Bespoke Digital Media (I) Pvt. Ltd
414-B Pacific Business Park, Sahibabad
Ghaziabad (UP)
www.bespokedigitalmedia.in
1
INDEX
Content Page No.
What Is SEO?..............................................................................3
How S...
2
XHTML Verification for Web Site……………………………………………………………………………………11
Why HTML/XHTML Verification is required ?................
3
What Is SEO?
SEO is the activity of optimizing Web pages or whole sites in order to make them more
search engine friendl...
4
The idea behind SEO Copywriting is that search engines want genuine content pages and not additional pages
(often called...
5
 Redirecting users to a page that was different from the page the Search Engine ranked.
 Serving one version of a page...
6
much importance to file names. You should think what you are going to put in your web page and then give a
relevant file...
7
 No JavaScript. If you need JavaScript, call it from an external file rather than dumping the code in the HTML file.
Ja...
8
Best Places to Put Keywords:
Here is a list of places where you should try to use your main keywords.
 Keywords in the ...
9
What do the Meta Tags Look Like?
You can add following in the head section of the web page:
<meta name="keywords" conten...
10
 Each page should have a unique title.
 If practical, try to include your Primary Keyword Phrase in every title of ev...
11
Unique, High-Quality Content:
When people visit a Web site for information, they want your unique spin on a topic. How ...
12
What Is W3C Compliance?
The W3C is the World Wide Web Consortium and since 1994 the W3C has provided the guidelines by ...
13
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>http://w...
14
Do not use off-page SEO spamming tactics such as:
 Link farms (sites with 100+ outbound links per page)
 Using irrele...
15
What to look for in a Directory Submission Service?
The SEO folks usually outsource the directory submission part. Be a...
16
website through your submissions. There is no use submitting to hundreds of article directories without getting
your ar...
17
3) Use the search function on the forums to find a topic that interests you. Then get involved in the
conversation. But...
18
Advantages of One Way links
1. One very essential benefit of one way links is that you do not have to worry about linki...
19
"Blog" is an abbreviated version of "weblog," which is a term used to describe web sites that maintain an ongoing
chron...
20
leaving a comment on a blog, you benefit the website owner and other readers, and you can make your opinions
heard with...
21
them.
Social bookmarking is a way for you to store, tag and share links across the internet. You can then access these
...
22
What information does RSS provide?
RSS provides very basic information to do its notification. It is made up of a list ...
23
paying a fee, usually. This form of backlinking is no longer very profitable because of the restrictions placed on the
...
24
trends. The down side is that information is limited to AdCenter, which holds only a five percent share of the
search a...
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Bespoke Digital Media UK Ltd. - SEO Tutorial for Beginner

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Bespoke Digital Media UK Ltd. - SEO Tutorial for Beginner

  1. 1. Bespoke Digital Media (I) Pvt. Ltd 414-B Pacific Business Park, Sahibabad Ghaziabad (UP) www.bespokedigitalmedia.in
  2. 2. 1 INDEX Content Page No. What Is SEO?..............................................................................3 How Search Engine Works?..................................................................................................3 What Is SEO Copywriting?....................................................................................................3 What Is Search Engine Rank?...............................................................................................4 What is on-Page & off-Page SEO?........................................................................................4 SEO Methods……………………………………………………………………………..4 White Hat SEO……………………………………………………………………………………………………………….4 Black Hat or Spamdexing……………………………………………………………………………………………….4 SEO Website Domain……………………………………………………………………………………………………5 SEO Mantra…………………………………………………………………………………………………………………...5 SEO Relevant Filename…………………………………………………………………………………………………5 File Naming Style……………………………………………………………………………………………………………6 File Name Example…………………………………………………………………………………………………………6 File Extension…………………………………………………………………………………………………………………6 URL-Sub Directory Name………………………………………………………………………………………………..6 ON-Page SEO………………………………………………………………………………7 SEO Optimized Keywords…………………………………………………………………………………………….7 Keyword Frequency……………………………………………………………………………………………….………7 Keyword Proximity…………………………………………………………………………………………………………7 Keyword Density……………………………………………………………………………………………………………7 Keyword Prominence…………………………………………………………………………………………………….7 Keyword Placement……………………………………………………………………………………………………….7 What Is Word Stemming ?....................................................................................................8 SEO Optimized Meta tags……………………………………………………………………………………………..8 What to do Mata tags looks like ?.........................................................................................9 Meta Description Tag Tips………………………………………………………………………………………………9 Meta Keywords Tag Tips…………………………………………………………………………………………………9 Robots Meta Tag…………………………………………………………………………………………………………….9 SEO Title Optimization………………………………………………………………………………………………….9 Best Practices for Creating Titles…………………………………………………………………………………….9 SEO Optimized Anchors………………………………………………………………………………………………..10 SEO Content Writing……………………………………………………………………………………………………….10 Unique, High Quality Content………………………………………………………………………………………….11
  3. 3. 2 XHTML Verification for Web Site……………………………………………………………………………………11 Why HTML/XHTML Verification is required ?.........................................................................11 W3C Compliance …………………………………………………………………………………………………..………..12 Sitemap Creation……………………………………………………………………………………………………………..12 OFF-Page SEO……………………………………………………………………………….13 Search Engine Submission……………………………………………………………………………..................14 Directory Submission……………………………………………………………………………………………….……..14 Article Submission………………………….….…………………………………………………………………………….15 Press Release Submission…………………………………………………………………………………………………16 Forum Posting………………………………………………………………………………………………………………….16 Link Building…………………………………………………………………………………………………………………….17 One-Way Link Building……………………………………………………………………………………………………….17 Two-Way/Reciprocal Link…………………………………………………………………………………………………..18 Blogs…………………………………………………………………………………………………………………………………18 Blog Creation………………………………………………………………………………………………………………………19 Blog Submission………………………………………………………………………………………………………………….19 Blog Commenting………………………………………………..……………………………………………………………..19 Posting Free Classifieds……………………………………………………………………………………………………..20 Google map Listing…………………………………………………………………………………………………………….20 Social Bookmarking……………………………………………………………………………………………………………20 RSS Feeds…………………………………………………………………………………………………………………………..21 Back Link Submission………………………………………………………………………………………………………...22 SEO Tools…………………………………………………………………………………………………………………………..23
  4. 4. 3 What Is SEO? SEO is the activity of optimizing Web pages or whole sites in order to make them more search engine friendly, thus getting higher positions in search results. SEO is sometimes also called SEO copyrighting because most of the techniques that are used to promote sites in search engines deal with text.  SEO Stands for Search Engine Optimization.  SEO is all about optimizing a web site for Search Engines.  SEO is the process of designing and developing a web site to rank well in search engine results.  SEO is to improve the volume and quality of traffic to a web site from search engines.  SEO is a subset of search engine marketing.  SEO is the art of ranking in the search engines.  SEO is marketing by understanding how search algorithms work and what human visitors might search. If you plan to do some basic SEO, it is essential that you understand how search engines work and which items are most important in SEO. How Search Engine Works? Search engines perform several activities in order to deliver search results. Crawling - is the process of fetching all the web pages linked to a web site. This task is performed by a software, called a crawler or a spider (or Googlebot, as is the case with Google). Indexing - is the 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 - Since it is likely that more than one pages 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 engines' 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 Copyrighting? SEO Copywriting is the technique of writing the 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. As well as the viewable text, SEO Copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description and Keywords tags, headings and alt text.
