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Module 2.3

Advanced SEO & Optimization

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

Session Objectives

By the end of this session, you will be able to:

  • ✅ Optimize images for speed and SEO
  • ✅ Implement effective internal linking strategy
  • ✅ Create high-quality, SEO-friendly content
  • ✅ Understand schema markup basics

5. Image Optimization

  • File names: Use descriptive names with keywords
    • Bad: IMG_1234.jpg
    • Good: digital-marketing-strategy.jpg
  • Alt text: Describe image for accessibility and SEO
    • Example: "Digital marketing strategy diagram showing SEO, PPC, and social media channels"
  • Compression: Use tools like TinyPNG to reduce file size
    • Target: Under 100KB per image
  • Format: JPEG for photos, PNG for graphics, WebP for modern sites

Image Compression Tools

Online Tools

  • TinyPNG
  • Squoosh
  • CompressJPEG
  • Optimizilla

Desktop Apps

  • ImageOptim (Mac)
  • RIOT (Windows)
  • GIMP (all platforms)

CMS Plugins

  • Smush (WordPress)
  • ShortPixel
  • Imagify
  • EWWW Image Optimizer

Alt Text Best Practices

❌ Bad Alt Text

  • "Image"
  • "Picture1"
  • "Screenshot"
  • Keyword stuffing

✅ Good Alt Text

  • Descriptive and specific
  • Natural keyword usage
  • Context-relevant
  • Under 125 characters

Example: "Team collaborating on digital marketing strategy around conference table with laptops and charts"

6. Internal Linking

Internal links: Links from one page on your site to another page on your site

Why It Matters

  • Helps Google understand site structure
  • Spreads "link juice" (ranking power)
  • Keeps visitors on site longer
  • Improves user experience

Best Practices

  • Use descriptive anchor text
  • Link to relevant pages
  • 3-5 internal links per page
  • Don't overdo it

Anchor Text Examples

❌ Weak Anchor Text

  • "click here"
  • "read more"
  • "this page"
  • "link"

✅ Strong Anchor Text

  • "SEO best practices"
  • "content marketing guide"
  • "our Google Ads services"
  • "digital marketing strategy"

Rule: Anchor text should describe what users will find on the destination page

Internal Linking Strategy

  1. Link from high-authority pages: Homepage, popular blog posts
  2. Create content hubs: Pillar pages linking to related content
  3. Use breadcrumbs: Help users and search engines navigate
  4. Link to new content: Help it get discovered faster
  5. Fix broken links: Regularly audit and update

7. Content Quality

Quality > Quantity

  • Original: No plagiarism, add unique value
  • Comprehensive: Cover topics thoroughly
  • Readable: Short paragraphs, bullet points, subheadings
  • Updated: Keep information current
  • Engaging: Solve problems, answer questions

Word count guideline: Aim for 600-1000 words for blog posts, 300+ for service pages

E-A-T Principle

Google evaluates content based on E-A-T:

  • Expertise: Author knows the topic well
  • Authoritativeness: Website is recognized in its field
  • Trustworthiness: Content is accurate, site is secure

How to build E-A-T: Author bios, credentials, citations, HTTPS, privacy policy, contact info

Content Freshness

Why It Matters:

  • Google favors recently updated content
  • Keeps information relevant
  • Shows your site is active
  • Improves user experience

Best practice: Review and update content every 6-12 months

8. Schema Markup (Structured Data)

Schema: Code that helps search engines understand your content better

Common Types

  • Local Business
  • Person
  • Product
  • Article/Blog
  • FAQ
  • Review

Benefits

  • Rich snippets in search
  • Higher click-through rates
  • Better understanding by Google
  • Voice search optimization

Rich Results Examples

What Schema Can Create:

  • Star ratings: Product/service reviews with stars
  • FAQ accordion: Expandable questions in search results
  • Breadcrumbs: Site navigation path in results
  • Business info: Hours, address, phone in local results
  • Article metadata: Author, publish date, featured image

Implementing Schema

Easy Way

  • Use website builder tools
  • Yoast SEO (WordPress)
  • Rank Math
  • Built-in (Wix, Squarespace)

Manual Way

  • Schema.org generator
  • Google's Structured Data Markup Helper
  • Add JSON-LD code
  • Validate with Google tool

Test & Verify

  • Rich Results Test
  • Schema Markup Validator
  • Search Console

On-Page SEO Checklist

  • ☐ Keyword research completed
  • ☐ Title tag optimized (50-60 chars, includes keyword)
  • ☐ Meta description written (120-160 chars)
  • ☐ H1 tag includes main keyword
  • ☐ H2/H3 tags used properly
  • ☐ Clean, keyword-rich URL
  • ☐ Images optimized (compressed, alt text, descriptive names)
  • ☐ Internal links added (3-5 per page)
  • ☐ Content is 600+ words, original, valuable
  • ☐ Mobile-friendly design
  • ☐ Page loads in under 3 seconds
  • ☐ Clear CTA present

Hands-On Activity

Activity: Complete Full SEO Optimization

  1. Optimize all images (compress, rename, add alt text)
  2. Add 3-5 internal links to your homepage
  3. Review content for quality and completeness (300+ words)
  4. Test site with PageSpeed Insights
  5. If possible, add basic schema markup (Local Business or Person)
  6. Complete the full SEO checklist

Time: 20-30 minutes

Module 2 Deliverables

What to Submit:

  1. Live URL or preview link of your website
  2. Completed On-Page SEO Checklist (provided template)
    • Screenshot of title/meta tags
    • Screenshot of heading structure
    • Screenshot of PageSpeed score
    • Screenshot of mobile preview

Mini Rubric (15 points)

Criteria Points What We're Looking For
Clear structure & mobile responsiveness 5 Organized pages, works well on mobile, easy navigation
On-page SEO completeness 6 All SEO checklist items addressed properly
CTA clarity & contact info 2 Clear next step for visitors, easy to contact
Professional presentation 2 Clean design, no errors, good UX

Common Mistakes to Avoid

  • ❌ Massive uncompressed images
  • ❌ Missing or generic alt text
  • ❌ No internal linking strategy
  • ❌ Thin, low-quality content
  • ❌ Ignoring mobile performance
  • ❌ Broken links

Quick Tips for Success

  • ✨ Batch optimize images: Do all at once before uploading
  • 🔗 Natural linking: Link when it helps the reader
  • 📝 Content first: Write for humans, optimize for search
  • 🧪 Test regularly: Check speed and mobile monthly
  • 📊 Track results: Use Google Search Console

Resources & Tools

  • Image Optimization: TinyPNG, Squoosh, ImageOptim
  • SEO Plugins: Yoast SEO, Rank Math, All in One SEO
  • Schema Tools: Schema.org, Google Structured Data Helper
  • Testing: Rich Results Test, PageSpeed Insights, Mobile-Friendly Test
  • Monitoring: Google Search Console, Google Analytics

Next Steps After Module 2

Your Website is Live!

  • ✅ Platform chosen and site structure complete
  • ✅ UX principles applied
  • ✅ Full on-page SEO optimization done

Coming Up Next:

Module 3.1: Content Pillars & Strategy — Learn how to create valuable content that attracts your audience

Thank You!

Your Website is Optimized & Ready

Next: Module 3.1 - Content Pillars & Strategy

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