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Introduction to SEO

Did you know that around 35% of website traffic comes from organic search? This makes search engine optimization (SEO) a top priority for businesses online. The more you rank high in search engines, the more traffic you can gain to your website, resulting in conversions and boosting your business. Moreover, the market is flooded with SEO jobs, including SEO associates, analysts, executives, managers, and experts, with salaries going as high as one hundred thousand dollars, making it a lucrative career. Here we present our SEO entire course that covers every aspect needed to get a job in this field.

Before we move ahead, consider subscribing to our channel and hitting the bell icon never to miss any updates from Simply Learn. In this entire SEO course, we will cover all the major and minor concepts related to SEO. We have smartly divided this course from beginners to advanced levels so anyone can become an SEO expert with this all-in-one course. We will start with a small introduction to SEO and an understanding of what SEO exactly is. Moving ahead, we will understand the significance of SEO and why one should optimize web content for SEO.

Types of SEO

We will understand the types of SEO, covering on-page SEO and off-page SEO techniques. We will put detailed light on how keyword research is done, as it is the most essential part of any SEO technique, followed by our pro tips to rank on Google and YouTube. By the end of this course, you will be able to gain expertise in various SEO tools like Google Search Console and Google Analytics. You will be able to understand the SEO market regarding jobs and salaries. Finally, we will end this video with the top SEO interview questions to help you ace your interview and grab the job opportunity.

Rachel is a baker who runs her bakery. She created an online presence to expand her business by first setting up a blog. She began posting on her blog regularly. However, even after regularly posting on the blog, only a few visitors appeared. Deciding not to give up, Rachel searched for a solution online. That’s when she came across SEO, or search engine optimization, a term she’s never heard before. So let’s take a journey together and help her learn about SEO.

What is SEO?

Search engine optimization is a method that could improve the quality and quantity of the audience coming to Rachel’s website from search engines. It could increase brand awareness, attract local customers, and build credibility and trust. This is possible without spending a single penny to bring visitors to our website. Rachel would have to take advantage of the two types of SEO: on-page and off-page SEO.

On-page SEO

Rachel first decides to tackle on-page SEO and get that sorted. On-page SEO involves Rachel optimizing her website regarding content and technical aspects, including the HTML source code, schema, meta tags, and more. She started using tools like Google AdWords, Ahref, and SEMrush to identify popular search terms associated with the recipes she planned to publish on her blog. She began to look for search terms related to the broader area of baking, cooking, and related topics. Once she found these search terms, she incorporated them into her recipes.

She started by providing an introduction to the recipe. With this, she could offer an engaging beginning to her story, like how the dish reminded her of her childhood and enabled her to include the search terms in the blog naturally. She had these keywords in the actual recipe as well. Additionally, she added pictures, videos, time lapses, and more to increase credibility and engagement for her content and subsequently persuade search engines to show her content to more people.

After this, she moved to the website meta content that search engines display when her blog appears in search results. She optimized the meta tags, alt tags, header tags, and more. This completed the on-page aspect of SEO. Thanks to this, she saw a significant increase in visitors to her page.

Off-page SEO

Having done all she could on her webpage, Rachel now decides to explore what could be done off-page to improve her page’s visibility on search engines. Off-page SEO involved Rachel doing things outside her site page to help increase its search engine rankings. External site optimisations would raise the popularity, relevance, reliability, and authority of the website. Reputable websites endorsing your content through backlinks, social media marketing, guest blogging, linked and unlinked brand mentions, influencer marketing, and many other strategies make this possible.

Rachel also understood that for her content to reach people, she would have to Web page load time is crucial for ranking on Google and providing users with a good experience. Google wants relevant content, structure, readability, and no spam or overbearing web page ads. SEO (search engine optimization) increases a website’s pages’ rankings by applying relevant content, suitable titles, structure, meta descriptions, and readability.

Internal and external link building is also essential for off-page SEO. Google ranks websites by crawling, indexing, and ranking. Crawling is done by bots that follow links and store content on Google servers. Relevant websites with available content are ranked from one to infinity based on the search query’s relevance, user experience, language, location, and more. Paid ads are separate from organic search results.

Google indexes web pages from different locations and languages, resulting in varying search results for other locations. The search engine uses bots to crawl different pages simultaneously, leading to a continuously updating index, not real-time sync. Location, language, relevancy, and user experience are all crucial factors that affect Google’s website rankings.

There are two types of SEO strategies- on-page and off-page SEO. On-page SEO involves optimizing website elements such as headers, meta descriptions, title tags, and links to rank higher on Google. Before implementing on-page SEO, it is essential to understand the keywords you want to rank for, which requires conducting keyword research. Keyword research helps you know your chosen keyword’s search volume, competition, and relevancy.