  5. 5. 4 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 then 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 Search engine is putting your web page on first position then your web page rank will be number 1 and it will be assumed as with a high rank. SEO is the process of designing and developing a web site to attend a high rank in search engine results. What Is On-Page & Off-Page SEO? Conceptually, there are two ways of doing SEO On-Page SEO- This includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page etc. Off-Page SEO - This includes link building, increasing link popularity by submitting in open directories, search engines, link exchange etc. SEO Methods SEO techniques are classified into two broad categories: 1. Techniques that search engines recommend as part of good design referred to as White Hat SEO. 2. Techniques that search engines do not approve and attempt to minimize the effect of referred to as Black Hat or spamdexing. White Hat SEO: An SEO tactic, technique or method is considered as White Hat if it follows the followings. If it conforms to the search engine's guidelines.  If it does not involves any deception.  It ensures that the content a search engine indexes and subsequently ranks is the same content a user will see.  It ensures that a Web Page content should have been created for the users and not just for the search engines.  It ensures the good quality of the web pages.  It ensures the useful content available on the web pages. Always follow a White Hat SEO tactic and don't try to fool your site visitors. Be honest and definitely you will get something more. Black Hat SEO: An SEO tactic, technique or method is considered as Black Hat or Spamdexing if it follows the followings.  Try to improve rankings that are disapproved of by the search engines and/or involve deception.  Redirecting users from a page that is built for search engines to one that is more human friendly.
  6. 6. 5  Redirecting users to a page that was different from the page the Search Engine ranked.  Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic.  Using Hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as "no frame" sections.  Repeating keywords in the Meta tags, and using keywords that are unrelated to the site's content. This is called Meta tag stuffing.  Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called Keyword stuffing .  Mirror web sites by hosting multiple web sites all with conceptually similar content but using different URLs.  Creating a rogue copy of a popular web site which shows contents similar to the original to a web crawler, but redirects web surfers to unrelated or malicious web sites. This is called Page hijacking. SEO Website Domain When you start thinking of doing a business through internet, first thing which you think about is your web site domain name. Before you choose a domain name you should consider the followings.  Who would be your target audience?  What you intend to sell to them. Is it a tangible item or just text content?  What will make your business idea unique or different than everything else that is already on the market? Many people think it is important to have keywords in a domain. Keywords in the domain name are usually important, but it usually can be done while keeping the domain name short, memorable, and free of hyphens. Using keywords in your domain name give you a strong competitive advantage over your competitors. Having your keywords in your domain name can increase click through rates on search engine listings and paid ads as well as make it easier to Using your keywords in get keyword rich descriptive inbound links. Avoid buying long, and confusing domain names. May people separate the words in their domain names using either dashes or hyphen. In the past the domain name itself was a significant ranking factor but now search engines have advanced it is not very significant factor anymore. Keep two to three words in your domain name it will be more memorable. Some of the most memorable websites do a great job of branding by creating their own word. Few examples are eBay, Yahoo!, Expedia, Slashdot, Fark, Wikipedia, Google... You should be able to say it over the telephone once and the other person should know how to spell it and they should be able to guess about what you sell. SEO Mantra Finally, you should be able to answer yourself for the following questions:  Why do you want to build your website? Why should people buy off your site and not from other site? What makes you different from others?  Who are your target audience and what you intend to sell to them?  List 5 - 10 websites which you thing, they are they amazing. Now think why are they amazing?  Create 5 different domain names. Make at least 1 of them funny. Tell them to a half dozen people and see which ones are the most memorable. You will get more honest feedback if the people do not know you well.  Buy your domain name which is more catchy, memorable and relevant to your business. SEO Relevant Filename 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 I did lot of research on file names and found that search engines like Google give too
  7. 7. 6 much importance to file names. You should think what you are going to put in your web page and then give a relevant file name to this page. Just try giving any keyword in Google search engine and you will find file names highlighted with the keyword you have given. So it simply proves that your file name should have appropriate keyword. File Naming Style  The filename should preferably be short and descriptive. It’s always good to use same keywords in file name as well as in page title.  Don't use file names like service.htm or job.htm but use actual service name in your file name like computer- repairing.htm  Don't use more than 3-4 words in file name and separate them with hyphens rather than underscores. Try to use 2 keywords if possible.  File Name Example Here are some file names which should be preferred from SEO as well as from user point of view.  slazenger-brand-balls.html  wimbledon-brand-balls.html  wilson-brand-balls.html Notice that keywords are separated by hyphens rather than underscores. Google sees file names as follows: seo-relevant-filename as seo relevant filename(good) But Google sees seo_relevant_filename as seorelevantfilename (not good) File Extension It should be noticed that .html, .htm and .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 visitors. In effect you are asking them to tell your webserver HOW to produce the page, not which one? Many Web masters think that it’s 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 try giving any keyword in any search and you will not find any sub-directory name matching with your keywords. But from user point of view you should keep very much abbreviated sub-directory name.  Use web page file name short, simple, descriptive and relevant to page content.  Try to use maximum 3-4 keywords in your file name and these keywords should be appeared in your web page title as well.  Separate all keyword with hyphen rather than with underscore.  Keep your sub directories name as shorter as possible.  Keep the file size fewer than 101K though because Google chops almost everything above that. Here are few guidelines which should be considered 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 uses Java Script which is not advised to be used.
  8. 8. 7  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.  Nothing that does not fit perfectly into the page topic; There should be no doubt in the search engine's mind (or in the user's mind) what your page is about.  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 We are discussing everything in Web context so in web terminology a keyword is a term that a person enters into a search engine to find specific information. Most people enter search phrases that consists of between two and five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive. There are following concepts related to Keywords which helps in optimizing keywords on a web page. Keyword Frequency: This is calculated as how often does a keyword appear in a site's title or description. You don't want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you'll 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 META tags. Keyword Density: This 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 when determining the rank of your Web site for a particular keyword search. One technique that often works well is to create some smaller pages, generally just a paragraph long, which emphasize a particular keyword. By keeping the overall number of words to a minimum, you will increase the "weight" of the keyword you are emphasizing. Keyword Proximity: This 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: 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.
