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An SEO consultant Company
The Guide Content
1. How Search Engine Work
2. INTRODUCTION TO SEO
3. HOW SEARCH ENGINE OPERATES
a. How Search Engines Functions
6. Search Query Processor
7. HOW PEOPLE INTERACT WITH SEARCH ENGINES
8. Search Steps and Processes:
9. How to utilize this information:
10. WHY SEARCH ENGINE MARKETING IS NECESSARY
11. THE BASICS OF SEARCH ENGINE FRIENDLY DESIGN AND DEVELOPMENT
12. Crawlable Link Structure
13. Keyword Usages & Targeting
14. Key word Domination
15. Myth of Keyword Density
16. On-Page Optimization
17. KEYWORD RESEARCH
Use multiple - word phrases
Research keywords particularly for each page
Country specific Keyword Research
Perform Effective Keyword Analysis
Ongoing Keyword Research
18. HOW USABILITY, EXPERIENCE AND CONTENT AFFECT RANKING
19. Usability that is continually Evolving
20. The User Experience
22. Get to the top of the Rankings
23. GROWING POPULARITY AND LINKS
24. Link Building Basics
Distributing in Article Directories
Sharing in Site Directories
Posting in Forums
Commenting on Blogs
Making Press Releases
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Partnering with Other Web Sites
25. SEARCH ENGINE TOOLS & SERVICES
27. Robots. txt
28. Meta Robots
31. Search Engine Tools
32. Google Webmaster Tools
33. Bing Webmaster Center
34. MYTHS & MISCONCEPTIONS ABOUT SEARCH ENGINES
a. Submitting the URL of the website to Search Engines
b. The use of Meta Tags
c. The use of Keywords on your Web Page
d. Use of Pay-Per-Click Advertising to Boost Rankings
e. Building thousands of Links in a Short Span of Time
35. MEASURING AND TRACKING SUCCESS
a. Ranking Reports
b. Website Diagnostics
c. Inbound Link Metrics
d. Traffic and Conversion Metrics
e. Local Search Reports
f. Social Media Metrics
g. Tying it All Together
36. SEO tools
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Whenever you enter any query in a search
engine and press 'enter', you get showered
with list of web results that contain that
specific highlighted query. Users usually
tend to visit the websites that are at the top
of the search list as they perceive those to
be more significant to the query entered. If
you have ever wondered why some of the
websites rank better than the others; then
you must know that it is because of a powerful web marketing technique known as, Search
Engine Optimization (SEO).
This SEO tutorial covers all the essential information you need to know about Search Engine
Optimization; what is it, how does it work and differences in the ranking criteria of major search
How Search Engine Work
Though technology advances swiftly, search engines are far from intelligent creatures which
can feel the beauty of an attractive design or enjoy the movies. Instead, search engines crawl
the internet, looking at specific site items (generally text) to get an idea what a site is all about.
Search engines execute several activities to deliver search results, like, indexing, crawling,
processing and retrieving.
First, search engines crawl up the internet to see what is there. This duty is performed by a
section of software, known as spiders (or Googlebot, as is the case with Google) or crawler.
Spiders track links from one page to another and index everything that they find in their way.
Having over 20 billion sites on the internet, it is unfeasible for a spider to daily visit a site just to
see if a new page has materialized or if an existing page has been customized, occasionally
crawlers don’t end up visiting your site for a month or two.
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INTRODUCTION TO SEO
SEO (Search Engine Optimization) For Beginners
Search Engine Optimization is a technique which helps search engines find and rank your site
higher than the rest of other millions sites in response to a search query. SEO thus helps you in
getting traffic from search engines.
It is a terminology having a blend of science and marketing together! It’s actually the practice of
where your site appears when people search and use both off-page (outside the pages of the
site) and on-page optimization (within the pages of the site) to increase the web traffic from
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the search engines. One example of on-page optimization is adding keywords to your page and
example of off page optimization technique is building links with other website.
It's highly essential that search engine optimization that pleases your site visitor and provides a
good user experience; may lead to better results with the search engine. It is the search
engine's objective to provide the best results to Internet users.
