The document provides information on digital marketing and search engine optimization (SEO). It defines digital marketing and search engines. It explains how search engines work through crawling, indexing, processing queries, calculating relevancy, and retrieving results. The document also discusses SEO techniques like on-page optimization factors, off-page optimization, keyword research, competitive analysis, and Google algorithms/updates that impact rankings. It provides examples of implementing SEO through business analysis, keyword research, and on-page optimization tactics.

1. Digitoliens
Advanced Digital Marketing Training Institute

2. What is digital marketing?
Digital marketing is doing marketing of products, services, brands or people on Internet using digital
devices like laptops, tablets and mobile phones.
What are search engines?
A search engine is a software program or script available through the Internet that searches documents
and files for keywords and returns the results of any files containing those keywords.
How to access a search engine
For users, a search engine is accessed through a browser on their computer, smartphone, tablet, or
another device. Today, most new browsers use an Omnibox, which is a text box at the top of the
browser that shows the address and is where you can also search on the Internet. You can also visit one
of the major search engines home page to perform a search.
SEO (Search Engine Optimization)
SEO stands for Search Engine Optimization. SEO is all about optimizing a website for search engines. SEO
is a technique for:
• designing and developing a website to rank well in search engine results.
• improving the volume and quality of traffic to a website from search engines.
• Marketing by understanding how search algorithms work, and what human visitors might
search.
SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of
the techniques that are used to promote sites in search engines, deal with text.
If you plan to do some basic SEO, it is essential that you understand how search engines work.

3. How does a Search Engine Work?
Search engines perform several activities in order to deliver search results.
• Crawling - Process of fetching all the web pages linked to a website. This task is performed by a
software called a crawler or a spider (or Googlebot, in case of Google).
• Indexing - Process of creating index for all the fetched web pages and keeping them into a giant
database from where it can later be retrieved. Essentially, the process of indexing is identifying the
words and expressions that best describe the page and assigning the page to particular keywords.
• 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.
• 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.
• Retrieving 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.
Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per
month. When you see changes in your rankings, it is due to an algorithmic shift or something else
beyond your control.
Although the basic principle of operation of all search engines is the same, the minor differences
between their relevancy algorithms lead to major changes in the relevancy of results.
SEO – Advantages
Increased Traffic - Top positions on the search engine result pages receive a majority of the impressions
and clicks, so ranking in these top positions can result in significant traffic increases for your website.
SEO also focuses on creating informative and keyword relevant title tags and meta descriptions, which
show up in the result pages. Having optimized tags and descriptions helps to increase click through rate,
which also promotes increases in qualified web traffic.
ROI - SEO provides trackable and quantifiable results, regardless of whether you are an ecommerce or
non-ecommerce site so there are no qualms when it comes to ROI. SEO agencies are able to track nearly
every aspect of their strategy, like increases in rankings, traffic and conversions. Comprehensive
analytics also provide the ability to drill down at a granular level and see demographic information and
other engagement metrics for individuals who have interacted with your website. For Ecommerce sites,
SEO agencies can see which paths users take in order to complete a sale, all the way down to which
keyword they used to search for you prior to purchasing. For non-Ecommerce sites, you can attribute
values to your lead conversions, like a 'contact us' form fill-out, and calculate the value of your SEO
strategy that way.

4. Cost effectiveness - SEO is one of the most cost-effective marketing strategies because it targets users
who are actively looking for your products and services online. SEO's inbound nature helps businesses
save money as opposed to outbound strategies like cold-calling. While cold-calling can still be an
effective strategy, the leads generated cost 61% more than leads generated by an inbound strategy like
SEO. And since SEO also targets users who are actively searching for products and services like yours, the
traffic resulting from SEO is more qualified than many other marketing strategies, resulting in cost-
savings for companies.
Increased site usability – In an effort to make your website easier to navigate for the search engines,
SEO simultaneously helps to make your website more navigable for users as well. SEO consists of
rearranging the site's architecture and links to make pages within the website easier to find and
navigate. This not only makes it easier for search engines to crawl your site and find pages, but also
makes it easier for users to find information on your website as well.
Brand Awareness - Since top position rankings result in significant impressions, having your website in
these top positions on the result pages translates to more exposure for your website. Plus, being on the
first page for your targeted keywords not only helps users to associate your brand with those keywords,
but it instills trust, since companies on the first page are generally perceived to be more trustworthy.
The more your pages and content rank in high positions in the search engines, the more chances you
have for users to see your content and associate with your brand.
Google Algorithms and Update
1. Panda
Launch date: February 24, 2011
Hazards: Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing
How it works: Panda assigns a so-called “quality score” to web pages; this score is then used as a ranking
factor. Initially, Panda was a filter rather than part of Google’s ranking algo, but in January 2016, it was
officially incorporated into the core algorithm. Panda rollouts have become more frequent, so both
penalties and recoveries now happen faster.
2. Penguin
Launch date: April 24, 2012
Hazards: Spammy or irrelevant links; links with over-optimized anchor text
How it works: Google Penguin’s objective is to down-rank sites whose links it deems manipulative. Since
late 2016, Penguin has been part of Google’s core algorithm; unlike Panda, it works in real time.
3. Caffeine

