1. SEO
Lead generation

2. Search Engine
• A program that searches for and identifies items in a database that correspond to
keywords or characters specified by the user, used especially for finding particular
sites on the World Wide Web.
• Ex: Google, yahoo, Bing etc

3. search engine results page (SERP)
• A search engine results page (SERP) is the page displayed by a search engine in
response to a query by a searcher. The main component of the SERP is the listing
of results that are returned by the search engine in response to a keyword query,
although the page may also contain other results such as advertisements.

4. How search engine listing work
• Search engines have two major functions: crawling and building an index, and
providing search users with a ranked list of the websites they've determined are
the most relevant.

5. Crawling
• When Google visits your website for tracking purposes. This process is done by
Google’s Spider crawler.
• In the SEO world, crawling means following your links and “crawling” around
your website. When bots come to your website (any page), they follow other
linked pages also on your website.
• After crawling has been done, the results get put onto Google’s index (i.e. web
search).

6. Indexing?
• Indexing is the process of adding webpages into Google search.
• Depending upon which meta tag you used (index or NO-index), Google will crawl
and index your pages. A no-index tag means that that page will not be added into
the web search’s index.

7. Queries & Keyword in Search engine Optimization?
• Queries are related with the users i.e. those who want to search something on
the web. So, they will open any search engine and will type about what they want
to search
• The keyword is a specific word that users are looking for on the web. In the above
example, a user wants to know about Blue Jeans so that is your keyword.

8. Queries v/s Keyword in Search engine
Optimization?

9. Keyword stemming
• Keyword stemming is a useful tool for web pages and search engine
optimization. The process of keyword stemming involves taking a basic but
popular keyword pertaining to a particular website and adding a prefix, suffix, or
pluralisation to make the keyword into a new word.

10. Search engine algorithms
• A good search engine does not attempt to return the pages that
best match the input query. A good search engine tries to answer
the underlying question
• A search engine algorithm is a set of rules, or a unique formula,
that the search engine uses to determine the significance of a
web page.
• Each search engine has its own set of rules.
• The algorithms, as they are different for each search engine, are
also closely guarded secrets, but there are certain things that all
search engine algorithms have in common.

11. SEO (search engine optimisation)
SEO is an abbreviation for search engine optimization.
SEO is the process of improving the volume or quality of traffic to a web
site from search engines via search results.
SEO aims to improve rankings for relevant keywords in search results
Search engine optimization is the term used to describe a set of processes
that aim in optimizing a website for search engines.

12. SEO keywords
• Your SEO keywords are the key words and phrases in your web content that
make it possible for people to find your site via search engines.
• A website that is well optimized for search engines "speaks the same language"
as its potential visitor base with keywords for SEO that help connect searchers to
your site.

13. Process of SEO
1.Off Page Optimization
2.On Page Optimization

14. On page seo
• On page optimization refers to all measures that can be taken directly within
the website in order to improve its position in the search rankings. Examples of
this include measures to optimize the content or improve the meta tags

15. Process of SEO
SEO

16. On Page SEO Elements
• Title tags
• Meta tags
• ALT tags
• Header(H1,H2) tags
• URL Structure
• Image Optimization
• Content

17. Title tag
• Use targeted keywords/phrase towards the beginning of Title tag.
• No spelling and grammatical mistake.
• Keep length limit to 50 - 60 Characters only with spaces.
Try to avoid Stop Words.
Syntax:
<title>ISTPlive Digital Marketing</title>

18. Title tag

19. Meta tags
• Meta tags are snippets of text that describe a page’s content; the meta tags don’t
appear on the page itself, but only in the page’s code. We all know tags from blog
culture, and meta tags are more or less the same thing, little content descriptors
that help tell search engines what a web page is about.
• Syntax:
<meta name="description" content="ISTPlive is a complete
solution for organizations to outperform their competitors and
to grow their business in leaps and bounds">

20. Meta charset
• The meta content type tag is used to declare the character encoding of a website.
• Syntax:
• UTF-8 is a compromise character encoding that can be as compact as ASCII (if the
file is just plain English text) but
<head>
<met
a charset="UTF-8">
</head>

21. meta description
• It’s a short description about your page content.
• unique description for every page.
• Put your main keywords first.
• Add unique & relevant meta keyword .
• Use your targeted keyword in the meta tags
• limit the length to 155 - 160 characters.
<head>
<meta name="description" content="This is an example of a
meta description.">
</head>

22. Meta keyword
• Meta Keywords are comma separated words that describe the context of a web
page in short one or two word phrases.

