U. V.

PATEL COLLEGE OF ENGINEERING

2CEIT78PE5 - SEARCH ENGINE OPTIMIZATION

LAB MANUAL
July-December 2022
7th Semester Computer Engineering & Information Technology
 CERTIFICATE

This is to certify that Ms. Swar Dineshbhai Patel Enrolment

No.19012021057 of B. Tech Semester V II Information Technology
Engineering branch has satisfactorily completed the term work
in Search Engine Optimization (2CEIT 78PE5) within four walls
of Ganpat University – U. V. Patel College of Engineering,
Ganpat Vidyanagar, Kherva for the academic year July-Dec 2022 as
prescribed in the curriculum.

Date of Submission: / /202

Subject Faculty
Head of the Department
 INDEX
List of Laboratory Experiments
# Experiment Aim Page Start End Sign Grade /
No Date Date Marks
Introduction of SEO and Google search
1 12/7/ 22 12/7/ 22
algorithm
2 Blog Creation and content writing, 19/7/22 19/7/ 22
posting and Google analytics
3 To experiment and learn Keyword 26/7/22 26/7/22
search analysis by Google trends.
4 Develop robots.txt file for your blog. 5/8/22 5/8/22
5 Creation and submiss ion of sitemap for 27/8/22 27/8/22
your blog.
6 Analyzing website performance and 12/11/22 12/11/22
performing on-page optimization
techniques.
7 To perform the keyword researc h and 18/11/22 18/11/22
analysis for your blog or website
8 To study and practice off-page 18/11/22 18/11/22
optimization techniques.

Assignments
1 Assignment-1

Instructions for the students:

1. Students are hereby informed to get print of this file and the practic al reports you
prepared s o far during the s emes ter. K eep this 3 page (title page, c ertific ate and
index) on top and then the c ontent pages of your practicals. Don’t forget to spiral
bind of all this together.

2. Mention page numbers of all the practicals as per your printed reports.

3. Students are advised to write the end date of assignment from the fac ulty s
ignature date of assignment. You can mention any start date.
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Practical-1
Aim: Introduction of SEO and google search algorithms

Task-1: Search,read and understand following terms:

Alt tags Keyword Density Indexing Search query

Anchor text Title Link building SEM

Black Hat SEO Headline Tags Link Juice ranking

White Hat SEO Inbound links Long tail backlink

Keyword Outbound links No-follow SERP

=> Terms of SEO

1. Alt tags

Alt tags provide context to what an image is displaying, informing search

engine crawlers and allowing them to index an image correctly. However, not
only do alt tags help search engine crawlers, not setting alt tags for your
images can have a detrimental effect on the ranking of our web pages.

2. Anchor Text

Anchor text is the clickable text in a hyperlink. SEO best practices dictate
that anchor text be relevant to the page you're linking to, rather than generic
text. The words contained in the anchor text help determine the ranking that
the page will receive by search engines such as Google or Yahoo and Bing.

3. Black Hat SEO

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Black hat SEO is a practice against search engine guidelines, used to get a
site ranking higher in search results. These unethical tactics don't solve for
the searcher and often end in a penalty from search engines. Black hat
techniques include keyword stuffing, cloaking, and using private link
networks.

4. White Hat SEO

White hat SEO is the body of approved search engine optimization tactics
designed to increase a website's position on a search engine results page
(SERP). Search engine results that appear as a result of approved methods,
rather than payment or trickery, are referred to as organic search results.

5. Keyword

SEO keywords (also known as “keywords” or “keyphrases”) are terms

added to online content in order to improve search engine rankings for those
terms. Most keywords are discovered during the keyword research process
and are chosen based on a combination of search volume, competition and
commercial intent.

6. Keyword Density

Keyword density is a foundational aspect of on-page SEO. When used

correctly, it can help attract search engines and boost a page’s visibility on
search engine results pages (SERPs).

7. Title

This is the HTML title tag, which we also call the page title or SEO title.
When you look something up in a search engine, you get a list of results that
appear as snippets. The SEO title is part of the snippet together with, at
least, a URL and a meta description.