  9. 9. 8 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 contained in the URL or site address, e.g., http://www.keyword.com/keywordkeyword.htm. Finding Keywords: There are many different ways to find keywords for your website. Some good keyword ideas are:  Words people would search for to find your product or service.  Problems your prospective customers may be trying to solve with your product or service.  Keyword tags on competitors websites.  Visible page copy on competitors websites.  Related search suggestions on top search engines.  By using an online tools like: 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.TUTORIALS POINT What is Word Stemming? Google uses word stemming. Word stemming 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 will pages that are optimized for that phrase be returned, but so will pages that contain all variations of that phrase, for example: "house plan", "house planning", "house planer". Hope you have some understanding on keywords and how to identify them and where to use them. Next chapter will explain you how to optimize Meta tags for better results. SEO Optimized Meta tags There are two important Meta Tags and they are the meta description and meta keyword tags. Some search engines may display the meta description as part of the search results, but the meta keywords tags should not appear in search results. The general consensus among SEO experts is that meta tags are dead. Even so, many of these same experts continue to use meta tags in their own sites. For Google adding the Description Meta Tag won't result in a boost in the Search Engine Results Pages (SERPs), but the description might be used for the description for your SERP listings in Google. Yahoo says they use the Keyword Meta Tag when it ranks a page. So it makes sense to add one for Yahoo and any other minor search engines that still use.
  10. 10. 9 What do the Meta Tags Look Like? You can add following in the head section of the web page: <meta name="keywords" content="KEYWORD1 KEYWORD2 KEYPHRASE1 etc. about 30 to 40 unique words"> <meta name="description" content="An accurate, keyword-rich description about 150 characters"> Meta Description Tag Tips: There are few important tips for good meta description tags:  Use keywords in your meta description tag.  Try not to repeat the words overly often, but try to use multiple syntaxes of your key words.  There should not be more than 150 characters in a description meta tag of a single web page.  Use a different meta description tag for each page, as each page is different and stands a better chance of being found if you place a good title and description on it. Meta Keywords Tag Tips: There are few important tips for good meta keywords tags. Please refer to previous chapter on identifying good keyword.  Use synonyms  Use unique keywords  No need to repeat any given phrase.  You can repeat any word an unlimited amount of time as long as each time it is part of a different phrase. Robots Meta Tag: The important Meta Tag that you may need sometime is the Robots Meta Tag which looks like this: meta name="robots" content="noindex,nofollow"> Using above meta tag you can tell to a spider or robot that you do not want some of your pages indexed or that you do not want your links followed. SEO Title Optimization Hope you understand the meaning of HTML TITLE tag which is put inside head tag. The page title (not to be confused with the heading for a page) is what is displayed in the title bar of your browser window, and is also what is displayed when you bookmark a page or add it to your browser Favorites. This is the one place on a web page where your keywords MUST be present. Correct use of keywords in the title of every page of your website is extremely important to Google -particularly for the home page. If you do nothing else to optimize your site, remember to do this! The title shouldn't consist of much more than about 9 words or 60 characters, with your keywords used at the very beginning of the title. Since Google is looking for relevant keywords in the title, this means you should NOT include your company name in the title unless your company name is very well known.Improper or nonexistent use of titles in web pages will keep more websites out of top rankings on Google than any other factor except perhaps for a lack of relevant content on a page or a lack of quality links from other websites that point to your site. Best Practices for Creating Titles: Here are some best practices you should follow for creating titles on pages:
  11. 11. 10  Each page should have a unique title.  If practical, try to include your Primary Keyword Phrase in every title of every page.  Begin the title of your home page with your Primary Keyword Phrase, followed by your best Secondary Keyword Phrases.  Use more specific variations to your Primary Keyword Phrase on your specific product, service, or content pages.  If you must include your company name, put it at the end of the title.  Use the best form, plural or singular, for your keywords based on what WordTracker says is searched on more often.  Don't overdo it - don't repeat your keywords more than 2 - 3 times in the title  Make sure the <title> tag is the first element in the <head> section of your page - this makes it easier to find by Google. SEO Optimized Anchors 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> Here are following important points to notice about anchors:  The Anchor Title plays a very important roles and will be seen by most of the search engines. So your anchor title should have appropriate keywords. Anchor title will help 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 will be used not only of search engines but also for the navigation purpose. You should try to use best keywords in your anchor text.  The otherpage.htm is the link to another web page. This link could be to external site. But here care should be taken that this web page should exist otherwise it will be called a broken link and broken links give very bad impression to Search Engines as we as to site vistors. Another example of 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 anchor text it should be checked that you have put alt tag properly. An image alt tag should have appropriate keywords. SEO Content Writing Content is basically includes what you see on the site: the text, graphics and even links to outside world. I would condemn using excessive graphics because they are not Search Engine Friendly plus users feel irritation when they get downloaded specially over a slow network. Thousands of articles, books and forum entries detail how to make your site search engine friendly, but ultimately, one rule stands above the rest: Content is king. But I will say this rule is past now and I would like to say Unique, high-quality, unduplicated content is the king. Superior the quality of your content, the higher the ranking you achieve, larger the traffic you gain and greater the popularity of your website. Search engines prefer good quality sites in their index and search results. A relevant, fresh, and timely content is crucial to attracting and keeping visitors to your web pages. It will help you both draw traffic from search engines and create audience loyalty.
