2. Search Engine optimization
Seo stand for Search Engine optimization, which is
the practice of increasing the quantity and quality
of traffic to your websites through organic search
engine results.

3. What is domain ?
• Domain name is the identity of one or more IP
addresses,
• i.e the domain name (google.com) ponit to
the IP address (74.125.127.147).
• It is easy to remember a name rather than
long string of numbers.

4. • A domain name cannot have more than 63
characters excluding .com, .net, .org, .edu, etc.
• e.g https://www.google.com
• https: - Protocol
• www. - Subdomain
• google.com - Domain and domain suffix

5. Uniform Resource Locator (URL)
URL Structure
• The URL contains the name of
the protocol needed to access
a resource, as well as a
resource name.
• The first part of a URL
identifies what protocol to use
as the primary access medium.
• The second part identifies the
IP address or domain name --
and possibly subdomain --
where the resource is located.
URL Protocols Include
• HTTP (Hypertext Transfer
Protocol) and HTTPS (HTTP
Secure) - web resources
• mailto - email addresses
• ftp - files on a File Transfer
Protocol (FTP) server
• telnet - a session to access
remote computers.
• Most URL protocols are
followed by a colon and two
forward slashes; mailto is
followed only by a colon.

6. Top Level Domain
• .com - Commercial websites
• .in – Use in india
• .pak - Pakistan
• .int - for international organizations
• .edu - for education
• .net - for network
• .org - Any type organizations
• .gov - For Government websites
• .biz – Business

7. World Wide Web( WWW)
• World Wide Web is a like a huge electronic
book whose pages are stored on multiple
servers across the world. These pages are
connected by links called "hypertext". Unlike
a book, where we move from one page to
another in sequence, on World Wide Web we
follow a web of hypertext links to visit the
desired page or information.

8. What is Search Engine
Search engine is a service that allows Internet
users to search for content via the World Wide
Web (WWW). A user enters keywords or key
phrases into a search engine and receives a list
of Web content results in the form of
websites, images, videos or other online data.
The list of content returned via a search
engine to a user is known as a search engine
results page (SERP).

9. Top 10 Most Popular Search Engines
• Google
• Bing
• Yahoo
• Ask.com
• Aol.com
• Baidu
• Wolframalpha
• Duckduckgo
• Internet archive
• Yandex

10. What is SEO ?
SEO stands for Search Engine Optimization. It is
a process designed to optimize a website for
search engines. It helps websites achieve
higher ranking in search engine results when
people search keywords related to their
products and services. Thus, it increases the
quantity and quality of traffic to a website
through organic search engine results. See the
following image to understand the basic
activities involved in the SEO.

11. Types of SEO
• White Hat SEO
• Black Hat SEO

12. White Hat SEO
• It refers to the SEO techniques which are in
accordance with the SEO guidelines set by the
search engines. It means it uses approved search
engine optimization techniques to improve the
ranking of a site on search engine results pages
(SERP).
• Unlike Black Hat SEO, it mainly focuses on the
human audience opposed to a search engine.
People who are looking for a long-term
investment on their websites rely on white hat
SEO techniques.

13. Black Hat SEO
• It refers to the SEO techniques which are not in
accordance with the SEO guidelines set by the
search engines. These techniques exploit the
weaknesses in search engines to get higher
rankings for websites on the search engine results
pages (SERP).
• It mainly focuses on search engines and not on
the human audience. People who are looking for
a quick financial return on their website rather
than a long term investment use black hat SEO
techniques.

14. White Hat SEO Techniques
A list of 5 popular white hat SEO techniques are given below:
Good content
A unique well-written content makes your website appear more
trustworthy and valuable to search engines and human visitors. It
optimizes your website for search engines which helps you get
higher ranking on the search engine listings as search engines offer
the most appropriate website to the end users for their search.
Proper use of title, keywords and metatags
The information contained in the HTML code is known as Metadata.
It provides crawler the information about the site for classification
and indexing purposes. So, proper title, keyword and metatag
should be incorporated in the metadata.

15. Ease of navigation
Search engines also consider the ease of navigation while assessing
the usefulness of a site, so avoid the irrelevant links and use
universally recognizable links. It is not only important for the users
but also for the crawlers who index the sites.
Site Performance
Site and page performance is another factor considered by search
engines to assess the sites. The unavailable sites or the unavailable
pages cannot be indexed by crawlers of search engines; a week or
even a day of non-performing site or pages can adversely affect the
site traffic. So, make sure your site loads fast and is accessible all
the time.

16. Quality inbound links
The site must have quality inbound links as search
engines regularly assess back links for their
relevance. If a site is found to have irrelevant
backlinks it will be discounted or penalized by the
search engine, e.g. a website about farming in
India containing a number of links from
Europeans websites about technology will be
degraded by the search engines.

17. Black Hat SEO Techniques
A list of top 6 black hat SEO techniques are given below:
Keyword Stuffing
Search engine analyzes the keywords and key phrases on the webpages to
index the websites. To exploit this feature of search engine, some SEO
practitioners increase keyword density to get higher ranking which is
considered a black hat SEO technique. Keyword density between two to
four percent is considered optimal, increasing keyword density beyond
that will irritate your readers and affect your ranking.
Cloaking
It refers to coding webpages in such a way that search engines see one set
of content and visitors see the another set of content, i.e. a user searching
for "gold price" clicks on a search result "current gold price" and is greeted
with a travel and tourism site. This practice is not in accordance with
search engines' guidelines which say to create content for users not for
the search engines.

18. Hidden Text
The text which search engines can view but readers can't is known
as hidden text. This technique is used to incorporate irrelevant
keywords and hide text or links to increase keyword density or
improve internal link structure. Some of the ways to hide text are to
set the font size to zero, use CSS to set text off-screen, create white
text on a white background, etc.
Doorway Pages
The poorly written pages which are rich in keywords but don't
contain relevant information and focus on the links to redirect users
to an unrelated page are called doorway pages. These pages are
used by black hat SEO professionals to pass on user traffic to
unrelated sites.

19. Article Spinning
It involves rewriting a single article to produce its different
copies in such a way that each copy looks like a new article.
The content of such articles is repetitive, poorly written and
has low value for the visitors. In this technique, such
articles are regularly uploaded to create the illusion of fresh
articles.
Duplicate Content
The content copied from a website to publish it on another
website as original content is known as duplicate content.
This black hat technique is known as plagiarism.