SEO Tutorial
SEO - What is SEO?
SEO stands for Search Engine Optimization. SEO is all about optimizing a website for search engines. SEO is a technique for:
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designing and developing a website to rank well in search engine results.
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improving the volume and quality of traffic to a website from search engines.
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marketing by understanding how search algorithms work, and what human visitors might search.
SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of the techniques that are used to promote sites in search engines, deal with text.
If you plan to do some basic SEO, it is essential that you understand how search engines work.
SEO stands for Search Engine Optimization. SEO is all about optimizing a website for search engines. SEO is a technique for:
- designing and developing a website to rank well in search engine results.
- improving the volume and quality of traffic to a website from search engines.
- marketing by understanding how search algorithms work, and what human visitors might search.
SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of the techniques that are used to promote sites in search engines, deal with text.
If you plan to do some basic SEO, it is essential that you understand how search engines work.
How Search Engine Works?
Search engines perform several activities in order to deliver search results.
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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).
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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.
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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.
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Calculating Relevancy - It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
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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.
Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.
Although the basic principle of operation of all search engines is the same, the minor differences between their relevancy algorithms lead to major changes in results relevancy.
Search engines perform several activities in order to deliver search results.
- 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.
- Calculating Relevancy - It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
- 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.
Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.
Although the basic principle of operation of all search engines is the same, the minor differences between their relevancy algorithms lead to major changes in results relevancy.
What is SEO Copywriting?
SEO Copywriting is the technique of writing viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.
Along with viewable text, SEO copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description, Keywords tags, headings, and alternative text.
The idea behind SEO copywriting is that search engines want genuine content pages and not additional pages often called "doorway pages" that are created for the sole purpose of achieving high rankings.
SEO Copywriting is the technique of writing viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.
Along with viewable text, SEO copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description, Keywords tags, headings, and alternative text.
The idea behind SEO copywriting is that search engines want genuine content pages and not additional pages often called "doorway pages" that are created for the sole purpose of achieving high rankings.
What is Search Engine Rank?
When you search any keyword using a search engine, it displays thousands of results found in its database. A page ranking is measured by the position of web pages displayed in the search engine results. If a search engine is putting your web page on the first position, then your web page rank will be number 1 and it will be assumed as the page with the highest rank.
SEO is the process of designing and developing a website to attain a high rank in search engine results.
When you search any keyword using a search engine, it displays thousands of results found in its database. A page ranking is measured by the position of web pages displayed in the search engine results. If a search engine is putting your web page on the first position, then your web page rank will be number 1 and it will be assumed as the page with the highest rank.
SEO is the process of designing and developing a website to attain a high rank in search engine results.
What is On-Page and Off-page SEO?
Conceptually, there are two ways of optimization:
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On-Page SEO - It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.
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Conceptually, there are two ways of optimization:
- On-Page SEO - It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.
SEO - Relevancy
One of the simplest methods to improve your search engine optimization is to look at the way you name your files. Before writing this tutorial, we did a lot of research on file-names and found that search engines like Google give too much importance to file names. You should think what you want put in your web page and then give a relevant file name to this page.
One of the simplest methods to improve your search engine optimization is to look at the way you name your files. Before writing this tutorial, we did a lot of research on file-names and found that search engines like Google give too much importance to file names. You should think what you want put in your web page and then give a relevant file name to this page.
File Naming Style
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The filename should preferably be short and descriptive.
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It is always good to use same keywords in a filename as well as in page title.
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Do not use filenames such as service.htm or job.htm as they are generic. Use actual service name in your file name such as computer-repairing.htm.
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Do not use more than 3-4 words in file names.
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Separate the keywords with hyphens rather than underscores.
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Try to use 2 keywords if possible.
- The filename should preferably be short and descriptive.
- It is always good to use same keywords in a filename as well as in page title.
- Do not use filenames such as service.htm or job.htm as they are generic. Use actual service name in your file name such as computer-repairing.htm.
- Do not use more than 3-4 words in file names.
- Separate the keywords with hyphens rather than underscores.
- Try to use 2 keywords if possible.