To conduct keyword research, you can use Google Keyword Planner to get data on a specific keyword’s search volume and competition. After collecting all your relevant keywords, you can put them in a spreadsheet and compare their data. Google Keyword Planner gives low, medium, and high competition ratings, but to get a more precise competition number, you can type in the syntax “all in the title: your keyword” in Google to see the number of listings that have your keyword in their title tag.

Optimizing Your Website for On-Page SEO

When optimizing your website for on-page SEO, there are a few key elements you need to focus on. These include the title tag, meta description, and URL. By optimizing these elements, you can increase your chances of ranking higher in search engine results pages (SERPs) and driving more traffic to your website.

Keyword Research

Before you can start optimizing your website, you need to do some keyword research. This involves identifying relevant keywords with high search volume and low competition. Once you’ve identified these keywords, you can optimize your website.

Title Tag

One of the most crucial components of on-page SEO is the title tag. It is the first thing people see after typing a query and receiving results. The title tag should ideally contain your keyword because that will make your website relevant for that keyword search. The title tag should be between 50 and 60 characters, and staying within that limit is essential.

Meta Description

The meta description summarises the web page and should be no more than 155-160 characters. Including your keyword in the meta description is essential, as this will help make your web page more relevant for that keyword query. Leaving the meta description blank means Google will add the appropriate copy, which could hurt your ranking.

URL

The URL is what people see in search engine results, so it’s essential to make it relevant and easy to understand. Ideally, your URL should include your keyword and have a clean structure. Avoid using URLs that are difficult to understand or have irrelevant words.

Optimizing the Page Itself

You can optimize the page once you’ve optimized the title tag, meta description, and URL. This involves structuring the page so users can navigate and understand. Ensure your content is relevant to your keyword and provides value to your audience.

Organizing Content with Headers

Headers provide a hierarchical structure to the content, making it easier for users to read and understand the article. Using headers also signals to Google the importance of a particular keyword. Using h1 or h2 tags is recommended, as they are at the top of the hierarchy. Here’s an example:

  • h1: How to Become a Digital Marketing Specialist
  • h2: The Growing Digital Marketing Job Market

Make sure to include relevant keywords in the headers.

Internal Linking

Internal linking involves linking from one page on your website to another. This allows Google to identify and crawl linked pages and helps users navigate the site. Make sure to link to relevant pages, as shown in this example:

  • SEO Specialist
  • PPC Specialist
  • Social Media Marketing Specialist
  • Digital Marketing Specialist

Using Natural Language

Choose relevant and related keywords that are more natural to the content than broad and competitive ones. For example, instead of “digital marketing”, try “types of digital marketing” or “digital marketing examples”. Conduct keyword research to identify these keywords.

Sitemap

A sitemap is a list of all the pages on your website. There are two types of sitemaps: an HTML sitemap designed for humans and an XML sitemap designed for crawlers. The XML sitemap helps Google crawl and index all the pages on your website. Here’s an example:

  • Sitemap.html
  • Sitemap.xml

Off-page SEO involves linking or promoting a website using link building. Improving a website’s recognition, relevancy, credibility, and authority is essential. By doing so, Google can recognize a website’s trustworthiness and relevance for a specific keyword, which helps rank the web page. Link building is the key to off-page SEO, and it is synonymous with building domain authority, credibility, trustworthiness, and relevance.

Benefits of Off-Page SEO

  • Increases traffic to a website
  • Creates high domain authority
  • Increases credibility and trustworthiness
  • It helps to rank a page for a specific keyword
  • Increases brand awareness

Linking to other high-domain authority websites, such as Wikipedia, can create high domain authority for a website and help drive traffic. It is crucial to have high-quality content to have links on other websites. Spending time on other blogs or websites related to a website’s content is beneficial for off-page SEO and helps to build connections. Social media platforms, such as Reddit, can also help to get external links.

Do’s and Don’ts of SEO

It is essential to optimize a website using white hat techniques, such as keyword research and natural language processing. Black hat techniques, such as keyword stuffing, should be avoided as they harm the end user. Getting backlinks from relevant sites is crucial for off-page SEO, and irrelevant backlinks should be avoided as they hurt a website’s authority.

Onpage Optimization for SEO

On-page optimization is optimizing web pages to rank higher and get relevant traffic from search engines. It includes content and HTML source code optimization. The primary on-page relevancy factors are:

  • Title tags and meta description
  • Header tags
  • Website URLs and URL structure
  • Image alt text
  • Internal links
  • Keyword usage
  • Sitemaps

The on-page relevancy factors can be broken up into relevance and popularity. In this section, we will only discuss on-page factors that you have a direct impact upon. These factors can have a significant effect on organic traffic.