23. Meta content
• Meta tags are snippets of text that describe a page's content; the meta tags don't
appear on the page itself, but only in the page's code.
• We all know tags from blog culture, and meta tags are more or less the same
thing, little content descriptors that help tell search engines what a web page is
about.

24. Meta viewport
• A viewport controls how a webpage is displayed on a mobile device.
• Without a viewport, mobile devices will render the page at a typical desktop
screen width, scaled to fit the screen.
• a viewport gives control over the page's width and scaling on different devices

25. Content Optimization
• In general, content optimization is the process of making the
content of a website more attractive to search engines and users.
• There are several parts of your website that we will review and
improve as part of this process.
• These include the content or copy, broken links, title tags and
meta tags.
• Once these improvements are implemented, search engines will
find it easier to index your website and display it in relevant
search results.
•

26. Image Optimization
• Search engines only read texts and codes. So here you do image
optimization to let the search engine knows that is an image.
• Image file type/format should be .jpg or .png
• You should rename your image when you download it from others
site. Rename it with dash/hyphen (-) sign, for example: red-apple-
image.
• Image length not should be more than 100KB for a large size
images, 50KB for a medium size images and 30KB for small
images.

27. Alt tag
When you click on the image, properties option will show the right corner, click
the properties option.
Here you will see two text bars, first one is Title and the other one is Alt tag. Do
not put the same text for both title and Alt tag. Putting your targeted keywords
for both. Try to keep it 3/4 words in the Alt tag. Don’t use any Stop Words or any
kind of sign for alt tag.

28. Video Optimization
• Video optimization refers to a set of technologies used by mobile
service providers to improve consumer viewing experience by
reducing video start times or re-buffering events. The process also
aims to reduce the amount of network bandwidth consumed by
video sessions.
• Similar rules to images apply when adding videos to your website
and in particular.
• Adding videos to your pages makes your content more interesting.

29. • Videos can really slow a website down so don’t try to stream the
videos from your website but use a streaming service like
Youtube.
• Make sure that your videos have proper filenames, good titles
and descriptions. Search engines cannot view the videos and
understand the content but they use the data you give them in
the filename, titles, descriptions and keywords to figure out what
the video is all about.

30. favicon
• A favicon, short for 'favourites icon', is a small 16×16 or 32×32 pixel image that
web browsers display in the URL bar and on browser tabs to help users visually
identify a site. The file generally must be in the *.ico format for most browsers.

31. Working of Robots.TXT, Do-Follow Links
• Meta robot tag is used to tell the Robot which page to be indexed/ followed and
which should not.
• This tag need to be included in those pages which you don’t want to get indexed.
Syntax: <meta content=”noindex,nofollow”>

32. Off Page SEO Includes
• Link Building
• Blog Submission
• Directory Submission
• Social Bookmarking
• Classifieds Submission

33. Off page seo
• Off page SEO refers to techniques that can be used to improve the position of a
web site in the search engine results page (SERPs).
• off-page SEO happens outside the site. If you write a guest post for another blog
or leave a comment, you’re doing off-page site promotion.

34. Link Building
• Link building refers to the process of getting external pages to link to a page on
your website. It is one of the many tactics used in search engine optimization
(SEO).

35. Blog Submission
• Blogging is one of the most advanced methods of boosting traffic and linking
power to your website. Blogs are naturally pre-optimized link magnets for search
engines

36. Directory Submission
• Directory submission in SEO is process of submitting our website URL on various
business directories or web directories to create backlinks. Backlinks are used by
search engines to improve ranking. If you have more backlinks to your website
from relevant websites, ranking of your website will improve

37. Social Bookmarking
• Social bookmarking is a web technology that is used to store, organize and share
the bookmarks of the websites. Social Bookmarking has become very popular
recently. The bookmarked websites can be held private or shared publicly. You
can share your favorite links with your friends, colleagues or family members.

38. Classifieds Submission
• classified is kind of online advertising, you can create a new ad with your proper address and
submit on good classified sites
• In simple terms, the ads that you see on newspapers which can also be found on online
magazines, news portals etc. classified ads can help you boost your products or blog’s exposure at
a cheaper cost, they usually cost you really cheaper when compared to other marketing
strategies.

39. • Classified ads are the source of advertising platforms for
the companies or small business to promote their
products or services. Classified advertising was
previously famous for newspapers, magazines etc but
now we can do classified advertising online also and
best of all it is both free and paid. Classified sites can
promote your services or products through their online
portal and the business owners can post their
advertisement in the relevant category of the classified
portal. A online classified portal has many categories
and it can nearly serve all the industries.

