Search Engine Optimisation

Table of Contents
Course: Subject: Search Engine
Optimisation
Semester: SME: Rajeev Sharma

Reference
book-
Instructional
Sections/ Topics Learning Outcomes Video Topics Web Resources Author-
Objectives
Edition-
Publisher
Module 1 Introduction to SEO
Chapter 1.1 : Search Engines and their functioning
1. What is a Describe a Explain a
Search Engine Search Engine Search Engine Concept of Search Engines and
2. How Search Explain the Discuss how Search Engines their evolution:
Engine works workings of a Search Engines https://www.lifewire.co
3. Functions of a Search Engine work History of m/early-search-
Search Engine Discuss the Discuss how Search Engines engines-4000078
uses of a brands use
Search Engine Search Engines Search Engine How Search Engines
functioning works:
http://searchengineland.
com/how-search-
engines-work-really-

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Activity
Activity Type: Online Duration: 30 minutes

Description: Go online and find the different types of Search Engines. Write 5 key words and see how their
results vary.
Prepare a report on the following parameters and discuss with the class:
a) Name of Search Engine
b) Type / Category
c) Functioning
d) Results page description
e) Offer for Brands

Chapter 1.2 : Search Engine Optimisation

1. Defining Define Search Explain Search What is Search What is Search Engine
Search Engine Engine Engine Engine Optimisation?:
Optimisation Optimisation Optimisation Optimisation? https://www.web-
2. What is SERP Explain SERP Discuss SERP savvy-
and its role? and describe and its role in Introduction to marketing.com/2016/0
3. Why is Search its role in digital Search Engine 4/introduction-search-
Engine digital marketing Optimisation engine-optimization/
Optimisation marketing
Explain why
important? Discuss why How Search Engine
brands use

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 Search Engine Optimisation

brands use Search Engine Search Engine Optimisation works?:

Search Engine Optimisation Optimisation https://www.yola.com/
Optimisation providing and its tutorials/article/SEO-
providing relevant brand importance in Tutorial-1-Introduction-
brand examples digital to-SEO-
examples marketing 1285944435711/Prom
otion_SEO_Traffic_and_
Advertising

What is SERP?:
www.wordstream.com/
serp

Search Engine
Optimisation
beginners guide:
https://moz.com/begin
ners-guide-to-
seo/how-search-
engines-operate

Activity

Activity Type: Online Duration: 30 minutes

Description: Go to Google and type a key word/phrase: eg Flower delivery or iPhone price. Look at the
subsequent search results page and analyse it by identifying the organic and paid results that appear there.

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 Search Engine Optimisation

Now modify the key word eg. Flower delivery in Bangalore and see how the results vary. Modify the key word
again eg Fresh Flower delivery in Bangalore' and note the changes.
Prepare a report on the SERP and discuss with class.

Activity Type: Online Duration: 30 minutes

Description: Pick any three brands from a similar industry. Eg. Food Delivery brands - Grofers. FoodPanda,
Swiggy. Input 5 different key words one after the other and see how the search results appear in each case in
relation to these three brands. Analyse the search results and prepare a report on the search engine
optimisation techniques of these three brands.
Module 2 : Search Engine Traffic
Chapter 2.1 : Search Engine traffic and traffic sources

1. Search Engine Explain the Discuss Search Search Engine What is Search Engine
traffic Search Engine Engine traffic traffic and their traffic:
2. Search Engine traffic List the various sources https://www.techopedi
traffic sources List the sources of a.com/definition/2798
3. Interpreting various Search Engine 1/search-engine-traffic
Search Engine sources traffic Search Engine
traffic Search Summarise and their Interpreting Search
Engines ways to working Engine traffic:
generate interpret Search http://www.practicalec
traffic from ommerce.com/articles
Engine traffic
Enumerate on /2916-Understanding-
the Traffic-Sources-in-
interpretation
Google-Analytics
techniques of

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 Search Engine Optimisation

Search Engine
traffic

Activity
Activity Type: Online Duration: 30 minutes

Description: Work in groups and choose a keyword (eg Apparel / Beverages) and its associated sub-keyword
(long-tail keyword), eg Jeans or Refreshing beverages, and search them in Google.

Look for brand names in the results page and make a list of 10 different brands you notice. You may go to
page 2, 3 of the result pages if needed. Make a note of any multiple pages that may appear for a single brand.
Write down the results and discuss why some brands ranked higher than others.

