PPT is about the functioning of the SEO- Search Engine Optimization's.

1. SEARCH ENGINE OPTIMISATION-
SEO
BY Cristen Dsouza

2. INTRODUCTION TO SEO
Search engine optimization is the science of improving a
website to increase its visibility when people search for
products or services. The more visibility a website has on
search engines, the more likely it is that brand captures
business.

3. HOW DO WEBSITES GET VISIBILITY
?
Visibility is measured in of how well the website is
made . Companies normally judge the website
depending on the front page . The front page grabs
the attention of the people that’s why its important to
have a front page . Depending on how well you have
made a website you will be ranked in the SEO . So if
you are high in the ranking then in the Search engine
your website will be recommended to a larger crowd .

4. HOW DOES THE SEARCH ENGINE
WORK?
Search engines such as Google use an algorithm or set of rules to determine what pages to show for any given
query.
Crawling - Process of fetching all the web pages linked to a website. This task is performed by a software called a
crawler or a spider (or Googlebot, in case of Google).
Indexing - Process of creating index for all the fetched web pages and keeping them into a giant database from
where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that
best describe the page and assigning the page to particular keywords.
Processing - When a search request comes, the search engine processes it, i.e., it compares the search string in
the search request with the indexed pages in the database.
Retrieving Results - The last step in search engine activities is retrieving the best

5. WHAT IS WHITE HATS AND BLACK
HATS ?
White hats- White hat SEO is a term used to refer to SEO strategies that
function within the rules and expectations of search engines and
searchers. It means implementing techniques to improve a website’s
search engine ranking without relying on tricks to undermine a search
engine’s algorithm.
Black hats- Black hat SEO are tactics that are used to rank a website that
violates search engine guidelines. Black hat SEO techniques attempt to
manipulate search engine algorithms to increase a site's rankings on the
SERPs.

6. WHITE HAT VS BLACK HAT
SR.no White hat Black hats
1. There is low or zero risk in
White Hat SEO.
There is high risk in Black Hat
SEO.
2. Black Hat SEO refers to the
use of aggressive SEO tactics
and strategies that focus only
on search engine not on
human audience.
White Hat SEO refers to the use of
optimization SEO tactics and
strategies that focus more on
human audience as opposed to
search engine and completely
follow search engines rules and
policies.
3. It contains stuff and spam
keywords into the on-page
contents to fool the search
engine spiders and improve
ranking.
It contains proper research, craft
titles, Meta tags according to
webpage, industry, relevance
4. This type of optimization is This type of optimization is

7. WHAT ARE THE GOOGLE
ALGORITHMS ?
PANDA-The Panda algorithm assigns a so-called “quality score” to web
pages. This score is then used as a ranking factor. Initially, the effects of
Panda were mild, but in January 2016 it was permanently incorporated
into Google’s core algorithm. Since then, update rollouts have become
more frequent, so both Panda penalties and recoveries now happen
faster.

8. WHAT ARE THE GOOGLE
ALGORITHMS ?
Penguin Update - The release of Pigeon resulted in one of the
greatest shakeups of Google’s local and local organic results to
date. Pigeon was designed to tie Google’s local search
algorithm closer to their web algorithm and to improve ranking
parameters based on distance and location.

9. WHAT ARE THE GOOGLE
ALGORITHMS?
The Google Hummingbird update was put into place in August 2013 and
announced one month later, in September 2013.
The Hummingbird update has been described by Google as the biggest
change to the since 2001.
It was also described by multiple Googlers as a total rewrite of the core
algorithm.
Yet, despite the scale of this update, the immediate effect was so subtle
that the update was largely unnoticed.
It seems contradictory for an update to be both wide-scale and
unnoticeable.

10. OFF PAGE AND ON PAGE