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8. Heading Tags

Header tags, also known as heading tags, are used to separate headings and
subheadings on a webpage. They rank in order of importance, from H1 to
H6, with H1s usually being the title. Header tags improve the readability and
SEO of a webpage.

9. Inbound links

Inbound links, also known as backlinks, occur when another website links
back to your site. Google views inbound links as an indicator that your site
has high-quality content, making these links one of the most important
elements in search engine optimization (SEO).

10. Outbound links

An outbound link, also called an external link, is a link from your website to
a different website.

11. Indexing

Indexing is the process by which search engines organize information before

a search to enable super-fast responses to queries. Searching through
individual pages for keywords and topics would be a very slow process for
search engines to identify relevant information.

12. Link Building

Link building is the practice of building one-way hyperlinks (also known as

“backlinks”) to a website with the goal of improving search engine visibility.
Common link building strategies include content marketing, building useful
tools, email outreach, broken link building and public relations.

13. Link Juice

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Link juice is a term in SEO (Search Engine Optimization) that refers to the
amount of authority or value that one backlink passes to the website it
connects with. In the SEO industry, link juice is also called “link equity”.

14. Long tail

Long-tail keywords are longer and more specific keyword phrases that
visitors are more likely to use when they're closer to a point-of-purchase or
when they're using voice search. They're a little bit counter-intuitive, at first,
but they can be hugely valuable if you know how to use them.

15. No-follow

A no follow link is a link that does not count as a point in the page's favor,
does not boost PageRank, and doesn't help a page's placement in the
SERPs. No follow links get no love.

16. Search Query

A search query is a string of text that someone types into a search engine,
using various combinations of keywords, in order to receive a list of results
(called a SERP) with various information that is intended to help provide
them answers.

17. SEM

Search Engine Marketing is a term that encompasses both SEO and PPC.
Some people see SEM and PPC as synonymous with each other. SEM makes
use of advertising techniques such as Google Ads to rank higher and reach
the target audience.
It includes setting up and optimizing paid ads that will help in increasing
conversions and returns on investment. SEM also includes keyword research
that helps in planning a targeted ad campaign.

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18. Ranking

Rankings in SEO refers to a website's position in the search engine results

page. There are various ranking factors that influence whether a website
appears higher on the SERP based on the content relevance to the search
term, or the quality of backlinks pointing to the page.

19. Backlink

Links on websites other than your own that go back to a page on your
website. Backlinks are also called inbound links because they represent
another website's traffic coming to your own site. The quality and quantity of
your backlinks can help you rank higher in search engines such as Google
and Bing.

20. SERP

A SERP is a non-qualified retirement plan offered to executives as a

long term incentive.

Task-2: Study the given algorithms of google and prepare a

detailed analysis report:

1. Panda (2011)
2. Penguin (2012)
3. Hummingbird (2013)
4. Pigeon (2014)
5. Mobilegeddon (2015)
6. Possum (2016)
7. Fred (2017)
8. Bidirectional Encoder representation from transformers (BERT-

2019) Google Algorithms

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1. Panda

What is a Panda?

The stated purpose of the Google Panda algorithm update was to reward
high-quality websites and diminish the presence of low-quality websites in
Google’s organic search engine results. It was also initially known as
"Farmer." According to Google, Panda’s initial rollout over the course of
several months affected up to 12 percent of English language search
results.

Advantages

● Resolving the issue of duplicate content:

● Effective time utilization:
● Enhancing the internet browsing experience:
● Reward Good SEO:

Disadvantages

● Too secretive:
● Discouraging for new comers

Conclusion: By understanding the above mentioned points, we can say that

Google Panda has more advantages than disadvantages. Besides its
disadvantages are not also qualitative enough so we can conclude that
Google Panda is the measuring standard whose objective is to promote
organic and high-quality content. Ultimately saving the interest of genuine
content creators is the main motive of Google Panda.

2. Penguin

What is Penguin?

