Digital Marketing – Unit IV
"Search Engine Optimization
(SEO)"
Digital Marketing –
Unit IV
What is SEO?
SEO = Search Engine Optimization
Helps websites appear higher in search results
Goal → Attract more visitors without paying for ads
Explanation:
SEO means making your website friendly to Google and other search
engines so that it appears higher when someone searches. Unlike paid
ads, SEO is free and long-term.
Why SEO is Important?
• 75% of people never scroll past the first page of Google
• Higher rank = More clicks & trust
• Example: Amazon, Flipkart use SEO
• Explanation:
• Most users only check the first page of Google. If your site
is not there, you lose visitors. Big companies like Amazon or
Flipkart also invest heavily in SEO so their products show
up first.
Crawling (Step 1 of Search Engines)
• Googlebot scans websites like a spider
• Collects text, images, videos
• Finds links to other sites
• Explanation:
• The first step is crawling. Google uses a bot (called
Googlebot) that travels through websites like a spider
crawling a web. It collects all the content from your site.
Indexing (Step 2 of Search Engines)
• Data stored in Google’s index (library)
• Index = huge database of websites
• Explanation:
• After crawling, Google stores everything in its database
called an index. Imagine a giant library where each website
is like a book stored with details.
Ranking (Step 3 of Search Engines)
• Algorithms decide order of results
• Depends on relevance, quality, and user experience
• Explanation:
• When you search, Google decides which page to show first.
This is called ranking. The higher the ranking, the more
traffic your site will get.
History of SEO
• 1990s: Just adding keywords
• 2000s: Google introduced PageRank
• Now: Focus on content, speed, mobile
• Explanation:
• SEO started in the 1990s. At that time, people would just
stuff keywords. Google improved SEO by introducing
PageRank, which focused on links. Today, SEO is about
user-friendly content.
SEO Phases Overview
• 1. On-Page SEO
• 2. Off-Page SEO
• 3. Technical SEO
• Explanation:
• SEO works in three phases:
• On-page (inside your website)
• Off-page (outside your website)
• Technical (website performance & structure)
On-Page SEO
• Keywords in titles & content
• Optimized images
• Internal links
• Example: Blog post with “Best Laptops in 2025”
• Explanation:
• On-page SEO means improving your website directly: using
keywords in headings, making images descriptive, linking your own
pages together.
Off-Page SEO
• Backlinks
• Social shares
• Guest posting
• Improves trust & authority
• Explanation:
• Off-page SEO happens outside your site. For example, if
another popular site links to your blog, it tells Google that
your site is trustworthy.
Technical SEO
• Website speed
• Mobile-friendly design
• HTTPS security
• Sitemap
• Explanation:
• This is about the websites technical performance. A slow or insecure
website wont rank well. Google prefers sites that load fast and are
mobile-friendly.
Googlebot (Crawler)
• Googlebot = software
• Finds new/updated pages
• Shows them in search
• Explanation:
• Googlebot is the program that automatically goes through
websites. Whenever you post a new blog, Googlebot visits
and checks it, then decides whether to rank it.
Types of SEO Techniques
• White Hat → Ethical
• Black Hat → Unethical
• Grey Hat → Mix, risky
• Explanation:
• White Hat = Correct SEO (good content, proper keywords).
• Black Hat = Wrong SEO (spammy tricks, hidden text).
• Grey Hat = In-between (not recommended).
Keyword Research
• Keywords = what people search
• Example: “Cheap hotels in Pune”
• Tools: Google Keyword Planner, SEMrush
• Explanation:
• Keywords are search terms typed by people. For example,
someone looking for hotels might type “Cheap hotels in
Pune”. You need to use those words in your content.
Keyword Planner Tools
• Google Keyword Planner → Free
• SEMrush → Competitor analysis
• Ahrefs → Backlinks + keywords
• Explanation:
• These tools help find what words people search most. Using
them, you can choose the best keywords for your content.
Social Media & SEO
• Increases website traffic
• Videos & posts boost reach
• Example: YouTube video linking to blog
• Explanation:
• Social media doesn’t directly change rankings, but it drives
visitors to your site. More visitors = more chances of
ranking higher.
Maintenance & SEO Tactics
• Track visitors (Google Analytics)
• Fix broken links
• Improve speed
• Explanation:
• SEO is a continuous process. You must keep your website
updated, check for errors, and monitor traffic regularly.
Google Search Engine
• World’s #1 search engine
• 90%+ market share
• Uses AI & algorithms
• Explanation:
• Most SEO focuses on Google because it dominates the
market. Google uses AI + rules (algorithms) to give users
the most relevant results
Conclusion
• SEO = backbone of digital marketing
• Works through Crawling → Indexing → Ranking
• Three phases: On-page, Off-page, Technical
• Long-term free traffic
• Explanation:
• To conclude, SEO is essential for any website. It is a long-term investment that
improves visibility and attracts free visitors.
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