Search Engine Optimization (SEO) Tutorial

Global School of
Digital Marketing

Understanding Google Search Engine Results Page (SERP)
Search Bar
Ad
Filter & tools
Natural or Organic Results

Title
Web Address
Snippet
Sitelinks

A rich snippet shows extra information between the URL and the description.
Rich Snippet

Three pillars of SEO
Google has more than 200 factors to rank to site ranking. Three principles which Google algorithm is focusing now
are summarized below:

1. Trust - is at the very core of Google’s major changes and updates the past several years. Google wants to keep
poor-quality, untrustworthy sites out of the search results, and keep high-quality, legit sites at the top. If your
site has high-quality content and backlinks from reputable sources, your site is more likely to be considered a
trustworthy source, and more likely to rank higher in the search results.
2. Authority Previously the most popular SEO strategy, authority is still powerful, but now best used in tandem
with the other two principles. Authority is your site’s overall strength in your market. Authority is almost a
numbers game, for example: if your site has one thousand social media followers and backlinks, and your
competitors only have fifty social media followers and backlinks, you’re probably going to rank higher.
3. Relevance. Google looks at the contextual relevance of a site and rewards relevant sites with higher rankings.
This levels the playing field a bit, and might explain why a niche site or local business can often rank higher than
a Wikipedia article. You can use this to your advantage by bulking out the content of your site with relevant
content, and use the on-page SEO techniques described in later chapters to give Google a nudge to see that
your site is relevant to your market. You can rank higher with less links by focusing on building links from
relevant sites. Increasing relevance like this is a powerful strategy and can lead to high rankings in competitive
areas.

How Search algorithms work?
Analyzing your words : Understanding the meaning of your search is crucial to returning good answers. So to find
pages with relevant information, first step is to analyze what the words in your search query mean.
Matching your search - Next, Google look for webpages with information that matches your query. When you
search, at the most basic level, Google algorithms look up your search terms in the index to find the appropriate
pages. Google analyze how often and where those keywords appear on a page, whether in titles or headings or in
the body of the text.
Ranking useful pages - For a typical query, there are thousands, even millions, of webpages with potentially
relevant information. So to help rank the best pages first, Google also write algorithms to evaluate how useful
these webpages are. These algorithms analyze hundreds of different factors to try to surface the best information
the web can offer, from the freshness of the content, to the number of times your search terms appear and
whether the page has a good user experience. In order to assess trustworthiness and authority on its subject
matter, Google look for sites that many users seem to value for similar queries. If other prominent websites on the
subject link to the page, that’s a good sign the information is high quality. There are many spammy sites on the
web that try to game their way to the top of search results through techniques like repeating keywords over and
over or buying links that pass PageRank. These sites provide a very poor user experience and may even harm or
mislead Google’s users. So Google algorithms identify spam and remove sites that violate Google’s webmaster
guidelines from our results.

Considering context - Information such as your location, past search history and Search settings all help Google to
tailor your results to what is most useful and relevant for you in that moment.
Google use your country and location to deliver content relevant for your area. For instance, if you’re in Chicago
and you search “football”, Google will most likely show you results about American football and the Chicago Bears
first. Whereas if you search “football” in London, Google will rank results about soccer and the Premier League
higher. Search settings are also an important indicator of which results you’re likely to find useful, such as if you
set a preferred language or opted in to SafeSearch (a tool that helps filter out explicit results).
Returning the best results - Before Google serve your results, Google evaluate how all the relevant information fits
together: is there only one topic among the search results, or many? Are there too many pages focusing on one
narrow interpretation? Google strive to provide a diverse set of information in formats that are most helpful for
your type of search. And as the web evolves, Google evolve their ranking systems to deliver better results for more
queries.

How Google rank sites?
A short list of some of the strongest factors associated with
high search rankings: -
- Relevant keywords on the page.
- Keyword in internal links.
- User signals (click-through-rate, time-on-site, bounce-rate).
- Domain SEO visibility (how strong the domain is in terms of
links and authority).
- Search volume of domain name
- Total number of backlinks
- Total number of referring domains (unique sites linking to
your site).
- Google+ social media activity.
- Facebook social media activity.
If your competitors’ have more of the above features than yours, then it’s likely they will rank higher than you. If
you have more of the above features than competitors, then it is likely you will rank higher than your competitors.

Search Engine Ranking Factors – Survey conducted by MOZ in 2015

Domain-Level, Link Authority Features: Based on link/citation metrics such as quantity of links, trust, domain-level
PageRank, etc.
Page-Level Link Metrics: PageRank, Trust metrics, quantity of linking root domains, links, anchor text distribution,
quality/spamminess of linking sources, etc.
Page-Level Keyword & Content-Based Metrics: Content relevance scoring, on-page optimization of keyword usage,
topic-modeling algorithm scores on content, content quantity/quality/relevance, etc.
Page-Level, Keyword-Agnostic Features: Content length, readability, Open Graph markup, uniqueness, load speed,
structured data markup, HTTPS, etc.
Domain-Level, Keyword-Agnostic Features: Domain name length, TLD extension, SSL certificate, etc.
User Usage & Traffic/Query: Data SERP engagement metrics, clickstream data, Visitor traffic/usage signals,
quantity/diversity/CTR of queries, both on the domain and page level
Domain-Level Brand Metrics: Offline usage of brand/domain name, mentions of brand/domain in
news/media/press, toolbar/browser data of usage about the site, entity association, etc.
Domain-Level Keyword Usage: Exact-match keyword domains, partial-keyword matches, etc.
Page-Level Social Metrics: Quantity/quality of tweeted links, Facebook shares, Google +1s, etc. to the page

Negative Ranking Factors
Total number of unnatural links to a page/sub-domain
Page is duplicate content
Page content is thin
Amount of over optimized anchor text to page
Non mobile friendly
Keyword stuffing
Page links to spam
Page has relatively poor searcher satisfaction
Slow page speed
Page has relative poorer engagement/usage metrics
Total amount of advertisement on page
Page links to higher number of 404 pages
Page assets are blocked by robots.text
Total number of times links from page/sub-domain have been disavowed
Page contains a duplicate meta description

Google Search Console
(Submitting, Crawling & Indexing)
Refer PPT/ Tutorial of Google Search Console

SEO – On Page & Off Page On-page SEO is the practice of optimizing individual
web pages in order to rank higher and earn more
relevant traffic in search engines. On-page refers to
both the content and HTML source code of a page that
can be optimized, as opposed to off-page SEO which
refers to links and other external signals.
"Off-site SEO" (also called "off-page SEO") refers to
actions taken outside of your own website to impact
your rankings within search engine results pages
(SERPs).
Off Page SEO - Optimizing for off-site ranking factors
involves improving search engine and user perception
of a site's popularity, relevance, trustworthiness, and
authority. This is accomplished by other reputable
places on the Internet (pages, sites, people, etc.)
linking to or promoting your website, and effectively
"vouching" for the quality of your content.

Keywords
A keyword is any phrase you would like your site to rank for in Google's search results. A keyword can be a single
word, or a keyword can also be a combination of words.
Single word keywords are extremely competitive, and difficult to rank highly for in the search results. Here’s some
different kinds of keywords:
Head-term keywords: keywords with one to two words, i.e. classic movies.
Long-tail keywords: keywords with three or more phrases, i.e. classic Akira Kurosawa movies.
Navigational keywords: keywords used to locate a particular brand or website. Examples would be Facebook,
YouTube or Gmail.
Informational keywords: keywords used to discover on a particular topic. This includes keywords beginning with
“how to…” or “what are the best...”
Transactional keywords: keywords entered into Google by customers wanting to complete a commercial action,
i.e. buy jackets online.
In most cases, targeting head-term or navigational keywords for other brands is competitive and not worth the
time or effort. Despite their high traffic numbers, they will generally not lead to any sales. On the other hand,
long-tail, informational and transactional keywords are good keywords for most SEO projects.