Google Penguin was a search algorithm update Google introduced in

April 2012. Along with Google Panda, the Penguin update was a major
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intended by Google to fight low-quality content and black hat SEO link
building tactics. Penguin has been refreshed several times since its
introduction, and in 2016 became part of Google’s core algorithm.

Advantages

● Penguin 4.0is now part of Google’s core algorithm.

● Spam links: demotion vs. Devaluation.
● New algorithm update is more granular.
● Penguin algorithm fights negative seo.

Disadvantage

● Local areas that haven’t had much SEO offer

assistance may confront a descending winding as
Google shifts the center to a specialist, which once more
comes from “Backlinks and SEO”.

3. Hummingbird

What is Hummingbird?

Hummingbird is the codename given to a significant algorithm change in

Google Search in 2013. Its name was derived from the speed and accuracy of
the hummingbird. The change was announced on September 26, 2013,
having already been in use for a month. "Hummingbird" places greater
emphasis on natural language queries, considering context and meaning
over individual keywords. It also looks deeper at content on individual pages
of a website, with improved ability to lead users directly to the most
appropriate page rather than just a website's homepage.

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4. Pigeon

What is Pigeon?

Google Pigeon is the code name given to one of Google's local search
algorithm updates. This update was released on July 24, 2014.[2] The update
is aimed to increase the ranking of local listing in a search.

The changes will also affect the search results shown in Google Maps along
with the regular Google search results. As of the initial release date, it was
released in US English and was intended to shortly be released in other
languages and locations. This update provides the results based on the user
location and the listing available in the local directory.

Advantages

● The purpose of Pigeon is to provide preference to local search

results. This is quite useful for the user and local businesses. On
the day of release, it received mixed responses from
webmasters. Some complained about the ranking being
decreased whereas others reported improvement in the search
rankings.[3] As per the webmaster’s understanding, this update
has location and distance as key parts of the search strategy.
The local directory listings are getting preferences in web
results.
● To improve the quality of local searches and provide more
relevant results to the user, Google relies on factors such as
location and distance. This update alters the local listings in
the search results; along with this, the local directory sites are
given preference.

5. Mobilegeddon

What is Mobilegeddon?

Mobilegeddon is a name for Google's search engine algorithm update of

April 21, 2015. The term was coined by Chuck Price in a post written for
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Engine Watch on March 9, 2015. The term was then adopted by webmasters
and web-developers.
The main effect of this update was to give priority to websites that display
well on smartphones and other mobile devices. The change did not affect
searches made from a desktop computer or a laptop.
Advantages

● Based on their data set, software company Search metrics

found that the average loss of rankings for the non-mobile
friendly sites measured was 0.21 positions on average.[9]
Content marketing company BrightEdge has tracked over
20,000 URLs since the update, and is reporting a 21%
decrease in non-mobile-friendly URLs on the first 3 pages
of search results.

6. Possum

What is Possum?

Possum is an update to Google's local search rankings algorithm, and it

decides when businesses will show up in local search results, sometimes
filtering business listings out of search results. This means that some
local businesses might not always appear for the same search.

Advantages

● Businesses that are outside of city limits are seeing huge

jumps in search rankings. It’s easier for small businesses
to compete with REIT’s in local search rankings.

7. Fred

What is
Fred?

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Google Fred is an algorithm update that targets black-hat tactics tied to
aggressive monetization. This includes an overload on ads, low-value
content, and little added user benefits. This does not mean all sites hit by the
Google Fred update are dummy sites created for ad revenue, but (as Barry
Schwartz noted in his observations of Google Fred) the majority of websites
affected were content sites that have a large number of ads and seem to have
been created for the purpose of generating revenue over solving a user’s
problem.

8. Bidirectional Encoder representation from transformers (BERT-2019)

Bidirectional Encoder Representations from Transformers (BERT) is a

transformer-based machine learning technique for natural language
processing (NLP) pre-training developed by Google. BERT was created and
published in 2018 by Jacob Devlin and his colleagues from Google.[1][2] As of
2019, Google has been leveraging BERT to better understand user searches.
[3]

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Practical - 2

Aim: Blog creation and content writing, posting, and

google analytics.

