Search Engine Optimization

• Search Engine Optimization (SEO) is the activity of

optimizing web pages or whole sites in order to
make them search engine friendly, thus getting
higher positions in search results.
SEO techniques are classified into
two broad categories:
• White Hat SEO - white hat SEO refers to the usage
of optimization strategies, techniques and tactics
that focus on a human audience opposed to search
engines and completely follows search engine rules
and policies
 White hat actions

• Content with added value:

• Keywords:

• Links:

• On Page Optimization:
 Advantages of white hat SEO
• Cost:

• Ethics:

• Security:

• Consistency:
 Black Hat SEO

• Black Hat SEO - Techniques that search engines do

not approve and attempt to minimize the effect of
these techniques are also known as spamdexing.
 Black Hat SEO

• Black Hat SEO is most commonly defined as a

disapproved practice that nevertheless could
increase a page's ranking in a search engine result
page (SERP).
 Recognized Black Hat SEO Tactics
a) Content Automation
b) Hidden Text or Links
c) Keyword Stuffing
d) Reporting a Competitor (or Negative SEO)
e) Guest Posting Networks
f) Link Manipulation (including buying links)
g) Article Spinning
h) Link Farms, Link Wheels or Link Networks
i) Automated Queries to Google
j) Creating pages, subdomains, or domains with
duplicate content
k) Pages with malicious behavior, such as phishing,
viruses, trojans, and other malware
How The Search Engine
Works?
How The Search Engine Works?
Google Algorithm
 Panda:-
• Panda:- It's all related with "quality content" in
your website.
• Quality Content:
• Your content must be unique.

• User friendly/ user engaging.

• No Keyword Stuffing

• Keyword density must be 2-3 % only.

Technical SEO
Determining Quality
 Panda Prevention
• How to prevent Google Panda from negatively
impacting your site is pretty simple.
• Create high-quality, unique content that answers
the question searchers are asking.
 Penguin
• It's all related to "Quality links" in your websites
(Real time algorithm).
 Penguin
• Quality Links :
• High authority site Link
• Relevant link building

• Avoid:
• Paid link building
• Spam link building
• Irrelevant link building
Who Should Worry
about Penguin?
Humming Bird
 Humming Bird
• Google Hummingbird is part of the main Google
search algorithm and was the first major change to
their algorithm since 2001.
• But what is different about Hummingbird is that
this one is not specifically a spam targeting
algorithm, but instead an algorithm to ensure they
are serving the best results for specific queries.
• Hummingbird is more about being able to
understand search queries better, particularly with
the rise of conversational search.
Pigeon