Keyword Research
Keyword research is the most important step of every SEO project for two reasons:
1. If you rank your site highly for the wrong keywords, you can end up spending lots of time and effort, only to
discover the keywords you have targeted doesn't receive any traffic.
2. 2. If you haven't investigated the competitiveness of your keywords, you can end up investing lots of time and
effort into a particular keyword, only to find it is far too competitive to rank, even on the first page.
3. Before you can find keywords with loads of traffic in Google, you must first develop a list of potential keywords
relevant to your business.
Relevance is vital. If you spend your time trying to cast too wide a net, you can end up targeting keywords irrelevant
to your audience. For example, if you are an online football jacket retailer in the United States, examples of relevant
keywords might be:
Buy football jackets, Buy football jackets online, Online football jackets store USA
Irrelevant keywords might be:
Football jacket photos, How to make your own football jacket, Football jacket manufacturers, How to design a
football jacket
You can see how the first pool of keywords are more relevant to the target audience of football jacket retailers, and
the second pool of keywords are related but unlikely to lead to customers. Keeping relevance in mind, you must
develop a list of potential keyword combinations to use as a resource, so you can then go and uncover the best
keywords with a decent amount of traffic each month in Google.

Find your competitor keywords
http://tools.seobook.com/general/keyword-density/
https://www.semrush.com/lp/competitors-research/
https://moz.com/explorer

Brainstorm your own master list
By brainstorming combinations of keywords, you can generate a giant list of potential keywords. To do this, sketch
out a grid of words your target customer might use. Split the words into different prefixes and suffixes. Next up,
combine them into one giant list using the free Mergewords tool. With this strategy you can quickly and easily build
up a massive list of relevant keywords.
Mergewords http://www.mergewords.com
Prefix
- Buy
- where do I buy
Middle word
- NFL jerseys
- NFL uniforms
- NFL jackets
Suffixes
- Online

Combine your Keywords
- NFL jerseys
- NFL jerseys online
- NFL uniforms
- NFL uniforms online
- NFL jackets
- NFL jackets online
- buy NFL jerseys
- buy NFL jerseys online
- buy NFL uniforms
- buy NFL uniforms online
- buy NFL jackets
- buy NFL jackets online
- where do I buy NFL jerseys
- where do I buy NFL jerseys online
- where do I buy NFL uniforms
- where do I buy NFL uniforms online
- where do I buy NFL jackets
- where do I buy NFL jackets online
- NFL jerseys
- NFL jerseys online
- NFL uniforms
- NFL uniforms online
- NFL jackets
- NFL jackets online

Generate Keyword Ideas with Google AdWords Keyword Planner
Type a keyword here

This competition reflects the number of advertisers bidding on that keyword

Estimate Keyword Traffic data with Google AdWords Keyword Planner
Tap here and go
“Historical Metrics” in
the next menu
Type a keyword here

Historical Keyword Search Volume Data
Past period
This competition reflects the number of advertisers bidding on that keyword

Google Auto Suggest
Google Suggest or Autocomplete is a Google search engine
function which provides suggestions to users to complete
the search query while they are entering words in the
search box. Through another function called Google Instant,
the SERP adapts to the keywords or phrase as it is being
entered.

There are dozens of different factors to consider, but there are 3 main criteria:
Search Volume: The higher the average search volume, the better the keyword probably is.
Commercial Intent: Determining the monetization potential of a keyword is more of an art than a science. In
general, the higher the competition and suggested bid, the easier it will be to convert that traffic into paying
customers.
Organic SEO Competition: Like commercial intent, evaluating a keyword’s competition in Google’s organic search
results takes some more digging. You need to check out the websites that are ranking and see how hard it will be to
outrank them.
Factors for choosing Keywords

Forecasted Keyword Search Volume Data – Google Keyword Planner
Forecasted period

Alternative To Google Keyword Planner & Other Keyword Research Tools
Type a keyword here
and press enter

Analyze Google Search Engine Results Counts for the Keywords

How to find long tail Keyword?
Have you ever noticed
that when you scroll to
the bottom of Google’s
search results there’s a
section called, “Searches
related to…”?
These are sometimes great
keywords to target because
they’re very long tail and
have less competition than
Body or Head Keywords)

Find out trending keyword searches using Google Trends
The tool will show you “interest over time” based on
search volume and news headlines.
Visit https://trends.google.com/trends/
Type your keyword here

You can also compare with some other
keywords

Google Correlate - https://www.google.com/trends/correlate
Google Correlate finds search patterns which correspond with real-world trends. Google Correlate is a little-
known tool that shows you keywords that tend to correlate with one another.
For example, people that use the word “SEO” as part of their keyword tend to also search for:
Link building
Keyword research
Internet marketing
On-page SEO
SEO company
Google Correlate shows you these “correlated” keywords.

Enter a keyword into the search field
and click “Search Correlations”.
Take a look at keywords listed under
“Correlated with SEO”
The number next to the keyword
indicates the level of correlation. The
closer the number is to 1, the more
often it’s searched alongside the
keyword you entered.

Keyword Value Assessment
Ask yourself
Is the keyword relevant to your website's content? Will searchers find what they are looking for on your site when
they search using these keywords? Will they be happy with what they find? Will this traffic result in financial
rewards or other organizational goals?
Search for the term/phrase in the major engines
Understanding which websites already rank for your keyword gives you valuable insight into the competition, and
also how hard it will be to rank for the given term. Are there search advertisements running along the top and
right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search
ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
Buy a sample campaign for the keyword at Google AdWords and/or Bing Adcenter
If your website doesn't rank for the keyword, you can nonetheless buy test traffic to see how well it converts. In
Google Adwords, choose "exact match" and point the traffic to the relevant page on your website. Track
impressions and conversion rate over the course of at least 200-300 clicks. Using the data you’ve collected,
determine the exact value of each keyword.

Assume your search ad generated 5,000 impressions in one day.
100 visitors (out of 5000 impressions) have come to your site.
3 visitors have converted for a total profit (not revenue!) of $300.
In this case, a single visitor for that keyword is worth $3 to your business.
Those 5,000 impressions in 24 hours could generate a click-through rate of between 18-36% with a #1 ranking.
Which implies or mean 900-1800 visits per day, at $3 each, or between 1 and 2 million dollars per year.

Keyword Value Assessment using Google Keyword Planner
Example – Add this
keyword to plan

You can easily calculate the value of the keyword from the
above data, profit earned, generated sales revenue and the
cost of the ad.

Keyword Competition Analysis
So if you’ve found a popular keyword with strong commercial intent, please check out the competition on Google’s
first page. If you see a page littered with authoritative, big brand results, you might be better off moving onto the
next keyword on your list.
But if you take the time to evaluate keyword competition, you can usually find keywords that get great search
volume and have little to no competition. (Our job is to find out High Search Volume Low Competition Keywords)
That means that you need less content, links and promotion to claim your spot on page one.

Competition on Google’s first page for “On Page SEO”
These are big brand
competitors in SEO

Keyword Competition
Keyword competition is the level of difficulty involved in ranking for a certain keyword. In essence, it gives you a
sense of how many web pages you need to beat to claim a top spot in search engine rankings.
What influences the competitiveness of a keyword?
Its overall popularity
The level of competitiveness within the industry
You now have to take into account your entire competitive landscape to know just how difficult it would be to rank
for a particular keyword.
Why You Need To Do Competitive Analysis
Growing your traffic exponentially using solely the resources at your disposal
Finding keywords with high search volume that haven’t been targeted by other SEOs in your space
Finding the keywords that give your competitors the highest ROI
Going after high competition keywords and winning

Evaluating Keyword Competition using MozBar (Free browser tool bar)
Install and activate by creating
a user id & password

Evaluating Keyword Competition using MozBar (Free browser tool bar)
Install and activate by creating
a user id & password
When you do a search in Google you should see information from MozBar in the SERPs as above
Page Authority, PA = 57
Domain Authority, DA = 67
4914 referring domains

Keyword Difficulty Analysis using Keyword Explorer
Enter your keyword here, eg “On Page SEO”
Visit https://moz.com/explorer/

Understand how difficult a keyword may be to rank for based on key indicating factors. Moz’s Difficulty score takes
into account the Page Authority (PA) and Domain Authority (DA) scores of the results ranking on the first page of
Google’s search engine for the given query. It also intelligently modifies for projected click-through-rate (CTR) of a
given page (putting more weight on high-ranking, more visible pages and less on low-ranking, less visible pages).
The algorithm also accounts for newer pages on powerful domains that may have DA scores but not yet assigned
PA values.
Difficulty shows you how tough it would be to rank in the top 10 spots for that keyword. Moz arrive at this score by
analyzing the strength of the top 10 organic blue links on the search engine results page (SERP). A Difficulty score
of 1 is not difficult at all, and 100 is very difficult.
This gives you an idea of how much of an uphill climb it will be to rank for that keyword: for anything scoring over
40, pack an overnight bag, and for keywords with a Difficulty score over 60, you'd better pack your climbing gear.
Keyword Difficulty Score of Moz

