digital marketing certification course in calicut

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ISTP Technologies

• SEO Digital Marketing
• Module 1 SEO

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• Search Engine Optimization

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Search Engine

• A program that searches for and identifies items
  in a database that correspond to keywords or
  characters specified by the user, used especially
  for finding particular sites on the World Wide
  Web.
• Ex Google, yahoo, Bing etc

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SEO (search engine optimisation)

• SEO is the process of improving the volume or
  quality of traffic to a web site from search
  engines via search results.
• SEO aims to improve rankings for relevant
  keywords in search results
• Search engine optimization is the term used to
  describe a set of processes that aim in
  optimizing a website for search engines. 

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Types of SEO

• White hat SEO
• Black hat SEO

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White hat SEO

• refers to the use of techniques and strategies
  that target a human audience opposed to a search
  engine.
• Techniques that are typically used in white hat
  SEO include using keywords, and keyword analysis,
  doing research, rewriting meta tags in order for
  them to be more relevant, backlinking, link
  building as well as writing content for human
  readers.
• Those who use white hat SEO expect to make a
  long-term investment on their website, as the
  results last a long time.

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Black hat SEO

• refers to techniques and strategies used to get
  higher search rankings, and breaking search
  engine rules.
• Black hat SEO focuses on only search engines and
  not so much a human audience. Black hat SEO is
  typically used by those who are looking for a
  quick return on their site, rather than a
  long-term investment on their site.
• Some techniques used in black hat SEO include
  keyword stuffing, link farming, hidden texts and
  links, and blog content spamming.
• Consequences of black hat SEO can possibly result
  in your site being banned from a search engine
  and de-indexed as a penalization for using
  unethical techniques.

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Grey hat SEO

• the practice of tactics/techniques which remain
  ill-defined by published material coming out of
  Google, and for which reasonable people could
  disagree on how the tactics support or contrast
  with the spirit of Googles published guidelines.

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Search Engine Results Page (SERP)

• A search engine results page (SERP) is the page
  displayed by a search engine in response to a
  query by a searcher.
• The main component of the SERP is the listing
  of results that are returned by the search
  engine in response to a keyword query,
• Although the page may also contain
  other results such as advertisements.

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How search engine listing work

• Search engines have two major functions
• crawling
• building an index,
• Then providing search users with a ranked list of
  the websites they've determined are the most
  relevant.

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Crawling

• When Google visits your website for tracking
  purposes. This process is done by Googles Spider
  crawler.
• In the SEO world, crawling means following your
  links and crawling around your website. When
  bots come to your website (any page), they follow
  other linked pages also on your website.
• After crawling has been done, the results get put
  onto Googles index (i.e. web search).

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Indexing?

• Indexing is the process of adding webpages into
  Google search.
• Depending upon which meta tag you used (index or
  NO-index), Google will crawl and index your
  pages. A no-index tag means that that page will
  not be added into the web searchs index.

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Queries Keyword

• Queries are related with the users i.e. those who
  want to search something on the web. So, they
  will open any search engine and will type about
  what they want to search
• The keyword is a specific word that users are
  looking for on the web. In the above example, a
  user wants to know about best hotel so that is
  your keyword.

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Queries v/s Keyword
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SEO keywords

• Your SEO keywords are the key words and phrases
  in your web content that make it possible for
  people to find your site via search engines.
• A website that is well optimized for search
  engines "speaks the same language" as its
  potential visitor base with keywords for SEO that
  help connect searchers to your site.

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Process of seo

• On page seo
• Off page seo

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On page seo

• On page optimization refers to all measures that
  can be taken directly within the website in order
  to improve its position in the search rankings.
• Examples of this include measures to optimize the
  content or improve the meta tags

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On page seo

• Title tags
• Meta tags
• ALT tags
• Header(H1,H2) tags
• URL Structure
• Image Optimization
• Content

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Title tag

• Use targeted keywords/phrase towards the
  beginning of Title tag.
• No spelling and grammatical mistake.
• Keep length limit to 50 - 60 Characters only with
  spaces.
• Try to avoid Stop Words.
• Syntax

lttitlegtISTPlive Digital Marketinglt/titlegt
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Title tag
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Meta tags

