Name :- Rishi Dave Group :- 2A

Q1. What is a Search Engine ? Name atleast 3 Search Engines.

According to Google
 A search engine is 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.

According to DesignHammer.com
 A search engine is a web-based tool that enables users to locate information on the
World Wide Web. Popular examples of search engines are Google, Yahoo!, and
MSN Search.
 Search engines utilize automated software applications (referred to as robots, bots,
or spiders) that travel along the Web, following links from page to page, site to
site. The information gathered by the spiders is used to create a searchable index of
the Web.
According to reliablesoft.net Top search engines are
Q2. What is SEO ? Why should we do SEO ?
According to Wikipedia
 Search engine optimization (SEO) is the process of growing the quality and
quantity of website traffic by increasing the visibility of a website or a web page to
users of a web search engine.
 SEO refers to the improvement of unpaid results (known as "natural" or "organic"
results) and excludes direct traffic and the purchase of paid placement.
Additionally, it may target different kinds of searches, including image
search, video search, academic search, news search, and industry-specific vertical
search engines. Promoting a site to increase the number of backlinks or inbound
links, is another SEO tactic.

Reasons why we should do SEO

1. It can help you build your brand
 Although branding is often considered a more traditional marketing strategy,
while SEO falls firmly into the digital category, the two involve similar steps.
 Building a brand requires considering both what you provide, and what
others say about it.
 And when you look at the steps involved in optimizing a site, the factors are
similar. You need to create content that’s in line with your audience’s needs
and interests, then find ways to earn links to that content from other sites.
 If you keep this relationship in mind as you develop your SEO strategy, you
can select keywords and create content that’s in line with the image you want
your brand to have.
 Then, your online presence will reflect your ideal branding and help you
establish it with your target audience.

2. An optimized website earns more traffic

 On the surface, the goal of SEO optimization is to improve your site’s
rankings in search results.
 But beyond that, the purpose of achieving high rankings is to attract more
traffic — and ideally, to convert that traffic into customers and leads.

3. SEO doesn’t require you to pay for ad space

 One of the biggest advantages of SEO is that it doesn’t involve paying for ad
space.
 Consider how traditional ad campaigns operate.
  You determine a location you want your brand to appear, whether that’s on a
particular TV channel or radio station, or in the pages of a magazine or
newspaper.
 Then, you pay the company that owns that media for placement. You might
pay for your ad to run for a certain length of time, or within a certain number
of issues. As soon as that period is up, your ad stops appearing — and stops
generating results for your business.
 Now, consider the various pages that appear in search engine results.
 The top two results are Ad i.e. paid for while the rest are free and organic i.e.
build with consistent efforts.

4. It helps your target audience find your site

 SEO can help your business get in front of your target audience as they’re
actively searching for information.
 And considering how common it is for consumers to use search engines to
find information about products and services, this is a huge opportunity.
 In fact, 62% of consumers turn to search engines first when they want to
learn more about a new business, product, or service — and 41% use them
when they’re ready to buy.
5. It can help you stay ahead of your competitors
 As you optimize your site, you’re not just working to improve
where your site ranks on results pages.
 You’re also moving above your competitors.
Q3. Explain how a Search Engine works.
 Search engines work by crawling hundreds of billions of pages using their own
web crawlers. These web crawlers are commonly referred to as search engine
bots or spiders.
 A search engine navigates the web by downloading web pages and following links
on these pages to discover new pages that have been made available.
 In addition to the search query, search engines use other relevant data to return
results, including:
 Location – Some search queries are location-dependent e.g. ‘cafes near me’ or
‘movie times’.
 Language detected – Search engines will return results in the language of the
user, if it can be detected.
 Previous search history – Search engines will return different results for a
query dependent on what user has previously searched for.
 Device – A different set of results may be returned based on the device from which
the query was made.

Q4. Explain basic types of SEO.

There are 3 basic types of SEO i.e.
Black Hat SEO, White Hat SEO, Grey Hat SEO
 Black Hat SEO
• The goal of promotion is to manipulate the perception of search engine
regarding the quality (relevance and importance) of the website.
• Eg. Keyword stuffing, Over optimization, Purchasing Links etc.

Grey Hat SEO

• A combination between the 2 mentioned above where, although the
moral pronciples are followed, certain practices are still doubtful and
might be discovered and sanctioned on a long term.

White Hat SEO

• Promotion perfectly follows the policy suggested or implied by the
search engines the adopted techniques are aimed at a positive
experience for the visitors but not directly at increasing rankings on
search engine result pages.