How Search Engine Operates
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Search Engines, particularly Google have evolved technically (amongst other parameters) over
the years. The calculating power of the software and hardware now deployed by the search
giant can better be measured in terms of the functions it performs and its wide reach.
How Search Engines Functions ?
Generally speaking, search engines' functions can be divided into three:
Crawling is the use of special software, usually known as spider, crawlers or bots to access
information on various websites through principally three modes:
Links from other websites which are already in the search engine's index or gathered
URL's/links which are submitted by webmasters
Sitemaps yielded by webmasters
Usually one may imagine the bots as some crawling objects going swiftly all over the web
through links to reach various websites in executing its tasks. But, in reality that is not the case.
It operates from a specific physical location and is similar to your web browser. It functions by
sending a variety of requests to the web servers from which it downloads/fetches a range of
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information on new web pages, revised web pages and dead links which are all used to update
As web pages are crawled, the detected new links on these web pages are added to the
engine's list of pages to crawl.
In the crawling process, the engines encounter challenges in the sense that there is a tradeoff
between minimizing the resources it spends on crawling and maintaining an up to date index. It
tries to shun re-indexing an unchanged web page whereas it tries to capture all changed web
pages to keep its index always current.
The search engine accumulates the pages its crawlers recover from various web pages in a huge
index database. It arranges this information based on the search terms and arranges it in
alphabetical order. This sorting enables quick retrieval of documents from the index when a
search query requires them.
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It processes the words in the web pages noting the location of the keywords in the pages e.g.
alt attributes, title tags. The engines do process many, although not all content types. Like an
illustration, it can’t process the content of some rich media files or dynamic pages.
To recover search performance, the search engines ignore common words, known as stop
words (for example: is, the, or, on, why, how and various single digits and single letters). These
words are very common and do little to narrow a search, and thus, can safely be ignored. The
indexer also ignores various punctuation and multiple spaces to convert all letters to lowercase,
to enhance its performance.
3. Search Query Processor
This is what the majority search users are familiar with and in fact pretty often mistakenly
regard it as the "search engine". It consists of some components with the most visible being the
search box or interface via which the search user interacts with the search engine, forwarding
the search query for further processing.
When a user sends a query via the interface, the index rapidly regains the most significant
documents for the search query. Significance or relevance is determined algorithmically based
on various ranking factors numbering over 200.
A major factor amongst these is Page Rank which is an evaluation of the significance of a web
page. This is decided by the number and quality of links pointing to the web page. It is
nevertheless important to stress that not all links are equal as links originating from high ranked
web pages is regarded more powerful than links from low ranked web pages.
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HOW PEOPLE INTERACT WITH SEARCH ENGINES
It is very important that you understand how people interact with the search engines if you
have a website that you want to market and endorse through search. As you comprehend how
your target market interacts with the search engines you will be able to focus your search
optimization strategy and target the correct search phrases.
The search process has developed over the years however the main principles have remained
the same. Millions of searches are conducted monthly using search engines with Google; the
search engine of choice obtaining more than 60% of the market in the first quarter of 2010.
Search engines plan to provide users with the most appropriate information based on the
search query entered and 85% of users locate the information that they are looking for while
conducting a search.
Search Steps and Processes:
• The user experiences the requirement for a solution, answer or piece of information.
• The user creates a search query by utilizing words or phrases to explain his or her need.
• The user enters this search query into their search engine of choice.
• The user browses the results (normally only the top ones).
• The user clicks on one of the results that seem like a match.
• The user scans the information to decide if it is what they were looking for.
• If discontented, the user returns to the search results to browse the rest of the results.
• If none of the results give the correct information, the user prepares a new search query and
starts the process again.
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More people use search to find local businesses and to study a product before purchasing it
from a local store. This enhancement in the use of search engines to find local businesses and
products highlights the significance of effective search engine marketing.
How to utilize this information:
1. Study search phrases that normal users enter into the search query to find your business.
2. Optimize the website as per these keywords and phrases.
3. Create high quality links to your website from esteemed and appropriate sites using your
chosen keywords in the anchor text of the links.
