The document provides an overview of essential SEO terminology including web hosting, domain names, and the workings of search engines. It explains the importance of SEO, particularly on-page and off-page techniques, and delves into aspects like keyword optimization, meta tags, and site structure. Additionally, it covers technical elements such as redirects, robots.txt files, XML sitemaps, and factors affecting website performance like bounce rate and the sandbox effect.

1. Presentation On SEO Terminology
BY : POOJA KULKARNI

2. Hosting & Domain
Hosting and domain are the two things which
we need for launching our website.
1. Hosting is the place where your websites fill
will be stored.
2. Domain is the name of your site.

3. What is domain?
• A domain name is your website name. A domain
name is the address where Internet users can access
your website. A domain name is used for finding and
identifying computers on the Internet. Computers use
IP addresses, which are a series of number. However, it
is difficult for humans to remember strings of numbers
• Eg: www.abc.com
• IP Address: 77.104.142.128
• What is Domain ?
Domain Is unique name that identifies a website.

4. What is hosting?
• Hosting (also known as Web site hosting,
Web hosting, and Webhosting) is the business
of housing, serving, and maintaining files for
one or more Web sites. More important than
the computer space that is provided for Web
site files is the fast connection to the Internet.
• What is Hosting ?
Web hosting is service providing space on
internet for websites.
• Ex. Godaddy.com, Net4.in, Doteasy.com

5. What is Search Engine?
Search engine is a service that allows Internet users to search for
content via the World Wide Web (WWW). A user enters keywords
or key phrases into a search engine and receives a list of Web
content results in the form of websites, images, videos or other
online data. The list of content returned via a search engine to a
user is known as a search engine results page (SERP)
• Google.
• Bing.
• Yahoo.
• Ask.com.
• AOL.com.
• Baidu.
• Wolframalpha.
• DuckDuckGo.

6. Search Engine Work
Crawler: It is program(software). A Web crawler, sometimes called a spider or
robot. Web crawlers help in collecting information about a website and
the links related to them.
Crawling: The search engines have the web crawler or spiders to perform
crawling. The task of crawler is to visit a web page, read it and follow the
links to other web pages of the site. Each time the crawler visits a
webpage it makes a copy of the page and adds its URL to the index
Indexing: An index is another name for the database used by a search engine.
Indexes contain the information on all the websites that Google (or any
other search engine) was able to find. If a website is not in a search
engine’s index, users will not be able to find it.
Retrieval: The last step in search engine activities is retrieving the best
matched results. Basically, it is nothing more than simply displaying them
in the browser.

7. What is SEO?
Search engine optimization (SEO) is the practice of
increasing the quantity and quality of traffic to your
website through organic search engine results.
• SEO (Search engine optimization) is the way to fetch
traffics on your website from search engine. In other
words; SEO is the technique to make visible your
website on search engine.
• Types of SEO
• SEO are mainly perform in two way, they are;
• On-Page SEO
• Off-Page SEO

8. What is on page & Off page seo
• OnPage SEO is the process of making your
website search engine friendly. In simple words
this means adjusting certain elements on your
website so that search engines are able to crawl
and understand the content and structure of your
website
• Off page SEO refers to techniques that can be
used to improve the position of a web site in the
search engine results page (SERPs). Many people
associate off-page SEO with link building but it is
not only that.

9. ON PAGE SEO

10. 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.

11. 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.

12. Meta Description
• The meta description is an important part of search marketing, i.e. a
relevant and compelling description draws users from search engine result
pages to your website which improves the click through rate for that
webpage.
• Some instructions to write optimized title tags are listed below:
• Keywords: Incorporate the most important keywords in your meta
description.
• Readability: It should be simple and relevant, i.e. it should read like a
human-written sentence and keyword stuffing should be avoided.
• Compelling: It should be as compelling as possible, i.e. it should clearly
describe the content of the page.
• Length: It should be up to 150 to 160 characters long else search engine
will truncate it, so keep the important keywords in the first or second line
of the description.
• Don't repeat: Write different meta descriptions for different pages else
search engine may penalize you for repeating the same description on
different pages.

