CU-MCA-SEM-VI-Web optimization

MASTER OF COMPUTER APPLICATIONS SEMESTER-VI WEB OPTIMIZATION

CHANDIGARH UNIVERSITY Institute of Distance and Online Learning SLM Development Committee Prof. (Dr.) H.B. Raghvendra Vice- Chancellor, Chandigarh University, Gharuan, Punjab:Chairperson Prof. (Dr.) S.S. Sehgal Registrar Prof. (Dr.) B. Priestly Shan Dean of Academic Affairs Dr. Nitya Prakash Director – IDOL Dr. Gurpreet Singh Associate Director –IDOL Advisors& Members of CIQA –IDOL Prof. (Dr.) Bharat Bhushan, Director – IGNOU Prof. (Dr.) Majulika Srivastava, Director – CIQA, IGNOU Editorial Committee Prof. (Dr) Nilesh Arora Dr. Ashita Chadha University School of Business University Institute of Liberal Arts Dr. Inderpreet Kaur Prof. Manish University Institute of Teacher Training & University Institute of Tourism & Hotel Management Research Dr. Manisha Malhotra Dr. Nitin Pathak University Institute of Computing University School of Business © No part of this publication should be reproduced, stored in a retrieval system, or transmitted in any formor by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the authors and the publisher. SLM SPECIALLY PREPARED FOR CU IDOL STUDENTS 2 CU IDOL SELF LEARNING MATERIAL (SLM)

First Published in 2021 All rights reserved. No Part of this book may be reproduced or transmitted, in any form or by any means, without permission in writing from Chandigarh University. Any person who does any unauthorized act in relation to this book may be liable to criminal prosecution and civil claims for damages. This book is meant for educational and learning purpose. The authors of the book has/have taken all reasonable care to ensure that the contents of the book do not violate any existing copyright or other intellectual property rights of any person in any manner whatsoever. In the event the Authors has/ have been unable to track any source and if any copyright has been inadvertently infringed, please notify the publisher in writing for corrective action. 3 CU IDOL SELF LEARNING MATERIAL (SLM)

CONTENT Unit - 1: Basics Of Internet .................................................................................................... 5 Unit - 2: Seo And Its Importance ......................................................................................... 15 Unit - 3: Serp And Algorithms............................................................................................. 24 Unit - 4: Google Algorithm.................................................................................................. 37 Unit - 5: Search Engine Optimization Techniques................................................................ 50 Unit - 6: HTML................................................................................................................... 63 Unit - 7: Optimization Tool ................................................................................................. 79 Unit- 8: Google Seo............................................................................................................. 91 Unit- 9: Off Page Optimization.......................................................................................... 105 Unit- 10: Linking Building Methodology........................................................................... 119 Unit- 11: Developing Home Page ...................................................................................... 136 Unit- 12: Google Ad Sense ................................................................................................ 156 Unit- 13: My Space ........................................................................................................... 164 Unit- 14: Reports And Management .................................................................................. 180 Unit - 15: Introduction To Google Analytics...................................................................... 195 4 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 1:BASICS OF INTERNET STRUCTURE 1.0 Learning Objectives 1.1 Introduction 1.2 Internet and Search Engine Basics 1.3 Internet Marketing 1.4 Importance of Internet Marketing 1.5 Types of Internet Marketing Methods 1.6 Summary 1.7 Keywords 1.8 Learning Activity 1.9 Unit End Questions 1.10 References 1.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Describe search engine  Explain the concept of Internet Marketing  Explain different types of Internet Marketing 1.1 INTRODUCTION An internet is network of networks that can communicate with each other, composed of hundreds of thousands of interconnected networks. Private individuals as well as various organizations such as government agencies, schools, research facilities, corporations, and libraries in more than 100 countries use the Internet. Millions of people are users. 1.2 INTERNET AND SEARCH ENGINE BASICS In 1972, Vint Cerf and Bob Kahn, both of whom were part of the core ARPANET group, collaborated on what they called the Interneting Project. They wanted to link different networks together so that a host on one network could communicate with a host on a second, different network. In October 1977, an internet consisting of three different networks (ARPANET, packet radio, and packet satellite) was successfully demonstrated. The Internet today is not a simple hierarchical structure. It is made up of many wide and local area 5 CU IDOL SELF LEARNING MATERIAL (SLM)

networks joined by connecting devices and switching stations. It is difficult to give an accurate representation of the Internet because it is continuously changing—new networks are being added, existing networks need more addresses, and networks of defunct companies need to be removed. Today most end users who want Internet connection use the services of Internet service providers (ISPs). There are international service providers, national service providers, regional service providers, and local service providers. The 1990s saw the explosion of the Internet applications due to the emergence of the World Wide Web (WWW). The web was invented at CERN by Tim Berners-Lee. This invention has added the commercial applications to the Internet. The following is a list of important Internet events in chronological order: ❑ 1969. Four-node ARPANET established. ❑ 1970. ARPA hosts implement NCP. ❑ 1973. Development of TCP/IP suite begins. ❑ 1977. An internet tested using TCP/IP. ❑ 1978. UNIX distributed to academic/research sites. ❑ 1981. CSNET established. ❑ 1983. TCP/IP becomes the official protocol for ARPANET. ❑ 1983. MILNET was born. ❑ 1986. NSFNET established. ❑ 1990. ARPANET decommissioned and replaced by NSFNET. ❑ 1995. NSFNET goes back to being a research network. ❑ 1995. Companies known as Internet Service Providers (ISPs) started. ❑ The late 1990s was the time when thousands of Internet Service Providers has taken up the market. ❑ 21st century brought in an amalgamation of technology and wireless Internet accessibility for its users. Wherein, wireless broadband services came in as a boon for Internet users Search Engine: It refers to a huge database of internet resources such as web pages, newsgroups, programs, images etc. It helps to locate information on World Wide Web. User can search for any information by passing query in form of keywords or phrase. It then searches for relevant information in its database and return to the user. Popular Search Engines: 6 CU IDOL SELF LEARNING MATERIAL (SLM)

Google - It was originally called BackRub. It is the most popular search engine globally. Bing - It was launched in 2009 by Microsoft. It is the latest web-based search engine that also delivers Yahoo’s results. Ask - It was launched in 1996 and was originally known as Ask Jeeves. It includes support for match, dictionary, and conversation question. AltaVista - It was launched by Digital Equipment Corporation in 1995. Since 2003, it is powered by Yahoo technology. AOL.Search - It is powered by Google. LYCOS - It is top 5 internet portal and 13th largest online property according to Media Matrix. Alexa - It is subsidiary of Amazon and used for providing website traffic information. 1.3 INTERNET MARKETING Online marketing, also known as internet marketing or web advertising, is a form of marketing that uses the internet to deliver promotional messages to customers through digital channels such as search engines, email, websites, and social media. Online marketing strategies include web design, SEO, email, social media, PPC, and other internet-related methods. Internet marketing uses customers' online activity to connect them with a business by reaching them in a variety of places on the internet. The types of internet marketing a business uses will depend on the business model, types of products, target customers, budget, and more. 1.4 IMPORTANCE OF INTERNET MARKETING Internet marketing is increasingly becoming mandatory for businesses of all types. Customers spend lots of time online every day, including checking email, browsing social media, using search engines, and visiting websites. Consumers use a variety of online methods for finding, researching, and eventually making purchasing decisions. Over 40% of consumers report that they first turn to Google search when looking for a product or service, and 26% of consumers say they shop online every week. However, traffic from social media pages and ads account for around 8% of consumers discovering retail websites.1 You can take advantage of all these channels by creating broad internet marketing platforms to help potential clients and customers find your business. 7 CU IDOL SELF LEARNING MATERIAL (SLM)

