The document explains the function and components of search engines and provides a comprehensive overview of Search Engine Optimization (SEO) techniques, including on-page and off-page strategies. It covers key elements such as keyword placement, meta tags, URL structure, and content optimization while addressing SEO practices like avoiding duplicate content and managing broken links. Additionally, it highlights the importance of ranking factors, tools, and techniques to enhance website visibility and traffic through effective SEO methods.

2. What is Search Engine
▪ A search engine is a web-based tool
(or a website) that enables users to
locate information on the World Wide
Web. Popular examples of search
engines are Google, Bing, Yahoo!

3. Crawler ( Spider, Bot )
▪ This component helps the search engines collect the data from internet.
▪ cache:www.website.com
Indexer
This component categorizes the data collected by crawler and store in different databases.
Total pages in Google Index from given domain
-Site:www.website.com

4. How search engines work

5. What is SEO?
▪ SEO – stands of Search Engine Optimization.
▪ It's an skillset to improve the visibility of website
on organic search results to drive targeted traffic
from Search Engine.
▪ It is also called as natural results or organic
results.

6. Forms of SEO
SEO is divided in to 2 forms
▪ On Page SEO
▪ Off Page SEO

7. Types of SEO

8. Black Hat
CLOCKING DUPLICATE CONTENT
KEYWORD STUFFING

9. Black Hat

10. Meta Tag : Title
• Google only recognizes 60 to 70 characters with spaces
included.
• Meaningful & relevant with page content.
• Place the most important keywords for that page in the
title tag first and keep them as close to the beginning of
the tag as possible.
• Keep non-keyword terms to a minimum. ( Brand name or
offer )
• Try to avoid stop words.
• Each page should have a unique title focusing on the
keywords for that page.
• Don’t keep duplicate title tags. Use unique for every
page.

11. Meta tag: description
• The Meta description is almost as important as the title tag when it comes to converting
clicks because this small snippet of content will tell the user whether to click or not, is
your link worth clicking on.
• Ideally, once a user reads your title tag they will then read your meta description and it
will entice them enough to click to your page.
• Descriptions should be written with a marketing style of writing.
• Use this tag smartly. Describe your page content and try to use your most competitive
keywords in the text. Use no more than 160 characters.
• Descriptions should be between 25 and 40 words.

12. Keyword / Keyphrase Placement
Here is a list of places where you should try
to use your main keywords.
❖Key phrase in the <title> tag(s).
❖Key phrase in the =meta description">.
❖Key phrase in <h1> or other headline tags.
❖Key phrase in the body copy.
❖Key phrase in alt tags of the images
❖Key Phrase in the First Paragraph of the content
❖Key phrase in the Slug/permalink

13. Meta keyword tags
▪ Add not more than 5 keywords or key phrases.
▪ Google has ruled out the use of Meta Keyword tag for ranking factor but it helps in
ranking for other top search engines.
Tool: http://www.seomofo.com/snippet-optimizer.html

14. Page naming / URL structure / Permalinks
❖ It is always better to use keywords in Page URL.
❖ Include two to three keywords in URL.
❖ Don’t include any special characters, numbers & symbols.
❖ URL should signify the product or nature of service which we are offering.
❖ Keep URL short, Clean and easy to read.
❖ Hyphens are best separators
❖ Don’t be case sensitive, stuff keywords
❖ Do not use underscore (_) while separating the keywords

15. Meta tag h1
● H1 tag is the title or headline of a particular page.
● The most important heading tag is the h1 tag and least important is the h6 tag.
● In HTML coding the header tags from h1 to h6 form a hierarchy. This means that if you skip
any of the tag numbers (ie. jump from 1 to 3) the heading structure will be broken, and this
is not ideal for on-page SEO.
● Use H tags with each of your main article headings / sections. Use h1 for the main headings
and the rest in h2, h3, h4 and so on.
● Try use your keywords in the headings and highlight them in the eye of search engines with
these H tags.