Domain & Page Authority Score of Moz
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will
rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores
corresponding to a greater ability to rank. Domain Authority is calculated by evaluating multiple factors,
including linking root domains and number of total links, into a single DA score. This score can then be used when
comparing websites or tracking the "ranking strength" of a website over time. You can view a website's DA by
using MozBar (a free Chrome-extension), Link Explorer (a backlink analysis tool), the SERP Analysis section
of Keyword Explorer, and dozens of other SEO tools across the web. Moz score Domain Authority on a 100-point
logarithmic scale. Thus, it's significantly easier to grow your score from 20 to 30 than it is to grow from 70 to 80.
Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine
result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater
ability to rank. Page Authority is based on data from our web index and takes into account dozens of factors. Like
Domain Authority, it uses a machine learning model to identify the algorithm that best correlates with rankings
across the thousands of SERPs that Moz predict against, then produces Page Authority scores using that specific
calculation. Moz score Page Authority on a 100-point logarithmic scale. Thus, it's significantly easier to grow your
score from 20 to 30 than it is to grow from 70 to 80. Moz constantly update the algorithm used to calculate Page
Authority, so you may see your score fluctuate from time to time.

SERP Analysis using Moz SERP Analysis Tool
It will show vital stats for pages
appearing in the top 10. Of
these stats, the most important
are # root domains linking to
the page, and # root domains
linking to the root domain.
These two stats tell you how
many unique sites are pointing
to the specific page ranking,
and how many unique sites are
linking to anywhere in the site
in general.

Open Site Explorer Tool or Link Explorer Tool of Moz
Visit https://moz.com/researchtools/ose/
Next, if you enter your own website into Moz’s Open Site Explorer tool, you can see these same stats for your site,
and then know how many links you need to beat the competition.

Armed with this knowledge, you can hunt around to
find easy keywords with weak competition, and set
targets for how many links you need for a top listing.

Yoast SEO Plug-in for WordPress
Let us install and activate
Yoast plug-in before we
move on to On-page SEO.
The Yoast SEO plugin on
WordPress helps you
understand how strong each
page is.
It analyzes on-page factors
to help ensure your page is
fully optimized. An added
benefit, it alerts you of any
issues with the page title,
meta description, headings,
images, content, and more.

What a free Yoast Plug-in can offer?
Taking care of your WordPress SEO
The most advanced XML Sitemaps functionality at the push of a button.
Full control over site breadcrumbs: add a piece of code and you’re good to go.
Set canonical URLs to avoid duplicate content. Never have to worry about Google penalties again.
Title and meta description templating for better branding and consistent snippets in the search results.
Write killer content with Yoast SEO
Content & SEO analysis: Invaluable tools to write SEO-friendly texts.
The snippet preview shows you how your post or page will look in the search results – even on mobile.
Keep your site in perfect shape
Yoast SEO tunes the engine of your site so you can work on creating great content.
Our cornerstone content and internal linking features help you optimize your site structure in a breeze.
Integrates with Google Search Console: See how your site performs in the search engines and fix crawl errors.
Manage SEO roles: Give your colleagues access to specific sections of the Yoast SEO plugin.
Bulk editor: Make large-scale edits to your site.

An ideal web page should do all of the following:
•Be hyper-relevant to a specific topic (usually a product or single object)
• Include subject in title tag
• Include subject in URL
• Include subject in image alt text
• Specify subject several times throughout text content
•Provide unique content about a given subject
•Link back to its category page
•Link back to its subcategory page (If applicable)
•Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a
page)
On Page SEO
On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic
in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as
opposed to off-page SEO which refers to links and other external signals.

Keyword Placement
Keywords Placement: Inserting the valuable keywords into our text on our webpages is known as Keyword
placement.
- Title Tags
- Meta Description
- Headings(H1,H2,H3)
- Text
- Anchor text link
- Alt Tag
- Domain Name
- URL

Title Tag
What could be the keywords used in the titles of each SERP results for the search keyword “On Page SEO” ?
Keyword used – On Page Ranking Factors
Keyword used – On Page SEO
Keyword used – On Page SEO

There are multiple tags on your page. The most important is your title tag. The title is what users see in the
search engines for both organic results and paid ads, and the words that appear at the top of each tab in your
browser.
The title tag outlines what the page is about. When ranking web pages for particular queries, Google looks at the
title tag and compares that to the rest of the content on the page.
If you’re working in HTML, the code for the title tag looks like this:
<title>On-Page SEO: Learn How to Optimize Your Page</title>
Keep your title tags descriptive and short.
Use your title tag to stand out from your competitors, appealing to your visitors. Make sure all the pertinent
information is included, including your keywords and location for local businesses.
In general, the closer the keyword is to the beginning of the title tag, the more weight it has with search engines.
Each & every page present on the website should have a title. Representing our homepage. Each page should
have title as per the page requirement.
Title length- 65 characters
An SEO title or page title is important for SEO for two reasons:
- to help you rank for a keyword;
- to make users want to click through to your page.

How to insert title tag in WordPress?

How to insert title tag using Yoast Plug-in?
Insert your title here (type or insert variables)

How to insert snippet variables in titles using Yoast Plug-in?

Add modifiers to title
Using modifiers can help you rank for long tail versions of your target keyword. Some of the modifiers “2018”,
“best”, “guide”, “checklist” and “review”.
Examples
On-Page SEO Guide - 2019 List of SEO Tips and Tricks
Google Analytics - The Absolute Beginner's Guide
Google Analytics for Social Media: A Beginner's Guide
The Complete SEO Checklist For 2018
Title Tag Modifiers are words and phrases to add to your title tag. When you do, your page will rank for lots of
long tail keywords.

Use SEO-Friendly Permalinks/URLs

The permalink is the full URL you see – and use – for any given post, page or other pieces of content on your site.
It’s a permanent link, hence the name permalink.
A permalink could include your domain name (www.examplesite.com) plus what’s called a slug, the piece of the
URL that comes after the domain name. This might include a date or a category or anything you please. A simple
permalink makes a URL easy to understand and share.
Lets us see this URL
http://www.examplesite.com/~articlepage21/post-entry321.asp?q=3
These kinds of URLs are a quick way to confuse search engines and site visitors. Clean URLs are more logical,
user friendly and search engine friendly.
Here is an example of a clean URL: http://www.examplesite.com/On-Page-SEO
Keep your URLs short and sweet. Always include your target keyword in your URL.

Permalink settings & structure
You can choose any type
of permalink structure
This is a good one for blogging and you
can edit the slug part

How to edit slugs in WordPress?
A slug is the part of a
URL which identifies a
particular page on a
website in an easy to
read form.
In other words, it’s the
nice part of the URL,
which explains the page’s
content.
This is the slug portion

Make your slug short,
sweet and include your
target keyword.

Meta tags are HTML elements that provide information about a web page for search engines and website visitors.
To achieve high rankings, the meta description should have relevance and user satisfaction. Including custom meta
tags will influence users and increase your click-through-rate.
Meta tags offer more details about your site/page to search engines and website visitors who encounter your site
in the SERP. They can be optimized to highlight the most important elements of your content and make your
website stand out in search results.
Search engines increasingly value a good user experience, and that includes making sure that your site satisfies a
user’s query as best as it possibly can.
Meta tags help with this by making sure that the information searchers need to know about your site is displayed
upfront in a concise and useful fashion.

Meta Description using Yoast Plug-in
Type your description here

The H1 tag is your “headline tag”. Most CMS’s (like WordPress) automatically add the H1 tag to your blog post
title. If that’s the case, you’re all set. But some themes override this setting. Check your site’s code to make
sure your title gets the H1 love it deserves.
You should use heading tags to highlight various headings, sub-headings, and important points. Landing page or
blog should include multiple heading tags, from the h1 down to a potential h6. The most important is the h1.
You should never have more than one h1 tag on any page. One is enough. For section breaks, stick to H2 and
H3 tags. Also, don’t use too many H2 or H3 tags as Google’s algorithms won’t like that.
Include multiple h2’s or h3’s as users scroll down the page. These are used as subheadings.
The primary keyword of the page should be included somewhere in your h1 tag. Avoid skipping the h1 on a
page, as it lets both your visitors and Google understand its subject.
When it comes to headings, there are factors you want to avoid to maintain your presence in the search
engines, notably stuffing unnecessary keywords in the tags.
Don’t use the same h1 tag on multiple pages of your site. This can have harmful effects on your SEO as Google
won’t know which page to rank for a query containing that heading.
Wrap your Headings/Headlines with H1 tags

Wrap Sub-heading in H2 Tags
Include your target keyword in at least once subheading and wrap it in an H2 tag.

