to compare shortlisted keywords based on interest over time & select the one that provides the best average over time

Step 4: Validate Keywords in List:

• Validate the final keyword list on the basis of the following parameters:
• Search Volume: High/Moderate
• Competition: Less than 0.3

This slide covers list of on-page SEO factors such as Keywords in the title tag, Keywords in meta description tag, Keywords in ALT tag, the length of the content, Duplicate content, Canonical tag, Image Optimization, Content Updates, Keyword in URL, 301/ 401 errors and internal link building.

Instructor's Notes:

What is keywords research?

• Keyword research is the practice of finding and analyzing keywords that people type into search engines

What is content optimization?

• The process of ensuring that information is created in such a manner that it attracts the widest possible target audience is known as content optimization
• Ensure that the keywords are connected, and the page contains meta tags, title tags, and relevant links

What are TITLE Tags?

• A title tag is an HTML element that defines a webpage's title
• Title tags are displayed as the clickable headline for a particular result on search engine results pages (SERPs) and are crucial for usability, SEO, and social sharing

What are ALT Tags?

• An alt tag, also known as a "alt attribute" or "alt description", is an HTML element that is added to image tags to give a text alternative for search engines.
• Using pictures in alt tags, such as product photographs, can improve an ecommerce store's search engine results

What are Canonical URLs?

• A canonical URL is an HTML element that specifies the "canonical" or "recommended" version of a webpage
• Its purpose is to assist webmasters in avoiding duplicate content issues for search engine optimization

What is 301/ 401 errors?

• 301 Redirect, also known as a permanent redirect, means you are permanently moving content previously existing on a page or an entire site. It is the most effective and SEO-friendly method of redirecting your traffic following a URL change. A 301 redirect keeps your search engine rank and re-indexes your pages, articles, and everything else based on your new permalinks
• When a visitor to your website attempts to access a page that does not exist, a 404 Redirect occurs. These are dead pages that lead nowhere and provide a poor user experience

What is Internal Link Building?

• Internal links are hyperlinks that point to (target) the same domain as the one on which the link is located (source)
• An internal link, in layman's terms, is one that links to another page on the same website

What are Meta Description Tags?

• A meta description (also known as a meta description attribute or tag) is an HTML element that explains and summarizes the contents of your website for users and search engines

What are Header Tags?

• Header tags, also known as heading tags, are used on websites to distinguish headings and subheadings
• They are arranged in descending order of importance, from H1 to H6, with H1s often serving as the title
• Header tags increase a webpage's readability and SEO

This slide covers details on how to read the sitemap report. This template also depicts that sitemap report only displays sitemaps that were generated using this report or the API. It does not display any sitemaps identified via a robots.txt reference.

Instructor's Notes:

• If we use a web hosting provider like Squarespace or Wix, they may build a sitemap for us, in which case we do not need sitemaps or this report. Look up sitemaps on the hosting provider's website
• We do not require sitemaps or this report if we have a small site (fewer than 100 pages) and can visit any page on your site by following one or more links from your homepage. In such an instance, request indexing of the homepage (unless, as previously said, you use a web hosting provider, in which case you do not need to do anything at all)

The following information is shown for each sitemap:

• Sitemap URL: The location of the sitemap should be relative to the property root
• Type

The type of sitemap:

• Sitemap: Sitemap in XML or text format
• Sitemap index: A sitemap of sitemaps
• RSS: Sitemap in RSS feed format
• Atom: Sitemap in Atom feed format
• Unknown: The submitted file does not match a specified sitemap type, or the sitemap has not yet been processed
• Submitted: The submitted file does not match a specified sitemap type, or the sitemap has not yet been processed
• Last read: The last time the sitemap was processed by Google
• Status:
• Success: The sitemap was uploaded and processed without incident. Crawling will be queued for all URLs
• Has errors:The sitemap may be processed but contains errors; any URLs that can parse will be queued for crawling. To view the list of errors, click the sitemap in the table
• Couldn't fetch: For some reason, the sitemap could not be retrieved
• Discovered URLs: If this is a sitemap index, the value represents the total number of URLs in all child sitemaps. Duplicate URLs are only counted once

This slide depicts the factors affecting rank in off-page SEO such as quality backlinks, author rank, link profiles, quality content and relevance.