File Name Example
Listed below are some filenames which would be ideal from the users' point of view as well as SEO.
slazenger-brand-balls.html
wimbledon-brand-balls.html
wilson-brand-balls.html
Notice that the keywords are separated by hyphens rather than underscores. Google sees good filenames as follows:
seo-relevant-filename as seo relevant filename(good)
Filenames with underscores are not a good option.
seo_relevant_filename as seorelevantfilename (not good)
Listed below are some filenames which would be ideal from the users' point of view as well as SEO.
slazenger-brand-balls.html wimbledon-brand-balls.html wilson-brand-balls.html
Notice that the keywords are separated by hyphens rather than underscores. Google sees good filenames as follows:
seo-relevant-filename as seo relevant filename(good)
Filenames with underscores are not a good option.
seo_relevant_filename as seorelevantfilename (not good)
File Extension
You should notice that .html, .htm, .php and any other extension do NOTHING for your visitors, and they are simply a means of offloading some of the work of configuring your webserver properly onto your visitor's. In effect, you are asking your site visitors to tell your webserver HOW to produce the page, not which one?
Many Web masters think that it is a good idea to use filename without using extension. It may help you, but not a whole lot.
You should notice that .html, .htm, .php and any other extension do NOTHING for your visitors, and they are simply a means of offloading some of the work of configuring your webserver properly onto your visitor's. In effect, you are asking your site visitors to tell your webserver HOW to produce the page, not which one?
Many Web masters think that it is a good idea to use filename without using extension. It may help you, but not a whole lot.
URL Sub-Directory Name
From Search Engine Optimization point of view, URL sub-directory name hardly matters. You can try giving any keyword in any search, and you will not find any sub-directory name matching with your keywords. But from the user's point of view, you should keep an abbreviated sub-directory name.
From Search Engine Optimization point of view, URL sub-directory name hardly matters. You can try giving any keyword in any search, and you will not find any sub-directory name matching with your keywords. But from the user's point of view, you should keep an abbreviated sub-directory name.
Note
Keep the following points in mind before naming your files:
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Keep the web page filename short, simple, descriptive, and relevant to the page content.
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Try to use a maximum of 3-4 keywords in your filename, and these keywords should appear on your web page title as well.
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Separate all keywords with hyphen rather than with underscore.
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Keep your sub-directories name as short as possible.
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Restrict the file size to less than 101K because Google chops almost everything above that.
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Keep the following points in mind before naming your files:
- Keep the web page filename short, simple, descriptive, and relevant to the page content.
- Try to use a maximum of 3-4 keywords in your filename, and these keywords should appear on your web page title as well.
- Separate all keywords with hyphen rather than with underscore.
- Keep your sub-directories name as short as possible.
- Restrict the file size to less than 101K because Google chops almost everything above that.
SEO - Design & Layout
The website design and layout gives the first impression about your site. There are sites which are too fancy and regular net surfers just reach those sites and come out even without creating a single click.
Search engines are very smart but after all, they are software and not human being, who can read the content of their interest. If you make your site too complicated, then the search engine would not be able to parse the content of your site properly, and finally indexing would not be efficient, which results in a low rank.
The actual page content should have a keyword density of about 10% and should weigh in at about 200 words - but there are as many opinions about this as there are SEO experts. Some say, keyword density should be 5% and some say it should be 20%. You can go with 10% which is good enough.
Here are a few guidelines that you should keep in mind while designing a web page.
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You should have more text content than HTML elements.
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No frames. They are the enemies of search engines, and search engines are enemies of frames.
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No ads if possible. Because most of the ads use Java-Script which is not advised to be used.
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No JavaScript. If you need JavaScript, call it from an external file rather than dumping the code in the HTML file. JavaScript drop-down menus prevent spiders from crawling beyond your homepage. If you use them, be sure to include text links at the bottom of the page.
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Do not put anything in the page topic that does not fit perfectly.
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No unnecessary directories. Keep your files as close to the root as possible.
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No fancy stuff (Flash, Splash, Animated Gifs, Rollovers, etc.) unless absolutely necessary.
