Chapter 1: What is SEO?

Definition of SEO

SEO (Search Engine Optimization) is the practice of optimizing your website and online content so that it appears higher in search engine results (like Google, Bing, etc.) when users search for specific keywords or phrases.

In simpler terms, SEO helps you get discovered by people who are actively looking for your products, services, or information.

Example: If someone searches for “best digital marketing consultant in Ahmedabad” and your website ranks in the top 3 results, you're more likely to get a click — and possibly a new client.

Why SEO is Important

• Organic Traffic: SEO brings free, high-quality traffic to your website without paid ads.

• High ROI: Compared to traditional marketing, SEO has a better long-term return on investment.

• Trust & Credibility: Top-ranked websites are seen as more credible and trustworthy.

• 24x7 Marketing: SEO works even when you're sleeping. Once ranked, your content brings traffic round the clock.

• User Experience (UX): Good SEO improves site usability, mobile-friendliness, and content quality.

Real-World Example

Imagine you own a bakery in Chhatrapati Sambhaji Nagar. If your website is SEO-optimized for keywords like “best cake shop in Sambhaji Nagar” or “custom birthday cakes near me,” potential customers searching online will find you without you paying for ads.

Chapter 2: SEO vs. PPC

What is PPC?

PPC (Pay-Per-Click) is a form of digital advertising where you pay a fee every time someone clicks your ad. The most common PPC platform is Google Ads.

Which is better?

Both have their place:

• Use SEO for long-term visibility and brand building.

• Use PPC for quick campaigns, launches, and instant traffic.

A smart digital marketing strategy often uses both together.

Chapter 3: How Search Engines Work

Search engines like Google, Bing, and Yahoo use special algorithms and bots to discover, analyze, and rank content across the web. This process has three main stages:

1. Crawling

• Bots (called spiders or crawlers) scan the internet to find new content.

• They follow links from page to page to discover new or updated content.

2. Indexing

• Once a page is found, it’s stored in a giant database called the index.

• The content is analyzed — text, keywords, links, images, etc.

3. Ranking

• When someone searches a term (called a query), the engine checks its index and shows results that are:

  • Relevant

  • Useful

  • Authoritative

  • User-friendly

Google’s Mission

Google aims to provide the most relevant and helpful information in the shortest time possible. It prioritizes pages that:

• Load fast

• Are mobile-friendly

• Provide valuable and trustworthy content

• Are easy to navigate

Chapter 4: What Google Wants

Google uses over 200 ranking factors, but the core of SEO success lies in understanding what Google really wants:

1. Quality Content

Google wants content that solves the user’s problem. It should be original, well-written, and answer user questions better than other pages.

2. Relevance

Content must match the user’s intent. If a user searches “how to bake a chocolate cake,” Google won’t show online cake shops — it will show recipes.

3. Authority

Websites with strong backlink profiles (from credible sources) are seen as trustworthy. Think of backlinks like “votes of confidence” from other websites.

4. User Experience (UX)

• Fast-loading pages

• No broken links or confusing layouts

• Mobile responsiveness

• Clear CTAs (Calls-to-Action)

5. Security

Websites that use HTTPS (SSL certificate) are prioritized over HTTP.

Pro Tip: If you keep your users happy, Google will reward you.

Chapter 5: Types of SEO

There are four main types of SEO. To rank well, you need a combination of all of them.

1. On-Page SEO

This focuses on what's on your website:

• Content optimization

• Keyword usage

• Title and meta tags

• Header tags (H1, H2, etc.)

• Internal linking

• Image optimization

Example: Adding the keyword “best digital marketing course in India” naturally in your blog.

2. Off-Page SEO

This is about what others say about your site:

• Backlinks (other websites linking to you)

• Social shares

• Brand mentions

• Online reviews

Example: If a popular blog links to your website, your SEO improves.

3. Technical SEO

This ensures that your site is technically sound for search engines to crawl and index:

• Fast loading speed

• Mobile-friendliness

• Proper use of robots.txt and sitemaps

• No duplicate content

• SSL certificates

Example: If your site takes 10 seconds to load, Google will not rank it well.

4. Local SEO

This helps businesses show up in location-based searches:

• Google My Business optimization

• Local citations (Justdial, Sulekha, etc.)

• Reviews and NAP consistency (Name, Address, Phone)

Example: Ranking for “real estate agent in Ahmedabad” or “salon near me”.

