School of Internet Marketing is the best training institute for learning digital marketing course in Pune as they provide theory and practical knowledge to their students.

1. Search Engine Optimization (SEO)
HOW SEARCH ENGINE WORKS?
1.CRAWLING- Crawler/Bots/Spider search the data and scan the
data from the server / Internet / web.
2.INDEXING- Indexing is to store data in search engine data base
centre.
3.RANKING- Ranking is to show the result and give them ranking.
Techniques of SEO
1.White Hat SEO- It refers to any practice that improve your search
ranking without breaking search engine guidelines.
2.Black Hat SEO- It refers to increase a site ranking by breaking
search engine terms and services.
Black Hat SEO Types
1. Cloaking- It is the method of presenting users content that is
different from search engine crawlers.
2. Content Hiding- This is done by same text colour as the
background to improve ranking.
3. Sneaky URL Redirection- Door way pages are proper site that
redirect to different page without their knowledge.
4. Keyword Stuffing- Practice of filling content with repetitive
keyword in an attempt to rank on search engine.

2. 5. Duplicate Content- It means to copy content from other
website.
 WHAT IS WEBSITE?
1. Domain- Domain is a simply name of the company.
2. Hosting- Hosting is a space or storage on server where we can
store website.
 Dealers of Domain and Hosting
1. GoDaddy
2. Hosting Raja
3. Hostinger
4. Blue Host
5. Name Cheap
 WHAT IS SSL?
SSL Stands for Secure Socket Layer It is a technology for keeping
an internet connection secure and sensitive data that is being
sent between two system preventing criminals from reading
and modifying any information transferred including personal
details.
 WHAT IS URL AND SUB DOMAIN?
1. URL- Uniform Resource Locater
2. Sub Domain- www,web,apps,m
 KEYWORDS- Any query search in search box is known as
keyword.

3. 2. Meta tag- <meta name “description”>content=………….150
to 170 characters</meta name description>
 TYPES OF KEYWORD
1. Generic Keyword- It is used for brand name or general keyword
it helps to balance your generic keywords to capture wide
range of customer. Only one word is used.
2. Short Tail Keyword- These keywords are phase of two or three
words.
3. Long Tail Keyword- Specific Keyword phase consisting more
than three words.
4. Seasonal Keyword- These Keyword generate most of their
search traffic during a specific time of the year.
 GOOGLE SANDBOX EFFECT
It is a observation period done by the google to check whether
your site is having any technical issues, fraud, scam and user
interaction towards website.
 SERP
Search Engine Result Page appears after some search something in
the search box.
 HTML
Hyper Text Markup Language
 META TAG OPTIMIZATION
1. Title Tag- <title>Digital Marketing</title>

4. crawl or index the web page it is mainly used for pages like
privacy policy and terms and conditions.
 FTP TOOLS
1. Core FTP
2. Filezilla
 INDEXING AND CRAWLING STATUS
1. Indexing Status- Status which shows exactly when the site is
stored in data base centre.
2. Crawling Status- Status which gives information about recent
crawling of our website. eg. site:abc.com.
 KEYWORD PROXMITY
It refers to distance between keywords.
 Keyword Mapping
It is the process of assigning or mapping keywords to a specific
pages of a website based on keyword.
 IMAGE OPTIMIZATION
1. ALT Tag- It is used for naming images also known as alt
attribute
<img src=”digital.png”alt=”name/keyword>
2. Image compressing-The process of reducing image size to
lower the load time.
Eg. Pingdom- To check load time.
Optimzilla- To compress image.
 Robot.txt
It is a file in which instructions are given to the crawler how to

5. <h3>…………</h3>
<h4>…………</h4>
 Robots meta Tag
They are piece of core that provide crawlers instruction for how to
crawl or index the content. We put this tag in head section of
each page it is also called as no index tag.
<meta name=”robots”content=”nofollow,noindex……………../>
 SITE MAPS
It is list of pages of website accessible to crawler or a user.
 XML site map- Extensible Markup Language is specially written
for search engine bots.
 HTML site map- It delivers to user to find a page on your
website.
XML sitemap generator
 CONTENT OPTIMIZATION
1. Content should be quality content (grammarly)
2. Content should be 100% unique (plagiarism checker)
3. Content should be atleast 600-700 words in web page.
4. Include all important keyword.
 BOLD AND ITALIC
<b>Digital Marketing</b> <strong>……………</strong>
<i>Digital Marketing</i> <em>………………</em>
 HEAD TAGGING
<h1>………..</h1>
<h2>………..</h2>
<h5>…………</h5>
<h6>………..</h6>

6. 3. No special character
4. Don’t include numbers
 DOMAIN AUTHORITY(DA)
It is a search engine ranking score developed by moz that predict
how website rank on SERP.
 PAGE AUTHORITY(PA)
It is a score developed by moz that predict how well page will
rank om SERP.
TOOL- PADA checker
 ERROR 404
1. Page not found
2. URL is missing
3. URL is corrupt
4. URL wrong (miss spilt)
 ERROR 301 AND 302
1. 301 is for permanent redirection
2. 302 is for temporary redirection
 CANONICAL LINKS
Canonical Links are the links with same domain but different URL
it is a html element that helps web master to prevent duplicate
issues in seo by specifying canonical version of web page.
<link ref=”canonical”href=https://abc.com/>
 URL STRUCTURE AND RENAMING
1. No capital letters
2. Don’t use space
5. Use important keyword
6. Use small letters

7. 1. SEO quacke- site audit and web audit
2. SERP Trends- To check ranking on SERP
 ANCHOR TEXT
It is a click able text in the hyperlink it is exact match if include
keyword that is being linked to the text.
<a href=”https://abc.com”>Digital Marketing</a>
 PRE AND POST WEBSITE ANALYSIS
1. PRE- Domain suggestions and call to action button
2. POST- To check if everything is working properly
 SOME SEO TOOLS
 SEO AUDIT AND WEBSITE ANALYSIS
1. SEOptimer
2. SEO site checkup
3. Woorank
 COMPITITOR ANALYSIS AND WEBSITE ANALYSIS
1. K-meta
2. Spyfu
3. Semrush
 CHECK BACKLINKS
1. Backlinks watch
2. Majestic Tool
3. Backlinks checkup
 CHECK WEBSITE LOAD TIME
1. GT-Matrix
2. Google page insights
3. Pingdom
 PLUGIN OR EXTENSION

8.  SOME GOOGLE TOOLS
1. Google search console
2. Google Analytics
3. Google keyword Planner