40. Social Media Plugins
• Social media plugins are easy ways of sharing content with other
people via social media platforms. The most common way is a Share
or Like button.
• With plugins for major platforms, our social media share buttons are
easy to install, with no code required. Create facebook, twitter and
pinterest share buttons in seconds.

41. Importance of Live Chat Integration
• Live chat increases conversions and sales
• Customer Who chat are three times more likely to buy.
• Live chat improves Customer satisfaction levels
• Live chat increases customer services efficiencies and lowers
customer service costs.

42. Google Web Master Tools
• Google Webmaster Tools also allows to know if your site is infected
with malware. ... Google Webmaster Tools is a really valuable
instrument for SEO. It gives you at a glance data about all
important SEO aspects of a site, such as keywords, links, crawl errors,
etc
• A simple way to describe the difference between Google
Analytics and Google Webmaster Tools is this: Webmaster Tools
reports on how search engines interact with your site, while Google
Analytics reports on how website users interact with your site.

43. Google Analytics
• Google Analytics is an online Google platform that generates detailed
statistics about a website's traffic and traffic sources and measures
website conversions and sales.

44. • Google analytics is a web analytic solution by which you can measure
the traffic and market effectiveness of your site. Google analytics
offers certain tools and techniques by which the web site owners can
easily analyze the performance of their web sites. Google is an
amazing search engine, which rates as one of the largely used search
engines in this electronic world. Around 80% of the all internet
searches are done through Google. Google doesn’t care about what
kind of articles that you are submitting. It will index almost
everything.

45. • The 404 error is the numerical value of the error occurred. The error
number is one of the value to identify the error. It holds information
about the error, the possible cause of the error, the action that
caused the error. Error numbers was used to address the errors in the
common error code format used by windows and other windows
compatible software and driver vendors.
404 errors

46. URL Redirection
• A 301 redirect, or also known as a permanent redirect, should be put in place to
permanently redirect a page. The word 'permanent' is there to imply that ALL
qualities of the redirected page will be passed on to the detour page.

47. XML sitemap
• An XML sitemap is a bit of Extensible Markup Language (XML), a standard
machine-readable format consumable by search engines and other data-
munching programs like feed readers. XML sitemaps convey information about
one thing: the URLs that make up a site.
• A sitemap is a file where you can list the web pages of your site to tell Google and
other search engines about the organization of your site content. Search engine
web crawlers like Googlebot read this file to more intelligently crawl your site.

48. Alexa ranking
• Alexa rank is very important for SEO purpose, your website's value
and impression depends on your Alexa ranking.
• In SEO mostly webmasters watch and decide your site's valuation by
it's Alexa ranking. ... The Alexa rank is a crude measure of traffic. And
the traffic to a site has an increasing impact on it's ranking.

49. Google PageRank
• Google PageRank (Google PR) is one of the methods Google uses to determine a
page's relevance or importance. Important pages receive a higher PageRank and
are more likely to appear at the top of the search results. Google PageRank (PR) is
a measure from 0 - 10. Google Pagerank is based on backlinks.

50. Website Analytics and Reporting
• Moz.com
• Alexa Ranking
• Google Webmaster tool
• GTmetrix

51. Important Google Algorithm updates
• Google Panda Update
• Google Penguin Update
• Google Pirate Update
• Google EMD (Exact Match Domain) Update
• Google Hummingbird
• Rank Brain Update
• Google Payday Update
• Google Pigeon Update
• Google Mobile Friendly Update

53. Google Panda
search filter introduced in February 2011.
Also called farmer update
Low quality content
Poor content
copy paste
Grammatical error
Spelling mistake

54. Google Penguin
first announced on April 24, 2012
The update is to catch sites deemed to be
spamming its search results
This includes
paid links,
asking for a link,
negotiating link exchanges,
automating link creation ,
buying links or obtaining them
through link networks

55. Google Pirate Update
• 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

56. EMD (Exact Match Domain) Update
• Google launched in September 2012
• to prevent poor quality sites from ranking.
• Simply because they had words that match search terms in their
domain names

57. Google Hummingbird
• Introduced in September 2013.
• Hummingbird is paying more attention to each word in a query,
ensuring the whole query — the whole sentence or conversation or
meaning — is taken into account, rather than particular words.
• It is a new search platform as the name means “precise and fast” is
developed in a way to give a semantic search result.
• It act as a personal assistant & knowledge
Graph provides gives a better result.

