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1. 2CEIT78PE5: Search Engine Optimization Practical-1
21012022056_Het Upadhyay
Practical-1
Aim: Introduction of SEO and google search algorithms
Task-1: Search, read and understand following terms:
Alt tags Keyword Density Indexing Search query
Anchor text Title Link building SEM
Black Hat SEO Headline Tags Link Juice ranking
White Hat SEO Inbound links Long tail backlink
Keyword Outbound links No-follow SERP
Alt tags - An alt tag, also known as "alt attribute" and "alt description," is an HTML attribute applied
to image tags to provide a text alternative for search engines. Applying images to alt tags such as
product photos can positively impact an ecommerce store's search engine rankings.
Keyword Density - Keyword density tells you how often a search term appears in a text in relation
to the total number of words it contains.
Indexing - Indexing is the process by which search engines organize information before a search to
enable super-fast responses to queries. Searching through individual pages for keywords and topics
would be a very slow process for search engines to identify relevant information.
Search query - Search queries are a list of phrases and keywords users enter in search engines to
find things of interest.
Anchor text - Anchor text is the clickable text in a hyperlink.
Title - When you look something up in a search engine, you get a list of results that appear as
snippets. Often, the SEO title is part of the snippet together with at least a URL and a meta
description.
Link building - Link building is the practice of acquiring links to your website from other websites.
In SEO, these links are called backlinks. Getting backlinks from high-quality sites can pass authority
to your site, as well as help you rank higher in the search engine results pages (SERPs)
SEM - Search engine marketing is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages primarily through paid
advertising.

2. 2CEIT78PE5: Search Engine Optimization Practical-1
21012022056_Het Upadhyay
Black Hat SEO - Black hat SEO is a practice against search engine guidelines, used to get a site
ranking higher in search results. These unethical tactics don't solve for the searcher and often end in
a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, and using
private link networks.
Headline Tags - Header tags, also known as heading tags, are used to separate headings and
subheadings on a webpage.
Link Juice - Link juice is the term used in the SEO world to refer to the value or equity passed from
one page or site to another.
Ranking - Rankings in SEO refers to a website's position in the search engine results page. There
are various ranking factors that influence whether a website appears higher on the SERP based on
the content relevance to the search term, or the quality of backlinks pointing to the page.
White Hat SEO - White hat SEO is the body of approved search engine optimization tactics
designed to increase a website's position on a search engine results page (SERP). Search engine
results that appear as a result of approved methods, rather than payment or trickery, are referred to
as organic search results.
Inbound links - An inbound link (also referred to as a back link) is a hyperlink on a third-party web
page that points to a web page on your site.
Long tail - Long-tail keywords are keywords or key phrases that are more specific – and usually
longer – than more commonly used keywords. Long-tail keywords get less search traffic, but will
usually have a higher conversion value, as they are more specific.
Backlink - Backlinks are links from outside domains that point to pages on your domain; essentially
linking back from their domain to yours.
Keyword - Keywords are ideas and topics that define what your content is about. In terms of SEO,
they're the words and phrases that searchers enter into search engines, also called "search queries."
If you boil everything on your page — all the images, video, copy, etc.
Outbound links - Outbound links are links that point from your website to another. They are often
used within content to add more context and to link a reader to another source that will add additional
and important information to the topic at hand.
No-follow - A no follow link is a link that does not count as a point in the page's favor, does not
boost PageRank, and doesn't help a page's placement in the SERPs. No follow links get no love.

3. 2CEIT78PE5: Search Engine Optimization Practical-1
21012022056_Het Upadhyay
SERP - A search engine results page (SERP) is the list of results that a search engine returns in
response to a specific word or phrase query.
Task-2: Study the given algorithms of google and prepare a detailed analysis report:
1. Panda
What is a Panda?
The stated purpose of the Google Panda algorithm update was to reward high-quality websites
and diminish the presence of low-quality websites in Google’s organic search engine results. It
was also initially known as "Farmer." According to Google, Panda’s initial rollout over the
course of several months affected up to 12 percent of English language search results.
Advantages
Disadvantages
● Resolving the issue of duplicate content:
● Effective time utilization:
● Enhancing the internet browsing experience:
● Reward Good SEO:
● Too secretive:
● Discouraging for new comers
Conclusion: By understanding the above-mentioned points, we can say that Google Panda has
more advantages than disadvantages. Besides its disadvantages are not also qualitative enough so
we can conclude that Google Panda is the measuring standard whose objective is to promote
organic and high-quality content. Ultimately saving the interest of genuine content creators is the
main motive of Google Panda.
2. Penguin
What is Penguin?
Google Penguin was a search algorithm update Google introduced in April 2012. Along with
Google Panda, the Penguin update was a major initiative intended by Google to fight low-quality

