This document provides an overview of key concepts in digital marketing and search engine optimization (SEO). It defines common SEO abbreviations and terms, describes how search engines work and factors that determine search result rankings. The document also explains different SEO techniques including on-page optimization, off-page link building, white hat versus black hat approaches, and how to generate traffic through both organic and paid search engine methods. Key Google tools for SEO are also outlined.

1. DIGITAL MARKETING
(SEO)

2. SOME BASIC ABBREVIATONS
 SEO – Search Engine Optimization
 URL – uniform resource locator
 SMO – search media optimization
 SERP – search engine result page
 W3C – world wide web consortium
 HTML – hypertext markup language

3. SEO
 Search engine optimization (optimization-action of making the best)
 Optimizing website or web pages in order to make search friendly, getting
higher rank in search engine like google, yahoo or bing
 It is all about trying to rank higher in search engines or trying to showcase
your website on first page of google
 practice of improving site’s rankings in the search engines for given
keywords.

4. SEO IS A TECHNIQUE FOR
 Designing and developing a website to rank well or on first page of google
 Improving the volume and quality of traffic to a website from search
engine
 Marketing by understanding how search algorithm works and what humans
visitors might search.

5. HOW SEARCH ENGINE WORKS..???
1) CRAWLING - Process of fetching all the web pages linked to a website
through a software called crawler (or Googlebot, in case of
Google).whenever we make a page, google crawls it.
2) INDEXING – after crawling is done, google stores the information of the
page in his database.
3) PROCESSING - When a search request comes, the search engine processes
it, i.e. it compares the search string in the search request with the indexed
pages in the database.
4) CALCULATING RELEVANCY - It is likely that more than one page contains
the search string, so the search engine starts calculating the relevancy of
each of the pages in its index to the search string.
5) RETRIVING RESULTS - 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.

6. SEO COPYWRITING
 SEO Copywriting is the technique of writing viewable text on a web page in
such a way that it reads well for the surfer, and also targets specific search
terms.
 Its purpose is to rank highly in the search engines for the targeted search
terms.
 Along with viewable text, SEO copywriting usually optimizes other on-page
elements for the targeted search terms.
 These include the Title, Description, Keywords tags, headings, and
alternative text.

7. ELEMENTS OF SEO

8. ON PAGE SEO
 Practices that are everything you do on your page to improve its rankings
 Practise to advance individual website pages to higher rank and more
traffic in search engine. Includes activities
 Page Titles
 Meta Descriptions
 Meta Tags
 URL Structure
 Content Optimization
 Keyword Density
 Image Optimization

9. OFF PAGE SEO
 practice of link building
 Off-page practices are everything you do outside your page to improve its
rankings.
 used to enhance website position in SERP's. Off page is all about link
building through various activities
 Social Networking Sites
 Blogging
 Blog Submission
 Article Submission
 PPT Submission
 Social Bookmarking
 Link Building
 Image and Video Submission
 Press Release

10. TYPES OF SEO
 WHITE HAT SEO
 BLACK HAT SEO
 GRAY HAT SEO – includes both white hat and black hat SEO

11. WHITE HAT SEO
 Follows google guidelines and algorithms
 Techniques that search engine recommend as a part of good design
 Slow in process but are long lasting
 Practises guidelines that are strictly given by google
 most commonly practiced techniques are publishing good quality content
on the website, HTML optimization and restructuring of the website

12. BLACK HAT SEO
 Don’t follow google guideline and algorithm
 Techniques that search engine do not approve and attempt
 refers to SEO practices that are in violation of Google’s Webmaster
Guidelines
 Shortcoming for higher rank
 Also called spamdexing
 most common black hat SEO techniques include spam links, keyword
stuffing, cloaking, hidden text, and hidden links
 traffic generated through these practices does not last nor are the
rankings able to maintain their position on the search engine research
pages for longer time

13. WORD STEMMING
 Google uses a feature called word stemming that allows all forms of the
word - singular, plural, verb form as well as similar words to be returned for a
given search query.
 So if someone types in "house plans", not only the pages that are optimized
for that phrase but the pages that contain all variations of that phrase are
returned. For example, "house plan", "house planning", "house planner".

14. FEW BASIC TERMS
META DATA - data that tells search engines what your website is about.
META TAGS
•Meta tags are text that describe a page’s content
•Meta tags are website code that is invisible to users
•Meta tags consist of two main elements: meta description, and meta keywords.
• the meta tags don’t appear on the page itself, but only in the page’s code.
META DESCRIPTION
• The meta description is a snippet of up to about 155 characters – a tag in HTML – which
summarizes a page’s content. short description of a blog/page/post used mostly by search
engines.
•Search engines show the meta description in search results mostly when the searched-for
phrase is within the description, so optimizing the meta description is crucial for on-page

15.  CANONICAL URL – best address on which a user can find a piece of
information.
 Using the canonical tag prevents problems caused by identical or
"duplicate" content appearing on multiple URLs
 canonical tag tells search engines which version of a URL you want to
appear in search results.
 Bookmark – link to a website saved for later reference in your web browser
like in pininterest
 Anchor text – the actual text of a link to a webpage. The text is usually dark
in color. Also, called clickable link

16.  Link building - Link building is simply a process of getting backlinks to your
page. For example, if you’re publishing articles on ezinearticles.com with a
link to your site then you’re doing some link building.
 B2B: Business to Business. B2B refers specifically to businesses that provide
products or services to other businesses, as opposed to providing products
or services to consumers.
 B2C:Business to Consumer. B2C refers specifically to businesses that provide
products or services to end users, or consumers, as opposed to providing
them to other businesses
 Backlink: Backlinks refers to links from other websites that link to your
website. Backlinks specifically exclude links from your own site that point to
other places on your site

17. GOOGLE ADS
 Online advertising service provide by google, where advertisers pay to
display ads, service offerings, vedio content within google
 provides Ad network to web users
 Why google ads
1) Attracts more customer
2) Advertise locally or globally
3) Reach right people at the right time

18. TYPE OF TRAFFIC GENERATE
(WEB TRAFFIC – WEB USERS WHO VISITS A WEBSITE)
 ORGANIC TRAFFIC – traffic generated when visitor coming from a search
engine like google or yahoo (searching is done through keywords)
 DIRECT TRAFFIC – Traffic generated directly through users by typing the URL
or users who land on your website by directly inputting the URL into the web
browser.
 PAID TRAFFIC – traffic generated through paid internet advertising
 REFFERRAL TRAFFIC – traffic generated by users clicking on links from other
websites
 SOCIAL MEDIA TRAFFIC – As the name suggests traffic generated through social
media platform like facebook, twitter, Instagram, pininterest etc
 E MAIL MARKETING – traffic generated through links clicked in mail message you
send.
 DISPLAY – traffic generated from display ads like google adwords
 AFFILIATE – traffic from affialiate marketing

19. SOFTWARE BY GOOGLE
1) WEBMASTER
•Web service provide by google to check indexing status and optimizing
visibility of the website
•Provides information that help improve your site visibility in search
2) GOOGLE ANALYTICS
•Tracks and reports web traffic, demographics
•Reports on how search engine interact with your site
3) SEOmoz - A logarithmic ranking provided by SEOmoz from 0-10.0 of the
number and quality of inbound links pointing to a certain website or page on
that website, now a days google gives preference to moz.

20. Getting high rankings in organic search results is what
the SEO game is all about.