Q5. Explain 5 parameters of each On page and Off page SEO

On-Page SEO
 On-page SEO (also known as “on-site” SEO) is the act of optimizing different
parts of your website that affect your search engine rankings. It’s stuff that you
have control over and can change on your own website.
Below is a list of the most critical on-page SEO factors:
1. Title tags
 Title tags tell visitors and search engines what the given page is about and establish
relevance. Title tags are one of the most important on-page factors for SEO. There
are best practices you can follow to enhance the effectiveness of your title tags.

2. Meta descriptions
 A meta description is a short paragraph of text that tells search engines and website
visitors what the page is about.
 Meta descriptions were an essential factor for search engines in the past, however
today, Google algorithm (AI) can determine the content and meaning of the page.
As a result, their significance has somewhat declined.
 Google will create a meta description if one is missing.
 That stated, catching searchers’ attention and get them to click on your link still
depends on the meta description and its best to create highly relevant meta
descriptions yourself.
 Meta descriptions are unique to each page, contain the focus keyword, includes
between 135 and 160 characters and are written in actionable voice.
3. Keywords and phrases
 Keywords are one of the leading characteristics of on-page SEO.
 As with the other signals, keywords assist search engines to identify what a given
page is about. Although, today, Google algorithm can determine what a page is
about without specifying keywords today.
 Researching and building a list of keywords to target is one of the most critical first
steps in any SEO campaign, is an ongoing and ever-changing process.
 One of the most critical aspects of SEO is developing the initial list of keywords;
this can be a harsh task, read more about some of the best practices.

4. Search engine friendly (SEF) URL

 Below are two examples of search engine URLs, which one do you think is the
search and user-friendly one?
 If you said the second one, you are correct. Google loves user-friendly elements.
Most CMSs can generate SEF URLs. Pay close attention to ensure that your URLs
are optimized.

5. Heading tags (H1, H2, H3)

 Every website needs to focus on the user experience, and heading tags are no
exception.
 The H1 tag (headline) is one of the first elements that site visitors see when landing
on a page. Headings serve to reassure visitors that they are in the right place and
have found what they’re searching for unless you are practicing click bait. Click
bait is when the headline is used to draw in the reader. However, the article has
little reference. Click bait drives clicks and not much else.
 With the Google Hummingbird update, Google got much better at answering
specific user questions.
 Optimizing H1 tags for specific search intent and search query affords you the
opportunity for the page to be a featured snippet at the top of the search results
page.
Off-Page SEO
 Off-page SEO focuses on increasing the authority of your domain through the act
of getting links from other websites.
 A good analogy for how authority works is this. If you have a bathtub with rubber
duckies in it (the ducks are your pages), and you start filling the tub with water
(links), your duckies are all going to rise to the top.
  This is how a site like Wikipedia ranks for pretty much everything under the sun.
It has so much water in its bathtub that if you throw another rubber duck in it, it’s
going to float to the top without any other effort.

Below are some of the most common off-page SEO techniques:

1. Manual link-building
 Manually reaching out and asking for the link is what manual link building is.
These are not naturally occurring links. A good example is when you ask a
customer to link back to your website.
 Another conventional technique is involving influencers in content creation,
mentioning them in your content piece or expanding on a topic they discussed and
asking them to share it or link back to you in their next section.

2. Self-created links
 Website submission to directories, commenting on blogs, participating in forums
and commenting while adding the URL of your website of a page on your site as
part of your online signature, are all examples of self-created links.
 Doing this excessively may earn you a significant penalty from Google, they may
consider some of these activities as black hat SEO.
 You need to make sure that your comments and input in online communities and
forums are providing value. They should not be spam or self-promotional with the
sole purpose to earn a backlink.

3. Social sharing
 Social media doesn’t have the SEO clout as many people may think it does.
 Google confirmed that social signals aren’t a direct ranking factor. Google doesn’t
care how many Twitter followers, Facebook likes or content shares on social media
when ranking a website.
 Social media does provide indirect SEO benefits from:
 Increased inbound links and brand mentions from online visibility
 Improved brand awareness from increased brand exposure to a bigger audience
 Social Media helps you build an audience for your website
 Although social media may not play a direct role in website rankings, don’t
discount it. Social media enables you to build an audience for your site, and social
selling does drive revenue.
 Social media can make a content piece go viral. A viral loop results in people
naturally link back to you and mentioning your brand.
4. Guest posting
 Guest posting adds benefits to SEO and your brand in general.
 It’s a win-win. Guest posting takes a lot of time and effort. However, the ROI is
excellent. Guest posting should be a key role in your digital strategy. Below are
some aspects to consider:
 Sets your brand as an authority on your subject
 Expands your exposure and reach new audiences
 Guest blogging drives serious referral traffic
 Builds relationships with valuable influencers and other notable figures in your
industry.
 Guest posting can drive SEO and increases brand mentions and backlinks to your
website. The key is to create valuable content that people want to read.

