Digital marketing (also known as data-driven marketing) is the marketing of products or services using digital technologies, mainly on Internet, and also including mobile phones, display advertising, and other digital medium. The key objective is to promote brands, build preference and increase sales through various digital marketing. Digital marketing is a term used to describe the integrated marketing services used to attract, engage and convert customers online.

1. SEO – Search Engine Optimization
SEO IS WEB MARKETING TECHNIQUE
USES TO LIST A WEBSITE OR A WEB
PAGE IN SEARCH RESULTS
(PURPOSEFULLY) FOR GETTING VISITS,
BUSINESS INQUIRIES, SERVICE
INQUIRIES, PRODUCT SALES ETC.

2. How SEO Emerged
When Google tried to improve their search results in both quality and
quantity wise, there were many difficulties for crawl, cache & indexing of web
pages and provide maximum informative results to their search engine users.
They found a good percentage of websites were constructed in a manner
which create several difficulties to their web crawlers (spiders, bots or Google
bots)
Google decided to share some info about some basic requirements which
the webmasters need to perform in their website to make their website and
pages easily crawl and identified by Google bots.

3. Google’s initiatives for SEO
Google Webmasters Help Forum
Google Webmasters Central Blog
Google webmasters Help Center
Google Webmaster Tools
Google Webmaster Guidelines
Google Analytics – Unique resource for Tracking
visit, source user activities etc. (free and premium
versions are available)

4. Webmasters Central
Google start a separate web space for sharing awareness and basic steps for
webmasters. There they published guidelines to be followed by a webmaster for
getting crawled, cached and indexed by Google search engine programs or
Google bots.
Search engineers of Google shared many documents, blog posts, videos,
their ideas through help forums etc. for modify web page for web crawler to
easily retrieving of data, identify from HTML mark-up pages.
Google succeeded in their mission to discover more web pages modified by
webmasters following the webmasters tools guidelines. Their web crawlers
(Google bots) were able to find more pages, more info and cache, index for their
search engine users.

5. Evolution of SEO & SEO practices
When 100% of requirements needed for search engine listing were kept
secret, Google were not able to crawl a big percentage of websites & its
pages.
But when the revealed few tips for optimizing website in order to get
identified using their web crawlers, A big group of webmasters start misusing
it.
When Google used niche-specific search engine technology, the initial
spamming tendency was keyword stuffing.
<meta name=“keywords” content=“keyword1, keyword2, keyword3, keyword4, keyword5, keyword6,
keyword7, keyword8, keyword9” />

6. Problems caused
Web masters compete to increase number of keywords in their pages and
tried to rank first in search results
Search results starts showing very less quality or unmatched results to
users
Google start using weigh the power of a website to rank better
They modified their search engine algorithms in a complex way
Google succeeded in avoiding web pages from their search results which
were listed by technique stuffing keywords
They listed websites with more pointing links.

7. Increased Search Engine Usage
Google introduced their Ad words – Paid Advertisement
They introduced tool bar in 2000 showing page ranks ( Google Page Rank
– Which was one of the most important factor which controlled search
engine ranking. Google awards page ranks to WebPages based on the links
pointing to the page. Using toolbars webmasters were able to know the page
rank and they started building more pointing links especially inbound back
links from other websites and pages.
Google starts updating their search engine algorithms to avoid spamming
and manipulation of search engine ranking

8. Why Google do Strict Changes in Algorithms
Google need to protect the interest of their Ad words advertisers
Google need to maintain their quality of search results
Google faces strong competition from spammers & other leading websites
There are strong technical experts outside to Google who can chase
Google’s Algorithms
Google form separate Web spam team and quality engineers to fight against
spammers (They identify content spamming, links spamming, wiki spamming,
article spamming etc.)
Commonly spamming SEOs are categorised as “Black Hat SEOs”
And the ethical SEO practitioner became “White Hat SEOs”