4. Target local search if you offer a product or service that is location driven.
5. Follow and monitor the keyword rankings.
6. Optimize the keywords till they reach the top 4 ranking positions and maintain your rankings
Organic search is among the biggest traffic generators on the web and search is well-liked.
Make sure that you apply an effective keyword optimization strategy for your website to
capture your market share. SEO for your business website is a must and should not be ignored.
Being listed in the top search engine results is vital to high visibility and generating targeted
traffic to your website.
Why Search Engine Marketing Is Necessary ?
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Creating a world class pleasing and eye-catching website help create the first impression about
you but may not be sufficient to generate the required business for you. This is one of the
several reasons why you need to apply various web techniques and online marketing strategies
to help you increase your online brand name visibility. This procedure requires a right mix of
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) during which you can
effectively have your site optimized and have people knocking on the front door.
Most of the generated traffic comes from search engines. And to divert traffic to your website
you need to engage with a professional online Marketing firm. You can opt for various services
to help increase your brand visibility and get your position ranked among top major search
engines result page. Only experienced professionals know how different techniques and
underlying algorithms run them. By recruiting a specialized and experienced firm you would
have better opportunities of competing and do better than most of your close competitors.
A proficient online marketing company is seen to recruit a team of SEO experts who endeavor
to understand your business needs, your business model and what are you trying to intend for.
They would recognize essential blockage and suggest and employ solutions to help rid of them.
A knowledgeable professional has the talent to handle small to large projects and deliver within
restricted time constraint.
Currently, the level of competition is progressing by the day. Online Marketing has been a hot
topic in recent years and is very much in requirement by those setups who wish to augment
their client base and obtain convincing Returns on Investments.
Search Engine Marketing contains both search engine optimization and various other
techniques for drawing traffic from other sources, while the technique of increasing visibility is
usually done in two ways. The first is SEO and the second is the paid technique. Though the paid
technique fetches quicker and effectual results but only remains useful until you keep paying
the sponsoring website. If you aim to take up the paid approach then you need to make sure
that you hire someone who has good experience and can render the assurance that you do not
end up paying more than what is planned.
The Basics Of Search Engine Friendly Design And
The work of search engines is restricted to crawling the web and inferring content to bring back
the information and show the results. Therefore, it is vital to know the basic technological
aspects of building and customizing the web pages for search engines and users.
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To be listed in the search engines, your content must be in HTML text format. Regardless of
advances in crawling technology, Flash Files, Java applet, Images and other non-text contents
are virtually invisible to search engine spider. The effortless way to display your words and
phrases is to set them in the HTML format. Images, Java-applets, Flash file and other non-text
contents can be dispensed by providing engines a text description of the visual contents.
The search engines need to see content to list pages in their enormous key-word based indices.
By utilizing tools like SEO-browser.com, Google's cache, Yellow pipe or the MozBar; it can be
observed what elements of your content are visible and indexable to the engines. If you are
inquisitive about exactly what terms and phrases the search engine like to see on web pages,
there is a useful tool like "Term Extractor". They will display words and phrases in the frequency
order. But, it is wise not only to check the text content, but also to use tools like ‘SEO Browser’
which is used to double-check the pages you are creating, are visible to the engine.
Crawlable Link Structure
The search engines also require an access to a crawlable link structure. This structure allows the
spiders surf the pathways of a website to find all the pages on a website. Several sites make the
serious mistake of hiding or obscuring their navigation in ways that search engine can’t access.
It holds back their capability to get pages listed in the search engines. Lacking crawlable link,
the spider cannot reach the essential pages, in spite of good keywords targeting, smart
marketing and good content.
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Keyword Usages & Targeting
Keyword, known as the building blocks of the language, is the basic in the search process. While
the engine crawl and index the content of the pages around the web, they keep track of those
pages in key-word base index. Therefore, rather than storing millions of web pages in one
database, the engines have several smaller databases, each centered on a specific key word.
This makes it quicker for the engines to recover the data they need within a fraction of second.
