Search Engine Optimisation is a key area to enhance our keyword research and ranking compatibility on our website. This slide gives you a broader knowledge of SEO construction to effectively promote a good user-friendly website.

1. SEO

5. SEARCH ENGINE OPTIMIZATION
• Search engine optimization is the process of refining your website, using both on-page
and off-page practices, so that it will be indexed and ranked successfully by search
engines
• With SEO, the best and most cost-effective way to increase your website traffic is to have
a high position in organic.
• Organic search listings refer to the websites that appear in search results based on
their relevance to the search term the user has typed.
• Formal definition of SEO: The process of refining your website using both on-page and
off-page practices so that it will be indexed and ranked successfully by search engines.
• Informal definition of SEO: Smell nice for Google!

6. 4 KEY STAGES OF SEO PROCESS
1. Goals: You must decide upon and set up clear, realistic goals and
targets for your SEO campaign. Goals serve as key drivers as you
navigate the development of your SEO strategy. The benefits of
spending time developing goals far outweigh the risks of walking
the plank blindfolded into the competitive world of search
marketing.

7. 4 KEY STAGES OF SEO PROCESS
2. On-page Optimization:
This deals with the
granular, technical
optimization of the
various elements on your
website. It involves
ensuring search engines
can easily read,
understand, crawl
through, and navigate the
pages of your site to
index it correctly.

8. 4 KEY STAGES OF SEO PROCESS
3. Off-page optimization: This
refers to techniques used to
influence website position in
organic search results that
cannot be managed by on-
page optimization of your
site. it's about building a
digital footprint and earning
online credibility. it's about
building a digital footprint
and earning online credibility.

9. 4 KEY STAGES OF SEO PROCESS
4. Analyze: This stage is very much a cyclical process. looking at the
data coming back, analyzing it, and deciding upon the adjustments
needed going forward. It helps you tweak your goals accordingly as
you implement additional goals and changes.

10. 4 KEY STAGES OF SEO PROCESS

11. Search Engine Result Pages: Positioning
• A SERP is the web page that a search engine, such as Google or
Yahoo!, returns that lists the results of a user's search.
• A SERP is divided into core sections.

12. 1. At the top you'll always find Paid listings.
• These are marked with yellow flags that clearly highlight these
entries as ads.

13. 2. Listings that lie beneath the advertising are
Organic search results.

14. Location-Based Search
• Search engines take into account the location of the person searching to
deliver the most applicable search results.
• For example, with Google's My Business you can submit your business for
display on a location-based search, so when John Smith searches for Italian
restaurants in Tokyo, your chances of appearing in his SERP are increased.
• Be sure to complete all elements of the form by providing a category,
description, pictures, videos, and so on to catch user attention.
• Google operates a five-star rating scheme, so customers should be
encouraged to review and rate your business.

17. Download Google My Business App

18. Attract new
customers
with your free
business
Profile on
Google.

19. Create a
free
website in
minutes.

20. Bring in
customers
by sharing
helpful
information.

21. Keep them
coming back
with regular
updates.

22. Engage online
and build
customer
loyalty.

23. Discover how
people find
your business.

24. RECAP PAID LISTING, ORGANIC LISTING &
LOCATION BASED SEARCH.

26. Knowledge Graph Listing
• Google's Knowledge Graph tries to understand searchers' intent while
anticipating their end goals.
• Google knowledge graph is an innovative tool that enables users to discover your
business and contact you without even clicking on your webpage.
• For example, if a user searches for information on restaurants in New York City,
Knowledge Graph will display both a variety of images at the top of the SERP and
a panel on the right with a list of key information, a company description,
reviews, related searches, and so on.
• It feeds on information from related websites, popular searches, Google local
listings, and other sources.

27. Example 1: Try searching for a restaurant – “Little Skillet” by typing this word in the
Google search bar. You will see a box on the right hand side full of information with
all the details about the restaurant along with reviews, address, contact number and
navigation.

28. Example 2: Type the phrase ‘famous Hollywood actors’ in the Google search bar and it will display
several images of all popular Hollywood actors in the form of a picture carousel. Similarly, type
“Tom Cruise” in the search bar, it will display a box of information (also called as Google
Knowledge Graph Card) about this celebrity with images on the extreme right hand side of the
search results pages.

29. Knowledge Graph Listing

30. HOW TO APPEAR ON THE KNOWLEDGE GRAPH
LISTINGS.
• Use Schema Markup to tag your website element: Scheme markup is
a type of microdata, which are HTML codes you can include in your
website to be read by machines like web crawlers or browers to
understand your website elements.

31. HOW TO GET GOOGLE KNOWLEDGE GRAPH FOR
BUSINESS..
• An easier alternative is to
use SEOPressor Connect’s
schema.org builder. This
feature lets you select the
Schema.org data type
corresponding to your
content and it will
automatically generate and
incorporate the markup in
your website code.

32. HOW TO GET GOOGLE KNOWLEDGE GRAPH FOR
BUSINESS.
• You can also add
other details such as
headline, description
and author’s name in
easy to use form and
SEOPressor Connect
will translate them
into Schema.org
markups.

33. HOW TO GET GOOGLE KNOWLEDGE GRAPH
FOR BUSINESS.
• Get a Wikipedia Entry for your business: Wikipedia is the internets’
encyclopedia trusted by all and as such, a valuable source of
information that Google sources for its Knowledge Graph description.

34. Search Behavior
• What is online search behavior? Every time users search, they reveal a
certain amount of information about themselves.
• When this information is gathered, it can be classified into different
search behavior categories to analyze customer needs.
• From this categorization, you can develop an effective SEO content
strategy. In search engine optimization there are three key players:

35. Three key players in Search Engine
Optimization(SEO).
1. The searcher. The goal is to have people searching for your product or
service. More specifically, you want searchers to look for the keywords you
are using. You want to understand a person's every search behavior in order
to target a searcher appropriately.
2. The website owner. Your goal as the website owner should be to align the
optimization of your website with customer search behavior findings. The
competitive intention here is to outrank, outperform, and outbid your
competitors.
3. The search engine. Ultimately, your goal is to ensure search engines have
indexed your website, so they can understand what your site is about. This is
crucial. If a search engine can't understand your site, it won't display it.

36. OTHER FINDINGS ON CONSUMER SEARCH
BEHAVIOURS:
• Russel-Rose & Marki (University College London Interaction Centre)
describe nine consumer search behaviors related to retail, and these,
online merchants including Locate, Verify, Monitor, Compare and
Explore.

37. LOCATE
• The “Locate” search behavior is all about finding a known item or
product, and may be the most commonly thought of form of
consumer search.
• As an example, a shopper might be searching for a pair of jeans.
While the shopper may not know all of the specific details about the
jeans, in general, he or she knows the product exist.
• In locate mode, shoppers know what they are looking for.