13. Keywords Types & Analysis Tool
• Google Adword Keyword Planner tool
• Step1: Login with Google adword account
• Step2: Select tool option
• Step3: Choose Keyword planner option
• Step4: Select First Option for keywords analysis
• Step5: Types your keywords
• Step6: Click Get Ideas

14. Generic Keywords
• Just as the title suggests these are very
generic, unspecific terms that get searched
for. Something like “Tennis Shoes” or “Digital
Cameras”

15. Short Tail Keywords
• Short tail keywords are search phrases with only
one or words. Their length makes them less
specific than searches with more words. “Egg” (1
word) is an example of a short tail keyword,
whereas “Make scrambled eggs fluffy” (4 words)
is a long tail keyword.
• Seasonal Keywords: These keywords are use for
only particular duration. Eg: Diwali greetings,
Diwali Messages, Diwali offers online..
• Here can used long tail & short tail keywords

16. What is long tail keywords in SEO?
Three good reasons to target long tail keywords! ... Long tail
keywords are those three and four keyword phrases which
are very, very specific to whatever you are selling. You see,
whenever a customer uses a highly specific search phrase,
they tend to be looking for exactly what they are actually
going to buy.
LSI(Latent Semantic Indexing) Keywords are
the keywords that are semantically related to your
primary keyword. They are the synonyms or closely related
words/phrases of your targeted primary keyword for the
particular web page. Including LSI keywords with
main keywords is SEO friendly as increase search relevancy

17. what is LSI keyword in seo
• Latent semantic indexing (LSI) is a system
search engines use to analyze the other words
people use surrounding a given topic. LSI
keywords are words and phrases with a high
degree of correlation to your target topic.
Google's algorithm uses them to help
determine content quality and relevance to
the search term

18. 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.
In the context of search engine optimization, keyword density can be used
to determine whether a web page is relevant to a
specified keyword or keyword phrase.
• Keyword density is the percentage of the number of times a keyword
appears on a page divided by the total number of words in that page.
• Formula: (Number of keywords/ Total number of words) * 100
• Tool: http://tools.seobook.com/general/keyword-density/

19. OnPage: Link Optimization
• A good link structure means better crawling.
• link should be short, neet & clean
• link should be case sensitive
• avoid underscores, Comma, Space & other special char
as word separators in URLs (_ , & @ #$%!)
• avoid Keyword stuffing and repetition words
www.abc.in/about-us - right link structure
www.abc.in/about_us - wrong structure

20. OnPage: Image Optimization
• Why we are optimize images ? Image optimization is a
good way for increase your sites or blog SEO, We
optimize images in different way first is to reduce size
of images, because if we are use a large size of images
then our page loading time is increased, second is use
title and alt tag for image.
• <img src="image link"/ alt=“alt text”> image tag in your
website webpage will display an image, but search
engine robots don't understand what the image is
about. That's why you have to add alternative text for
your webpage images

21. OnPage: Html Tags
• <h1>Main Heading</h1>
• <h2>Main Heading</h2>
• <h3>Sub Heading</h3>
• <h4>Sub Heading</h4>
• <h5>Sub Heading</h5>
• <h6>Sub Heading</h6>

22. Heading Tag important instructions
1. Never miss the H1 tag on a page as the search spiders
tend to look for h1 tags to get the idea about the content
of the page.
2. Don't overuse H1 tag, i.e. it should be only one for each
page.
3. Use targeted keywords or phrases in the headings; avoid
words that are not relevant to the page.
4. Use targeted keywords in the beginning of the headings.
5. The headings should be followed by a body of relevant
content.
6. Maintain the order of heading tags; H1 should come first
in the page then H2, H3 and so on.

23. Tags:
• Bold Tag: It is used for make to text bold
• <b>Text Bold</b>
• <strong>Text Bold</strong>
• Italic Tag
• <i>Italic Text</i>
• <em>Italic Text</em>
• Anchor Tag:
• <a href=“http://victoriousdigital.in/”>Victorious
Digital</a>

24. • The h1 tag is the most important heading
because it’s the highest level tag that shows
what your specific page is about. Search
engines generally give this tag more weight
over other headings, so it usually improves
your search engine ranking when you use it
correctly and in conjunction with other onsite
SEO techniques.
• H1 tag use once on page

25. What is Canonical Tag or Link

26. How to fix canonical link
• <link rel="canonical” href="http://victoriousdigital.in" />
• The canonical element, often called the “canonical link”, is an
HTML element that helps webmasters prevent duplicate content
issues. It does this by specifying the “canonical URL”, the
“preferred” version of a web page. Using it well improves a site's
SEO.
• https://yoast.com/rel-canonical/#canonical-link-element

27. 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,
or that you typed in the URL incorrectly.