Key word Domination
Keywords lead our search intent and interaction with the engines. Whilst the search is
performed, the engine knows which pages to regain based on the words entered into the
search box. For apparent reasons, search engine measures how the keywords are utilized on
the pages to help decide the 'relevance' of a specific document to a query. The best way to
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optimize a page's ranking is, thus, to make certain that the key words are significantly used in
the text, Meta data and title.
Myth of Keyword Density
Keyword density is the more advanced methodology of key word analysis. The idea of keyword
density value predates all commercial search engines and the Internet, and can barely be
regarded as an information recovery model. Keyword density plays no role in how commercial
search engines index documents, assign weight to terms or process text. It is adverse that
keyword density does not always help optimizing the page rankings.
Keyword search is merely a small fraction of the search engines' ranking scheme and there are
yet plenty of best practices that are close to optimizing the pages. While working with one of
your own site, there is a suggested process.
First, utilize the keyword in the title tag at least once or twice if it makes sense. Attempt
to keep the keywords as close to the beginning of the title tag as possible. You may find
additional value in adding up the keywords more than 3x, but in actual, adding more words or
phrases tend to have little or no impact.
Secondly, use the keywords at least once in bold by using tags
<b> or <strong>
as they are rated equal by the search engine.
Thirdly, use the keyword once in the URL
Fourthly, use it at least once in the Meta description tag.
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The future may be vague, however in the world of search, change is constant, and it is
expected. For this cause, the search engine marketing remains constant in the diet of those
who aspire to remain competitive in the internet world. Those with the best expertise and
knowledge of ranking receive the best benefits of traffic and visibility.
Keywords play the most essential role when it comes to website optimization. Search engines
search for keywords only in the website as they search for the information for the net surfers.
As search Engines needs the most instructive and
helpful sites for their visitors, they favor the sites
containing content with the uppermost priority of
the keywords being searched.
Expert Keyword Research is the keystone to a
victorious SEO. Several new website owners have a
myth that Keyword Research and Analysis is an
utmost simple task which can be performed with the
aid of free Keyword Research and Generator tools
like GoogleAdwords, Overture, Wordtracker, etc.
However, actually, these tools only give a rough idea of what keywords can be searched related
to a website like yours. Although the actual keyword analysis is done by the person who has
done examination of the site keeping in mind the user's viewpoint and potential clients.
Research Tools or a layman just land up to basic research. Professional Keyword Research
exposes much more.
5 useful Keyword Research Analysis Tips for website optimization are:
Use multiple - word phrases
Despite using more generic words, one must use ‘long tail’ keywords. Research has shown that
multiple word phrases are competent of bringing more traffic to your website rather than main
keyword phrases. Since long-tail keywords plays the job of unique keyword for the website
which enhances the chance of bringing the site to the top. A smaller amount generic keywords
or key phrases bring a good amount of traffic to the site initially.
Research keywords particularly for each page
Filling of excess targeted keywords in the Meta tags and utilizing the same Meta tag on every
page of the site is a total waste. The keyword research should be page specific and should focus
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on 2 to 5 keywords per page. It would be more effective as per the best SEO practices as it gives
each website page an opportunity for higher ranking on its own.
Gio specific Keyword Research
Search terms can be nation specific. For diverse countries there are diverse keywords terms you
must explore and then reference that country's or nation’s search engine while doing your
initial keyword research. For example, UK and Australia have different spellings terminology
and expressions. Referencing the country explicit search engine can give way to a good amount
of local traffic to the website.
Perform Effective Keyword Analysis
Valuable keyword research for your website should be accompanied by a resourceful analysis of
those keywords in the search engines to check:
To assess the competitiveness of your keywords. Besides, checking the competitiveness
of the keywords, you must also look at the strength of the competition.
Is other websites listed for the keywords are actually your rivals?
If it is in reality the desired niche keyword for that page
Ongoing Keyword Research
Keyword Research and Analysis requires constant efforts to be done upon to survive online as
well as offline. Regular modifications as per the up-and-coming market changes are required.
Ongoing keyword research and modifications are essential for best SEO practices.