This is true even if your business is small and local. From 2018 to 2021, Google saw mobile \"near me\" searches with some variation of \"to buy\" or \"can I buy\" grow by 500%—a figure likely to continue rising. 7 reasons why Internet marketing matters: 1. Your customers are online Internet marketing is so important because your customers are online. Considering that over 4.2 billion people are on the Internet, it’s a great opportunity for you to reach leads that are looking for your business. There are billions of people online just waiting to find your company. People use the Internet to find all types of information. They’re constantly conducting searches to find relevant information about businesses, products, and services. By investing in Internet marketing, you’re helping your company reach those interested leads. As a marketer, you want to reach potential customers where they live, work, shop, get information, and seek entertainment. All of this is wrapped up in one place: The Internet. 2. It create two-way communication With traditional advertising, the communication is one-way. You create a TV ad or print ad in a newspaper, and that’s it. You wait and hope that your audience will see your ad and visit your business. Internet marketing is important because it helps you communicate better with your audience. 3. It personalizes your audience’s experience Personalized marketing enables you to customize your audience’s experience. You can create a tailored experience that fits their interests best. When people find your business, they’re going to come to your company for different reasons. 4. It allows you to drive quality traffic Internet marketing is important because it helps you drive more qualified traffic. You reach more leads that are interested in your business. The ability to target specific leads helps you drive traffic that takes interest in your company. You can target leads specifically by different characteristics. Internet marketing allows you to target by demographic information, socioeconomic status, hobbies, interests, or spending habits. You can get very precise with your targeting to ensure that you’re only reaching leads you know will be interested in your business. Effective Internet marketing will help you reach the right leads at the right time. 5. It increases your business’s visibility When you want more people to check out your business, you must increase your business’s visibility. It can be challenging to do this through offline tactics because you don’t have much control over who sees your marketing materials. With online marketing, you expose your business to hundreds of people. 8 CU IDOL SELF LEARNING MATERIAL (SLM)

The Internet is constantly marketing for your business. People can access your website or your social media 24/7. This means that your business is visible to your audience at all times. 6. It allows you to multitask The importance of online marketing also includes its ability to run multiple campaigns at once. The Internet makes it easy for you to take on a high level of customers and provide them with a quality experience. 7. Your competitors are doing it If you want to remain in competition with your competitors, you must invest in Internet marketing. Your competitors are already investing in different Internet marketing methods and working to obtain new leads. If you aren’t investing in Internet marketing, you’re falling behind your competition. 1.5 TYPES OF INTERNET MARKETING METHODS 1. Search engine optimization (SEO) Search engine optimization, or SEO, is an umbrella term used to describe a number of strategies that boost your rankings in search results for keywords and phrases related to your business. SEO can be broken into two categories: On-page and off-page SEO. On-page SEO refers to any optimization you perform on your website. It can include: a. Improving your site’s speed b. Adding keywords to your URLs, page titles, and headings c. Creating and updating content about your products and services Off-page SEO, on the other hand, refers to optimization that occurs away from your website. This primarily involves earning backlinks to your website from other reputable sites. Both on-page and off-page SEO can help your site rank higher in search results and ultimately allow you to reach more customers and earn more revenue online. SEO is an effective online marketing strategy that’s essential for any business to succeed online, and can result in an extremely high return on your investment. 2. Pay-per-click (PPC) advertising Pay-per-click (PPC) is a popular online advertising model. With PPC, marketers bid for placement in a search engine’s sponsored links for specific keywords and phrases. If your bid is among the highest for any given keyword, your ad will appear above organic search results when users type that keyword into the search bar. 9 CU IDOL SELF LEARNING MATERIAL (SLM)

One of the benefits of PPC as an Internet marketing strategy is that your ads can begin sending relevant, qualified traffic to your site the minute they are clicked to go live. PPC is also cost-effective and you’ll only pay when people click your ads. This means that you will avoid wasting money trying to reach people who aren’t interested in your products and services. With PPC, you can also create remarketing ads to reach people who have displayed an interest in your products and remind them of what they looked at on your site. For example, if someone places a product in their online shopping cart and leaves without purchasing, you can use remarketing to show them ads as they browse other sites and encourage them to return and make a purchase. 3. Content marketing Content marketing is one of the most effective ways to generate new leads online. It involves creating info graphics, blog posts, eBooks, guides, and other original content. You can also use visual content like photos and videos to give people an inside look at your business. 4. Social media Maintaining a presence on social media platforms can help your company connect with current and potential customers, making it a must-use online marketing strategy. You can use social media to engage users, provide them with helpful information about your business, and develop relationships that encourage them to purchase. If anyone has questions about your business, they can contact you directly on social media, and you can help them take the next steps with your company. Create profiles on social media sites like Facebook, Twitter, Pinterest, YouTube, LinkedIn, Instagram, Tumblr, and more. 5. Email marketing Email marketing allows you to connect with people right in their inboxes. And it can earn you an incredible ROI — in fact, you have the potential to earn Rs. 4500 for every Rs. 100 you spend. 6. Web design Many times, your website is the first point of interaction between your business and potential customers. This means that it needs to make a great first impression. Great web design can help your business reach more customers and earn more revenue online. A sleek design and navigation can improve user experience on your site and make it easy for visitors to find the information they need to become customers. 10 CU IDOL SELF LEARNING MATERIAL (SLM)

If your site is well-designed, people will spend more time reading your content and learning more about your business. This increases the likelihood that they will become customers, and it also sends positive signals to search engines, which can help your business appear higher in search results. 7. Conversion rate optimization (CRO) If you want to get more from your web traffic, conversion rate optimization (CRO) is essential. CRO allows you to test elements on your website, like buttons, images, and various layouts, to see which versions your visitors prefer. For instance, maybe a green button receives more clicks than a red button, or maybe your visitors prefer one image over another or a specific version of a form. Understanding which elements resonate with potential customers can help you optimize your site and ultimately earn more conversions and revenue. That's why many companies use CRO as an ongoing Internet marketing strategy. 8. Reputation management Reputation management services help your business appear more trustworthy in the eyes of Internet searchers. This is a great way to build trust with potential clients, and it lets them know that your business cares about their needs, questions, and concerns. With reputation management you can take a proactive approach, prevent a reputation crisis, and put your best foot forward online. 9. Influencer marketing With influencer marketing, you can connect with high-profile people online and have them share information about your products with their followers. In other words, influencer marketing allows you to build relationships that can help you attract loyal customers. 1.6 SUMMARY  In 1972, Vint Cerf and Bob Kahn, both of whom were part of the core ARPANET group, collaborated on what they called the Interneting Project  In October 1977, an internet consisting of three different networks (ARPANET, packet radio, and packet satellite) was successfully demonstrated. The Internet today is not a simple hierarchical structure. It is made up of many wide and local area networks joined by connecting devices and switching stations.  Search Engine refers to a huge database of internet resources such as web pages, newsgroups, programs, images etc. It helps to locate information on World Wide Web. User can search for any information by passing query in form of keywords or phrase. It then searches for relevant information in its database and return to the user 11 CU IDOL SELF LEARNING MATERIAL (SLM)