Prepare a report with screenshots of all steps (signing up, the configuration
of the blog, content writing/posting, adding and configuring the google
analytics addon)

Prerequisites: What is a blog? Whether to create a blog or not?

Benefits? Motivation? Visit this link: How to Start a Successful Blog in
2021 | The Minimalists

Task 1: Think and decide on a topic on which you want to create a blog
(individually).
Ans.
I am going to make blogs on ‘ Artificial Intelligence ‘

Task-2: Which platform to decide on? Blogger / WordPress / medium.

Visit this blog to know more about it.
Ans.
I am going to create my blog using Blogger.

Task-3: Content writing guidelines. Know your content-gathering

techniques and resources. Keep creating and posting the contents regularly
in your blog (once a week at least)

Task-4: Add and configure the google analytics add-on to your

blog. Monsterinsights official site
For WordPress:
https://wordpress.org/plugins/google-analytics-for-wordpress/
For blogger: Link

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1. When you open Blogger.com - Create a unique and beautiful blog easily.
you will have this type of screen in front of you. Now, you need one
google account to signup for blogger once you have one google account
you are good to go.

2. Create your first Blog to analyze the SEO search.

3. Post Your First post in the Blog:

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4. Analytics on Your first post:

Viewing this post in last 6 months graph:

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Top Referrens of this Blog by Search Engine and URLs:

Audience use which type of browser to view this blog:

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Which keyword used for search this blog:

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Location where audience viewing this blog:

Blog Link: https://www.blogger.com/blog/posts/8103006921558453465?

hl=en-GB

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Practical-3

Aim: To experiment and learn google trends - keyword

search analysis.
Perform all the tasks by taking a screenshot of each step and
then creating a report of your study.

Explore what the people are searching for.

The google website link is https://trends.google.com/trends/?geo=IN which can

help you to know what people are searching for and how many times they have
searched not only in a particular time but also in countries wise. We can know
what is the trend in the country about lifestyle, food, and games. We also see the
real-time and daily search trends of any country. It identifies which keyword is
mostly used.

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Tasks :

1. Find out what is top-10 most searched terms of today

(daily search trends / real-time search trends/country wise
searches) Ans.
Daily Search Trends :

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Real-time Search Trends :

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Country Wise Searches :

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2. Find out the difference between ‘term’ and ‘topic’ for any
keyword by comparing its results.
Ans.

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The difference is that topics will include all search terms related to them whereas
search terms are specific and results will only show the relative volume of the
term. To put it another way, topics are a collection of search terms.

3. Take any four terms and compare their analysis. (test all
filters provided by google trends)
Ans.

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4. Just check, view, and analyze the year-wise (2020, 2019, and
2018) search results. And provide the answer to the following
question: Can you predict at least 5 terms to be searched over
google in 2022? Ans.
2018 :

2019 :

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2020 :

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Practical -4

Aim: Write a robots.txt file for your blog.

Task-1: Know what is robot.txt file and its content for
any blog/website.
The robots.txt, or robot exclusion protocol, is a set of web standards that controls
how search engine robots crawl every web page, down to the schema markups on
that page. It’s a standard text file that can even prevent web crawlers from
gaining access to your whole website or parts of it.

How does a robots.txt file look?

The syntax is simple: you give bots rules by specifying their user-agent

and directives. The file has the following basic format:

Sitemap: [URL location of

sitemap] User-agent: [bot

identifier] [directive 1]

[directive 2]

[directive …]

User-agent: [another bot

identifier] [directive 1]

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[directive 2]

[directive …]

How to find your robots.txt file

If your website already has a robot.txt file, you can find it by going to this URL:

https://yourdomainname.com/robots.txt in your browser. For example, here’s

our file.

How does a Robots.txt file work?

A robots.txt file is a plain text file that does not contain any HTML markup code

(hence the .txt extension). This file, like all other files on the website, is stored on

the web server. Users are unlikely to visit this page because it’s not linked to any

of your pages, but most web crawler bots search for it before crawling the entire

website.

