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    Lecture1 SEO

    Uploaded by

    Usman Anwar
    This document provides an overview of search engine optimization (SEO). It defines SEO as optimizing web pages to increase visibility in organic search results. The document then discusses the history and development of search engines, how Google search works through crawling, indexing and ranking pages, and the importance of SEO for generating more traffic, consistent traffic, improving user experience and yielding a high return on investment. SEO is important because organic search makes up a large percentage of search traffic and rankings in the first page of results receive the most clicks.

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    Lecture1 SEO

    Uploaded by

    Usman Anwar
    19 views24 pages
    This document provides an overview of search engine optimization (SEO). It defines SEO as optimizing web pages to increase visibility in organic search results. The document then discusses the history and development of search engines, how Google search works through crawling, indexing and ranking pages, and the importance of SEO for generating more traffic, consistent traffic, improving user experience and yielding a high return on investment. SEO is important because organic search makes up a large percentage of search traffic and rankings in the first page of results receive the most clicks.

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    Lecture1 SEO (1)

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    This document provides an overview of search engine optimization (SEO). It defines SEO as optimizing web pages to increase visibility in organic search results. The document then discusses the history and development of search engines, how Google search works through crawling, indexing and ranking pages, and the importance of SEO for generating more traffic, consistent traffic, improving user experience and yielding a high return on investment. SEO is important because organic search makes up a large percentage of search traffic and rankings in the first page of results receive the most clicks.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    19 views24 pages

    Lecture1 SEO

    Uploaded by

    Usman Anwar
    This document provides an overview of search engine optimization (SEO). It defines SEO as optimizing web pages to increase visibility in organic search results. The document then discusses the history and development of search engines, how Google search works through crawling, indexing and ranking pages, and the importance of SEO for generating more traffic, consistent traffic, improving user experience and yielding a high return on investment. SEO is important because organic search makes up a large percentage of search traffic and rankings in the first page of results receive the most clicks.

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    You are on page 1of 24

    Search Engine Optimization

    Muhammad Zafarullah
    Topics to cover this week

     SEO introduction / definition


     Purpose of SEO
     History of Optimizing search,
     Development and Growth of Search Engine in Cyber space
     Pull Marketing
     How Google search engine works
     Google Ranking
     SEO success factors.
    Introduction

     What is Search Engine Optimization?


     Search Engine Optimization
    Introduction

     Search engine optimization is the practice of optimizing your web pages to increase your website’s
    visibility organically in the search engine result pages (SERPs).

     Paid Advertisement vs. SEO


    paid advertising: search engines are paid to show your business’s website on the search results page.
    with SEO, you’re optimizing business website so it organically shows up on the first page of the search results. The
    number of visitors who come to your website through these search results is defined as organic traffic (because they
    found your website themselves).
    History and Development of Search Engines

     Search engines

    Pakistan India China Russia Secure Search


    Google Google Baidu Yandex DuckDuckGo
    Yahoo Yahoo! 85% Google
    Bing 50-50
    How search engine works

     https://www.youtube.com/watch?v=LVV_93mBfSU
    How Google Search works?

     https://www.youtube.com/watch?v=0eKVizvYSUQ
    How Search Engines work

    3 step process
    1. Crawling
    2. Indexing
    3. Ranking (being the most crucial part and very critical for SEO)
    SE Working-Crawling

    Google sends out robots (also known as spiders or crawlers) to follow hyperlinks on the web to discover new
    content.

    The content can be webpages, PDFs, images, videos or anything that can be linked to.

    When crawlers get to a web page, they gather information about that page and follow links to other pages. Then
    they report back what they find to Google.
    SE Working- Indexing

    If crawlers find unique content, they add it to the huge database of discovered URLs, also known as the
    ‘search index’.
    SE Working- Ranking

    Once the URLs are in the database, the ranking process begins.

    Ranks page for each search query,

    Google has to organize the results from most relevant to least relevant.
    Importance of SEO

     SEO yields Following benefits to website Owners


    1. Generates more traffic
    2. Consistent traffic
    3. Improves user experience
    4. Yields high ROI
    Importance of SEO-More Traffic

     Organic traffic makes up a significant %age of search engine traffic.


     Organic traffic is the best kind of website traffic because you DO NOT have to spend money to get visitors
    to your site.
     75% of searchers click on results displayed on First Page of SERPs.
     If your website appears on First page of query  you receive majority clicks and traffic.
    Importance of SEO-Consistent Traffic

     Good ranking on Google promises consistent traffic.


     Unlike paid advertisements or email marketing, Good ranking website on SERPs receive persistent organic
    traffic.
     According to search statistics by HubSpot, Google receives 5.6 Billion Searches per day.
     Traffic assurance on Search Engine because people always search things online.
    Importance of SEO-User Experience

     Early Days SEOs


     With regular Google Updates, Ranking in SERPs now takes more than just keywords.
     Good users experience=Good SEO practices.
     What is a Good User Experience?
    Importance of SEO-Users Experience

     Core Web Vitals


     Parameters of Users Experience  Visual Load

     Page speed  Visual Stability

     Broken Links  Interactivity

     Annoying elements on Page


     Https  These vitals are a part of Google Page
    Ranking Signals and Includes things like:
     Mobile Friendliness
    (Speed, Usability and, Security)  Safe Browsing
     Intrusive Interstitials
    Importance of SEO-User Experience

     Visual Load  Largest Contentful Paint (LCP)

     Visual Stability  Cumulative Layout Shift

     Interactivity  First Input Delay


    LCP Testing Tools

     GTMetrix Other tools


     Chrome User Experience Report
     Chrome Dev Tools  https://
     PageSpeed Insights
     LightHouse search.google.com/test/mobile-friendly
     Search Console
     PageSpeed Insights
     Web-vitals JavaScript Library
     WebPageTest
    Vitals in Tools
    Sample LCP Test (numl.edu.pk)
    Test Results
    Importance of SEO-Yields high ROI

     ROI
     SEO drives higher ROI than other marketing strategies. According to Terakeet, websites that rank high
    on SERPs:
    1. Increase a blog’s business value by 429%
    2. Decrease customer acquisition costs by 87.41%
    3. Bring in $12.20 of revenue per $1 spent on marketing
    Homework due next week

    Visit the site: https://raddinteractive.com/the-difference-between-push-and-pull-marketing-strategies/

    Study both Push and Pull marketing techniques and come up with a summary (in tabular format) of uses of and
    differences between both strategies.
    Look around your local market and come up with a couple of examples of businesses that enjoy either and/or
    both marketing techniques.
    CLS=impact fraction * distance fraction

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