UNIT II

SEARCH ENGINE OPTIMISATION

PART – A

1. Define Search engine optimization. (Apr-May 2024)

Search Engine Optimization (SEO) refers to techniques that help your website rank higher in
organic (or “natural”) search results, thus making your website more visible to people who are
looking for your product or service via search engines.

2. State that 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 Google bot, in case of Google).

3. Outline about 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

4. Define 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

5. How to calculate the relevancy of digital marketing.

Relevancy in digital marketing is measured using key metrics such as:
1. Engagement Metrics – Click-through rate (CTR), bounce rate, and time on page
indicate how relevant content is to users.
2. Conversion Metrics – Conversion rate and lead generation rate show how effectively
marketing efforts drive desired actions.

6. Define retrieving results.

The last step in search engine activities is retrieving the best matched results. Basically, it is
nothing more than simply displaying them in the browser
7. List the types of SEO.
On-Page SEO - It includes providing good content, good keywords selection, putting keywords
on correct places, giving appropriate title to every page, etc.
Off-Page SEO - It includes link building, increasing link popularity by submitting open
directories, search engines, link exchange, etc.

8. Which techniques are used in SEO?

• White Hat SEO - Techniques that search engines recommend as part of a good design.
• Black Hat SEO - Techniques that search engines do not approve and attempt to
minimize the effect. These techniques are also known as spamdexing.

9. Which elements make up an SEO strategy? (Nov- Dec 2024)

• Developing Customer Personas for SEO
• Understanding Search Intent and Transactionality
 • Applying the Hub & Spoke Model
• Assigning appropriate Page Types to SEO Keywords
• Creating the Best SEO Content

10. List the types of meta tags.

1. Meta Title: It is the title tag which is also your page title. It appears on the title bar
of the browser window in search engine result pages.
2. Meta Description Tag: It is the summary of the information contained in your page.
It is displayed below the URL of your page when your URL appears on the search
engine result pages in response to the search query made by a user.
3. Meta Keywords tag: This meta tag contains all of your key keywords related to the
content of your page.

11. Which types of display advertising exist?

o Banner ads
o Rich media
o Video ads
o Interstitial ads
12. What is an animations.

Animation is the process of creating the illusion of movement by displaying a series

of images or frames in rapid succession. It can be done using traditional hand-drawn
techniques, computer-generated graphics, or stop-motion methods to bring
characters, objects, and scenes to life.

13. Define infographics.

• Infographics represent a type of display ad that features graphics and text to educate
audiences about a specific topic, idea or offering.
• For instance, a pharmaceutical company's advertising strategies might include
infographics to engage with, educate and build rapport with its customer markets.
14. Difference between PPC and SEM.
Feature PPC (Pay-Per-Click) SEM (Search Engine Marketing)
A paid advertising model where A broader strategy that includes both
Definition advertisers pay for each click on PPC (paid ads) and SEO (organic search
their ad. optimization).
Only includes paid advertising Includes both paid advertising (PPC) and
Scope
campaigns. organic SEO efforts.
Traffic Type Paid traffic only. Both paid and organic traffic.
SEO (part of SEM) is free, but PPC has
Cost Advertisers pay per click on ads.
costs.
Speed of Immediate results once ads are SEO takes time, while PPC gives instant
Results live. results.
Platforms Google Ads, Bing Ads, Google Ads, Bing Ads, SEO techniques
Used Facebook Ads, etc. (on-page & off-page).
 Feature PPC (Pay-Per-Click) SEM (Search Engine Marketing)
Traffic stops when the budget SEO provides long-term traffic; PPC
Sustainability
runs out. stops when the campaign ends.

15. What are the advantages and disadvantages of display advertising?

ADVANTAGES:
o Helps build brand awareness.
o Provides targeting opportunities.
o Enables to track results.
DISADVANTAGES:
o Low conversion rates.
o Lack of reputation management
o Banner blindness.
o Ad blockers.
16. Define lightbox display ads.
• Lightbox display ads are a special display ad Google developed some time ago.
• These display ads are similar to expandable display ads where users on a website
must interact with the ad for it to initiate into full-screen content.
• Unlike traditional expanding ads, though, Lightbox ads can include a combination
of video, audio, text, animations and other elements that boost engagement with
online audiences

17. Outline about pop-up displays.

• Pop-up display ads use a pop-up content feature most commonly on websites to
encourage users to learn about offerings, sign up for services or purchase products
from a business or brand.
• Pop-ups usually appear on a website as a small, square box that motivates users to
take a specific action.
• For example, a brand that provides online services to its customers may use pop-
ups on its website to engage with and encourage potential customers to learn more
about its offerings with an email subscription.

18. What is google shopping?

Google Shopping is a service that allows businesses to display their products

directly in Google search results and Google Shopping platform. It shows product
listings with images, prices, and store names, helping users compare products and
make informed purchasing decisions. Advertisers pay for these listings based on a
Cost-Per-Click (CPC) model.