A robots.txt file can give bots instructions but can’t enforce those instructions. A

good bot, such as a web crawler or a news feed bot, will check the file and follow

the instructions before visiting any domain page. But malicious bots will either

ignore or process the file to find forbidden web pages.

In a situation when a robots.txt file contains conflicting commands, the bot will

use the most specific set of instructions.

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Task-2: Make your own robot.txt file and prepare a report like this.

Step 1: Open Your Blog With All posts visible.

Step 2: View Blog click and open the blog in a new

tab.

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Step 3: write robots.txt after ‘ / ‘ in the URL of the blog.

Step 4: Enter and see by default the robots.txt file of your bolg.

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Step 5: Copy the old content of the robots.txt file and paste into notepad for
making a custom robots.txt file.
Open setting in blog dashboard and on Crawlers and indexing setting
and past new custom robots.txt file and save it.

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Step 6 : Reference robots.txt url and see the custom robots.txt file.

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Practical-5
Aim: Creation and submission of a sitemap for your blog.

Create a sitemap from an online tool. Generate the XML file. Take screenshots of all of your
operations/steps. Then prepare a report.

Step 1 create a blog with a few posts:

Step 2 blog screenshot:

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Step3 create a site map ( from an external site):

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Step 4 submit site map in Webmaster & Report:

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Step 5:
In blogspot.com, We are not allowed to create or update Sitemap.xml.
Blogspot.com by default creates the sitemap on following URL.
https://craftingtechniques.blogspot.com/sitemap.xml
We just need to submit the above URL to the
webmaster.

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Practical - 6
Aim: Analyzing website performance and performing on-
page optimization techniques.

Tasks:

1) GTmetrix:

Create a free account (sign up) at gtmetrix.com

Use the gtmetrix tool for any website like uvpce.ac.in, dcs,gnu.ac.in or
ganpatuniversity.ac.in to test its performance.

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Analyze the result and Generate a pdf report of it.

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Explain each field/parameter of the generated report.

2) Pagespeed insights

Use any URL to test in this tool. Analyze its result for mobile and desktop

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Archana

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3) On-page optimization techniques

Explore, experiment, and test the following on-page optimization

techniques you know for your blog/website. Take an example of each
method to demonstrate.

1. Page title: The page title or post title is nothing but the title which
appears as the first thing on the website or webpage. The title can be
around 60 to 80 characters limit. And also, make sure your post title
always comes with H1 tags. If you cannot update your post title in H1,
ask your developers to do so.
2. Meta description and keywords:

Meta description: is not a direct SEO ranking factor but it helps in

ranking indirectly. It is one of the best places to place our keywords.
Meta description helps increase SERPs' click-through rate (CTR).

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CTR is again one of the ranking factors in SEO. Most of search
engines display the keywords in the description in bold format.

Format:

<meta name=”description” content=”your meta description goes

here”>

Meta Keywords: Meta keywords are the place where we can update
our targeting keywords. 3 to 4 keywords are suggestible. Few experts
do not bother about the usage of meta keywords. Meta keywords are
the least priority in ranking factors in SEO. But my opinion is, every
single thing must matter to us if we really want to beat the
competition.

Format:

<meta name=”keywords” content=”keyword 1, keyword 2, keyword

3″/>

3. Meta tags:

Meta tags are snippets of code that tell search engines important
information about your web page, such as how they should display it
in search results. They also tell web browsers how to display it to
visitors.

4. Headings <h1>...<h6>:

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The ‘H’ in H1, H2 and H3 stands for Heading. Every blog/post can be
given three headings. The first heading or title of the blog is
automatically assigned H1. You can use H2 for the side-headings of
your post. And H3 is for sub-headings, if any, on the post. Make sure
to use all the three types for better credibility.

5. Bold, italics, underlined text:

Bold:

The bold option is useful when you want to highlight the important
words/sentences of your content. Make sure you use this option
wisely because of the words that are made bold catch the viewers’
attention more quickly than the normal words.

