Module-5: SEO Search Engine Optimization (On-page SEO 2020)

What is SEO Search Engine Optimization | Digital Chandan Thakur

SEO means Search Engine optimization, it is the practice of getting organic or free traffic from the search results across the search engines. 

The major search engines like Google, Bing have the primary search results where the web pages and the other content that includes images, videos, and local lists are displayed and can be ranked based on what users search and what is relevant to the users. There will not be any payment to achieve these feet.

In SEO the search engines will get optimized means it is the process of making the search engines friendly with your website and index your site and content to display at the top-most results when someone search for the relevant information which matches the same on your website. This is what exactly SEO means.

The emerging verticals of search engine optimization are Local search, image search, voice search, and video search. One should understand the ranking factors and how it impacts the organic search to achieve SEO.

Why SEO is Important?

For example, if you have just typed a “list of free job posting sites in India” The first result should be your website which is the sign of driving the organic or free traffic towards your site. This is the evergreen traffic without any paid ads or other paid techniques. That’s the reason why SEO has its strategy and that’s why it is the most preferred one by the businesses to build their credibility online with the organic traffic.

One can earn at least $1000 by spending two hours of quality time on SEO techniques. The main goal of SEO is to rank your website on the first three results because as earlier you have read an example about the keyword search. Think of yourself if you are asked to search about a topic and you have just typed a keyword regarding that search in your own words on Google search and found the list of sites right. 

So, which site you will click on to open to check the information? The top one or you will scroll down and go to other pages? The top results attract the searchers on any search engine. This is the main target of businesses who want to grab the attention of the audience by listing themselves to the top-most results across the search engines.

Hence, depending upon the position, the site will get the click-through rates. That’s where the SEO helps every business to get into the topmost search results by using the right search keywords. This is the reason why SEO has become the most important element in online marketing space today.

How Do Google Rank Websites?

As a quick answer to this question, we can say that the ranking of the websites s depends on Google’s algorithm and the information that is fetched by the search engine spiders to create the ranking to the particular website. Then the websites get displayed across the search result pages in n a particular order that reflects the opinion of Google on every website authority.

Let’s peep into a deeper view of how Google ranks the websites;

Did you know? Google uses over 200 ranking factors in its algorithm to rank a particular website. Yes, exactly it’s not a one or two or a couple they are hundreds of ranking factors that Google considers while ranking a particular website. The primary ones are the backlinks, quality content, and the user experience along with the site structure.

Backlinks – backlinks are other site links that are linked with your website or webpage that you are trying to get ranked on the Google search results. For example, if you wrote an article on ‘Best free SEO course in Mumbai’ and its get mention at 30 different websites with a link that back to the website you target, then the number of links that got back to the targeted site from the other sites are known as the backlinks.

Content– Content plays a major role when it comes to SEO. The content should always be comprehensive, unique and must answer all the questions that a user or a person search for while searching with a relevant keyword that strikes in their mind. Let’s say if we are searching for a ‘best free SEO course in Mumbai’ and we click on the first result that is displayed after entering that specific or particular keyword if the article provides us all the details and the best comparison and recommendations advantages and disadvantages etc. then it’s considered as the high-quality content as a user can get whatever query he is searching for and hence serves the purpose. Those kinds of articles can rank better on the search engines as people love to share that type of articles and will spend their time on it.

Types of SEO?

It’s important to understand that the types of SEO are not an entirely different process. It’s just breaking down a complicated process into a simplified one. Here are the types of SEO you should learn about, we mean the types that are simplified for your understanding.

  1. Technical SEO
  2. On-page SEO
  3. Off-Page SEO

The SEO is mainly separated into two types, On-page and Off-Page SEO. Let’s walk through the types of SEO and how it gets differentiated.

Technical SEO

Technical SEO implies the name that contains the technical parameter which affects the visibility of the website across the search engines. The primary objective of the technical SEO is to ensure the crawlers of Search engine which crawl and index the website without any problems.

Our guidelines for technical SEO practice are

  • Optimize the robots.txt which can make sure that search engines can access the right website.
  • Add and verify the website using the Google Search Console and specify the selected domain.
  • Use the coverage report to find and fix the errors in crawling
  • Creation of XML sitemap and submit to the major search engines across the web.
  • Optimizing the site structure and URL structure.
  • Creation of websites with good loading speed with responsive design.

What is On-page SEO?

The on-page SEO mainly covers the age itself and how to make it more SEO friendly to the search engines as well as to the users. The ranking of the website is performed on a page-level basis and that is why it is very important to pay more attention to the optimization for every page of the website. Various factors affect the on-page SEO lets walk through into one by one to have a better understanding of the on-page SEO.

