Google algorithms –

1. Panda (February, 2011) – The change aimed to lower the rank of low-quality sites or thin
sites in particular content, farms and return higher quality sites near the top of the search
result
2. Penguin 2012 - the Penguin penalty largely focuses on identifying poor quality websites
based upon backlinks
3. Hummingbird 2013 - hummingbird algorithm focuses on understanding the actual meaning
behind a search query, rather than the separate terms within it
4. Rankbrain 2015 - rankbrain is a machine learning (AI) algorithm that Google uses to sort the
search results
5. Page experience updated 2021 - page experience update is a change made to Google’s
search engine in order to improve the quality relevance and overall user experience of its
search results

Dwell time - dwell time is the actual length of time that a visitors spends on a page before returning
to the SERP.

Bounce rate - bounce rate is calculated when someone visits a single page on your website, and it
does nothing on the page before leaving.

Why Dwell time is important?

Keyword Research:

 From Starting – Business Objective & Target Audience – Manual Keyword Research (Google
Search Tab) [Keyword Volume & Keyword Difficulty/Rate of Competition] – Short to Long Tail
Keyword (tools)
 For Blog Post – Find Trending Topic – Trending Content - Manual Keyword Research (Google
Search Tab) [Keyword Volume & Keyword Difficulty/Rate of Competition] – Short to Long Tail
Keyword (tools)
 Primary Keyword e.g. What is AI [Tool Google Trends]
 Secondary Keyword e.g. Advantages/DisA. of AI, About ML, AI Tools

SEO projector strategy –

1. understanding of business
2. Current website performance analysis
3. Keyword research
4. Competition site analysis
5. On-page Optimization, Technical SEO & off-page analysis.
6. Maintain the position by data analysis

SEO is a continuous process.

Keyword - Keyword is a word or phrase that describes the content on your web page.
Difference between short tail keyword and long tail keyword?

Short tail keywords are general queries while long tail keywords are more specific query.

Navigational keyword - navigational keywords are used when a user wants to find the specific brand,
website or location. Example- shoes for men Amazon.

Intent based keywords – Commercial keyword & transactional keyword.

Commercial keywords - commercial keywords are keywords that shows user’s interest to search for
specific products or services.

Transactional keyword - transactional keywords are keywords that shows strong intent of user to buy
or take action on a product or service. Example - buy Nike shoes online.

Informational keywords - informational keywords are used by user when he is simply searching for
information. Mostly questions are asked like, what is the height of Mount Everest? or query is asked
like how to cook biryani?

LSIK - latent semantic indexing keywords.

Latent = hidden/unclear

Symantec = meaning

indexing (Google)

Example - digital marketing training (main keyword) digital marketing course, Internet marketing,
search engine optimization, social media Mptization (related to main keyword).

Where to find LSI keywords?

1. Google (SERP)
2. Free tools like keywords.io, LSI Graph

When doing keyword research consider singular and plural different.

How to brainstorm SEO keywords for your website?

SEMRush –

Google Adwords – Google keyword Planner –

Google Trends for keyword research –

Ubersuggest - Ubersuggest is great for helping you discover new keywords. To get started, Simply
enter the keyword or phrase in the tool.

Selection of strong keywords –

To check source code of any website, go to that page and press Clt+U

Checklist of On-page SEO –

1. Tag optimization
2. Title tag
 3. meta description
4. meta keywords
5. URL optimization
6. heading tags
7. internal linking and external linking
8. anchor text optimization
9. keyword density
10. plagiarism
11. grammar
12. compression
13. ALTtext/ATT.
14. title
15. keyword cannibalism
16. technical SEO

Keyboard research is the base of SEO. How you gonna use keyword in SEO, Are these? There are two
important principles i.e. keyboard prominence and keyboard proximity.

Keyboard prominence –

keyboard proximity –

keyboard density –

How a proper url structure should look like:

 Include primary keyword

 should contain hyphen (–) instead of underscores (_).
 It should be shot and precise
 lower case only.
 Avoid use of A, An, The, or to, in, From.

Title tag optimization –

 Include primary keyboard

 Include brand name
 Do not do keyword stuffing
 Avoid keyword cannibalization
 Be creative
 Avoid Longer title
 Page title should not contain more than 580 pixels

What is Meta description?

Meta description should not contain more than 920 pixels.

There are total six headings. H1, H2, H3… H6.