 Online marketing, also known as internet marketing or web advertising, is a form of marketing that uses the internet to deliver promotional messages to customers through digital channels such as search engines, email, websites, and social media. 1.7 KEYWORDS  Influencer -a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.  AOLSearch provides users with access to web, image, multimedia, shopping, news and local seach results.  AlexaIt is subsidiary of Amazon and used for providing website traffic information  Marketing – the action or business of promoting and selling products or services, including market research and advertising.  Search Engine – refers to a huge database of internet resources such as web pages, newsgroups, programs, images etc. It helps to locate information on World Wide Web. 1.8 LEARNING ACTIVITY 1. What do you mean by internet marketing? ___________________________________________________________________________ ___________________________________________________________________________ 2. List popular search engine ___________________________________________________________________________ ___________________________________________________________________________ 1.9 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Give importance of Internet Marketing 2. Explain SEO 3. Explain PPC advertising. 4. Explain Reputation management 5. What is a CRO? 12 CU IDOL SELF LEARNING MATERIAL (SLM)

Long Questions 1. Give the history of Internet and search engine in chronological order 2. Explain 7 reasons why Internet marketing matters 3. Explain what you mean by search engine in detail. B. Multiple Choice Questions 1. SEO stands for a. Search engine optimization b. Search engine option c. Secure engine optimization d. Special engine optimization 2. PPC stands for a. Part-per-click b. Pay-per-click c. Pay-per-content d. Pay-per-customer 3. Content marketing involves creating _________ a. infographics b. blog posts c. eBooks, d. All of these 4. CRO stands for ______ a. Conversion rate optimization b. Conversion repo optimization c. Contact relation optimization d. None of these 5. Reputation management services help your business appear more ________in the eyes of Internet searchers. a. trustworthy b. big 13 CU IDOL SELF LEARNING MATERIAL (SLM)

c. fake d. specialised Answers 1-a, 2-b, 3-d, 4-a, 5-a 1.10 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 14 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 2: SEO AND ITS IMPORTANCE STRUCTURE 2.0 Learning Objectives 2.1 Introduction 2.2 Importance of Search Engines 2.3 SEO is an Art or Science 2.4 How the search engine works 2.5 Summary 2.6 Keywords 2.7 Learning Activity 2.8 Unit End Questions 2.9 References 2.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Describe importance search engine  Explain whether SEO is science or art  Explain how search engine works 2.1 INTRODUCTION Search Engine Optimization (SEO) is a vital digital marketing tool. But do you really know how SEO works? Even if you have a basic understanding of what it entails, you may still not have a solid grasp on this complex and multifaceted process. SEO is made up of multiple elements, and knowing what they are and how they work is key to understanding why SEO is so important. In short, SEO is crucial because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. 2.2 IMPORTANCE OF SEARCH ENGINES The average person living in a modern industrialized society is exposed to several pieces of information every single day. This information would equal the amount of information that a person living 100 years ago would have experienced in a year. The information is displayed as advertisements, newspaper headlines, websites, text messages, traffic signs, T-shirt slogan, 15 CU IDOL SELF LEARNING MATERIAL (SLM)

and so forth… It’s not hard to understand why the human population’s attention span is getting shorter and that the majority of people believe themselves to be busier than they have ever been. So how does a person keep all of this information straight? Information Management With the amount of information that we sift through on a daily basis, it is virtually impossible to remember everything that we need to know… names, dates, figures, phone numbers, email address and on and on. Most of us have tools that remember our information and will retrieve it on demand. Microsoft Outlook helps us to manage our email. We have project managers for our jobs that help us sift through pertinent information. And when you want to find a product, service or a piece of information online, we use a Search Engine. “To Google Something” According to Google, they are seeing over one trillions searches performed each year. That is about three billion searches a day. Needless to say, you are not alone when it comes to finding useful information via a search engine. Search Engines are right at your fingertips and have become a part of the daily life of most. They have become readily accepted in contemporary culture that the word Google now appears in the dictionary. Not defined only as a noun, but also as a verb as in “to Google something.” A Filter of Sorts… Essentially, a Search Engine acts as a filter for a wealth of available information on the Internet. Search Engines allow users to not only quickly, but also easily, find the information that is of interest or value to them. It also eliminates the need to wade through numerous amounts of irrelevant web pages. It is safe to say that the goal of a Search Engine is to provide the user with search results that lead to relevant information on high quality websites. The ideal word here being “relevant”. In order for a Search Engine to attain and retain a market, they need to make sure to deliver results that are relevant to what the user is searching for. This is accomplished by maintaining databases of web pages. Search Engines use complex algorithms to assess websites and us pages in order to assign them a ranking for relevant search phrases. Most Popular Search Engines According to eBizMBA in October of 2015, listed below are the top 15 most popular Search Engines. These rankings are continuously updated using various factors. 16 CU IDOL SELF LEARNING MATERIAL (SLM)

 Google – Estimated 1,100,000,000 unique monthly visitors  Bing – Estimated 350,000,000 unique monthly visitors  Yahoo Search– Estimated 300,000,000 unique monthly visitors  Ask – Estimated 245,000,000 unique monthly visitors  AOL Search – Estimated 125,000,000 unique monthly visitors  WOW – Estimated 100,000,000 unique monthly visitors  WebCrawler – Estimated 65,000,000 unique monthly visitors  MyWebSearch – Estimated 60,000,000 unique monthly visitors  Info space – Estimated 24,000,000 unique monthly visitors  Info – Estimated 13,500,000 unique monthly visitors  DuckDuckGo – Estimated 13,000,000 unique monthly visitors  Blekko – Estimated 12,500,000 unique monthly visitors  Contentko – Estimated 11,000,000 unique monthly visitors  Dogpile – Estimated 10,500,000 unique monthly visitors  Alhea – Estimated 7,500,000 unique monthly visitors 2.3 SEO IS AN ART OR SCIENCE Search engine optimization is a term that is perceived by a great many people however not everybody plainly comprehends what it is about. Many people with exposure to the term comprehend that SEO is a method for getting more activity to their site and that is as much as they probably as they know. Anyway, is SEO an art or a science? Indeed, the answer as we will get the chance to find in the following few passages is that it is both. This may sound abnormal however perusing on in the following few segments, you will comprehend why I say that SEO is as quite a bit of a science as it is an art. Search engine optimization is not science really. It is difficult for associations to represent considerable authority in SEO. Given the center skills an endeavour needs to center upon, it gets hard to contribute a lot of time and push to comprehend the intricacies of Google algorithms, which keep switching and scaling up in exactness identified with substance and quality. SEO as a Science The science is at the center of the search engine industry, or SEO services at all. There must be particular utilization of innovation keeping in mind the end goal to get a site to the highest point of the search results since it doesn’t simply happen by enchantment. 17 CU IDOL SELF LEARNING MATERIAL (SLM)