Text & its structure - Importance
The structure of the texts on your site is important for SEO. If your content is clearly structured, your chance to
rank well in Google will be higher.
How do people scan a text?
Before deciding whether or not to read something, people tend to scan a text. They want to know what your text
is about, before starting to read it all the way through. There are some parts that people look at or read
specifically when scanning a text. Headings and subheadings are really important, as is the first paragraph of a
text. But also the first sentences of every new paragraph catch the eye of scanners.
Headings
Headings should be attractive and should clearly state the content of the paragraph below it. It allows your
readers to quickly scan through your text and to decide whether or not they would like to read your article (or
which parts).
First paragraph
You should clearly formulate what your post is about in the first paragraph. In printed texts, a writer usually starts
off with some kind of teaser, but there is no time for that if you are writing for the web. You only have seconds to
draw you reader’s attention. Make sure the first paragraph tells the main message of your post. That way, you
make it easy for your reader to figure out what your post is about and: you tell Google what your post is
about. Don’t forget to put your focus keyword in that first paragraph.

Focus keyword in first paragraph
Another reason to have the focus keyword in your first paragraph is simple psychology. People recognize the word
they sought for and think they’re in the right spot!
Core sentences
Make sure the first sentence of a paragraph is the most important, the core sentence, of that paragraph. After all,
people tend to read the first sentence of every new paragraph as they’re scanning through content. The other
sentences in a paragraph elaborate upon that first core sentence. Chances are Google will pay extra attention to
these sentences, in order to determine the topic of a text. They are great places to use your keyword, if possible. If
you’re writing a well-structured article and staying on-topic, your keyword will come up naturally in many core
sentences.

Use External or Outbound Links and Internal or Inbound Links
External or Outbound Links
Make sure to link out to 5-8 authority sites in your article.
Outbound links to related pages helps Google figure out your page’s topic. It also shows Google that your page is a
hub of quality info. For example, for a keyword like “On Page SEO”, link to trusted and related websites like Moz,
Backinko, Yoast SEJ etc.
Internal or Inbound Links
Focusing on the page, internal linking to other pages of your site will strengthen the keywords and enable Google to
determine where to rank a particular keyword. Linking internally—between service pages and blogs—helps improve
the crawlability of your site, showing Google the site’s most important pages.
If you include a new link on your homepage, it becomes easier for Google to see that you’ve updated your site with
fresh content than crawling the entire site for the new material.
The benefit of internal links is giving your audience further options to stay on your site. The more engagement to
relevant pages, the more Google takes notice. Don’t put an internal link in every sentence, but include multiple
links per page to bolster your SEO.

Externally linked to https://ads.google.com/intl/en_in/home/tools/keyword-planner/
Externally linked to https://www.semrush.com/

Internally linked to https://www.searchenginejournal.com/optimize-content-google-rankbrain/163401/

How to create links in WordPress?

How to create links in WordPress?
Click on the
Link button in
the visual
editor.
Go to settings for
more options
“SEO Checklist” is the keyword in
that externally linked page which is
used as Anchor Text here to link
that page.

How to edit/insert links in WordPress?
1. Click on the Link button in the
visual editor.
2. Tap settings icon

Anchor Text for Internal Linking or External Linking
Anchor text is relevant for both your internal links and your incoming external links. External sites can link to your
content in various ways.
Anchor text is the visible, clickable text of a link. It usually appears in a different color than the surrounding text
and is often underlined.
Good anchor text tells the reader what to expect if they click on the link. Getting your anchor text right increases
the chance of someone clicking on your link, and helps search engines by giving them context.
Anchor text describes the article being linked to and entices visitors to click. Even search engines understand that
the linked article is relevant because the URL and the anchor text correlate.
So, for example, if you were to link to an article for SEO Checklist , you might use the link/anchor text like this:
SEO Checklist. So you link to other articles in a way that looks natural to the reader.
Anchor text link - Add link on our “keywords”… and not on words like “click here”
Example - <a href=”http://wikipedia.org/wiki/customers”> customers</a>
<a href= “destination URL” > keyword </a>

Types of Anchor Text
Branded links: A link with your brand name as an anchor, like Yoast.
The URL itself: Just your site’s URL without a text, like https://yoast.com. Not that helpful in most instances.
Site name: written as Yoast.com.
Article title: Exact matching the article, like On Page SEO Techniques to Rank First.
Exact keywords: Your focus keyword/keyphrase as anchor text
Partially matching keywords: Using variants of your focus keyword to make a readable link.
Related keywords: Not a direct match, but a keyword or keyphrase that is closely related to the main one.
Generic links: Try to avoid these ‘Click here’ and ‘Read more’ links. Tell people what a link is about. Otherwise,
they’re guessing.

Nofollow & Dofollow LInks
Nofollow Link
“Nofollow" provides a way for webmasters to tell search engines "Don't follow links on this page" or "Don't follow
this specific link.“ Nofollow is an HTML attribute value used to instruct search engines bots that a hyperlink should
not influence the link target’s ranking in the search engine’s index. It is intended to reduce the effectiveness of
certain types of search engine spam, thereby improving the quality of search engine results and preventing
spamdexing from occurring in the first place. Nofollow links attributes do not allow search engine bots to follow
link. That means if the website owner is linking back to you with nofollow attributes, it does not pass on link juice.
Only Humans will be able to follow the links. Though some time back Google made it clear that they don’t consider
nofollow link attributes but weightage of such links are really less. Even though, it’s a good practice to use Nofollow
link attribute to those link, where you don’t want to pass link-juice.
Dofollow Link
Dofollow links allow google (all search engines) to follow them and reach your website. Giving us link juice and
a backlink. If a webmaster is linking back to you with this link both Search Engine and Humans will be able to follow
you. The best way to give someone dofollow love is allowing keyword in the anchor text. This means when you are
linking to any website or page, use the targeted keyword as anchor text.
Note: By default all the hyperlinks are dofollow. So, you don’t need to do anything to make a link do-follow.

Check HTML version of a link
Go to Text Editor

Go to Text Editor
How to add nofollow tag o this link ?
Nofollow link
<a href="https://backlinko.com/seo-checklist" target="_blank"
rel=“nofollow noopener">SEO checklist</a>

An example of Dofollow Link:
<a href=”http://www.google.com/”>Google</a>
An example of Nofollow Link:
<a href=”http://www.google.com/” rel=”nofollow”>Google</a>
Dofollow Link:
<a href="https://backlinko.com/seo-checklist" target="_blank" rel="noopener">SEO checklist</a>
Nofollow link
<a href="https://backlinko.com/seo-checklist" target="_blank" rel=“nofollow noopener">SEO
checklist</a>
Recently Google has said that they will still count the nofollow link as an outgoing link in terms of the distribution of
page rank from your page. Though again it also depends on where that nofollow link is placed. Placing a nofollow
link at the bottom of the page has the least impact, and when placed at the top of the page, it carries some impact.

Image SEO
Image optimization creates many advantages for your image assets, including better user experience, faster page
load times, and additional ranking opportunities, both within the traditional and image search results.
Image Relevance - Adding relevant images to your articles encourages people to read them, and well-chosen
images can also back up your message. Images make your webpages more appealing. More likely than not,
there’s an image on every page of your website. Without the proper optimization, however, you’re wasting a
valuable SEO asset.
Alt Tag - Alt stands for alternate. The text in the alt tag is displayed in place of the image if the image can not be
shown or is taking too long to load. Most of the major search engines are text-based, i.e they can not read
images and videos. The location of your images appears as an empty space to the search engines. These empty
spaces are not in any way good for your overall SEO. The alt tag not only tells the search engines that there is an
image placed here but also informs it about the topic of your image. A good practice for the ALT tag is to keep
your alt tags short but descriptive. Although visual search technology has made great strides of late, search
engine bots are unable to identify the content of an image; they rely on the text associated with the images to
fully understand what the image is and how it relates to your content or the topic of your page.
Image Size and hosting - Larger the file size, the longer it takes your page to load, and the higher your bounce
rate will be.

