SEO Basics, Principles and Fundamentals

Eastern Visayas Federation for Information Technology "SEO - Internet Marketing Training"

SEO Basics, Principles and Fundamentals

by Victorino Q. Abrugar, CPABusiness Consultant and Editor of BusinessTips.Ph

Topic Overview

What is SEO, and why it matters?

How to be a SEO: The knowledge and skills of a successful SEO

What you need to know about Googles Panda and Penguin

The Dos and Donts of Search Engine Optimization

SEO strategies, techniques, and tactics to get organic traffic from the search engines

How SEO works with other online marketing strategies?

How to grow your career as a SEO?

Lesson 2 SEO Part 1 (The Fundamentals of Search Engine Optimization)


Topic ObjectivesThis lesson will enable trainees to: Learn and understand the meaning of SEO and its importance to business owners, marketers, leaders, educators, and other users.

Learn the essential knowledge, skills and traits to have a successful career as a SEO.

Know what's happening in the SEO world right now.

Know the Dos and Don'ts of SEO practice

Learn the different SEO strategies, techniques and tactics to drive organic and relevant traffic from search engines to a website.

Learn how to collaborate SEO with other Internet marketing techniques.


What is SEO?SEO or Search Engine Optimization is a process of improving the elements of a website such as its title, content, keywords, images, structure, navigation, outband links, and inbound links in an attempt to increase its search engine algorithm score and rank higher in the SERPs in order to attract traffic from the search engines and convert this traffic in to profitable actions.



SEO can be simply defined as the practice of getting organic or unpaid web traffic from the search engines.


SEO optimize a web page for a particular keyword to rank it higher on SERPs.

Search engines index web page on their SERPs and rank it for a particular keyword

SE users, when they search for that particular keyword, find the web page link on search results and go to the main webpage to find the information they want.

WebsitesCompany websites, blogs, social pages, and other web pages.Search Engines(Google, Yahoo, Bing, Yandex, Baidu, etc.)SE usersPeople who use the search engines to find the information the need.


Unlike Paid Search Marketing or PPC Marketing, it can be an unpaid form of Search Engine Marketing as you don't have to pay money to search engines, like Google, Yahoo and Bing, to get your web pages shown in their search engine results pages (SERPs).


Paid listings on Search Engines or Paid Search Marketing (PPC Marketing)

Organic or unpaid search results on Search Engines.

This is where your PPC advertising goes.

This is where your SEO goes.



What are the advantages of SEO over PPC marketing?


People trust organic results than paid listings.

86% of web searchers trust organic search results more than sponsored or paid PPC listings.http://unbounce.com/ppc/seo-vs-ppc-infographic/


SEO can be done for free.

You don't need to pay search engines to get included in SERPs.

You can do some of the SEO techniques without spending money.


Effective SEO has lasting results.

High pagerank and authority which are products of quality SEO can give long-lasting results and ROI.


Organic search results are not blocked by ad blocker toolbars.

Ad blocker toolbar plugins usually block ads including sponsored listings in SEs.

People who repeatedly search for the same term may develop ad blindness or ignore sponsored listings.


What are the disadvantages of SEO over PPC marketing?


SEO is not done overnight.

SEO is a process that takes time to see results.

You need to build authority to rank higher in the search results.

Unlike SEO, PPC or paid listings can be shown instantly on SERPs at the start of your campaign.


SEO should conform with terms and rules of the search engines.

A violation with Google's Webmaster Guidelines can get your website penalized.

Google's Panda and Penguin are on the move to penalized a lot of websites and pages on their SERPs.


The competition in SEO can be too high.

New websites can hardly compete with other websites that already have higher authority.

Even if you rank in SERPs, you still need to consistently do quality SEO to stay in ranking against existing and new competitors.


Why SEO matters to us, and why people should do SEO?


Business owners use SEO to gain more customers and boost their sales to make their business more profitable and stable.


SEO firms and professionals earn money by providing SEO services to companies and other entities.


The Government and other organizations use SEO to promote their programs and spread more information to the public.


Webmasters and bloggers use SEO to drive more organic search traffic to their websites and blogs, and convert them in to more money online.


Teachers and educators use SEO to increase their reach and audience to share their knowledge and ideas to more people.



To be a successful SEO, you should...1. Have the knowledge about the algorithms of Google and other search engines


To be a successful SEO, you should...2. Understand a website's elements and structure


To be a successful SEO, you should...3. Learn how to write quality and useful content


To be a successful SEO, you should...4. Know how to analyze data


To be a successful SEO, you should...5. Learn how to do extensive research


To be a successful SEO, you should...6. Learn how to determine problems and solve them


To be a successful SEO, you should...7. not stop learning and experimenting SEO


To be a successful SEO, you should...8. learn how to build relationships


To be a successful SEO, you should...