Conclusion of Module 1

Module 1 lays the groundwork for your SEO journey. You now understand:

• What SEO is and why it matters.

• The key differences between SEO and PPC.

• How Google and other search engines work.

• What Google wants in a high-ranking website.

• The different types of SEO you’ll learn in this course.

Chapter 4: Understanding Keywords

Keywords are the words or phrases that people type into search engines when they’re looking for something online.

For example:

• "best digital marketing course in India"

• "restaurants near me"

• "how to lose weight in 10 days"

These are all keywords, and understanding how they work is the first step to SEO success.

Types of Keywords: Short-tail vs. Long-tail

Short-Tail Keywords

• These are broad keywords, usually 1 to 2 words.

• Example: SEO, shoes, digital marketing

• High search volume but also high competition.

• They are not very specific.

Pros:

• Bring a lot of traffic
  Cons:

• Less targeted, lower conversion rate

Long-Tail Keywords

• These are more specific, usually 3+ words.

• Example: best SEO course for beginners, buy white sneakers under ₹2000

• Lower search volume, but higher intent and conversion rate.

• Easier to rank for.

Pros:

• Less competitive

• High-quality, targeted traffic
  Cons:

• Lower volume

Pro Tip: Beginners should focus on long-tail keywords to rank faster and attract the right audience.

Search Intent: What the User Really Wants

Understanding why someone is searching helps you choose better keywords.

There are 3 types of search intent:

1. Informational

• The user wants to learn something.

• Example: how to do SEO, what is PPC advertising, history of India

• Best for blogs, guides, and tutorials.

2. Navigational

• The user wants to go to a specific brand or website.

• Example: Facebook login, Pixinate SEO course, Flipkart

• These searches target branded keywords.

3. Transactional (Commercial)

• The user wants to buy or take action.

• Example: buy running shoes online, best digital camera under ₹50,000

• These are money keywords, great for product/service pages.

Pro Tip: Target a mix of all 3 types depending on your page goals. Blogs = Informational, Landing Pages = Transactional.

Chapter 5: How to Do Keyword Research (Free Tools)

You don’t need to pay for expensive tools to do good keyword research. Here are free and beginner-friendly tools to get started:

1. Google Keyword Planner

• Free tool available inside Google Ads

• Great for checking keyword volume, competition, and trends

• Filter by location, language, and device

• Suggests related keywords and ideas

How to use:

• Go to ads.google.com

• Open Keyword Planner under Tools

• Enter your topic or service

• View related keyword suggestions with data

2. Ubersuggest

• Free and beginner-friendly

• Provides keyword ideas, volume, SEO difficulty, and content suggestions

• Shows top-ranking pages for each keyword

How to use:

• Visit ubersuggest.com

• Type your keyword or domain

• Analyze suggested keywords and content ideas

3. AnswerThePublic

• A powerful tool that shows questions, comparisons, and prepositions people are searching for

• Ideal for blog topics, FAQs, and content planning

Example:
Search digital marketing, and you’ll see:

• What is digital marketing?

• Why digital marketing is important?

• Digital marketing vs. traditional marketing

Website: answerthepublic.com

4. Google Search Suggestions (Auto-Suggest & People Also Ask)

• Use Google itself! Start typing a keyword and note the auto-suggestions.

• Look at “People Also Ask” and related searches at the bottom of the results page.

Free. Real. Trending. Highly effective!

5. Google Trends

• Helps you compare keyword popularity over time.

• Great for seasonal content and regional targeting.

Example: Diwali decoration ideas vs. Christmas lights in October

Website: trends.google.com

Choosing the Right Keywords for Your Business

Once you’ve gathered keyword ideas, how do you know which ones to use? Here are 3 main factors to consider:

1. Search Volume

• Indicates how many people are searching for that keyword monthly.

• Use this to gauge potential traffic.

A keyword with 10,000 monthly searches may be tempting, but…

2. Keyword Competition

• Tells you how difficult it is to rank for that keyword.

• High-volume keywords usually have high competition.

• Tools like Ubersuggest give a score (0–100):

  • 0–30: Easy

  • 30–60: Moderate

  • 60+: Difficult

Beginners should target low to medium competition keywords.

3. Relevance

• Most important: Is this keyword relevant to your audience and your business?

• Don’t chase traffic. Chase the right traffic.

Example:

• Keyword: free SEO audit tools

• If you’re selling SEO services, this is a great lead magnet keyword.