For example, keyword analysis, which is an essential part of master website improvement, makes utilization of particular innovation keeping in mind the end goal to help the specialists filter through all the information that has been assembled and bode well out of it. There is a considerable measure of examination that must be done to focus the progressions that should be made to a webpage with a specific end goal to get a site positioning naturally in search engines. It is unreasonable to expect that each site and SEO undertaking will take after the same procedure. Google does not give novel rules to each site classification. Each site is one of a kind as is each SEO venture. It includes a certain level of experimentation in connection to assessment and testing to comprehend what works best for an undertaking. SEO as an Art: The path in which the content in a page is laid out is a greater amount of an art than a science. Indeed, even the navigation on a page that guarantees a client is drawing in with the substance is a craftsmanship in itself and this is the thing that makes SEO a science. Aside from simply streamlining keywords for search engine, the craftsmanship needs to come in making the pages sensible to a human client right from the synopsis they will read on the indexed lists page to the substance on the presentation page. SEO is not a definite science. It not just includes scientific capabilities and methodical processing of information, additionally inventive direction as well. These innovative contemplations mix with scientific skills to enhance tests. The innovative part of SEO includes the artistic strategy to chart new courses in which link building, content generation, online networking, and the outline component can enhance and turn out to be more focused on towards a typical reason. The Perfect Blend The dual nature of SEO can be surely known by SEO specialists who are acquainted with the procedures used to analyse sites. Picking the ideal essential word is as critical as streamlining the site on that keyword. Organizations who intend to deal with the double angle separately may take longer than the normal time. Legitimately examining the site and falsifying compelling methodologies to get to the top posting in Google should be possible by professional experts in a superior manner. SEO is bringing new leaps ordinary with different components that add to SEO. 18 CU IDOL SELF LEARNING MATERIAL (SLM)

A technique should be produced that includes different investigative controls alongside aesthetic tries for greatest advantage. Such a double nature of system can be created by expert specialists. SEO specialists work in union with the content and internet marketing team. They give the client centred substance. This is firmly incorporated with SEO movement; publicizing, online networking showcasing, outline and improvement. This guarantees that the whole capability of SEO can be harnessed. An SEO professional who trusts that SEO is both an art and science ought to be enlisted by any business. SEO is a science in light of the fact that it capacities as indicated by mathematical laws, which are measurably demonstrated, solid, and prescient of client conduct. SEO is an art in light of the fact that the exceptionally scientific models don’t build up and outline business targets. Arts describes persuading stories and makes aesthetic design and quality substance to the intended interest group. The models don’t clarify the client’s expectation or inspiration for purchasing the item or administration showed on the site. 2.4 HOW THE SEARCH ENGINE WORKS? Search Engine Components Generally there are three basic components of a search engine as listed below: 1.Web Crawler 2.Database 3.Search Interfaces Web crawler It is also known as spider or bots. It is a software component that traverses the web to gather information. Database All the information on the web is stored in database. It consists of huge web resources. Search Interfaces This component is an interface between user and the database. It helps the user to search through the database. Search Engine Working Web crawler, database and the search interface are the major component of a search engine that actually makes search engine to work. Search engines make use of Boolean expression 19 CU IDOL SELF LEARNING MATERIAL (SLM)

AND, OR, NOT to restrict and widen the results of a search. Following are the steps that are performed by the search engine: •The search engine looks for the keyword in the index for predefined database instead of going directly to the web to search for the keyword. •It then uses software to search for the information in the database. This software component is known as web crawler. •Once web crawler finds the pages, the search engine then shows the relevant web pages as a result. These retrieved web pages generally include title of page, size of text portion, first several sentences etc. These search criteria may vary from one search engine to the other. The retrieved information is ranked according to various factors such as frequency of keywords, relevancy of information, links etc. User can click on any of the search results to open it. 2.5 SUMMARY  “To Google Something” According to Google, they are seeing over one trillions searches performed each year. That is about three billion searches a day. Needless to say, you are not alone when it comes to finding useful information via a search engine. Search Engines are right at your fingertips and have become a part of the daily life of most. They have become readily accepted in contemporary culture that the word Google now appears in the dictionary. Not defined only as a noun, but also as a verb as in “to Google something.”  Search engine optimization is a term that is perceived by a great many people however not everybody plainly comprehends what it is about.  The science is at the center of the search engine industry, or SEO services at all. There must be particular utilization of innovation keeping in mind the end goal to get a site to the highest point of the search results since it doesn’t simply happen by enchantment.  The path in which the content in a page is laid out is a greater amount of an art than a science. Indeed, even the navigation on a page that guarantees a client is drawing in with the substance is a craftsmanship in itself and this is the thing that makes SEO a science. 2.6 KEYWORDS  Novel -If something is so new and original that it's never been seen, used or even thought of before, 20 CU IDOL SELF LEARNING MATERIAL (SLM)

 WebCrawler sometimes called a spider or spiderbot and often shortened to crawler, is an Internet bot that systematically browses the World Wide Web  Marketing – the action or business of promoting and selling products or services, including market research and advertising.  Search Engine – refers to a huge database of internet resources such as web pages, newsgroups, programs, images etc. It helps to locate information on World Wide Web.  Filter:a program or section of code that is designed to examine each input or output request for certain qualifying criteria and then process or forward it accordingly. 2.7LEARNING ACTIVITY 1. What is importance of search engine. ___________________________________________________________________________ ___________________________________________________________________________ 2. What do you mean by filter? ___________________________________________________________________________ ___________________________________________________________________________ 2.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. List most popular search engine. 2. Explain SEO as ART 3. Explain SEO as Science Long Questions 1. Explain perfect blend 2. How does search engine work? 3. Explain importance of search engine in detail. B. Multiple Choice Questions 1. Alhea – Estimated _______ unique monthly visitors a. 7,500,000 21 CU IDOL SELF LEARNING MATERIAL (SLM)

b. 750,000 22 c. 75,000 d. 750 2. MyWebSearch – Estimated ________unique monthly visitors a. 6,000,000 b. 60,000,000 c. 600,000 d. 600 3. DuckDuckGo – Estimated ________ unique monthly visitors a. 13,000 b. 130,000 c. 13,000,000 d. 13,00,000 4. Google – Estimated ______ unique monthly visitors a. 1,100,00,000 b. 1,100,0,000 c. 1,100,000 d. 1,100,000,000 5. WOW – Estimated _____ unique monthly visitors a. 100,000,000 b. 100,00,000 c. 100,0,000 d. 100,000 Answers 1-a, 2-b, 3-c, 4-d, 5-a CU IDOL SELF LEARNING MATERIAL (SLM)