• Meta tags are snippets of text that describe a
  pages content the meta tags dont appear on the
  page itself, but only in the pages code. We all
  know tags from blog culture, and meta tags are
  more or less the same thing, little content
  descriptors that help tell search engines what a
  web page is about.
• Syntax

ltmeta name"description" content"ISTPlive is a
complete solution for organizations to outperform
their competitors and to grow their business in
leaps and bounds"gt
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Meta charset

• The meta content type tag is used to declare the
  character encoding of a website.
• Syntax
• UTF-8 is a compromise character encoding that can
  be as compact as ASCII (if the file is just plain
  English text) but

ltheadgt  ltmeta charset"UTF-8"gtlt/headgt
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meta description

• Its a short description about your page content.
• unique description for every page.
• Put your main keywords first.
• Add unique relevant meta keyword .
• Use your targeted keyword in the meta tags
• limit the length to 155 - 160 characters.

ltheadgt ltmeta name"description" content"This is
an example of a meta description."gt lt/headgt
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Meta keyword

• Meta Keywords are comma separated words that
  describe the context of a web page in short one
  or two word phrases.
• ltmeta name"keywords" content"seo, search engine
  optimisation, search engine optimization, search
  engine ranking"gt

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Meta author

• Meta elements are typically used to specify page
  description, keywords, author of the document,
  last modified, and other metadata.
• The metadata can be used by browsers (how to
  display content or reload page), search engines
  (keywords), or other web services.
• ltmetaname"author" content"John Doe"gt

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Meta viewport

• A viewport controls how a webpage is displayed on
  a mobile device.
• Without a viewport, mobile devices will render
  the page at a typical desktop screen width,
  scaled to fit the screen.
• a viewport gives control over the page's width
  and scaling on different devices

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Meta robots

• Meta tag tell robots not to index the content of
  a page, and/or not scan it for links to follow.
• lttitlegt...lt/titlegt ltMETA NAME"ROBOTS"
  CONTENT"NOINDEX, NOFOLLOW"gt lt/headgt

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Off page seo

• Link Building
• Blog Submission
• Directory Submission
• Social Bookmarking
• Classifieds Submission

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Off page seo

• Off page SEO refers to techniques that can be
  used to improve the position of a web site in the
  search engine results page (SERPs). 
• off-page SEO happens outside the site. If you
  write a guest post for another blog or leave a
  comment, youre doing off-page site promotion.

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Link Building

• Link building refers to the process of getting
  external pages to link to a page on your website.
  It is one of the many tactics used in search
  engine optimization (SEO).

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Blog Submission

• Blogging is one of the most advanced methods of
  boosting traffic and linking power to your
  website. Blogs are naturally pre-optimized link
  magnets for search engines

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Directory Submission

• Directory submission in SEO is process of
  submitting our website URL on various
  business directories or web directories to create
  backlinks. Backlinks are used by search engines
  to improve ranking. If you have more backlinks to
  your website from relevant websites, ranking of
  your website will improve

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Social Bookmarking

• Social bookmarking is a web technology that is
  used to store, organize and share
  the bookmarks of the websites. Social
  Bookmarking has become very popular recently.
  The bookmarked websites can be held private or
  shared publicly. You can share your favorite
  links with your friends, colleagues or family
  members.

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Classifieds Submission

• classified is kind of online advertising, you can
  create a new ad with your proper address and
  submit on good classified sites
• In simple terms, the ads that you see on
  newspapers which can also be found on online
  magazines, news portals etc. classified ads can
  help you boost your products or blogs exposure
  at a cheaper cost, they usually cost you really
  cheaper when compared to other marketing
  strategies.

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Social Media Plugins

• Social media plugins are easy ways of sharing
  content with other people via social media
  platforms. The most common way is a Share or Like
  button.
• With plugins for major platforms, our social
  media share buttons are easy to install, with no
  code required. Create facebook, twitter and
  pinterest share buttons in seconds.

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Embedding map to website

• Adding business to Google/mybussiness to register
  business on Google which can be embedded to your
  website

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• Web Hosting

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Domain name

• A domain name is your website name.
• A domain name is the address where Internet
  users can access your website.
• A domain name is used for finding and
  identifying computers on the Internet. Computers
  use IP addresses, which are a series of number.
  However, it is difficult for humans to remember
  strings of numbers. Because of this, domain names
  were developed and used to identify entities on
  the Internet rather than using IP addresses. 

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Hosting

• Web hosting is a service that allows
  organizations and individuals to post a website
  or web page onto the Internet.
• A web host, or web hosting service provider, is a
  business that provides the technologies and
  services needed for the website or webpage to be
  viewed in the Internet.
• Websites are hosted, or stored, on special
  computers called servers. 