Italic

If there are important keywords in your answer that you want the
users to see or if there are catchy sentences that you want them to
check, then you can use the italic option to italicize that particular
word/sentence, thus making it easier for them to locate.

6. Domain name suggestion:

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https://www.blogger.com/blog/posts/8103006921558453465?hl=en-GB

When starting a new website, one of the most important decisions you
have to make is choosing the right domain name. For many years,
SEO strategists have devised many practices to help gain higher
rankings on search engines and domain names is a factor that is
believed to play a part in the SEO game.

7. Canonical tags:

A canonical tag (rel=“canonical”) is a snippet of HTML code that

defines the main version for duplicate, near-duplicate and similar
pages. In other words, if you have the same or similar content
available under different URLs, you can use canonical tags to specify
which version is the main one and thus, should be indexed.

8. Images and alt tags:

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Alt text or SEO alt tags are the words behind the image. In other
words, search engines need to read code in order to understand what
something is. The engine cannot physically see the image, thus alt text
acts as the code, a way for marketers to tell the computer what it is
viewing. This enables the search engine to better rank pages when it
comes to their on-page SEO result.

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Practical-7

Aim: To perform Keyword research and analysis for your blog or website.

Task 1: keyword listing and show competition per keyword with its CPC
using Google AdWords.

Step 1 Open Google AdWords in Browser.

Step 2 After Login in Google Ads view the below homepage:

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Step 3 Keyword Planner Tool Page in Adword:

Step 4 Discover new keywords:

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Step 5 Get search volume and forecasts:

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Task 2: Show the steps to do the same using https://keywordtool.io/

Step 1 Visit Keywordtool.io Website for Keyword research and analysis:

Step 2 Serch keyword in this site:

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Aim: To study and practice off-page optimization techniques.

Perform off-page optimization using the following techniques for

the blog/website you created earlier.
● Document Sharing / Image sharing

Document sharing is another off-Page SEO Technique. By sharing

content related to your brand on different platforms, you'll have the option
to rank for keywords your website wouldn't otherwise capable of
completing for different reasons, like the competition is excessively high.
If you figure out that your piece of content would serve others' advantage
too, upload documents to doc sharing websites such as SlideShare,
Academia, and Scribd.

The document is treated as a conventional piece of content- perform

keyword research and completely optimize them: transcripts, file name,
titles. Put viable call-to-action and links back to your site at whatever
point is significant and possible.

The advantage of posting a document on such a platform are that

PowerPoint and PDF files cannot be crawled by search engines, but these
sites help them make it readable. Besides this, you borrow several link juice
for your site, which is furthermore, great.

Document Sharing:

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Image Sharing:

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● Social bookmark submission/engagements

Social bookmarking sites are one of the best platforms to promote your
website. When you bookmark your webpage or blog post on popular
social bookmarking websites, you gain high traffic to your webpage or
blog.

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● Guest post submission

Guest posting can help you get your business in front of a targeted audience,
deliver targeted traffic, and represent yourself as an expert in your subject.

And in reality, links should be one of many reasons for guest posting; they
should only be an advantage if they occur.

The main goal of guest posting should be to attract a new audience, get in
front of the traffic of a comparable site, and approach the strategy with this
perspective, and you will discover that it's beneficial.

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● Forum Discussion

Participate in search forums which are related to your website and

business and make a connection with that community. Reply to threads,
answer people’s questions and give your suggestions and advice. Make
use of
“Do-Follow” forums. Forum submission an outdated off-page seo
technique, however you can try to get a few links from relevant forums.

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● Backlink creation

Backlinks are one of the major factors in ranking any webpage. In other
words, backlinks give an indication to search engines about the authority of
any webpage or website.

For Example, Two Players of the same potential are going for a selection in
an Indian cricket team. One has a reference of Sachin Tendulkar and the
other one does not have any reference. The answer is obvious: a player who
is referred to by Sachin Tendulkar will be selected.

In the same way, backlinks help your webpage in ranking in search result
pages. Backlinks/ References work as a trust factor and help search
engines to rank any webpage in search results.

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Also Check backlink in this website:

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