2.9 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 23 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 3: SERP AND ALGORITHMS STRUCTURE 3.0 Learning Objectives 3.1 Introduction 3.2 Understanding the SERP 3.3 Using Search Operators 3.4 Google Search Engine Architecture 3.5 Search Engine Algorithms 3.5.1 Google Panda 3.5.2 Google Hummingbird 3.5.3 Google Penguin 3.5.4 Google Search 3.5.5 Hilltop algorithm 3.6 Summary 3.7 Keywords 3.8 Learning Activity 3.9 Unit End Questions 3.10 References 3.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Explain search engine result page(SERP)  Describe search operators.  Explain different algorithm. 3.1 INTRODUCTION With the amount of information available on the web, finding what you need would be nearly impossible without some help sorting through it. Google ranking systems are designed to do just that: sort through hundreds of billions of webpages in our Search index to find the most relevant, useful results in a fraction of a second, and present them in a way that helps you find what you’re looking for. 24 CU IDOL SELF LEARNING MATERIAL (SLM)

These ranking systems are made up of not one, but a whole series of algorithms. To give you the most useful information, Search algorithms look at many factors, including the words of your query, relevance and usability of pages, expertise of sources, and your location and settings. The weight applied to each factor varies depending on the nature of your query—for example, the freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions. To help ensure Search algorithms meet high standards of relevance and quality, we have a rigorous process that involves both live tests and thousands of trained external Search Quality Raters from around the world. These Quality Raters follow strict guidelines that define our goals for Search algorithms and are publicly available for anyone to see. 3.2 UNDERSTANDING THE SERP  Search Engine Results Pages (SERPs) are the pages that Google and other search engines show in response to a user’s search query.  SERPs are probably the most widely utilized things that people don't have a name for. Let's be honest, outside of the SEO community most people don't know what SERP stands for, or that it's even an acronym at all.  World Population (as of 03/30/2020) – 7.8 billion.  Active internet users – 4.54 billion.  SERP Numbers:  Roughly 93% of all internet traffic comes through search engines.  Google alone processes over 63,000 searches per second on any given day.  I don't really think that anymore needs to be said about the importance of SERPs.  SERPs are continually getting more complex and comprehensive.  As Google, and other search engines, begin to understand data better they are able to organize and display this information in more ways that are helpful to us humans.  Google has hundreds of ranking factors that determine what shows up on a SERP, but how they are displayed will be dependent on the types of search queries being asked – and which search engine was used.  When you input a search query into a search engine its algorithm will look into its enormous database of information and try to bring you back some results that it determines will help satisfy your question – this is the SERP. The Page of Search Results that the Engine brings back – the Search Engine Results Page (SERP). 3.3 USING SEARCH OPERATORS Let’s take an example for looking at is the Google SERP result for the query \"Skateboard\". 25 CU IDOL SELF LEARNING MATERIAL (SLM)

The query “Skateboard \" is a pretty broad and non-specific term to be searching, so Google does not know if I want to buy one or rent one or read about one or shop online or shop locally – so it is showing me a ton of different results. The types of results here include: •informational articles and videos. •transactional based links, advertisements, etc. •local maps with stores where I can shop. •online stores (aka ecommerce) where I can shop. •reviews & articles where I can compare models to make a more informed buying decision. But even between all of these types of results, there are really only 2 categories of them: organic & paid. I have highlighted the ORGANIC results in GREEN, and the PAID results in RED. As you can see, Google does a good job of differentiating the visual display of the different types of results into \"SERP features\". 3.4 GOOGLE SEARCH ENGINE ARCHITECTURE Architecture The search engine architecture comprises of the three basic layers listed below: •Content collection and refinement. •Search core •User and application interfaces 26 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 3.1 3.5 SEARCH ENGINE ALGORITHMS These ranking systems are made up of not one, but a whole series of algorithms. To give you the most useful information, Search algorithms look at many factors, including the words of your query, relevance and usability of pages, expertise of sources, and your location and settings. The weight applied to each factor varies depending on the nature of your query—for example, the freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions. To help ensure Search algorithms meet high standards of relevance and quality, we have a rigorous process that involves both live tests and thousands of trained external Search Quality Raters from around the world. These Quality Raters follow strict guidelines that define our goals for Search algorithms and are publicly available for anyone to see. 27 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 3.2 Mathematical PageRanks for a simple network are expressed as percentages. (Google uses a logarithmic scale.) Page C has a higher PageRank than Page E, even though there are fewer links to C; the one link to C comes from an important page and hence is of high value. If web surfers who start on a random page have an 82.5% likelihood of choosing a random link from the page they are currently visiting, and a 17.5% likelihood of jumping to a page chosen at random from the entire web, they will reach Page E 8.1% of the time. (The 17.5% likelihood of jumping to an arbitrary page corresponds to a damping factor of 82.5%.) Without damping, all web surfers would eventually end up on Pages A, B, or C, and all other pages would have PageRank zero. In the presence of damping, Page A effectively links to all pages in the web, even though it has no outgoing links of its own. Examples of Search Engine Algorithms • Google Panda • Google Hummingbird • Google matrix • Google bomb • Google Penguin • Google Search • Hilltop algorithm 28 CU IDOL SELF LEARNING MATERIAL (SLM)

3.5.1 Google Panda: One of Google’s primary targets with Panda was ‘content farms’. These are sites which would churn out low quality content that tended to rank simply because of the sheer quantity of copy. For Google, always striving to deliver high quality results for an optimal user experience, this was a huge concern. Through the Panda algorithm, Google dealt two black eyes to content spammers and effectively removed content farms. Since its launch, the algorithm has become one of Google’s core ranking signals. It is under constant development to become increasingly sophisticated in its evaluation of what is defined as low quality content, driving up the level required by websites wishing to rank well. How does Panda work? Recognising shallow content and low quality websites may be easy for a user, but for search engines it’s a very tricky process, especially on the vast, varied web. Amit Singhal, Vice President of Search at Google, told wired magazine that in order to solve this complex issue, the process had to be as scientific and mathematical as possible. Google researchers then devised a rigorous set of questions (some of which are listed here) for website testers to review a selection of domains. From these questions and reviews, the Google team devised a set of ranking signals which formed the definition of what would be considered low quality content. Google is constantly changing and advancing the signals and metrics it uses to determine a website’s value. This enables Google to stay on top of what is considered good and bad content, and continuously provide excellent user experience. What Does Panda Target? The Google Panda update targets websites with the following: “Thin” onsite content: Domains lacking quality content across many pages tend not to provide a valuable user experience. This could mean pages with just a few sentences, or pages with an inarticulate mass of words. Spelling and grammar matter! Duplicate content: If there is a high volume of duplicate content—pages with very similar or exactly the same content—then this may be a signal of search engine manipulation. In the past, domains may have tried duplicated pages which targeted a particular same keyword to try and increase their chances of ranking for this term. Machine-generated content: Also known as ‘spun content’, this is copy automatically produced by software to fill webpages with keyword rich, but ultimately poor quality, information. Excessive onsite adverts: Pages which are inundated with adverts compromise user experience. 29 CU IDOL SELF LEARNING MATERIAL (SLM)

