1. SEO Basics And
Step-by-step guide for understanding SEO basics and
fundamentals that Google takes into account before
prioritizing your website on search engine results.
Fundamentals

2. Hello!
I am Ameer Hamza Arbani
Digital Merketing Professional, Trainer
& Consultant With Experitise In SEO,
Content Marketing & Link Building,

3. WhatIsSEO?
SEO (search engine optimization) is
practice of driving organic traffic from
search results and improving rankings of
search queries on search engines.

4. “SEO is important for almost every
online business willing to achieve
global visibility, brand awareness,
website traffic, high ROI, credibility,
and to understand customer’s
behavior & interests in long run.

5. Process
Of SEO
The process of
SEO can be
frustrating and
time-consuming
but it usually takes
4 to 6 months for
website to build
authority and gain
trust flow within
search engines.
Search Engine
Optimization
Website
Structure/Analysis
On-Page SEO
Off-Page SEO
Competitive
Analysis
Setup Targets
Measure Results

6. Website
Analysis/Structure
Why Its Necessary And How
You Can Achieve It?
Why Focus On Website Structure?
SEO friendly website structure ensures
smooth navigation path for better user
experience and for Google crawlers to
index the content within webpage.
 Start creating structural hierarchy of
pages in CMS.
 Create header that lists your main
navigation pages.
 Setup hierarchy for categories and
deep level pages.
 Develop a complete internal linking
structure.
 User footer menu to list all your
service pages.

7. On-Page SEO
On-page SEO includes
optimizing internal
elements of individual web
page i.e. all the technical
modifications within the
code, text, images, meta
tags, internal link structure,
bread crumb navigation
and design of a web page.
On-page SEO factors are
easy to control and can be
altered easily within cms.
On-Page And
Off-Page SEO
Off-Page SEO
Off-page SEO refers to
external activities
performed to improve
rankings of a webpage
within SERPS. Off page SEO
techniques include external
link building, promotional
methods, increasing brand
awareness, brand mentions
and all social activities
performed within social
media channels.
SEO process is further
classified into two major
categories which are
deeply associated with
one another. No business
or website can improve
its visibility on search
engines by practicing one
and ignoring the other
strategy at the same time.

8.  Meta Tags (Meta Title / Description / Keywords).
 Page Titles (Keyword Rich Titles With Modifiers).
 Creating Useful, Unique & High Quality Content.
 SEO Friendly URL Structure (Shorter Keyword Rich Url).
 Using Relevant Sub Headers & Body Tags (H1, H2, H3..).
 Focus On Keyword Density/Prominence/Placement.
 Image Optimization (Using Image Alt Tags).
 Using LSI, Google Suggested Long-tail Keywords.
 Cross-linking Internal Pages / Breadcrumb Navigation.
 Making Mobile Friendly Page designs.
 Improve Site Speed for better UX.
 Colors, fonts, graphics & images.
On-Page SEO
Specifics
Important 0n-page SEO
specifics that are necessary
for a perfectly optimized
webpage.

9.  Meta Tags (Meta Title / Description / Keywords)
 Page Titles (Keyword Rich Titles With Modifiers)
 Creating Useful, Unique & High Quality Content
 SEO Friendly URL Structure (Shorter Keyword Rich Urls)
 Using Relevant Sub Headers & Body Tags (H1, H2, H3…)
 Focus On Keyword Density/Prominence/Placement
 Image Optimization (Using Image Alt Tags)
 Using LSI, Google Suggested Long-tail Keywords
 Cross-linking Internal Pages / Breadcrumb Navigation
 Mobile Friendly Pages
 Site Speed
On-Page SEO
Specifics
Importanat 0n-page SEO
specifics that are necessary
for a perfectly optimized
webpage.
Off-Page SEO
Specifics
Proven off-site SEO
checklist to ensure you
have a perfectly optimized
webpage.
 Getting Links From High Authority Domains.
 Building Links Through Your Guest Posts.
 Get Bloggers To Write About Your Brand.
 Finding Sites That Link To Your Competitors.
 Getting Links From Shares On Social Websites.
x Directory Submissions.
x Forum Signatures.
x Comment Links.
x Article Directories.