38. VERIFY
• Sometimes shoppers need to
verify that a particular item
meets some important
specification or requirement.
• In these examples, the shopper
is probably familiar with the
subject of the search but wants
to make certain that the product
is properly understood.
• The product specifications help
the shopper verify that the
product will work.

39. MONITOR
• Not every online purchase is
spontaneous or a conversion.
• Especially a shopper making a
relatively expensive purchase
will visit one or more sites over
time before making a buying
decision.
• Shoppers may also regularly
check prices for major purchase
or search coupons.
• Its is aimed at staying aware of
Product’s development,
availability or price.

40. COMPARE
• The compare mode is fundamental to online retail, where users nee
to identify the best option from the choices available wrote Russell-
Rose & Marki.
• This can be in the form of comparing available colors or as complex as
comparing various memory modules from one site to the next.
• For example, the retailer may simply need to add a “compare” option
that shows two or more select items’ features or specification side by
side.

41. EXPLORE
• The exploring consumer is in discovery
mode looking for new products, new
categories, or new options.
• An example may be a shopper looking
for books on the novel/books website.
• This shopper might browse through
several pages of mysteries, follow links
to related products or read reviews.
• Content sliders and navigation invite
shoppers to explore the site and
products

42. DMI's 5P Customer Search Insights Model
1. Person: The target market is the central component of your 5P’s of Digital
marketing. A well defined target market is highly essential element that serves
as a basis for the rest of the elements.
2. Place: You can discover the country or city a customer is in and whether the
location is classified as urban or rural.
3. Product: In the digital world, a product can be of any form. It can be
information, a file, access to another web page, physical product or service that
can be obtained a few moments after an online transaction.
4. Priority: The search query provides an indication of customers' purchasing time
frames; that is, how urgently they need the product or service and the window
for engagement.
5. Purchase: The purchase is part of your unique selling proposition. Paying a
higher price needs to be justified (Quality Product) and the same goes with
paying a low cost, because low pricing may suggest that your product has low
quality.

43. Application of DMI's 5P Customer Search Insights
Model.
• Type “Movenpick Dinner Night August 2020” in the search query.
• Person: Either use Gut instinct, make a guess or for clearer detailed
information Google Analytics (GA).
• Place: Movenpick
• Product: Dinner Night
• Priority: August 2020
• Purchase: Direct or Indirect/Online booking.

44. In summary
• So make sure to focus the three key players of SEO towards
each of the 5Ps to ensure that your website is a strong contender against
competitors.
• Customer search behavior should influence your decisions on every detail,
from choosing keywords to creating content for your site.
• let's now use this information to inform stage 1 of the SEO iterative
process what your goals and outcomes for the search engine optimization
of your site should be.

45. Breakdown of the 4 SEO Processes.
Stage 1: Goals
• Goals will help you create Digital marketing campaigns.
• Direct your day-to-day tasks.
• Motivate you to rise above your competitors.
• Increasing Problem and solution awareness.
• Acquiring new leads and customers.

47. • You need to identify the business pain.
• View this pain as a goal.
• Create a strategy to achieve the goal.
• And assign KPIs to the strategy to monitor your progress in solving the
pain.

48. Let's use the example of a Clothing Designer
retailer:
• Business pain: A decline in online orders
• Goal: Conversions
• Strategy: Increase website visitors through on-page optimization
(keywords, blog, etc.)
• KPIs: Sales, online inquiries

49. Analysis of the example:
• In the previous example,
• The searcher benefits through an enhanced user experience and
relevant content,
• The search engine benefits through being able to easily understand
and index your site.
• The website owner, benefits through achieving your goals.

50. Types of Goals
• Engagement: Simply means clicking on the thing which the marketer
wants you to click on.
• Conversion: A conversion occurs when a visitor to your website
completes a desired goal, such as filling out a form or online query or
making a purchase.
• Visibility: Visibility online is the overall presence of a brand or
website or its products in the general digital consumer environment
/online. Eg. Social media, websites, links, reviews.
• Reputation: Treating customer interaction with plenty care through
personalized strategic approach. When such a high percentage of
consumers research before they buy online, you can’t assume that
potential customers aren’t going to look at your reviews.

51. Types of Goals
• Credibility and status: Credibility in digital marketing refers to a
communicator’s / website owners positive characteristics or
information that affect the searchers’ acceptance of a message or
information. Status in digital marketing describes the relative social
and professional position or standing of a website owner or search
engine.
• Market Leadership: Market leadership is when an individual or a
company owns the largest market share or highest profitability
margin in a given market for goods and services. Same applies to
digital marketing in description vice versa.
• Competitive Advantage: Competitive advantage is what makes an
entity better than its opponents.

52. Types of KPI’s (Key Performance Indicators)
• Organic traffic: Refers to the visitors that land on your website as a result
of unpaid (organic) search results. The easiest way to increase the organic
traffic of your website is to publish quality and relevant content on your
blog regularly.
• Visitor Numbers: Is a metric used to measure the total number of times a
user navigates to a website. The number of distinct individuals who go to
the website are called Unique Visitors. For example, Akosua visits a
website 5 times whiles David visits the same site one time. Therefore, the
number of visits is six, while the number of unique visits is two.
• Click-Through Rates: CTR is a metric that measures the number of clicks
advertisers receive on their ads per number of impressions (impression is
when an ad or any form of digital media renders on a user’s screen. High
CTR is essential to your PPC success.

53. Types of KPI’s (Key Performance Indicators)
• Download: The download functionality is a metric that gives the website
owner insight into how eager viewers/searchers learn more or saved
valuable information on hand when on their PC or mobile device.
• Online inquiries: Refers to digital response from a prospective customer
generally following an Advertisement or sales promotion campaign.
• Sales: Digital sales means selling through digital means or media, that is,
without seeing the customer directly (exceptions for video conference).
• Website engagement: Website engagement is the metric that analyzes
how well users are likely to stay on your site and take actions such as
subscribing, buying products or services etc.

54. BENEFITS OF SEO
• Increased organic CTRs: CTR is the % of clicks your website listing
generates, based on the number of organic impressions served.
• Organic impressions are the number of times a page from your
website displays in SERPs and is viewed by a user, not including paid
listings.
• Increased engagement: Increased engagement means users exploring
and spending longer periods of time on your site

55. BENEFITS OF SEO
• Enhanced reputation: Top listings yield both online and professional
credibility, status and reputation.
• Market leadership and competitive advantage: Outshining your
competitors is vital, so strive for a number-one listing to avail yourself
of this advantage.
• Increased conversions: They’ve clicked on to your site, spent time
navigating it, and had a pleasant browsing experience and purchase
order.

57. KEYWORD RESEARCH
• Keyword research is the process by which you research popular
search terms people type into search engines like Google, and
include them strategically in your content so that your content
appears higher on a search engine results page (SERP).