5. On August 10, 2009, Google announced Caffeine – which would become one of the most important
updates in the search engine’s history.
Caffeine was a new web indexing system.
This new system allowed Google to crawl and store data far more efficiently.
4. Google: EMD Update
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. When a fresh EMD Update happens, sites that have improved their contentmay
regain good rankings. New sites with poor content — or those previously missed by EMD — may get
caught.
5. Hummingbird
Launch date: August 22, 2013
Hazards: Keyword stuffing; low-quality content
How it works: Hummingbird helps Google better interpret search queries and provide results that match
searcher intent (as opposed to the individual terms within the query). While keywords continue to be
important, Hummingbird makes it possible for a page to rank for a query even if it doesn’t contain the
exact words the searcher entered. This is achieved with the help of natural language processing that
relies on latent semantic indexing, co-occurring terms and synonyms.
6. Pigeon
Launch date: July 24, 2014 (US); December 22, 2014 (UK, Canada, Australia)
Hazards: Poor on- and off-page SEO
How it works: Pigeon affects those searches in which the user’s location plays an important part. The
update created closer ties between the local algorithm and the core algorithm: traditional SEO factors
are now used to rank local results.
7. Mobile
Launch date: April 21, 2015
Hazards: Lack of a mobile version of the page; poor mobile usability
How it works: Google’s Mobile Update (aka Mobilegeddon) ensures that mobile-friendly pages rank at
the top of mobile search, while pages not optimized for mobile are filtered out from the SERPs or
seriously down-ranked.
8. Google: Pirate Update

6. 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. When this happens, sites previously impacted may escape, if
they’ve made the right improvements. The filter may also catch new sites that escaped being caught
before, plus it may release “false positives” that were caught.
9. HTTP vs HTTPS
Google has announced that going HTTPS — adding a SSL 2048-bit key certificate on your site — will give
you a minor ranking boost.
Operators in SEO
Site: This will show you the no. of indexed pages in the website
Syntax: site:www.xyz.com
Cache: It will give you the crawler visited date and Time.
Implementation of SEO
Business Analysis:
Business analysis is nothing but identifying business pages in Website.
Keyword Research:
Keyword research is a core SEO task that involves identifying popular words and phrases people enter
into search engines -make in an attempt to figure out what to rank for. Researching keywords gives
marketers a better understanding of how high the demand is for certain keywords and how hard it

7. would be to compete for those terms in the organic search results, offering some direction to
optimization efforts.
Keyword Types:
Longtail Keywords- Combination of 4+ words
Normal Keywords
Keyword Analysis:
Techniques:
1.Brain stroming
2.Google Suggest
3. Keyword Planner
Tools:
Ubersuggest
Keywords Everywhere
Keyword Position Analysis: Keyword position analysis is nothing but finding our website position for a
Targeted keyword in Search Results of Search engine interface.
Website position Analysis: website position analysis is nothing but finding our website position for a
Targeted keyword in Search Results of Search engine interface.
Note: Both are Same But in terms of Website you need to check many keywords.
Competitive analysis
Competitive analysis is a key aspect when in the beginning stages of an SEO campaign. Far too often, I
see organizations skip this important step and get right into keyword mapping, optimizing content, or
link building. But understanding who our competitors are and seeing where they stand can lead to a far
more comprehensive understanding of what our goals should be and reveal gaps or blind spots.
Note: Please check Competitive analysis Excel sheet.