The website design and layout gives the first impression about your site. There are sites which are too fancy and regular net surfers just reach those sites and come out even without creating a single click.
Search engines are very smart but after all, they are software and not human being, who can read the content of their interest. If you make your site too complicated, then the search engine would not be able to parse the content of your site properly, and finally indexing would not be efficient, which results in a low rank.
The actual page content should have a keyword density of about 10% and should weigh in at about 200 words - but there are as many opinions about this as there are SEO experts. Some say, keyword density should be 5% and some say it should be 20%. You can go with 10% which is good enough.
Here are a few guidelines that you should keep in mind while designing a web page.
- You should have more text content than HTML elements.
- No frames. They are the enemies of search engines, and search engines are enemies of frames.
- No ads if possible. Because most of the ads use Java-Script which is not advised to be used.
- No JavaScript. If you need JavaScript, call it from an external file rather than dumping the code in the HTML file. JavaScript drop-down menus prevent spiders from crawling beyond your homepage. If you use them, be sure to include text links at the bottom of the page.
- Do not put anything in the page topic that does not fit perfectly.
- No unnecessary directories. Keep your files as close to the root as possible.
- No fancy stuff (Flash, Splash, Animated Gifs, Rollovers, etc.) unless absolutely necessary.
SEO - Optimized Keywords
A keyword is a term that is used to match with the query a person enters into a search engine to find specific information. Most people enter search phrases that consist of two to five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive.
A keyword is a term that is used to match with the query a person enters into a search engine to find specific information. Most people enter search phrases that consist of two to five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive.
Keyword Frequency
This is calculated as how often does a keyword appear in a website title or description. You do not want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you are be penalized for "spamming" or keyword stuffing.
In general though, repeat your keyword in the document as many times as you can get away with, and up to 3-7 times in your list of metatags.
This is calculated as how often does a keyword appear in a website title or description. You do not want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you are be penalized for "spamming" or keyword stuffing.
In general though, repeat your keyword in the document as many times as you can get away with, and up to 3-7 times in your list of metatags.
Keyword Weight
It refers to the number of keywords appearing on your web page compared to the total number of words appearing on that same page. Some search engines consider this while determining the rank of your website for a particular keyword search.
One technique that often works well is to create some smaller pages, generally just a paragraph long that emphasizes a particular keyword. By keeping the overall number of words to a minimum, you can increase the "weight" of the keyword you are emphasizing.
It refers to the number of keywords appearing on your web page compared to the total number of words appearing on that same page. Some search engines consider this while determining the rank of your website for a particular keyword search.
One technique that often works well is to create some smaller pages, generally just a paragraph long that emphasizes a particular keyword. By keeping the overall number of words to a minimum, you can increase the "weight" of the keyword you are emphasizing.
Keyword Proximity
It refers to the placement of keywords on a web page in relation to each other or, in some cases, in relation to other words with a similar meaning as the queried keyword.
For search engines, that grade a keyword match by keyword proximity, the connected phrase home loans will outrank a citation that mentions home mortgage loans assuming that you are searching only for the phrase "home loans".
It refers to the placement of keywords on a web page in relation to each other or, in some cases, in relation to other words with a similar meaning as the queried keyword.
For search engines, that grade a keyword match by keyword proximity, the connected phrase home loans will outrank a citation that mentions home mortgage loans assuming that you are searching only for the phrase "home loans".
Keyword Prominence
It is a measure of how early or high up on a page, the keywords are found. Having keywords in the first heading and in the first paragraph (first 20 words or so) on a page are best.
It is a measure of how early or high up on a page, the keywords are found. Having keywords in the first heading and in the first paragraph (first 20 words or so) on a page are best.
Keyword Placement
Where your keywords are placed on a page is very important. For example, in most engines, placing the keywords in the Title of the page, or in the Heading tags will give it more relevancy. On some engines, placing keywords in the link text, the part that is underlined on the screen in a browser, can add more relevancy to those words.
Where your keywords are placed on a page is very important. For example, in most engines, placing the keywords in the Title of the page, or in the Heading tags will give it more relevancy. On some engines, placing keywords in the link text, the part that is underlined on the screen in a browser, can add more relevancy to those words.