58. KEY TERMS
• Keyword: SEO keywords are the keywords and phrases in your web
content that make it possible for people to find your site via search
engines. A website that is well optimized for search engines “speaks
the same language” as its potential visitor base with keywords for
SEO that can help connect searchers to your site.
• Example: Just like a keyword is a single word used as a search query, a
keyword phrase is two or more words typed as a search query.
• “Guda Electrical and Car Customization” is a good example if
keyword phrase.

59. TYPES OF KEYWORD
SHORT-TAIL KEYWORDS
• These keywords are not specific.
• They consist of less than 3 words.
• They have high search volume and
high competition.
• Since these keywords are broad
match, they don’t convert very
well.
• An example of a short-tail keyword
is “Pizza recipes”.
LONG-TAIL KEYWORDS
• These keywords are very specific.
• They consist of more than 3 words.
• They have relatively low less search
volume and competition.
• This will bring in quality traffic
leading to higher conversion rate.
• An example of a long tail keyword is
“Homemade Pizza dough recipes”.

60. LONG-TAIL KEYWORDS
• Long-tail keywords tend to be longer in length (3+ words) than most
other keyword types.
• Long-tail keywords are search terms with relatively low search
volume and competition levels / worth ranking highly.

63. WHY ARE LONG-TAIL KEYWORDS IMPORTANT
FOR SEO?
• Reason #1: Long-tail
keywords aren’t that
competitive.
• When it comes to SEO, Long-
tails are MUCH less
competitive than shorter
“head terms” (which makes
them easier to rank for).
• For example: a short-tail
keyword like “link building”
has over 6 billion results in
Google:
• So if you want to rank #1
Google for that query, you
need to outrank 6 billion
other sites.

64. WHY ARE LONG-TAIL KEYWORDS IMPORTANT FOR
SEO?
• On the otherhand, look at a
long-tail version of that
keyword, like “best SEO link
building software”.
• That long-tail keyword has a lot
less competition than the head
term “Link building”
• This same idea also applies to
Google Adwords (PPC). Long-
tail can be cheaper to bid on
than super popular head
terms.

65. WHY ARE LONG-TAIL KEYWORDS IMPORTANT FOR
SEO?
• Reason #2: Long-tail keywords have high conversion rates.
• Long-tail searches aren’t just longer, they’re also more specific.
• People that search for long-tail terms tend to be much further along
in the buying cycle compared to folks searching for head terms.
• The traffic that you get from Long-tail terms tend to convert really
well.

66. HOW TO FIND LONG TAIL KEYWORDS
1. Google “searches Related to…”
• Ever notice that when you scroll
to the bottom of Google’s search
results there is a section called
“Searches related to…”?
• Well this little area is a gold mine
for long tail keyword research.

67. HOW TO FIND LONG TAIL KEYWORDS
2. Answer The Public:
• Answer The Public is a helpful
keyword research tool that
generates question-focused
keywords.
• To use it, type a broad keyword
into the field and click “Get
Questions”.
• This tool will then show your
questions that people tend to
ask about your topic:

68. HOW TO FIND LONG TAIL KEYWORDS
3. Forum and Boards:
• Imagine if someone asks
a question on a forum
you know that there are
other people out there
searching for that same
question in Google.
• To use forums for
keyword research, you
can search for your
keyword + discussions:

69. HOW TO FIND LONG TAIL KEYWORDS
4. Google Autocomplete:
• To use Google
Autocomplete for
keyword research, you
can just enter a keyword:
• The suggestions that you
get come straight from
Google.

70. HOW TO FIND LONG TAIL KEYWORDS
5. Soovle:
• Soovle is a free tool that collects
keyword suggestions from Amazon,
Wikipedia, Ask.com and Youtube.
• Which means you can uncover
untapped terms that are SUPER hard
to find with any other keyword tool.
• First, head over to Soovle and enter a
broad keyword into the search field.
• Soovle will automatically display
suggested results from different
websites:

71. HOW TO FIND LONG TAIL KEYWORDS
6. People Also Ask Boxes:
• First, search for a keyword in Google
search.
• And keep an eye out for a “People
also as…” box in the SERPs.
• These are questions that people ask
around the topic of the keyword you
typed in.
• And if you expand one of the
questions, you will see an answer
plus Google will show you even
more questions.

72. HOW TO FIND LONG TAIL KEYWORDS
7. Google Trends:
• Is a keyword research tool.
• First, head over to Google
Trends, and enter the
keyword you want to rank
for the search field.
• The tool will show you
“interest over time” based
on search volume and news
headlines.

73. HOW TO FIND LONG TAIL KEYWORDS
8. Quora:
• Quora is an extremely popular
crowdsourced Q&A site.
• Its similar to Yahoo! Answers but with
Quora, people’s responses are actually
helpful.
• To use Quora, you need to create an
account.
• Once you are logged in, enter a broad
keyword into the search bar.
• Like with forums, Quora will show you
the most popular questions on that
topic.

74. TWO TYPES OF KEYWORD RESEARCH
• Online and Offline Keywords
• Typically, digital marketers will focus solely on online methods of
keyword research, disregarding the abundance of excellent keywords
that can be derived from offline research.
• Offline Keyword Research: Brainstorming, Marketing Collateral,
Customer survey and Listening to customers.
• Online Keyword Research: Google Autocomplete, Google Adwords
Keyword Planner, Google trends, SEMrush.

75. Offline Keyword Research
• Are techniques that can help you with keyword research for a small
business that does not have data you can base your campaign or
content on for a start.
• It infuses the use of traditional marketing research for keyword
research.
• Brainstorming: Is a method for generating ideas to solve a design
problem. It usually involves a group, under the direction of a
facilitator. The best people to report on the common jargon being
used in your industry are your colleagues.

76. Offline Keyword Research
• Marketing Collateral: Marketing collateral describes a compilation of
different media types, which is used to help improve the sales of product
or service. In the past, the term “Marketing Collateral” was mainly
associated with Brochures or sell sheets that were used as sales support
tools.
• Customer surveys: It’s a method of getting consumer feedback to help
companies measure satisfaction, perform market research and gauge
expectations.
• Listening to customers: Substantial amounts of keyword data can be
obtained by simply listening to your customers. Collating these words into
a list will save a lot of time and money when conducting your keyword
research.

77. Online Keyword Research
• In this stage of the process, generally we're talking about the use of
key tools that allow you to perform filtered keyword research using
the following criteria:
• custom date ranges
• query volume
• historical trends
• levels of data
• and related phrases by city or country.

78. Online Keyword Research
• Google Autocomplete:
• To use Google
Autocomplete for
keyword research, you
can just enter a keyword:
• The suggestions that you
get come straight from
Google.