What are Meta keywords in SEO? and are they important or not in SEO?

What is anchor text?

How to control keyword density:

1. Naturality
2. LSI keywords
3. Target long tail keywords
4. Keyword proximity
5. Quality content

Keyword cannibalization - When you have various webpages or articles on your site, that can rank for
the same search query in search engine.

What is different between a duplicate content and plagiarism in SEO?

How to avoid a plagiarism in SEO:

1. Unique/original content
2. Use LSI keyword
3. Avoid article spinning

Technical SEO –

Technical SEO includes improving the technical factors of a website to increase the ranking of its
pages in the search engines.

Checklist of technical SEO:

1. Sitemap.xml
2. Sitemap.html
3. Robots.txt file
4. Page load time
5. Optimization of JS and CSS
6. SSL certificate
7. Canonical tag Optimization
8. Redirection (404, 301, 302)
9. W3C validation
10. Open graph tag
11. Structured data

1. Site Maps – A site map is a list of your website’s URLs, it acts as a roadmap to tell search engines
what and where content is available.

Sitemap.xml (for crawler) – An XML sitemap is a file that lists a website’s important pages so that
search engines can crawl them all. It makes a search engines understand your website structure.
2. Sitemap.html (for audience) – An html sitemap is a list of links to the main pages on the website. It
helps the user find the desired section or page on the website.

3. Robots.txt - robots.txt is a file that tells the search engine crawlers to not crawl certain pages or
sections of a website.

User-agent: *

Disallow: /MenClothing

Allow: /MenClothing/shirts

4. Canonical issue: this is the duplication of your url.

<link rel=”canonical” href=”Link” />

5. Broken links: A broken link is a web page that cannot be found or accessed by a user for various
reasons.

Reasons of broken links:

1. Change in URL
2. Change in URL without a redirection
3. Deleted web page
4. Content/post deleted

Tool to cheque broken links - brokenlinkcheck.com

6. 404 error page –

301 permanent redirection –

When to apply 301 Redirection:

 Webpage/website moved
 Domain name changed
 Ownership changed
 Duplicate page/post
 HTTP to HTTPS

302 temporary redirection –

When to apply. 302 Redirection:

  Page is updating / under maintenance
 Unavailable content

What is difference between 301/302 redirection?

Schema.org/Schema Markup is a Structured Data Vocabulary that helps search engines better
understand the info on your website. Schema.org tells search engines about your website.

Why is schema.org is important?

 It tells search engines about your website

 It improves appearance of your website on SERP

Types of Schema:

 Organisation
 FAQ
 Breadcrumbs
 recipe
 article
 local business
 event
 person
 videos

Open graph protocol – Developed by Meta, Open graph is an internet protocol that was created by
Facebook to standardise the use of metadata within a web page to represent the content of a page.

Twitter card – with Twitter cards, you can attach rich photos, videos and media experiences to
tweets, helping to drive traffic to your website.

Website basic information:

Web page –a web page is a hypertext document provided by a website and displayed to a user in a
web browser. Browser connects you to a server.

Server – a server is used to store, access, secure and managed digital data, files and services.
Browser sends http request to web server and web server gives http response to browser.

Website – A website is a page or collection of Web pages on the world wide web that contains
specific information.

How a website is made?

for website structure html is used. html is a markup language And then styling is done using css
(Cascade style sheet). To make pages dynamic or add special effects or to build logics. JS is used JS is
JavaScript.
Hosting – Web hosting is the business of serving and maintaining files for one or more websites.

 Shared hosting
 VPS (virtual private server) hosting
 Dedicated hosting
 Cloud hosting

Tools to check website speed: Page Speed Insight powered by Google and GT matrix

How to decrease page load time and improve site?

 Minify JS and CSS files

 Asynchronous loading of JS and CSS files
 Defer large size elements
 Choose right hosting options
 Media compression
 Convert images in next gen formats
 Enable browser caching
 Apply converted delivery network (CDN)
 Optimize the CSS
 Enable lazy load
 Regular monitoring of websites speed

OFF-PAGE SEO: OFF-PAGE SEO Focus on the ranking factors that occur outside of your website Like
brand mentions and backlinks. Main goal of off-page seo is to bring audience and links from high
authority platforms.

