CHAPTERONE

THE BASICS OF SEO AND

HOW SEARCH WORKS
Dr. Sadaqat Ali
 SEO as a Long-Term Strategy:

• SEO is not a quick fix but a continuous process aimed at

sustainable growth. Instead of trying to exploit search engine
weaknesses, businesses should focus on building high-quality
content and user experience.
• Example: SurveyMonkey initially relied on shortcuts to
gain search rankings but later shifted to a long-term SEO
approach. This change ensured steady traffic growth and
resilience against search engine algorithm updates.
 User-Centric SEO Approach:

• Search engines like Google prioritize the needs of users.

Websites that offer valuable, relevant, and well-structured
content rank higher because they provide better user
experiences.
• Example: Google’s featured snippets provide direct
answers to search queries. If a website structures its
content to answer common questions clearly, it has a
better chance of appearing in these snippets and gaining
more visitors.
 What is SEO?

• SEO Definition: Search Engine Optimization (SEO) is the

process of improving a website’s visibility in search engines.
The goal is to rank higher for specific keywords so users can
find the content easily.

• Example: A local bakery applies SEO by adding keywords

like "best bakery in town" and ensuring its website loads
quickly on mobile devices. As a result, it appears higher in
search results when people search for bakeries nearby.
 What is Algorithm?

• Understanding Search Algorithms: Search engines use

algorithms to rank websites based on factors like content
relevance, website speed, and user engagement. These
algorithms ensure users get the best possible results for their
queries.
• Example: A travel blog that provides detailed city guides,
has fast-loading pages, and gains backlinks from reputable
sources will rank higher than a generic blog with minimal
content.
SEO is Not a Dark Art (Anymore)

• Early SEO Manipulation: In the past, websites used unethical

tactics like keyword stuffing, hidden text, and buying
backlinks to trick search engines into ranking them higher.
• Example: In the early 2000s, some websites repeated
keywords like "cheap flights" dozens of times in hidden
text, making the page look relevant to search engines but
unreadable to users. This practice led to poor search
experiences.
 Modern Ethical SEO

• : Today, search engines have advanced AI-driven algorithms

that penalize low-quality, deceptive content. Instead, they
reward sites with authoritative, engaging, and user-friendly
content.
• Example: Google's algorithm updates like Panda and
Penguin help remove spammy websites from search
results. Businesses that focus on informative content,
secure websites, and excellent user experience see long-
term success in rankings.
 SEO OF TODAY

•
Point 1: Collaboration Between Google & SEO Practitioners
• Explanation: Google and SEO experts now work together to
ensure websites align with search engine requirements.
• Example: A travel booking website used Google Search
Central guidelines to fix crawl errors and improve site
structure. As a result, Google indexed 30% more pages,
boosting organic traffic by 25% in 3 months.
 SEO OF TODAY

• Point 2: Adapting to Technical Limitations

• Explanation: SEOs bridge gaps between search engines and
web design (e.g., avoiding JavaScript-heavy sites for better
indexing).
• Example: An e-commerce brand initially built its product
pages with pure JavaScript, causing poor Google rankings.
After SEOs recommended switching to server-side rendering,
rankings improved, driving a 40% increase in organic sales.
 THE VALUE OF SEO
•
Point 1: Cost-Effective Organic Traffic
• Explanation: SEO is cheaper than paid ads or brand-building
campaigns, offering sustainable growth.
• Example: A startup SaaS company focused on SEO for blog
content targeting keywords like "best project management
tools." Within a year, organic traffic grew by 200%,
generating $500k+ in annual recurring revenue without paid
ads.
 THE VALUE OF SEO

• Point 2: Visibility Requires Strategy

• Explanation: Websites don’t rank by accident; SEO ensures
alignment with search engine criteria.
• Example: A local bakery optimized its website with location-
based keywords (e.g., "best birthday cakes in [city]") and
schema markup. It now ranks #1 locally, increasing foot
traffic by 50% and online orders by 35%.
 SEO IN THE FUTURE
•
Point 1: AI Closes Loopholes, Demands Expertise
• Explanation: AI-driven algorithms make "gaming" SEO
harder, requiring human insight to adapt.
• Example: A news website used AI tools to generate content
but saw low rankings due to thin content. SEO experts
revamped the strategy with original reporting and semantic
keywords, increasing traffic by 60% in 6 months.
 SEO IN THE FUTURE