3.5.2 Google Hummingbird: Hummingbird is a search algorithm used by Google. It was first introduced in August 2013, to replace the previous Caffeine algorithm, and affects about 90% of Google searches. Hummingbird is a brand new engine, but one that continues to use some of the same parts of the old, like Panda and Penguin. In terms of what Google is trying to do with this new engine, very little has changed—the focus is still on quality. How does Hummingbird work? Unlike Penguin and Panda, Hummingbird is not a penalty-based update (aimed at ridding search engine results pages from low-quality content), but a change in the way Google reacts to different types of queries. It’s a new way of understanding the actual meaning behind a search query, rather than the separate terms within it. The use of keyword synonyms has been optimised with Hummingbird; instead of listing results with exact phrases or keywords, Google now shows more theme-related results. It’s all about context. Google has always used synonyms, but with Hummingbird it is able to judge context, thereby understanding the intent of a search to determine exactly what the user is trying to find out. It’s what we refer to as semantic search. It’s been dubbed a ‘meaning’ technology, or a means of making interactions more human. Hummingbird is designed to apply this ‘meaning’ technology to augment Google’s Knowledge Graph, intended to return results for users to explore a whole network of connections related to their query. Hummingbird is therefore well placed to determine the most relevant and highest quality pages that meet the needs of the searcher. It’s also better at inferring what it is you’re talking about, even if you’re not quite sure of that yourself. For example, if we enter the search query “what is that film about the three guys in vegas?” Google manages to infer and interpret context to return a meaningful result. Despite the vagueness of our keywords and colloquial tone, it knows we mean ‘The Hangover’. What does Hummingbird mean for SEO? Well, search engine optimisation changed somewhat with the introduction of Hummingbird. With Google Hummingbird, digital marketers have come to understand the most important thing to offer Google is context for the topics around which a page has been created. Google has long considered page authority to be a significant ranking factor. With greater emphasis being placed on page content, authority will become even more important, and poses to make search results more relevant. The update hopes to ensure Google directs users to the most appropriate page of a website, rather than to a home page or top level page. Driving search traffic to these pages likely helps improve conversion rates on your site. 30 CU IDOL SELF LEARNING MATERIAL (SLM)

PageRank, which looks at how important links to a page are deemed to be, remains one of the major components of the Hummingbird algorithm. That’s why it remains important to consider link metrics and strive for cocitations. Promoting a relationship between your site and others allows Google to identify what your website or business deals in or with. We learned this with Penguin, but Hummingbird reaffirms how inbound links from topically irrelevant contexts are considered bad links. So, what is even more important to the way agencies and businesses approach link building now is the context in which the link is present. That makes it worthwhile to leverage synonyms and cooccurring terms. We’ve covered this before in our guide to anchor text. While keywords are still important, Hummingbird adds more strength to phrase-based queries, which effectively caters to the optimisation of content and questions that are asked naturally. With the growing number of conversational queries, namely those conducted using voice search, it’s important your page content covers informational queries, navigational queries and transactional queries. Phrases that ask ‘Who’, ‘What’, ‘Where’ and ‘How’ prove beneficial to SEO, and may help you return more rich results. So, guidance remains the same: Load your site with original, relevant, high-quality content. Finally, one of the myths that spread fast when Hummingbird was first announced was that it used structured data as a main ranking factor. It remains integral to utilise structured data schema markup to indicate exactly what it is your page is about. As we mentioned above with regards to page content, you want Google to ‘know’ you have the answer to a searcher’s query. Let your SEO agency make sure that happens. 3.5.3 Google Penguin: Penguin targeted two specific practices: Link schemes - The development, acquisition or purchase of backlinks from low-quality or unrelated websites, creating an artificial picture of popularity and relevance in an attempt to manipulate Google into bestowing high rankings. For example, an insurance company in Tampa could fill Internet forums with spam comments linking to itself as “best insurance company in Tampa”, falsely inflating its appearance of relevance with these unnatural links. Or, the same company might pay to have links reading “best insurance company in Tampa” appear on an unrelated third-party article about dog grooming; content that has no relationship to the topic. Keyword stuffing - Populating a webpage with large numbers of keywords or repetitions of keywords in an attempt to manipulate rank via the appearance of relevance to specific search phrases. For example, an unnatural repetition of keywords on a given page might look like: 31 CU IDOL SELF LEARNING MATERIAL (SLM)

“AAA Locksmith in Denver, CO is the locksmith in Denver that Denver residents trust when they need a Denver locksmith to quickly help them with their Denver locksmith needs.” 3.5.4 Google Search Google’s algorithms are a complex system used to retrieve data from its search index and instantly deliver the best possible results for a query. The search engine uses a combination of algorithms and numerous ranking factors to deliver webpages ranked by relevance on its search engine results pages (SERPs). In its early years, Google only made a handful of updates to its algorithms. Now, Google makes thousands of changes every year. 3.5.5 Hilltop algorithm The primary goal of Hilltop Algorithm was identifying authoritative digital pages to help with page ranking. The algorithm is a model that worked together with PageRank to identify the pages that are authoritative and expert. Hilltop identifies the authoritative website pages by first selecting the “expert pages.” Expert pages mean the pages that are specific to particular topics that linked to a lot of other websites. Once the expert pages are selected, Google goes ahead to identify the highest quality sites to rank. The assumption employed here is that the number and quality of the sources pointing to a page is a good measure of the pages’ quality. The main difference is the fact that the primary target is picking the “expert” sources designed to assist directing visitors towards a specific resource. The notion of being the connectivity algorithm implies they are link-based algorithm. A good example is PageRank. PageRank helps to propagate PageRank in the entire website and further ranks the pages. The algorithm helps to pick expert pages first in order to narrow down to the authoritative pages that should be ranked high in search engine result pages. Now, Hilltop draws from sites that are linked to create a pool of “experts” pages carefully organized by the niche subjects. 3.6 SUMMARY  SERPs are probably the most widely utilized things that people don't have a name for. Let's be honest, outside of the SEO community most people don't know what SERP stands for, or that it's even an acronym at all. 32 CU IDOL SELF LEARNING MATERIAL (SLM)

 When you input a search query into a search engine its algorithm will look into its enormous database of information and try to bring you back some results that it determines will help satisfy your question – this is the SERP. The Page of Search Results that the Engine brings back – the Search Engine Results Page (SERP).  The query “Skateboard \" is a pretty broad and non-specific term to be searching, so Google does not know if I want to buy one or rent one or read about one or shop online or shop locally – so it is showing me a ton of different results.  The search engine architecture comprises of the three basic layers listed below: Content collection and refinement. Search core User and application interfaces 3.7 KEYWORDS  Algorithm -a process or set of rules to be followed in calculations or other problem- solving operations, especially by a computer.  Query -a question, especially one expressing doubt or requesting information.  Architecture– a set of rules and methods that describe the functionality, organization, and implementation of computer systems.  Magazine – a periodical publication containing articles and illustrations, often on a particular subject or aimed at a particular readership.  Filter:a program or section of code that is designed to examine each input or output request for certain qualifying criteria and then process or forward it accordingly. 3.8 LEARNING ACTIVITY 1. Explain SERP ___________________________________________________________________________ ___________________________________________________________________________ 2. Draw architecture diagram for google search engine. ___________________________________________________________________________ ___________________________________________________________________________ 3.9 UNIT END QUESTIONS A. Descriptive Questions 33 Short Questions CU IDOL SELF LEARNING MATERIAL (SLM)