79. Online Keyword Research
• Google Adwords Keyword Planner: Is a free Google Ads tool for new
or experienced advertisers that’s like a workshop for building new
search network campaigns.
• A tool used to promote ads in Google and its not same as PPC.
• PPC is mostly used in Search Engine Marketing whereas Google Ads,
Bing Ads and others will be under this.
• You can use the Keyword Planner to search for keywords and see
how a list of keywords might perform.

81. Online Keyword Research
• Google Trends:
• Is a keyword research tool.
• First, head over to Google
Trends, and enter the
keyword you want to rank
for the search field.
• The tool will show you
“interest over time” based
on search volume and news
headlines.

82. Online Keyword Research
• SEMrush: Is an SEO tool that does your:
• Keyword Research
• Tracks the keyword strategy used by competitors
• Runs an SEO audit of your blog
• Looks for backlinking opportunities
• SEMrush is trusted by internet marketers all over the world.

85. THE OPTIMAL CONTENT STRUCTURE AND
HIERARCHY FOR ON-PAGE SEO.
• With on-page optimization, the first thing you must be conscious of is
the structure of your site.
• You should make sure there is a hierarchy among web pages and that
the structure flows throughout your website.
• Think of it as a parent and child relationship.
• Every website should have a menu navigation bar, with the menu bar
links acting as the parents.

86. Menu Navigation Bar

88. • The example here details the hierarchal structure of a typical e-commerce
website.
• The number of levels your site has depends on the nature of your
business.
• If your content is buried too deep it can be difficult for both users and search
engines to reach it, which is why ideally websites should have no more than three
or four levels.
• A user-friendly site will be appreciated by the
customer, which will please the search engine that will ultimately increase your
ranking in SERPs.
• Utilizing structure and breaking up your content using bullet points, headings,
images, and the like is
where a lot of websites fail.

89. ESSENTIAL CHARACTERISTICS OF USER-
FRIENDLY WEBSITE.
• Mobile Compatibility.
• Accessible to All users.
• Fast Load Times.
• Effective Navigation.
• Good Error Handling.
• Well Planned Information Architecture.

90. Up-to-Date Content
• Keeping up with the times, as in outlook, information, ideas, appearance or
style.
• Extending to the present time or current.
• Including the latest information or facts.
• You still need text on the page for search engines to understand your
content, but remember that you're writing primarily for your customers, to
keep them on your site.
• Start analyzing user media habits.
• For example, you discover a high volume of activity associated with users
watching videos, start thinking about embedding videos into your website
to build an extra level of interaction.

91. Optimizing the Technical Mechanics of Your Page
• You need to optimize the technical mechanics of your page and insert
the keywords into them.
• Technical mechanics with emphasis on understanding the laws of
mechanics in technical practice.
• Generating easy access to navigate your settings to suit your page.

92. URL’S (UNIFORM RESOURCE LOCATORS)
• The address of a World Wide Web page.
• Acronym for Uniform Resource Locator and is a reference (an address) to a
resource on the internet.
• Protocol identifier: Eg. http://example.com, the protocol identifier is
http.
• Resource name: For the URL http://example.com, the resource name is
example.com
• Your URLs need to be descriptive in order to inform your users what
they're linking to.

93. EXAMPLE OF URL’S
digitalmarketinginstitute.ie/courses/type/postgraduate-diploma-in-digital-marketing/
(EXAMPLE 1).
http://www.abcdefhgj.ie/index.php?option=com_content&view=article&id=13&Itemid=43
(EXAMPLE 2).
• You can see which URL is pretty and descriptive and which fell out of the ugly tree.
• If the second link was emailed or shared on social media users would have no idea where
they're being taken or what the page is about.
• But in the first URL, the link destination is clearly described, the hierarchy is visible, and
the keywords are prominent and separated by dashes.

94. PAGE NAME
• Page name is a term for the title of any page or blog.
• Page name appears on your site menu.
• The page name acts as a way to identify and locate that page in the
system when you’re making modifications or tracking performance.

97. META TAGS
• In HTML, meta tags or meta elements are tags placed in the head section
of your code that help define the contents of a web page.
• Meta tags are snippets of text that describe a pages’ content.
• The meta tags don’t appear on the page itself but only in the pages' source
code.
• Meta tags are essentially little content descriptor that help tell search
engines what a web page is about.
• Meta tags are an excellent additions to your SEO toolbox.
• Just be careful not to waste your time on extraneous tags that add no SEO
value and take up coding space!

101. Most important meta tags, which will assist your
on-page optimization
• Title tag: A title tag is an HTML element that specifies the title of a web page.
• Title tags are displayed on search engine results pages (SERPs) as the clickable
headline for a given result
• And are important for usability, SEO, and social sharing.
• Generally, titles should have between 50 and 60 characters in total.
• Google indexes the whole title regardless of character length, but the problem is
that it also truncates titles that are too long and this means
part of the title is cut off.
• Not paying attention to your title's character count could result in the
most important piece of information in your title being left out or shortened

103. Most important meta tags, which will assist
your on-page optimization.
• Description tag: The description tag is a piece of html code that’s
meant to give a short description of a web page.
• The description tag of a web page is not visible on the page itself.
• If a page doesn’t have a description tag, Google usually shows
sentence fragments on the page that contain the user’s query.

105. Breadcrumb Navigation
• A breadcrumb is a graphical control element frequently used as a
navigational aid on web pages.
• A type of secondary navigation which gives information about the location
of a user on a website or web application.
• This term was derived from a fairy tale in which there are two little children
who drop the breadcrumb in order to form a trail back to their home.
• It allows users to keep track and maintain awareness of their location
within programs, documents or websites.
• Very helpful in enhancing the way of the users in finding their way around
on the websites which are having a lot of pages.

108. On-Page Headings
• In a typography and word processing, a page header (or simply
header) is a text that is separated from the body text and appears at
the top of a web page.
• Headings range from H1 to H6 and you can use any number on any
page in sub headings.
• The most important heading tag is the h1 and least important is the
h6 tag.
• For example, if your site is introduced with an h1 tag followed by an
h3 tag, the hierarchy will be broken, meaning the heading Structure is
not as SEO friendly.

109. Examples of On-Page Headings
• “Professional Diploma in Digital Marketing” is the main heading,
or H1, of this page. “Course Overview,” the subheading of H1, is H2.
• How many headings you want depends on how you wish to
structure your content, although they usually don't go past H3.
• Try and get keywords into your H1s.

111. ELEMENTS THAT COMPRISE THE ON-PAGE
HEADING.
First Paragraph:
• Under H1 lies your first paragraph, and ideally your chosen keywords
should be within the first line of text.
• The H1 tag is usually presented in large, bold letters as a header.
• H1 tag should contain your targeted keywords, ones that closely relate to
the page title and are relevant to your content.
• By using keywords in your H1 tag, you help search engines understand
what your page is all about.
• Easier for users to navigate through the page.
• The user can see at a glance what the page is all about by looking at the H1
tag.