  12. 12. 11 Unique, High-Quality Content: When people visit a Web site for information, they want your unique spin on a topic. How is your material or content unique? Is that uniqueness obvious and easy to find and to understand? Visitors want unique, high-quality site content. Its not only your home page content but also all the linked pages should have useful and easy to understand content. Now a days search engines have become very smart and they are able to understand complete grammar and complete phrase. So while raking a page against other then it matters how rich content is available on a page. Sites with duplicated, syndicated or free content, who get given red flags by the Search Engines. SEO Content Writing : SEO Content Writing (also referred as SEO Copy Writing) involves the process of integrating keywords and informative phrases which make up the actual content of your website. While writing your web page content following tips may help you in keeping it better than others.  The content should be directed for the specified target audience.  Keyword density is strictly adhered as per search engine guidelines.  Titles should always be eye-catchers, compelling your visitors to read on and want what you have to offer in your website.  Don't use confusing and complex language. Use small statements to make your content more understandable.  Keep your web pages short and don't put all the content on a single page.  Divide your web page content also into short paragraphs. Other advantages of having great content: It’s not only SEO you have to think about, but also many factors will make your site popular.  If your site is having something really unique then people would like to suggest it to their friends.  Other webmasters would like to create a link of your site on thier sites  Your site visitors will start trusting on your site and they will look forward for the next content and will keep coming again and again.  Assuming you have been listed out by any Search Engine but net surfer will click only that page whose content snippet would look more unique and interesting. Creating, editing, and promoting unique high-quality content is difficult and time consuming. But in the end Golden rule of SEO is that Content is the King. It’s not just because of a Search Engine but it’s for your site visitors. A page that is read by people is better than a page that is read by bots. So write your content after going a serious thought. Keep your title, keywords, link text, meta tags up-to-date and unique and interesting. I am sure you will win. XHTML Verification for Web Site You design and develop a web site but how would you know if you have put all the HTML syntax in correct way. Almost all browser don't complain against your wrong syntax but wrong is wrong. There are many SEO experts who claim that SEO is not dependent on site HTML/XHTML verification. But I will tell you various reasons why your site should be W3C Compliance. Why HTML/XHTML Verification is Required? There are various reasons to verify your web page before hosting it over the internet.  Any web page quality depends on how well you have written your web page. It should be syntactically correct and should pass all the Quality Gates.  When any Search Engine does indexing for your web page content it might get confused if your HTML tags are not written properly and much of the web page content might not be indexed properly.  There might be many HTML tags which you are using in your web page but then have been depreciated and many of the search engines also don't support them.  Consistency, HTML Code Beauty, Process Compliance are always appreciated by good Webmasters.
  13. 13. 12 What Is W3C Compliance? The W3C is the World Wide Web Consortium and since 1994 the W3C has provided the guidelines by which websites and web pages should be structured and created. Here are the links to validate your web pages:  Validate HTML/XHTML File against W3C Standard HTML/XHTML Validator.  Validate CSS File against W3C Standard CSS Validator. While doing verification you will get errors along with appropriate reasons. All the validations will be done using XHTML DTD which is a refined version of HTML. Rules for W3C Compliance: There are following rules which you should keep in your mind while writing your web pages.  Use the XHTML declaration statements to start every XHTML page: <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "DTD/xhtml1-strict.dtd">  Every tag must be closed.  The head and body tags are now mandatory.  Empty tags get a terminating slash. An empty tag is a tag that doesn't require an end tag. Examples include <br> and <hr>. <BR> is now <br />. <HR> is now <hr />. <IMG SRC="--"> is now <img src="--" />  All tags must be lower case. This does not apply to attributes, only tags. For example, both of these formats are acceptable under the XHTML DTD: <FONT color="#ffffcc"> is invalid <font color="#ffffcc"> is valid <font color="#FFFFCC"> is also valid  All the attribute values should be put with-in double quote.  Tags may not nested <b><i>Text</b></i> This is invalid <b><i>Text</i></b> This is valid  The <pre> tag should not contain: img, object, big, small, sub, or sup.  One <form> tag can not be inside another <form> tag.  If your code contains a &, it must be written as &amp;.  Any use of CSS should use all lower case lettering. Site Map Creation: A site map (or sitemap) is a list of pages of a web site accessible to crawlers or users. It can be either a document in any form used as a planning tool for Web Design, or a Web Page that lists the pages on a Website, typically organized in hierarchical fashion. There are two popular versions of a site map. An XML Sitemap is a structured format that a user doesn't need to see, but it tells the search engine about the pages in your site, their relative importance to each other, and how often they are updated. HTML sitemaps are designed for the user to help them find content on the page, and don't need to include each and every subpage. This helps visitors and Search Engine Bots find pages on the site. While some developers argue that site index is a more appropriately used term to relay page function, web visitors are used to seeing each term and generally associate both as one and the same. However, a site index is often used to mean an A-Z index that provides access to particular content, while a site map provides a general top- down view of the overall site contents. XML sitemap example:
  14. 14. 13 <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/?id=who</loc> <lastmod>2009-09-22</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> <url> <loc>http://www.example.com/?id=what</loc> <lastmod>2009-09-22</lastmod> <changefreq>monthly</changefreq> <priority>0.5</priority> </url> <url> <loc>http://www.example.com/?id=how</loc> <lastmod>2009-09-22</lastmod> <changefreq>monthly</changefreq> <priority>0.5</priority> </url> </urlset> OFF-Page SEO Off-page SEO is the process of optimizing your web pages outside your website by getting links back to it as the only thing you can do outside your website is to build links back to it. These back links act as a vote to the content of your blog. The more and better votes (links) you can get to your webpage the better it will rank in search results. Off-page optimization (off-page SEO) is what can be done off the pages of a website to maximize its performance in the search engines for target keywords related to the on-page content and keywords in off-page direct-links Off-Page SEO Checklist :  Always start with keyword research, testing and selection  Use Keywords in link anchor text  Obtain links from high ranking publisher sites  One-way inbound links (not link exchange or reciprocal links)  Different keywords in your link-ads from the same site  Gradual link building technology (no growth spikes)  Use relevant keywords near your inbound link (contextual relevance)  Deep linking (from multiple pages to multiple pages)  Target a large list of keywords (5-500+)  Link from sites with a variety of LinkRanks  Track all active keywords and refine strategy as required  Discontinue campaigns if ranking does not improve  Expect results in 1-2 months (Bing) 1-9 months (Google, Yahoo) Avoid common off-page SEO mistakes:  Duplicate keywords in link adverts  Site-wide links causing link growth spikes  Using on-page SEOs to do the work of specialist off-page SEO's  Placing random links without keywords near your link adverts
  15. 15. 14 Do not use off-page SEO spamming tactics such as:  Link farms (sites with 100+ outbound links per page)  Using irrelevant keywords in your link-ads  Garbage links  Link churning  Hidden inbound links Search Engine Submission Search engine submission is how a webmaster submits a website directly to a search engine. While Search Engine Submission is often seen as a way to promote a website, it generally is not necessary because the major search engines like Google, Yahoo, and Bing use crawlers, bots, and spiders that eventually would find most web sites on the Internet all by themselves. There are two basic reasons to submit a web site or web page to a search engine. The first reason would be to add an entirely new web site because the site operators would rather not wait for a search engine to discover them. The second reason is to have a web page or web site updated in the respective search engine. How web sites are submitted ? There are two basic methods still in use today that would allow a webmaster to submit their site to a search engine. They can either submit just one web page at a time, or they can submit their entire site at one time with a sitemap. However, all that a webmaster really needs to do is to submit just the home page of a web site. With just the home page, most search engines are able to crawl a site, provided that it is well designed. Directory Submission A submission of a web site, its address, and description to a directory that allows submission by site owners. Directory submission refers to the process of adding your website to a web directory. The directory submission process involves submitting your website URL along with other details of your website to the most appropriate category. In the SEO world, directory submission is the basic step taken by marketers to improve link popularity of a website. This can be done by the webmaster himself or he can outsource it to somebody who is good at this. The charges for doing directory submission for a website URL mainly depends on the number of directories. Some of the directories can be paid and some others can be free. Based on these calculations the internet marketing guys will charge you. Impact of Directory Submission on Search Engine Rankings Having many links to your website on the web is like sign boards on the road. The more the links means more are the chances that the search bot or humans will stumble upon your site. Links to your website on the web serves as the traveling path to your website. Directory submission is a way to create such links to make your presence felt throughout the web. Submitting links to directories serve as the directions for the search engine spiders. The more frequently they see a link the more the chances of getting to your site. The more the number of times a search engine visits your site from external references the more the ranking they will give, considering your website is very important. You can also target specific keywords or key phrases using directory submissions. Use the important keywords/key phrases as titles for your directory submissions.