All search engine optimization procedure goes around the website; renders overall impact and
worth and apparently the content and the keywords that are going to be used for the
optimization process determine the fate. Thus keyword research requires experience and
should be done under the guidance of experts.
How Usability, Experience And Content Affect Ranking
Recovering search engine ranking is a long and difficult process, the significance of which
cannot be damaged. Understanding the fundamentals of search engine optimization helps in
customizing our websites to cater to the particular requirements and needs of individuals. In
the competitive online market, it is vital to design and develop the website with an approach
that satisfies the user experience.
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Usability that is continually Evolving
If your website is not achieving the results you are looking for, then make changes on the fly.
Customer tastes and preferences are continuously changing. Consumers are constantly looking
for the newest product; the best and the most recent user experience relate these experiences
to your overall brand. To keep ahead of the trend, your website should not be a static thing; it
should be treated like a possession and should be kept on growing to keep the returns
increasing along with it. Like the trends in the economy, there are trends in advertising, sales,
online marketing and everything else.
The User Experience:
This is crucial in deciding the success of your online business. Your user experience approach
must be dependent on the nature of your business. If you are exporting products, a positive
user experience mean focusing on how to make payments easily available across all operating
systems, browsers and devices. Surfing your website should be a pleasant experience, not a
task. Positive experiences are liable to multiply, whereas negative ones reduce your sales and
the overall traffic of the website. Research and our tests have shown that search engine
ranking associates well to the experience, and design of your website. The design should be
simple as well as fun and the experience for your guests is bound to be a positive one.
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It is vital to know that it is the content which appeals most to your probable internet searchers.
Keeping your content relevant and significant to what the individual is looking for is a sure way
to keep your web metrics moving in the right direction. The rewards of high quality,
appropriate content that is engaging, and relates to the search made by the customer is the
standard of the web. Depart the user contented after they visit your site. The clients should not
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unhappily exit your site in search for that one solution that answers their question. They should
be provided with what they’re looking for! The right content is the solution!
Get to the top of the Rankings
If your website is to appear at the topmost position in the Google rankings, then it should be
one of the best. We are all restricted by time and want to obtain the information we are looking
for right away. Thus, the website should stand out in search rankings by continually improving
upon user experience, usability and content. Don’t hesitate to research and pinpoint any of the
competitive advantages that other well-liked websites offer. You won’t want to copy their
policy, although you can learn from their success! To keep up to date with the trend, one must
take the time to reflect on what they are viewing as they browse the web, note the nuance in
the design and all of the pieces that add up to the total experience. As a customer yourself, you
should have a lot to opinion to offer which will be important for building your own great and
innovative web presence.
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GROWING POPULARITY AND LINKS
Links are relation between the pages. They make the web interrelated. Links permit the visitors
to plot a route from one website to another. Links make the World Wide Web moving on. Link
Popularity holds a key role in ranking scheme. It refers to numerous ways in which your site's
link is admired across the Internet. Usually link juice and link reputation are the terms
connected with link popularity.
Link Building is regarded as an off-page SEO factor as the value is decided by another page.
Anchor text in the inbound links is the main factor when building back links. The Search engines
mostly rely on link popularity, the superior the link popularity; the better the chance of your
The Link popularity of any page of a site is usually related to the overall link popularity of the
site's chief and vital page- ‘home’ page. This is for the reason that most inbound links come into
a site's home page. They are very imperative as every major search engine regards them as a
part of their ranking algorithm.
Some of the ways by which one can increase the popularity of links is by writing quality articles,
submitting to major directories, publishing those articles, internal linking structure, request,
build quality links and write complete content.
Building link popularity is essential and the link building process requires high priority. Link
Building is a time taking process. It is a long term goal. An attempt made by you today will
effect in better search engine rankings for tomorrow.
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Link Building Basics:
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If you want to promote your business online successfully, you have to master certain skills and
getting the link building basics down can count as one of them. After all, promoters are pretty
much keen for inbound links as they know how it positively influences other elements like
search engine optimization. Reaching at the position of having plenty of links is the main
challenge here and luckily, there are numerous ways to climb up there.