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How hosting works

• When Internet users want to view your website,
  all they need to do is type your website address
  or domain into their browser.
• Their computer will then connect to your server
  and your webpages will be delivered to them
  through the browser. 

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ftp and filezilla

• FTP is used to transfer files between computers
  on a network. You can use FTP to exchange files
  between computer accounts, transfer files between
  an account and a desktop computer, or access
  online software archives.
• FileZilla is a very popular FTP client and is
  used by webmasters from all over the world. In
  this tutorial we will show how to manage your web
  site files throughFileZilla.

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Working on seo projectbimhost project using
filezilla
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• Working with Google Analytics

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Google Analytics

• Google Analytics is an online Google platform
  that generates detailed statistics about a
  website's traffic and traffic sources and
  measures website conversions and sales.

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Things Can Do With Google Analytics

• let you view site traffic in real time
• tell you about your site visitors
• tell you what site visitors are searching for on
  your site 
• show you what visitors are clicking on
• let you see how visitors use your site
• help you rank your content
• tell you whether you need a mobile site

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• Working with Google Web master Tools

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Site map

• A sitemap is a file where you can list the web
  pages of your site to tell Google and other
  search engines about the organization of your
  site content.
• Search engine web crawlers like Googlebot read
  this file to more intelligently crawl your site.

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Rss Feed

• RSS is one of the web feed formats which is
  commonly used on Blogs or websites where content
  is regularly updated like social bookmarking
  sites. RSS means Really simple syndication.
• RSS is a technology which lets you keep track of
  any updates from your favorite website using any
  feed reader.

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Robots.txt

• Robots.txt is a text file create to instruct web
  robots how to crawl pages on their website.
• The robots.txt file is part of the the robots
  exclusion protocol (REP), a group of web
  standards that regulate how robots crawl the web,
  access and index content, and serve that content
  up to users.

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Things Can Do With Google Google Webmaster Tools

• submit a sitemap
• get site messages
• improve html structured data
• understand search queries and content keywords
• get the backlinks data
• check the status of google index
• fix crawl errors and stats

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• Google algorithms

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Search engine algorithms

• A search engine algorithm is a set of rules, or a
  unique formula, that the search engine uses to
  determine the significance of a web page.
• Each search engine has its own set of rules.
• The algorithms, as they are different for each
  search engine, are also closely guarded secrets,
  but there are certain things that all search
  engine algorithms have in common.

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PageRank (PR) algorithm 

• used by GoogleSearch to rank websites in their
  search engine results. PageRank was named after
  Larry Page, one of the founders of Google.
  PageRank is a way of measuring the importance of
  website pages.

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Important Google Algorithm updates

• Google Panda Update
• Google Penguin Update
• Google EMD (Exact Match Domain) Update
• Google Hummingbird
• Rank Brain Update
• Google Payday Update
• Google Pigeon Update
• Google Mobile Friendly Update

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Google Panda

• search filter introduced in February 2011.
• Also called farmer update
• Low quality content
• Poor content
• copy paste
• Grammatical error
• Spelling mistake

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Google Penguin

• first announced on April 24, 2012
• The update is to catch sites deemed to be
  spamming its search results
• This includes 
• paid links,
• asking for a link,
• negotiating link exchanges,
• automating link creation ,
• buying links or obtaining them through link
  networks 

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EMD (Exact Match Domain) Update

• Google launched in September 2012
• to prevent poor quality sites from ranking.
• Simply because they had words that match search
  terms in their domain names

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Google Hummingbird

• Introduced in September 2013.
• Hummingbird is paying more attention to each word
  in a query, ensuring the whole query the whole
  sentence or conversation or meaning is taken
  into account, rather than particular words.
• It is a new search platform as the name means
  precise and fast is developed in a way to give
  a semantic search result.
• It act as a personal assistant knowledge
• Graph provides gives a better result.

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Rank Brain

• Rank Brain is an artificial intelligence (AI)
  program used to help process Google search
  queries.
• If Rank Brain sees a word or phrase it isnt
  familiar with, the machine can make a guess as to
  what words or phrases might have a similar
  meaning and filter the result

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Mobile-Friendly update

• On April 21 2015
• boost to mobile-friendly pages in Googles mobile
  search results
• Its text has to be readable without tapping and
  zooming

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• END