The document outlines the fundamentals of digital marketing focused on search engine optimization (SEO), including how search engines work through crawling, indexing, and ranking. It distinguishes between various SEO techniques, such as white hat and black hat practices, and discusses essential elements of on-page optimization like meta tags, image optimization, and content quality. Additionally, it highlights the importance of keywords and tools like Google Keyword Planner for effective keyword research.

1. DIGITAL
MARKETING

2. Search engine optimization
It is a software system designed to search out the
information from world wide web according to the
user’s query Examples – Google, Yahoo, Bing, Baidu,
Yandex, etc.

3. How search engine works:
• Search engine works in three methods;
• Crawling: searching and scanning of a website or a web page.
• Indexing: storing of a website or a web page in data base center of
search engine.
• Ranking: Based on your quality of content ranking is provided to your
website

4. Techniques of SEO
• White Hat SEO: It is the body of approved search engine optimization tactics designed to
increase a website’s position on a SERP organically
• Black Hat SEO: It is a practice against search engine guidelines used to get a site higher to
in ranking on SERP
• Keyword stuffing: Keyword refers to the practice of filling your content with irrelevant
keyword in on attempt to manipulate the page ranking on SERP.
• Cloaking: It involves showing one piece of content to user and different piece to crawlers.
• Sneaky URL Redirects: A redirects involves sending someone to a different URL than the
one they initially clicked.
• Content hiding: Invisible/hidden text is any text that search engine can view but readers
can’t.
• Copied content: It means copy pasting the same exact content or blogs of content that
are very much similar across different website.

5. Website:
• Website is simply collection of webpages of codes, codes that
describe the layout, format, content on a page. i.e. website is need to
purchase Domain and Hosting.
• Domain: It is simply name of website /company. The unique name
appears after www in website.
• Hosting: It is a space allocated on a server for a website to store it’s
files

6. Keyword:
• Any query searched in search engine search box is known as keyword.
• Types of keywords:
• Generic keyword
• Short tail keyword
• Long tail keyword
• Seasonal keyword

7. Keyword planner tool:
• It helps you research keyword for your search engine campaign The
best
• Keyword planner tool is “google keyword planner tool.” This tool is
free of
• Cost and explore hundreds of results to users.

8. On page optimization:
• It refers to all measures that can be taken directly the website in order to
improve its position in the search rankings.
• Meta Tag Optimization:
• Title Tag: It is appearing at the top area of web browser and as the first line
in SERP. So it is important to optimize it properly.
• = Place it is within the Head Section.
• Place your primary keyword as a title.
• = Character limit is 60-70 character including space
• Description tag: It appears as a second line in the search origin result
pages. Esseritially it provides a brief description to the visitor about your
page.
• = Place your description tag directly just below the title tag.

9. Image optimization:
• Image optimization involves creating and delivering high quality image in
the ideal format size and resolution. Image consume more bytes than any
other part of the website.
• Alt Tag: An Alt tag also known as “Attribute” and “Alt description”
• Viewer may understand the image but search engine spider needs dues.
• Without alternative text search engine can’t index your image content
accurately
• Alt = “image name”
• Image Compress: It is the process of reducing the amount of space an
image takes up. If you cornpross an image, it will take loss storage so that
instead of one image you can store more image. Load time of website
should be in between 2-3 second.

10. •Creating & uploading robots- txt file:
• Disallow:/
• User-agent: googlebot
• Disallow:/ privacy-policy
• Once you crated robots: txt file then upload it on server.
•Robot Meta Tag :
• A robot meta tag. also known as robot tag.
• Is a piece of HTML code that’s placed in the head section of pages and it
• Used to control how search engines crawl and index the URL.
• <meta name=”robots “content= ‘no index/ no follow/>

11. Creating and Uploading XML and HTML
• Sitemap: A sitemap is a list of pages of a website accessible to the
crawler or user A site is a blueprint of your website that help search
engines find. crawl and index all of your website’s content.
•
• XML sitemap: XML refers to the markup language also known as the
code that makes a sitemap XML sitemaps are usually made for search
• HTML sitemap: An HTML sitemap is of hypertext format so it is
enabled to users to find a page on your site that they are looking for.

12. Content Optimization
• It is the process of marking sure content is written in a way that it can reach the
largest possible target audience. The process of optimizing content should
including making sure associate keyword are present adding meta tag and
relevant links.
• = content is the only king of digital marketing.
• = your content be quality content.
• = include keyword in your content.
• Content should be at least 700 in a webpage
• = Also apply some SEO techniques.
• There are two tools are used for content optimization:
• Grammarly - To cheak grammar of content.
• Plagiarism – To cheak weather content is copied or not.