1) SEO stands for search engine optimization and involves optimizing webpages and their content to rank higher in search engines and drive more organic traffic. This includes on-page techniques like optimizing title tags, keywords, and links as well as off-page techniques like building backlinks. 2) There are white hat and black hat SEO strategies. White hat follows search engine guidelines and includes quality content and fast site speeds. Black hat manipulates rankings through forbidden tactics like invisible text and keyword stuffing. 3) On-page SEO optimizes individual pages while off-page SEO involves external link building and social media engagement. Proper SEO is important for visibility, lower marketing costs, and

1. DIGITAL MARKETING
UNIT 2
SEARCH ENGINE
OPTIMIZATION
Dr. KANCHAN KUMARI
FACULTY OF INTERNATIONAL BUSINESS &
MANAGEMENT

2. SEARCH ENGINE OPTIMIZATION
INTRODUCTION
SEO means Search Engine Optimization and is the process used to
optimize a website's technical configuration, content relevance and link
popularity so its pages can become easily findable, more relevant and
popular towards user search queries, and as a consequence, search engines
rank them better.
Example- The most common example of on-page SEO is optimizing a piece
of content to a specific keyword. For example, if you're publishing a blog
post about making your own ice cream, your keyword might be “homemade
ice cream.” You'd include that keyword in your post's title, slug, meta
description, headers, and body.

3. HOW SEARCH ENGINE OPTIMIZATION WORKS
• On-page SEO strategy focuses on optimizing the content hosted on your own
website, so things like your title tags, page content, site speed and more. To optimize
this content, you need to understand the relevant keywords your audience is looking
for and use that as a guide to build your site content.

4. SEARCH ENGINE OPTIMIZATION PROCESS

5. BLACK HAT SEO & WHITE HAT SEO

6. BLACK HAT SEO
• Black hat SEO is the practice of going against search engine guidelines to
manipulate SERPs (search engine results page) for higher rankings. Marketers
found to be using black hat SEO methods can be issued Google penalties, be wiped
from search engines or see metrics completely drop.
• Examples Of Black Hat SEO and Why They are Dangerous. Common examples of
black hat SEO strategies include the use of invisible text, doorway pages, keyword
stuffing, page swapping, or the addition of unrelated keywords to a page.

7. WHITE HAT SEO
• white hat SEO refers to any practice that improves your search rankings on a
search engine results page (SERP) while maintaining the integrity of your website
and staying within the search engines' terms of service. These tactics stay within
the bounds as defined by Google.
• Example of white hat SEO - Offering quality content and services. Fast site loading
times and mobile-friendliness. Using descriptive, keyword-rich meta tags.

8. IMPORTANCE OF SEO
• Cost effective and marketing strategies
• Credibility and trust
• Adaption to changing algorithm
• Improving user experience
• Enhancing online visibility
• Quality traffic generation
• Mobile optimization
• Data Driven decision making

9. SEO ON PAGE
• On-page SEO (also called on-site SEO)
• It is the process of optimizing webpages and their content for both search engines
and users.
• It can help rank pages higher on Google and drive more organic traffic.
• Common tasks associated with on-page SEO include optimizing for search intent,
title tags, internal links, and URLs

10. SEO OFF PAGE
• Off-Page SEO -Off-page SEO
• It includes activities done off of a website in an effort to increase the site's search
engine rankings.
• Common off-page SEO actions include building backlinks, encouraging branded
searches, and increasing engagement and shares on social media.

11. IMPORTANCE OF GOOGLE WEBMASTER TOOL
• A webmaster is essentially the team behind the scenes responsible for making sure a
business always has its presence online.
• The typical business owner doesn't have the time or know-how to track all of the
important technical elements of online uptime
• Google Webmaster Tools helps you to identify issues with your site and can even let
you know if it has been infected with malware.

12. THANK YOU !
Dr. KANCHAN KUMARI