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1. SEARCH ENGINE
OPTIMIZATION (SEO)

2. WHAT IS SEO - SEARCH ENGINE
OPTIMIZATION?
SEARCH ENGINE OPTIMIZATION IS REFERRED TO
AS SEO.
USING SEARCH ENGINE OPTIMIZATION (SEO),
YOU CAN RANK YOUR WEBSITE HIGHER IN
SEARCH RESULTS FOR A SPECIFIC TERM.
SEARCH ENGINE OPTIMIZATION, OR SEO FOR
SHORT, IS THE PROCESS OF DIRECTING MORE
AND BETTER TRAFFIC TO YOUR WEBSITE FROM
NATURALLY OCCURRING SEARCH ENGINE
RESULTS.

3. WHY WE USE SEO?
MORE PEOPLE VISIT YOUR WEBSITE WHEN IT
HAS A HIGHER SEARCH ENGINE RANKING.

USERS THAT VISIT YOUR WEBSITE IS KNOWN
AS TRAFFIC.
TRANSFORM YOUR REGIONAL ENTERPRISE
INTO A GLOBAL ONE.
EASY METHOD TO SHOW OFF THE BRAND OF
YOUR COMPANY.

4. BENEFITS OF SEO:
1. SEO TARGETS QUALITY TRAFFIC
2. YOU DON’T NEED TO PAY FOR ADS IN SEO
3. BUILD BRAND AWARENESS
4. SEO INCREASES BRAND CREDIBILITY
5. YOU CAN MOVE AHEAD OF THE COMPETITION
6. BETTER CONVERSION RATES

5. ORGANIC SEARCH RESULT &
INORGANIC SEARCH RESULT?
ORGANIC SEARCH RESULT: DON'T SPEND MONEY (FREE
LISTING)
INORGANIC SEARCH RESULT: PAID LISTING

6. WHAT IS KEYWORDS?
WHEN A USER TYPES SOME TERMS TO GET
INFORMATION. THESE TERMS ARE REFERRED TO
AS KEYWORDS.
USERS ARE ESTIMATED TO LOCATE WEBSITES
THROUGH SEARCH ENGINES SUCH AS GOOGLE,
YAHOO, YANDEX, BING, AND SO ON.

7. TYPES OF KEYWORDS:
SEARCH QUERIES – THE WORDS AND PHRASES THAT PEOPLE TYPE
INTO A SEARCH BOX IN ORDER TO PULL UP A LIST OF RESULTS .
1. INFORMATIONAL SEARCH QUERIES :- WHEN A USER TYPE QUERY
TO KNOW ABOUT SOMETHING IT IS CALLED INFORMATIONAL
QUERIES.
THE INFORMATIONAL QUERY IS DIVIDED INTO TWO TYPES:
GENERIC: WHERE WE CAN NOT PREDICT THE PURPOSE OF THE
USER.
EXAMPLE: APPLE
SPECIFIC: WHERE WE CAN PREDICT THE PURPOSE OF THE USER.
EXAMPLE: SEO
THIS QUERY IS DIFFICULT TO RANK.

8. 2. NAVIGATIONAL SEARCH QUERIES :- USER SEARCHES FOR A BRANDED
QUERY FOR BRANDED KEYWORD FOR A PARTICULAR PAGE ARE CALLED
NAVIGATIONAL QUERIES. QUERIES THAT SEEK INFO FOR A SPECIFIC
BRAND OR WEBSITE ONLY.
EXAMPLE: FACEBOOK
3. TRANSACTIONAL QUERIES:- QUERIES THAT EXPLAIN THE PURPOSE
OF THE USER IN A PRECISE WAY & HAVE SOME TRANSACTIONAL VALUES.
EXAMPLE: LEARN DIGITAL MARKETING.
THESE QUERIES DIVIDED INTO THREE PARTS.
1. SHORT TAIL
THESE QUERIES CONTAIN 1 TO 2 WORDS.
HIGH VOLUME
EXAMPLE: DIGITAL MARKETING, HARDER TO RANK
2. MEDIUM TAIL
THESE QUERIES CONTAIN 3 TO 5 WORDS.
GOOD VOLUME
EXAMPLE: DIGITAL MARKETING TRAINING, EASIER TO RANK
3. LONG TAIL
THESE QUERIES CONTAIN MORE THAN 5 WORDS.
LOW VOLUME
EXAMPLE: DIGITAL MARKETING TRAINING COURSES IN PUNE, EASIER TO
RANK

9. WHERE TO USE KEYWORDS
IN CONTENT
TITLE TAG
META DESCRIPTION
HEADING TAGS (H1, H2, ETC.)
URL
IMAGE ALT TEXT
AVOID KEYWORD STUFFING

10. HOW SEARCH ENGINE WORKS IN SEO. ?
CRAWLING: GOOGLE USES AUTOMATED "PROGRAMS"
(CRAWLERS) TO DOWNLOAD A PAGE'S TEXT, PHOTOS, AND
VIDEOS DURING THIS PROCESS.
INDEXING: AFTER ANALYZING THE INFORMATION, GOOGLE
SAVES IT IN GOOGLE, WHICH IS ESSENTIALLY A BIG
DATABASE.
RANKING: THIS INFORMATION MAY BE FOUND BY
SOMEONE CONDUCTING A GOOGLE SEARCH.