Bonus: User Intent Match

• Make sure your content matches what the user expects from that keyword.

Example:

• Keyword: how to start a blog → Blog post

• Keyword: best web hosting India → Comparison article or landing page

Conclusion of Module 2

In this module, you learned:

• What keywords are and why they matter

• The difference between short-tail and long-tail keywords

• How to understand user search intent

• How to find keyword ideas using free tools

• How to pick the right keywords for your business using volume, competition, and relevance

You’re now ready to create content that’s not just valuable — but searchable and visible.

On-Page SEO is all about optimizing elements on your website to improve its visibility and relevance in search engines. Unlike off-page SEO (which involves backlinks and external factors), on-page SEO is completely in your control.

This module focuses on how to structure your content and HTML elements to help search engines rank your pages better — and ensure your users have a great experience.

Chapter 7: Title Tags, Meta Descriptions & URL Structure

Title Tags (SEO Titles)

The title tag is the first thing users see in search engine results. It tells both users and search engines what your page is about.

Best Practices:

• Keep it under 60 characters

• Include your main keyword at the beginning

• Make it compelling and clickable

• Avoid duplication

Example:

• Weak: “Home”

• Better: “Best Digital Marketing Course for Beginners | Learn SEO Today”

Pro Tip: Think like a user — what would make you want to click?

Meta Descriptions

Meta descriptions provide a short summary of your page in search results. Though not a direct ranking factor, they can influence clicks.

Best Practices:

• Keep it under 155 characters

• Use primary keyword naturally

• Add a call-to-action (CTA) — “Learn more,” “Download free,” “Book now”

Example:

Learn the basics of SEO in this free beginner’s course. Understand keywords, rankings, and how to get more traffic.

SEO-Friendly URLs

The structure of your URLs helps both users and search engines understand your page’s topic.

Best Practices:

• Keep URLs short and descriptive

• Use hyphens (-) instead of underscores (_)

• Avoid unnecessary words or numbers

• Include your target keyword

Example:

• Bad: www.example.com/page1?id=12345

• Good: www.example.com/seo-basics-for-beginners

Pro Tip: A clean, readable URL builds trust and improves click-through rates.

Chapter 8: Header Tags and Content Formatting

Proper use of header tags creates a clear content hierarchy — making it easier for users to read and for search engines to understand your content structure.

Header Tags (H1, H2, H3, etc.)

• H1: Used once per page — this is your main title

• H2: Sub-sections under H1

• H3: Sub-sections under H2, and so on

Example:

Avoid using H1 multiple times on a single page. Each page should have only one H1 tag.

Formatting for Skimmability

Users (and Google) love content that’s easy to scan. Structure your content so that it’s:

• Broken into short paragraphs

• Uses bullet points and numbered lists

• Includes bold or italic highlights for emphasis

• Structured with white space for clean readability

Bonus Tip: Use “Table of Contents” for long blog posts for better UX and SEO.

Chapter 9: SEO Content Writing Basics

Creating content that ranks involves more than just adding keywords. You must focus on both quality and strategy.

Keyword Placement

Put your main keyword in the following places:

• Title tag

• Meta description

• First 100 words of content

• At least one H2 or H3 header

• Image alt text

• URL (if possible)

Keyword Density

This refers to how often your keyword appears in the content. Ideal density is around 0.5% to 1.5%.

Avoid keyword stuffing — it feels unnatural and can lead to Google penalties.

Content Length

While there’s no perfect word count, Google tends to rank in-depth and comprehensive content better.

• Aim for 800–2000+ words depending on topic and competition.

• Make sure content solves a problem or answers a question thoroughly.

Internal Linking

Link to other relevant pages on your own website. This helps:

• Improve navigation

• Pass link juice

• Reduce bounce rate

• Strengthen topical authority

Example:

Learn more about keyword research in Module 2: Keyword Research.

Chapter 10: Image Optimization

Images add value to content, but they must be optimized for SEO and performance.

1. Alt Text (Alternative Text)

This describes your image to search engines and improves accessibility for screen readers.

Best Practices:

• Describe the image clearly and concisely

• Include keywords naturally

• Don’t stuff keywords

Example:

• Alt text: woman analyzing SEO report on laptop

2. Image File Names

Use descriptive file names instead of generic ones like IMG_1234.jpg.

Example:

• Instead of: image1.jpg

• Use: seo-checklist-for-beginners.jpg

3. Image Size Compression

Large image files slow down page speed, which hurts SEO.

