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SEARCH ENGINE OPTIMIZATION

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School of Internet Marketing is the best training institute for learning digital marketing courses in PCMC as they provide theory and practical knowledge to their students.

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SEARCH ENGINE OPTIMIZATION

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  1. SEARCH ENGINE OPTIMIZATION (SE0) WHAT ARE SEARCH ENGINES AND BASICS? GOOGLE- It was designed in USA. Approximately 70 percent of people use google in world. Founders of google are Larry Page and Sargey Brin. It was launched in 1996. YAHOO AND BING: They were also designed in USA. Approximately 22 percent of people use yahoo and bing in world. Parent company is Microsoft and founder of Microsoft is Bill Gates. Yahoo and Bing got combined in 2009. BAIDU: It was made in China. Approximately 7 percent of people use baidu in world. Baidu was launched in 2000. YAMDEX: It was designed in Russia. Approximately 1 percent of people use yamdex in world. WORKING: CRAWLING: Crawling is searching and scanning of web page. INDEXING: Storing of a website as a web page into the data base centre. RANKING: On the basis of content quality ranking is provided to website.

  2. TECHNIQUES: 1) WHITE HAT SEO 2) BLACK HAT SEO (LEGAL) (ILLEGAL) BLACK HAT SEO •Cloaking •Invisible Content •Keyword Stuffing •Sneaky URL Redirects/ Doorway Pages •Copied Content FOR MAKING A WESITE YOU NEED •CONTENT WRITER •GRAPHIC DESIGNER •WEB DEVELOPER •WEB DESIGNER •DIGITAL MARKETER WHAT IS HOSTING? Hosting is a space on server. Domain and Hosting Dealers: •GO DADDY

  3. •BIG ROCK •NAME CHEP •HOSTING GATOR •HOSTING RAJA •HOSTINGER What Is SSL? •SSL is secure socket layer. •Eg-https://mahabank.com Full form of URL: Uniform Resource Locator URL is also as Web address What is URL, Sub domain and Domain? https://www.abc.com URL: https://www.abc.com Protocol: https Sub Domain: www Domain: abc.com What are phrases or keywords? Any query searched in search bar of search engine is known as key words or phrases. Types of Keywords

  4. •Genric keyword: one word used as a keyword Eg: car •Short tail keyword: two words are used Eg: Maruti car •Long tail keyword: more than two words Eg: Maruti car showroom in Pune •Seasonal keyword: These are used seasonally Eg: Raincoats, Sweater Google Keyword Planner Tool •Tool helps you to get keywords you need along with average monthly searches and competition. Keyword Density Keyword density= No of keywords/ Total no of keywords X 100 What is Google Sandbox effect? •It is an observation period by google of 2 to 3 weeks for a new website. It checks wheather website is fraud or not. Apart from that it also checks user interaction and technical issues.

  5. What is SERP? •After searching query or keyword in search bar of the page the page which appears is known as SERP. ON PAGE OPTIMISATION HTML- Hyper text Mark up language <html> <head> <tittle> …………………………………………………………. </tittle> <meta name description> ……………………………………………………………………………</meta name description> </head> <body>………………………………………………………………………………………</body>

  6. <footer>……………………………………………………………..</footer><footer>……………………………………………………………..</footer> •Head section should contain 50-60 characters including space. •Meta name description should have 150-160 characters including space. FTP- File Transfer Protocol Core FTP Filezilla 1) 2) FTP details are necessary to make changes at backend. Indexing and Crawling Status Site: URL Do you own website… Click on three dots you will get to know about it. Keyword Proximity SIM is the best digital marketing courses centre in Pune

  7. Proximity=1 Keyword mapping: Process of allocating particular keyword on particular page. Image optimization 1)Alt tag/ Attribute tag/ Alternative description “alt= name/keyword’’ 2)Image Compressing Images are converted into small size MB to KB Optimzilla is the tool to compress images. What is load time? •Time taken by website to load is called load time. Pingdom is the tool for checking the load time. Creating and uploading robots txt file

  8. •Create a file robots.txt to block pages which are not important so that they don’t appear on SERP. COMMANDS •User-agent:* (to all the bots in the world) •Disallow:/ terms-and conditions (don’t allow bot to crawl to this page) •Disallow:/ (don’t allow all pages to crawl) •Disallow: (allow all pages to crawl) •Allow: (allow all pages to crawl) •Disallow:/assets (don’t show assets folder) •Disallow:/assets/image/digitalmarketing.com.png (don’t allow this png image to show) Robots Meta Tag You can block pages, videos, links, content which are not important so they don’t appear on SERP. <meta name = ''robots'' content=no follow/no index/> SITE MAPS:

  9. 1)Xml sitemap 2) HTML sitemap (For crawler) (For user) Tool for making site map- Xml sitemap generator tool Content optimization •Content is the king of Digital Marketing 1)Your content should be 100 percent unique. (Tool- Plagerism) 2)Your content should be of great quality. (Tool- Grammerly) 3)Include keywords in your content. 4)Your content should be at least 600-700 words in a web page. 5)Include important links in your content. BOLD AND ITALIC TAG For Bold <b>……</b> <strong>…..</strong> For Italic <i>……</i> <em> words/keywords </em>

  10. HEAD TAGGING (differ in sizes) <h1>…………..</h1> used only once on page <h2>……………</h2> <h3>…………….</h3> <h4……………..</h4> <h5>…………….</h5> <h6>…………….</h6> h1,h2,h3,h4,h5,h6 can be used multiple times on a page. WHAT IS DA/PA? DA- Domain Authority PA- Page Authority To check the score of domain and page a tool is provided called DA/PA checker. Tool is provided by MOZ. 30 is considered as good score. 404ERROR REDIRECT 1)Page is not on screen 2) URL is corrupt 3)URL is wrong/misspelt

  11. 4)URL is missing 301/302 Redirection 301 Redirection- Permanent Redirection (Credentials are transferred) 302 Redirection (traffic gets transferred DA/PA is not transferred) CANNONICAL LINKS <link rel= ‘’cannonical’’href=https://abc.com’’/> URL Structure and Renaming https://www.abc.com/about-us https-protocol www-subdomain abc.com-domain about-us-parmalinks/slugs URL RENAMING

  12. DO’S DON’T 1.Small letter 1. Capital letters 2.Use / 2. Space and numbers 3.Use- 3. Special characters ANCHOR TEXT Clickable link is called hyper link

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