Best Places to Put Keywords
Here is a list of places where you should try to use your main keywords.
- Keywords in the <title> tag(s).
- Keywords in the <meta name="description">.
- Keywords in the <meta name="keyword">.
- Keywords in <h1> or other headline tags.
- Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
- Keywords in the body copy.
- Keywords in alt tags.
- Keywords in <!-- insert comments here> comments tags.
- Keywords in the URL or website address.
Here is a list of places where you should try to use your main keywords.
- Keywords in the <title> tag(s).
- Keywords in the <meta name="description">.
- Keywords in the <meta name="keyword">.
- Keywords in <h1> or other headline tags.
- Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
- Keywords in the body copy.
- Keywords in alt tags.
- Keywords in <!-- insert comments here> comments tags.
- Keywords in the URL or website address.
Finding Keywords
There are many different ways to find keywords for your website. Some good keyword ideas are:
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The potential words, people would use to find your product or service.
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The problems that your prospective customers may try to solve with your product or service.
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Keyword tags on competitor's websites.
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Visible page copy on competitor's websites.
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Related search suggestions on top search engines.
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Using an online tool such as Google Keyword Tool
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By analyzing your website carefully and finding out proper keywords. This task can be done by expert SEO copywriters.
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Pay attention to stemming for your keywords - particularly to what the root word is and what Google considers to be a match for that word, when optimizing pages over time.
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You can do brainstorming to identify correct keywords for your site.
There are many different ways to find keywords for your website. Some good keyword ideas are:
- The potential words, people would use to find your product or service.
- The problems that your prospective customers may try to solve with your product or service.
- Keyword tags on competitor's websites.
- Visible page copy on competitor's websites.
- Related search suggestions on top search engines.
- Using an online tool such as Google Keyword Tool
- By analyzing your website carefully and finding out proper keywords. This task can be done by expert SEO copywriters.
- Pay attention to stemming for your keywords - particularly to what the root word is and what Google considers to be a match for that word, when optimizing pages over time.
- You can do brainstorming to identify correct keywords for your site.
What is Word Stemming?
Google uses a feature called word stemming that allows all forms of the word - singular, plural, verb form as well as similar words to be returned for a given search query.
So if someone types in "house plans", not only the pages that are optimized for that phrase but the pages that contain all variations of that phrase are returned. For example, "house plan", "house planning", "house planner".
Hope you have some understanding on keywords and you also know how to identify them and where to use them. The next chapter explains how to optimize metatags for better results.
Google uses a feature called word stemming that allows all forms of the word - singular, plural, verb form as well as similar words to be returned for a given search query.
So if someone types in "house plans", not only the pages that are optimized for that phrase but the pages that contain all variations of that phrase are returned. For example, "house plan", "house planning", "house planner".
Hope you have some understanding on keywords and you also know how to identify them and where to use them. The next chapter explains how to optimize metatags for better results.
SEO - Optimized Anchor
Use descriptive anchor text for all your text links. Most search engines consider anchor text of incoming links when ranking pages. Here is an example of anchor:
<a href="otherpage.htm" title="Anchor Title">Anchor Text</a>
Listed below are some of the important points to note about anchors:
- The Anchor Title plays a very important role and is seen by most of the search engines. The anchor title should have appropriate keywords. Anchor title helps the site visitors using a balloon, and displaying written text.
- The Anchor Text is another important part, which should be selected very carefully because this text is used not only for search engines but also for navigation purpose. You should try to use the best keywords in your anchor text.
- The otherpage.htm is the link to another webpage. This link could be to an external site. Here, you need to ensure that the linked page does exist; otherwise it is called a broken link, which gives a bad impression to search engines as well as to site visitors.
Another example of an anchor could be as follows:
<a href="otherpage.htm" title="Anchor Title"> <img src="image.gif" alt="keywords" /> </a>
In this case, Anchor Text has been replaced by an image. So, while using an image in place of an anchor text, it should be checked that you have put alt tag properly. An image alt tag should have appropriate keywords.
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