File name
Keyword rich file names can help a search engine determine relevancy. Avoid using default image file names like,
“DSC0019.jpg” as it does not give much information about the image.
Use descriptive filenames with keywords separated by “-” (hyphen). For example, “on-page-seo.jpg”.
Specially if you are using SEO friendly images plugin for WordPress, it’s very useful as it converts image file name
into ALT tag.
Title Tag and image linking
Images are eye-catching so are perfect for linking. But proper image linking techniques can offer even better
results. One of the basic tips for image linking is to avoid linking your images directly. Always use relevant anchor
texts whenever linking your images. This is even more effective for your SEO when embedding images in a guest
post or other pages intended to get a link back to your site.
Remember to use a title tag whenever linking your images. Title tag provides a tool tip when you hover your
cursor over a link. Use relevant keywords and SEO friendly description and your title tags will rock.

The most important thing is to make sure the image and alternative text are relevant to the page. Also make
sure at least one image file name includes your target keyword (for example, on_page_SEO.png) and that your
target keyword is part of your image Alt Text.
Other key takeaways:
Reduce file size for faster page load speed.
JPEGs are generally the best option for website photos.
Never use GIFs for large product images.
Improve stock images with tools like Canva.
Do not overstuff keywords in alt text, make sure it describes the photo.
Make sure the image is relative to the page.
For crawlability, create an image sitemap.
Create OG and Twitter Cards for social shares.
Image optimization takes some effort, but as your consumers are looking for visuals to understand information
as opposed to text, making sure that one image is optimized is crucial to your success.
Image optimization tips

Alt Tag
An alt tag, also known as "alt attribute" and "alt description," is an HTML attribute applied to image tags to
provide a text alternative for search engines. What purpose do alt tags serve?
Search engines and other robots cannot interpret images, but images can play a crucial part in how people
interpret a particular web page. Alt tags solve for this by providing text which is read by the search engines.
When Googlebot or other search engine crawlers inspect a page, images with properly formatted alt text
contribute to how the page is indexed and where it ranks.
Alt tags are also useful for users viewing a webpage on screen readers or browsers that can't process images.
Alt text is contained within the image tag: <img src="myimage.png" alt=“on-page-seo" />.
Product images should be optimized for site speed and use the same keyword as the product page itself.
The text should be kept short to maximize its impact. Shorter alt texts are also more likely to be indexed by
Google and the other major online search engines in a more efficient manner. Also, do not forget to mention
the topic within the alt text.
Refrain from keyword stuffing, as Google and other popular search engines disfavor such antics.
Don't prioritize alt tags over SEO deliverables such as titles, inter-linking, and meta descriptions. Alt tags should
only be prioritized for image-heavy pages that are very light on text.

How to insert Title & Alt Tag to images in WordPress?
1. Name the image file (eg: with Keywords like On Page SEO)
2. Upload the image & go to media gallery
3. Give the title & alt tag
4. Insert the image into the post

How to edit HTML code of images in WordPress?
Edit the HTML code here using text edit button
<img class="aligncenter wp-image-69 size-full" src="http://gsdmtraining.com/wp-
content/uploads/2018/11/On-Page-SEO.jpg" alt="On Page SEO" width="362" height="362" />

Best SEO practices for Domain
1. Make your domain name memorable
2. Use broad keywords when sensible
3. Avoid hyphens if possible
4. Avoid non-.com top-level domains (TLDs) - If your domain name is two words (like www.examplesite.com), you
may want to separate the words with a hyphen for readability: www.example-site.com. But, keep in mind that use
of hyphens also strongly correlates with spammy behavior and decreases domain name readability and
memorability. For that reason, generally, no more than one hyphen should be used (if any must be used at all).
5. Favor subfolders/subdirectories over subdomains - Search engines keep different metrics for domains than they
do for subdomains, so even though Google itself has stated that — from a ranking perspective — content in
subdomains and subdirectories is treated roughly equally, it's still recommended that webmasters place link-
worthy content like blogs in subfolders rather than subdomains (i.e. www.example.com/blog/ rather than
blog.example.com). The notable exceptions to this are language-specific websites. (i.e., en.example.com for the
English version of the website).
6. Don't sweat over domain age
7. Moving domains - If a webmaster needs to move one domain to another, there are several critical factors to
consider, including setting up the redirects on a page-to-page basis such that sub-folders and deep content pages
are redirected to corresponding sub-folders and deep content pages on the new domain. SEOs should avoid
redirecting all pages from one domain to the homepage of another domain.

Content Optimization for SEO
1. Know your customers or audience - Once you know what queries your audience is using, and what kind of
content they are looking for, you can design a content strategy that answers their specific questions and helps
move them through the funnel.
2. Develop high quality content based on –
Understanding of your audience
Keyword and user intent research
Audience’s language
Information they’re actually looking for
Long content (1,000+ words) tends to rank better in organic results
Features an enticing call to action or a clear next step.
Know your readers and their buyer journeys to point your content what they want
Is written to its audience, not your peers.
Make sure the language is neither too simple nor full of industry jargon.
Content is shareable with nice social sharing buttons
Can be scanned quickly.
Use short paragraphs, callouts, bold text, bullet points, numbered lists, quotes & so.

Uses strong titles and H1s. Create enticing, actionable titles that use keywords strategically and naturally.
CoSchedule has a nice headliner analyzer tool if you need help here.
Features ideal results, common objections and/or time frames in sub-headers.
Anticipate the audience’s hopes, fears and concerns.
Is better than current SERP winners. Spy out the competition.
Review the pages that are currently ranking well for target keywords and ask yourself if your content is better.
3. Create correct content
Is free of spelling and grammatical errors. Proofread and also get it proofread by someone else.
Links to good, reputable sources. Wikipedia counts as a good source to Google.
Check the facts before publishing
4. Check your keyword usage
Avoid keyword stuffing
Organizes thematic subsections by primary related keywords.
Makes natural use of keywords and variants in content.
Makes natural use of keywords in image text. Image titles, alt text and captions are strategic places for
descriptive language. Don’t force keywords, but do use them as applicable.

Makes natural use of keywords in titles. Write for people first, but if you can keep that target keyword toward
the front of your title and/or H1, do so.
Makes natural use of keywords in the URL. This shouldn’t be too hard if you’ve used it in the title.
Makes natural use of keywords and variants in the first 100 words.
5. Some technical SEO content issues
Content loads quickly. Three seconds or less is what you’re working with. Make sure the images and other
media files aren’t slowing down the content’s performance.
Content plays well on mobile. This will not likely be an issue if the site uses responsive design, which most do,
but make sure forms and CTAs are tappable in the content, images are center-aligned and so on.
Page is included on the site’s XML sitemap. Help Google find and understand the content!
Internal links point to the content. Make sure they are relevant and they use keyword-based anchor text as
possible/appropriate.
URLs are short. Top-ranking pages have shorter URLs.

Consideration for designing good content
The following are worthy considerations, and every piece of content should cover at least a few:
Simple/Clear/Coherent
Unexpected
Concrete
Credible/Valid/Experienced
Emotional
Entertaining
Inspiring
Educational
Relevant
Deep/Thorough
Practical
Novel/Unique (in value, not just in content)
Trustworthy

How to do content analysis using Yoast Plug-in?
The content analysis tool in the Yoast SEO plugin assesses many aspects of the articles you add to your website. It
checks how SEO-friendly and easy to read your content is.
Two Important Parts – Readability Tab & SEO Analysis Tab
Steps to use Yoast Plug-in
Step 1: Put your text in the WordPress backend
Step 2: Check your readability scores
Step 3: Make some content adjustments
Step 4: Enter your focus keyphrase
Step 5: Write a meta description
Step 6: Check your SEO bullets
Step 7: Make some SEO adjustments
Step 8: Fill out the social data

SEO Analysis Tab
Readability Analysis Tab
The content analysis consists of two parts.
The first is the readability analysis, which
includes several readability checks.
The second part is the SEO analysis, where
you’ll find the snippet editor, the field for
your focus keyphrase – and various
other SEO checks.