16. Meta heading tags
Heading Tags
▪ H1, H2, H3, H4, H5, H6
Important Must know
▪ Commonly used Heading tags - H1, H2, & H3
▪ One H1 tag per page should be implemented.
▪ Insert one seed keyword in H1 tag
▪ Use H2 as an alternative to h1 tag.
▪ Synonyms in H2 and H3 tags.

17. Alt tags and optimizing images
• Text on the image should describe what the image is and incorporate keywords accordingly.
• Alt tag is essentially naming of an image. Use keyword Phrase in the name of your image.
▪ Compress the image size before uploading to your website.
▪ Always use .jpg, .gif .png images
▪ Rename image with keyword or similar
▪ Get traffic to your website from Google image search.

18. Alt tags Purpose
Alternative (Alt) Text is meant to convey the “why” of the image as it relates to the content of a
document or webpage.
It is read aloud to users by screen reader software, and it is indexed by search engines. It also
displays on the page if the image fails to load, as in this example of a missing image.
This text helps screen-reading tools describe images to visually impaired readers and allows search
engines to better crawl and rank your website.
They are also used in social media when we post a image

19. Anchor text
Anchor text is a visible and clickable text in a hyperlink displayed in a web page. The
word contained in the anchor text helps to determine the ranking that page will receive
from search engines.
Anchor should normally be below 60 characters. The keywords in anchor text are one of
the many signals search engine use to analyze the topic of a webpage.
Exact Match Anchor Text: An Exact match anchor has the same keywords highlighted as
the targeted keyword of a webpage.

20. Anchor text
Backlink Anchor Text:
A backlink anchor text is link from another website to your website. The anchor text of these
Backlinks help search engines determine the most relevant keywords a web page should rank
for.

21. Anchor text
Spammy Anchor Text:
A spammy anchor text is a link with an anchor
text that has no relationship to the page it exists
on or the page it is linking to.
Spammy anchor texts are a common black hat
SEO tactics to either temporarily rank for
competitive keywords such as "payday loans" or
"buy xyz" but can also be used as a tool to harm
a competitor's website or individual through
negative SEO and Google bombing.

22. Keyword proximity
Keyword proximity refers to the distance between the search term's individual keywords.
Eg: “digital marketing course in Bangalore”
Learn Digital Marketing course from one of the leading training institute in Bangalore.

23. Keyword prominence
Keyword prominence refers to how prominent your keywords are within key elements of
your web page.
Specifically, how close to the beginning of the page’s TITLE tag, heading tags (H1, H2,
H3, etc.), and meta DESCRIPTION, your keyword phrase is placed.
You should always put your most important keyword phrase at the very beginning of your
TITLE, DESCRIPTION, and H1 and H2 tags.
Also try to begin your first and last sentences of body copy with the important keyword
phrases.
This is one of the methods that is used for search engine optimization.

24. Keyword prominence
• Title
• Description
• Permalink
• Headline
• Alt Tag
• Content

25. Keyword Density
It is the percentage of times a keyword or
phrase appears on a web page compared to
the total number of words on the page.
In the context of search engine optimization
keyword density can be used as a factor in
determining whether a web page is relevant
to a specified keyword or keyword phrase.

26. Keyword Density
K Density = your keyword density
Rkw = how many times you repeated a specific words
Tw = total words in the webpage
Eg:
Keyword density = (Rkw / Tw) x 100
= (5/ 500) x 100
= 0.01 x 100
= 1
Keyword density = 1% !!!

27. Keyword Density Tools
Tool to check keyword density
▪ http://www.webconfs.com/seo-tools/keyword-density-checker/
▪ SEOQuake – Chrome Extension
▪ Yoast SEO (WordPress Plugin)

28. Keyword Cannibalization
Keyword cannibalization refers to the targeting of the same keyword, term or phrase on
multiple pages of your website.
Each page of your website should be focused on one primary keyword to get google rankings.
If the keyword is repeated on multiple pages then google get confused and it doesn't help in
your rankings.