 Search engine submission

 free classified submission
 image submission
 pdf/ppt submission
 social bookmarking
 forum posting
 guest blogging
 social bookmarking
 press release submission
 infographic submission
 video submission
 Q &A submission

Backlinks - backlinks are links from outside domains that points to pages on your domain, a backlink
is a link created when one website links to another.

Importance of backlinks: Backlinks are important for SEO because they represent trust from one site
to another and it defines authority of your website.
Do follow backlink – A to follow link is a link which passes authority onto the website It is linking to
the do follow tag tells the search engines to crawl that link.

No follow backlinks – A no follow link is a link which does not pass authority onto the website It is
linking to the no follow tag tells the search engines to ignore that link.

Do follow links is given to:

 To high Authority website example Wikipedia or Google

 For copyright content

How to get do follow link:

 High quality content

 High authority of your websites
 Less Spamming

Authority: Website Authority is an SEO concept that refers to the strength or score of a given
website.

Domain authority: Domain authority (DA) is a matric or score developed to predict how well a
website will rank on a search engine results pages (SERPS).

Page authority: Page authority (PA) is a metric or score developed to forecast how well an individual
page will rank on the SERPS.

Do domain and Page Authority matters in SEO? NO

 Google doesn’t
 Rank websites
 On Basis of domain
 Or page authority
 Domain and page Authority is developed by moz.com
 Moz.com calculates domain and page authority on basis of number of backlinks

Link building: Check DA before posting, DA should be more then 70

1. Search engine submission: tool – free web submission

2. Free Classified Submission:

3. Image submission: e.g. Pinterest, Flickr

4. PDF/PPT submission: e.g. SlideShare

5. Social Bookmarking: e.g. Pinterest, reddit

6. Forum Posting: e.g. Quora

7. Guest Posting/Write for us/ Guest Contribution/ Editorial Guidelines/ Contribution post/ Submit a
Post/ Submit a Article:

8. Press Release:
9. Infographic Submission: Instagram, fb

10. Video Submission: YouTube, Vimeo, Reels

11. Question & Answer Submission (Q&A): LinkedIn, Quora, FB

12. Article Submission:

SEO report: An SEO report is a summary that shows how your site is performing. It is used to display
your SEO results on your website.

Essentials of a perfect SEO report:

 Define your key performance indicator (KPI)

 Traffic and traffic source
 Conversion
 Show progress over Time
 Be transparent

Keyword Tracking –

SEMRush:

Performance Analysis tool - Similar web:

CPANNEL?

Google Search Console?

Google Analytics?

ChatGPT for SEO: Blog Ideas

1. Creating content plan for your SEO strategy/blogging

2. Writing Meta titles and descriptions
3. Frequently asked questions (FAQs)
4. Outreach emails for guest blogging
5. Generate schema markup code
6. Wright regex code
7. Create content outline
8. Write SEO friendly headline
9. Use of off-page activity
10. Generate keyword ideas
11. Keyword filter
12. Create generic content
13. Site map and robots.txt

SEO with ChatGPT -

  On-page optimize
 Content optimize
 Competitor research
 Keyword Optimization
 Content outline
 Keyword research

1. Keyword research
2. Keyword clustering
3. Competitor keyword identification
4. Content outline
5. Generate article
6. Meta properties

What is off page SEO?

To promote our website on any other platform: [Backlinks – do-follow/no follow (7:3)], What is page
authority and domain authority, important backlinks submission?

What is difference between external and backlinks?

Suppose we have two websites, website A and website B. When a link is used on a website A to
redirect on website B, then website A have external link of website B. And the page where link is
redirected has backlink Website A.

What is on page SEO?

on page SEO refers to any practises that include optimizing content on web pages for both search
engines and users. It also includes user experience, optimizing anything present on website elements
like content, images, heading, title or description etc

On page SEO checklist –

1. Keyword research –
 Keyword
 Keyword intent
2. Content optimization –
 Keyword Density
 Plagiarism
 Keyword prominence and proximity
 keyword Cannibalization
3. Meta tags:
 Meta title
 Meta description
 Header Tag
 URL tag
4. Internal external link and anchor tag
 5. URL canonicalization
6. Image optimization
7. Social media
8. Site speed

SEO Audit:

1. Meta properties
2. Backlinks Audit
3. SEO friendly URL
4. Image optimization
5. Content length
6. Social media icons
7. Page speed
8. Mobile friendly URLs
9. Schema tag
10. Twitter and OG Tag
11. Check sitemap.xml and .html