  16. 16. 15 What to look for in a Directory Submission Service? The SEO folks usually outsource the directory submission part. Be a SEO specialist or a webmaster you need to be sure of the quality of directory submission service. Submission Timings – The directory submission shouldn’t happen in a single day; unless it is for an established website. For newer sites that are less than one year old, it is recommended to submit slowly. A good directory submission service should provide you an option to submit slowly for best results. SEO Friendliness – Do make sure that the directories to which your sites are submitted are SEO friendly ones. The listed directories have to be working and should not have any broken links. The better it will be if they are old and have good rankings. Quality vs. Quantity- Right now the web is flooded with directories that have never approved a single listing in years. Make sure you submission service is providing a tracking service so that you can see how many of the submitted listings are actually getting approved. A good submission service does not submit to thousands of directories, as they know only few of directories on the web are actually approving. If a company is claiming large number of approvals, they you can be sure that the directories used are their own network of directories; created just for the submission service. Manual vs. Automated – Directory submission should be a manual process. You should not go for automated submissions, as they will simply submit your websites to their own network of poor directories. More than that, it may even harm you as adding to bad neighborhoods could do the worst to you website. Directory Submission isn’t an easy piece of cake. Many hours of labor and proper planning has to be there for the desired results. So always go for the well-reputed folks than beginners or you will lose even what you have now. Article Submission Are you wondering what is article submission and how it can help your website? Article submission is one of the most popular and one of the oldest link building methods known to the SEO industry. Everyday thousands of articles are being submitted to these article directories by webmasters and SEO professionals to boost the back links of the website under question. If you have a website and if you do not know what is article submission, then it is high time that you learn about this link building strategy and use it to boost your website’s ranking in the search engines. Now that search engines give great importance to back links, many link building strategies have come into the industry. Article submission allows the users to submit their articles to the article directories and have live links in the author resource box. Here article directories get free content for their website and webmasters get their free back links. When finding one way back links became highly challenging, article submissions came as a great blessing to the webmasters. They did not mind writing articles rather than sending hundreds of mails to get just one of two links. It is very important that we get good quality back links for our website. All the web masters worked on this premise and article submission was used as one of the major link building strategies. There are hundreds thousands of articles to the name of certain webmasters in the article directories. To get your links from article submissions, you will have to first compile a complete list of article directories and start signing up for your free account. After you sign up for your free account, can submit your articles. The articles that you submit will have a title, article body, summary in some cases and author resource text. In the author resource text, you will be able to add your website’s link. It is from the author resource box you will get your back links. Each article submission site will have its own submission guidelines. You will have to make sure that your submissions comply with the article directory submission guidelines. Only when the guidelines are followed, article directories will approve your articles. Without this approval, your articles will not be accessible by the other users or by the search engines. So you will have to follow the guidelines closely so that you get your back links for your
  17. 17. 16 website through your submissions. There is no use submitting to hundreds of article directories without getting your articles approved. Press Release Submission A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product. A well-written press release should contain embedded links to key web pages on your site. Then, when it is distributed through a press release distribution service and is syndicated and posted on numerous third-party websites and blogs, you automatically have a powerful set of links (with chosen anchor text) back to your site. This means those links serve as a link signal for the major search engines and elevate your search visibility for your website. Here are some tips for ensuring you optimize your next press release: Make sure your press release is newsworthy The first step you’ll want to take before you sit down to write your release is to make sure you aren’t just writing a marketing pitch. A press release should let people know about something new that’s happening, whether that’s internal company development, or a larger trend/story that your news/company fits into. Clearly define your goals and target audience Think long and hard about exactly which types of publications you are hoping to target with this release, and then write the release with those publications in mind. Really think about who your ideal audience would be, what story hook would appeal to them and how you might be able to interest them in your story. Structure your release like a news story – and focus on getting your keywords in first two paragraphs Structure your release like a news story. If you studied journalism, you are familiar with the infamous inverted pyramid theory. Stick to that structure. The more the release is written like an existing news piece you might see in the press, the better chances you’ll have of getting it picked up. News that is sent out or released by the company making the news. If it's an earnings press release, the release will discuss the company's financial results for the recently completed quarter and may provide comments from management. Press releases often list valuable contact information that can assist investors in their research, such as the company's web address, and contact and address information. Forum Posting Forum posting is an important effective SEO Link Building Method to getting quality traffic and quality back links to your website. Learn here about forum posting basics, advices and guidelines. What is Forum Posting? Forums is a place to discuss about all, it’s nothing but conversation. Many people will participate & interactive here with there knowledge, doubts and suggestions. Who have expertise and who have good amount of knowledge will discuss about Question & Answers, about doubts, services, products, suggestions, advices, feedbacks and more… Advices and Suggestions for Forums Posting in SEO: 1) When you go to forums you need to put your links inside of your signature. You need to write comments on relevant posts, through signature you will receive a back link for each comment. It would helps for search engine ranking and increase website traffic to your website. You have to promote your website through signature only. 2) Before you start participating in forums please go through the forum guidelines, terms and conditions. Some of forums like digitalpoint will not allow you to create a signature until you have made a minimum of 10 posts. Even then you still need another 15 posts before you can start your own thread.
