This document provides information on SEO (search engine optimization), both white hat and black hat techniques. It discusses what SEO is, its goals, and gives examples of black hat techniques to avoid like cloaking, meta tag stuffing, keyword stuffing, and gateway pages. White hat techniques are also covered, including using keywords, backlinking, link building, and quality content. Important Google algorithm updates are listed such as Panda, Penguin, Hummingbird, and the mobile-friendly update. The on-page and off-page optimization processes are summarized, covering elements like titles, URLs, images, and internal/external linking.

1. BASICS OF SEO&
GOOGLE UPDATES

2. WHAT IS SEO
SEO is an abbreviation for search engine optimization.
SEO is the process of improving the volume or quality of traffic to a
web site from search engines via search results.
SEO aims to improve rankings for relevant keywords in search
results

3. GOALS OF SEO
•Acquire Top Place on the search engines
• Boost sales and Increase return on investment
• Expand customer base and target audience
• Growth in website visitors

5. BLACK HAT SEO TECHNIQUES
 However in the black hat SEO techniques it recommends
avoiding the techniques to follow, like the same way white
hat techniques also recommend some necessary policies to
follow.
 Cloaking
 Meta tag stuffing
 Keyword stuffing
 Gateway Pages

6. CLOAKING
• It is a process of creating some different version of same web
pages to make different users visible on their views like mobile
phones, tablets, computers and laptops etc…It gives entirely
different displays, so it is called as cloaking

7. META TAG STUFFING
• In normally meta-tag keywords are using on the web pages related to the
purpose of good SEO tactics. But if you using many times that particular
meta-tag keyword means are referred as keyword stuffing

8. GATEWAY PAGES
• It is referred as the website consist number of keyword instead of more
contents. They will fill the pages by using the same words again and
again

9. KEYWORD STUFFING
• It is also same as Meta tag stuffing; it is a process
of using more times of a particular keyword to
make your site at a top position.

10. WHITE HAT SEO

11. • usage of optimization strategies, techniques and tactics that focus on a human
audience opposed to search engines and completely follows search engine rules and
policies.
• examples include using keywords and keyword analysis, back linking, link building ,
and writing content for human readers.
• Offering quality content and services.
• Using descriptive, keyword-rich meta tags.
• Making your site easy to navigate.

12. WHITE HAT SEO VS BLACK HAT
SEO GRAPH

13. PROCESS OF SEO
1.Off Page Optimization
2.On Page Optimization

14. PROCESS OF SEO
SEO

15. OFF PAGE OPTIMIZATION:
•Off Page is a way to build relevant back links to
the website by using best suited anchor text.
Back links has their own importance for Google
to generate traffic to the website.

16. OFF PAGE SEO INCLUDES:-
 Blog Submission
 Directory Submission
 Social Bookmarking
 Classifieds Submission

17. ON PAGE SEO ELEMENTS
• Title tags
• Meta tags
• ALT tags
• Header(H1,H2) tags
• URL Structure
• Internal Linking
• Content

18. TITLE• Use targeted keywords/phrase towards the beginning of Title tag.
• No spelling and grammatical mistake.
• Keep length limit to 50 - 60 Characters only with spaces.

19. HEADING TAGS
• Use heading tags like h2, h3 and h4 to highlight various headings, sub-
headings and important points.
don’t repeat H2 or H3 tags too many times, as it is considered as
negative SEO practice.

20. URL
• Aim at using targeted keywords towards the beginning of blog
post URL.
• Avoid using special characters, symbols, brackets, comma’s etc as
part of your post URL

21. META TAGS
• Add unique & relevant meta keyword .
• Use your targeted keyword in the meta tags
• limit the length to 155 - 160 characters.

22. IMAGES
Image optimization helps a lot in driving traffic from image search.
• Keyword in alt text in image & image title helps a lot to make your blog post more
focus and targeted.
• Keep small size images than larger images to avoid slow down of your blog speed
as Google considers website speed as one of rankings factor on Google organic
search.

23. INTERNAL LINKING
• links that go from one page on a domain to a different
page on the same domain. They are commonly used in
main navigation. These type of links are useful for three
reasons: They allow users to navigate a website.

25. IMPORTANT GOOGLE ALGORITHM
UPDATES
• Google Panda Update
• Google Penguin Update
• Google Pirate Update
• Google EMD (Exact Match Domain) Update
• Google Hummingbird
• Rank Brain Update
• Google Payday Update
• Google Pigeon Update
• Google Mobile Friendly Update

27. GOOGLE PANDA
• search filter introduced in February 2011.
• Also called farmer update
• Low quality content
• Poor content
• copy paste
• Grammatical error
• Spelling mistake

28. GOOGLE PENGUIN
• first announced on April 24, 2012
• The update is to catch sites deemed to be spamming its
search results
• This includes
paid links,
asking for a link,
negotiating link exchanges,
automating link creation ,
buying links or obtaining them through link networks .

29. GOOGLE PIRATE UPDATE
• introduced in August 2012.
• Designed to prevent sites with many copyright
infringement reports, as filed through Google’s DMCA
system, from ranking well in Google’s listings

30. GOOGLE EMD (EXACT MATCH
DOMAIN) UPDATE
• Google launched in September 2012
• to prevent poor quality sites from ranking.
• Simply because they had words that match search terms in their domain
names

32. GOOGLE HUMMINGBIRD
• Introduced in September 2013.
• Hummingbird is paying more attention to each word in a query,
ensuring the whole query — the whole sentence or conversation
or meaning — is taken into account, rather than particular words.
• It is a new search platform as the name means “precise and fast” is
developed in a way to give a semantic search result.
• It act as a personal assistant & knowledge
Graph provides gives a better result.

33. RANK BRAIN
• Rank Brain is an artificial intelligence (AI) program used to help
process Google search queries.
• If Rank Brain sees a word or phrase it isn’t familiar with, the
machine can make a guess as to what words or phrases might have
a similar meaning and filter the result

34. GOOGLE PIGEON UPDATE
• Launched on July 24, 2014
• The Pigeon Update is a new algorithm to provide more useful, relevant and accurate
local search results.
• This is quite useful for the user and the local business

36. PAYDAY LOAN UPDATE
• Introduced in June 2013
• This algorithm is targeted to remove the spammy queries
• This update, which was designed to combat specific search queries that tend to have a high number of
extremely spammy results was launched in June 11, 2013

37. GOOGLE MOBILE-FRIENDLY UPDATE
• On April 21 2015
• boost to mobile-friendly pages in Google’s mobile search results
• Its text has to be readable without tapping and zooming

38. By
Aneena Binoy