112. Body of Text
• The body text is the text forming the main content of a book, magazine, web page, or any other
printed or digital work.
• The General recommendation for general web pages related to the product or service you provide is
at least 300 words.
• Articles, white papers, and case studies should have 1,000 words minimum.
• Blogs, you should be aiming for between 1,500 and 2,500 words.
• Research has shown that articles containing 2,500 words garner higher rankings than articles with
fewer words.
• You also shouldn't write more content just to be able to insert a high number of keywords.
• Keyword density is now outdated and seen as SEO malpractice.
• Bolding keywords in your web page content in the belief that doing so will increase ranking is a
common misconception an Google perceives it as keyword stuffing ( keyword stuffing is an SEO
technique considered webspam or spamdexing in which keywords are loaded into a web page’s meta
tags, visible content or backlink in an attempt to gain an unfair rank advantage in search engines.

114. Anchor Text
• The Anchor Text, link label or link text is the visible, clickable text in an HTML hyperlink.
• It allows users and search engines to advance to the next page of your site with ease.
• Anchor text is more descriptive and contains your targeted keywords or phrases.
• It's very important that all pages are accessible via a link somewhere on your site, so
ensure your links are built into the content that navigates people through your site.
• By being descriptive, users know where they're going, and the search engine is taking
those keywords into account when it indexes the page and follows the link through.

117. Images and Alt Text
• Alt text stands for alternative text, and it acts as an alternative to the
image it describes.
• Be succinct (using few words to state or express an idea) and
descriptive with your alt text and the maximum should be four to six
words.
• Insert keywords into the file names of your images (before you upload
them), the alt text, and the image caption.
• If you spend time optimizing your blog or website’s content, headers,
subheaders, and meta descriptions for search engines, the following
image should alarm you:

119. Images and Alt Text
• Today, Google’s search engine results pages (SERPs) deliver just as
many image results as they do text-based results.
• The image above produces for the search term, “email newsletter
design”.
• Notice how , in addition to the “Images” tab at the top, Google pulls
in a substantial pack of clickable images to the beginning of the main
results page before any organic text results are even visible.

120. HOW TO ADD ALT TEXT TO YOUR IMAGES
• In most content management systems, clicking on an image in the
body of a blog post produces an image optimization or rich text
module, where you can create and change the image’s alt text.
• Hubspot Users: Here’s what this image optimization window looks
like in the CMS inside your hubspot portal.

122. HOW TO ADD ALT TEXT TO YOUR IMAGES
• Your alt text is then automatically written into the webpages’s HTML
source code, where you can edit the image’s alt text further if your
CMS doesn’t have an easily editable alt text window.
• The most important rule of alt text, Be descriptive and specific.
Remember that alt text rule can lose its value if alt text doesn’t also
consider the images’ context.
• Here’s what that alt tag might look like in an article’s source code
below:

124. IMAGE ALT TEXT EXAMPLES
(THE GOOD AND THE BAD).

125. • The line of alt text above technically follows the first rule of alt text,
be descriptive but its not being descriptive in the right way.
• Yes, the image above shows a baseball field and player hitting a
baseball.
• But this is also a picture of Fenway Park and the Red Sox’s #34 David
Ortiz clocking one over right field.
• These are important specifics Google would need to properly index
the image of it’s on, say, a blog post about Boston sports.

127. Social Sharing
• Social sharing describe when social media users broadcast web content on
a social network to their connections, groups or specific individuals.
• Includes sending photos, videos, product recommendations and website
links to friends with social networking accounts.
• Twitter, Facebook, Whatsapp icons appear (share icon) on most every
website, however, there are numerous other venues where information
can be shared.
• This helps with building a digital footprint, by getting people talking about
your brand on social media.
• By providing easily shareable links you're bringing people back into your
website.

128. Examples of Social Sharing Platforms.

129. Site Map
• The final element you must have on your site is an HTML site map.
• A site map or sitemap is a list of pages of a website.
• A site map is a page on a website that provides a map of the website's structure.
• The site map is in the form of text links to all the other pages on the site.
• Since it provides a website structure, It allows search engines to crawl through,
index, and rank your website.
• Site maps should link to every page on the website and every page should link to
it.
• The sitemap shouldn’t contain more than 50,000 URL’s.
• In case you nee to place more URL’s into your sitemap, which is very often, you
can divide it into more files.

132. The Technical Aspects of SEO
Compatibility:
• When assessing the technical elements of your site, start by checking your
website's cross-browser compatibility with Chrome, Internet Explorer, Safari, and
Firefox.
• Cross browser testing involves checking compatibility of your application across
multiple web browsers and ensure that web applications works correctly across
different web browsers.
• BrowserStack is a cloud web and mobile testing platform that enables developers
to test their websites and mobile applications across demand browsers, operating
systems and real mobile devices.
• Search engines have a preference for responsive websites. These are websites
designed to respond to the different sizes of screens that customers are using.
• Responsive sites contract and expand to the screen dimensions of the devices
searchers are using whether they are smartphones, tablets, or computer screens.

135. Google's Mobile-Friendly Test
• Is a great tool that determines if your site is deemed mobile friendly
by search engines.
• Type in your website's URL and the tool will tell you if your site is
compatible.
• If not, it does give helpful indications as to why your site failed the
test and provides tips on how to fix the problem.

139. Structured Data Markup
• It refers to the content on your site that is formatted in an easily
readable way for search engines.
• Provides additional detail around the page’s content.
• Schema markup language is the result of a collaboration between
Google, Bing, Yahoo!, and Yandex that allows you to easily implement
structured data markup into your website to:
• Increase search result accuracy.
• Refine the way your listing appears in SERPs.
• Enhance the way information is displayed.

140. Schema markup language
• Schema markup is code (semantic vocabulary) that you put on your
website to help the search engines return more informative results
for users.
• Using the schema App, it allows you put in any website URL and it will
display the schema markup found on that page.
• Rich snippets is the term used to describe structured data markup
that site operators can add to their existing HTML, which in turn allow
search engines to better understand what information is contained on
each web page.

146. Houston, We Have a Problem
• “Houston, We Have a Problem” is a popular but erroneous quotation from the
radio communications between the Apollo 13 astronaut John Swigert an NASA
Mission Control.
• Google Apollo 13 (1995) movie and you will find the phrase scene there.
• The phrase was used by the crew of the Apollo 13 moon flight, to report a major
technical problem back to their Houston base.
• Changing the URL of a page or removing it from your site entirely will
leave users and search engines with something called a 404 error page.
• This is an indication to users that they have clicked on a page that has been
moved or no longer exists otherwise known as a broken link.

