The document is a comprehensive presentation on Search Engine Optimization (SEO) by Pooja Kulkarni, covering various topics including types of SEO, Google algorithms, keyword research, and optimization strategies. It distinguishes between white hat and black hat SEO techniques, explains the workings of search engines and web crawlers, and provides insights into on-page and off-page optimization methods. Additionally, it discusses tools like Google Webmaster and Google Analytics, as well as local SEO strategies and affiliate marketing concepts.

1. PRESENTAION ON SEO
BY : POOJA KULKARNI

2. CONTENT :
1. SEO
2. TYPES OF SEO
3. GOOGLE ALGORITHM
4. KEYWORD RESEARCH
5. ON PAGE OPTIMIZATION
6. ON PAGE FACTOR
7. SEO CONCEPTS
8. BLACK HAT SEO
9. BLACK HAT SEO METHODS
10.OFF OPTIMIZATION
11.OFF PAGE FACTOR
12.GOOGLE WEBMASTER
13.GOOGLE ANALYTICS
14.LOCAL SEO
15.AFFILIATE MARKETING
16.GROWTH HACKING

3. WHAT IS SEO ?
Search Engine Optimization (SEO) is the activity of optimizing web pages or whole
sites in order to make them search engine friendly, thus getting higher positions in
search results.
SEO techniques are classified into two broad categories:
• White Hat SEO - refers to the usage of optimization strategies, techniques and
tactics that focus on a human audience opposed to search engines and completely
follows search engine rules and policies
• Black Hat SEO - Techniques that search engines do not approve and attempt to
minimize the effect of these techniques are also known as spamdexing.

4. Search Engine Working :
Search Engine refers to a huge database of internet resources such as web
pages,
newsgroups, programs, images etc. It helps to locate information on World Wide
Web.
Web crawler :
It is also known as spider or Google bots. It is a software component that
traverses the web to gather information.
The search engine looks for the keyword in the index for predefined database
instead of going directly to the web to search for the keyword.
It then uses software to search for the information in the database. This software
component is known as web crawler.
Once web crawler finds the pages, the search engine then shows the relevant web
pages as a result.

5. GOOGLE ALGORITHM :
1. Panda :
Google Panda is a change to Google's search results ranking
algorithm that was first released in February 2011.
It’s all related with “quality content” in
your website.
Quality Content:
• Your content must be unique.
• User friendly/ user engaging.
• No Keyword Stuffing
• Keyword density must be 2-3 % only

6. Google Penguin :
Google launched the Penguin Update in April 2012 .
It’s all related to “Quality links” in your websites (Real time algorithm).
 Quality Links :
• High authority site Link
• Relevant link building
 Avoid :
• Paid link building
• Spam link building
• Irrelevant link building

7. Humming Bird :
Google Hummingbird launched in September 2013.
It gives you fast and accurate result of your queries in search engine. It analyses of
each and every word meaning and gives you the answer.
Pigeon :
• Launched on July 24, 2014 for U.S. English results, the “Pigeon Update” is a new
algorithm to provide more useful, relevant and accurate local search results that
are tied more closely to traditional web search ranking signals.
• Google stated that this new algorithm improves their distance and location ranking
parameters.

8. Mobile :
• Launched On April 21, 2015, Google released a significant new mobile-friendly
ranking algorithm that’s designed to give a boost to mobile-friendly pages in
Google’s mobile search results.
Rankbrain :
• Launched on oct 25, 2015 . This algorithm is a part of goggles' hummingbird
Algorithm. It helps Google to understand the meaning behind queries and serve
the best matching result.
Possum :
• Launched on sep 1, 2016. The possum update ensure that the local search result
may vary depending on the searcher’s location.
Fred :
• Launched on march 8, 2017. this algorithm target website that violate google
webmaster guidelines. The majority of affected sites are blogs with low quality.

9. KEYWORD RESEARCH :
• A keyword is a term that is used to match with the query a person enters into a
search engine to find specific information
Types of keyword in SEO:
1. Short tail keyword: 2,3 words per Keyword
For Ex. 1. Hotel in pune
2. Samsung mobile phone
2. Long tail keyword: 3,4 and more
For Ex. 1. Best veg-non veg hotel in pune
2.Samsung mobile phones under 10000 rupees

10. • Best Places to Put Keywords
Here is a list of places where you should try to use your main keywords.
• Keywords in the <title> tag(s).
• Keywords in the <meta name="description">.
• Keywords in the <meta name="keyword">.
• Keywords in <h1> or other headline tags.
• Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
• Keywords in alt tags.
• Keywords in <!-- insert comments here> comments tags.
• Keywords in the URL or website address.
• Keyword Research and competition Tools :
1. Keyword planner (for keyword research)
2. Spy-Fu
3. K- Meta