28. OnPage: 301 & 302 Redirection
• 301 - Moved Permanently
• A 301 redirect is also known as a Permanent Redirect. The
word 'permanent' means all qualities of the redirected page
will be passed on to the new page like
• 302 - Moved Temporary
• A 302 redirect is also known as a Temporary Redirect. 302 is
used when you want to redirect your site visitors into another
webpage but you plan to bring the redirected page back after
some time. Knowing this, the 302 redirect will not pass on all
qualities of the redirected page to the new page.

29. Difference Between 301 And 302 Redirect
301 302
1 It is used for permanent redirect It is used for temporarily redirect
2
In case of 301; the old page will be
removed from Google's index and the new
one will replace it.
In case of 302; the old page not
removed from Google's index.
3
All qualities of the redirected page will be
passed on to the new page like; PageRank,
Traffics.
In case of 302 redirect; will not pass
on all qualities of the redirected
page to the new page.

30. Robot.txt
Robots.txt is a text file webmasters create to
instruct web robots (typically search engine
robots) how to crawl pages on their website.
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. The standard specifies how to inform
the web robotabout which areas of the website
should not be processed or scanned.

31. Robots.txt Format
User-agent: *
Disallow: /(mention here page which you want block )
The "User-agent: *" means this section applies to all robots.
The "Disallow: /" tells the robot that it should not visit any
pages on the site.
There are two important considerations when using
/robots.txt:
robots can ignore your /robots.txt. Especially malware robots
that scan the web for security vulnerabilities, and email
address harvesters used by spammers will pay no attention.
the /robots.txt file is a publicly available file. Anyone can see
what sections of your server you don't want robots to use.

32. Do you need a robots txt file?
• Your site is simple and error free and you want
everything indexed. You do not have any files
you want or need to be blocked from search
engines. You do not find yourself in any of the
situations listed in the above reasons to have
a robots.txt file. It is okay to not have
a robots.txt file

33. Where do you put robots txt?
• You must apply the following saving
conventions so that Googlebot and other web
crawlers can find and identify your robots.txt
file: You must save your robots.txtcode as a
text file, You must place the file in the highest-
level directory of your site (or the root of your
domain)
Make visible robots.txt
http://victoriousdigital.in/robots.txt

34. OnPage: XML Site Map
• Sitemap improve the crawling of your site.
• It contains all web pages url. XML sitemap is
primarily designed for the search engines.
• It includes all the activities of a site like along
with the main URL it contains all other URLs
with their meta data.

35. Is XML Sitemap important?
• XML Sitemaps are important for SEO because
they make it easier for Google to find your
site's pages—this is important because
Google ranks web PAGES not just websites.
• There is no downside of having an XML
Sitemap and having one can improve your
SEO, so we highly recommend them.
• Make visible sitemap
• http://abc.in/sitemap.xml

36. HTML Sitemap
• An HTML sitemap allows site visitors to easily
navigate a website.
• It is a bulleted outline text version of the site
navigation.
• The anchor text displayed in the outline is
linked to the page it references.
• Site visitors can go to the Sitemap to locate a
topic they are unable to find by searching the
site or navigating through the site menus.

37. SEO CONCEPTS

38. What is Bounce Rate?
• The percentage of visitors to a particular website who navigate away from
the site after viewing only one page.
• "a rising bounce rate is a sure sign that your homepage is boring or off-
putting"
• Bounce rate is the percentage of single page visitors. It is the number of
visits in which a person leaves your website from the landing page without
browsing any further.
•
• Bounce rate = (Total Number of Visits viewing one page only / Total
number of visits)*100
For example, if your site received 3, 00,000 visits in one month, out of
which 1,50,000 bounced after visiting just one page, your bounce rate for
that month would be 1,50,000 divided by 3,00,000, which equals to 0.50
(or 50%)

