Search Engine
Optimization
SEO
What is SEO?
SEO stands for Search Engine Optimization; the purpose of SEO is to produce more traffic
to a website organically ( not paid ) improving the visibility of it on Search Engines such as
Google, Bing, yahoo, and Ask…. .
Why SEO?
Nearly 93% of all web traffic comes through search engines.
90% of the link searchers click on organic not paid.
60% of users search sites on the first page.
80% of users use search engine to find a website.
70% of users use the web to find new products.
• The Top 5 Search:
Engines sending traffic Worldwide;
Google sends 90.62% of traffic.
Bing sends 3.72% of traffic.
Yahoo sends 1.64% of traffic.
Baidu sends 1.5% of traffic
Yandex send 0.83% of traffic.
Do you know that there are 5.6 billion searches on Google every Day.
Google handles 3.8 million searches per minute on average across the globe. That comes out to 228 million
searches per hour.
Attribute SEO SEM
Cost Compare
Free SEO Paid
Keywords Main Keyword per page Multiple Keywords
Trust Trusted Not trusted as organic
Time Needs Time Immediate
Effect Life long Depend on budget
Search Engine Optimization Search Engine Marketing
Compare SEO / SEM
Search Engine Result Page (SERP):
Keyword
Search Engine Marketing
.SEM ( paid )
Search Engine Optimization
SEO ( Organic )
https://web.vodafone.com.eg/en/recharge
• www.Vodafone.com.eg
How Search Engine Works ?
Crawler, Robot, Bot, or Spider
Crawler: Also known as Robot, Bot or Spider. These are programs used by search engines to explore
the Internet and automatically download web content available on web sites. They capture the text of
the pages and the links found, and thus enable search engine users to find new pages
Search Engine Indexing
Search engine indexing is the process of a search engine collecting, parses and stores data for use by
the search engine.
It is the search engine index that provides the results for search queries, and pages that are stored
within the search engine index that appear on the search engine results page
Search Engine Page Rank Algorithm
Page Rank (PR), is an algorithm used by Google to measure the importance of website pages to rank
web pages in their search engine results.
If your content is not crawled it will not be indexed
If your content is not indexed it will not be ranked
Website Performance
Fast Websites make people happy.
Page speed one of the most important page ranking.
Website Performance
Performance tools;
1. https://developers.google.com/speed/pagespeed/insights/
Website Performance
Performance tools;
2- https://gtmetrix.com/
Website Performance
Performance tools;
3- https://tinypng.com/
Search Engine Page Rank Algorithm
Page Rank (PR), is an algorithm used by Google to measure the importance of website pages to rank
web pages in their search engine results.
Session 2
Keywords Research
Keyword Research
Before you do any SEO, you need to pickup the search keywords you will focus on.
You should choose keywords with high traffic.
Low/medium
Don’t pick keywords that are so competitive that you will never rank. competition
Keyword
High Search
Relevant
Keyword Research
• Understanding your website and keywords research in on-page optimization
• Know the sources of keywords within your organization;
1. Brainstorming
2. Industry expression.
3. User trends
4. Competitors
Keywords
• A keyword is a term that a person enters into a search engine to find a specific information.
• Keywords research is the practice of identifying which phrases are used on search engines when people are looking
for information or product, and usually includes finding both the search volume and relative competitiveness of the
terms
• Most people enter search phrases that consist of between two and five words, the more words in a keyword phrase
usually the easier it is to rank for the term.
Keyword Tools
Keywords Tools
https://keywordtool.io/
Keywords Tools
https://www.semrush.com/
Keywords Tools
https://www.semrush.com/
Keywords Tools
https://moz.com/explorer
Search Engine
Optimization
SEO
On-page
optimization
Refers to all measures that can be
taken directly within the website in
order to improve its position in the
search rankings. On-page ranking
factors can have a big impact on
your page's ability to rank if
optimized properly.
Keyword
URL
Title
Description
What is important ( on Page )
On-page Rank factor
• URL Optimization
• Title tag optimization
• Description tag optimization
• Meta tags optimization
Headings (H1, H2) optimization
Images & Videos optimization
Internal & external linking • Text paragraphs (bold,
italic,..)
URL Rank Factors
A NOT Search Engine Friendly URL:
https://www.vodafone.com.eg/vodafoneportalWeb/en/P5603845941297671245055
A Friendly URL:
https://web.vodafone.com.eg/en/wireless-net
Search Engine friendly URL
Search Engine friendly URL
Preferred that website URL to be less than 60
character.
Match URL to Title.
Page name should have the master
keyword.
Page Title optimization
<Title> Page title </Title>
( max 64 characters )
Page title, also known as a title tag.
is a short description of a webpage located at
the page header between <title></title> tags at
the page header. Title appears at the top of a
browser window.