(a) Distributing in Article
If you are writing articles, you have a fine opportunity of creating lots of inbound links if
you use your skills to come up with unique content and submitting that content to all
types of article directories. The major goal here is spreading your work to as many sites
(b) Sharing in Site Directories
Not many people like to see websites through directories however these directories still exist
and their page rankings are usually high because of the vast amount of content.
(c) Posting in Forums
There are several forums that lean on various themes as well; so you can use those associated
forums for link building. You must check the promotion rules; so that you may make back links
without defying anything. Most forums allow links in your signature which is in fact ideal as you
can be an active contributor in a forum without blatantly advertising.
(d) Commenting on Blogs
Blogs functions similar to the forums as you are basically adding a post. As you won't have any
signature choice, your best stake is to just make your comment look helpful or contain vital
information that the blog's readers like. By adding a link later, the readers may click it just as
they become interested in the topic.
(e) Making Press Releases
If you have the potential to make a press release, discover some press release directories and
set to work as they serve as best places for building links.
(f) Partnering with Other Web Sites
Link exchanging is done even if the site is not a blog. Till you contact the website owner after
you note that it targets the same audience as your site, you will be able to strike a mutual deal
where both sides benefit.
SEARCH ENGINE TOOLS & SERVICES
Search engine optimization is made easier with the SEO tools. Search engine tools are software
which is utilized to attain quality optimized work. There are various engines which are helpful in
site development. Various SEO tools can be obtained for free by downloading whereas others
are charged a certain amount of money. Here are some of the recognized search engine
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protocols and services which prove beneficial in raising traffic at your website. Common Search
Engine Protocols are:
Sitemaps are the easiest way for webmasters to notify search engines about pages on their
sites that are offered for crawling. Web crawlers generally locate pages from links on the site
and from other sites. Sitemaps increase this data to permit crawlers that sustain Sitemaps to
pick up all URLs in the Sitemap and find out those URLs using the related metadata. Utilizing the
Sitemap protocol does not assure that web pages are integrated in search engines however
provides hints for web crawlers to crawl your site.
XML is an acronym for Extensible Markup Language. XML (Extensible Markup Language) is a markup
language that describes a set of rules for encoding documents in a format which human-readable and
machine-readable, both. It is one of the most accepted formats for the Sitemaps.
It is relatively very easy to maintain but difficult to manage. Known as, Rich Site Summary or
Really Simple Syndication, it makes use of standard web feed formats to publish frequently
updated information, such as: news headlines, blog entries, video and audio. An RSS document
comprises of text and metadata, such as, publishing or releasing date, writer’s name.
RSS feeds allow publishers to group data mechanically. A standard XML file format assures
compatibility with various machines or programs. RSS feeds benefit users who want to obtain
timely updates from the preferred websites or to collect data from various sites.
It is utmost easy as it does not provide the ability to add Meta data to the pages.
2. Robots. txt
A robots.txt file limits entry to your site by search engine robots that crawl the web. These bots
are programmed; prior they access pages of a website, they check if a robots.txt file exists that
avert them from accessing some distinct pages.
3. Meta Robots
The robots Meta tag lets one use a granular, page-specific scheme to control how an individual page
must be indexed and provided to users in search results. One may use a special HTML <META> tag to
inform robots not to index the page’s content or/and do not scan it for links.
<Meta name="robots" content="nofollow">
"Nofollow" renders a way for webmasters to inform search engines "Do not follow links of this
page" or "Do not follow this particular link."
It is generally used on forums or blogs. However it is also possible to use it in the
website if one doesn't want certain links to be followed and as a result leak page rank. By
addition of rel=nofollow one lets the spiders know that one has not added the link them self;
however it was placed due to a forum or blog and so not necessarily approved. It just indicates
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that the link has no relation with one’s own website. The website does not get harmed if there
is a link to the website with a rel=nofollow.
A canonical page is the favored version of a set of pages with alike content. This alternative lets
site proprietor propose the version of a page that Google must treat as canonical. Google takes this into
consideration, in combination with other signals, while deciding which URL sets include similar content,
and computing the most appropriate pages to exhibit in search results.
