This document provides an overview of search engine optimization (SEO). It discusses popular search engines like Google, techniques for on-page and off-page SEO, white hat and black hat SEO strategies, and Google algorithms like Panda and Penguin. The document also covers the need for SEO, advantages like increased traffic, and disadvantages such as not reaching the intended audience.

2. CONTENTS
 Introduction
 Search Engine
Popular Search Engines
 What Is Search Engine Optimization
 Need of Search Engine Optimization
 Kinds Of Search Engine Optimization
On-Page SEO
Off-Page SEO
 Techniques of Search Engine Optimization
White Hat SEO
Black Hat SEO
Grey Hat SEO
 Top Google Algorithms
 Advantages of SEO
 Disadvantages of SEO
 Conclusion
 References

3. INTRODUCTION
• SEO Stands for “Search Engine Optimization”.
• Search Engine Optimization is all all about
increasing your website’s visibility in the
organic search results of major Search Engines

4. SEARCH ENGINE
• An internet-based tool that searches an index of
documents for a particular term, phrase or text
specified by the user.
• Commonly used to refer to large web based search
engines that search through billions of pages on the
internet.
• It finds matching documents and display them
according to relevance.

5. Popular Search Engines
• Google • Yahoo • Bing • Ask • DuckDuckGo

6. WHAT IS SEO
• Search engine optimization(SEO) is the process of affecting the
visibility of a website or a web page in a web search engine’s
unpaid results.
• It is the process of getting traffic from
the “free”, ”organic”, ”editorial” or
”natural” search results on search engine.
Search Engine Optimization helps the
engines figure out what each page is about, and how it may be
useful for users.

7. NEED OF SEO
• SEO helps to ensure that a site is accessible to a
search engine and improves the chances that the site
will be found by the search engine.
• The higher a website naturally ranks in organic
results of search, the greater the chance that the site
will be visited by a user.

8. KINDS OF SEO
Two Kinds of SEO
1. On-page SEO
2. Off-page SEO

9. ON-PAGE SEO
• On page SEO(also called “on-site SEO”) is carried out on
every page of the website itself.
• It includes those changes that we make to our site or on
the lines of which we develop a website, that make it
search engine friendly.
• Techniques that come under it:
i. Original and relevant content
ii. Meta tags
iii. Meta description
iv. Keyword frequency
v. URL structure

10. OFF-PAGE SEO
• Off page SEO refers to actions taken outside of your own
website to impact your rankings within search engine
result pages(SERPs).
• In off page SEO, we do not work upon our own website.
• Techniques that come under it:
i. Back Linking
ii. Social bookmarking
iii. Search engine Submission
iv. Link exchange
v. Photo sharing

11. SEO TECHNIQUES
• There are three SEO techniques.
1. White Hat SEO
It refers to any practice that improves search rankings on
a search engine result page while maintaining the integrity
of your website
• Techniques:
 Good Content
 Proper Title and Keywords
 Ease of navigation
 Site Performance

12. 2. Black Hat SEO
It is the use of techniques that are unacceptable to
search engines to boost a page’s position in search results.
The goal is to improve search engine result positions no
matter what it takes to do it.
• Techniques:
 Keyword Stuffing
 Hiding Keywods
 Spamming Links in comment field
 Misleading Redirects
 Duplicate Content

13. 3. Grey Hat SEO
Grey hat SEO techniques is a combination of Black Hat SEO
techniques and white hat SEO techniques.

14. Top Google Algorithms
1. Panda Algorithm
Launched:Feb 24,2011
2. Penguin Algorithm
Launched:April 24,2012
3. Hummingbird Algorithm
Launched:August 20,2013
4. Pigeon Algorithm
Launched:July 24,2014
5. RankBrain Algorithm
Launched:October 26,2015

15. ADVANTAGES
• Brand Awareness
• Increased site usability
• Cost effectiveness
• Increased traffic

16. DISADVANTAGES
• Getting noticed by more than your target
audience
• Over Success
• Black hat and White hat
• Costly

17. CONCLUSION
While nobody can guarantee top level positioning in
search engine organic results, proper search engine
optimization can help. Because the search engines,
such as Google, Yahoo!, and Bing, are so important
today it is necessary to make each page in a Web site
conform to the principles of good SEO as much as
possible.

18. THANK YOU!!!