ITSEO ZONE-THE DIGITAL AGENCY

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• Search Engine Optimization

• ITSEO ZONE- THE DIGITAL AGENCY

• July, 15th 2023

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WHAT IS SEO?

• Search engine optimization (SEO) is the process
  of affecting the visibility of a website or a web
  page in a search engine's unpaid results - often
  referred to as "natural, "organic, or "earned"
  results

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THE ANATOMY OF A SERP (Search Engine Results Page)
Keyword / Search Query
Paid Product Listings
Paid Search Results
Organic Search Results
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• SEARCH USERS PREFER ORGANIC LISTINGS

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ORGANIC SEARCH CLICKS
PAID SEARCH CLICKS

• Study of Search Queries (1.4 billion search)
• Source Nielsen

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ORGANIC IS THE MARKET-WIDE VOICE OF THE CUSTOMER
Telling you what customers want in the moments
that matter
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THE HIGHER YOUR WEB LISTING RANKS, THE MORE
ORGANIC TRAFFIC IT CAN ACQUIRE

Organic Click-Through-Rate
43 of searchers click on the top 3 Organic
SERP Rankings
Search Rank Position
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• 02

• HOW DOES SEO WORK?

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• HOW DO SEARCH ENGINES WORK?

Step 2 Index and Cache Web Pages
Step 1 Crawl Links and Web Sites
Step 3 Apply Ranking Algorithm
Search engine bots crawl through the World Wide
Web to find new websites based on the text on the
website or links to websites
As bots find pages on the web, they decide
whether or not they want to include that web page
within their index based on their own set of
criteria
Once a search engine has built up its index, it
will rank the pages according to the relevancy to
the search keyword and serve up the best results
on SERP
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Google Algorithm Changes many times
100 Secure Search In an effort to protect
internet users privacy Google removed traffic
data insights on a keyword level
2013

• Panda and Penguin Updates
• Poor quality content, duplicate content and bad
  backlink profiles penalized websites in the SERPs

2015
2017
Hummingbird Remodel Google algorithm includes
meaning technology to better understand user
intent better content better rankings
Google Carousel and Rank Brain SERP update that
highlights websites in a new features top page
carousel this new layout impacts visibility and
CTR. Rank Brain is a query refinement tool based
on AI
2017
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• SERP LAYOUT EVOLVES TO MEET SEARCH USERS NEEDS
  IN THOSE MICRO-MOMENTS

10 Blue Links
Highly Contextual
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3 KEYS TO HIGHER SEARCH ENGINE RANKINGS
Higher Search Engine Rankings
Create a cleanly coded, search engine friendly
website
Be found on the web, promote your great content
Produce great content
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CODE - Search engines read, they dont see
XYZ, Just what I was looking for
Best page for query XYZ
Search Engine Bot
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CODE - ON-PAGE OPTIMIZATION TITLE TAGS
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CODE - ON-PAGE OPTIMIZATION HEADER TAGS
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CODE - ON-PAGE OPTIMIZATION META DESCRIPTION

• What is it?
• A description of what your web page is about. It
  will also show up as the page summary on the
  SERP.
• Why is it important?
• An engaging and descriptive meta description will
  attract more clicks when your pages shows up in
  search results. Think of it as a mini ad.
• Recommendation
• Include strong call-to-actions
• Make sure keyword is included early in the first
  line
• Make them unique for each page
• Try to keep them around 120-150 characters long

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• CONTENT - KEYWORD RESEARCH FACTORS

SEARCH VOLUME
USER INTENT
RELEVANCE
Competition (Difficulty to rank higher)

• Is your content and website addressing a need for
  this keyword?
• Would a customer expect to land on your site
  after searching for this keyword?

• High search volume indicates higher potential
  visits, but may also indicate higher ambiguity
  (for example holidays vs luxury holidays in
  Maldives)

• Is the customer looking to purchase, learn, or be
  entertained?

• Long tail terms offer lower search volume, but
  higher relevance head terms offer higher
  potential visits, but lower relevance
• Head terms High competition
• Long tail Low competition

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CONTENT - INTERNAL LINKS

• What is it?
• Internal links are links that go from one page on
  a domain to a different page on the same domain.
  They are commonly used in main navigation within
  a site.
• Internal links are often useful for several
  reasons
• To allow users navigate a website
• To help establish information hierarchy for the
  given website
• To help spread link equity across a website
• To use as a soft conversion CTA for
  top-of-the-funnel content

lta href"https//www.brightedge.com/products/s3/ke
yword-reporting"gtKeyword Reportinglt/agt
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CONTENT - ANCHOR TEXT
What is it? Anchor text is the visible text on a
page that can be clicked on and links to another
page. In the example to the left, the login page
has is an internal link to another section on the
BrightEdge site. The anchor text that can be
seen, Content Performance. What it looks
like The anchor text comes after the link in the
source code.
lta href"https//www.brightedge.com/products/s3/ke
yword-reporting"gtKeyword Reportinglt/agt
lta href"https//www.brightedge.com/products/s3/ke
yword-reporting"gtKeyword Reportinglt/agt
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• Community - Promote your good content

• Work doesnt stop when you hit Publish. Make
  sure to include promotional and cross-promotional
  efforts in your Content Strategy

• Use following channels to amplify your content
• Link Building
• Social Media
• Public Relations
• Offline Media (TV, Radio, etc.)
• Paid Advertising
• Events posters or leave-behinds (QR code)
• Printed collateral (QR code)

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• COMMUNITY - What is LINK BUILDING?

Link building is an ongoing iterative process
where you build shareable, informative content
and promote relevant content to the list of
high-quality source domains through backlinks and
social channels.
Why is this important? Link building is an
important area of SEO, as it influences a sites
domain authority. Higher domain authority
correlates to higher ranking. Higher volumes of
high quality backlinks leads to higher domain
authority. Recommendation Focus on a natural,
well-diversified, relevancy-based link building
strategy to strengthen your profile. Tactics
should primarily be focused around acquiring
links from high-quality domains - for example, a
domain with a homepage that has a PageRank of 3,
or a domain with a Majestic Trust Flow of 20.
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• COMMUNITY - What Are Backlinks?

Without links, search engines might never find
this page

• Backlinks point back to your site from an
  external site. They are considered to be online
  currency, getting a backlink is equivalent to
  receiving a vote of confidence

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