11. ON PAGE OPTIMIZATION :
• On-page SEO is the practice of optimizing individual web pages in order to rank
higher and earn more relevant traffic in search engines.
• On-page refers to both the content and HTML source code of a page that can be
optimized, as opposed to off-page SEO which refers to links and other external signals.
Meta Tags Optimization :
Meta tag provides metadata about Html page or web-page. In other words it gives
some information about our Html page. Metadata is not displayed on web-page but
when you search any keyword on search engine it will display.
Why use meta tag :
It is used for specify page description, keyword, author of page, last modify, index
page by search engine or not.
Important Factors while doing on page SEO :
1. URL
2. Heading
3. Image
4. Context
5. Internal & External Link

12. META TITLE :
• Length: It should be a maximum of 60 characters long, i.e. Google usually displays
the first 50 to 60 characters of a title tag.
• Keyword placement: Place the targeted keyword at the start of your title and keep
the least important words at the end.
• Keyword separation: Use vertical lines or pipes to separate targeted keywords and
phrases, i.e. avoid the use of commas, underscores, dashes, etc.
• Don't repeat title tags: Write different titles for different pages, i.e. don't place the
same title on multiple pages.
• Simple: Your targeted keyword or phrases should be simple and short, i.e. avoid the
worlds such as if, and, then, but, etc.
• Website or company name: Don't use website or company name in the title tag
unless it is very popular or part of your important keywords

13. META DESCRIPTION :
The meta description is the short paragraph of text placed in the HTML of a webpage
that describes its content. The meta description will then appear under your page’s
URL in the search results. This is also known as a snippet.
For Example :

14. On-Page Factors :
1. Sitemap
A site map (or sitemap) is a list of pages of a web site. Site maps used during the
planning of a Web site by its designers. Human-visible listings, typically
hierarchical, of the pages on a site. Structured listings intended for web crawlers
such as search engines.
• XML sitemap:
A XML(extensible mark-up language) sitemap protocol is specifically
intended for search engine spiders. At its root, XML is a file that includes all the
behind the scenes activity on a web site. Not just the site’s main URL, but all the
URLs within the site along with the associated metadata.
• HTML sitemap:
HTML(hypertext mark-up language) is just a general overview of the site, just
the pages and info a user needs to be concerned with.
Tool:
1. Sitemap generator

15. Canonical tags :
• The canonical tag is a page level meta tag that is placed in the HTML header of a
webpage. It tells the search engines which URL is the canonical version of the page
being displayed. It's purpose is to keep duplicate content out of the search engine index
while consolidating your page’s strength into one ‘canonical’ page.
Example:
Multiple Url pointing to same content caused Duplicate issues. For ex.
Following three url having same content to solve this issue we use canonical tag
• www.victoriousdigital.in/Index
• https://www.victoriousdigital.in
• victoriousdigital.in
Redirection:
• A redirect is a way to send both users and search engines to a different URL from
the one they originally request
301 Redirect :
301 (Permanent Redirect) should be used to clearly indicate a permanently moved
page and to avoid confusing search engines.
302 Redirect :
A 302 (Temporary Redirect) Temporary Redirect one Url to another Url

16. SSL (Secure Socket Layer)
SSL layer is used to boost ranking of your website. SSL Stands for “Secure Socket
Layer”.
It is the industry standard for web security technology and is accepted globally.
Robots.txt
The robots exclusion standard, also known as the robots exclusion protocol or
simply robots.txt, is a standard used by websites to communicate with web crawlers
and other web robots.
For Ex.
User-Agent: *
Disallow:
Keyword Density :
Keyword density is the percentage of times a keyword or phrase appears on a web
page compared to the total number of words on the page.
Formula: (Number of keywords/ Total number of words) * 100
404 error / Page Not Found :
The HTTP 404 Not Found Error means that the webpage you were trying to reach
could not be found on the server. It is a Client-side Error which means that either the
page has been removed or moved and the URL was not changed accordingly

17. SEO CONCEPTS
BOUNCE RATE : The percentage of visitors to a particular website who navigate away
from the site after viewing only one page.
NOTE : Bounce rate should be Low.
Bounce Rate = One page visit/total visit *100
SANDBOX EFFECT : The Google sandbox refers to a commonly held belief that
Google has a filter that places all new websites under restrictions for a certain amount
of time to prevent them from ranking in searches
GOOGLE PENALTY : A Google penalty is the negative impact on a website's search
rankings based on updates to Google's search algorithms and/or manual review.
PAGE RANK : PageRank (PR) is an algorithm used by Google Search to rank
websites in their search engine results.
DOMAIN AUTHORITY : is a measure of the power of a domain name and is one of
many search engine ranking factors. Domain authority is based on three factors: Age,
Popularity, and Size.
PAGE AUTHORITY : is a score developed by Moz that predicts how well a specific
page will rank on search engine result pages (SERP)

18. INBOUND LINK : is a hyperlink on a third-party web page that points to a web page on
your site.
OUTBOUND LINK : It is basically link on your website that points to the link of another
website.
LINK BUILDING : refers to the process of getting external pages to link to a page on
your website.
DO- FOLLOW LINK : Do follow link passes link juice and they definitely help you
much, in order to achieve good page rank. As it instructs search engine spiders to
follow this link
NO-FOLLOW LINK : These links don’t play any role in improving Seo ranking or
visibility of your website. By adding above attributes, crawlers or bots simply ignore
the links & doesn’t pass link juice to it. Thus those links are not indexed in SERP.
BLACK HAT SEO :
black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics
that focus only on search engines and not a human audience, and usually does not
obey search engines guidelines.