29. URL Canonicalization
Canonicalization is the process of picking the best URL when there are several Choices, and it
usually refers to home pages.
Eg:
– www.rrbakers.com
– www.rrbakers.com/index.html
– rrbakers.com
– rrbakers.com/index.html
The changes or redirections can be done with the help of HT access files.
HTML fix : <link rel="canonical"href="http://www.rrbakers.com/"/>
In technical terms it is also known as 301 redirect.
EX: learndigital.co >> www.learndigital.co

30. Content optimization
The process of developing a website is to generate relevant traffic to website and give more
information about our business to the targeted audiences. Content plays a vital role for any
website.
Steps to Perfectly Optimizing Any Content
• Content should be unique and fresh
• Content should be updated according latest standards
• Content should match user requirement
• Create quality and user friendly content
• Produce Calls-To-Action
• Optimize Engagement With Visuals
• Optimize images and videos

31. Content optimization
• Content is king is SEO
• Minimum 2000 words in a page is considered a optimum page.
• Include 1.5 % of the keyword density.
• Use your targeted keyword in the first paragraph of the content.
• Content should be unique.(80%)
• Never copy content from other website.
• Regularly update your content

32. Internal | Inbound Links
• Internal Links:
Internal links are links that go from one page on a domain to a different page on the
same domain. They are commonly used in main navigation. Internal linking will help
you to engage your customers within the website. Internal linking will also help you to
control the bounce rate as well.
An inbound or internal link is a type of hyperlink on a webpage to another page or
resource,
such as an image or document, on the same website or domain.
These type of links are useful for three reasons:
❖ They allow users to navigate a website.
❖ They help establish information hierarchy for the given website.
❖ They help spread link juice (ranking power) around websites.

33. External links | Outbound Links
• External links are defined as one links from one website to another website. Adding links to
relevant external high quality website builds a good relation in the eye of search engines
and this trust will help the websites to get higher positions on search engines.
▪ External Links are hyperlinks that point at (target) any domain other than the domain the
link exists on (source).
▪ In layman's terms, if another website links to you, this is considered an external link to your
site.
▪ Similarly, if you link out to another website, this is also considered an external link /
outbound link.
▪ An outbound link, also called an external link, is a link from your website to a different
website. An outbound link for you is an inbound link for someone else. If a link takes
readers to another page on the same website, it's called an internal link.

34. Factors for Ranking a Website
Domain Level Factors
-- Keyword Domain Name, Subdomain with keyword
-- Domain Age
-- Domain Privacy
-- Domain History & Ownership
-- TLDs

35. Factors for Ranking a Website
Page Level Factors
-- Keywords in meta tags, Title, Descriptions, URL
-- Content length
-- Page Links
-- Page load speed
-- Image Optimization
-- Content Recency
-- Keyword Density

36. Factors for Ranking a Website
Site Level Factors
-- Valuable & Reliable content
-- Contact info
-- Https
-- Privacy policy
-- Terms & Conditions
-- Domain Trust
-- Site map
A site map is a list of pages of a
web site within a domain.
-- Site navigations

37. Robots.txt file
Robots.txt is a text file webmasters create to instruct web robots (typically search engine
robots) how to crawl pages on their website.
Basic format:
User-agent : [user-agent name] /
Disallow: [URL string not to be crawled] /
Allow: /download/builders.ppt
• What is it?
• How to utilize it
• Don't get confused

38. Robots.txt file
• It’s like the front door to your house!
• Can block search engine robots, or let them
see that your want them to see.
– Great for hiding duplicate content on your
site!
– Other features as well we'll get into later.
• Remember it has an impact on link juice!

39. Robots.txt file

40. Robots.txt file
• To control what search engine crawler access in our website like private and confidential
information
• Rules: Index and No Index or Allow and Disallow
• Example
• Bank website want to block all internal pages
• Ecom websites with Payment gateway page
• All Search engines accept this file rules.