58. Rank Brain
• Rank Brain is an artificial intelligence (AI) program used to help
process Google search queries.
• If Rank Brain sees a word or phrase it isn’t familiar with, the machine
can make a guess as to what words or phrases might have a similar
meaning and filter the result

59. Google Pigeon Update
• Launched on July 24, 2014
• The Pigeon Update is a new algorithm to provide more useful,
relevant and accurate local search results.
• This is quite useful for the user and the local business

61. Payday loan update
• Introduced in June 2013
• This algorithm is targeted to remove the spammy queries
• This update, which was designed to combat specific search queries
that tend to have a high number of extremely spammy results was
launched in June 11, 2013

62. Mobile-Friendly update
• On April 21 2015
• boost to mobile-friendly pages in Google’s mobile search results
• Its text has to be readable without tapping and zooming

63. SEO Techniques
• White Hat
• Black Hat
• Gray Hat

64. White Hat
• White Hat SEO refers to any practice that improves your search
performance on a search engine results page (SERP)while
maintaining the integrity of your website and staying within the
search engines' terms of service.

65. • These tactics stay within the bounds as defined by Google.
Examples include:
• Offering quality content and services
• Using descriptive, keyword-rich meta tags
• Making your site easy to navigate

66. Black Hat SEO Techniques
• Black hat SEO refers to a set of practices that are used to increases a
site or page's rank in search engines through means that violate the
search engines' terms of service. The term "black hat" originated in
Western movies to distinguish the "bad guys" from the "good guys,"
who wore white hats (see white hat SEO).
• Recently, it's used more commonly to describe computer
hackers, virus creators, and those who perform unethical actions
with computers.
• https://designhammer.com/blog/17-black-hat-seo-techniques-avoid

67. • Content Automation
• Doorway Pages
• Hidden Text or Links
• Keyword Stuffing
• Reporting a Competitor (or Negative SEO)
• Sneaky Redirects
• Cloaking
• Link Schemes
• Guest Posting Networks
• Link Manipulation (including buying links)
• Article Spinning
• Link Farms, Link Wheels or Link Networks
• Rich Snippet Markup Spam
• Automated Queries to Google
• Creating pages, subdomains, or domains with duplicate content
• Pages with malicious behavior, such as phishing, viruses, trojans, and other
malware

68. cloaking
• Cloaking is a search engine optimization (SEO) technique in which the content
presented to the search engine spider is different from that presented to the
user's browser.

69. meta tag stuffing
• In normally meta-tag keywords are using on the web pages related to
the purpose of good SEO tactics. But if you using many times that
particular meta-tag keyword means are referred as keyword stuffing

70. Gateway pages
• It is referred as the website consist number of keyword instead of
more contents. They will fill the pages by using the same words again
and again

71. Keyword stuffing
• It is also same as Meta tag stuffing; it is a process
of using more times of a particular keyword to
make your site at a top position.

72. Gray Hat
• Gray Hat SEO is an SEO practice that's riskier than White Hat SEO,
but one that may or may not result in your site being banned from
search engines and their affiliate sites.
• Generally, Gray Hat SEO practices belong in neither the Black
Hat nor White Hat category because the terms of seo
• it is what its name suggests. It’s somewhere in the middle of
white and black and if used by a professional, can still be
effective.

73. • It is what its name suggests. It’s somewhere in the middle of
white and black and if used by a professional, can still be
effective.
• Grey hat consists of techniques such as:
• Cloaking
• Purchasing old domains
• Duplicate content
• Link buying
• Social media automation and purchasing followers

74. #.Careful Use of Social Bookmarking Sites
Submitting your website links on social bookmarking sites can help your SEO. But, you should
be careful about overdoing it. The best approach is to share your links once or twice on these
sites.
#. Buying Expired Domains
This technique is one of the most popular grey hat strategies. It works great if it’s done right.
This strategy refers to buying an expired domain to improve your website backlinks.
When you buy an expired domain, you should be careful to buy a reputable URL. That’s why
it’s recommended that you check if search engines didn’t penalize it in the past. The domain
should be relevant to your niche and free of any toxic links.

75. #. Having Several Social Media Accounts
You might think that only your content can improve your rankings. Yet, search engines also
look into social signals. Do you’ve social media accounts for your blog?
If you don’t, it’s better to start sooner rather than later. You should open multiple social
media accounts to improve your social presence. When you only have one account on a
social media network, it’s considered white hat SEO.
But, it falls into grey hat SEO when you create multiple dummy accounts on social media.
These accounts can help you increase your followers, shares, and traffic. It isn’t
recommended to use this technique if you’re looking to become a niche expert.
#. Submitting Your Website to Web Directories
You can get relevant and high-quality free backlinks by submitting your website to web
directories. Here you’ll list your website on those directories under a category.
Not all web directories are alike. So you should research and submit your website only to
web directories that can generate high-quality backlinks.