8. SEO ─ Tactics and Methods
SEO techniques are classified into two broad categories:
• White Hat SEO – Techniques that search engines recommend as part of a good design.
• Black Hat SEO – Techniques that search engines do not approve and attempt to minimize the
effect of. These techniques are also known as spamdexing.
SEO ─ Types
ON-Page SEO:
It refers to all the things that we do within our website such as title, description, content, image,
keyword stuffing, internal linking, etc. Overall the on-page technique means structuring or building your
website to be search engine friendly.
OFF-Page SEO:
Off-page SEO will help make your website popular on the internet, so you can get more visibility. With
the on-page techniques we can get visibility in search engines. But only off-page SEO techniques will
help improve your website position in SERP. Take a look at the list of top 10 best off-page SEO
techniques now in trend
• ON-Page SEO Factors
1. Page Titles
Your page titles are one of the most important SEO factors on your site. Each of your pages & posts
should have its own unique title, which includes the main keywords for that page.
For example, you could write a blog post about a new chocolate cake recipe that you have tried. It is
therefore vitally important that you include ‘Chocolate Cake Recipe’ within your post title, perhaps “Easy
Chocolate Cake Recipe” or “ Chocolate Cake Recipe for kids”, etc.
This way, whenever someone searches for Chocolate Cake Recipes in a search engine, your post has a
better chance of showing up because you have included those keywords.
Title tag in Blogger
--------------------------
In blogger by default all the pages have the same title tag, that is the website title itself, according to
SEO every webpage must have different and only one title tag and must have your keywords, for this
title tag optimization has to be done by following the steps shown below:

9. Go to Dashboard > Template > Edit HTML
Then search for:
<title>........</title>
Then replace it with following code:
<b:if cond='data:blog.pageType == "index"'>
<title><data:blog.title/></title>
<b:else/>
<title><data:blog.pageName/>
</title>
</b:if>
Note: Some templates have the above setting by default, check the same before doing any changes.
2. Meta Descriptions
Many people forget to include meta descriptions for their pages. These descriptions are an important
place to include relevant keywords for your content, as these are used within the search results when
your page is listed.
For instance, if we continue to use the ‘Chocolate Cake Recipe’ example, then a good meta description
for that page would include those keywords and related ones.
So, “This easy chocolate cake recipe is possibly the most delicious, mouth-watering, chocolatey cake
ever made.” would be a great meta description to use, as it is relatively short, whilst containing a
number of specific keywords.
3. Meta Tags
For each of your pages, you can include a set of keywords in the form of meta tags. These should be all
the relevant keywords of your content, which you will have researched previously.
I use a WordPress plug-in on my sites called ‘All In One SEO Pack’. This allows me to enter all of my meta
tag keywords, meta description and page title at the bottom of each of my posts before publishing. This
simply inserts all of the information into your page HTML format for you, making your life a little easier.

10. 4. URL Structure
Including search engine friendly URLs for each of your pages is highly recommended, as these bring
better crawling. Shorter URLs seem to perform better in search engine results, however that is not the
only factor.
URLs that include targeted keywords, also perform better. The location of these keywords can also be a
major influence. For example site.com/keyword would perform better than
site.com/365/738/subfolder/keyword etc.
5. Body Tags (H1, H2, H3, H4, etc.)
When writing your articles, you should break up your content into smaller sections & paragraphs to
make it easier for people to read. These sections can be given heading, which is where H1,H2, H3, H4,
etc. tags are used.
Generally H1 tags are reserved for your main page title, with subsequent headings (just like the ones I
have used throughout this post) being issued H2, H3, etc. Search engines use these to determine what is
important within your content. This is why keyword rich headines are more useful than generic ones.
Make sure you write keyword rich headings in the order of priority in H1, H2 and H3 title tags. They are
used by many crawlers to differentiate important content.
6. Keyword Density
Including relevant keywords throughout your content is very important, as it helps search engines work
out what your content is about. However, try not to excessively repeat and overuse keywords just for
search engine robots. This can lead to your site being banned from search engines.
To avoid this, try to keep your keyword density to roughly 2-5%. If you find this hard, get out a thesaurus
and broaden your writing vocabulary. This way, you are still writing about the same thing, without risk of
being banned.
7. Image SEO
Using images within your content is a great way to make your site more visually appealing and break up
boring chunks of text. You can utilise these images to help improve your site SEO.
All your uploaded images have titles, so treat them just the same as your page titles. Including relevant
keywords can help people find your site when searching on Google Images.
You can also include Alt Text and Descriptions for your images, making them even more useful with SEO.
8. Internal Linking

