What is SEO?


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What is SEO?

  1. 1. Search Engine OptimizationWhat is a Search Engine?Search engines are the primary tools of Internet users for finding products, services andinformation over the web. Search engines allow people to search the entire Web (or at leastthose pages of the Internet that are in the search engines database.)How Does Search Engine Index Web Pages?There are four parts to an engine that you need to know about for optimization purposes:The spider is a program that goes out across the internet, looks for and gathers up webpages.The database is where the spider will store the pages that it finds.The search engine website, e.g. google.com, yahoo.com, msn.com is where searchers go topull up information from the database.The algorithms are programs that determine which sites will come up when searchers typein a query at the search engine website.There are two ways that your site can get into the database:The spider will automatically find your site from a link on someone elses site which is thepath we recommend if you can get 1 or more quality inbound link(s).You submit your URL so that the spider will come out and find it.What Happens When I Submit my URL to a Search Engine?First, the search engines spider visits your URL immediately and schedules your page forinclusion in the search engines database.Second, usually within a few weeks, the spider comes along and places your page(s) into itsdatabase.What is Optimization?Optimization is an act, process, or methodology of making something (as a design, system,or decision) as fully perfect, functional, or effective as possible.Website optimization is a continuous process of improving a site to achieve businessgoals while delivering a great user experience.Search Engine OptimizationSearch engine optimization is the process of improving the volume and quality of traffic toa web site from search engines via "natural" ("organic" or "algorithmic") search results.Why Search Engine Optimization? 1Shabaz Sajid KhanSenior Search Engine Optimizer/ SEO Consultantmrsajidshah@hotmail.comCell # 0300-2840866
  2. 2. Good search engine optimization will ensure that a page appears higher in the searchengine results for a range of relevant, specific and valuable search terms or queries. Thesimple objective of SEO is to generate more valuable web site traffic. The achievement of ahigher ranking against relevant search terms has commercial value for a web site because itwill attract more traffic than a lower ranking. In an increasingly crowded onlineenvironment, search engine optimization is therefore a crucial online marketing discipline.There are generally two main types of SEOBlack Hat: Black hat SEO attempts to improve rankings in ways that are disapproved of bythe search engines, or involve deception.White Hat: SEO technique is considered white hat if it conforms to the search enginesguidelines and involves no deception. White hat advice is generally summed up as creatingcontent for users, not for search engines, and then making that content easily accessible tothe spiders.SEO can be further divided into two parts 1- On-Page Optimization 2- Off-Page OptimizationOn-Page Optimization:On page optimization is one of the very first step of SEO which every webmaster shouldlook into. If you can do proper on-page optimization for your website you can not only rankwell in a search engine but also can increase the overall readability of your website for yourvisitors. a) Title Optimization b) Meta Tags Optimization c) Important HTML Tags d) Keyword Optimization and Synonyms e) Link Optimization f) Image OptimizationTitle OptimizationTitle tag is the first thing that is shown & indexed by the search engines. So naturally it isgiven a very high importance.Meta Tags OptimizationA site’s Meta description should contain a brief description of your website focusing on theareas and services that your business is specialized in. 2Shabaz Sajid KhanSenior Search Engine Optimizer/ SEO Consultantmrsajidshah@hotmail.comCell # 0300-2840866
  3. 3. Important HTML TagsThe text inside the header tags (e.g. [h1]) is given very high importance by the searchengine.Keyword Optimization & SynonymsYour site’s content needs to be optimized in such a way that it can suit both search enginesand your readers (keyword density, related keywords, long tail keywords)Link OptimizationIt is important to optimize your internal & external outbound links for search engines as wellas to give your visitors a better navigation. (Anchor text, internal link structure)Image OptimizationUse some special tags for your images in order to give them some meaning. (Alt text, filename, image title)Off-Page Optimization:Off-page optimization (off-page SEO) are strategies for search engine optimization thatare done off the pages of a website to maximize its performance in the search engines fortarget keywords related to the page content. a) Press Releases b) Article Submission c) Social Media Optimization d) Directory Submission e) Link exchanges f) Blogging g) Forum posting h) Classified SubmissionPress ReleasesSEO Press Releases written in such a way that it will rank well in the search engines for yourkeywords and provide your website with important backlinks that will also help boost itsposition in the search engine rankings.Article SubmissionArticle submission is a great resource for increasing traffic to your website and also gettingone way links back to your site.Social Media OptimizationSocial media optimization (SMO) is a set of methods for generating publicity through socialmedia, online communities and community websites. 3Shabaz Sajid KhanSenior Search Engine Optimizer/ SEO Consultantmrsajidshah@hotmail.comCell # 0300-2840866
  4. 4. Directory SubmissionDirectory submissions help website owners increase visibility to search engines, keywordtargeting, brand building, relevant link building and getting listed in major search engines.Link ExchangeThe practice of exchanging links with other websites. You place another sites link on yoursite, usually on a links page, and in return, the other site places a link on their site back toyou. (Reciprocal link, One-way linking, Multi-way linking, Forum signature linking, Blogcomments, one way linking)BloggingBlogs can achieve solid ranking faster than regular websites. A blog is easier to publish thana regular website, so you can post content to it more often. Search engines like websiteswith frequently updated content.Classified SubmissionClassified Ads Submission has multiple benefits, firstly it create good link back to the site,and secondly there are good chances that a potential buyer would land to your product andbuy it which dramatically improve your exposure. (Craiglist, oodle, and Kijiji)What to avoid in SEO?Google place great emphasis on their warnings. Google even has a page for reportingspamming offenders.Keyword Stuffing: Keyword stuffing is the technique of excessively using lots of keywordswith express intention of influencing the search engines.Cloaking: Cloaking is the technique through which website visible to site visitor is entirelydifferent from that seen by a search engine spider.Doorway Sites: A doorway site is a site that acts as a referring page for another site. Thedoorway page is highly optimized – containing hidden links and keywords that the ordinaryweb user never sees.Mirror Sites: Mirror sites use an alternative URL to the target site but contain identicalcontent.Hidden Text: The technique here is to fill or “stuff” a page with keywords invisible to thenaked eye. This is done by using the same color for text as for the background page.Tiny Text: Tiny text is a technique of using very small text that is barely visible to thehuman eye.Link Spamming: Web sites and organizations that accumulate vast numbers of irrelevantlinks with the sole intention of climbing the rankings.Comment Spam: Comment spam is where a spammer visits a publicly accessible site anddeposits a comment with an anchor text link back to a designated site. Forums and blogsare typical target. 4Shabaz Sajid KhanSenior Search Engine Optimizer/ SEO Consultantmrsajidshah@hotmail.comCell # 0300-2840866