Instructor's Notes:

The key factors that affect the ranking in Off-page SEO are as following:

• Quality Backlinks:Always try to get backlinks from websites with high domain authority
• Author Rank:It refers to the score given by search engines to the content’s author. It is advisable to seek backlinks from reputed authors with a higher rank
• Link Profiles: Avoid linking to spammy websites. Because if identified, search engines penalize for doing so
• Quality Content: Always write high-quality content as it increases the chances of others liking & sharing it. Hence it naturally obtains backlinks for the website
• Relevance: Ensure that backlinks obtained are highly relevant to business and not manipulative. Otherwise, it will attract penalties from search engines

This slide provides information regarding the major types of links in Off-page SEO such as internal, external, and backlinks.

Instructor's Notes:

The major types of links in Off-Page SEO are as follows:

• Internal Links:When link is created to navigate from one webpage to another webpage on the same website, without leaving the original domain
• External Links:When link is created to navigate from one website to a completely new website, outside the original domain
• Backlinks:When a link from an external website directs back to own website
  • They do reverse of what external links do
  • They are further segregated into the following types:
    • Natural Backlinks: When backlinks are obtained without any effort, primarily due to superior quality content of our website
    • Manual Backlinks: When the backlinks are obtained with considerable efforts by reaching out to other website owners & bloggers to link and feature our webpage on their website
    • Self-created Backlinks: When the backlink is created by leaving own website links in comment sections of another website

This slide indicates the major features of high-quality backlinks in off-page SEO. The key characteristics discussed are relevance, authority, directs traffic, and uniqueness.

Instructor's Notes:

The primary characteristics of high-quality links are as following:

• Relevance: The good inbound links are highly relevant to the category. Their referring source's niche is the same as the website seeking them
  • For example, if one has a fitness blog, its inbound links should be from the nutrition, fitness accessories, etc., websites
• Authority: A good link referring website/webpage has a high domain/page authority
• Directs Traffic: A good backlink drives traffic to the website seeking them by providing the customers correct information that they are searching online
• Uniqueness: A good link is unique in the following context:
• In terms of referring sources, they are sought from
• For example, if a website has five backlinks, they all should be from 5 distinct sources
• Also, in terms of how many backlinks a particular referring source is generating
• As a website generating more backlinks is less valuable than one generating only a few
• Social Media Signals: A good backlinking website has high popularity on social media in terms of the number of likes, shares, and retweets

This slide provides information regarding the definition of link building. It also includes details of major principles to be followed to build efficient links in Off-page SEO.

Instructor's Notes:

The important link building principles are:

Principle 1: Create Link-Worthy Content

• In SEO, content is king
• Always ensure that website content is informative and updated so that internet users want to read and share it
• By doing so, the website will automatically get natural backlinks

Principle 2: Off-site Engagement

• Actively engage with others through social media, guest blogging, by posting comments, and sharing their website links
• This is so that when they link out, they must then proactively approach you

Principle 3: Use Offline Relationships

• Reach out to your network (colleagues, friends & family) and ask them to promote your website links on their social media profiles, blogs, or websites

This slide covers facts and information regarding why SEO for the travel websites is different from other websites.