You can
highlight results
in the text
Green – Good results
Red – Problems
Readability Tab

Readability Tab
Readability analysis includes several readability checks:
Sentence length - The sentence length check assesses what length your sentences are. It calculates how many
words you use in one sentence. It then calculates the percentage of sentences that are longer than 20 words. If
more than 25% of your sentences is longer than 20 words you should shorten some of your long sentences. Avoid
long and use sentences which hare easy to comprehend. Try to mix longer and shorter sentences, this improves the
readability of your text.
Paragraph length - The paragraph length assessment checks whether your paragraphs are too long. We advise you
to keep the length of your paragraphs below 150 words to ensure maximum comprehension while reading. Long
paragraphs tend to be hard to read and can make a text appear less attractive.
Subheading distribution - The subheading distribution check assesses whether you’ve used enough subheadings in
your text. Most texts of over 300 words need subheadings, to help readers scan the text. So, this check will notify
you if your text is longer than 300 words and doesn’t contain any subheadings. It’ll also let you know if a text
section following a subheading is too long — i.e more than 300 words –, and suggest you add subheadings to
improve the readability of that part of the text.
Consecutive sentences - The consecutive sentences check assesses whether your text contains three or more
sentences in a row all starting with the same word. This includes headings starting with the same word as the
previous or following sentences.

Use of passive voice - The passive voice assessment checks whether the number of sentences containing passive
voice exceeds the recommended maximum amount. You’ll get a green bullet if less than 10% of your sentences
have passive voice. It’ll turn red if you go over 15%. Passive voice makes your writing more distant and your
message less clear. Try to write in an active voice — it will make your writing much stronger!
Use of transition words - Transition words are words like ‘most importantly’, ‘because’, ‘therefore’, or ‘besides’.
Using transition words well makes your text much more readable, as these words give direction to your readers.
Using them is like pouring cement between your sentences: the relation between two sentences becomes apparent
by the use of transition words. The transition words check in Yoast SEO assesses whether or not you use enough
transition words. If at least 30% of the sentences in your text contain a transition word, the bullet will be green. If
more than 20% of your sentences and less than 30% of your sentences contain a transition word, your bullet will be
orange. The bullet will be red if less than 20% of the sentences of your text contain a transition word.
Flesch reading ease score - The Flesch Reading Ease check assesses if your copy is easy to read or not. It does this
by looking at two aspects of a text: how the amount of words relates to the amount of sentences, and how the
amount of syllables relates to the amount of words. If you do not use too many difficult words and you keep your
sentences rather short, the check will pass. Of course, our understanding of what is difficult and what is easy to
read really differs. But it is usually believed that a good web text can be easily understood by a 13-15-year-old.
Text presence - The not enough content check assesses whether your post or page contains at least 50 characters.
To properly evaluate the readability of your content, the Yoast SEO plugin needs a minimum number of characters.
If your post or page contains less than 50 characters, the plugin’s readability checks won’t be able to give you the
best results.

SEO Analysis Tab – Snippet Editor

SEO Analysis Tab – Focus Keyphrase Field
SEO analysis tab consists of snippet editor, the field for your focus keyphrase – and various other SEO checks

Keyphrase-based assessments
Keyphrase in introduction - Checks whether words from the keyphrase can be found in the first paragraph of the
text.
Keyphrase length - The keyphrase length assessment checks whether the focus keyphrase is present and whether it
is not too long. You can try to target a rather short keyphrase in a cornerstone article (e.g., “mountain biking”) or a
rather long one in a more specific piece of content (e.g., “mountain biking in the South France”). Remember that If
you haven’t set a focus keyphrase, Yoast SEO cannot calculate the SEO score of your page or post. By using longer
focus keyphrases, you are automatically optimizing your post for the long tail. The longer your keyphrase is, the
fewer competitors you’ll have. That’s not to say you should make your keyphrase a whole sentence. Yoast
recommend a maximum of four relevant keywords for your focus keyphrase.
Keyphrase density - The keyphrase density check assesses whether you’ve used the word or words from your focus
keyphrase often enough in your copy. It also checks if you use the keyphrase not too often in your text. In the free
version of Yoast SEO you’ll get a green bullet if your keyphrase density lies between 0.5 and 2,5%.
Keyphrase in meta description - Checks whether all (content) words from the keyphrase are used in the meta
description. A match is counted if all words from the keyphrase appear in a sentence. Multiple matches per sentence
are counted multiple times. The meta description is a short piece of text that gives search engines and visitors a sort
of summary of what the post is about. They are important because search engines might use these descriptions to
show as your snippet in the search results pages.

Keyphrase in subheadings - The keyphrase in subheadings assessment checks whether your subheadings reflect
the topic of your text as defined by your keyphrase. Subheadings should describe your subject adequately. A
subheading is considered to reflect the topic if more than half of the words from your focus keyphrase are used in
it. A subheading describes what comes next in an article — it is the title of the part that follows. By adding your
keyphrase in subheadings, you help readers understand your text. Subheadings improve readability.
Link focus keyphrase - A link is considered a competing link when its link text or anchor text contains the focus
keyphrase of the page with the link. To help you avoid this, the link focus keyphrase check assesses the links on a
page and their link text, and notifies you if you have competing links.
Keyphrase in image alt attributes -The keyword in image alt attributes checks if there are images in your post and
if there are alt-tags that use the keyphrase. If you have Yoast SEO Premium, the plugin even checks for synonyms
you added to the post. By adding an alt text, you provide users of screen readers and search engines with a
textual description of what’s on that image. This improves accessibility and your chance of ranking.
Keyphrase in title - The keyphrase in title assessment checks if you have used your keyphrase in the SEO title of
your post or page. Preferably, you add your focus keyphrase to the beginning of the title because this makes it
instantly clear what your post is about. Furthermore, try to use an exact match of your keyphrase.
Keyphrase in slug - The keyphrase in slug assessment checks if and how you have used your focus keyphrase in
your URL. Your article or page should live on an easy to remember, focused and SEO-friendly URL. To improve the
slug part of your URL, Yoast SEO checks how you’ve fitted in your main focus keyphrase and makes suggestions to
improve it.

Previously used keyphrase - The previously used focus keyphrase check assesses whether you’ve already used
the focus keyphrase for other posts or pages on your site. If you’ve used it for another post or page you’ll get a
red bullet as you should optimize only one page for one keyphrase. If you optimize multiple posts or pages for the
same keyphrase you might get duplicate content issues. This means that Google (or other search engines) get
confused about which page or post to rank for a certain query. For instance, if you optimize two posts for [baking
vegetarian pancakes] Google might not know which one to rank highest for that query. Therefore it might even
rank both articles lower and rank an article from another website higher.
Keyphrase distribution (only in Premium) - Checks how well the words from the keyphrase are distributed
throughout the text.

Text length - Every page on your site needs to contain a certain amount of words to be able to rank. How long
your text should be, depends on the kind of page: taxonomy pages require (slightly) less content than posts,
whereas cornerstone content should be exhaustive and therefore needs to contain a significant amount of words.
This check calculates how many words you’ve added on a page and whether it contains enough words to properly
rank.
Outbound links - Outbound links are links from your website to other websites. Checks if outbound links are
present and followed. The outbound links check counts the number of links you’ve added to your post or page. It
counts nofollowed and followed links. To get a green bullet you’ll have to add at least one followed link. This
means that you should put an effort into giving people credits for writing good content or providing great
answers. Google won’t find the articles on your site that don’t get any links. So if you want Google to be able to
rank an article in the search results you should add links to it.
Internal links - The internal link assessment of Yoast SEO checks whether you’ve created links to other pages on
your own website in your text. It also checks if these links are followed or nofollowed. Google follows links to
discover content on websites and to rank this content in the search results. If a post or page gets a lot of links this
is a signal to Google that it’s an important or high-value article. This counts for internal as well as external links.
Internal linking is something you control as a site owner. With the right internal links, you’ll guide your visitors
and Google to your most important pages. If you don’t want Google to follow a link, you can add a nofollow tag
to the link.
Other SEO assessments

SEO title width - Your SEO title will be visible to people who are not on your website yet. It will be shown to people
on the search engines’ results pages as the title of your snippet, and it can, therefore, be different from the title of
your post or page. This check assesses the length of your SEO title. If you haven’t created any SEO title yet, the
assessment will remind you to do so. You will also receive a bad score if your title is too short and you are not
making optimum use of the space. It is no good either if your SEO title is too long. In this case, search engines
won’t be able to show the entire title.
URL length - The ‘slug too long’ check assesses whether or not your slug is too long. ‘Too long’, in this case, means
that the slug of your URL shouldn’t be significantly longer than your keyphrase. You’ll be notified when your slug
contains 20 more characters than your keyphrase and has more than 40 characters. Having a long slug doesn’t
mean you’ll immediately get penalized by the search engines. However, it is recommended to keep your URLs, and
therefore, slugs, as short as possible.
Slug stopwords - Stop words are the most commonly used words in a language. Their function in a sentence is
more important than their meaning. Think of words like ‘a’, ‘more’, ‘the’, ‘under’, and ‘why’, for example. The slug
stop words check assesses whether your slug contains stop words.
Meta description length - The meta description is a short text you can add to your post or page. It is sometimes
shown in the snippet of your page in Google’s search results. A good meta description summarizes what the page is
about and triggers people to visit your page. This check measures the length of your meta description. It checks
whether it is too short (less than 120 characters) or too long (more than 156 characters).