9. learn how to optimize your life.


To be a successful SEO, you should...10. know how to make a plan and execute it.



The Dos of SEO Target your audience

Make relevant titles and descriptions

Create relevant, unique, useful & engaging content

Update your content regularly

Build quality and natural links consistently

Build social media influence

Get updated with search engine news

Maintain business or personal excellence

Monitor your SEO performance

Solve problems as early as possible


The Don'ts of SEO Don't hire the wrong SEO

Don't stuff keywords

Don't target broad keywords

Don't ignore potential SEO problems

Don't overload your site with ads

Don't make your site navigation difficult for users

Don't be lazy to update yourself with SEO news

Don't learn only SEO

Don't rely on search traffic mainly

Don't let your SEO plan and strategies unexecuted


SEO strategies, techniques, and tactics to get organic traffic from the search enginesANDHow SEO works with other online marketing strategies


Strategy #1 Have a search-engine friendly website

Techniques: On-page SEO, website development, HTML, CSS and PHP

Tactics: Create SE-friendly URL.

Improve site navigation and use internal linking.

Improve outbound links. Use rel="nofollow".

Create a sitemap.

Create friendly and useful 404 pages.

Optimize images and other multimedia files.

Avoid too much ads and keyword stuffing.

Use CMS and optimize for mobile.


Strategy #2 Create high-quality fresh content

Techniques: On-page SEO, Content writing, inbound marketing, viral marketing, video marketing, photography

Tactics: Identify your audience

Write your passion or expertise

Write targeted, unique, useful and informational content

Research your topic well

Check spelling and grammar

Use interesting images, videos or infographics

Listen to comments or feedback

Consistently practice your writing skills


Strategy #3 Build quality inbound links regularly

Techniques: Off-page optimization, link building, link-baiting, content marketing, social media marketing, viral marketing, PR and relationship

Tactics: Write highly useful and informational articles that will make other websites link to those articles for reference.

Create a youtube channel and upload interesting videos with your link on the description.

Create blogs and pages in Facebook, Twitter, Google+, Foursquare, LinkedIn, Pinterest and other social media.

Publish useful and shareable infographics in your site


Strategy #3 Tactics cont...

Create documents and presentations and submit it to Scribd, Slideshare, Google Docs, and the like.

Submit guest posts on high-authority websites/blogs.

Leave engaging comments on relevant blogs.

Join online forums and post valuable relevant threads with your homepage in your profile or signature.

Submit your company website to quality business or web directories.

Share the link to your content in relevant social bookmarking or community sites.

Join relevant Facebook groups and other groups online to expand your network.


Strategy #3 Tactics cont...

Make more friends and always help people online and offline.

Be a resource speaker on events related to your business or profession.

Accept interviews and guesting online or on traditional media.

Interview influential people in your niche.

Write eBooks and research papers and share it for free.

Develop free tools, software or applications.

Create and share free WordPress templates and plugins.

Donate to charities and non-for-profit organizations.

Always wow your customers or clients.


Strategy #4 Boost brand visibility on SERPs

Techniques: Off-page SEO, Social media marketing, online reputation management, PR marketing

Tactics: Submit your website to Google Places and and claim your Google Map listings.

Optimize your Facebook and other social media pages for the search engines.

Optimize your images for search engines.

Optimize your videos in YouTube

Submit your sitemap to Google, Bing and other SEs.

Follow the rules and guidelines of Google and other SEs.

Build more relationships online and offline.


How to grow your career as a SEO?


#1 Build influential website and blog.


#2 Build more influence on social media.


#3 Get a mentor and don't stop learning SEO.


#4 Teach people and make disciples.


#5 Share useful documents, videos, and other materials online.


#6 Be a speaker and inspire your audience.


#7 Maintain excellence in your SEO work.


Thank you.

Check all our reference and sources: http://www.quickmeme.com/ (for the memes)http://www.youtube.com/user/GoogleWebmasterHelphttp://www.mattcutts.com/blog/http://unbounce.com/ppc/seo-vs-ppc-infographic/http://moz.com/blog/smwc-and-other-essential-seo-jargonhttp://www.reloadmedia.com.au/searchstrategy/google/whats-the-difference-between-google-penguin-and-google-panda/http://blog.us.cision.com/2013/05/top-100-social-media-internet-marketing-seo-blogs-for-2013/