4. 2CEIT78PE5: Search Engine Optimization Practical-1
21012022056_Het Upadhyay
content and black hat SEO link building tactics. Penguin has been refreshed several times since its
introduction, and in 2016 became part of Google’s core algorithm.
Advantages
● Penguin 4.0is now part of Google’s core algorithm.
● Spam links: demotion vs. Devaluation.
● New algorithm update is more granular.
● Penguin algorithm fights negative seo.
Disadvantage
● Local areas that haven’t had much SEO offerassistance may confront
a descending winding as Google shifts the center to a specialist,
which once more comes from “Backlinks and SEO”.
3. Hummingbird
What is Hummingbird?
Hummingbird is the codename given to a significant algorithm change in Google Search in 2013.
Its name was derived from the speed and accuracy of the hummingbird. The change was
announced on September 26, 2013, having already been in use for a month. "Hummingbird"
places greater emphasis on natural language queries, considering context and meaning over
individual keywords. It also looks deeper at content on individual pages of a website, with
improved ability to lead users directly to the most appropriate page rather than just a website's
homepage.
4. Pigeon
What is Pigeon?
Google Pigeon is the code name given to one of Google's local search algorithm updates. This
update was released on July 24, 2014.[2] The update is aimed to increase the ranking of local
listing in a search.
The changes will also affect the search results shown in Google Maps along with the regular
Google search results. As of the initial release date, it was released in US English and was
intended to shortly be released in other languages and locations. This update provides the results
based on the user location and the listing available in the local directory.

5. 2CEIT78PE5: Search Engine Optimization Practical-1
21012022056_Het Upadhyay
Advantages
● The purpose of Pigeon is to provide preference to local search results. This is
quite useful for the user and local businesses. On the day of release, it received
mixed responses from webmasters. Some complained about the ranking being
decreased whereas others reported improvement in the search rankings.[3] As
per the webmaster’s understanding, this update has location and distance as key
parts of the search strategy. The local directory listings are getting preferences in
web results.
● Toimprove the quality of local searches and provide more relevant results to the
user, Google relies on factors such as location and distance. This update alters
the local listings in the search results; along with this, the local directory sites
are given preference.
5. Mobilegeddon
What is Mobilegeddon?
Mobilegeddon is a name for Google's search engine algorithm update of April 21, 2015. The term
was coined by Chuck Price in a post written for Search Engine Watch on March 9, 2015. The term
was then adopted by webmasters and web-developers.
The main effect of this update was to give priority to websites that display well on smartphones
and other mobile devices. The change did not affect searches made from a desktop computer or a
laptop.
Advantages
● Based on their data set, software company Search metrics found that the
average loss of rankings for the non-mobile friendly sites measured was
0.21 positions on average.[9] Content marketing company BrightEdge has
tracked over 20,000 URLs since the update, and is reporting a 21% decrease
in non-mobile-friendly URLs on the first 3 pages of search results.
6. Possum
What is Possum?
Possum is an update to Google's local search rankings algorithm, and it decides when businesses
will show up in local search results, sometimes filtering business listings out of search results.

6. 2CEIT78PE5: Search Engine Optimization Practical-1
21012022056_Het Upadhyay
This means that some local businesses might not always appear for the same search.
Advantages
7. Fred
What is Fred?
● Businesses that are outside of city limits are seeing huge jumps in search
rankings. It’s easier for small businesses to compete with REIT’s in local
search rankings.
Google Fred is an algorithm update that targets black-hat tactics tied to aggressive monetization.
This includes an overload on ads, low-value content, and little added user benefits. This does not
mean all sites hit by the Google Fred update are dummy sites created for ad revenue, but (as Barry
Schwartz noted in his observations of Google Fred) the majority of websites affected were content
sites that have a large number of ads and seem to have been created for the purpose of generating
revenue over solving a user’s problem.
8. Bidirectional Encoder representation from transformers (BERT-2019)
Bidirectional Encoder Representations from Transformers (BERT) is a transformer-based machine
learning technique for natural language processing (NLP) pre-training developed by Google.
BERT was created and published in 2018 by Jacob Devlin and his colleagues from Google. As of
2019, Google has been leveraging BERT to better understand user search.