19. How is search volume and competitor analysis conducted?

It focuses widely on extra keywords competitively and fewer keywords competitively,
particularly for viewers. A person needs a brand to display as keywords competitively
 further draw potential clients. Brandlabz is the best digital marketing company in Kochi
to evaluate search volume and competitiveness for firms to draw potential clients.
20. How does a Search Engine Work?
• Crawling – The search engine uses "bots" or "spiders" to scan and gather information
from webpages across the internet. These bots follow links from page to page to index
new content.
• Indexing – The information collected during crawling is stored in the search engine's
database, called an index. The index is organized by keywords and relevant content to
help the search engine quickly retrieve results.
• Ranking – When a user enters a query, the search engine analyzes the indexed pages
using algorithms. It evaluates various factors such as keywords, page quality, relevance,
backlinks, and user experience to rank the most relevant pages.
• Displaying Results – The search engine then presents the most relevant results, often
in the form of a list of organic listings, ads (like Google Ads), and other specialized
results (e.g., images, videos, news). These results are ranked based on their relevance
and authority in relation to the query.

21. State the advantages of SEM.

• SEM is generally considered to be one of the earliest approaches that digital

marketers take while thinking of spending their budgets online.
• This is not only because of their effectiveness or low upfront cost to begin with, but
also because they are one of the more non-obtrusive forms of marketing when
compared to display advertising or direct marketing.
22. List the SEM components and their types.

• Pay-per-click advertising
• SEO or search engine optimization
• Social media marketing
• Impressive ad copy
• Web analytics
• Build Google Advertisement
23. Define PPC advertising. (Apr-May 2024) (Nov- Dec 2024)
PPC or Pay-Per-Click is a type of internet marketing which involves advertisers paying
a fee each time one of their ads is clicked. Simply, you only pay for advertising if your
ad is actually clicked on. It’s essentially a method of ‘buying’ visits to your site, in
addition to driving website visits organically.
24. Define Display advertising. (Nov-Dec2023)
Display advertising is the process of promoting a product using an online paid ad placed
on relevant social media accounts and third-party platforms. These ads include text,
images, or videos and encourage site visitors to go to a landing page and take a certain
desired action or buy a product
25. What are the types of Ads?
Search Ads – Text-based ads that appear on search engine results pages (SERPs) when
users search for specific keywords. They are usually found at the top or bottom of the page
(e.g., Google Ads).
Display Ads – Visual ads (images, videos, banners) that appear on websites, apps, or
social media platforms. These ads are often shown on the sidebars or as pop-ups.
Social Media Ads – Ads displayed on social media platforms like Facebook, Instagram,
Twitter, LinkedIn, and TikTok. These ads can include text, images, and videos, and are
highly targeted based on user behavior and demographics.
Video Ads – Short video ads shown on platforms like YouTube or embedded within social
media feeds. These can appear before, during, or after content (pre-roll, mid-roll, or post-
roll ads).
Shopping Ads – Product-based ads that show up in search results with product images,
prices, and store information, typically used on platforms like Google Shopping.

26. What is White Hat and Black Hat SEO (Search Engine Optimization)?
(Nov-Dec2023)
White Hat SEO refers to the ethical practices and strategies used to optimize a website for
search engines while following the guidelines set by search engines (like Google).
Black Hat SEO refers to unethical, manipulative techniques used to try to improve a
website’s search engine ranking in ways that violate search engine guidelines
PART – B
1. Explain in Detail about Search engine optimization and Optimization Process.
2. Discuss the key areas which form a part of on-page and off-page optimization and
brief how they impact SEO activities. (Nov- Dec 2023)
3. Explain in detail about SEO Strategy in Search Engine Optimization Process in detail
(Nov- Dec 2024)
4. Discuss in detail about Keyword Strategy in Search Engine Optimization
5. What is the difference between PPC and SEM? Explain how search engine works.
(Nov- Dec 2023)
6. Discuss in detail about SEO Success factor
7. Discuss in detail the factors influencing SEO. (Apr-May 2024)
8. Explain in detail about On-Page Techniques in SEO.
9. Explain in detail about Off-Page Techniques in detail
10. Discuss in detail about Search Engine Marketing
11. Explain the strategies for successful SEM campaigns. (Apr-May 2024)
12. Explain in detail about the SEM components and their types
13. Discuss in Detail about PPC advertising with example
14. Explain in Detail about Display advertising
15. Explain the importance of keyword strategy in search engine optimization, and outline
the steps involved in conducting effective keyword research for optimizing Website
content. Provide examples to illustrate your points. (Nov- Dec 2024)
16. Discuss the key components of search engine marketing (SEM), including SEO, PPC
advertising, and display advertising. Compare and contrast the advantages and
limitations of each component with illustrations. (Nov- Dec 2024)
17. Design a comprehensive SEO and SEM strategy for a newly launched e-commerce
website selling handmade jewellery. Your strategy should cover all essential aspects,
including keyword strategy, on-page and off- page optimization techniques, PPC
advertising, and display advertisement. Outline the key steps and tactics involved in
each component of your strategy, and explain how you will measure the success of your
SEO and SEM efforts. Provide specific examples and illustrations to support your
strategy.