Off-Page SEO - Link Building Techniques
Directory Submission
Blog & Article Submission
Press Release Submission
PDF, Video, Infographics & Photo Submission
Guest Blogging or Guest Posting
Forum & Discussion
Social Networking & Bookmarking

Off-site SEO (also called "off-page SEO") refers to actions taken outside of your own website to impact your
rankings within search engine results pages (SERPs). Optimizing for off-site ranking factors involves improving
search engine and user perception of a site's popularity, relevance, trustworthiness, and authority. This is
accomplished by other reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your
website, and effectively "vouching" for the quality of your content.
Building backlinks is at the heart of off-page SEO. Search engines use backlinks as indications of the linked-to
content's quality, so a site with many high value backlinks will usually rank better than an otherwise equal site with
fewer backlinks.
There are three main types of links, defined by how they were earned: natural links, manually built links, or self-
created links.
Natural links are editorially given without any action on the part of a page owner. For example, a food blogger
adding a link to a post that points toward their favorite produce farms is a natural link.
Manually built links are acquired through deliberate link-building activities. This includes things like getting
customers to link to your website or asking influencers to share your content.
Self-created links are created by practices such as adding a backlink in an online directory, forum, blog comment
signature, or a press release with optimized anchor text. Some self-created link building tactics tend toward black
hat SEO and are frowned upon by search engines, so tread lightly here.

Regardless of how links were obtained, those that offer the greatest contribution to SEO efforts are generally those
that pass the most equity.
There are many signals that positively contribute to the equity passed, such as:
•The linking site's popularity
•How related the linking site's topic is to the site being linked to
•The "freshness" of the link
•The anchor text used on the linking site
•The trustworthiness of the linking site
•The number of other links on the linking page
•Authority of the linking domain and page

PageRank Google Algorithm
PageRank (PR) is an algorithm used by Google
Search to rank websites in their search engine results.
PageRank was named after Larry Page, one of the
founders of Google. PageRank is a way of measuring
the importance of website pages.
According to Google:
PageRank works by counting the number and quality
of links to a page to determine a rough estimate of
how important the website is. The underlying
assumption is that more important websites are likely
to receive more links from other websites.
Currently, PageRank is not the only algorithm used by
Google to order search results, but it is the first
algorithm that was used by the company, and it is the
best-known.

Natural Link and Manually Built Links
Editorial Natural Link - This type of link is the holy grail for SEOs. Essentially, these are the links that you didn't even
have to ask for because they are editorially given by other website owners. This is much more efficient than having
to contact someone and ask them to link to you. However, you need to give someone a good reason to do so, and
you need to find ways of making large numbers of bloggers aware of that reason.
An example of a good reason may be a great piece of content that you've created which you then seeded with a
few key influential bloggers, and through that process more bloggers have naturally become aware of it. This is
hard to do and can take time, which is part of why these types of links are so highly valued. They are also the types
of links that Google often hold up as great examples, indicating that they will stand the test of time.
Manually Outreach Building Links - This is probably one of the most common types of link-building you'll perform
as an SEO, particularly if you're just starting out or your business is still quite small and unknown. It involves
manually contacting website owners and bloggers, asking them to link to you. Again, you need to give them a
reason to link to you and to be successful, you need to be contacting people who are relevant. If you're contacting
people who have no connection to your industry, then they are likely to be confused when you ask for a link.

(Eg BrightEdge link on Backlinko blog)
Right click menu -
View Source page
for HTML code
This can be natural or manually built link for BrightEdde

Self-created Links
Due to these links not being editorially given, they inherently carry less weight than the other types of links. In the
past, they have been useful for some SEOs working on certain websites, but you should use great caution in their
implementation now. A few examples may be:
Blog comments that are not moderated
Press releases with optimized anchor text
Article directories
Guest post signatures
Embeddable widgets
Infographic embeds
User profile pages
Guestbooks
Forum signatures
Directories that are not moderated
The types of links you choose to pursue with your strategy should depend on your existing link profile, but in
general, you should avoid links that are not editorially given. Instead, you should focus on the tactics that will give
you editorial links that add value to your website and business.

Quality of the Link
High Quality Link Low Quality Link
Google Penalizes
A link from a high authority page has significantly more ranking power than a low authority page.
You can easily check a proxy indicator of PageRank (“PageRating”) using Ahrefs.

Check the Page Authority & Domain Authority
Low Quality Link
Google Penalizes
Link’s quality is also determined by a domain’s sitewide authority. In general, a link from a site like NYTimes.com
will have a much bigger impact than a link from a no-name blogger. While these links are tough to get, they’re well
worth the effort.

Other factors for Quality Links
Relevancy of the site - In general, you want to get links from authority sites, secifically, authority sites that are
closely related to your site.
Link’s Position on the Page - Is your link embedded in a piece of content? Or is it buried in a page’s footer?
Is the Link Editorially Placed? - Did someone link to you because they thought your site is awesome? If so, that’s
an editorial link. Or did you create a profile on a random site and drop a link? That’s not an editorial link.
Link Anchor Text - Anchor text is the clickable text section of a link. As it turns out, Google uses anchor text as a
ranking signal. Did the link you get is have keyword rich anchor text?
Is the Link From a Guest Post? Here are some red flags that can make guest posting spammy if someone is paid to
publish the post, or the post contains exact match anchor text, or the site exists solely to publish guest posts, or
the site is unrelated to yours. But what if you publish a mind-blowing guest post on an authoritative, relevant
site? That link CAN help you rank.
Nofollow .vs. Dofollow
rel=”nofollow” is a tag added to a link that tells search engines: “Don’t count this link as an endorsement.”.
Obviously, when it comes to SEO, you want to get normal, “dofollow” links whenever possible.

Directory Submission
Directory submission is defined as the practice of submitting your website URL and its details on the web in a
directory under a particular category. This is a way which helps you to improve your link building.
Directory Submission is an off page factor which helps to optimize your webpage. In these directories, your own
website is submitted to another website.
There are different categories under which you can submit your website. For example, if you have a site related
to Health, then you will submit your site under Health category which will help you to get backlinks from them. It
very interestingly build links in one way. These directories are somewhat similar to the phone directories which
has a list of websites in each category.
There are three types of Directory Submissions:
Paid or Featured Web Listing: In this, the owner of Directories site will charge for Submission and your link will be
approved in some moment or within 24 hours. This will help you in getting backlinks from this type of submission.
Some sites offer this package for yearly or lifetime.
Free or Regular Web Listing: It is free for Directory Submission, no one charges for free or regular submission but
there is no guarantee of the websites getting approved by the Administrator. Also, this involves time.
Reciprocal Regular Web Listing: In this, a reciprocal link must be submitted to your site when you activate
Directory Link, only then the Directory administrator will approve your link.

Benefits of Directory Submission
Improve search engine rankings: When you list your website in top directories, your site will get the required
exposure online. Directory submission is a great way to build links and to boost your search engine rankings. Most
of the SEO experts argue that free directory submission sites are of no use for getting better SEO results, but they
are definitely worth giving a try.
Improve link popularity: One of the main advantage of directory submission is that you will get high-quality
backlinks. Search engines always consider the number of backlinks you. Directory submission will give your
website the required backlinks. It is a straightforward method to build links for your website. Free directory
submission is beneficial to your sites giving you SEO ranking or link diversity. But you must be sure to pick the right
DA sites to submit your sites. You can also hire people to do it for you!
Indexing of pages and blog posts: Through directory submission, you get guaranteed search engine indexing.
When you submit your website to directories, it will get indexed in the search engines. The search engines locate
your site following the backlinks from other websites.
Improve traffic to your blog: If you have used the right keywords for your submissions, your directory listings will
get listed in the search engine listings. It will send you targeted audience to your website even if your site does not
appear in top positions in the search engines.