What is Keyword?

The most important metric of the on-page SEO is Keyword. The keyword is the most contextual to the optimization of the search engine with a particular word or phrase that describes the content on the webpage. If the phrase is something like ‘best free SEO course in Mumbai’ you can check the Google recommending or suggesting some of the extra keywords while typing in the search box right? These are the extra keywords that are suggested from the search history of other people who are looking for a similar product or relevant information that you are searching for right now.

Why Keywords Important?

Always remember the keywords are the foundation of the website content. Before entering into the article write-up, we usually spend some half an hour to one hour on the keywords research to get on the right keywords. Also, you should understand that Google works on its algorithm flow and they have the crawlers which can understand the content on your website. So, it is better to optimize the article for various keywords to rank better.

How To Do Keyword Research?

So, an SEO expert should optimize the article with all those keywords because the intent here is the same and then you need to find out the keywords which are usually omitted in the search for similar interests on Google. Similarly, ‘Best free SEO Course online’, we usually do the keyword research through the different paid search tools. That means if you observe the similar sites you may notice that keywords that are inserted into the content are the words that have a similar intent in the search.

We have observed that some websites successfully receive millions of visitors to the site with only keyword research as the competition is comparatively less in some industries. Whenever we are focusing on the SEO without any paid one’s means, it starts with the keyword research and it extremely important to your website. We hope you have got enough knowledge on how keywords are important for your website.


  • Study your industry
  • List out the important and similar topics
  • Brainstorm the topics
  • Research on the relevant and related terms
  • Check out the mix of head and long-tail keywords in each search terms
  • Observe the ranking of competitors for the keywords
  • Utilize keyword research tools.
  • Understand the metrics like Search volume, traffic potential, keyword difficulty, clicks.
  • Keyword Research is the main objective of on-page SEO
  • Unpaid SEO relies mainly on Keyword research
  • Keywords can grab the viewers and drive them towards the website.

Things that you should remember while doing the on-page SEO is, Niche is the most important metric and it should be easy to rank. So whenever you start writing an article always you have to do comprehensive research. Research is key before writing an article. Always make sure you research your article and make a list. The more keywords you have for targeting in the articles, the more traffic you can generate in the future.

For example, you are writing an article on the ‘Best digital marketing agency in Mumbai’. Search for the relevant terms like ‘ how to find the best digital marketing agency in Mumbai’ or ‘ Best digital marketing company in Mumbai’ etc. so, the relevant search terms have the comparable search volume and you should incorporate all the keywords in the article. Use the long-tail keywords and follow the technique of putting the URL of the top-ranking websites in the articles into the 

ahrefs and then download the excel sheet of the list of the keywords.

For example, you have entered three different URLs and downloaded three different excel sheets, you should come up with the master file that is combined with the keywords to remove the duplicate keywords in all three lists you have downloaded. The various keyword metrics help you to look over the search volume and how many people are searching for a particular keyword in a month. Later you need to check the number clicks and the data is available in the ahrefs.

Let’s say, if you are searching for ‘Best digital marketing service provider in Mumbai’ then someone might be already started bidding the keywords related to that term for the paid ads on Google. So, if someone is bidding, the number of clicks on the article even if you rank at the top position then it is competitively less.

The traffic potential is generally the traffic accumulated where you can drive the article with the targeted keyword. So if someone is searching for the ‘best digital marketing course online’ other person might be in search of ‘top digital marketing company in India’. So the intent is the same in both cases, so your work is to combine the traffic to get the potential traffic to your article if ranked at the top for all the keywords used.

The fourth important metric is ‘keyword difficulty’. Just writing an article will not let your job done. You also need to do a lot of things after you write an article. But yes an on-page SEO will make a good difference in your rankings when optimized in the right way by following all these tactics. Your article across the areas on on-page SEO and Off-page SEO to rank we have already discussed how ahrefs can be used to find out the right and relevant keywords and we have discussed the SEMrush and the KWFinder.

These two important tools apart from the ahrefs can be used to do your comprehensive keyword research even better.

Keyword Research Resources?

Keywords research is what all we are talking about till now right? So you are thinking about what are the resources that are available for good keyword research for your website. 

Ahref tool

Yes, a good paid tool is all you need for the keyword analysis in the SEO. We do recommend the ‘ahrefs’ which can serve the purpose and beyond. In general, the process which we follow for the keyword research is a bit different from what the experts say but believe us you can be most profitable by following this. For example, if we need to write an article on ‘the best SEO course online in Mumbai’ then we can copy the URL of the first article that is ranking at the top of the search engine results. Later open the site explorer of the ‘ahref’ tool and then enter the URL and select the ‘Prefix’ and press the search. 