• Use tools like TinyPNG, ImageOptim, or Squoosh

• Compress images to under 100 KB if possible without quality loss

WebP format is highly recommended for modern web use.

4. Responsive Images

Make sure your images look good on mobile devices as well as desktops. Use width: 100% or responsive themes.

Conclusion of Module 3

In this module, you’ve learned the essential elements of On-Page SEO that directly impact your rankings and user experience. Here’s a quick recap:

• Write engaging title tags and meta descriptions

• Create SEO-friendly URLs

• Use structured headers and make your content skimmable

• Follow SEO writing best practices for keywords and content flow

• Optimize your images for speed, accessibility, and discoverability

Technical SEO refers to non-content elements of your website that help search engines crawl, index, and rank your pages effectively. This includes site speed, mobile usability, security, structured data, and more.

A well-optimized technical foundation ensures that your high-quality content gets properly discovered and ranked by search engines.

Chapter 11: Website Speed Optimization

Website speed is a direct ranking factor in Google’s algorithm. It also impacts user experience, bounce rate, and conversions. A slow-loading website leads to lost traffic and poor SEO performance.

Why Speed Matters

• Google considers page load speed as part of its Core Web Vitals

• Faster websites = better user satisfaction

• A 1-second delay in page load can lead to:

  • 11% fewer page views

  • 7% loss in conversions

  • 16% decrease in customer satisfaction

Tools to Measure Site Speed

1. Google PageSpeed Insights

• Analyzes performance on mobile and desktop

• Gives score out of 100

• Suggests actionable improvements

Website: https://pagespeed.web.dev

2. GTmetrix

• Gives a detailed waterfall report showing how elements load

• Helps identify bottlenecks like large images, render-blocking scripts

Website: https://gtmetrix.com

Tips to Improve Website Speed

• Compress images (use tools like TinyPNG, WebP format)

• Minify CSS, JavaScript, HTML

• Use browser caching

• Avoid heavy animations or large videos on homepage

• Use a fast hosting provider and a CDN (Content Delivery Network)

Pro Tip: Keep your website load time under 3 seconds for the best SEO and user experience.

Chapter 12: Mobile-First Indexing & Mobile Optimization

Google now uses mobile-first indexing, meaning it primarily uses the mobile version of your site for ranking and indexing.

What is Mobile-First Indexing?

• Google crawls and indexes the mobile version of a site first

• If your mobile site has missing or different content from desktop, your SEO may suffer

Mobile Optimization Techniques

• Use responsive web design (site adapts to all screen sizes)

• Avoid flash, pop-ups, or elements that break on mobile

• Use legible font sizes, adequate spacing between buttons

• Optimize loading for 3G and 4G networks

Use the Mobile-Friendly Test Tool from Google: https://search.google.com/test/mobile-friendly

Why It Matters for SEO

• Over 70% of global traffic comes from mobile devices

• Mobile-friendly sites have lower bounce rates

• Improves Core Web Vitals like interactivity and layout shift

Chapter 13: Sitemap, Robots.txt & Indexing

Search engines discover your content through crawling. You can guide them using sitemaps and robots.txt files.

1. Sitemap.xml

A sitemap lists all the important URLs on your website that you want search engines to crawl and index.

Best Practices:

• Include only indexable pages

• Submit it to Google Search Console

• Update it when new pages are added

Use tools like Yoast SEO (for WordPress) or Screaming Frog to generate sitemaps

2. Robots.txt

A robots.txt file tells search engines what they can and cannot crawl on your site.

Example:

Be cautious. Blocking essential files or folders may hurt your SEO.

3. Submitting to Google

• Go to Google Search Console

• Navigate to Sitemaps

• Submit your sitemap URL (e.g., https://yourdomain.com/sitemap.xml)

You can also request indexing manually for individual pages using the “Inspect URL” tool in Search Console.

Chapter 14: HTTPS and Website Security

Google gives ranking preference to secure websites. HTTPS (secured with SSL) is now a minimum requirement for any professional website.

What is HTTPS?

