The document explains the functioning of search engines, emphasizing three main processes: crawling, indexing, and ranking. It discusses SEO techniques, including white hat and black hat strategies, as well as the importance of website structure, keywords, and content optimization. Additionally, it outlines key elements of SEO such as meta tags, robots.txt files, and sitemaps to enhance website visibility and performance in search results.

1. Digital marketing

2. Searchengine optimization
IT IS A SOFTWARE SYSTEM DESIGNED TO SEARCH OUT THE
INFORMATION FROM WORLD WIDE WEB ACCORDING TO THE USER’S
QUERY.
EXAMPLES – GOOGLE, YAHOO, BING , BAIDU, YANDEX, DUCK DUCK
GO, ASK ME ETC.

3. How searchengineworks :
Search engine works in three methods;
1.Crawling:Developers create a website and then live it on internet.
Then crawler/spider/bots searching and scanning a website
2. Indexing : search engine indexing is the collecting and storing of a
website to data base center of search engine.
3. Ranking : The search engine ranking of a website refers to it’s spot on search engine result
page. And based on their quality of content

4. Techniquesof SEO
White Hat SEO
Black Hat SEO.
1.White Hat SEO : It is the body of approved search engine optimizationtactics designed to
increase a website’s position on a SERP organically.
2.Black Hat SEO : It is a practice againstsearch engine guidelines used to get a site higher in
ranking on SERP.

5. Website
Website Is simply collection of webpages of codes , codes that describe the layout , format,
content on a page .i.e website is collection of coding, content and images.
To live website on internet we need to purchase Domainand Hosting.
Domain : It is simply name of website/company.
The unique name appears after www in website.
Hosting : It is a space allocated on a server for a website to store it’s files

6. Keyword
“Any query searched in search engine search box is known as keyword.”
Types of keyword:
Generic keyword
Short tail keyword
Long tail keyword
Seasonal keyword.

7. Typesof SEO
On page Optimization.
Off page Optimization.

8. Meta Tag Optimization
1.Title Tag : It is appears at the top area of web browser and as the first
In SERP.
Character limit is 60-70 character including space
2.Description tag: It appears as a second line in the search engine result pages.
Limit of characters should be in between 160-17 including spaces.

9. Imageoptimization
1.Alt Tag : It is also known as “Attribute tag"
2.Image Compress
Best tools for image optimization are;
1.optimzilla
2.pingdom
Alt="image name"

10. Creating/uploadingRobots.txtFile
Robots.txt file is a plain text file. A Robots.txt file consist of one or more rules. Each rule blocks
or allows access for a given crawler to a specified file path.
e.g 1.user-agent: googlebot
Disallow : /
2.user-agent: googlebot
Disallow:/privacy-policy

11. RobotMeta Tag
A robot meta tag, also known as robot tag, is a piece of HTML code that’s placed in the head
section of pages and it used to control how search engines crawl and index the URL.
<meta name=”robots”content=”noindex/no follow/>

12. Creatingand uploadingsitemap
Sitemap: A sitemap is a list of pages of a website accessible to the crawler or user.
.XML sitemap:
XML refers to the markup languagealso known as the code that makes a sitemap.XML
sitemaps are usually made for search engine bots
2.HTML sitemap:
An HTML sitemap is of hypertext format so it is enable to users to find a page on your site that
they are looking for.

13. ContentOptimization
❑ Content is the only king of digital marketing.
❑ Your content should be quality content.
❑ Include keywords in your content.
❑ Content should be at least 700 in a webpage
❑ Also apply some SEO techniques.
There are two tools are used for content optimization;
1.Grammarly -To Cheak grammar of content.
2.Plagiarism - To Cheak weather content is copied or not