148. 404 error page
• The HTTP 404, 404 Not Found, 404, Page Not Found or Server not
Found error is an HTTP standard response code which indicates the
server could not find what was requested.
• How to Fix the 404 error page:
• Retry the web page by pressing F5, clicking refresh/reload button or
trying the URL from the address bar again
• Check for errors in the URL
• Search for the page from a popular search engine.

153. PAGE REDIRECT
• A redirect is when a web page is visited at a certain URL, it changes to
a different URL. For instance, a person visits “Akosua.com/page-a” in
their browser and they are redirected to “Akosua.com/page-b”
instead.
• In HTTP, a redirection is triggered by the server sending a special
redirect response to a request.
• A browser when receiving a redirect response, uses the new URL
provided and immediately loads it.
• The most commonly used redirects are 301 (Moved Permanently),
302 Found / Moved Temporarily and 307 Moved Temporarily.

155. Redirects can be carried out in two ways:
• Domain level: A domain name is an identification string that defines a
realm of administrative autonomy, authority or control within the internet.
Users type in www.adelaide.com and the 301 redirects them to
www.myadelaide.com.
• Individual URLs: Users type in www.example.com/how-to-do-seo and the
301 redirects them to www.example.com/a-guide-to-seo.

157. SSL certificate
• The final technical element worth considering for your website is a secure
certificate, known as an SSL certificate.
• These are small data files that you purchase and install on your web server,
creating secure connections between the web server and the browser.
• You can recognize websites with SSL certificates by looking at their URLs in the
address bar of your browser.
• The URL begins with HTTPS and is accompanied by a padlock symbol.
• SSL certificates are the ultimate certification that the website is secure and are
specifically recommended for websites that involve the exchange of sensitive,
personal, and financial information.
• Google has stated that it considers HTTPS when determining ranking.

158. Site Maps and Google Search Console
• Google Search Console (GSC):
• One of the most underused tools that Google provides, it helps website
owners see how Google crawls, understands, and indexes your site.
• Use it to help find the technical issues that may be hurting user experience,
or worse, your ranking.
• Out of the multitude of features of GSC, the tool reports are definitely one
of its finest.
• You can filter data by country, mobile versus desktop versus tablets.

159. Some of the key tools and reports that will be
beneficial to you
Crawl error report:
• Crawl errors are issues encountered by search engines as they try to access your
pages.
• Crawling errors are flagging issues that search engines are having with accessing
your web pages.
• After reviewing and fixing your crawl errors, make sure they're removed by
marking them as fixed.
• Crawling errors are flagging issues that search engines are having with accessing
your web pages, which could be hurting your ranking so always review your
Google search console for necessary corrections to be done.

161. Some of the key tools and reports that will be
beneficial to you
Inbound links report:
• In Inbound link is a link from an external domain pointing towards one of your pages.
• For example: If you ran example.com and Hubspot.com had a link to your site, then that
would count as one inbound link.
• Inbound links helps generate traffic to your website pages in the sources report.
• An inbound link is also sometimes referred to as an external link or backlink.
• For example: If you have a facebook page and have placed your website address in the
About Us section, that is considered an inbound link.
• This particular report will tell you which websites are linking to yours, how many links
these websites are generating, and the most popular pages on your site that are being
linked to.
• It will also tell you the anchor text being used to link to your site

162. Some of the key tools and reports that will be
beneficial to you.
Page speed report:
• Page Speed Reports on the performance of a page on both mobile
and desktop devices, and provides suggestions on how that page may
be improved.
• It works by grading your site on a scale of 0 to 100, taking various
factors like server response time, compression files, and image size
into account.
• Google PageSpeed insights is a handy tool that scores your site from 0
to 100 points, with a score of 85 or above indicating a page is
performing well.

163. Some of the key tools and reports that will be
beneficial to you.
HTML improvements tool:
• Is a google webmaster tool that grades your sites meta descriptions on 2 criteria: length
and if there are duplicate descriptions on multiple pages.
• For example, if users of a clothing website could access a page for red shoes by visiting
www.example.com/red-shoes, www.example.com/new/red-shoes, and
www.example.com/ladies/shoes/red, the search engine will see these three pages
containing the same content but be unable to decide which URL to display in
SERPs.
• You may still be multiple pages with duplicate content, canonical links (HTML elements
that help webmasters prevent duplicate content issues in SEO) help limit the webpage.
• If it does not, webmaster tool will let you know which pages are causing errors or
warnings, and you can easily update them.

164. Some of the key tools and reports that will be
beneficial to you.
Google's Data Highlighter:
• Is a webmaster tool for teaching Google about the pattern of a
structured data on your website.
• You simply use Data Highlighter to tag the data fields on your site with
a mouse.

167. Site Map
• The final element you must have on your site is an HTML site map.
• A site map or sitemap is a list of pages of a website.
• A site map is a page on a website that provides a map of the website's structure.
• The site map is in the form of text links to all the other pages on the site.
• Since it provides a website structure, It allows search engines to crawl through,
index, and rank your website.
• Site maps should link to every page on the website and every page should link to
it.
• The sitemap shouldn’t contain more than 50,000 URL’s.
• In case you need to place more URL’s into your sitemap, which is very often, you
can divide it into more files.

169. Two types of sitemaps you can, and should, have
on your site:
• HTML sitemap: An HTML sitemap is the text version of a sitemap and
shows text links to all the website's pages. It is a bulleted outline text
version of the site navigation.
• XML sitemap: It is sitemap written using extensible markup language
(XML), which displays in a coding format. Since is a Coded On-page SEO is
preferred by search engines, which find the language easier to understand.
For review of your sitemap, You need to submit your XML sitemap to
Google Search Console for further deliberations or actions to be done.

173. RECAP OF ON-PAGE SEO
On-Page SEO technique is used within the website and we use these
techniques:
1. Meta Title & Description.
2. The content of the website (Keywords).
3. Images name and alt text.
4. Permalinks of posts/Websites.
5. Post of the blog.

174. Stage 3: Off-Page Optimization
• Off-Page SEO Technique plays a major role to get top ranking in search engine
results. Only the Off-Page SEO technique will help you to improve your ranking in
search engine results.
• The purpose of off-page SEO is to improve your website ranking, based on the
amount and quality of links coming into your site. Get ready to embrace your
inner extrovert and also to:
• Know the key off-page techniques you can apply to improve website ranking.
• Appreciate the various forms of links and be able to distinguish among them.
• Learn about content marketing and its influence on off-page optimization.
• Recognize the potential factors within link building that can cause problems and
penalization.

176. SOME BEST OFF-PAGE SEO TECHNIQUES
Create Shareable Content:
Content is a King in Search engine optimization, creating amazing and
attractive shareable content is a smart way to get more natural more
backlinks for your blog or website. You can share your content on your
own blog write for your website.