11. RANKING FACTORS:
TITLE: 60-65 CHARACTERS
URL
META DESCRIPTION: 155-160 CHARACTERS
NO KEYWORD STUFFING
NO LINK SPAMMING
NO HIDDEN LINKS/ TEXT

12. SEO PARTITION
WHITE HAT SEO
IT IS CONSIDERED AS ETHICAL & ORGANIC SEO.
IN WHITE HAT SEO WE FOLLOW ALL THE GUIDELINES OF SE.
IT IS SLOW PROCESS BUT IT PROVIDES LONG LASTING
GROWTH IN RANKING.
BLACK HAT SEO
IT IS CONSIDERED AS UNETHICAL SEO.
IN BLACK HAT SEO DO NOT FOLLOW ANY GUIDELINE OF SE.
IT PROVIDES QUICK UNPREDICTABLE & SHORT LASTING
GROWTH IN RANKING.
IF WE USED BLACK HAT SEO THEN SEARCH ENGINE ADD
YOUR SITE IN BLACK LIST.

13. BLACK HAT SEO TECHNIQUES
LINK SPAM
KEYWORD STUFFING
HIDDEN TEXT
GREY HAT SEO
IT IS COMBINATION OF WHITE HAT SEO & BLACK HAT SEO.
95% W.H + 5% B.H = 100% G.H

14. ON PAGE SEO VS OFF PAGE SEO
ON-PAGE SEO:
DEFINITION: ON-PAGE SEO REFERS TO THE
OPTIMIZATION OF CONTENT AND ELEMENTS ON A
WEBSITE'S PAGES TO IMPROVE ITS SEARCH ENGINE
RANKINGS AND ATTRACT ORGANIC TRAFFIC.
OFF-PAGE SEO:
DEFINITION: OFF-PAGE SEO REFERS TO ACTIONS TAKEN
OUTSIDE OF A WEBSITE TO IMPROVE ITS SEARCH
ENGINE RANKINGS AND REPUTATION.

15. ON PAGE
TECHNIQUES
KEYWORD ANALYSIS
COMPETITORS WEBSITE ANALYSIS
USE PROPER HEADING TAG
URL
IMAGES WITH ALT TEXT
LINKING
WRITE ENGAGING CONTENT
SITEMAP
ROBOT.TXT FILE
WEBSITE SPEED
CODE TO TEXT RATIO
HTML VALIDATION/ W3C VALIDATION
CONTENT OPTIMIZATION

16. GOOGLE ALGORITHM
GOOGLE'S ALGORITHM IS CONSTANTLY EVOLVING, WITH
UPDATES BEING MADE REGULARLY TO IMPROVE SEARCH
RESULTS AND USER EXPERIENCE. SOME OF THE KEY
ALGORITHM UPDATES THAT HAVE OCCURRED IN RECENT
YEARS INCLUDE:

17. 2024 GOOGLE CORE UPDATE
A GOOGLE CORE UPDATE IS A SIGNIFICANT CHANGE TO
THE SEARCH ENGINE'S ALGORITHM, AFFECTING HOW IT
RANKS WEBSITES IN SEARCH RESULTS. THESE UPDATES
ARE DESIGNED TO IMPROVE THE QUALITY AND
RELEVANCE OF SEARCH RESULTS FOR USERS. CORE
UPDATES CAN LEAD TO FLUCTUATIONS IN RANKINGS
FOR WEBSITES, AS GOOGLE REASSESSES AND ADJUSTS
ITS RANKING CRITERIA. IT'S IMPORTANT FOR WEBSITE
OWNERS AND SEO PROFESSIONALS TO MONITOR
THESE UPDATES AND MAKE ANY NECESSARY
ADJUSTMENTS TO THEIR WEBSITES TO MAINTAIN OR
IMPROVE THEIR SEARCH VISIBILITY.