Search Engine Tools
If one desires to enhance their SEO and design websites that stand aloof from the
competition, then one must go throughout the subsequent user-friendly webmaster resources.
1. Google Webmaster Tools
There are excess of the webmaster tools on the Internet to facilitate webmasters in
improving their websites in numerous ways. Optimizing the site in general (page speed, image
size, valid code, etc.) is an intelligent exercise.
Free Google Webmaster Tools is not the end of all your endeavours; though, it being
free fits any budget and is a grand initiating point for learning the tips, tricks of the skill prior
moving to a paid platform or service. If one is utilizing a paid service for the web search engine
optimization and online marketing campaign, free Google Webmasters Tools is the best way to
see the effectiveness of the finished websites.
2. Bing Webmaster Center
Microsoft has teamed up with Bing Webmaster Central. The Webmaster Tools permits to
investigate crawling, indexing and view statistics in Bing. It recognizes other sites that link to
one’s site and submit XML Sitemaps.
One needs to sign up for a MSN account and then log into Webmaster Central.
Before using Webmaster Tools, one must register and authenticate the sites initially.
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Webmasters have a right of entry to a complete blog, forum and Help section if they have
Webmaster Tools describes the following resources that help to upgrade the SEO with Bing:
Myths & Misconceptions about Search Engines
Since last few years, several myths and misconceptions about search engines and how they
operate have come into existence. The reputation and craze of search engines have grown
exponentially and presently millions of people use search engines every day. Engines have
adapted to the improved search volumes by altering their algorithms and refining their indexing
systems. These changes have led to some misconceptions and myths about search engines and
the ranking of web pages on the search engine result page.
It is vital to be familiar with the strategy and the demands of each engine and not to be
deceived by myths or misapprehensions. Your SEO policy should be based on facts to be
effective. Some of the common myths and misconceptions about search engines are:
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Submitting the URL of the website to Search Engines
Approximately 20 years ago, in the beginning of 1990's; engines utilized submission
forms that webmasters and site owners use to submit information about their sites and pages.
Search bots would at that point, crawl these sites and index the information. This procedure
finally gave way to purely crawl-based search engines and from early 2001 URL submission has
not been required any more. The search engines, as we have all publicly noted that they seldom
use the submission URL lists and that links from reliable sites expose the engines to your
The use of Meta Tags
Earlier, SEO used to be all about Meta tags. The constant neglect of the Meta keyword
tag has reduced the significance of Meta tags in SEO. The Meta description, Meta title and Meta
robots tags are still vital and should form part of your website SEO. Search engines have
reduced the worth that Meta tags play in their search algorithms and your site will not attain
high rankings based on the effective use of Meta tags only.
The use of Keywords on your Web Page
Keyword density has been a buzz word connected with SEO for a long time. Too much
use of keywords in your web page content do not better up keyword rankings; however they do
lead to a pitiable user experience. Content that people want to link is more precious than
content overflowing with your keywords.
Use of Pay-Per-Click Advertising to Boost Rankings
There is a myth that paid search helps to boost organic search rankings. This has never
been confirmed and the search engines make use of efficient walls in their organizations to
avoid this from happening. Big industries spending billions on paid search have found that they
could not control the organic search rankings of their keywords.
Building thousands of Links in a Short Span of Time
One of the biggest SEO myths is that your website keyword rankings will considerably
improve by creating 1000's of links to your website in a short span of time. There are various
SEO consultant/companies that render this service and create links by submitting your site URL
to directories and search engines or by creating links through the use of link farms. Links
created by using link or created from sites with a bad repute result in consequences or a big
drop in your keyword rankings.
The most efficient method of improving your keyword rankings on the search results is
by utilizing great content on your website pages. Effectual keyword optimization via use of
keywords in page titles and the anchor text of links is imperative. Creating high quality links
from reliable websites adds a great amount of value to the SEO campaign. It takes some time to
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attain and maintain high rankings on the search results and it is very essential to build a firm
online reputation and brand name.