177. SOME BEST OFF-PAGE SEO TECHNIQUES
Social Media Marketing/Engagement:
• Social Media Marketing or engagement is one of the best Off-Page
SEO technique which helps you to boost your traffic for your website
or blog. Social media marketing helps you to make your business
popular and engage more people/audience for your business. You can
get more engagement by sharing your business with different social
media marketing platforms. Here are some famous social media
marketing platforms that you can use for social media engagement
for your business.
• Facebook
• Twitter
• Linkedin
• Pinterest

178. SOME BEST OFF-PAGE SEO TECHNIQUES
Social Bookmarking
• Social Bookmarking is one of the amazing Off-page Seo Technique which helps you
to improve your ranking or website. When you submit your blogs post or a web
page in a social bookmarking website you will get more traffic for your website or
blog.
• Here is some famous social bookmarking website that you can use for social
bookmarking:
• Mix
• Tumblr
• SlashDot
• Digg
• Diigo
• Medium
• Quora

179. SOME BEST OFF-PAGE SEO TECHNIQUES
Article Submission
• Article submission is one of the most powerful techniques, which helps you
to boost your ranking in search engine results. For article submission, you
have to select such a website or blog having High PR where you can easily
submit your article with your website to get the traffic from the specific
article submission website.
• Here, is some examples of the Article submission website:
• HubPages
• Squido
• MagPortal
• Ezine Article Submission
• Medium

180. SOME BEST OFF-PAGE SEO TECHNIQUES
Question and Answer Platforms
• One of the best Off-Page SEO technique to get more traffic is to join the
Question, answer websites with high PR. Here, you can answer different
questions related to your Blog or NICHE and you can also share a
link related to different questions to get more visibility for your website.
Here some Question Answer website where you can submit your answers
to questions.
• Quora
• Yahoo Answers
• Blurtit
• Wiki How

181. SOME BEST OFF-PAGE SEO TECHNIQUES
Videos Submission
• Video sharing is one of the amazing technique in Off-Page SEO, by
using this technique you can get more traffic on your website or blog.
You can use a proper title, description and, reference links of your
website while posting the video on these platforms.
• Here, is some platforms that you can use for video posting:
• Youtube
• Vimeo
• Daily Motion
• Facebook Video Platform

182. SOME BEST OFF-PAGE SEO TECHNIQUES
Image Submission
• You can submit or share your images on popular image sharing website from
where you can get more traffic which helps you to get image backlinks. Before
sharing an image on any platform, first, optimize your image with proper title, alt
text, and link of your website.
• Here, is some website where you can share your images of the blog or website:
• Instagram
• Flickr
• Imgur
• Picasa
• Shutterfly
• Mediafire

183. SOME BEST OFF-PAGE SEO TECHNIQUES
Document Sharing
• Document sharing is also the part of Off-page SEO techniques, you
can create documents for your website where you insert links of your
website or blog and save your document in Doc, PDF or presentation
format and share on Document sharing platforms.
• Here, is some document sharing platform where you can share your
documents.
• Slideshare
• Scribd
• Issuu

184. Four main off-page techniques you can use to
maximize your site's SERP ranking.
Link Formats
• Links is that they have two elements:
1. Link text or Anchor text or link label refers to the text that appears
on the page.
2. The link URL is the destination to which that link text will take the
user

185. Internal links
• They are links from one page on the same domain to another.
• Here’s what Google says:
1. Google must constantly search for new pages and add them to its
list of known pages.
2. Some pages are known because Google has already crawled them
before.
3. Other Pages are discovered when Google follows a link from known
page to a new page.
• Internal links also aid the flow of Page Rank.

186. Internal links
• The number of internal links pointing to a page is a signal to search
engines about the relative importance of that page.
• Appear in website navigation, as well as in the content.
• But you shouldn’t link all pages on one level of the hierarchy to all
pages on another.

188. HOW TO SET UP THE IDEAL INTERNAL LINK
STRUCTURE.
The Art of Siloing
• Siloing is the grouping together of topically-related web pages via
internal links.
• For example: Imagine that we have a website about countries and
cities with these pages below:

190. ANALYSIS OF EXAMPLE
You can tell that each page falls into one of two distinct groups:
• Pages about countries
• Pages about the cities in those countries.
• So this is likely how you would “silo” these pages:

192. ANALYSIS OF EXAMPLE
• Now makes sense?
• Each country acts as a “hub” and links to subpages about relate cities
(and vice-versa).
• This creates a topic cluster, a group of interlinked pages all closely-
related to the same topic.
• Users will have an easier time navigating their way around your site.
• Crawlers will have an easier time understanding your site structure.
• More “authority” is transferred your most important pages (because
subpages link back to hub pages and vice-versa).

193. For an example of internal linking from DMI

194. ANALYSIS OF EXAMPLE
• The links all navigate internally to areas of the website itself, and the
anchor text is descriptive pleasing all three key players.
• Customers know exactly where they're going.
• search engines can use the link and anchor text to understand the
page content.
• And you, the website owner, benefit from higher ranking.

195. EXTERNAL OR INBOUND LINKS
Inbound link:
• Inbound Link is one that comes from another website and directs a user to your
website.
• It is considered a determining factor in your site's ranking.
• Why? Because Search engines believe more in what others say about you than
what you say about yourself, and they measure this through inbound links.
• Think of them as votes of confidence and popularity.
• Pass SEO authority from other sites to your site, increasing your “domain
authority”.
• Appear within the boy text, in content.

196. Four different link formats you need to need to
know about.
Uninformative link
• These are links or hypertext links displayed on a page for which the text is
either not self-explanatory or ambiguous for visitors using assistive devices.
• A typical example is the common practice of Placing “Learn More” text on
buttons.
• A link that says something like click here is an uninformative link.
• It doesn’t mean these links can’t be used but just try be more
descriptive, so that both customers and search engines know where
they're being linked to.

198. Four different link formats you need to need to
know about.
URL link: A link such as www.vidalsassoon.com is a URL link. Don't just link to the
homepage, find the most relevant page and link to that.
Topic link: A link such as hair care is a topic link, it's a good way of linking to sites that
contain the same subject matter as the page the user is on.
Keyword link: They are the links redirecting back to your site. The “keyword” is the
anchor text used within these links. A link with keywords, such as hair styling with
Vidal Sassoon, is a keyword link. You will want to have a wide range of Keywords
Linking back to your site and articles not just the keywords you want to rank for.

202. A solid link-building strategy
Start developing a strategy by asking yourself some of the following
questions:
• Am I going to ask bloggers for links, and if so, how will I do it?
• Am I going to create valuable, relevant content and wait for inbound links
to come naturally?
• Will I create my own links and where will I do it?
• Will I reach out to my customers and ask them to link to my website?

