SEARCH ENGINE OPTIMIZATION

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Search Engine Optimization (SEO) is the activity of optimizing web pages

 or whole sites in order to make them search engine friendly, thus getting higher positions in
search results SEO techniques are classified into two broad categories: • White Hat SEO – white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies • Black Hat SEO – Techniques that search engines do not approve and attempt to minimize the effect of these techniques are also known as spamdexing. • Gray Hat SEO – Gray Hat SEO refers to tactics and strategies that straddle the line between ethical online marketing tactics and the unethical.

How The Search Engine Works?
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

google-crawling

Web crawler
It is also known as spider or Google bots. It is a software component that traverses
the web to gather information.
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 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

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

 Google Algorithm
Panda
It’s all related with “quality content” in
your website.
Quality Content:
• Your content must be unique.
• User friendly/ user engaging.
• No Keyword Stuffing

• Keyword density must be 2-3 % only.

Google Panda takes the quality of a site’s content into account when ranking sites in
the search results. For sites that have lower quality content, they would likely find
themselves negatively impacted by Panda. As a result, this causes higher quality
content to surface higher in the search results, meaning higher quality content are
often rewarded with higher rankings, while low-quality content drops.
When Panda originally launched, many saw it as a way for Google to target content
farms specifically, which were becoming a major problem in the search results with
their extremely low-quality content that tended to rank due to sheer volume. These
sites were publishing a fantastic amount of low-quality content very quickly on topics
with very little knowledge or research, and it was very obvious to a searcher who
landed on one of those pages.

Google has now evolved Panda to be part of the core algorithm. Previously, we had a
known Panda update date, making it easier to identify when a site was hit or had
recovered from Panda. Now it is part of a slow rolling update, lasting months per
cycle. As a result, it is hard to know whether a site is negatively impacted by Panda or
not, other than doing a content audit and identifying factors that sites hit by Panda
tend to have.
Do not remove your user-generated content, whether it is forums, blog comments or
article contributions, simply because you heard it is “bad” or marketed as a “Panda
proof” solution. Look at it from a quality perspective instead. There are many highly
ranking sites with user-generated content, such as Stack Overflow, and many sites
would lose significant traffic and rankings simply because they removed that type of
content. Even comments made on a blog post can cause it to rank and even get a
featured snippet.
Technical SEO
Technical SEO also does not play any role in Panda. Panda looks just at the content, not
things like whether you are using H1 tags or how quickly your page loads for users.
That said, technical SEO can be a very important part of SEO and ranking in general, so
it should not be ignored. But it does not have any direct impact on Panda specifically.
Determining Quality
If you are struggling to determine whether a particular piece of content is considered
quality or not, there is one surefire way to confirm. Look in Search Analytics or your
site’s analytics program such as Google Analytics and look at the individual page. If
Google is ranking a page and sending it traffic, then clearly it is viewing it as quality
enough to show high enough in the search results that people are landing there from
those Google’s search results.
Panda Prevention
How to prevent Google Panda from negatively impacting your site is pretty simple.
Create high-quality, unique content that answers the question searchers are asking.
Reading content out loud is a great way to tell if content is high-quality or not. When
content is read aloud, suddenly things like over usage of repetitive keywords,
grammatical errors, and other signals that the content is less than quality will stand
out. Read it out yourself and edit as you go, or ask someone else to read it so you can
flag what should be changed.

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