Chapter 2.2 : Keywords and Keyword planning

1. Keywords and Describe Recognise the Keyword Keyword research

types of keywords and meaning of planning beginners guide
keywords their types keywords and tutorial https://blog.hubspot.c
2. Google Explain the their role in om/marketing/how-to-
keyword tool Google Search Engine do-keyword-research-
and keyword tool Optimisation Using Google ht#sm.000zlxav611iv
importance and its Discuss Google keyword e6lwny26orxjodot
3. Keywords importance for keyword tool planner
research and brands Explain keyword Using Google Keyword
analysis Discuss research and tool
keyword analysis https://www.quickspro
ut.com/university/how

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 Search Engine Optimisation

research and -to-use-google-

analysis keyword-planning-
tool/

Keyword planner:
https://support.google.
com/adwords/answer/
6325025?hl=en

Keyword research:
https://moz.com/begin
ners-guide-to-
seo/keyword-research

Activity

Activity Type: Online Duration: 30 minutes

Description: Open an account / sign up with your existing gmail account on Google Adwords Keyword
planner. Imagine a business (eg Health Equipment) and search for keywords using an appropriate phrase eg
Health equipment for residence buying. Review the results for search volumes. Modify the key words and see
the differences it generates. Explore at your will and at the end of the activity, present your report basis the
observations as recommendations for a new Health Equipment manufacturer in town.

Module 3 : On-Page optimisation

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Chapter 3.1 : On-Page optimisation basics and benefits

1. On-page Describe On- Identify On- What is On- On-Page keyword

optimisation page page page optimisation:
basics optimisation optimisation optimisation http://www.wordstrea
2. Benefits of On- and its role and its role m.com/blogs/ws/2010/
Page Elaborate the Explain the 04/14/keyword-
optimisation benefits of On- benefits of On- optimization
3. On-Page page page
optimisation optimisation optimisation On-page
methods Discuss On- Summarise On- optimisation
page page tactics
optimisation optimisation
methods methods

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 Search Engine Optimisation

Activity
Activity Type: Online Duration: 30 mins

Description: Select a website of your choice from any industry. Review the chosen website looking at
elements in the website that makes it better optimised in your opinion. Consolidate all these points and create
a list of all the positive points and gaps you notice. Once the list is ready, visit any website that grades
websites, eg website grader (https://website.grader.com) and compare the results with your findings. Discuss
with the class.

Chapter 3.2 : On-Page Optimisation tactics and techniques

On-page optimisation
1. On-page Describe On- Explain key On-page methods and
keyword page key word word optimisation techniques
optimisation optimisation optimisation techniques summarised:
2. Content Explain Discuss content https://www.searcheng
optimisation, content optimisation, inejournal.com/on-
meta-tags, optimisation, meta tags and On-page page-optimization-a-
Internal inking meta tags and Internal linking optimisation complete-
3. Web page Internal Discuss web examples walkthrough/6746/
creation in linking page creation in
HTML Elaborate web HTML
page creation
in HTML

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Activity
Activity Type: Online Duration: 30 mins

Description: Go to the website: https://www.behave.org/ and click on the "Take This Weeks Test link to take
the test. Before seeing the results, write your answer. Now take the test and compare it with your answer.
Discuss the result with the class and find how the class answered.

Module 4 : Off-Page optimisation

Chapter 4.1 : Off-Page optimisation definition and importance

1. Defining Off- Explain Off- Discuss Off- Off-page What is Off-page

Page page page optimisation optimisation:
optimisation optimisation optimisation tutorial https://www.reliablesof
2. Off-page Describe the Outline the t.net/what-is-off-page-
optimisation benefits of benefit of Off- Off-page seo/
benefits and Off-page page optimisation
importance optimisation optimisation page rank and Benefits of Off-page
3. Page rank and Elaborate on Explain Page back links optimisation:
back links page ranks rank and back https://moz.com/blog/
and back links links 21offpage-seo-
strategies-to-build-
your-online-reputation

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 Search Engine Optimisation

Activity
Activity Type: Online Duration: 20

Description: Go to the site: https://moz.com/researchtools/ose/. Put in any familiar site url, eg

www.flipkart.com or www.pvrcinemas.com. Do note that the tool may allow only one chance, before it prompts
you to sign in for a free trial. Go through the tool to look for inbound links, top pages, linking domains and
various other parameters. Prepare and share a report with your observations for each parameter.