  18. 18. 17 3) Use the search function on the forums to find a topic that interests you. Then get involved in the conversation. But before you waste your time on a forum or anywhere you want to leave a backlink, make sure they are dofollow sites. Link Building The process of establishing relevant, inbound links to your website which help your website achieve higher ranking with the major search engines and drive targeted traffic to your site. The search engines are far more sophisticated than they once were and are engineered to sniff out these and other ‘black hat’ SEO practices. If the search engine crawlers determine that a site has employed unethical link building practices to achieve a higher ranking, they will penalize your site severely and irrevocably bury your site making it almost impossible to find through the search engines. Only permanent, relevant links from established sites that engage in ethical link building practices will help your site achieve better rankings with the major search engines and drive targeted traffic to your site. Link building is a key facet of any successful Internet marketing strategy because if your site features relevant, factual information that is written well, the administrators of other websites will want to link to your site because it offers their readers something of interest and value. There are no shortcuts in a successful link building campaign and even when it is done properly, you should not expect to reap the benefits of link building overnight. Patience and persistence are the keys because it can take time to build links from credible sources. While link building is a key element of an Internet marketing strategy , link building alone will not help your site achieve its natural ranking with the search engines. Only if link building is incorporated in a comprehensive search engine optimization approach will your site gain the full benefits from links from other sites and achieve its potential. One-Way Link Building A "one-way text link" means that a Web site links to your Web site but you don’t link back to that Web site. One- way links, also known as non-reciprocal links, are much more difficult to obtain than traditional reciprocal links. In the eyes of search engines, one-way text links have a more natural flow and appear less self-serving. As a result, they are very valuable to your business because the more one-way links you have, the better your chances of an improved search engine ranking, page rank and link popularity. The link building process is not very easy these days, because many website creators are involved in it and the self- serving reciprocal linking programs can even get penalized. One Way link building is very beneficial for increasing the popularity of your website. Getting one way links is even more difficult than the usual reciprocal links. But after getting One Way Links you can be fully assured of securing a long term top ten position in search tool's ranking result. Many search engines have a database through which they can evaluate and rank the web pages. During the popularity search, links are often seen as an added benefit to the quality of the webpage. Google, Yahoo and many others have a toolbar which shows the ranking of your page, so through them you can very well see your present position. While securing one way links you do not have to worry about the type of link, the most important thing that you need to keep in mind is to acquire as many links as possible which points to your site. These one way links should come from sites which have the same matter or subject related with your own website.
  19. 19. 18 Advantages of One Way links 1. One very essential benefit of one way links is that you do not have to worry about linking to the sites which have a low quality. If your site's link would also point back to such sites, it might even result your site to land to a very low page ranking. 2. Another important merit of One Way links in that such kind of links usually tend to stay in the same position for a long time. A website that has a one way link featuring to your site does this because the owner thinks that the visitors to their site can also benefit from the text on your site. 3. Sites which have reciprocal links tend to drop links when they see that the links are no more required by them. Ways through which you can get One Way Links Some ways through which you can get links from other websites are directory links, blog creation, business association, newsletters, original articles, e-books and white pages. Two Way/Reciprocal Link : A reciprocal link is an agreement between two webmasters to provide ahyperlink within their own website to each other's web site. Generally this is done to provide readers with quick access to related sites, or to show a partnership between two sites. Reciprocal links can also help to increasetraffic to your web site in two ways. First you will probably have some viewers visit your site from clicking the reciprocal link directly. Secondly, most Internet search also take into account the number of web sites which contain links to your web site; the more hyperlinks to your site found, the higher up in the search engine rankings (depending on the search term) you'll find your site. Reciprocal linking, or link-swapping, is the creation of a link from your site to another in exchange for a link back from that site to yours. Blogs
  20. 20. 19 "Blog" is an abbreviated version of "weblog," which is a term used to describe web sites that maintain an ongoing chronicle of information. A blog features diary-type commentary and links to articles on other Web sites, usually presented as a list of entries in reverse chronological order. Blogs range from the personal to the political, and can focus on one narrow subject or a whole range of subjects. Many blogs focus on a particular topic, such as web design, home staging, sports, or mobile technology. Some are more eclectic, presenting links to all types of other sites. And others are more like personal journals, presenting the author's daily life and thoughts. Blog Submission The easiest definition regarding blog submission services is that it should be done in such a way through which people are able to accumulate various web pages backlinks thereby helping one's website do well in a search engine. Even though a number of Customers don't realize it metadata elements are not organizable and useful as compared to blog submissions. On the whole, people resolve to different types of key phrases to add metadata content to make sure that their website can do well in a searched engine. By making use of such types of blog submission services, you can be sure that your entire web site will do very well in a search engine. There are various common portals that are available so as to make sure that your site can do well on a search engine. In simple terms, by making use of any type of blog submission services, your site can not only have all the needed backlinks on it, but can also be spread to the masses. Such blog submission services on the internet are being targeted by a large variety of groups as such services are much faster at acquiring different backlinks. One very important point that you have to bear in mind is that you should never make use of any types of automatic blog submission services as these can result in your site doing much worst in a search engine. Remember that the various algorithms of Google are quite smart and can easily find out whether your site is functioning extremely well in a search engine. In such a situation, there would be increased checks about your site backlinks. If you do decide to go ahead and choose any type of SEO hosting service, you can be sure that they would provide you with blog submission services such as blog commenting as such services are very beneficial in making sure that you are getting all the needed additional links for your site. Another thing that you have to remember is that with such types of blog commenting, there is the increased possibility of there being readers of the blog that click on your site. Blog Commenting Many blogs allow a space at the end of each post for a blog reader to leave a comment. The blog commenting field typically asks for the name of the commenter, their email address, and their website. The blog commenting space is important because it adds an interactive element to the blog. Readers can share their thoughts on the topic and start a discussion with the blogger. Blog comments are what create a sense of community among loyal blog readers. Blog commenting is a popular online marketing strategy. By leaving thoughtful comments on a blog post, an individual or a business is able to gain exposure among that blog’s audience. Blog comments can establish an individual or a business as a thought leader in a particular industry which may lead to new business opportunities. Blog commenting is also a link building tactic, since the comment links back to the page that was submitted in the “Website” field. Blog commenting should not be done only for link building, but it is an added benefit. To get the most out of blog commenting, it’s important to spend time researching high quality blogs in your niche and visit them on a regular basis. One of the benefits of blogs as compared to other types of content-based websites is that blogs have the ability to become a two-way discourse between the author and reader. Comment systems help to accomplish this. By
