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1. Search Engine Optimization
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Name:-
Hamza Nadeem
Roll No:
32
Class:-
BS-CS ( D ) Ist-Semester
Assignment No :- 02
Search Engine Optimization
Submitted To:-
Sir Hammad Khalid

2. Search Engine Optimization
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Topic:-
Search Engine Optimization
1. What is SEO?
SEO is the sub-category of Digital Marketing. It is the set of rules & strategies to
market your project.
SEO stands for (Search Engine Optimization). It is the practice of increasing both the
quality and quantity of website traffic, as well as exposure to your brand, through
non-paid (also known as “Organic”) search engine results.
It’s about understanding what people are searching for online, the answers they are
seeking, the words they are using, and the type of content they wish to consume.
Knowing the answers to these questions will allow you to connect to the people who
are searching online for the solutions you offer.
Fig.no.01

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1.1 How SEO works?
In simple terms, SEO works by demonstrating to search engines that your content is
the best result for the topic at hand.
This is because all search engines have the same goal: To show the best, most relevant
results to their users.
Precisely how you do this depends on the search engine you’re optimizing for.
If you want more organic traffic to your web pages, then you need to understand and
cater to Google’s algorithm. If you want more video views, then it’s all about
YouTube’s algorithm.
Since each search engine has a different ranking algorithm, it’d be impossible to cover
them all in this guide.
Search engines are fabricated with a crawler called spider. This spider web is
available everywhere on the internet and performs a specific duty to search for every
single data present.
Crawler aggregates all relevant information and puts together to recognize if all of
them belong to a similar category or not.
It also keeps in mind the algorithms to be followed while crawling.
For Example:-
Take an example of Google search engine because it’s the most demanding and
trending search engine and used by a maximum number of bloggers, online product
selling organizations.
Google has a web crawler or web spider that contains a different algorithm that crawls
through every single data presents on its search engine to check its relevance for the
user and accordingly provides results to the user.

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1.2 Google and SEO
In simple words, in a Library, if one needs to access a book of ‘Sherlock homes’, then
ideally the book should be present in the’ fictional ‘section in the subcategory of
‘adventures’.
Similarly, Google has its own library, so if anybody has to access a website it should
be kept or submitted at a specific address by the website owner.
1.3 Importance of SEO
 SEO helps in enhancing your website’s framework. No matter how great your
content is but if you do not manipulate as per SEO then even God can’t help you
with your website’s ranking.
 Search Engine Optimization has the power to create an impeccable user
experience in terms of web page navigation.
 Gaining rank in any search engine increases your website’s reputation and a user
can easily rely on your content.
 Doing good optimization reduces vulnerability to get attacked by any bug or
hacker.
 Credibility comes into account while doing optimization for search engines. [01]

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1.4 SEO Techniques To Get Ranked
There are two primary types of SEO techniques:-
a) White hat SEO
b) Black hat SEO
a) White hat SEO
The word “white hat SEO” refers to SEO strategies that follow the
guidelines that are given by any search engine like Google in order to
improve the ranking of a web page.
It refers to any technique that helps to improve SEO ranking without
revoking any terms and conditions that are in line with the search engine.
They are opposite to black hat techniques that aim to increase the web
page’s ranking through illegal means.
Fig.no.1.4(a)

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Why White Hat SEO Techniques Are Necessary?
They are necessary because if anyone tries to revoke the guidelines that
are provided by the search engine, the search engine has an authority to
punish by banning the website or by decreasing its SEO ranking.
Every user is or can be a potential client and may provide business to the
website and if Google or any search engine puts a ban on the website, then
it creates a negative impact which may affect the business.
8 Unique White Hat SEO Techniques
 Quality Content
 Links & Meta Description
 Alt Tags
 Mobile Friendly
 User Experience
 Keyword Research
 Use Images & Graphics
 Use HTTPS