Page title should include the page master
keyword with 100% density
Relation
between
page title and
page headline
It is recommended to have same
KEYWORD in both title tag and
page headline <h1>
Tips & tricks
• Every page in your website should have a unique title tag.
• Homepage title should include your brand name.
• You may add your brand to the end of the page title.
• In WordPress, the title tag is generated automatically from the of the page header (main title) <H1> .
• If your title is too long, search engines may cut it off by adding an ellipsis ("...").
• Social networks, will use your title tag to determine what to display when you share that page
• Write good title to attract clicks from visitors who are likely to find your products.
Meta Description
Optimization
What is a meta description tag?
( Max 160 character / 990px )
• The meta description is an HTML attribute
that provides a brief summary of a web
page.
• Google display the meta description in
search results where they can highly
influence user click-through rates.
Tips & tricks
• Meta descriptions impact a page's CTR (click-through-
rate) on Google which can positively impact a page's
ability to rank.
• A page's meta description should intelligently (read: in a
natural, active, non-spammy way).
• It should be directly relevant to the page it describes, and
unique from the descriptions for other pages.
• Write it like an ad which includes all your selling points
and the unique benefits you are offering to the visitors.
• Social sharing sites like Facebook commonly use a
page's meta description tag as the description that
appears when the page is shared on their sites.
Page Headline <h1>
Page Headline <h1>
The <h1> HTML tag is usually used for the title of a page or
post and it is the first header visible on a page
The formatting of an h1 usually differs from the rest of the
header tags found on a page (h2, h3, h4).
GOOGLE SERP
SNIPPET
OPTIMIZATION
TOOL
https://www.highervisibility.com/s
eo/tools/serp-snippet-optimizer/
https://seoscout.com/tools/serp-
preview
Off Page Optimization
Definition of
Link Building
Link building is the
process of acquiring
hyperlinks from other
websites to yours
(back link).
What are
Backlinks?
Refers to actions
taken outside of your
own website to
Backlinks (also known as “inbound links” or “external links”)
impact your rankings are links from other websites to your website. Search engines
within search engine use backlinks as indications of the linked-to content’s quality
results pages and as votes, so a site with many high value backlinks will
usually rank better than an otherwise equal site with fewer
(SERPs). backlinks
Back Link Earning Strategy
Try to get back link from following sources:
• Top global website like Wikipedia and Slide-Share.
• Trusted sites like gov (.GOV) or Universities (.EDU) web sites
• Top local web sites like Youm7 or directories like Yellow Pages.
• Blogs and forums specially the local industry focus ones.
• Social Networks like LinkedIn, Facebook, YouTube, Instagram.
Technical Optimization
Technical Optimization
Google Technical Optimization Tools For SEO
Mobile Friendly
Google Search Console
Google Search Console
Google Search Console is a web service by
Google, provided free of charge for
webmasters, which help you measure your
site's Search traffic and performance, fix
issues, check indexing status and optimize
visibility of your websites. As of May, 2015,
Google rebranded Google Webmaster Tools
as Google Search Console.
Google Search Console
Google Search Console tools and reports help you to:
• Optimize your content with Search Analytics.
• Analyse your site's impressions, clicks, and position.
• See which search queries bring users to your site.
• Submit sitemaps and individual URLs for crawling.
• Review your index coverage of every page.
• Receive email alerts when an indexing issue identified.
• Tell Google when you’ve fixed any issue to re-index it.
• The URL Inspection tool provides detailed crawl index.
Add a new Website
Verify Domain Ownership
Performance Report
Google Keyword Planner
Google Keyword Planner is very important tool in selecting the suitable key phrases, you can do:
• Search for new keywords & ideas
• Get search volume of a keyword
• Get the keyword competition
How To Setup New Google Ads Account
ads.google.com
How To Setup New Google Ads Account
ads.google.com
Access the Keyword Planner
ads.google.com
You can find a lot of suggested
keywords suitable for your products
or services using consumers’ search
history
System can help you plan your
budget and traffic by showing your
selected keywords searches and
clicks forecasting
Keyword Planner
Keyword Planner
Third Party Tool
SEO TOOLS
1- SEO powersuite
2- SEMRush.com
3- Google Analytics
SEMRush Dashboard
Organic Overview Dashboard
Paid Overview Dashboard
Backlink Overview Dashboard
WebSite Audit
Organic Keywords Trend
Organic Keywords position
SEO PowerSuite
1. Website Auditor
2. Rank Tracker
3. SEO SpyGlass
4. Link Assistant
Website Auditor
Website Auditor
Rank Tracker
