SEO involves increasing organic search traffic to a website through search engine results. It focuses on attracting quality traffic interested in a site's offerings, increasing traffic volume, and relying on unpaid ("organic") search rankings. Various Google algorithm updates aim to improve search quality by rewarding high-quality content and penalizing thin, duplicate, low-quality, or spammy content. Common updates include Panda, Penguin, Mobilegeddon and others targeting issues like link spam, cloaking, and excessive advertising.

2. Search engine optimization
(SEO) is the practice of
increasing the quantity and
quality of traffic to your
website through organic
search engine results.

3. What goes into
SEO
•Quality of traffic.You can attract all the
visitors in the world, but if they're coming
to your site because Google tells them
you're a resource for Apple computers
when really you're a farmer selling apples,
that is not quality traffic. Instead you
want to attract visitors who are genuinely
interested in products that you offer.
•Quantity of traffic. Once you have the
right people clicking through from those
search engine results pages (SERPs),
more traffic is better.
•Organic results. Ads make up a
significant portion of many SERPs.
Organic traffic is any traffic that you don't
have to pay for.

5. 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.
Grey Hat SEO is the practice of using technically legal methods to
improve your site rankings, but which are ethically dubious, and could
one day become black hat.Think of it like legal highs.
Black hat SEO refers to the use of aggressive SEOstrategies,
techniques and tactics that focus only on search engines and not a
human audience, and usually does not obey search engines guidelines.

7. Google Panda is a series of on-going algorithm updates and data
refreshes for the Google search engine that the company rolls out to help
refine its search algorithm to improve the value of search query results for
users.
The Google Panda updates specifically tweak the algorithm as part of
Google's continual efforts to elevate high-quality sites and web pages to
the top of the organic search results while lowering, or penalizing, the
rank of lower-quality or "thin' web sites and pages, particularly those sites
that display a large amount of advertising without much in terms of high-
quality content.

8. Triggers for Panda
•Thin content
•Duplicate content
•Low quality content
•Lack of authority/trustworthiness
•Content farming
•Low quality user generated content
•High ad to content ratio
•Low quality content surrounding affiliate links
•Website blocked by users
•Content mismatching search query

9. Google launched the Penguin Update in April 2012 to better catch
sites deemed to be spamming its search results, in particular those
doing so by buying links or obtaining them through link networks
designed primarily to boost Google rankings.When a new Penguin
Update is released, sites that have taken action to remove bad links
(such as through the Google disavow links tool or to remove spam
may regain rankings. New sites not previously caught might get
trapped by Penguin. “False positives,” sites that were caught by
mistake, may escape.

10. Triggers for Penguin
•Link schemes
•Keyword stuffing

11. The "Hummingbird" update was the first major
update to Google's search algorithm since the 2010
"Caffeine" search architecture upgrade, but even
that was limited primarily to improving the indexing
of information rather than sorting through
information.

12. 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.

13. 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.

14. Google Payday Loan is a set of algorithm updates and data
refreshes for the Google search engine initiated to help identify
and penalize web sites that utilize search engine spam
techniques (also known as spamdexing or Black Hat SEO) to
improve their rankings for specific search queries that are
considered "spammy" in nature.
Google launched the Google Payday Loan algorithm to filter
out lower quality websites that were using a variety of spam
techniques to boost their rankings for heavily trafficked search
key word queries like "payday loans," "Viagra," "casinos" and
various pornographic terms.

15. Google's Pirate Update is a filter introduced in
August 2012 designed to prevent sites with
many copyright infringement reports, as filed
through Google's DMCA system, from ranking
well in Google's listings.The filter is
periodically updated.

16. 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. ... New sites
with poor content — or those previously missed by EMD —
may get caught.

17. Google:Top Heavy Update.Top Heavy was launched in
January 2012 by Google as a means to prevent sites that
were “top heavy” with ads from ranking well in its listings.
Top Heavy is periodically updated.When a freshTop Heavy
Update happens, sites that have removed excessive ads
may regain lost rankings.

18. Page Rank is one of over
hundreds of signals Google
uses to rank web pages in
2018.Toolbar Page Rank,
the public version of Page
Rank shown in browser
toolbar plugins, has been
phased out by Google.

19. RankBrain is a component of Google’s core algorithm
which uses machine learning (the ability of machines
to teach themselves from data inputs) to determine
the most relevant results to search engine queries.
Pre-RankBrain, Google utilized its basic algorithm to
determine which results to show for a given query.
Post-RankBrain, it is believed that the query now goes
through an interpretation model that can apply
possible factors like the location of the searcher,

20. personalization, and the words of the query to
determine the searcher’s true intent. By discerning
this true intent, Google can deliver more relevant
results.
The machine learning aspect of RankBrain is what
sets it apart from other updates.To “teach” the
RankBrain algorithm to produce useful search
results, Google first “feeds” it data from a variety
of sources.The algorithm then takes it from there,
calculating and teaching itself over time to match
a variety of signals to a variety of results and to
order search engine rankings based on these
calculations.

21. “Possum” is the name given to an unconfirmed but
documented update which appeared to most significantly
impact Google’s local pack and local finder results. Because
the update was never officially confirmed by Google, local
SEOs have been left to hypothesize about the potential
update’s purpose and concrete effects.
Many have perceived Possum’s purpose to be a diversification
of local results. While the assumed update certainly did have
this effect, one of its challenging “side effects” was the
filtering out of legitimate business listings if they happen to
share Google categories with other entities in the same
building.

22. Google Fred is an algorithm update that targets black-hat
tactics tied to aggressive monetization.This includes an
overload on ads, low-value content, and little added user
benefits.This does not mean all sites hit by the Google Fred
update are dummy sites created for ad revenue, but (as
Barry Schwartz noted in his observations of Google Fred)
the majority of websites affected were content sites that
have a large amount of ads and seem to have been created
for the purpose of generating revenue over solving a user’s
problem.

24. •Google keyword planner
•KW Finder
•MOZ’S keyword explorer
•Keyword tool
•SEM rush