  21. 21. 20 leaving a comment on a blog, you benefit the website owner and other readers, and you can make your opinions heard without setting up a website of your own. Posting Free Classifieds Classified advertising is a form of advertising which is particularly common in newspaper, online and other periodicals which may be sold or distributed free of charge. Advertisements in a newspaper are typically short, as they are charged for by the line, and one newspaper column wide. The classified ads which are the most inexpensive type of advertising can help you sell your products such as property, automobile, antique collection, used vacuum, or anything you choose. Nevertheless, writing a classified ad that actually sells your product is a special art. Read on to learn how to write classified ads that sell. A sale is completed through four different stages - awareness, interest, desire and action. Some marketers boil this down to a single word formula called AIDA formula Awareness - awareness that you have something to sell that the prospective customer may be benefited. Interest - the prospective customer gets interested in your product. Desire - the prospective customer feels like buying your product. Action - actually ordering the product and writing the check. The third and fourth steps really are not in your control, but doing the first two steps - awareness and interest - correct can motivate the customer buy from you. Thus with the little number of words, you have to create awareness and interest in the minds of your customers, on your product. If your classified ad creates awareness and interest in the minds of your customers and he or she rings you up, your ad is a success. Google Map Listing Google Maps is a web mapping service application and technology provided by Google, that powers many map- based services, including the Google Maps website, Google Ride Finder, Google Transit, and maps embedded on third-party websites via the Google Maps API. It offers street maps, a route planner for traveling by foot, car, bike (beta), or with public transportation and a locator for urban businesses in numerous countries around the world. Google Maps satellite images are not updated in real time, but rather they are several months or years old. Google Maps uses a close variant of the Mercator projection, so it cannot show areas around the poles. A related product is Google Earth, a stand-alone program which offers more globe-viewing features, including showing polar areas.  Google Maps for Mobile offers a location service for motorists that utilizes the Global Positioning System location of the mobile device (if available) along with data from wireless and cellular networks.  Google Street View enables users to view and navigate through horizontal and vertical panoramic street level images of various cities around the world.  Supplemental services offer images of the moon, Mars, and the heavens for hobby astronomers. Social Bookmarking Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference
  22. 22. 21 them. Social bookmarking is a way for you to store, tag and share links across the internet. You can then access these links from any computer anywhere anytime. Social bookmarking is a user-defined taxonomy system for bookmarks. Such a taxonomy is sometimes called a folksonomy and the bookmarks are referred to as tags. Unlike storing bookmarks in a folder on your computer, tagged pages are stored on the Web and can be accessed from any computer. Technorati, a blogging site, describes the system as "The real-time Web, organized by you." Web sites dedicated to social bookmarking, such as Flickr and del.icio.us, provide users with a place to store, categorize, annotate and share favorite Web pages and files. Here's how you might use del.icio.us: Once you've registered, you can install buttons to your toolbar . If you visit a Web page that you want to save, you click a "tag" button. A window pops up with the URL and page name and optional fields for you to add notes and tags. Tags are single-word descriptors -- this is how social bookmark systems categorize content so that you and other users can find it. Another button takes you directly to a page with your saved bookmarks and associated tags. If you click on one of the tags you created, you'll be taken to a page listing your saved pages associated with that tag. You can also view all users' content associated with that tag or the most popular examples. The site inbox feature lets you subscribe to content saved with a specific tag or content saved by a specific user or a combination of the two. When you click a tag or search for a term on del.icio.us, the results include information about how many members have saved each item and any tags that they included for it. RSS Feeds RSS stands for "Really Simple Syndication". It is a way to easily distribute a list of headlines, update notices, and sometimes content to a wide number of people. It is used by computer programs that organize those headlines and notices for easy reading. What problem does RSS solve? Most people are interested in many websites whose content changes on an unpredictable schedule. Examples of such websites are news sites, community and religious organization information pages, product information pages, medical websites, and weblogs. Repeatedly checking each website to see if there is any new content can be very tedious. Email notification of changes was an early solution to this problem. Unfortunately, when you receive email notifications from multiple websites they are usually disorganized and can get overwhelming, and are often mistaken for spam. RSS is a better way to be notified of new and changed content. Notifications of changes to multiple websites are handled easily, and the results are presented to you well organized and distinct from email. How does RSS work? RSS works by having the website author maintain a list of notifications on their website in a standard way. This list of notifications is called an "RSS Feed". People who are interested in finding out the latest headlines or changes can check this list. Special computer programs called "RSS aggregators" have been developed that automatically access the RSS feeds of websites you care about on your behalf and organize the results for you. (RSS feeds and aggregators are also sometimes called "RSS Channels" and "RSS Readers".) Producing an RSS feed is very simple and hundreds of thousands of websites now provide this feature, including major news organizations like the New York Times, the BBC, and Reuters, as well as many weblogs.
  23. 23. 22 What information does RSS provide? RSS provides very basic information to do its notification. It is made up of a list of items presented in order from newest to oldest. Each item usually consists of a simple title describing the item along with a more complete description and a link to a web page with the actual information being described. Sometimes this description is the full information you want to read (such as the content of a weblog post) and sometimes it is just a summary. Back Link Submission A backlink is a link coming from another website to your own. The number and quality of backlinks that your site has can affect your search engine optimization efforts, as some search engines provide significant weight to the backlinks of a site. If you are working on an SEO campaign, you should include efforts to get links to your site on related sites with high ranking in search engines for the terms you are targeting. This "link love" will help improve your search engine ranking as well. Try to avoid being linked on link farms as that can hurt your search engine results. Also Known As: inbound links, incoming links, inward links In search engine optimization (SEO) terminology a backlink is a hyperlink that links from a Web page, back to your own Web page or Web site. Also called an Inbound Link (IBL) these links are important in determining the popularity (or importance) of your Web site. Some search engines, including Google will consider Web sites with more backlinks more relevant in search results pages. Backlinks, which are sometimes called inbound links, are incoming links to a web page or the entire website. These inbound links are important to search engine rankings because many different search engines have algorithms that measure the number of backlinks a website or web page has, and ranks those web pages with more backlinks in a higher position. The more backlinks a website has, the more popular it is, and the more pertinent the information is considered by search engine algorithms. Many pages concerned with search engine optimization have mechanisms to discover how many backlinks the web page or website has, so that particular company can not only know the exact number of times that it has been backlinked, but where these backlinks are coming from, and if they are from related sources or not. Discovering how many backlinks a website has can be narrowed down by using different search engines, such as Google, or Yahoo! SiteExplorer, or even MSN LiveSearch. This simplistic manner in discovering the number of backlinks can be an easy way for websites to find out whether any other websites find the information on the page to be pertinent