The document provides an overview of digital marketing, focusing on search engine optimization (SEO) and its key components such as keyword types, on-page and off-page optimization strategies, and the role of various tools in enhancing website visibility. It differentiates between white hat and black hat SEO practices and outlines essential website registration and hosting processes. Additionally, the document explains various SEO techniques and standards, including meta tags, keyword density, and image optimization to improve search rankings.

1. Digital Marketing
• Digital Marketing also called as online
marketing it is marketing of product
and services using digital technologies.
• Search Engine Optimization
(SEO)
• SEO is the process of taking steps to
help a website or piece of content rank
higher on Google.

2. What Are SearchEngines
• Google, Yahoo, Bing, Baido, Yandex
• Steps of how search engine works
1. Crawling – Searching and scaning your website
or web page
2. Indexing – Storing your website or web page to
search engine data base center
3. Ranking – It is based in the quality of the
website and it is shown on the webpage

3. What is white hat SEO
• White hat seo refers to any practice that improve your
search ranking on search engine result page while
maintaining the integrate of your website and staying
with in the search engine terms and survices.
•What is black hat SEO
• It refers to the set of practice that are use to increase a
site or page rank on search engine through means that
violate the search engine terms of services.

4. Some black hat SEO techniques
• Cloaking – It is a method of users content or
information that is different from what is presented to
search engine crawlers to improve a website search
engine ranking.
• Content Hiding – Adding invisible content is also a
prohibited practice some website that engaged in black
hat SEO do this by ranking text some color as page
background.
• Keyword Stuffing – It refers to the practice of filing
your content with irrelevant keyword in an attempt to
manipulate where the page ranks on search result pages.

5. • Doorway Pages / Sneaky URL Redirect – Doorway pages
are paper of sites that redirect visitors to a different page
without their knowledge.
• Duplicate Content / Copied Content – It means copy
pasting the same exact content or block of content that
are very much similar area and different domain

6. What is website
• A website is a simply collection of webpage of codes that discuss the
layout format and content for a page.
• How To Resister a Site
• We can resister from below website.
• Go. Daddy
• Big Rock
• Hosting Raja
• Host Gater
• Name Chip
• Hosting of a site
• When a hosting producer allocate spaces on web server for
website to store its file they are hosting website web hosting
makes the files that compress a website available for verify
online.
• SSL – SECURE SOCKET LAYER
• SSL layer protect from spamming and hacking of website.

7. Whatis URL,SubdomainandDomain
• URL – UNIFORM RESOURCE LOCATR
• e.g. – https://www.learnatsim.com
• What is keywords
• A keyword is a term used to describe a word or group
of words on internet users uses to platform perform
a search in a search engine or search bar.
• Types of keywords
• Generic keywords – It is used for brand name or
general keyword it helps to balance your generic and
branded keywords to compair and to capture a wide
rate of customers to increase conversion
opportunities.
• E.g. – Car, Refrigerator and Bottle

8. • Short tail keywords – This keywords are those phase
with only one or two words their length makes them less
specific them searches with more words.
• E.g. - Maruti car, HP Laptop.
• Long Tail Keywords – Long tail keywords are longer
and specific keyword phrases consisting of more than
three words and are much easier to rank due to low
competition.
• e.g. Maruti car showroom in Pune.
• Seasonal Keywords – It is keyword that generate
most of their search traffic during a specific time of the
year.
• E.g. – Rainy season, summer season, winter clothing.

9. Introductionkeywordplannertool
• It helps you to research keywords for your search
campaigns you can use this tool to discover new
keywords related your business and see estimate of the
searches they receive and the cost of target them.
• Keyword Research And Analysis
• Keyword research is a core SEO task that involve
identifying popular word and phrases people enter into
search engine making in attempt to figure out what to
rank for.
• Keyword analysis is the process of analyzing the keyword
or such phrases that bring visitors to your website
through organize and paid result

10. KeywordDensity
• Keyword density refers to the no. of times a keyword
appears on given web page or within a place of content a
ratio or percentage of the overall word count keyword
density should be 2% to 3%.
• Google Sandbox Effect
• It is basic observation period done by Google in which it
checks weather the website has technical issue or black
hat SEO technique and the time period will be taken us
2-3 weeks its done when the website is live.
• What is SERP
• SERP – SEARCH ENGINE RESULT PAGES
• Search engine result page serve to users when they
search for something online using search engine such as
a Google.