• HTTPS = Hypertext Transfer Protocol Secure

• It ensures that data between browser and server is encrypted

• Makes your website trustworthy for users and Google

Why SSL is Important for SEO

• Google considers HTTPS a ranking signal

• Shows a lock icon in browser – increases trust

• Prevents man-in-the-middle attacks or data theft

• Required for secure payment gateways and login forms

How to Implement SSL

• Buy or get a free SSL certificate (Let’s Encrypt is popular)

• Install it on your hosting server

• Set up 301 redirects from HTTP to HTTPS

• Update all internal links, sitemaps, and canonical tags to use HTTPS

Don’t forget to update your property in Google Search Console from http:// to https://

Conclusion of Module 4

You’ve now explored the technical backbone of your website — the part that ensures Google can discover, understand, and trust your content. Without technical SEO, even the best content may never rank.

What You’ve Learned:

• Why page speed affects ranking and user behavior

• How to analyze and optimize loading time

• The importance of mobile-first indexing and responsive design

• How to properly use robots.txt and sitemaps

• Why SSL and website security matter for SEO

While on-page and technical SEO deal with things you control on your website, off-page SEO focuses on actions taken outside your website to improve your search engine rankings.

The most important component of off-page SEO is backlinking, but it also includes social signals, brand mentions, and other forms of online reputation.

Chapter 15: What is Backlinking and Why It Matters

What is a Backlink?

A backlink is a hyperlink that points from one website to another. It acts like a vote of confidence — when another site links to your content, it signals to search engines that your page is trustworthy and valuable.

Why Backlinks Are Important for SEO

• Google uses backlinks as a key ranking factor

• The more high-quality backlinks you have, the more authority your site gains

• Backlinks help search engines discover your content faster

• They drive referral traffic from other websites

Think of backlinks as recommendations from other websites. The more recommendations from reputable sites, the better your ranking.

Types of Backlinks

1. DoFollow Backlinks

• Pass SEO value (link juice) to your site

• Help increase rankings

• Most natural editorial links are DoFollow by default

2. NoFollow Backlinks

• Include a tag: rel="nofollow"

• Don’t pass SEO value, but can still drive traffic and brand awareness

• Used in comments, forums, press releases, and sometimes in paid promotions

Both types of backlinks are useful, but DoFollow backlinks are more valuable for SEO.

Good vs. Bad Backlinks

Pro Tip: One backlink from a trusted site (e.g., Forbes, Moz) is worth more than 100 from unknown blogs.

Chapter 16: How to Build Quality Backlinks (Beginner-Level)

You don’t need to be an SEO expert to start building backlinks. Here are some easy and beginner-friendly strategies to get started.

1. Local Business Directories

List your business in reputable local directories like:

• Google Business Profile (previously Google My Business)

• JustDial

• Sulekha

• IndiaMart

• Yelp

• Yellow Pages

These listings often come with DoFollow backlinks and also help with local SEO.

2. Guest Blogging

Write helpful blog posts for other websites in your industry. In return, you can usually include a link back to your website in the author bio or within the content.

Make sure you pitch high-quality sites and write original, value-driven content.

3. Social Bookmarking

Submit your content to platforms like:

• Reddit

• Mix

• Digg

• Scoop.it

• Slashdot

These may offer NoFollow links, but they can generate traffic and engagement, helping indirectly with SEO.

4. Blog Comments (Use Sparingly)

Engage in meaningful conversations on blog posts in your niche. Use your real name and avoid spamming. Some comment systems (like Disqus) allow you to link back to your site.

Focus on adding value, not dropping links.

5. Social Sharing

When you share your content on platforms like:

• Facebook

• Twitter (X)

• LinkedIn

• Pinterest

You increase its visibility and the chances that someone else might link to it.

Even though most social links are NoFollow, they amplify content reach and support SEO.

Chapter 17: Social Signals and SEO

Social media doesn’t directly impact rankings (as per Google), but it plays an important indirect role in SEO.

What Are Social Signals?

These include:

• Likes

• Shares

• Comments

• Mentions

• Retweets or reposts

They reflect how engaged users are with your content.

How Social Media Helps SEO

• Increases content visibility

• Boosts brand awareness

• Drives traffic to your site

• Can help attract natural backlinks (journalists, bloggers discover your work)

Tips to Maximize Social Signals

• Add share buttons on every blog post

• Create clickable and shareable titles

• Repurpose blog posts into reels, carousels, or infographics

• Be active on platforms your audience uses most

• Use trending hashtags strategically

Best Social Platforms for SEO

• YouTube – owned by Google, great for long-term SEO

• LinkedIn – strong for B2B traffic and authority

• Twitter (X) – real-time engagement and brand mentions

• Pinterest – powerful for evergreen content and image SEO

Conclusion of Module 5

Off-page SEO takes time, but the results are long-lasting. It helps you build trust, expand your reach, and improve your authority in Google’s eyes.