Chapter 4.2 : Off-Page optimisation techniques and activities

1. Key Off-page Explain top Discuss key off- Off-page Off page strategies:
optimisation off-page page optimisation https://moz.com/blog/
activities - link optimisation optimisation techniques 21offpage-seo-
building, social activities activities strategies-to-build-
media Elaborate on Discuss other your-online-reputation
marketing. other Off-page Off-page
social strategies strategies Off page optimisation
bookmarking techniques:
2. Other Off-page http://onlineincometea
optimisation cher.com/traffic/off-
strategies page-seo-techniques/

Off page Optimisation

techniques:
http://www.echovme.i
n/blog/off-page-seo-
strategies/

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Activity
Activity Type: Online Duration: 40 mins

Description: Go to Google and search for the keyword apply now. Write the top 10 names of the websites
which appear in the search results. Analyse each site and prepare a report why these sites appear there
focussing on their Off-page optimisation techniques. Your report should include your observations and possible
recommendations.

Module 5 : Optimised content strategy

Chapter 5.1 : Optimised content strategy and its importance in social and search

1. Optimised Describe Explain Content What is content

content optimisation optimisation of marketing optimisation:
strategy and its of content content strategy optimisation http://www.networksol
importance strategy and and its utions.com/support/w
2. Creating an why is it importance hat-is-content-
Optimised needed List the steps to optimization/
content Explain the create an Writing
strategy steps to optimised effective Guide to content
3. Writing create an content strategy search engine optimisation:
Optimised optimised Outline ways to optimised http://contentmarketin
content content write optimised content ginstitute.com/2013/0
strategy content 9/guide-content-

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 Search Engine Optimisation

Enumerate optimization-key-
the ways to content-types/
write
optimised How to optimise
content content:
http://www.networksol
utions.com/support/w
hat-is-content-
optimization/

Ways to optimise
content marketing
strategy:
http://www.toprankblo
g.com/2010/03/conten
t-marketing-strategy-
dao/

Activity
Activity Type: Online Duration: 30

Description: Work in groups and go to this chart prepared by Search Land Engine -
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2015.pdf
Study the chart and analyse each success factor listed there. Now search for 5 URLS of sites you are familiar
with and find each of these sites success factors using your own key words. Prepare a report of your findings
and share with the class.

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Chapter 5.2 : Search Engine Optimised process management, measurement and tracking

1. Search Engine Explain the Discuss the Search Engine Overview of the
Optimisation Search Engine Search Engine Optimisation Search Engine
process and Optimisation Optimisation process Optimisation Process:
methodology process and process and http://agilesearchmark
2. Search Engine methodology methodology Search Engine eting.com/is-there-
Optimisation Describe Explain Search Optimisation after-seo/
monitoring and Search Engine Engine monitoring
why is it Optimisation Optimisation tools Search Engine
needed monitoring monitoring and Optimisation process:
3. Search Engine and its its importance http://www.denninges
Optimisation importance Explain Search Search Engine olutions.com/website-
tracking and Elaborate Engine Optimisation design/search-engine-
reporting, tools Search Engine Optimisation tracking and optimization/seo-
Optimisation tracking, reporting process/
tracking, reporting an its
reporting and tools Overview of Search
the tools Engine Optimisation
monitoring:
http://www.blueatlasm
arketing.com/blog/an-

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Search Engine Optimisation

overview-of-seo-
monitoring/

Search Engine
Optimisation
monitoring tools and
tips:
https://moz.com/blog/
seo-monitoring

Search Engine
Optimisation tracking
https://blog.udemy.co
m/seo-report/

Why Search Engine

Optimisation
monitoring is
important:
http://blog.paylane.co
m/seo-monitoring/

Search Engine
Optimisation tools:
http://www.pcmag.co
m/roundup/348615/th
e-best-seo-tools

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Activity

Activity Type: Online Duration: 40 mins

Description: Work in groups and Imagine a new phone about to be launched in the market. It boasts of all
great features and things people can do. Unfortunately most of these features are common which the other
phone brands have too. As a part of a Search Engine Optimisation team, you need to find out what words
should be highlighted in the content for their website page.
Start imagining the content you would write for this new phone. You may call it AB phone. Now look at
Google trends https://trends.google.co.in and explore it with key words related to phones like smartphone,
Phone camera, Phone battery etc. Modify your results basis geography, time, etc. Prepare a report on the
kind of words that users are searching for and modify your content note accordingly mentioning your strategy
and the efforts undertaken to prepare optimised content for this new phone brand.

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