10. Competitive
Analysis
 Explore And Identify Your Potential SEO Competitors.
 Analyze And Validate Your List Of SEO Competitors.
 Identify Top Traffic Pages & Keywords Driving Most Traffic.
 Trace Backlink Sources And Referring Domains.
 Measure The Engagement Ration On Social Media.
Competetive Analysis & Research; How Its Done?
SEO Competitive Analysis And Research Is Important To
Identify Your Potential Competitors In The Industry To Establish
Overall SEO Strategy To Stay Ahead Of The Game.
Key Actions Required For Competitive Analysis:Top websites for
competitive analysis
& keyword research.
Ahrefs
Semrush
Spyfu
Ubersuggest
Kywoordtool
OpenSiteExplorer
MajesticSEO

11. SEO
Targets
Before setting up goals
and targets for your
SEO campaigns, there
are few things that you
must keep in mind.
Things to Consider:
 Size Of Your Business
 Market Competition
 SEO Budget
Example SEO Targets
 Increase Traffic
 Educate Users
 Increase Orders
 Brand Awareness
 Improve Rankings
 Target Audience

12. Measure
Results
 Measure Rankings For Important Keywords.
 Measure Increase In Organic Search Traffic Volumes.
 Measure Brand Impact (Volume Of Branded Queries).
 Measure Engagement (User Flow Within Website).
 Track Increase In Conversion Rate Over Time.
How to Measure Success Of SEO Campaign ?
In order to create a roadmap for success of your SEO campaign,
you must track and measure the end results to make necessary
improvements. Below are mentioned few basic indicators to
measure the success of your SEO campaign.
KPIS for measuring and
tracking success of your
SEO campaign.

13. Types
Of SEO
Practices
Black Hat SEO
Black hat is a type of
SEO practice that is
disapproved by
Google as it violates
the search engines
terms of use, works
against search engine
guidelines and violates
all Google algorithm
updates which sooner
or later results in
penalizing website or
webpage from SERPS.
White Hat SEO
White hat is a type of
SEO practice that is
approved by Google as
it follows all search
engine guidelines.
Google always admires
White Hat SEO
practices as they leave
positive impact on your
search engine rankings
and improve your
webpage’s integrity on
search results.
Grey Hat SEO
Grey Hat SEO is a
mixture of both white
hat and black hat SEO
practices where you try
to manipulate and trick
Google with sneaky
practices. Grey Hat SEO
practices are technically
legal but ethically
suspicious as they may
gradually turn into black
hat and devalue your
website in SERPS.
There are
usually 3
different
types of SEO
techniques.

14. GOOGLE ALGORITHM UPDATES
Google every year rolls out major/minor changes in its algorithm
updates which affect search results in number of significant ways

15. MAJOR
GOOGLE
ALGORITHM
UPDATES
Google Panda Update
Demotes websites having
poor-quality content and
rewards websites having
high quality content by
improving their rankings in
search engine results.
Mobile Friendly Update
Boosts rankings of websites
having mobile-friendly
pages as almost 60% of
users come to website from
mobile search results.
Google Pirate Update
Demotes rankings of
websites having pirated
content and copyright
issues filed through
Google’s DMCA system.
Hummigbird Update
Similar to rankbrain but
focuses more on adding
strength to LSI & long-tail
keywords to filter results
based on users interest.
Google Penguin Update
Penalizes websites practicing
artificial and spammy link
building efforts to promote
websites with more relevant
content on serach engines.
Google Rank Brain
Machine learning A.I. system
that interprets queries based
on user intetntion to provide
more relevant results based
on their queries searched.

16. Thanks!
Any questions?
You can find me at
Twitter: ameeer_hamza