1.
search engine
optimization
Definition
It is the process of improving the quality and volume of traffic from search
engine to a website.
Or
It is the process of designing and developing a website to rank well in search
engine.

2.
Definition of search engine
Search engine is a program that identifies files in its database based on
the query or keyword added by the user and return results accordingly.
Google , Bing, yahoo, yandex are some of the types of search engines.

3.
• Seo is free of cost
• Seo is marketing by understanding how search algorithm works and
what human visitor might search.
• In a research it shows that 80% people click on organic research and
20% click on ads
• There are some websites to remain updated regarding digital
marketing
Search engine land ;- go through it you will remain updated
regarding the changes takes place in seo.

4.
Anatomy of search engine
• Maximum 20 results on first page
• 10 organic results
• 4 ads on upper side
• 3 ads on lower side
• 3 local listings

5.
How search engine works
• Crawling
• Indexing
• Retrieval
• Ranking

6.
crawling
• This task is performed by a software called crawler or a spider or
google bot as in case of google .
• When you own a website its all codes. The pictures and content you
see those are all codes.
• All the codes in your website has to be read in order for it to be
stored in googles database.
• Content, coding and images are very important for designing and
development of website.
• Search engine +bot= crawlername
Google bot, yahoo bot, yandex bot, bing bot

7.
Indexing
• It is the process of creating index for all fetched web pages and
keeping them into a giant database from where it can later be
retrieved.
• The process of indexing is identifying the words and expression that
best describe the page and assigning the page to particular keyword.
• If google does not read your website it means it is not developed as
per particular browser.
• Update your website so google read it .

8.
Retrieval :- It can be further divided into processing and
calculating relevancy.
• Snapshot taken should be stored in category and location wise
• Processing:- when a search request comes the search engine
processes it.
• Calculating relevancy:-search engine starts calculating the relevancy
of each of the page.
• Snapshot taken by google are stored in website.

9.
Ranking
• All the ranking you see are based on relevancy algorithms.
• These search engines update their algorithm time to time so as to
bring the most relevant sites on top and avoiding spam
• We do seo to improve ranking of our webpages on relevant search
query

10.
Seo factors
Onpage seo
• Content optimization
• Html optimization
• url structure
Off page seo
• Social signals
• Link building
• Local citation

11.
Content optimization
• Content plays an important role in the ranking of website.
• The ratio of content is 50% :- it means 50% of help we get from
content in order to rank well in search engine.
• Content should be fresh and valuable, not the old content should be
used.
• Content should be relevant.
• Content should be deep and wide .
• Plan additional pages to create more relevant content

12.
• Content should be predefined.
• Content of service page should be effective and authorized.
• Content of blog should be easy , because the audience is unaware
about the service

13.
Content length
• On services page length should be 300 to 500 words content.
• On blog page it should be more than 600 words.
Use LSI keywords (synoynms)
• Use synonyms of keywords, because if you use same keywords again
and again google gave penalty.

14.
Content keyword essentials
1)Keyword density:- It is the ratio of number of times your keywords
appear on the page of your article versus the number of words appear
on the page.
2)Proximity:- It refers for the distance between words of a keywords
in a phrase. For e.g.:-digital marketing in India or best India's digital
marketing company.
3)Prominence:- Putting up keywords in prominent section of page.
Headline, top of page, beginning of paragraph, html (title, alt).

15.
Html optimization
Title tag
Meta tag or description
Heading
Ahref anchor
Alt or image optimization

16.
Title tag:-
The character limit of title tag should be 50 to 70 characters.
<title>…………………………………………………………………..</title>

17.
Meta tag
<metaname=‘’description’’content=‘’…………………………………………….’’/>
Limit of word character is 160 to 180

18.
Heading tag are of 6 types. But only 1 is important as point of seo.
<h1>………………………………..</h1>
There is no word character limit

19.
Anchor tag
It helps in navigation from one page to another
<a href=‘’link of website/’’>

20.
Alt tag
<imgsr=‘’link of the img’’alt=‘’imgname’’>

21.
Site architecture
Don’t use numbers
Don’t use special characters
No space
Don’t use symbols
but we use small letters, use hyphan instead of space,