11. People often think that the only links that count are those from other websites. While these links are
important, these are not the only important links!
Placing links to your other website pages, is a great way of improving your site and used properly,
internal links can be a useful weapon in your SEO arsenal. Not only does it make it much easier for your
visitors to navigate around your site and find all of your content, but it also ensures that your site gets
properly crawled allowing the search engines to find all of your pages. It also helps to build the relevancy
of a page to relevant keywords and phrases, whilst also helping to increase the Google PageRank of your
pages.
9. Canonical Tag
A canonical tag (aka "rel canonical") is a way of telling search engines that a specific URL represents the
master copy of a page. Using the canonical tag prevents problems caused by identical or "duplicate"
content appearing on multiple URLs.
10. Breadcrumbs
Breadcrumbs are an important part of almost any good website. These little navigational aides not just
help people visualize where they are on your site, but also help Google determine how your site is
structured. That’s why it makes a lot of sense to add these helpful little pointers. Let’s see how
breadcrumbs work.
11. Social Sharing Icons
The search engines now include the strength of a link in social media as an algorithm-ranking factor.
Strength is measured by calculating the number of times that content is shared, tweeted, liked, and
posted in social media. So if your content is getting shared frequently, that will improve its search
engine ranking for relevant keywords.
OFF-Page SEO Techniques
Work on off-page SEO you can nee to increase lots of Quality Back link, and you need to submit your
website link on the various website with targeting or highlight your “Keyword” now look following off-
page submission that is done for increasing keyword rank.
Directory Submission

12. Directory Submission is one of the important submission method directory website similar to telephone
directory they have some category and subcategory to submit your website or landing page URL with
Highlighting your keyword, store information of website ,you can simply visit website and click to
Submit free link option and post your website link, title, Description, Keyword, Meta Description, and
chose free or Regular Link option before submitting your website link , free listing is not approval or live
instantly it tech 4 to 5 month for life.
Social Bookmarking
Social Bookmarking is one of the best ways for Increase traffic and Keyword rank on that website we can
share our story, bookmarking website like tumbler, Digo, Pinterest etc. that proving Keyword
Highlighting Facility you can simply log in and share your link with title and targeting keyword. Book
marking site similar like social Network site user can share anything, you can share your content on
bookmarking website and any one can click you post and redirect your website.
Classified ads Submission
Classified Ads Website is the Online Promoting and Marketing such a lead Generating, Ads Posting
platform they also proving free post your website or Business as with link and Targeting Keyword, their
sum category an sub category to submitting you ads in Relevant Category.
Local Business Listing
Local Business Listing can process that targeting the local People and area three are thousand of
the free website that allows you to list your Business on their Website. Just deal, Sulekha, Yellow pages
etc . website is the famous of local listing submission in SEO.
Blog Commenting
Blog commenting is one of the ways to increase back link but some time get Do follow link and
sometimes No follow link, for posting comment you can find .blogspot.in or .com website for posting
comment with hyper link on your keyword we show in blog how to do blog commenting you can find the
link to our blog.
Forum Posting
Forum posting is the question answer Disuse website that allows user to add their query and discuss
most of the website provide the link feature to your answer or question ex. Quara website provides add
the link option to your comment how to do forum posting we already write it you can find on our blog.
Articles Submission
Articles Submission is very effective way to get quality back link for website and traffic it can help to
improve your website traffic in a particular keyword, you can write unique articles and publish the
articles submission website.

13. Press release Submission
The press release is the process to use when our Business can achieving something, company Launch
New Product or Offer for a user , in case we create a news and post to Press releases website press
release can help to get lead for Business.
Web 2 .0 submission
Web 2.0 is advanced SEO technique that can be use to rank your keyword on major search engine, in
that case we can find the sum of high pr website, that allows you to create a free blog on their hosting
or sub domain we can create blog and publish our articles with 2 back links there
no fear about spamming submission.
Video Submission
Video Marketing is today’s best way for earn quality traffic for website and YouTube is king of video
sharing website site. Video submission we are creating a video using PPT or Video Making software and
add your content keyword etc and publish to video sharing website like YouTube , Daily motion etc.
Images Submission
Image posting website is also one off page SEO technique for using increasing website traffic with use
images, info graphic images and publishes to images posting website like flicker, Pinterest, Instagram
etc. That allows adding the link on your images to click and redirect to your website.
Document Submission
Document submission process we create a pdf or PPT file with adding Back link in and publish to the pdf
or PPT file sharing website like issuu.com , shideshare.net etc. document sharing the website that
website providing adding your keyword option in their dashboard before publishing your document.
Question and Answer
One of the best ways you can get high traffic is from question and answer websites. Join high PR
question and answer sites and search for questions related to your business, blog or website and give
clear answers to these questions. Give a link to your website which will help in bringing you more
visibility.
Infographics Submission
Make creative infographics. These days, infographics are getting popular on the internet. Submit your
infographics on infographics submission websites and give reference links to your webpage or blog. The
image sizes differ with different websites.