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                     SEARCH ENGINE 
OPTIMIZATION
(SEO)
What Is SEO?
SEO stands for search engine 
optimization, which is a set of 
practices designed to improve 
the appearance and positioning 
of web pages in organic search 
results. Because organic search 
is the most prominent way for 
people to discover and access 
online content, a good SEO 
strategy is essential for 
improving the quality and 
quantity of traffic to your 
website.
SOME OF THE TERMS YOU NEED TO BE 
FAMILIAR WITH WHEN STUDYING THE 
VARIOUS COMPONENTS OF SEO ARE AS 
FOLLOWS: 
• Domain Authority
• Accelerated Mobile Pages
• Alternative Text
• Backlinks
• Black Hat, White Hat, Grey Hat SEO
• Bounce Rate
• Breadcrumb Navigation
• Click-through Rate
• Content Management System
• Conversion
• Featured Snippets
• Google Analytics
• Google My Business
• HTML
• Keyword Research
THERE ARE THREE KEY ASPECTS OF SEO:
• Technical stuff – The bowl 2.Great content – The soup 3.Quality backlinks – The seasoning 
represents the backlinks that 
represents all the technical represents the content of 
increase the authority of your 
aspects you need to cover your website – the most website. You can have great content 
(often referred to as important part. Low-quality and a perfectly optimized website 
technical or on-page SEO). content = no rankings, it is but ultimately, you need to gain 
Without a proper bowl, that simple. authority by getting quality 
backlinks – the last ingredient to 
there would be nothing to 
make your SEO soup perfect.
hold the soup.
As soon as you start digging into 
SEO, you’ll come across some 
common terms that try to 
categorize its various aspects or 
approaches, namely:
• On-page SEO & off-page SEO
• Black hat SEO & white hat SEO
Although they are not that 
important from the practical point 
of view, it is good to know their 
meaning.
ON-PAGE SEO
On-page SEO is everything 
you can do on the website – 
from the optimization of 
content through technical 
aspects.
• Keyword research
• Content optimization
• Title tag optimization
• Page performance 
optimization
• Internal linking
OFF-PAGE 
Off-page SEO is mostly about getting 
quSalEity Obacklinks to show search 
engines that your website has 
authority and value. Link building may 
involve techniques like:
• Guest blogging
• Email outreach
• Broken link building
Off-page SEO is also closely 
connected to other areas of online 
marketing, such as social media 
marketing and branding, which have 
an indirect impact on building the 
trust and authority of your website.
.SOCIAL MEDIA
.URL STRUCTURE
HOW TO OPTIMIZE 
SEO?? .HEADING TAGS
.LINK BUILDING
.COMPETETIVE ANALYSIS
.PAGE CONTENT
.KEYWORD RESEARCH
.TRAFFIC MONITORING
White hat SEO vs. Black hat SEO
BLACK HAT SEO WHITE HAT SEO
White hat SEO, on the other hand, refers to all 
Black hat SEO is a set of unethical (and 
the regular SEO techniques that stick to the 
usually spammy) practices to improve 
guidelines and rules. It is a long-term strategy 
the rankings of a website.
in which good rankings are a side-product of 
These techniques can get you to the top of 
good optimization, quality content, and a 
the search results in a short time, however, 
user-oriented approach.
search engines will most probably penalize 
While SEO experts agree that “white hat” is the way 
and ban the website sooner or later.
to go, there are different opinions on the 
acceptability of various link building techniques 
(including link buying).
Frequently
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