The document discusses various Google algorithms and techniques for on-page and off-page search engine optimization. It describes tools for detecting duplicate content, algorithms that aim to improve search quality by penalizing low-quality content, and how updates target issues like sites being "top heavy" with ads. Off-page optimization techniques mentioned include links, social media posting, guest blogging, and broken link repair.

2. • How to check if content used is duplicate or not
• Plagiarism tool : this will find the duplicate content if copied from other website
• Spinbot tool : will help to convert the copied content into new content.
What is Google algorithms
Google's algorithms are a complex system used to retrieve data from its search index and
instantly deliver the best possible results for a query. The search engine uses a combination
of algorithms and numerous ranking signals to deliver webpages ranked by relevance on its
search engine results pages (SERPs).
Why algorithm is introduced by Google
1. It lowers or increases the rank of the website based on some parameters
2. It looks page by page basis and can affect certain parts of page and this finds if someone
duplicated the content, and decreases the rank of website which copied the content.
3. IT IMPROVES THE QUALITY OF SEARCH result TO PEOPLE
Panda algorithm:
1 . Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing

3. Penguin
• released 2012. In 2012 many websites were faced with downgrade their rank because of
this penguin algorithms bcoz they had irrelevant links, spamy links and over-optimized
anchor text so ranking dropped for many websites
Disavow links - tool provided by Google to check the irrelevant links or spamy links that are
backlinked to us. - we need login details of website to check disavow links. If we put those links
and ask google to Disavow, then google will not crawl those links so that our rank is secured.
SEO Spyglass - Tool provided to know all links that are pointed to particular website
It’s a Manual checkup tool where it helps to remove backlink manually. Penguin likes quality
backlinks.
EMD algorithm
aimed to remove low quality, spam sites, and exact match domains from serp.
SEOs would buy domains with exact match keyword phrases, build a site out, but have
extremely thin content with little to no value on them. It was extremely easy to do.
Top Heavy update:
if your ad placement makes your pages “top heavy” with ads, and your content is pushed
down as a result, it can hurt your ranking.Top Heavy Algorithm” the update goes after sites that
are “top-heavy” with ads and sites with little content “above the fold”. Distilled down to its
core, the reason for the update is that Google wants you to make it easier for users to find your
content without having to scroll.

4. Rank Brain
RankBrain is a method of processing search queries in a way that infers a “best fit” for
queries that are unknown to Google. RankBrain is a processing algorithm that uses machine
learning to bring back the best match to your query when it isn’t sure what that query
“means.”. RankBrain is only there to help when Google is unsure of the queries meaning.
Apple - redapple, it is red fruit apple or red apple computer
Sneakers - means also shoes what to show...
in such cases : it might throw a few alternate results into your query set. So instead of 10
fruit related results, you might get 8 fruit related and 2 computer related, or vice versa.
Fred Update: punishes those features more ads and with few content.
Pigeon: Poor on- and off-page SEO
Mobile : Lack of a mobile version of the page; poor mobile usability
HummigBird: Keyword stuffing; low-quality conten Hummingbird helps Google better
interpret search queries and provide results that match searcher intent (as opposed to the
individual terms within the query).

5. Off Page Optimization
What is Mean by Off Page Optimization
“Off-Page SEO” refers to all of the activities that you and others do away from your website to
raise the ranking of a page with search engines
How to do Off page optimization
1. Brand mentions - (your site URL or brand name mentioned on another site without a hyperlink)
2. Image Submission - Pintrest, flicker, instagram etc.
3. Video Submission – youtube, vimeo, Myspace, Flicker
4. Document Submission – Slideshare, PPT, PDF
5. Forum Posting – Quora, Wordpress, Seochat.com
6. Social Bookmarking – Tumbler
7. Commenting – in blogs,
8. Guest Post – There are many blogs where you can write blog on others website as Guest. EX:
Realbharat, Hubspot, Digitalsumit, Yatrasblog
9. Broken Links – To find if there are any links that are backlinked to us or viceversa and fix the
issue. It may be broken due to expiry of hosting.
10. Social Networking
11. News Letters – Sent via email platforms.
Note: if you get backlink from Social Media channels like FB, twitter it is not considered as back
link, but it is a offpage optimization technique.

6. Practice On page techniques
Create FB pages that is usefull for future classes