School of Internet Marketing is the best training institute for digital marketing in Pune as they provide theory and practical knowledge to their students.

1. Search engine optimization
It is a software system designed to search out the information from world wide web
according to the user’s query.
Examples – Google, Yahoo, Bing , Baidu, Yandex, Duck Duck Go, Ask Me etc.

2. How search engineworks :
• Search engine works in three methods;
• 1.Crawling: Developers create a website and then live it on internet.
Then crawler/spider/bots searching and scanning
a website
• 2. Indexing : search engine indexing is the collecting and storing
of a website to data base center of search engine.
• 3. Ranking : The search engine ranking of a website refers to it’s spot
on search engine result page. And based on their quality of content

3. Techniques of SEO
• White Hat SEO
• Black Hat SEO.
• 1.White Hat SEO : It is the body of approved search engine
optimization tactics designed to increase a website’s position on a
SERP organically.
• 2.Black Hat SEO : It is a practice against search engine guidelines used
to get a site higher in ranking on SERP.

4. Website
• Website Is simply collection of webpages of codes , codes that
describe the layout , format, content on a page .i.e website is
collection of coding, content and images.
• To live website on internet we need to purchase Domain and Hosting.
• Domain : It is simply name of website/company.
The unique name appears after www in website.
• Hosting : It is a space allocated on a server for a website to store it’s
files

5. Keyword
• “Any query searched in search engine search box is known as
keyword.”
• Types of keyword :
• Generic keyword
• Short tail keyword
• Long tail keyword
• Seasonal keyword.

6. Types of SEO
• On page Optimization.
• Off page Optimization.

7. Meta Tag Optimization
1.Title Tag : It is appears at the top area of web browser and as the first
In SERP.
Character limit is 60-70 character including space
2.Description tag: It appears as a second line in the search
engine result pages.
Limit of characters should be in between 160-
170 including spaces.

8. Image optimization
• 1.Alt Tag : It is also known as “Attribute tag"
•
• 2.Image Compress
• Best tools for image optimization are;
• 1.optimzilla
• 2.pingdom
Alt="image name"

9. Creating/uploading Robots.txt File
• Robots.txt file is a plain text file. A Robots.txt file consist of one or
more rules. Each rule blocks or allows access for a given crawler to a
specified file path.
• e.g 1.user-agent: googlebot
• Disallow : /
• 2.user-agent: googlebot
• Disallow:/privacy-policy

10. Robot Meta Tag
• A robot meta tag, also known as robot tag, is a piece of HTML code
that’s placed in the head section of pages and it used to control how
search engines crawl and index the URL.
• <meta name=”robots”content=”noindex/no follow/>

11. Creating and uploading sitemap
• Sitemap: A sitemap is a list of pages of a website accessible to the
crawler or user.
• .XML sitemap:
• XML refers to the markup language also known as the code that
makes a sitemap.XML sitemaps are usually made for search engine
bots
• 2.HTML sitemap:
• An HTML sitemap is of hypertext format so it is enable to users to find
a page on your site that they are looking for.

12. Content Optimization
• Content is the only king of digital marketing.
• Your content should be quality content.
• Include keywords in your content.
• Content should be at least 700 in a webpage
• Also apply some SEO techniques.
• There are two tools are used for content optimization ;
• 1.Grammarly -To Cheak grammar of content.
• 2.Plagiarism - To Cheak weather content is copied or not