This document provides an introduction to search engine optimization (SEO). It explains that SEO is the process of optimizing a website to obtain high rankings in search engines. An optimized website will rank for relevant search queries and have a user-friendly interface across devices. The document outlines the anatomy of a search engine results page and different ranking factors. It recommends optimizing for Google since it has the largest market share. Key Google tools for SEO like Adwords and Google My Business are described. The document also covers revenue models, important considerations before beginning SEO like objectives and customer research, and using trends analysis.

1. Introduction to SEO
Ready to optimise your website?
Here’s what you need to know.

2. WHAT IS SEO?
It is the process of optimizing a website to
obtain high rankings in search engines,
which will increase the number of
visitors on the website.
AN OPTIMIZED WEBSITE...
★ Will rank on the search engine results
page for a relevant search query
★ Has a user-friendly interface for
desktops, mobiles and tablets
★ If optimised well, will boost business.

3. HOW DOES A SEARCH ENGINE WORK?

4. THE ANATOMY OF A SEARCH RESULT
SEARCH QUERY
PAID
LISTING
ORGANIC
LISTINGS
KNOWLEDGE
GRAPH

5. ★ SEARCH QUERY: The word or phrase
that has been entered into the
searchbar. It contains keywords that
tell search engine crawlers use to
create results.
★ SERP: This stands for Search Engine
Results Page. It is the page of results
that is displayed following a search
query.
★ PAID LISTINGS: Created with Google
Adwords, these advertisements
appear at the top and bottom of the
SERP. Every time a paid listing is
clicked on, a certain amount of money
is deducted from the business owner’s
Adwords account.

6. ★ ORGANIC LISTINGS: The search
results that are presented organically
by search engine crawlers. Various
ranking factors influence the
positioning of these organic results.
★ KNOWLEDGE GRAPH: Also created
by the search engine algorithm, it is a
rich card of information presented in
an intelligent format. Knowledge
graphs can be optimised for with the
help of schema. Knowledge graph for search query “friends”

7. HISTORY OF GOOGLE

8. WHY OPTIMISE FOR GOOGLE?
★ GOOGLE’S GOAL: To provide relevant
information in the fastest time possible
★ World’s leading search engine with market
share of 80.5% (as of 2017)
★ Ranking on first page of Google = ranking
on first page of Bing, Yahoo, etc.

9. SOME GOOGLE TOOLS FOR SEO
1. Google Adwords
➔ An advertising service that allows business
owners to advertise on Google
➔ The user can set a budget for their
advertising campaign and money will only
be deducted when their Ad is clicked on.
➔ Adwords is based on keywords: if a
search query has relevant keywords to
your Ad, it will be shown on the SERP.
➔ WATCH: What is Google Adwords?
https://goo.gl/QEAWQm

10. SOME GOOGLE TOOLS FOR SEO
Why use Adwords?
★ Good method to gain exposure for new
businesses
★ You can reach the right people and at the
right time with advanced and
customizable ad settings
★ You are shown exactly how much you earn
from each ad, which helps you make
economical choices for your business
★ Keyword research is facilitated with the
keyword planner tool

11. SOME GOOGLE TOOLS FOR SEO
2. Google My Business
➔ Puts your business on the (Google) map
➔ Use this tool to provide Google with
relevant information about your business
➔ Boosts the accessibility of your business:
customers are more likely to visit your
business if they know your office hours,
your location, and can contact you easily
➔ WATCH: How to add or claim your
business on Google https://goo.gl/Fe6aDJ

12. SOME REVENUE MODELS
1. E-commerce: Selling goods and services
online is a primary source of revenue for e-
commerce businesses.
2. Leads: Generating traffic on your business
website is one of the main objectives of
SEO.
3. Advertising: Use Google Adwords and
Adsense to promote your business on the
internet.

13. SOME REVENUE MODELS
4. Affiliates: Revenue can also be generated
by directing your customers to another website
(usually an e-commerce website). If a sale is
made using your affiliate link, you will receive
a substantial commission.
5. Freelancing: Goods or services can be
provided on freelancing platforms such as
fiver, guru, and freelancer.

14. BEFORE YOU BEGIN SEO
Before you consider taking your business to
the web, YOU MUST…
1. Identify business objectives: Do you want
to expand your client base to an
international scale? Do you want to remain
local, but become more accessible? Or do
you simply want to pick your business off
the ground? Knowing your objectives will
help you make smart and effective choices
when marketing online.

15. 2. Know your customers: How old are they?
What are they really interested in? And where
do they hang out on the internet? Answering
these questions will give you a comprehensive
customer profile to target while carrying out
digital marketing.
BEFORE YOU BEGIN SEO

16. BEFORE YOU BEGIN SEO
3. Know your trends: It is crucial to
know what your target customers
feel about your business idea. Use
Google trends
(https://trends.google.com/trends/)
to understand growing and
declining trends before making
business decisions.

17. RECAP