This document provides an overview of basic SEO concepts and techniques, including: - White hat SEO techniques like original content, onsite optimization, and quality link building versus black hat techniques like hidden text and keyword stuffing. - Details on dofollow and nofollow links, common backlink checking tools, and the importance of anchor text and keyword density for optimization. - Additional on-page factors like image alt text, and off-page metrics for understanding website authority like page authority, domain authority, trust flow, and citation flow.

1. SEO Basics
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2. Basic Concepts of Website Promotion

3. SEO & PPC Discussion
• Why & When we Should Go For PPC
• Can I start PPC program along with SEO
• PPC doesn’t influence directly in SERP (Organic)

4. Whitehat, Blackhat and Greyhat SEO

5. White Hat VS Black Hat

6. White Hat, Black Hat, Grey Hat
White Hat SEO
Techniques
Original & Quality
Content
 Onsite
Optimization
 Quality Link
building
 Guest Blogging
Black Hat SEO
Techniques
Hidden Text on
content
 Keyword Stuffing
on Text
Cloaking
Doorway pages
Link Spamming
Grey Hat SEO
Techniques
Buying Expired &
Old Domains
Web 2.0 PBN

7. Backlink ( Dofollow & Nofollow)
This is a normal ‘Dofollow’ link
<a href=“Link”>Anchor Text</a>
This is a “nofollow” link:
<a rel=”nofollow”
href=”Link””>Anchor Text</a>

8. Backlink Checker Tools
• https://moz.com/researchtools/ose/
• http://www.backlinkwatch.com/
• https://ahrefs.com/
DoFollow & Nofollow link checker addons
• Search Status (Firefox addons)
• NoDofollow (Firefox and Chrome)
• SeoQuake (Firefox and Chrome)

9. Anchor Text
• Anchor text is the hyper linked words on a web page, visible &
clickable text. Example: CivinTech
Code Example:
<a href=“Link”>Anchor Text</a>
You can use anchor text in:
– External links - links from other sites
– Internal links - links on your pages
– Navigation Menu
– Links on your main page.

10. Anchor Text

11. Keyword Density
• The percentage of times a keyword or phrase
appears on a web page compared to the total
number of words on the page.
• There’s no official declaration about ideal
keyword density but keeping KW density within
1% (max 1.5%) will keep your site safe from any
penalty.
• Keyword Density = No of repeats of the keyword
/ total number of words on the page * 100

12. Keyword Density Analysis

13. Image Alt Tags
ALT Tags are invisible
descriptions of images
that helps search
engines understand
what an image is
about.
Alternate text is also
very helpful in
case images on a page
cannot be found.

14. Understanding PA, DA, TF, CF
 Page Authority: Page Authority is a score (on a 100-point
scale) developed by Moz that predicts how well a specific
page will rank on search engines
 Domain Authority: Domain Authority measures the strength
of entire domain on a scale of 100
 Citation Flow: Citation flow is a score between 0-100 to
explain the popularity of a particular link of a website without
considering its quality.
 Trust Flow: This metric measures how trustworthy a site is by
measuring its quality

15. Understanding Website Authority
• Decent domain name
• Good and quality content
• Number of indexed page
• Website age
• Number of backlinks and
backlinks quality
• Duration - user spend on the
website
• Good feedback
• Niche related blog partnership
• Site trust ability
• Social engagement

16. Understanding Ranking Factors
• Google evaluates over 200 factors while
ranking a website. Here is the complete list of
those factors:
– http://backlinko.com/google-ranking-factors

17. Thanks 