What You’ve Learned:

• What backlinks are and why they’re important

• The difference between DoFollow and NoFollow links

• How to build backlinks using free and beginner-friendly methods

• The role of social signals in growing your SEO visibility

Local SEO focuses on optimizing your online presence so your business shows up in “near me” searches, Google Maps results, and local search queries like:

• “Pest control service in Aurangabad”

• “Best real estate agent near me”

• “Louis Philippe showroom Dhule”

If you’re a storefront, a local service provider, or run a regional brand, Local SEO is the most effective (and free) way to attract high-converting traffic.

Chapter 18: Setting Up Google My Business (Now Google Business Profile)

What is Google Business Profile (GBP)?

It’s a free listing by Google that shows your business on:

• Google Search

• Google Maps

• Local Pack (top 3 listings in a local search)

Your GBP listing acts like a digital storefront with details like:

• Business name

• Address

• Phone number

• Reviews

• Working hours

• Photos

• Services

How to Create & Verify Your GBP Listing

1. Go to https://www.google.com/business

2. Click “Manage now”

3. Add business name, category (e.g., “Clothing Store”, “Digital Marketing Consultant”)

4. Add address (or service area if you visit clients)

5. Add contact info (phone, website)

6. Choose whether you accept walk-ins or only appointments

7. Verify your business via postcard, phone, or email (Google will guide you)

Key Optimization Tips

✅ NAP Consistency

NAP = Name, Address, Phone number
Make sure this information is:

• Accurate

• Consistent across all online platforms (your website, directories, social media)

Even a small variation like “Street” vs “St.” can confuse Google.

✅ Complete Your Profile

Fill every available field, including:

• Short description

• Categories & subcategories

• Services offered

• Attributes (e.g., “Women-owned,” “Open 24 hours”)

• Opening hours (including holidays)

✅ Add High-Quality Images

Businesses with photos get:

• 42% more direction requests

• 35% more clicks to website

Post images of:

• Products/services

• Interior & exterior

• Staff/team in action

• Reviews or certificates

✅ Use Posts Feature

Google allows you to post updates, offers, and events. These appear in your profile and can boost engagement.

Use it like a mini-social feed. Post:

• New arrivals

• Seasonal discounts

• Events or public notices

✅ Get More Reviews

Ask happy customers to leave Google reviews. Reply to all reviews — even negative ones — professionally.

5-star reviews not only build trust, they also boost local ranking.

Chapter 19: Local Citations and Online Directories

Citations are online mentions of your business name, address, and phone number (NAP). These help Google verify your location and credibility.

Why Local Citations Matter

• Validate your business details for search engines

• Improve local pack rankings

• Increase visibility in multiple platforms beyond Google

Top Free Local Directories in India

Make sure to include:

• Accurate NAP info

• Business hours

• Website and contact links

• Services or product categories

Duplicate or conflicting listings can confuse Google. Keep your NAP consistent everywhere!

Tips to Boost Local SEO with Citations

• Submit only to reputable directories

• Avoid spammy or unknown websites

• Update your listings if your address or number changes

• Use the same format for your name, address, and phone across platforms

Chapter 20: Online Reviews and Reputation Management

Online reviews can make or break your business in local search. They act as social proof and influence a potential customer’s buying decision.

Benefits of Positive Reviews

• Improve local ranking in Google Maps

• Increase trust and conversions

• Improve CTR (Click Through Rate) from search results

• Helps in voice search SEO (e.g., “best rated pest control near me”)

How to Get More Reviews

• Ask politely after service is delivered

• Send follow-up SMS/WhatsApp with your Google Review link

• Use printed QR codes in your store

• Offer incentives ethically (like a thank-you coupon)

Where to Get Reviews

• Google Business Profile

• Facebook Page

• Justdial/Sulekha/IndiaMART

• Niche review platforms depending on your industry

How to Handle Negative Reviews

• Never ignore or delete a review

• Acknowledge and apologize for the experience

• Offer to fix the issue or move the conversation offline

• Show professionalism — other customers will notice

A few bad reviews with good responses can be more trustworthy than only 5-star ratings.

Conclusion of Module 6

Local SEO is your free digital marketing weapon for dominating local search, appearing in Google Maps, and getting high-intent customers — especially those ready to buy or visit now.