18. WHAT IS OFF-PAGE SEO BACKLINKS
OFF-PAGE SEO BACKLINKS ARE LINKS THAT COME
FROM OTHER WEBSITES TO YOUR WEBSITE. THEY
ARE A CRUCIAL PART OF OFF-PAGE SEO, WHICH
FOCUSES ON IMPROVING YOUR SITE'S
REPUTATION, AUTHORITY, AND RELEVANCE IN
THE EYES OF SEARCH ENGINES LIKE GOOGLE.

19. TYPES OF BACKLINKS
DOFOLLOW BACKLINKS: WHAT ARE THEY?
A DOFOLLOW BACKLINK IS A LINK THAT TRANSFERS
AUTHORITY FROM ONE WEBSITE TO ANOTHER. IT INSTRUCTS
SEARCH ENGINES TO FOLLOW THE LINK AND VIEW IT AS A
RECOMMENDATION FOR THE PAGE IT POINTS TO.
NOFOLLOW BACKLINKS: WHAT ARE THEY?
A BACKLINK FROM ONE WEBSITE TO ANOTHER THAT DOESN'T
TRANSFER ANY AUTHORITY IS KNOWN AS A NOFOLLOW LINK.
SEARCH ENGINES ARE INSTRUCTED BY THE NOFOLLOW
ATTRIBUTE NOT TO FOLLOW THE LINK OR TAKE IT AS A
RECOMMENDATION FOR THE LINKED WEBSITE.

20. DA & PA
DA (DOMAIN AUTHORITY) AND PA (PAGE AUTHORITY) ARE
METRICS DEVELOPED BY MOZ THAT PROVIDE INSIGHTS INTO
THE RANKING STRENGTH OF A WEBSITE (DA) OR AN
INDIVIDUAL WEBPAGE (PA) IN SEARCH ENGINE RESULTS.
BOTH DA AND PA ARE USEFUL METRICS FOR SEO
PROFESSIONALS AND WEBSITE OWNERS TO UNDERSTAND
THE STRENGTH OF THEIR WEBSITE AND INDIVIDUAL PAGES IN
TERMS OF SEARCH ENGINE RANKINGS. HOWEVER, THEY ARE
JUST ONE OF MANY FACTORS TO CONSIDER WHEN
EVALUATING THE SEO PERFORMANCE OF A WEBSITE.

21. LIST OF SEO TOOLS
GOOGLE SEARCH CONSOLE: PROVIDES INSIGHTS INTO YOUR
WEBSITE'S PERFORMANCE IN GOOGLE SEARCH RESULTS,
HELPS YOU MONITOR AND RESOLVE TECHNICAL ISSUES, AND
PROVIDES DATA ON SEARCH QUERIES AND MORE.
GOOGLE ANALYTICS: HELPS TRACK WEBSITE TRAFFIC, USER
BEHAVIOR, AND OTHER KEY METRICS ESSENTIAL FOR
UNDERSTANDING AND IMPROVING YOUR SITE'S
PERFORMANCE.
SEMRUSH: OFFERS COMPETITIVE ANALYSIS, KEYWORD
RESEARCH, BACKLINK ANALYSIS, AND MORE TO HELP
IMPROVE YOUR SITE'S SEO STRATEGY.

22. AHREFS: PROVIDES TOOLS FOR KEYWORD RESEARCH,
BACKLINK ANALYSIS, COMPETITOR ANALYSIS, AND RANK
TRACKING.
MOZ PRO: OFFERS TOOLS FOR KEYWORD RESEARCH, LINK
BUILDING, SITE AUDITS, AND RANK TRACKING, INCLUDING
FEATURES LIKE MOZ'S OWN DOMAIN AUTHORITY (DA) AND
PAGE AUTHORITY (PA).
SCREAMING FROG SEO SPIDER: A WEBSITE CRAWLER THAT
HELPS IDENTIFY AND FIX COMMON SEO ISSUES LIKE BROKEN
LINKS, DUPLICATE CONTENT, AND MORE.

23. YOAST SEO: A POPULAR WORDPRESS PLUGIN THAT HELPS
OPTIMIZE ON-PAGE SEO ELEMENTS LIKE TITLES, META
DESCRIPTIONS, AND MORE.
SPYFU: OFFERS COMPETITOR ANALYSIS, KEYWORD
RESEARCH, AND PPC RESEARCH TOOLS TO HELP IMPROVE
YOUR SEO AND ADVERTISING STRATEGIES.
SE RANKING: PROVIDES TOOLS FOR KEYWORD RANK
TRACKING, WEBSITE AUDIT, BACKLINK ANALYSIS, AND MORE.
UBERSUGGEST: OFFERS KEYWORD RESEARCH, CONTENT
IDEAS, BACKLINK DATA, AND MORE TO HELP IMPROVE YOUR
SEO STRATEGY.