to the chosen keywords or not. It can also be used as a way to re-evaluate the text on the page, and any information that could be changed to bring in more positive results. Using a search engine to determine how many backlinks a web page has though is not as accurate as building in a modification that can assist in counting the number of backlinks to the particular webpage or website. Many search engine algorithms use backlinks to determine page rank too. A web page that has more backlinks than another with similar content will rank higher than the other page, simply because it seems to be more popular with visitors and other websites. Unfortunately, this means that many websites have engaged in paid linking, which boosts their backlink numbers. This has caused search engines to add in specifications to the algorithms used to determine backlinks that now research whether the backlinks have been paid for, or are genuine. Only genuine backlinks help web pages rank well on most search engines. This action has caused many websites to lose their page rankings, but has also allowed other pages with genuine backlinks to rise in the search engine results with major search engines such as Google. There are different types of backlinks as well. Web pages use different types of backlinks to make the linking a mutually beneficial objective, as well as to build the number of backlinks to the website. In basic reciprocal linking, two web pages agree to link to each other. In three way linking, three or more web pages link to each other in what is commonly known as a webring. There are automatic linking services available to companies, as well as link exchange forums, where web pages can get linked to other websites in exchange for linking to other sites, and
  24. 24. 23 paying a fee, usually. This form of backlinking is no longer very profitable because of the restrictions placed on the web pages. Using backlinks is a great search engine optimization technique though, as long as the backlinks are genuine and are not an attempt to fool the search engine algorithms. SEO Tools Tools That Assist with Search Engine Optimization Google Alerts – You can use Google alerts to monitor your competition and some search terms. Eric Ward in "Link Building Secrets" revealed a killer strategy to monitor .edu and .gov domains. We shared it in an article titled “Link Building Tips From Experts.” Here it is again: Set up one alert for a “Comprehensive” search and another one for a “WebSearch” once a day. This will make Google notify you of new .edu domains that have content related to your site, but do not have a link to your site yet. Once you spot those sites, you can discuss linking with webmasters. SEO for Firefox – This is an extremely useful tool from SEObook.com. It puts useful SEO data right in the search results. This information includes page rank, domain age, links (from Yahoo), .edu links (from Yahoo), .gov links (from Yahoo), del.icio.us, Technorati, Alexa rank, Cached, DMOZ, RSS subscribers, dir.yahoo.com listing and easy links to Whois. This is an extension for Firefox, so you’ll need the Mozilla Firefox browser. URL-Info – This neat tool gives a ton of useful statistics about a page. Statistics includes header, link, and image information. It goes into detail and shows external links, internal links, link distribution and more. SEO Browser – This tool shows how search engines view your site. Basically it strips away the CSS or any styling on the page, and shows plain text with links. It can give you a good feel for how search engines perceive sites and the web in general. Copyscape – Catch plagiarism! Search for copies of your articles on the web. Copyscape is partnered with Google, so if Copyscape catches duplicates, so will Google. Free search is limited to 10 results. You can use the premium service, which costs a few cents per search. This tool is also useful at checking copy writers for plagiarism or plain copy and paste. Here’s a list of keyword research tools. Google AdWords Keyword Tool – One of the highest quality keyword databases you can use. The tool is made for Google AdWords, not for search engine optimization, so keep this in mind when judging search volume data. On top of the search volume, Google shows Estimated Ad Position, Estimated Avg. CPC, Advertiser Competition, Approx Search Volume, Search Volume Trends and Highest Volume Occurred. Wordtracker – This is a very high quality keyword database. Keyword history is for a 100-day period and only represent around 1% of real search volume from around the web. Multiply the search volume number by 100 to get closer estimates. Wordtracker also has a free keyword tool. It limits results to 100, leaving out many long tail, easy-to-rank-for keywords. More detailed keyword data is also useful for intent analysis. Keyword Discovery – This tool collects data from toolbars installed on the browsers of millions of unsuspecting Internet users. Their free tool has a very noisy index. Search volume estimates are not very real. If you are going to use this tool, use the paid version, as it provides much higher quality than the free one. Wordze – This company buys data from Internet portals and ISPs. I have not personally used this tool. Search for reviews online to get a feel for the quality of their database. Copyblogger recommends it, so it must be good. AdCenter Add-in Beta for Excel 2007 – You can export keyword data from AdCenter directly to Excel 2007. Data includes information such as cost history, volume, demographics, geography, daily keyword impressions and future
  25. 25. 24 trends. The down side is that information is limited to AdCenter, which holds only a five percent share of the search ad market. As a result, their pricing, search volume and other indicators are considerably lower than on Google or Yahoo. Nichebot – This database relies on Wordtracker, so you’ll pretty much see the same results as with the free Wordtracker tool. It does have some neat keyword management features, though, such as LSI Keywords, Keyword eXtractor, Typo Locator and more. Nichebot also gets some data from Keyword Discovery. SEO Book Keyword Tool – This tool relies on Wordtracker as well, so results are identical to the free Wordtracker database. It does offer some neat features on top of this: Google daily estimate, Yahoo daily estimate, MSN daily estimate, overall daily estimate, Yahoo suggest info, Google Trends, Google traffic estimator, Google Suggest, Google insights and more. MSN Adlabs Tools – Microsoft has a bunch of keyword tools, some of which you may find interesting. Soovle – This is a very freaky keyword tool. As you enter your keyword, it produces related terms from Wikipedia, You Tube, Amazon, Yahoo, Ask and Answers.com. The tool doesn’t work well for long tail keyword searches, and I personally find it’s more entertaining than useful. On the other hand, it can instantly give you keyword ideas for your core terms. SEO Moz Term Extractor Tool – As always, Rand Fishkin takes it to the next level. Term extractor takes out keywords from web pages and classifies those words in a similar fashion to the way search engines do. Generally it shows too much information and overwhelms, but if you’re a geeky type you can dig around. Information includes details such as: [external link] anchor text, title tags, HTML elements, meta description, strong, bold, paragraph and importance (relative to other terms). Keyword Typo Generator – You can plug typos into the meta keyword tag, but be careful before putting typos into content. Search engines are WELL aware of typos, so they may lower your page score. On top of that, all search engines offer the “did you mean” feature, so typos are not worth bothering with. If you get a lot of customer feedback, there will be plenty of typos and misspellings. Google Hot Trends – Check out what people search for on Google. This is not a useful tool in SEO, but as you click on each keyword, Google Hot Trends takes you to a page where you can see the “hotness” of the term, its search volume on the graph, and correlated news stories. The tool gives you a sneak peak at what Google has under the hood. It shows how easily it can relate search volume and link patterns to news stories. Worth checking out. Yahoo Buzz – Similar to Google Hot Trends, but not as detailed. You can correlate the two tools to rising search trends in America, as some of them are identical. SEO Moz Popular Searches – SEO Moz gets its list from around the web. Its sources include Technorati: Popular, Flickr Hot Tags, Del.icio.us Popular Tags, Yahoo! Buzz – Top Overall Searches, Google Hot Trends, eBay Pulse, AOL Hot Searches, Lycos Top 50, Ask Top Searches, Amazon. Joomla – This is a free, open source content management system. It reaches the level of an enterprise content management system in terms of features. As you’d expect from an actively used and developed open source piece of software, it has thousands of free extensions and add-ons. Its down side is also as you would expect for open source software. If it gets buggy, there’s no customer service people for you to take your complaints to and ask for help. WordPress – Simply put, this is the best known blog platform on the Internet. WordPress is capable of producing search engine friendly pages and has tons of plug-ins.

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