39. • Bounce rate is the percentage visitors who visit the site and then leave it
right away.
• Basically, when you see something interesting on the Internet and you
click on it, you will be sent to a landing page. This is the first page you see
and your first contact with a website.
• Some people will not be satisfied with this page causing them to instantly
leave.
• The number of visitors who instantly left form the bounce rate index. It is
measured in percentage. So, if 100 % of visitors bounced (left), this is a
good indication that they hate what they’re seeing.
• How can you lower your bounce rate?
• Improve your targeting
• Be careful with titles
• Do not forget meta description
• Quality content is a must
• Handling ads and popups
• Use call-to-action (CTA)
• Improve your navigation
• Speed up your website
• Mobile-friendly is the way to go

40. Sandbox Effect
• Definition: 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. ... It is extremely difficult to
avoid having a brand new domain being placed in
the sandbox.
• The Google Sandbox is an alleged filter placed on new
websites. The result is that a site does not receive good
rankings for its most important keywords and keyword
phrases. Even with good content, abundant incoming links
and strong GooglePageRank, a site is still adversely affected
by the Sandbox effect.

41. • The Google Sandbox Effect is a theory used to
explain why newly-registered domains or
domains with frequent ownership changes rank
poorly in Google Search Engine Results Pages
(SERPS). In other words new websites are put into
a “sandbox” or a holding area and have their
search ratings on hold until they can prove
worthy of ranking. Sand box is defined as a time
period which a new website needs to wait, in
order to get ranking for key words. In order
words, it can be defined as a filter system that
Google places on every new webpages. Google
crawl each and every webpage of new website,
this time required in this crawling process is
termed as Sand box

42. Google Penalty
• A Google penalty is the negative impact on a
website's search rankings based on updates
toGoogle's search algorithms and/or manual
review. The penalty can be a by-product of an
algorithm update or an intentional
penalization for various black-hat SEO
techniques.

43. Page Rank
• PageRank (PR) is an algorithm used
by Google Search to rank websites in their
search engine results.
• PageRank was named after Larry Page, one of
the founders of Google. PageRank is a way of
measuring the importance of website pages

44. Domain Authority
• 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. SEO gurus Moz can be credited with the
metric known as DA or domain authority.

45. Page Authority
• Page Authority (PA) is a score developed by
Moz that predicts how well a specific page will
rank on search engine result pages (SERP).
... Page Authority is based on data from the
Mozscape web index and includes link counts,
MozRank, MozTrust, and dozens of other
factors.

46. What is Inbound Links?
• An inbound link (also referred to as a
back link) is a hyperlink on a third-party web
page that points to a web page on your site. ...
Google's Webmaster Tools is a free tool you
can use to see the inbound links
pointing to your site.

47. What is Outbound Links?
• A study conducted by marketing firm Reboot
aims to show that there is a positive correlation
between a page's outgoing links and its search
rankings. Reboot hypothesized that Google can
determine the authority of a page or website
based on what other authority sources it
associates itself with (by linking to them).
• It is basically link on your website that points to
the link of another website.

48. What is Link Building?
• Link building (alternative spellings include link
building and link-building) refers to the
process of getting external pages to link to a
page on your website. It is one of the many
tactics used in search engine optimization
(SEO)

49. What Is Link Farming?
• On the World Wide Web, a link farm is any
group of web sites that all hyperlink to every
other site in the group. ... Although some link
farms can be created by hand, most are
created through automated programs and
services. A link farm is a form of spamming
the index of a web search engine (sometimes
called spam indexing)

50. Dofollow Links
• Dofollow 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.

51. Nofollow Links
• Nofollow links are those links which
contain Rel=”Nofollow” attribute. These links don’t
play any role in improving Seo ranking or visibility of
your website.
• The attributes Rel=”Nofollow” clearly instructs search
engine bots to not index particular link.
• 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.
• These only allow humans to follow the links. Thus, you
will be getting traffic but those links are not helpful to
rank on search engine.

52. Black Hat SEO
• In search engine optimization (SEO) terminology, 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.

53. • Unrelated Keywords: Don't: Add irrelevant keywords to the
copy for extra page hits.
• Do: Keep the content focused on a specific topic so users find
what they are searching for.
Keyword Stacking and Keyword Stuffing:
• Don't: 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."
• Do: Write sentences that make sense, have a reasonable
keyword density, and that use semantically related words
instead of endlessly repeating keywords.
Example: "Our photo framing services can accommodate
large formats to ensure everyone gets the big picture."

