What is SEO & 5 Strategic objectives of SEO

The key in understanding what is SEO, starts by looking at what SEO stands for, which is “Search Engine Optimisation”. SEO is as much about people as it is about search engines where Knowing your audience’s intent is one side of the SEO coin, Delivering it in a way search engine crawlers can find and understand is the other.

Topics Covered in the webinar are-

• What is SEO & why do it.
•  Types of SEO.
• Search Intent.

Here is the complete script of the presentation on SEO-

What is SEO?

SEO stands for “search engine optimisation”.
SEO is as much about people as it is about search engines, Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic to a website.

Delivering it in a way search engine crawlers can find and understand is the other practice of increasing both Quality and Quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results. Knowing your audience’s intent is one side of the SEO coin.

Why is SEO Important?

Search engines are answer machines. They do discovering and cataloguing all available content on the Internet (web pages, PDFs, images, videos, etc.) via a process known as “crawling and indexing,” and then ordering it by how well it matches the query in a process we refer to as “ranking.” Search Engine Results Pages — often referred to as “SERPs” — are filled with both more advertising and more dynamic organic results formats (called “SERP features”).

Organic search results cover more digital real estate, appear more credible to savvy searchers, and receive way more clicks than paid advertisements. For example, of all US searches, only ~2.8% of people click on paid advertisements.
In a nutshell: SEO has ~20X more traffic opportunity than PPC on both mobile and desktop.

Here are the 2 Types of SEO-

On-page SEO –Title tags, meta tags, meta descriptions, headings, paragraphs, images, URLs, and internal & outgoing links.
Off-page SEO – Incoming hyperlink from an external website or an unlinked mention of your company or website on social media, a website forum, Q & A site, etc.

Google’s Algorithm For a better SEO.

Google uses a collection of automated ranking algorithms to decide who ranks where in search results. The goal is to return the best results (and quickly!).

Google earned more than $134 billion dollars in ad revenue last year (2019) from repeat and happy customers – Quality Results
In 2018, Google made an incredible 3,234 algorithm updates — an average of almost 9 per day. Some of these updates were small and inconspicuous.
Google has a dedicated Web Spam team that works with webmasters and website visitors to enforce Guidelines.

How to Dominate Search Intent SEO-

Let us begin with What is a search intent?

The search intent definition is the consumer’s intent, or real meaning, behind Google searches—the “why” of the keywords. It’s also known as a commercial or buyer’s intent.

Where Google tries to predict a user’s intent.-

Search terms with one dominant intent
Search terms referring to several entities
Search terms without dominant intent – affected by location

Google is going to produce results based on historical data and ranking signals that best match the most common intent and most “helpful” answers to serve that intent.

Strategic Objective of SEO campaign-

Strategic Objectives for an SEO campaign using the S.M.A.R.T. principles as follows-

Specific – You need to Choose 10, 20, or 100 keywords depending on your budget and resources.
Measurable – To measure the performance of your keywords.
Attainable– You have to be realistic If your site is new, then you should target long-tail keywords.
Relevant – This should be obvious, but your keyword should be relevant to what your business does
TIMEBOND – Improving your site’s performance for a keyword is a goal. You should try to achieve that goal as fast as possible.

Strategic Objectives for an SEO campaign using the S.M.A.R.T. principle: This should be obvious, but your keyword should be relevant to what your business does Competitor Analysis.

Technical Analysis for SEO-

• How Fast Does Your Website Load?
• Is the Website Mobile Friendly?
• Is There Keyword Cannibalization?
• Are There Redirect Issues?
• 302 Redirects
• Redirect Chains
• Is the non-preferred version of the domain 301 redirecting to the preferring version?
• Is the non-secure version of the website 301 redirecting to the secure version?
• Is the Site Being Indexed Well?
• Are There 404 Errors (With Link Equity)?
• Are the URL Structures SEO Optimized?

What is the Content Analysis for SEO-

• You Need an Outside Perspective
• Is Your Content Unique and Original?
• Is Your Content Useful and Informative?
• Is Your Content Better Than Your Competitors?
• Is Your Content Engaging?
• Is Your Information Accurate?
• Is Your Content Long Enough?
• Are There Grammar and/or Spelling Errors?
• Are There Broken Links?
• Do You Have Excessive Ads?
• Are You Moderating Your Blog Comments?

User Experience Analysis to understand what is SEO impact-

• Bounce Rate
• Average Time Spent on Site
• Goal Completions
• Exit Pages
• Return Visitors
• Branded Searches
• Social Signals
• AnswerThePublic
• Google Trends

Thank You!

Do you have any questions or need help in understanding what is SEO? Ask us in comments. below.

Or for further reading do visit the following links:

1. What is SEO? – by Moz.com
2. What Is SEO / Search Engine Optimization? – by SearchEngineLand.com
3. Search engine optimization – on Wikipedia.com
4. SEO in Detail – by Neil Patel

To know more about Our Managing Director visit his profile-

Tejas Hoskatti,
COO, Skillup Ventures Private Limited

The below video will be a complete visual guide of Understanding The Basics of SEO in detail. This webinar was delivered to – IIM Women’s group.

Here is the presentation including key points of Understanding The Basics of SEO in detail.

Play the PowerPoint slideshow below:

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