11. On Page Optimization
• Definition – On page optimization is the process of
optimizing parts of your webpages so they rank higher
on search engine and it is an process of tweaking pages
content, tags and internal links to improve search results.
• HTML [Hypertext Markup language]
• HTML is a coding language / programming language.
• HTML is the code that is used to structure a web
page sites content.
• Opening bracket - < ab >
• Closing bracket - < ab >
• Closed - < / >

12. • HTML 
• <html>
• <head>
• <title> digital marketing courses in Pune < /title >
• <description> we are providing best courses in pune
• School of internet marketing < /description>
• </head>
• <body>
• </body>
• <footer>
• </footer>
• </html>

13. Meta Tag Optimization
• Meta tags are snippets of text that describe a pages content the
meta tag don’t appear on the page itself but only in the pages
source code.
• Meta tags are essentially little title content description that help
search engine what the web page is about.
• Title Tag
• A title tag is a HTML aliment that specifies the title of webpage they
are displayed on SERP as a clickable headline for a given result there
is an character limit for title tag 50-70 character including spaces
• Description Tag
• Description tag in HTML is the 160-170 character snippets including
spaces used to summaries a web page content search engine uses
this snippets in search result to late visitors know what a page is
about before they click on it.
•

14. KeywordProximity
• Keyword proximity refers to the distance between the search term
individual keywords.
• E.g. Primary keywords – school of internet marketing
• secondary keywords – digital marketing course in Pune
• Keyword proximity should be 8-10 words.
• What is keyword Mapping
• Keyword Mapping is the process of assigning relevant keyword to
different pages on a website base on through keyword allotting a no. of
keyword to a particular page is known as keyword mapping.
• Image Optimization
• Image optimization is about reducing the file of your content images as
much as possible without sacrificing quality so that your page load
times remain low
• Pingdam Tool
• Website loading time should be 2 to 3 seconds this tool show you the
speed of your website.

15. • Optimzilla Tool
• Is an image compressor which reducing the size
of image without sacrificing the image quality.
Alt Tag
Alt tag also called as Alternative text, alternative
attributes, alternative description.
Alt tag provide better image context description
to search engine crowler helping them to
indexing an image properly.

16. Creating/Uploading Robots.txtfiles
• Robot.txt file is a file in which use instruct web
robot typically search engine robot how to crawl
or index a webpage of their website it is mainly
used for term and condition page and privacy
policy page. Format in Note pad++
• All Bots  *
• All Page  /
• User – agent :Google – bot
• Disallow :/(URL) privacy - policy

17. • User – agent : *
• Disallow : /terms – condition
• Disallow : /privacy – policy
• user – agent : yahoo – slurps
• Disallow : /
• User – agent :google.bot
• Disallow : /assets / image/digitalfile/simlogo
• Bots Names
• Google – Google bot
• Bing - Bing bot
• Baidu - Baido bot
• Yandex - Yandex bot
• Yahoo - Yahoo slurps

18. • What is PA/DA -
• PA stands for Page Authority. DA stands for Domain Authority
• 404 ERROR -
• 404 error means no page found error, URL corrupt, URL delete,
URL wrong.
• 301/302 Redirection -
• A redirection is a way to send both user and search engine to a
different URL from way to another way .
• Canonical Links -
• A canonical links is a HTML aliment that helps webmasters to
prevent duplicate issue in search engine optimization.
• Anchor Text -
• It is a clickable text in a hyperlink it is exact match if it include a
keyword that mirror the page that is being linked the text.

19. • OFF PAGE OPTIMIZATION
• Types Of Link
• 1) Inbound links / outbound links
• 2)Internal links / External links
• 3) No follow links / Do follow links
• 4) Reciprocal links
• Search engines submission – submitting your website to
search engines like Google, Bing and yahoo can help to
improve your websites visibility in search result.
• Directory Submission – Submitting your website to online
directories can help to build backlinks and improve your
websites visibility.
• Social bookmarking submission – sharing your websites
content on social bookmarking sites like Raddit, Digg and
stumble upon can help to increase your websites visibility and
and attract more traffic.

20. • Article submission – writing and submission articles to article
directories can help to build backlinks and improve your
websites visibility.
• Forum link building submission – Participating in online forums
to your websites niche can help to build backlinks and increase
your website visibility.
• Image submission - Image submission is an off-page activity
which simply means to leave the image related to your content
on the website and attract the audience towards it.