Title Tags and Meta Description

The title tag or page title influences click-through rates and people’s first impressions of your website. It is displayed on the browser tab, and the text in the Google search results as the link to the page. The meta description, on the other hand, does not influence rankings but influences clicks. It is the grey text shown in the search engine results. You can improve the chances of your meta description appearing by writing a short descriptive phrase of the content or purpose of the page.

Header Tags

Header tags are used for headlines and subheadings. They enable a logical hierarchy of content, starting with the headline (H1), which describes the page’s primary purpose, followed by subheadings (H2), which break the sub-content into subcategories. The goal is to provide a quick reference for people to find the content they need within seconds, so keep it short and explanatory. You’ll use keywords to help people locate the most essential information.

Website URLs and URL Structure

The website URL is the page’s address and is extremely important for SEO. Make sure the URL has at least one keyword that is relevant. Keep it short and avoid stuffing it with keywords.

Image Alt Text

Image alt text is used to describe images to search engines. Use relevant keywords in the alt text to optimize for search engines.

Natural internal linking between pages on your website aids Google’s understanding and website crawling of all of your web pages. Additionally improved is the user experience.

Keyword Usage

Use keywords naturally in your content, and avoid keyword stuffing. Use unique title tags for every web page on your website and optimize your web page for one to two keywords per page.

Sitemaps

Sitemaps help search engines crawl and index your website. Make sure to include all relevant pages in your sitemap.

Conclusion

Although on-page SEO optimisation is complicated, breaking it down into simpler ideas will make it easier for you to comprehend. Remember to focus on relevancy and popularity, and use the on-page relevancy factors to improve your website’s ranking and get relevant traffic from search engines.

Optimizing URL Structure

The domain name is the primary core of the URL and the first thing people see with your online business. It needs to be memorable and easy to spell and pronounce. Using keywords in the domain name is not a primary ranking signal for search engines. After the domain is a subdirectory which contains the relevant files or pages for that group. Naming the page in a way that explains the content of the page helps with optimization. The text on the page and markup, such as headings, are used by search engines to judge the importance and prominence of the content. The alt text description of images provides additional context about the page and its purpose.

Internal links from one page on your website to another page of your website provide relevance and context to the information on your website. These links are not votes like external links.

Keywords

Search engines use natural language processing to understand the meaning of text. Using synonyms and other common words presents the context of a broader idea for your website. Keyword stuffing and hidden text are not effective strategies for optimization.

Sitemaps

There are two types of sitemaps: HTML sitemaps for humans and XML sitemaps for search engine spiders. XML sitemap shows the hierarchy and priority of each URL of the website.

Outdated SEO Tactics to Avoid

Some SEO tactics that used to work in the past are no longer effective and can actually harm a website’s ranking.

  • Hidden Text

Hiding text by making it white on a white background or using other tactics can be easily detected by search engines and can lead to penalties.

  • Repetitive Anchor Text

Linking every keyword on a page can confuse readers and search engines alike. Instead, focus on creating readable content intended for humans and search engines.

  • Cloaking

Showing different content to search engines than what is offered to human visitors is against search engine guidelines and can result in penalties.

The Perfectly Optimized Page

There is no one-size-fits-all strategy for website optimisation, although certain components can increase a page’s relevance to consumers and search engines.

  • Relevant page title
  • Page headings
  • Anchor text links
  • Keyword-based URL
  • Alt text and images
  • Readable content with lists, bullet points, and bolded text

Top Influencing Factors

Factors influencing a website’s ranking can be divided into on-page and off-page elements.

On-Page Factors

  • Relevant page title
  • Page headings
  • Anchor text links
  • Keyword-based URL
  • Alt text and images
  • Readable content with lists, bullet points, and bolded text

Off-Page Factors

  • Total number of domains linking to you
  • Number of highly influential domains linking to you
  • Number of unique domain IP addresses
  • Total backlinks without nofollow limits
  • Entire relevant anchor text in links to you
  • Types and context of keywords in anchor text links

Behavioral Factors

With the advent of artificial intelligence, behavioral factors are becoming increasingly important in determining a website’s relevancy.

  • Amount of users that search for a brand name or business name and go to that result
  • Amount of direct visits bypassing search
  • Time on page and depth of visit
  • The behaviorBehaviour of a searcher from the results page

Why is Keyword Research Important?

Choosing the right keywords is crucial for driving traffic to a website. Poorly chosen keywords can have low search volume, high competition, or be misaligned with content.

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