41. Optimize robot.txt

42. What are we doing with this information
• Build a robots.txt file to hide duplicate content
• Upload the robots.txt file to the website.
• Check the file using Google Webmaster Tools!!!
Tool:
http://www.robotstxt.org
http://tools.seobook.com/robots-txt/generator/

43. AMP
Accelerated Mobile Pages
AMP is an open source HTML framework developed by the AMP Open Source Project.
It was originally created by Google as a competitor to Facebook Instant Articles and
Apple News. AMP is optimized for mobile web browsing and intended to help
webpages load faster.
Created by: Google - Launched: October 7, 2015.
Plugin - Amp for WordPress
Validation - https://technicalseo.com/seo-tools/amp/

44. No follow links
Nofollow links attributes do not allow search engine bots to follow link.
▪ That means if the website owner is linking back to you with Nofollow attributes, it
does not pass on link juice (ranking signals).
▪ Only Humans when they click on the link, they will be able to follow the links.
▪ Though some time back Google made it clear that they don’t consider Nofollow link
attributes but weightage of such links are really less.
▪ Even though, it’s a good practice to use Nofollow link attribute to those link, where
you don’t want to pass link-juice.

45. No follow links

46. Types of no follow links
Robots Meta Tag : <meta name=”robots” content=”nofollow” />
This tells bots/crawlers/spiders not to follow links on the full page.
Link Attribute : <a href=”http://www.google.com” rel=”nofollow”>
This tells search engines not to count the link in terms of ranking pages.

47. SEO Onpage Factors
• Page speed analysis
• Page title
• Meta Description
• URL Structure
• URL Canonicalization
• Headings
• Content
• Internal links
• ALT text for images
• External links
• Anchor text
• Do follow & no follow tags
• Sitemap.xml
• Robots.txt
• AMP
• Schematic MarkupPS

48. Ranking Signals
• Domain Age
• Keyword in domain
• Country gTLD
• Outbound Link Quality
• No. of Pages
• Server Location
• SSL Certificate
• YouTube
• Social Shares
• CTR
• Bounce Rate
• Direct Traffic
• Local Search
• Session Duration

49. http vs https
▪ Hypertext Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the
protocol over which data is sent between your browser and the website that you
are connected to.
▪ The 'S' at the end of HTTPS stands for 'Secure'. It means all communications between
your browser and the website are encrypted.
▪ August 2015 Google officially announced that switching website over to HTTPS will
give you a minor ranking boost.
▪ Why? Google prefers sites that are trusted and certified.

50. Duplicate content
Duplicate content generally refers to substantive blocks of content within or across domains
that either completely match other content or are appreciably similar.
1. URL Variations
2. HTTP vs. HTTPS or WWW vs. non-WWW pages
3. Scraped or copied content
How to Fix?
1. 301 redirect
2. rel="canonical“
Tools
1. https://www.duplichecker.com/
2. http://smallseotools.com/plagiarism-checker/
3. http://www.copyscape.com/

51. Setting up you xml map
What is XML?
XML stands for eXtensible Markup Language.
XML was designed to store and transport data.
• Using Yoast SEO XML Sitemap
• Submitting Your Sitemap Using Google
• Webmaster Tools / Search Console

52. Creation of xml site map
1. XML sitemap is mainly for search engines
2. An XML sitemap file is a file with list of information of each URL of a website, which
allows search engines to crawl the site more intelligently.
Tool to generate XML Sitemap
https://www.xml-sitemaps.com/

53. Broken links
What is a broken link, and what causes it?
A broken link is a link that doesn't work, often resulting in an error page.
A broken link happens when the link points to a web page that has been deleted or
moved.