We can also use the ‘semrush’ which is a popular tool in the present market today. This tool has a highly comprehensive set of keywords and backlinks. The ‘semrush’ offers a 30 day trial period offer whereas the ‘ahref’ comes with 7 dollars for the 7-day trial. 


If you want to try some software, then you can use the ‘Moz’ tool which is the biggest website in internet marketing online. They also offer the SEO software apart from that you can utilize the free tool ‘keyword finder’. The keyword difficulty measurement can be preferable across the web. So 27 out of 100 means that the keyword is very difficult to rank. It also provides you the list of keywords on what you are searching for along with the search value and the CPC. The keyword difficulty metric is highly important.

Other Important On-page SEO?

  • Website speed
  • Length of the content and multimedia elements
  • Internal links
  • Responsive design
  • Meta title and description.

Finally, we will give you the list of other metrics that are equally important for the on-page SEO.

Website Speed

The fast loading speed of the website is highly preferred by Google. So it is very important that you need to optimize the site speed, loading speed of the website. So what is a loading speed? Let us go through an example to understand this.

Go the ‘Pingdom website speed test’ (it is one of the site or tool that helps you to get the loading time of the website)

Let’s take a dummy site and check the speed test of your website. Apart from the Pingdom, the GTmetric is also considered by online marketing experts. All these told will help you how and where you can fix your website to fetch the best speed. So all you need to do is to access the URLs that might be causing issues and various metrics like scoring.

Dwell time

The Dwell time is the time that an average time a person spends on your article after coming from the Google search results. For example, if you search for any particular topic like a free digital marketing course online. You will visit the top sites that are displayed after the search results on the Google search. You might find an article related to it and it might be well formatted with all information you need with attractive bullet points which answers the buzz in your mind. So let’s say if you are spending more than 7 minutes reading that particular information which you think is useful and engaging and only spent 3 minutes on the next article, then Google will understand that what is the most engaging for the users and what is not.

Let’s take another scenario if the majority of people are searching for the best online digital marketing courses in India. Just go to the third result in the search and spend more time. So, Google will think that the 3rd result is more relevant. Because people are clicking more on the third search result and hence Google will promote the article to the first position. This not just a metric, but it will help you get the top rank on Google search results.

Content-Length, multimedia, and internal links

Always write the article in simple language to improve the average time spent on the article. Also, include the good and relevant multimedia to present that particular article which can provide a better experience to the readers to know more about the information. This can eventually turn better on the search results. Give internal links t the other articles or services or products you offer but make sure the internal links are also must be very relevant to the user’s context.

Responsive Design

 Responsive website design also plays a key role in the ranking as today people are switched to different sizes of screens like mobiles, Tabs, laptops, and PC. The website should be accessible and have to be fit with any screen which we used to call that website having a responsive design. If websites aren’t responsive, you might face a loss of user interest to access the website and hence the ranking got down on search results.

Meta Title and Description

Meta Title is another important metric we need to cover in this module. So what exactly are this Meta title and the description? For example say, ’10 best online digital marketing courses in India for free’ is the Meta line. So all the available backend while writing an article from word press, from there you can get customize and the ultimate goal of the Meta title and the description is it should contain the target keyword. So Google is more likely to rank that article if you follow the Meta description and title optimization by inserting the keyword.

Having the main keyword in the URL also can help the ranking in the search results. So, now you have all the blueprint of how to optimize your articles for the search engines.

All Modules:

Module-1: Introduction To Digital Marketing

Module-2: Digital Marketing Channels

Module-3: Blog Creation with (Domain, Hosting, Theme Setup)

Module-4: Blog Setup Like A Professional Blogger

Module-5: SEO Search Engine Optimization (On-page SEO 2020)

Module-6: On-Page SEO & Off-Page SEO

Module-7: Basics of Google Analytics and Google Webmaster

Module-8: Landing Page Creation For Ads

Module-9: Google Adwords (Pay-Per-Click)

Module-10: SMM Social Media Marketing 2020

Module-11: Facebook Marketing

Module-12: Instagram Marketing

Module-13: Youtube Marketing

Module-14: Linkedin Marketing

Module-15: Content Marketing

Module-16: Email Marketing

Module-17: Online Reputation Management

Module-18: Affiliate Marketing 2020

Module-19: Become A Freelancer

Module-20: Get A Digital Marketing Job

Module-21: Create A Professional WordPress Website