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b) Black Hat SEO
‘Black Hat’ SEO deals with a bunch of unethical exercises that are performed
to elevate website’s ranking on any search engine by revoking the search
engine guidelines. Mostly we use ‘black hat’ for professional hackers, spam
creators.
If anyone is searching for something on any search engine, then they are
looking for some relevant information and surely not for any spam website by
using this ‘Black Hat’ SEO, one can attract online traffic for some time, but it
is not useful for long term and if Google or any other search engine detects
any Black hat SEO technique on any website then they have the right to act
against it by banning it.
Fig.no.1.4(b)

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How can you report Black Hat SEO?
Bad things may look easy to adopt but they can be very painful in the long run.
For the below-discussed reasons you should definitely take a stand against
‘black hat’.
 First is when your website is found some inappropriate hacks or viruses.
 The second one lies around keywords that are used to reach your website
are now showing some other spam websites or advertisements.
You can take help from Google webmaster’s or Bing webmaster’s help in both
the cases. You can also choose to opt for web spam report using search
console. [02]
8 Most Used Black Hat SEO Techniques
 Keyword Stuffing
 Cloaking
 Irrelevant Url’s as Back links
 Spam Comment
 Hidden Text or Links
 Duplicate Content
 Article Spinning
 Doorway Pages

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2. Types Of SEO
Following are the types of SEO:-
i. On-Page SEO
ii. Technical SEO
iii. Off-Page SEO
I. What is On-Page SEO?
On-page SEO (also known as “on-site SEO”) is the practice of optimizing web page
content for search engines and users. Common on-page SEO practices include
optimizing title tags, content, internal links and URLs.
To rank your site you also needs to optimize content for:
 User Experience
 Bounce Rate & Dwell Time
 Search Intent
 Page Loading Speed
 Click-Through-Rate
Fig.no.2.1

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10 Essential On-Page SEO Factors You Need To Know
 Title Tag
 Meta Description
 Header Tags
 SEO Writing
 Keyword Cannibalization
 Content Audit
 Image Optimization
 User Engagement
Conclusion
On-page SEO is important if you want to increase your website’s chances of showing
up in the search results.
Optimizing for on-site factors on a regular basis can help improve your rankings,
traffic, and conversions.

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II. Technical SEO
What is technical SEO?
Technical SEO refers to optimizing your website’s technical elements to
ensure that search engines can crawl, index, and render your web pages
correctly.
Fig.no.2.2
Why is technical SEO important?
Technical SEO is essential because it helps you build a website that
search engines can easily understand. If a search engine is able to crawl,
index, and render your web pages correctly, it increases your chances of
ranking in search results.

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Technical SEO Is Important Now More Than Ever
SEO has evolved to be part of something bigger and technical skills must be
applied in a different manner.
If anything, it has expanded into a much more sophisticated and nuanced
digital channel that has outgrown the “Search Engine Optimization”
category.
Technical SEO includes:-
 Yoast SEO
 SEO friendly URL Structure
 XML Sitemaps
 Robots.txt
 SSL - HTTPS
 Page Speed
 Indexing
 Schema Markup
 Site Audit

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III. OFF-Page SEO
Off-page SEO refers to techniques you can use to improve the position of a
website in the search engine results page (SERPs).
Many people associate off-page SEO with link building but it is more than
that.
In general, Off-Page SEO has to do with promotion methods – beyond
website content –for the purpose of ranking a website higher in the search
results.
Fig.no.2.3
Why You Need Off-Page SEO?
Without off-page SEO, you will struggle to rank for competitive search terms.
Think about off-page SEO as building your site's authority, and without this,
your site won't outrank those that already have higher authority. And it is
usually the case that content from higher authority websites ranks higher than
those with lower authority.

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And when you stop to think about it, it makes sense. This example helps you
to understand the importance of off-page SEO. It is all about increasing your
site's authority, something that often goes alongside building a brand.
Links are by no means the only off-page signals that Google's algorithm uses
to rank a website, despite being perhaps the most important. [03]
09 Off-Page SEO Techniques That Work
 Link Building
 Brand Building
 Content Marketing
 Local SEO
 Social Media
 Forums
 Influencer Marketing
 Events
 Guest Posting

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References:-
[01]=Moz.com
[02]=Brian Dean
[03]=Neil Patel
THE END