5. Brand mentions
 Brand mentions and locating unlinked brand mentions is a powerful link-building
technique, and it’s an essential exercise for new websites to monitor brand
mentions while trying to build the first 50 backlinks.
 The easiest way to monitor brand mentions is by using third-party solutions
like Mention or deploying advanced Google search commands.
 Once you’ve uncovered websites that mention your brand, employees or founders,
you can email them and politely ask them to include a link along with the brand
mention.
 This will not only get new backlinks, but these mentions can bring tons of referral
traffic.

Q6. Explain Backlinks strategy.

 A backlink is simply a link from one website to another. Search engines like
Google use backlink as a ranking signal because when one website links to
another, it means they believe the content is noteworthy. High-quality backlinks
can help to increase a site’s ranking position and visibility in search engine results
(SEO).

How Do Backlinks Work?

 Backlinks play an important role in search engine algorithm, SEO, and your
overall strategy for growing your website.
 The easiest way to think of backlinks would be as conversations among websites.
  For example, John is a blogger, and he writes a very interesting article about a
sports event.
 Another blogger, Samantha, links to John’s article when sharing her perspective.
Since she writes about the topic on her well-known online magazine site, this
creates a backlink to John’s post.
 Because the online magazine is popular, many other sites will link back to her
article. This increases the online magazine’s authority, and John’s article also gets
a valuable backlink from a reputable site.Basically it’s a win-win.

Q7. How do you exploit Google My Business.

 Google My Business is a free and easy-to-use tool for businesses and organizations
to manage their online presence across Google, including Search and Maps. If you
verify and edit your business information, you can both help customers find your
business and tell them your story.

Benefits of Google My Business

Manage your information

 Manage the information that Google users find when they search for your business,
or the products and services that you offer. Businesses that verify their information
with Google My Business are twice as likely to be considered reputable by
consumers.When people find your business on Google Maps and Search, make
sure they have access to information like your hours, website, and street address.

Interact with customers

 Read and respond to reviews from your customers, and post photos that show off
what you do. Businesses that add photos to their Business Profiles receive 42%
more requests for directions on Google Maps, and 35% more clicks through to
their websites than businesses that don’t.

Understand and expand your presence

 Find insights on how customers searched for your business, and where those
customers are coming from. You can also find information like how many people
called your business directly from the phone number displayed on local search
results in Search and Maps. When you’re ready, you can create and track the
performance of Smart campaigns to spread the word about your work.

It’s Free and Easy to Use

  No matter how helpful a product is, its potential won’t be maximized if it’s overly
costly, impractical, and difficult to use. Fortunately, that’s not the case when it
comes to Google My Business.
 This efficient tool is free and easy to use, so even startups can utilize it to promote
their business. Creating and verifying your profile can be done in a matter of hours.
In fact, there are tools that can get you instantly verified. Once that’s done, you’re
ready to rock page one of Google. Plus, it has great tools to help you analyze
performance so you can find ways to improve your business’s ranking.
 Google My Business makes it easy for startups and local businesses to promote
their products and services online by increasing visibility and improving their
chances of showing up in search results. It can help potential customers to quickly
find and contact you. It’s a free tool that you can make use of to improve your
online presence, connect with your customers, and increase your business’s
revenue.

Q8. With any of the tools available show 2SEO techniques.

1. Google Analytics
 Google Analytics is to the online marketer like air is to the human being. You can’t
live without it.
 If you’re not yet using Google Analytics, I recommend that you begin doing so as
soon as possible. There is no other data source that provides high quality and
detailed information like Google Analytics. In a Google-dominated era, it’s what
we have to work with. Most of the other data tools simply piggyback on Google’s
data using the API.

2. Ubersuggest
 Ubersugest is an all-in-one SEO tool designed to help you win the game of SEO. A
big part of SEO success is knowing what you’re doing, what your competitors are
doing, and how to adjust your strategy to take advantage of holes in the market.