Instructor's Notes:

Be Highly Browsable:

• When someone is planning a vacation and searching the internet for travel information, they want to go to sites that allow them to feel the experience of their destination. To prepare for their vacation, 69 percent of individuals use online search engines
• Travel websites include background information about numerous things to do and see at the places a person plans to visit
• Blogging for SEO is an excellent strategy used on travel sites that mainly handle bookings or reservations

Include Plenty of Visuals

• Travel websites should also have many pictures
• Travelers want to know where they're headed, and there's no better way to let them know than to show them amazing images

Use Various Travel Search Terms

• When people plan a family vacation, they frequently search for different locations. Visitors will begin by entering in general search phrases such as "affordable family vacation" or terms related to a specific place, such as "where is Costa Rica?“

Wordy Blogs

• Quality vacation websites generally have more than 2000 words per page
• This is because people want a story and virtually experience the vacation before boarding an aircraft. This doesn't mean keyword stuffing should be practiced
• Descriptions of destinations encourage people to experience the same

Responsive Design

• Travelers looking for holiday locations use their smartphones 70% of the time. This demonstrates the significance of having a responsive design for your travel website
• Consumers will switch between tablets, laptops, and smartphones to plan a trip, find destinations, explore its features, book flights, find a hotel, and learn about transportation

No Ads and Larger Sites

• AdSense usage in travel industry is roughly half of other industries. Instead, they focus on travel aggregator sites such as trivago.com. Traveling sites offer more internal links, descriptions of where to go and what to see, and photos to improve the descriptions

Paid and Organic Traffic

• When marketing a travel website, keeping a mix of both organic and paid traffic is the best choice. A research found that when businesses in the travel sector bid on their brand names, it increases clicks by more than 40%

Investment in Social Media

• Marketing done using social media platforms does not affect the Google algorithm but helps boost brand recognition. It should be utilized by travel websites to increase traffic

This slide covers content optimization as SEO strategy for education industry. It also depicts that keywords should be included in page title, URL, H1 tag, in first paragraph of the content meta description, image files, and alt tags.

Instructor's Notes:

Keyword Research: look for keywords of all different lengths

• One to two-word phrases with a high search volume are best for headers; select some shorter, more generic keywords
• Body keywords are often two to three-word phrases with a medium search volume
• Long tail keywords — phrases with more than four words have a low search volume, are less competitive, and produce a lot of web traffic

Additional Content Optimization Tips

There are a few additional strategies to boost your school's search ranking by creating content.

• Shorter URLs are preferable to longer URLs when it comes to search algorithms
• Try to incorporate as few words as possible beyond the keyword in your URLs while still distinguishing each page
• You may do this by removing short, non-descriptive terms like "the" or "an"

Optimize multimedia content, such as video to boost the school's search ranking.

Use the following strategies to optimize video content for SEO:

• Inserting metadata such as titles, descriptions, file names, schema tags, and thumbnails.
• Creating one-of-a-kind webpages for the videos
• Optimizing for YouTube by adding tags and actively attempting to increase interaction on the videos
• Inviting prospects to subscribe, directing visitors to your website, and more
• Incorporate transcripts and closed captions into your videos

The purpose of this slide is to provide information regarding the approaches to conduct the SEO (Search Engine Optimization) audit of robots.txt file. It also tabulates the common mistakes, corresponding corrective actions, along with the best software to conduct the robots.txt file inspection.

Instructor's Notes:

• Correct way to place robots.txt file in the root directory of the website:
  • Incorrect way – https://www.website.com/assets/robots.txt
  • Correct way – https://www.website.com/robots.txt

• Proper way to use wildcards:
• Disallow: /xyz* - (* represents that any URL with “/xyz” present in it will be blocked)
• Disallow: *.file_type$ - (Any URL ending with .file_type extension should be blocked)

• Correct way to use a trailing slash: Let’s say we want to block the crawling of “/xyz” in the URL
• Incorrect way - Disallow: /xyz/ (As it will block the “/xyz/” folder in the URL not the”/xyz” as required
• Correct way - Disallow: /xyz

• The code snippet to use in the page code of the URLs that are required to be blocked from indexing: <meta name=”robots” content=”noindex”/>

• The command to declare the sitemap in the robots.txt file: https://www.website.com/sitemap.xml

• Let’s say we want to block the URL https://www.website.com/xyz
• Incorrect way - Disallow: /Xyz
• Correct way - Disallow: /xyz