Search Engine Optimization is one of the most crucial chapter of Digital Marketing. So we make sure that proper emphasis is given to this aspect of the training. This concept of SEO is vast and so we have tried to segregate the topics. It is done to make the concept easier & simpler for every student develop in depth understanding of the topic.
This chapter is initiated with explanation of SEO concept. The whole topic is explained with simplified definition of this topic. The next thing that is explained in this chapter is the correct process for keyword research. After this, the chapter would deal with competition analysis & research.
Content writing plays a very crucial role in SEO, so the next concept that we would explain shall focus on the wireframe and SILO structure. In order to master the art of digital marketing, one needs to know the concept of landing page.
We shall provide live demonstration of fundamentals of SEO through WordPress platform for developing & implementing SEO friendly title tag, meta description, meta keyword, breadcrumb & permalink. The next step is to explain the concept of H1, H2-H6 Tags. We would explain how to verify the content length & uniqueness of the content in this chapter. Moreover the importance of image alt tag and exact process to use it would be explained.
The last part of this chapter would include the concept of Keyword Proximity, Keyword consistency, Keyword Density, Contextual internal vs External Link. Along with that the relevant tools for the site audit would also be shared. You would also get to know about the Cornerstone Content, WordPress SEO by yoast plugin.
To summarize, this chapter would deal with:-
- SEO concept & Fundamentals
- Keyword research & competition analysis
- Wireframe & SILO structure
- Landing Page Guidelines, Title Tag, Meta Tag, Alt Tag etc.
- Importance of Keyword Proximity, Keyword consistency, Keyword Density, internal vs External Link
- WP SEO by yoast plugin
So after completing this chapter, you can would be able to:-
Work for SEO operations like, do Keyword research, competition analysis. Ensure that websites and internet properties are technically optimized. Ensure all content is optimized across all platforms in SEO perspective.
|Landing Page Guidelines||FREE||00:20:00|
|Landing pages are where a user reaches after clicking on an online ad or web link. It can be a Services web page or a Contact page, depending upon the choice of the online marketer.|
|How Search Engines read a website?||00:25:00|
|There is a distinct difference between how a human user looks at a website and how search engine crawlers see it. While human users find visuals like pictures and animation videos eye-grabbing, these mean little to search engine crawlers.|
|Latent Semantic Indexing||00:20:00|
|On a skeletal level, LSI checks for synonyms in your content that match with the title and Meta description of your web page.|
|Anatomy of a SERP||00:40:00|
|When a user keys in some words in a search box, the search engine throws up some results corresponding to those words. The words used, as you know, are called keywords. The page on which these search results are displayed is known as Search Engine Result Page or SERP.|
|SEO is officially the acronym for Search Engine Optimization. It is the process by which online brands and information centers ensure that their websites are visible to users, who search in search engines like Google with some words. These words are known as keywords or key phrases.|
|On-page SEO Factors||00:45:00|
|The SEO of your website depends equally on the on-page and off-page factors. On-page factors are those aspects of SEO which are visible on the surface of the website.|
|Google Ranking Factors||01:30:00|
|There are a number of factors that influence the ranking parameters of Google. We can broadly classify them into two segments: on-page and off-page.|
|Keyword research is the backbone of every SEO initiative. Getting hold of the right set of keywords can take your website to the dizzying heights of success|
|In the field of SEO, competition plays a vital role in deciding the strategy and future plans of your own team|
|SEO Title Tags||00:15:00|
|The use of title tags enhances the SEO optimization of a web page. You can find title tags at the top of the internet browser page that you are using. Title tags carry out two functions, validating its name. As a title, it gives every user an idea about the content of the web page. As a tag, it gives search engine crawlers an idea about the content of the web page.|
|When online users search for something online, be it on Google or any other search engine, they find some results listed on their screen. Along with each result, there is a one or two line description of the web page listed. This description is usually the reason why an online user clicks on the web link provided and visits that page.|
|Meta keywords are found on the HTML version of a web page. They are comma-separated keywords that are relevant to the content of that particular web page. It must be mentioned at the very start that meta keywords are not that important in the context of SEO on Google. However, meta keywords still hold importance and relevance in other search engines like Yahoo, Bing and Ask. Meta keywords are like an embellishment that you add to your web page to stay ahead of the competition curve.|
|SEO Permalink Structure||00:15:00|
|The URL that you find in your browser tab for a particular web page is often its permalink. Permalink is a joined word comprising ‘permanent’ and ‘link’ or a web link that is permanent and does not change under any circumstances. Permalinks are necessary to ensure that the address of a page is not variable.|
|Breadcrumbs & SILO Content Structure||00:30:00|
|They are directions to ascertain the present location of the user in the context of the website, with the home page as the starting point. SILO Structure stands for the hierarchy of web pages within a website|
|Heading Tags – H1, H2, H3, H4, H5, H6||00:10:00|
|Learn about SEO heading tags - H1 to H6. How to rightly use them in your page content.|
|Image ALT Tags||FREE||00:15:00|
|Did you know that the beautiful images on the website are worth nothing to search engine crawlers? Human users may see the images but for the search engine crawlers, it is just a blank area on the page. The smart way would be to optimize this seemingly blank area to the search engines. It can be done through image ALT tags.|
|For example, 7boats.com is a digital marketing company. The words ‘digital’, ‘marketing’ and ‘company’ are three different keywords while the phrase ‘digital marketing company’ is a key phrase. Keyword proximity is the yardstick of how close your keywords and key phrases are to each other.|
|Keyword Density & Consistency||00:25:00|
|To put is very simply, the keyword density of your content page is the percentage of the number of keywords as opposed to the total number of words on the page. For example, if your keyword appears 2 times in a content page worth 100 words, your keyword density is 2%.|
|Contextual Internal & External Links||00:25:00|
|Internet marketers should make use of anchor texts in order to get online users to click on links and visit different web pages|
|SEO Content writing style||00:10:00|
|Learn about SEO content writing styles|
|Text to HTML Ratio||00:15:00|
|In a website, there is the back end and the front end. The back end is the coding section of the website and the front end is what is visible on the web page. The coding section is usually HTML. There is a ratio that needs to be maintained between the text on the web page and the HTML coding corresponding to the same page. That is the text to HTML ratio|
|On-page SEO for a Self-Hosted WordPress Web page||00:35:00|
|Step by step guide how to do on-page SEO for a self hosted wordpress website's page.|
|Various SEO Audit Tools||00:30:00|
|Various SEO audit tools|
|How to write SEO meta tags for non wordpress websites (HTML/PHP)||00:10:00|