1. Explain SERP Number 2. What are the different result that are produced by query Skateboard 3. Explain Google Penguin Algoritm Long Questions 1. Explain Search Engine Algorithms? 2. Explain importance of search engine in detail. 3. Explain Hiltop Algorithm. B. Multiple Choice Questions 1. The notion of being the connectivity algorithm implies they are ____algorithm a. link-based b. list-based c. custom -based d. activity-based 2. These Quality Raters follow strict guidelines that define our _______for Search algorithms a. function b. goals c. activity d. None of these 3. Google’s algorithms are a complex system used to retrieve data from its ________ a. index 34 CU IDOL SELF LEARNING MATERIAL (SLM)

b. Tree index c. search index d. menu 4. When you input a search query into a ________ its algorithm will look into its enormous database of information. a. Database b. search engine c. flowchart d. None of these 5. Google has long considered ______ to be a significant ranking factor. a. page authority b. paging c. search d. None of these Answers 35 1-a, 2-b, 3-c, 4-b, 5-a 3.10 REFERENCES References book CU IDOL SELF LEARNING MATERIAL (SLM)

 Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org)  https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 36 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 4: GOOGLE ALGORITHM STRUCTURE 4.0 Learning Objectives 4.1 Introduction 4.2 Updates 4.3 Page Rank Technology 4.4 Google Web Masters Tools 4.5 Summary 4.6 Keywords 4.7 Learning Activity 4.8 Unit End Questions 4.9 References 4.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Explain search engine result page(SERP)  Describe search operators.  Explain different algorithm. 4.1 INTRODUCTION Google’s algorithms are a complex system used to retrieve data from its search index and instantly deliver the best possible results for a query. The search engine uses a combination of algorithms and numerous ranking factors to deliver webpages ranked by relevance on its search engine results pages (SERPs). In its early years, Google only made a handful of updates to its algorithms. Now, Google makes thousands of changes every year. 4.2 UPDATES Google is always evolving its algorithm to ensure it is surfacing the most accurate, relevant, and secure pages for its users. And each year, it seems to introduce more and more updates per year. Knowing what sort of updates have taken place will help you to stay in line with SEO best practices, improve your rankings, and also understand any reasons behind performance shifts. 37 CU IDOL SELF LEARNING MATERIAL (SLM)

eight most impactful Google algorithm updates of 2021 1. Passage ranking – With the passage ranking update, Google can now use artificial intelligence to index not only web pages, but individual passages (paragraphs, sentences) from those pages. This means that specific passages can show up as the featured snippet. The aim is to quickly answer very specific queries, instead of making the user comb through the relevant web page to find it. Using the example below, Google explains that it can now understand that the passage from the doityourself.com page (B) better answers the query than the wearshade.com result on the (A). “In this case, our systems were able to highlight a featured snippet, but this improvement applies to how we rank web pages overall.” 2. about this result With the “About this result” of February 2021, Google provides additional context to individual search results so that users can determine which results would be most helpful to them. The \"About this result\" box doesn't impact your ranking; it's just a list of facts about the page—some of which are ranking factors. So that includes: • Making sure your site uses https. • Getting quality backlinks. • Appropriately matching the intent of the keyword. 3. Product reviews The goal of Google’s April 2021 product reviews update was to encourage product reviews that don't just summarize a list of products, but rather provide in-depth research, insightful analysis, and original content. So to create product review content that’s of high quality. 4. MUM Google has been making strides with AI in its algorithms, the most recent being the May 2021 MUM update. Multitask Unified Model (MUM) is a natural language model that is significantly more powerful than BERT of October 2019 (bidirectional encoder representations from transformers). MUM is designed for “Helping you when there isn’t a simple answer.” The goal of MUM is to use contextual information from different sources to present comprehensive answers to complex questions. 38 CU IDOL SELF LEARNING MATERIAL (SLM)

5. Link spam Google’s June 2021 spam update was implemented on web page and image results. 6. Mobile-first indexing With the rise of mobile traffic in the 2010s, Google began placing more importance on mobile friendliness as a ranking factor in 2015. A year later, mobile-first indexing was introduced — which refers to when Google crawls—and therefore ranks—your website pages according to the mobile version of that content. 7. Page experience In addition to indexing the mobile version of websites, Google has also introduced a specific set of metrics through the page experience update called Core Web Vitals. These are not new metrics, but rather newly prioritized factors to quantify a person’s experience of a webpage. 8. Page titles On Aug. 25, 2021, Google announced a new system of generating title tags for web pages. 4.3 PAGE RANK TECHNOLOGY Here is an step by step explanation of how page rank technology works Figure 4.1 39 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 4.2 Figure 4.3 40 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 4.4 Figure 4.5 41 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 4.6 Figure 4.7 42 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 4.8 4.4 GOOGLE WEB MASTERS TOOLS Google Webmaster tools is Google's collection of Search Engine Optimization (SEO) tools that help you manage your site in Google Search results. Now categorized and housed under Google Search Console, they provide you with the data your organization needs to rank higher in search. 1. Google Search Console Search Console is your one-stop shop for SEO data in Google. It tells you how your site appears in the world of Google Search, and gives you tools to improve its ranking. Search Console tells you what people are searching for when they find your site, how your content ranks for those queries, and how many people are actually click through. You can also monitor your site for any technical SEO issues and crawl your site to ensure Google can find every page. Within Search Console, we recommend nonprofits and small teams focus on the following 5 tools. 2. Search Analytics Under Google Search Console, you can find Search Analytics to track what queries are bringing users to your site, and what pages appear from those searches. It is very important to track this information to ensure that you are… • Ranking for keywords that are branded 43 CU IDOL SELF LEARNING MATERIAL (SLM)

