This document summarizes key aspects of search engine optimization (SEO), including that SEO is an organic process that focuses on on-page and off-page techniques rather than buying keywords. It divides SEO into on-page elements like titles, internal linking, and H1 tags that can be changed on pages, and off-page elements like social media, blogs and forums that are outside a site. It also outlines several Google algorithm updates like Panda, Penguin, Hummingbird and Pigeon and how they aimed to reward quality content and penalize spammy sites.

1. SEO
Search Engine Optimisation

2. Organic in Nature
SEO is organic in nature
Keywords are not bought
Slow Process

3. Divided to 2 types
On-Page Off-Page

4. On-Page
These includes changes you can make within your
pages in order to rank higher
Example : Titles, Internal Linking, H1 tags, Keywords

5. Off Page
What you can do outside your sites that
will help your site to rank higher.
Example : Social Marketing, Blog
Marketing, Forums

6. 2 types of Techniques

7. Google updates its algorithms regularly. Most
notable ones are;
❖ Panda update ( February 2011)
❖ Penguin update ( April 2012)
❖ Hummingbird (Sept 2013
❖ Pigeon (around July 2014)

8. PANDA Update - February 2011
Aims to stop sites with poor quality
content.
Penalizes sites with weak content and
reward sites with quality content.

9. PENGUIN Update - April 2012
It tracks down sites that uses Black Hat
tactic like Keyword Stuffing or are
spammy in nature like contents with
Spam Links.

10. HUMMINGBIRD
Update - September
2013
Interact with user in a more ‘human way’
and provide more direct answers
It offers voice search on Chrome

11. PIGEON Update
SERP - Search Engine Result Page

12. finding base keywords
★ Using Incognito Mode to get fresh results
★ Take it to google autosuggest
★ Type the word in google and search for
related words
★ Start selecting the relevant keywords
★ Use Keyword planner tool
★ Best if it contain primary + secondary
keywords
★ Better to focus on ranks of Secondary and
Long tail since primary keywords have lots of
competition