54. Redirects & Plugins
❖ 200 – Ok
❖ 301 – Redirect
❖ 302: Web page Temporary redirect
❖ 403: Web page forbidden (unauthorized response)
❖ 404: Web page file not found (broken links) - Custom 404 Page
❖ 500 – Server Internal Error
---------------------------------------------
WordPress Security Plugins
• Back up –updraft plus / wp time capsule/ all in one migration
• Security – Wordfence/Shield Security
• WPS hide – to change login ur

55. Custom 404 implementation
• You can rely on your server to return a standard 404 page, but it might not be attractive,
and won't be branded with your website. A custom 404 page can be branded with your
site and provide helpful information.
• If you have access to your server, we recommend that you create a custom 404 page. A
good custom 404 page will help people find the information they're looking for, as well as
providing other helpful content and encouraging them to explore your site further.
• They mistyped the Web address (URL) of the page they were trying to reach.
• They followed a link to a page that no longer exists on your site.

56. What is breadcrumbs ?
Breadcrumb navigation, or breadcrumb trail, is an aid that allows website visitors to keep
track of their location within the hierarchy of the website.
Home > Interior Page > Subsection of Interior Page
A breadcrumb is a small text path, often located at the top of a page indicating
where the user is on the site. On yoast, for instance, the path to our Yoast SEO plugin page
is Home > WordPress Plugins > Yoast SEO for WordPress. This breadcrumb trail immediately
shows you where you are.
There are three types of Web breadcrumbs:
1. Location: location breadcrumbs are static and show where the page is located in the
website hierarchy.
2. Attribute: attribute breadcrumbs give information that categorizes the current page.
3. Path: path breadcrumbs show users the steps they took to end up on current page.

57. Social Media Icons
It is always better to showcase your social media business
pages, so that customers knows where to find you, and how
actively participating with you customers.
More possibilities to increase likes, followers and
subscribers.

58. Social sharing buttons
Sharing is always caring, having social share
buttons, help the website users to share your
product or service or content to their social
profile, such as Facebook, Twitter, Google+
LinkedIn etc.
Google love social signal, and recommend it as
a very important ranking factors.

59. W3c validation
❖ W3C stands for “Wide Web Consortium,” which is essentially a company that develops
standards for code on the web.
❖ If you are going to use W3C validation, it means that you are making sure your website is
up to the coding standards set out by the Wide Web Consortium—it checks the HTML
code for proper markup.
❖ If you validate your site and are following these standards, the idea is that your website
will have the best chance of working on different browsers.
❖ URL: https://validator.w3.org/

60. Important points for seo
❖ After optimizing the website according to SEO standards only the make your website live
into the server.
❖ SEO ranking depends on keyword traffic and how good SEO optimization is done on the
website
❖ Check your website loading time both in desktop and mobile
❖ SEO is a lengthy process
❖ Responsive website is important factor

61. Onpage SEO Tools
❖ http://www.title-generator.com/
❖ https://seopressor.com/blog-title-generator/
❖ https://coschedule.com/headline-analyzer
❖ https://www.portent.com/tools/title-maker
❖ http://www.aminstitute.com/headline/
❖ http://tweakyourbiz.com/tools/title-generator/
❖ http://www.webconfs.com/seo-tools/keyword-density-
checker/
❖ SEOQuake – Chrome Extension
❖ Yoast SEO (WordPress Plugin)
❖ http://tools.seobook.com/robots-txt/generator/
❖ https://www.duplichecker.com/
❖ http://smallseotools.com/plagiarism-checker/
❖ http://www.copyscape.com/
❖ https://www.xml-sitemaps.com
❖ http://www.seomastering.com/keyword-density-analyzer.php
❖ http://seotools.seozy.com/tools/keyword-density-checker/
❖ http://www.seobay.com/tools/keyword-density-checker/
❖ http://www.seocentro.com/tools/seo/keyword-density.html
❖ http://seochat.com/seo-tools/keyword-density
❖ http://www.webconfs.com/keyword-density-checker.php
❖ http://www.webcaretech.com/search-marketing/search-engine-
optimisation/

62. Any Questions