• Ranking for keywords that are not branded but are relevant to your cause to reach new audiences • Are not ranking for irrelevant keywords that would cause a bad user experience for the searcher You can also use this information to find new ideas for content so you can rank higher in search. 3. Links to Your Site One of the biggest questions we get during content marketing trainings is how organizations can track when other sites link back to them. Easily enough, these are also known as backlinks. How can we easily determine if our partners are linking to us? Are they linking to us properly? Use the “Links to Your Site” section of Search Console in Google Webmaster Tools to see what domains are linking to you, what content they are linking, and what anchor text they’re using. Anchor text is the copy that is hyperlinked, and it is a hint to the Google robots as to what the site that is linked is all about. Hyperlinking “click here” doesn’t add any SEO value to your site, because it is so vague. 4. Testing Tools Beyond Search Console, most of Google Webmaster Tools aren’t especially useful for SEO. However, the Testing Tools are great for the more technically-savvy SEOs to dive deeper. Check out the Structure Data Testing Tool and Structured Data Markup Helper to test out structured data. Structured data refers to adding some type of markup on a webpage, in order to provide additional detail around the page’s content so the search appears with rich snippets, rich cards, carousels, knowledge boxes, etc. Test this out with your top 10 landing pages: Do you see an improvement in ranking and traffic? If yes, try adding it to those articles that are ranking in the #2-5 position of Google and see if data markup gives them an extra boost. 5. Security Issues If there are any security issues with your site’s content, Google will tell you. Under Security Issues in Search Console, you can get a security checkup. If you ever think your site is hacked or there is a cybersecurity issue, you can use this page to get a (vital) second opinion. 44 CU IDOL SELF LEARNING MATERIAL (SLM)

6. HTML Improvements Since this is all about the 80/20 rule: What are the easiest fixes to improve SEO? Fixing meta descriptions and title tags is a tedious, but easy and effective task. (A great one to assign to interns if you have them.) This section of Search Console in Google Webmaster Tools will tell you where there are areas for improvement and what specific pages need to be improved. 7. Crawl Errors Can Google find all the pages on your site? Are the most up-to-date pages appearing in search? Use the Crawl Errors section of Search Console to ensure there are no server errors or 404 errors (Page Not Found). These issues are bad for user experience, because searchers can’t get to the pages on your site they are looking for. And when something is bad for UX, it’s bad for SEO. Google wants searchers to get fast, relevant, and accurate results, so a “Page Not Found” issue is a big one. Refer to the Crawl Errors section regularly and set up 301 redirects for any 404 pages to send to a relevant new page or the updated URL. 4.5 SUMMARY  Google is always evolving its algorithm to ensure it is surfacing the most accurate, relevant, and secure pages for its users. And each year, it seems to introduce more and more updates per year  With the passage ranking update, Google can now use artificial intelligence to index not only web pages, but individual passages (paragraphs, sentences) from those pages. This means that specific passages can show up as the featured snippet. The aim is to quickly answer very specific queries, instead of making the user comb through the relevant web page to find it.  The goal of Google’s April 2021 product reviews update was to encourage product reviews that don't just summarize a list of products, but rather provide in-depth research, insightful analysis, and original content. So to create product review content that’s of high quality. Multitask Unified Model (MUM) is a natural language model that is significantly more powerful than BERT of October 2019 (bidirectional encoder representations from transformers). 4.6 KEYWORDS  Spam-irrelevant or unsolicited messages sent over the internet, typically to a large number of users, for the purposes of advertising, phishing, spreading malware, etc. 45 CU IDOL SELF LEARNING MATERIAL (SLM)

 Experience- practical contact with and observation of facts or events.  Mobile - able to move or be moved freely or easily.  Technology– the application of scientific knowledge for practical purposes, especially in industry.  Consolea computer terminal where a user may input commands and view output 4.7 LEARNING ACTIVITY 1. What is passage ranking? ___________________________________________________________________________ ___________________________________________________________________________ 2. Explain MUM. ___________________________________________________________________________ ___________________________________________________________________________ 4.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Explain Google search Console 2. Explain Testing Tools. 3. Explain Crawl Errors. Long Questions 1. Explain step by step page rank technology. 2. Explain Google Web Master Tool in detail. 3. Explain Update in detail. B. Multiple Choice Questions 1. Google can now use ________ to index not only web pages, but individual passages a. artificial intelligence b. Internet of thing c. Embedded System 46 CU IDOL SELF LEARNING MATERIAL (SLM)

d. Trial Error 2. With the __________of February 2021, Google provides additional context to individual search results a. Passage ranking b.”About this result” c. Product reviews d.MUM 3. MUM stands for ______ a. Menu Unified Model b. Multitask Uniform Model c. Multitask Unified Model d. Memory Unified Model 4. The goal of Google’s _______ product reviews update was to encourage product reviews. a. March 2021 b. April 2020 c. April 2019 d. April 2021 47 CU IDOL SELF LEARNING MATERIAL (SLM)

5. Multitask Unified Model (MUM) is a ___________ a. natural language model b. machine language model c. program language model d. Both natural and machine language model Answers 1-a, 2-b, 3-c, 4-d, 5-a 4.9 REFERENCES References book  Jerri Ledford, “Search Engine Optimization”, Wiley Publishing Inc.  S.S. Niranga, “Mobile Web Performance Optimization”, PACKT Publishing Textbook references  Danny Dover, “Search Engine Optimization Secrets”, Wiley Publishing Inc.  Bruce Clay, “Search Engine Optimization AA-In-One for Dummies A Wiley Brand”, John Wiley & Sons.  Aaron Matthew Wall, “Search Engine Optimization”, http://www.seobook.com/seo- tools.pdf  H.J. Bernardin, Human Resource Management, Tata McGraw Hill, New Delhi, 2004. Website  https://www.umassmed.edu/globalassets/it/web-services/google-analytics/google- analytics-user-guide.pdf  https://static.googleusercontent.com/media/www.google.com/en//grants/education/Go ogle_Analytics_Training.pdf  https://analytics.google.com/analytics/web/#/p287091400/reports/reportinghub  Internet Basics: What is the Internet? (gcfglobal.org) 48 CU IDOL SELF LEARNING MATERIAL (SLM)

 https://www.semrush.com/blog/black-hat- seo/?kw=&cmp=IN_SRCH_DSA_Blog_Core_BU_EN&label=dsa_pagefeed&Networ k=g&Device=c&utm_content=515715717309&kwid=aud-422673590326:dsa- 1053501806627&cmpid=11773572684&agpid=115407097598&BU=Core&extid=20 3745429736&adpos=&gclid=Cj0KCQjww4OMBhCUARIsAILndv6WsS0Lw7OOGv i5TA6yAGFZNZNRGP44MNM3cnYj70oeQ3LiFot_Hn4aAt4aEALw_wcB 49 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 5: SEARCH ENGINE OPTIMIZATION TECHNIQUES STRUCTURE 5.0 Learning Objectives 5.1 Introduction 5.2 Black Hat SEO 5.2.1 The Risks of Black Hat SEO 5.2.2 Black Hat SEO Tactics To Avoid 5.2.3 How To Report Black Hat SEO 5.3 White Hat SEO 5.3.1 Why Is White Hat SEO Important? 5.3.2 What Are Some White Hat SEO Strategies? 5.4 Difference between Black Hat SEO and White Hat SEO 5.5 Summary 5.6 Keywords 5.7 Learning Activity 5.8 Unit End Questions 5.9 References 5.0 LEARNING OBJECTIVES After studying this unit, you will be able to:  Explain Risks of Black Hat SEO  Explain Black Hat SEO Tactics To Avoid  Explain the features of White Hat SEO  Differentiate between Black Hat SEO and White Hat SEO 5.1 INTRODUCTION Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google. Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic to a website. 50 CU IDOL SELF LEARNING MATERIAL (SLM)