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A Quick Guide To SEO and Its Fundamentals Whitepaper .pdf



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A Quick Guide To SEO and Its
Fundamentals, and How Any
Business Can Start Utilizing SEO to
Increase Traffic and Conversions
JITUDAN GADHAVI
Founder
Sun Media Marketing

CONTENTS
INTRODUCTION .................................................................................................................... 3
SEO FUNDAMENTALS ............................................................................................................ 4
Search Engine Optimization Fundamentals: What is SEO? ................................................................... 4
How to get higher website rankings in search engines results? ........................................................... 5

SOME BASIC SEO STEPS FOR EVERYONE................................................................................. 9
Keyword Research ................................................................................................................................. 9
Keyword Relevance ............................................................................................................................... 9
Search Volume ...................................................................................................................................... 9
Return on Investment.......................................................................................................................... 10
Optimizing your website ..................................................................................................................... 10
Creating fresh and quality content ..................................................................................................... 12
Social media platforms........................................................................................................................ 12
Schema markups ................................................................................................................................. 12
SERP: ................................................................................................................................................... 13
Ranking: .............................................................................................................................................. 13
Organic:............................................................................................................................................... 13
Ranking Algorithm: ............................................................................................................................. 13
Anchor Text: ........................................................................................................................................ 13

TOOLS ................................................................................................................................ 14
CONCLUSION ...................................................................................................................... 15
ABOUT SUN MEDIA MARKETING ......................................................................................... 16

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

INTRODUCTION
Building a great looking website with quality content won’t bring your business unless
people know the website exists. A sure way to ensure your business gets noticed, is to
have your website appear on the first page or the top of Googles search engine results.
Amongst thousands and thousands of websites, how you can get your website to be in
the top of Googles organic search results, you ask. It is done through the technique
called Search Engine Optimization or SEO for short.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

SEO Fundamentals
There are a number of ways to improve your rankings on search engines for which you
would need to utilize various methods of SEO. One of the most basic one is to optimize
your site for search engine bots, so that they can easily read and index your site.
We will illustrate below the basics of Search Engine Optimization (SEO), and how you can
take advantage of it by incorporating it in your website and utilizing it to drive traffic and
conversions.

Search Engine Optimization Fundamentals: What is SEO?
The job of SEO is to provide search engines with the best possible information in regards
to specific terms and provide relevant and helpful search results. Each search engine is
different and unique in its own way and has their own sets on algorithms on how to find
and display search results to users based on the keyword relevancy.
SEO is a process by which you can increase the visibility of a website or a web page in
organic search results for specific keyword queries. Organic is the term used in SEO
which determines a natural ranking based result assigned to web pages as per the
algorithms used by search engines.
SEO is the methodology used on how to best influence these search engines and their
algorithms, giving us the best output.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

How to get higher website rankings in search engines
results?
Search engines job is to provide the most relevant results matching the query and
keywords in the shortest amount of time. This encourages users to use them more often
thus increasing their revenue. Companies spend millions of dollars every year to make
these algorithms fast, relevant and accurate so that users get better search results.
This constant change in algorithm means that the factors affecting the search results and
their weightage keeps on constantly evolving, so factors determining overall rankings are
in constant change. And as a result of that, the search results given by these algorithms
are also changing.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

Event thought the search algorithms are in constant change a number of core ranking
factors remain consistent.

1. Relevant Content
Perhaps the single most important factor today in contributing to great search
results is the websites fresh, creative and relevant content. This means that the text
on a webpage must satisfy the search query with the inclusion of relevant search
terms or keywords. To achieve this, the webpage must include the relevant keyword
not in just one part as much as naturally possible.
But, just to increase the keyword appearing on the website doesn’t mean that you
start stuffing your webpage with the keyword unnaturally. As most search engines
now a day has strict rules against keyword stuffing, and those who deploy these
techniques will be harshly penalized.

2. Peer websites
To help increase the authenticity of the web page you must get links from other
relevant websites to point to you. This will tell the search engines that your page is
related to the keywords and help you to rank better for those keywords by
increasing the authenticity of the webpage for a given search query.

3. Link value.
Each of these external links has a value associated in it, when a CEO a big company
providing reference is a higher value then a solo entrepreneur. The same way,
websites that are providing links to your web page is a reference towards you. The
higher the authority and relevance of those website, the better value you get out of
those links.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

4. Website Relevance
The links you get form the external website and how much actual value you gain
from them is based on two factors Relevance and the Authority of the website.
Relevance of the website linking to your webs base is related to the topic or industry.
Whereas the Authority of the website is determined by a number of factors such as
the number of links linking to the website, the age of domain, user engagements,
domain name, url extensions etc..

5. Website Authority
As discussed above, the authority of the website is determined by a number of
factors and the search engines don’t have different methods of assigning authority to
a page, thus no page or website has equal authority. For example, government
institute website, university websites and major media websites like BBC are given
significantly higher authority. While smaller colleges, local alternate newspapers are
allocated lesser authority.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

6. Anchor Text
Any and all links pointing to your web page must describe properly what the page is about,
this enables the search engines know what the link to your page would show to a user. This
web link text is called an anchor text and they are really valued by search engines.
A good example would be the download Skype here link, it clearly shows what the page is
about and what a user would get once clicked on the link. This is a better way to do it rather
than simply saying Click Here on the page, which would not have ranked for in Google. This
is mainly due to the fact that there are many links with words Click here which makes it
generic and not specific to a web page.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017

Some basic SEO steps for
everyone
Keyword Research
Selecting the right keywords is the very basic of the SEO foundations for your website.
The right keywords will bring you better rankings in search results and thus more
targeted audience. The following are the criteria’s for doing good keyword research

Keyword Relevance
All keywords must be relevant to the content and topic of the web page. More relevant
the keyword better the results.

Search Volume
Search volume is exactly proportionating to the search rankings and your visitors. More
search volume means more people are looking for that keyword and you are thus likely
to get more traffic.

www.sunmediamarketing.com | Call us +1-917-267-8626 | info@sunmediamarketing.com
©Copyright Sun Media Marketing 2017


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