What You’ve Learned:

• How to set up and optimize your Google Business Profile

• The importance of NAP consistency

• How to get listed on local directories

• The role of citations and reviews in ranking and trust

• How to manage your online reputation

SEO is not a “set it and forget it” process. Once your website is optimized, you need to monitor performance, understand user behavior, and fix ongoing issues.

This module teaches you how to track what’s working — and more importantly, what’s not — using essential free tools like Google Search Console and Google Analytics.

Chapter 20: Track Your SEO Progress

Why SEO Tracking Matters

SEO takes time. By tracking progress:

• You know whether your efforts are paying off

• You can identify which keywords are driving traffic

• You discover technical or content issues early

• You focus only on strategies that bring results

Free Tools for SEO Tracking

1. Google Search Console (GSC)

What it does:

• Tracks how your site performs in Google Search

• Shows which keywords bring traffic

• Alerts for indexing errors, mobile issues, and penalties

• Provides data on CTR, impressions, average ranking

Setup:

• Visit: https://search.google.com/search-console

• Add your website property

• Verify using methods like DNS, HTML tag, or Google Analytics

Key Reports to Monitor:

• Performance Report: Check keyword rankings, CTR, and pages with the most clicks

• Coverage Report: Identify which pages are indexed or have issues

• Mobile Usability: Ensure your site is mobile-friendly

• Sitemaps: Submit XML sitemap for faster indexing

• Page Experience (Core Web Vitals): See loading speed and UX signals

2. Google Analytics (GA4)

What it does:

• Tracks user behavior, traffic sources, session duration, bounce rate

• Monitors how visitors navigate your website

• Shows which content performs best

• Helps measure SEO conversions (calls, form fills, purchases)

Setup:

• Visit: https://analytics.google.com

• Create GA4 property

• Install tracking code on your website

Important SEO Insights from GA4:

• Which pages are most visited (landing pages)

• Where your traffic comes from (Organic, Direct, Social, Referral)

• How long users stay and how many pages they view

• Conversion goals (e.g., form submissions, downloads)

3. Google Tag Manager (Optional for Advanced Tracking)

• Helps manage tracking codes without editing the website every time

• Used to track clicks, scrolls, events (great for measuring SEO ROI)

Basic SEO Audit (for Beginners)

A monthly SEO audit keeps your site clean and optimized.

Simple Steps to Perform an SEO Audit:

✅ Step 1: Check Your Page Indexing (GSC)

• Go to GSC > “Pages”

• Check which URLs are “Indexed” vs. “Excluded”

• Fix errors like “Crawled - currently not indexed” or “Blocked by robots.txt”

✅ Step 2: Monitor Keyword Performance

• Use GSC “Performance” tab

• Track top queries, clicks, impressions

• Look for low CTRs (indicates need to improve title/meta descriptions)

✅ Step 3: Review Site Speed (PageSpeed Insights / GTmetrix)

• Enter your URL into https://pagespeed.web.dev/

• Optimize suggestions like image compression, lazy loading, or reducing JavaScript

✅ Step 4: Mobile Usability Check

• In GSC, check “Mobile Usability”

• Fix font size, tap targets, or layout shift issues

✅ Step 5: Check for Broken Links

Use free tools like:

• Broken Link Checker

• Screaming Frog SEO Spider (free for small websites)

Fix or redirect any 404 errors or outdated links.

✅ Step 6: Verify Meta Tags & Content

• Check for missing title tags or duplicate meta descriptions

• Ensure primary keywords are naturally used in the content

SEO Reporting (Beginner-Friendly Guide)

Once you've collected the data, prepare a simple monthly report to track progress.

What to Include in a Monthly SEO Report:

• Total organic traffic (Google Analytics)

• Top-performing pages (by clicks & impressions from GSC)

• Keyword ranking changes

• Backlink progress (optional for off-page module review)

• Mobile performance insights

• Recommendations for next month

Free Templates & Tools for Reporting:

• Use Google Sheets + GSC Data Export

• Canva for visual charts

• Google Looker Studio (formerly Data Studio) for automated dashboards

Conclusion of Module 7

You can’t improve what you don’t measure. These tracking methods and tools will help you continuously optimize, correct, and grow your SEO presence.

What You’ve Learned:

• How to set up and use Google Search Console and Google Analytics

• How to do a basic SEO audit every month

• How to analyze keyword performance and fix issues

• How to prepare a simple SEO performance report