203. Suggested techniques you can use to develop your
own off-page strategy:
• Evergreen content: Is content that is always relevant, much like the way evergreen trees
retain their leaves all year round. Interesting and relevant content that does not become
date is necessary in order to be found online by search engines which develops inbound
links and helps your domain become authoritative.
• Influential blogs or social media: Links from these sites carry great authority and are
widely sought after. While creating original, quality, entertaining content will help you get
links on these sites, remember that popular blogs get hundreds of link requests daily. As
always, only include links when appropriate and beneficial to the user experience.

204. Suggested techniques you can use to develop
your own off-page strategy:
• Authoritative websites: A link from an authoritative website is the
golden nugget of off-page SEO, so find out who is authoritative within
your industry and chase that link for all it's worth. Government
websites are automatically high authority but normally have policies
about not linking to third-party websites.
• Local links: Local links are links from local sources, typically links from
other local and relevant businesses, organizations, charities, social
events, and media organizations or website that are specific to a
particular city. For example: a lawyer in Greater Accra might have some
local links from Greater Accra newspaper, a local college, and a few
others businesses within.

205. Factors that may cause problems with your link
building strategies.
• Flash content: Flash is an older method of creating movement in a website. Should flash
content contain links, search engines may not be able to see or read it.
• Brokers or sellers: Here, inbound links generated tend to come from extremely low-
quality websites that are irrelevant to your content. You will find that a lot of link-
building sellers operate link farms—a group of websites set up solely for linking to one
another.
• Broken links: Always check for and replace broken inbound links. A website's link to you
from last year could now be broken, costing you valuable ranking and conversions.
Remember, pages you have deleted that haven't been redirected will result in broken
links.
• Damaging links: Not all links are good, and those that aren't can affect your ranking.
GSC allows you to submit a list of links you would like Google to ignore.

206. Content Marketing
• The next phase of your link building strategy is content marketing.
• This involves creating and sharing valuable, informative, and
entertaining content with the aim of attracting customers onto your
site in order to drive sales and conversions.
• Having an article recognized and shared will help build credibility
within your industry, increasing ranking and your domain authority.

207. Social Sharing
• The fourth element of off-page optimization involves getting people
to share your content across their social media networks in other
words, social sharing.
• You probably will have already seen social sharing buttons while
surfing the web or using your social media platforms.
• Conveniently placed Twitter, Facebook, and LinkedIn share buttons
should be positioned throughout your site to allow customers to
share your content quickly and easily across their networks.

208. SUMMARY OF OFF-PAGE OPTIMIZATION
• You need to mix in the right circles, be ready to jump at opportunities,
and try to engage in conversation with that top dog before your
competitor does.
• Try to optimize your site to increase ranking.
• Aim to become that top-dog authoritative site that people will spend
countless hours chasing for links.

210. Analyze
• We've now reached the final stretch, and by this stage your website
should be fully optimized.
• Yielding lots of organic traffic with conversions to match.
• Remember in the first stage of the SEO process you set well defined
goals?
• Using on-page optimization to structure websites and blogs.
• Bringing onboard off-page optimization to springboard your website
and drawing more traffic via link building and sharing.
• Now is the time to analyze and review your performance against
these goals so that when you start this process again, informed
changes can be made to them.

211. Analyze
At this stage you need to be aware of:
• The volume of traffic coming into your site,
• where it's coming from?
• What the users are doing there,
• What keywords or content is bringing them in, and
• What pages are driving or expelling conversions?
• Luckily, there are tons of analytics tools to help answer all these
questions Moz and HubSpot are great, but Google Analytics is
definitely the most highly regarded.

212. Before you can start using a tool like GA, take a look
at the following criteria against which you'll
need to measure your website's performance:
• Can your website be found? How visible is it?
• What position are you in SERPs?
• Is your on-page technical SEO complete?
• Which sites rank above yours?
• How many web pages are indexed?
• Which traffic is coming in via general keywords and which via more targeted
keywords?
• How many conversions come from each keyword?

213. Measuring your SEO successes or failures,
using these three KPIs.
• Position: This KPI is significant because it shows the
effectiveness of the SEO measures you've applied to get good search positioning, based on
relevant search terms. Your position can be gauged by using SEO tools like Google Search
Console and Moz.
Question: Where are you ranking in SERPs?
• Traffic: This KPI measures the search volumes achieved for relevant terms and is the basis for
calculating conversions. Use GA to review traffic source reports, visitor numbers, and the
volume of traffic achieved based on the keywords selected.
Question: What traffic is coming in, where is it coming from, and what content is being
visited?
• Conversion: This is another important KPI because it relates the volume and relevance of
your search traffic with some predefined objectives. Using GA, you can find conversion
information to measure goals achieved, sales, leads, and inbound calls.
Question: Is your organic SEO creating conversions?

214. SUMMARY OF ANALYZE
• Within a typical dashboard page in GA, goal and event tracking are among
the most important features.
• Ensure you have these enabled, as these are the tools that will allow you to
see where the traffic is coming from and whether or not you're getting
conversions.
• Events are distinguished by user engagements such as video views,
document downloads, social shares, and the like.
• Goals are actions like newsletter sign-ups, web-form submissions,
purchases, and so on.

215. An Ongoing Process
• Combination of all aspects of SEO, analysis and review is an ongoing
process.
• Dedication and commitment will bring you far so by regularly
carrying out these three easy tasks, you can boost your site's SEO
performance ahead of your competitors:

216. Three easy tasks, you can boost your site's SEO
performance
1. Maintain a weekly or monthly calendar measuring your website
performance against your baseline.
2. It's important to be able to associate peaks in traffic to certain
marketing activities.
3. Assess the impact of your SEO activities, spot any trends resulting
from them, and identify any remedial action needed.

217. Law and Order: SEO
• With cyberattacks and identity theft occurring every minute, data protection is
something that has become widely expected by customers, search engines, and
governing authorities.
• Nobody will visit or buy from a site known to be unsafe.
• You need to be aware of the governing laws and regulations within your territory, not
only to protect customers but also to protect your own website and reputation.
• Cookies are data files stored on users' browsers that track snippets of their online
behavior. With SEO, you are legally obligated to notify users that your site uses
cookies.
• Do your utmost to steer clear of any and all copyright issues.
• Make sure you have the licensing rights to borrow images, credit all content that's not
your own, and where possible, create your own.

218. So, What Have You Learned in Chapter Two?
• Use the DMI's 5P Customer Search Model to understand customer
behavior and ensure your content is relevant.
• When it comes to selecting your keywords, the more research the better!
• Remember that search engines have a preference for responsive websites,
so adapt your site accordingly.
• Customize your 404 error page to limit the damage to user experience
stand out from the crowd!
• Make connections with the right people to optimize your link-building
strategy.