MEASURING AND TRACKING SUCCESS
Search Engine Optimization is a long-standing investment. Dissimilar to PPC advertising, which
can generate results instantly and make qualified leads within days, SEO often takes months
prior moving your website into the required top search rankings. So, how will you know if you
are on the right track in the meanwhile? What techniques can you use to decide what's
working, to keep you going in the right direction, and to track correct as required? And how can
you tie these to your online marketing analytics, to make better advertising and financial
Here are 6 most essential measures that will inform how well you are doing in the Organic
Search Ranking game. These are the SEO trade tools, and SEO consultant should have these at
their fingertips. Before you get on measuring, ensure you know what goals you're trying to
achieve, and set yourself up to determine the things that have the maximum influence on your
As the main objective of SEO is to better up your website's search ranking for important
keywords, the most apparent metric is the ranking. In the initial phase, you can easily trail this
by typing keyword into Google each week and watching where the website become visible in
the list of results - if one is following the correct techniques of SEO, you'll see the positive result
within minutes. If you are following several keywords, then Google Webmaster Tools permits
you to trail the top search queries people are utilizing to find the site, and the standard position
each one attains in the rankings. If you're looking for deeper metrics, regard more sophisticated
ranking tools that compute all keywords on all search engines, and follow progress over time.
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Because the keyword rankings may take time to move up, it's also essential to follow and tweak
other key measures; initiating with basic diagnostics that tells if the site is 'search engine
friendly’ or not. Google Webmaster Tools is an excellent tool for analyzing anything on your
website that trip the search engines and help them not to crawl, see or index the pages on the
site. If Google cannot crawl or index the site, then searchers will never locate it. A proficient
SEO consultant must know how to read these diagnostics, and should know what to do when a
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Inbound Link Metrics
Links coming into the site from another site is possibly the biggest determinant of the search
ranking. The quality, quantity, diversity and efficiency of inbound links are thus essential
metrics to follow. Often link building tasks - which one can do it themselves or employ an SEO
consultant to do for them - can take time to bear result, so it's essential to follow these
measures frequently and often so you can follow up with linking sources as necessary. There
are various paid tools that will help to trail and calculate incoming links, however also Google
(Webmaster Tools) and Yahoo (Yahoo Site Explorer) have excellent free tools.
Traffic and Conversion Metrics
Ranking well in Organic search won't be any beneficial if people don't actually click on the
search listing and visit the website. As they visit the site, one needs to "convert" them by
influencing them to take the next designed step. Google Analytics is an excellent tool for
tracking metrics about the website visitors. It also permits to set exact goals and follow the
progress towards those objectives. A cautious tracking of website activity on Google Analytics
permit to measure the efficiency of website objects as well as SEO and link-building attempts
and tweak them to improve the results.
Local Search Reports
If one is trying to achieve local or regional viewers, one should be delighted to know Google has
made major improvements to its Local Search capabilities and Place Pages, and has a reporting
ability for local traffic and metrics. The Google Places Dashboard displays traffic metrics from
your Place Page and various Geo-related stats, and metrics from the set of "offers" you can
build on your Place Page.
Social Media Metrics
Social media gets one directly concerned and occupied with your customers, plus also directs
involved followers to the website for more information. It's imperative to know how efficiently
you're getting your brand name recognized in social media, as well as, how victorious you are at
attracting social media traffic into your website to take the subsequent step. There are several
free tools offered for tracking the social media area- one can use them to direct their attempts,
by either tracking up the discussions that cite the company, or listening for the chance to enter
the discussion. Google Analytics lets one see how efficiently the discussions are pulling visitors
to their website.
Tying it All Together
There are several metrics to opt from, hence ensure that you are utilizing the right web
analytics tools for the objectives you're trying to achieve. Set up your goals, and establish the
analytics to track them. Ensure to take baseline measurements while you start so that you may
assess your progress over a period. Evaluate at significant intervals, however also spot check
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along the way. And ensure SEO and Social Media analytics roll up to overall marketing
objectives, and give the insight one require to make intelligent verdicts for company.
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