19. BLACK HAT SEO METHODS :
1. Unrelated Keyword : added irrelevant keywords to get extra page hits.
2. Keyword Stacking and Keyword Stuffing:
Repeat keywords to the extent that it reads like gibberish in a sentence or image alt
text.
Example: "Picture frames picture frames pictures pictures pictures.“
3. Tiny Text, Hidden Text, and Hidden Links : Put illegible text at the bottom of the
page, make the text the same colour as the background, or format text or images that
are visually undetectable as links.
4. Cloaking : Present search engines with one set of content and site visitors with
another, tricking visitors from search engines into experiencing a page of substantially
different content.
Example: A user searches for "happy octopus", clicks on a search result that appears
to be about sea creature psychology, and is greeted with pornography.
5. Duplicate Content or Mirror Site : Copy a substantial amount of content from
another website, with or without permission.
6. Blog Spam or Comment Spam: Automatically post links as comments on blogs to
increase the number of inbound links.

20. OFF PAGE ACTIVITY :
• Search Engine Submission
• Business Listings
• Photo / Image Sharing
• Video Sharing
• Social bookmarking
• Directory Submissions
• Free Classifieds Submissions
• Guest Postings
• Article Submission
• Forum Posting

21. GOOGLE WEBMASTER :
Google Webmaster Tools (GWT) is the primary mechanism for Google to
communicate with webmasters. Google Webmaster Tools helps you to identify issues
with your site and can even let you know if it has been infected with malware (not
something you ever want to see, but if you haven’t spotted it yourself, or had one of
your users tweet at you to let you know, it’s invaluable).
GWT Gives :
• Complete website performance
• Webmaster issues
• Google index status
• Crawling status
• Crawling error
• Add and remove website content etc

22. GOOGLE ANALYTICS :
• How to generate Google analytics code :
1. Open Google analytic account using Gmail id
2. Add Website OR Mobile App
3. Fill All fields websites details
4. Copy Tracing id OR Code
5. Place this code in website footer OR header file
Google Analytics Tool gives you a real time Section,This section shows you real time
stats of your website's visitor. The real time tab can help you get more granular in your
analysis by segmenting by location, traffic sources, content, events, and goals.
• Different tab for different goals such as
1. Audience 2. Acquisition 3. behaviour 4. conversion
• You can track the conversions and generate reports in google analytics tool

23. LOCAL SEO :
Importance Of Local Seo :
Local SEO is an effective way to market your business online. It helps businesses
promote their products and services to local customers at the exact time they’re looking
for a local business. Local SEO uses a variety of strategies.
Getting your site ranked on search engines like Google, business directories such as
Yelp, Super pages, Foursquare, Yellow book, Google My Business listing, Bing Places
for
Business page, localized content on your website, online reviews and other strategies.
Submission To Google My Business :
Adding or Claiming Your Business on Google My Business
• Go to Google My Business. Click “Get on Google”
• Enter Your Business Name and Address in the Search Box.
• Select or Add Your Business. Click on your business listing if it appears among the
suggested matches.
• Verify Your Business.
• Confirm your Business.

24. AFFILIATE MARKETING :
Marketing your products or services you recommend to people (your blog audience,
followers or people you know).
How do you really make money online?
There are two essentially ways to make money online:
• You can sell or promote your own products and services
• You can sell or promote someone else products and services and get paid for it.
• Learn how to market products before creating your own!
• FYI – From what we have learned eventually you want to sell your own products and
services, if you want to earn six-figures or more.
There are 3 Steps to Affiliate Marketing
1. You recommend a product or service to your followers or friends
2. Your followers or friends click the affiliate link you sent or direct them to.
3. Your followers or friends purchase a product or service through the affiliate link and
you get commission from those purchases.

25. GROWTH HACKING :
• It’s just a theory to make your business popular . Growth hacking refers to a set of
both conventional and unconventional marketing experiments that lead to growth
of a business.
• growth hackers approach marketing with a focus on innovation, scalability, and user
connectivity.
• In growth hacking the company attract user by giving them compensation , offer or
discounts .
• In growth hacking we tries to reach more users and increase traffic or sell products
by using techniques like A/B Testing.
Example :
the offer of more storage by Drop box to users who referred their friends.

26. THANK YOU