9. Google Algorithm Updates up to 2010
Google starts strong Algorithm updates in 2003 – (7)
2004 – (3 strong changes)
2005 – 9 changes
2006- 2 updates
2007 – 2 updates
2008 – 2 updates
2009 – 4 updates
2010 – 10 updates

10. Google’s controlled updates
2011 - 21 strong updates were in 2011. (excluding some updates of 2010 Google was able to
make many changes in their search results in 2011)
Google Panda Update – It was a strong algorithm modification made by Google which
succeeded in removing many low quality website pages indexed in search results using
duplicate content, Low quality content etc.
Starting from Panda Farmer, Panda 2.0, Panda 2.1, Panda 2.2, Panda 2.3, Panda 2.4, Panda
2.5, Panda flux, Panda 3.1
The year 2012 become a black year for SEO especially for White hat group with 37 major
updates.
Google Penguin updates – which was aimed link spammers. It remove websites indexed in
Google with support of heave link building & paid back links

11. Google updates 2013, 2014
2013 – marked 17 big modifications – Later versions of Panda and Penguin
were strong updates
In 2014 – there were 14 updates Apart from later versions of Panda, Pay day
loan anti spam update and Pigeon update connected with local search results
(local search algorithm strongly affecting web
search signals)
Latest updates – Penguin 3.0 came in Oct. 17, 2014 & Pirate 2.0 Oct. 21, 2014
was the latest two major changes
Google has already revealed that they have made more than 300 – 500 minor
modification in their search engine algorithms during last few years

12. How these updates affects SEO
SEO mainly depending in unethical practices will affected by Google
algorithm updates.
Ethical SEOs who are responsible to their profession need to update
their knowledge, change their tactics, adopt ethical optimization
practices
Need to go with advanced practices
Keenly watch articles, videos, posts of industry leaders and Google
web masters central blog etc.

13. Scope of SEO
99.9 visits generated in websites are coming through search
engines
Compare the hike in number of internet users
SEO who can logically apply the technical knowledge, relevancy,
value, content will definitely survive
Since search engines are there, there will be SEO

14. More signals were introduced
Google has announced that they consider more than 200 signals to rank a
website in their search
results.
The advanced or powerful signals include social authority, Google Page
rank, Authorship rank, Quality back links ( not quantity links), quality content
and many signals collected by Google data centres about the user interactions
generated by a website.

15. Modern Business & SEO Myths
Many big companies and business firms depend on SEO
Very less number of people are aware about SEO
Among them 98% of entrepreneurs not aware about the ethical
and unethical SEO practices, differences, after effects.

16. White hat VS Black hat
Up to 2010 – More black hat SEO won their game against Google
2011 onwards, Google changed the game
Black Hat SEO gets more projects than white hat SEOs
Results – Thousands of business enterprises got damaged by
search engine visibility loss by Google updates
Google widen their resources to spread awareness

17. SEO & IT industry of India
Like in all other IT developments, India has contributed a big level in SEO
Google ranked India, Pakistan, Bangladesh at the top for SEO spamming
China remained out of their estimations in spamming
Many of our main cities are very famous for SEO spammers

18. SEO Spamming
Content spamming : Keyword stuffing, hidden text, meta tag
stuffing, Doorway pages, scraper pages, article spamming, thin
pages
Link spam : Automated link building, link farms, hidden links,
spam blogs, page hijacking, buying expired domain, cookie
stuffing, comment spamming, wiki spam
Other spamming : mirror websites, URL redirection, Cloaking

19. Why spamming in SEO
SEO is vast area
It is time consuming
Ethical SEO practice needs more time, knowledge, investments
Business owners are not aware about bad effects of black hat, Google
punishments, Google ban etc
Our Education system need to be value based, not profit motive, so the
outcome will be highly responsible

20. How to succeed in SEO Career
Learn from right faculty
Keenly watch, grab & update the right information
Always change SEO strategies, practice methods
Optimize and modify website for users primarily & search engines
secondarily
“Give me six hours to chop down a tree and I will
spend the first four sharpening the axe”
- Abraham Lincoln