• Point 2: Zero-Sum Competition

• Explanation: SEO is a battle for clicks; one site’s gain is
another’s loss.
• Example: Two competing fashion retailers targeted the same
keyword: "sustainable activewear." The brand that optimized
for user intent (e.g., detailed product guides, reviews)
outranked the other, capturing 70% of the keyword’s traffic
and doubling conversions.
 Evolution of Keyword Usage in SEO
•
Point 1: From Exact Match to User Intent
• Explanation: Early SEO relied on exact keyword matches in
meta tags, leading to manipulation. Modern SEO prioritizes
user intent, with Google analyzing context, sentiment, and
entities.
• Example: A recipe blog previously stuffed keywords like
"quick dinner recipes cheap" but saw traffic drop post-Panda.
By creating in-depth guides (e.g., "30-Minute Family Meals
Under $20") aligned with user intent, organic traffic surged
by 45% in 6 months.
 Evolution of Keyword Usage in SEO

• Point 2: Google’s Advanced Intent Matching

• Explanation: Google uses machine learning, location, and
search history to reinterpret queries beyond literal keywords.
• Example: A coffee shop optimized for conversational queries
like "best latte near me" and voice search terms. This
strategy boosted local search visibility by 60%, driving a 25%
increase in weekend foot traffic.
Algorithm Impact & Future of Keywords
•
Point 1: Panda & Penguin’s Lasting Effects
• Explanation: Panda penalized low-quality content, while
Penguin targeted spammy links, forcing businesses to adopt
ethical SEO practices.
• Example: An online fashion retailer lost rankings post-
Penguin due to paid backlinks. After disavowing toxic links
and earning organic press coverage, rankings recovered,
resulting in a 30% YoY revenue increase.
Algorithm Impact & Future of Keywords

• Point 2: The Shift to Topic Clusters & Intent Tools

• Explanation: Keyword research is evolving toward topic-
based intent tools, as AI prioritizes holistic content relevance.
• Example: A SaaS startup used AI tools like Clearscope to
cluster keywords around "project management workflows."
By creating intent-focused content, organic sign-ups rose by
50% in 3 months.
 HOW GOOGLE WORKS
• 1- Discovery Algorithm

• Purpose of Discovery Algorithm

• The discovery algorithm helps Google find new URLs and
websites that haven't been indexed before. It uses
multiple sources such as links, XML sitemaps, and Google
Analytics to find new content.
• Example: A startup might launch a new website, and
through an XML sitemap, Google’s discovery algorithm
can find and add it to the search queue for crawling.
1- Discovery Algorithm
• Sources of Discovery
• Google leverages various tools and external data to
discover new URLs, ensuring fresh content is continually
identified.
• Example: A popular social media post on Instagram linking
to a new e-commerce site can help Google's discovery
algorithm find and add the URL to its crawling process.
 HOW GOOGLE WORKS
• 2- Crawling Algorithm
Key Points:
• Purpose of Crawling Algorithm
• After discovering a new URL, the crawling algorithm helps
Google decide if it should crawl the page, considering
factors like links, domain authority, and newsworthiness.
• Example: A news website with multiple external links and
mentions on Twitter may be prioritized for crawling to
keep Google’s index fresh with the latest developments.
 2- Crawling Algorithm
• Determining Crawl Priority
• Google evaluates factors like link popularity, domain
authority, and context of discovery to decide whether to
allocate resources for crawling.
• Example: An established tech company’s blog post might
be crawled faster than a new blog because of its stronger
backlink profile and reputation.
 HOW GOOGLE WORKS
• 3- Indexing Algorithm
Purpose of Indexing Algorithm
• The indexing algorithm categorizes webpages and
determines whether they should be included in Google’s
index, relying on factors like content quality, uniqueness,
and relevance.
• Example: A medical research website will be carefully
indexed for health-related queries, ensuring that
authoritative content appears for searches like "latest
cancer treatment."
3- Indexing Algorithm
• Evaluating Content Quality
• The indexing algorithm checks whether a page's content
meets Google’s quality standards. It will exclude duplicate
or low-quality pages and prioritize unique, authoritative
sources.
• Example: A product review website with duplicate
content from various sources might not be indexed if its
content is deemed too thin or repetitive.
 Strategic Thinking in SEO

• SEO Success Through Strategy: The success of an SEO

campaign depends more on strategic planning than just
tactical execution. The ability to align SEO efforts with
broader business goals is crucial.
• Example: A multinational e-commerce company designs
an SEO strategy to target different markets with localized
content, ensuring higher engagement and conversions in
various regions.
 Strategic Thinking in SEO

• SEO as an Art, Not a Formula: There is no universal rulebook

for SEO, as search engines continuously evolve. Instead of
rigidly following fixed techniques, a creative and logical
approach is necessary.
• Example: A personal finance blog experiments with
different content formats—videos, infographics, and
articles—to understand what resonates best with its
audience and drives more organic traffic.
 Strategic Thinking in SEO

• Maximizing Visibility with a Holistic Approach: SEO involves

multiple factors, including technical SEO, content marketing,
and user experience. A well-rounded approach is required
for long-term success.
• Example: A SaaS company integrates its SEO strategy with
product development, ensuring that new features and
updates are optimized for search engines and user
engagement.