In this presentation, I provide an introduction to Search Engine Optimization. I discuss search engine, how search engines work, search engine optimization, key elements of SEO i.e. SERP Ranking, Organic Traffic, Quality of Traffic, Why SEO is important, On-page SEO, Off-page SEO, Technical SEO, Keyword Research, Mobile SEO, and Local SEO.

1. Search
Engine
Optimization
101

2. What is a Search Engine?
A search engine is a software system that is designed to carry out web searches, which
means to search the World Wide Web in a systematic way for particular information
specified in a textual web search query.
Wikipedia

4. Which of the following is not a
search engine?
a.
b.
c.

5. How do
Search
Engines
Work? Rank
Whenever a search happens for a certain keyword, relevant
pages are displayed in rankings according to their expertise,
authority, and trustworthiness.
Crawl
There are automated bots of search engines whose only job
is to go through millions of web pages every day through
links.
Index
The crawled pages are added to a big database called the
search index. The index is a digital library of trillions of web
pages where search engine’s search results come from.

6. Why should you care how
search engines work?
Your pages will not show on SERPs until they are crawled and indexed by search
engine spiders.
That's the bare minimum.

7. Search Engine
Optimization (SEO)
SEO (Search Engine Optimization) is the continuous process of optimizing a website or
webpage to improve the quantity and quality of organic search traffic it receives from
search engines (which, 90% of the time, is from Google).

8. Key
Elements
of SEO
SERP Rankings
The pages that people see on-screen when searching
for anything on search engines are SERPs. Ranking
high is inevitable for gaining clicks.
01
Organic Traffic
If a searcher gets to your webpage without clicking
on ads, it is called organic traffic.
02
Quality of Traffic
If 10,000 visitors come to your website looking for a
cheeseburger when you sell mobile parts, that traffic
is of no use but if you get a thousand visitors per
month, if 150 of them convert to your product or
service, that traffic is 100 times better than the
previous one.
03

9. What does a
typical
search look
like?

10. Search Engine
Search Engine Result Page (SERP)
Keyword
Paid Results
Organic Results

11. Why is SEO
Important?
ORGANIC SEARCH IS
MOST OFTEN THE
PRIMARY SOURCE OF
WEBSITE TRAFFIC
1
GOOD SEO ALSO
MEANS A BETTER
USER EXPERIENCE
2
IT’S HAS LONG-TERM
BENEFITS
3

12. Some Key Parts of SEO
On-Page SEO
Technical SEO
Off-Page SEO
Local SEO
Mobile SEO
Keyword Research

13. Technical
SEO
A WEBSITE THAT'S NOT ABLE TO MEET
USER NEED IS A FAILURE
User Experience
CRAWLABLE, SECURE, STRUCTURED,
RESPONSIVE, FAST
What is Needed?
SEARCH ENGINES SHOULD BE ABLE TO
CRAWL, INDEX AND RANK YOUR WEBSITE
Bare Minimum

14. On Page
SEO
REVELANT RESULTS APPEAR ON TOP
Relevance
KEYWORDS TYPED SHOULD MATCH
YOUR CONTENT
Keyword Targeting
TITLES, HEADINGS, METADATA,
CONTENT, IMAGE ALT TEXT & TITLE
What to Optimize?

15. Off Page
SEO
RELEVANT SITES LINKING TO YOU MEANS
THEY TRUST YOU
Backlinking
BRAND BUILDING, SOCIAL MEDIA
MARKETING, INFLUENCER MARKETING
What else?
THE MOST AUTHORITATIVE AND
TRUSTWORTHY RESULTS APPEAR ON TOP
Authority

16. Local
SEO
LOCAL BUSINESSES THAT APPEAR ON LOCAL
PACK HAVE HIGH CHANCES OF CONVERSION
Local Pack on SERPs
LOCAL DIRECTORIES, LOCAL KEYWORDS,
NAP CITATIONS, COMMUNITY EVENT
What to do?
IF YOU HAVE A LOCAL BUSINESS, YOU
MUST TARGET LOCAL VISITORS
Local Searches

17. Mobile
SEO
PEOPLE USE MOBILE WHEN THEY'RE ON
THE GO, YOUR SITE SHOULD MATCH
THEIR SPEED
Fast and Easy
RESPONSIVE DESIGN, INCREASE LOADING
SPEED, UNBLOCK CRAWLERS
What to do?
MORE THAN HALF OF THE SEARCHES
HAPPEN FROM SMARTPHONES & TABLETS
Mobile Search Boom

18. Keyword
Research
FINDING KEYWORD THAT YOUR IDEAL
VISITORS ARE LIKELY TO TYPE CAN
INCREASE CHANCES OF CONVERSION
Intent Match -> Conversion
WHAT, WHO, WHEN, HOW, WHY, AND
WHERE
What to answer?
CONTENT CREATION TO METADATA TO
LINK BUILDING SHOULD OCCUR ON TOP
OF KEYWORD RESEARCH
Backbone

19. SEO Myths
PPC Advertising Helps Rankings
01
It’s All About Backlinks
03
There's a secret sauce to rank #1
02
SEO Takes 3 Months
04

20. Contact Us
learn.squill@gmail.com
/learn.squill