54. Tiny Text, Hidden Text, and Hidden Links
• Don't: Put illegible text at the bottom of the page, make the text the same
color as the background, or format text or images that are visually
undetectable as links.
Example: "This is a short sentence full of illegible gray text.“
• Cloaking
• Don't: 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.
• Duplicate Content or Mirror Site
• Don't: Copy a substantial amount of content from another website, with
or without permission.
Example: A website reprints an authoritative article found elsewhere to
increase the number of visitors.

55. Blog Spam or Comment Spam:
Don't: Automatically post links as comments on blogs to increase
the number of inbound links.
Example: "Great post! |3uy ch34p v14gr4 w1th fr33
5h199ing."
• Link Farms
• Don't: Seek links from or link to sites with unrelated or low
quality content in an attempt to improve visibility in the
SERPs.
Example: A long list of unrelated links and with supporting
content can be found at pagehole.com.
• Doorway pages are web pages that are created for
spamdexing. This is for spamming the index of a search engine
by inserting results for particular phrases with the purpose of
sending visitors to a different page.

56. Google Algorithm
Algorithm is a set of rules, or a unique formula, that the search engine uses
to determine the significance of a web page and each search engine has its
own set of rules.

57. What is a Google Panda?
• Google Panda is a change to Google's search
results ranking algorithm that was first
released in February 2011.
• The change aimed to lower the rank of "low-
quality sites" or "thin sites", in particular
"content farms", and return higher-quality
sites near the top of the search results.

58. What is Google Penguin?
• Google launched the Penguin Update in April
2012 .
• This update was aimed to decrease the ranking of
websites that are not following Google’s
Webmaster Guidelines or violating them.
• Google Penguin checking your websites quality
backlines.
• It decrease the following
-Poor quality sites
-Paid Links
-Poor quality links

59. Hummingbird algorithm in SEO?
• Google Hummingbird is a launched
September 2013
• that Hummingbird is paying more attention to
each word in a query, ensuring that the whole
query—the whole sentence or conversation or
meaning.“
• rather than particular words. The goal is that
pages matching the meaning do better, rather
than pages matching just a few words.

60. Google: Mobile Friendly Update
• 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.
• The change is so significant that the date it happened is
being referred to by a variety of names. Here at Search
Engine Land, we’re calling it mobilegeddon, but sometimes
it’s also referred to
as mobilepocalyse, mopocalypse or mobocalypse.
• One of the best ways to prepare is to test that Google
considers your web pages to be mobile-friendly by using
its Mobile-Friendly Test tool. More about the algorithm,
including ways to bring improve the mobile-friendliness of
your pages, is below.

61. Google: EMD Update
• The EMD Update — for “Exact Match Domain” —
is a filter Google launched in September 2012 to
prevent poor quality sites from ranking well
simply because they had words that match search
terms in their domain names. When a fresh EMD
Update happens, sites that have improved their
contentmay regain good rankings. New sites with
poor content — or those previously missed by
EMD — may get caught. In addition, “false
positives” may get released. Our latest news
about the EMD Update is below.

62. Google Pigeon
• Google Pigeon is the code name given to one
of Google's local search algorithm updates.
This update was released on July 24, 2014.
The update is aimed to increase the ranking of
local listing in a search. The changes will also
affect the search results shown
in Google Maps along with the
regular Google search results.

63. Google BERT
This update was released on October 25, 2019
What is BERT? It is Google’s neural network-based
technique for natural language processing (NLP)
pre-training. BERT stands for Bidirectional
Encoder Representations from Transformers.
Bert helps google understand natural language text
from the web
Google said BERT helps better understand the
nuances and context of words in searches and
better match those queries with more relevant
results. It is also used for featured snippets, as
described above.

64. Google Analytics

65. How to generate Google analytic code
• Open Google analytic account using Gmail id
• Add Website OR Mobile App
• Fill All fields websites details
• Copy Tracing id OR Code
• Place this code in website footer OR header file
• Hint:- You can add maximum 100 website using 1 account

66. 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

67. Google My Business Rank Factors
• Google My Business profile information
• Proximity
• Reviews
• Mobile-friendliness
• Keyword usage
• Behavioral signals
• https://www.webfx.com/blog/seo/2019-local-
seo-ranking-factors/
• https://moz.com/local-search-ranking-factors