Directory Submission Process
Step:1 Some pre-submission work. Before making directory submission
for your site, here are few simple tasks to that will help in easy
submission without much hassle. Create a notepad file and save the
following there.
Your website URL, Address and contact details & a brief describing of
your site.
Step 2: Next find some awesome and huge lists of directories. Always
keep in mind when you select any Directory site, choose that have high
DA.
Step 3: Here you can find the option to Submit / Submit Website /
Submit Your Website / Add Website.
Step 4: You can get both the option there Free Listing & Paid Listing
Step 5: Then you need to submit your website & business detail in the
form provided.
Step 6: After that you receive the final submission confirm email
Step 7: DONE

Directory
Submission
Example
Hotfrog
Directory

Provide your
business details
You will receive an email confirmation
to verify your listing, and then choose
a password for your account.

Submit your blog in Blog Submission Directories
If you want to give more exposure to your blog,
and there are various ways by which you can
increase your blog exposure and also improve
traffic. Submitting your blog to blog directories
will help you in multiple ways:
Your blog will be exposed to a completely
new audience.
Traffic from blog directories is highly
targeted.
You will be generating a good number
of backlinks to your blog.

Blog Submission Process
Step:1 Some pre-submission work.
Before submitting your site here is a simple task to perform. This will actually help in easy submission without much
hassle.
Create a notepad file and save the following there.
Your blog URL,
Your blog’s RSS feed URL,
Your social profile links.
And a brief excerpt describing your site (some directories need this.)
Step: 2 Find some awesome and huge lists of blog directories.
Step: 3 Choose the blog directories based on your choices, like number of blogs associated, PR of the site (if you are
solely considering backlinks), alexa rank, domain authority, spam score, no. of indexed pages in Google etc.
Step: 4 Choose a directory
Step: 5 Choose a relevant category for your submission.

Step: 6 Dig deeper to choose a preferable sub-category.
Step: 7 Choose the category/sub-category that fits your blog’s niche accurately.
Step: 8 Once you found the appropriate sub category submit your site.
Step: 9 Fill on the details from the notepad file you just created.
Step: 10 Submit.

Check the Blog Directory – DA & Spam Score
Represents the percentage of
sites with similar features
we've found to be penalized
or banned by Google.
97% of linking domains are having spam score of 1-30%

Create your account in Blog Directory

Submit or Add your blog from the Dashboard

Wait for approval or upgrade your account to get approved soon

Article Submission
Article submission is the process of submitting an article related to your website or business to high quality
websites which accepts free article submission. The purpose of doing article submission is to increase the visibility
and the popularity of your website. When it comes to online article directories, you can choose between free and
paid websites. The purpose of publishing articles remains the same regardless of whether you are doing it for free
or paying for them. The general guidelines for posting articles are also similar across the range of article submission
sites. So, it comes down to selecting the top websites for submitting your article to optimize their potential and
make the most of this method for online marketing.
Publishing to a free article submission website or even a paid one involves a few steps you have to follow:
Creating SEO-friendly and keyword-rich content for your articles
Finding the top 100 article submission websites
Submit article link to as many websites as possible
Use the resource box to provide a link to your website or landing page.
The ideal strategy to follow is restricting your list to the websites for article submission that have a high PageRank.
That way, you are assured of having a large number of people reading the content you have posted. Before you
select an article submission website for posting, it is a great idea to go over the best options available to you, both
paid and free.

Choose the Article Submission Directory

How to write and edit an article ?

Write your article, preview it & submit it

View your unpublished articles
You can also see the performance of your article

Press Release Submission
The concept behind press releases is that they should be used to share newsworthy content with interested
parties. Press releases can also be used to complement your existing SEO strategy which may already include a
social presence, blogger outreach programs, blogging, or content marketing.
Press releases today no longer hold the same SEO value they did several years ago, as Google started recognizing
that some companies were using them principally to gain backlinks, rather than for sharing news topics.
Here are a few examples to get you started:
Launched a new product, service or program? Worth sharing
Upcoming campaign or events? Worth sharing
Attending an exhibition? Worth sharing
Speaking at a conference? Worth sharing
Won an award? Worth sharing
Opened a new distribution channel? Worth sharing
Good quarterly results? Worth sharing
Won a new customer? Worth sharing
Merger or acquisition? No doubt that it’s worth sharing

In today’s SEO world, press releases provide more indirect value than direct value. Direct value comes when the
press release URL itself is ranking in search engine results pages (SERPs), which is possible, albeit rare. For
example, a press releases that appears in the “News” section of a Google search can drive organic traffic to your
website, generating buzz and brand awareness. You can also get direct value from the link of the press release
site.
Th real gold of a press release lies in the indirect value it generates. If your press release is unique, eloquent,
valuable, and attention-grabbing, then a newspaper, media outlet, or other blog is more likely to pick it up and
champion it. When they do so, your company gets that golden link, mention, citation, buzz, referral traffic, etc.
from all of these outside sources, not just from the submission site.
Other SEO benefits that come from a press release submission include:
Natural links from outside sources (i.e. the stuff that builds back links and site authority)
Brand Visibility
Brand / Name recognition
Referral traffic
Benefits of Press Release Submission

A typical PR issued by SEOTech Experts

How to release a PR
(Example – www.pr.com) ?

Check the preview and publish the PR

Video Submission in SEO
Video submission is one of the best off-page SEO techniques which can improve your rankings and also drive
traffic to your blogs and website. Video Submission is a process of submitting your videos in video
submission sites to get quality backlinks. Also, Video submission sites are very effective in increasing brand
awareness as well as promoting a brand.
However, it is important that you submit your videos to sites which have High PA, DA, Moz Rank and Alexa Rank.
Some of the important SEO benefits of video submission on High DA Free Video Submission Sites are listed here,
Video submission is one of the best methods to build high authority backlinks
It is an important part of the off-page SEO strategy
Videos can help drive relevant traffic to your posts
People are three times more likely to link to videos
Videos tend to get viral and acquire quality backlinks
Videos convey that you wish to communicate something important
When you create your profile on video submission sites, you can add a link to your website.

Video Submission Guidelines
First and foremost you need to create a good quality video. Some of the popular types of videos are:
Discussion with a co-host on a controversial topic
Interviewing an influencer or expert in your niche
‘How to’ videos or tutorials
Product review or unboxing videos or explainer videos
There are certain guidelines which you should follow while submitting your videos on High DA Free Video
Submission Sites. These guidelines would help you rank your videos on Google Video, Youtube, and other video
sites:
Including your keywords in the title and description of your videos
Make sure the keywords appear natural to crawlers and bots
Use a catchy title to improve the click rate in feed or search results
Write a thorough and relevant description
Tag and categorize your videos correctly as per your niche
Make your video embeddable
Include a good thumbnail image

Top 5 High DA Free Video Submission Sites

PDF Submission
PDF submission is a service that provides maximum visibility to your website through promotion and getting
links.PDF submission is one of the best back link technique.
PDF submission sites list are in greater prominence after document sharing sites emerged as effective SEO tools.
They allow uploading documents in many formats; the word (*.doc) venerable PDF (*.pdf) or Open Office Word
(*.odt) formats.
The PDF files will be handy in sharing documents such as brochures, magazine articles to save the original
graphic appearance. Document sharing sites have been attracting great traffic as a source for research
documents and in-depth study papers.
Benefits : As far as, do follow PDF submission sites list are concerned, they are gold mines for harvesting
backlinks and expanding authority and traffic at the shortest possible time. Other benefits are:
Faster indexing by Google
Flexibility to use flashy formatting in content including images
Option to upload articles to multiple sharing sites without caring for duplication
Ease of adding affiliate links to articles

Tips for Successful PDF File Submission
In hiking the indexing rate, please use the following tips:
Converting scanned PDFs into text using OCR or Adobe Acrobat Optical Character Recognition (OCR) is important
to allow search engines to read files.
A good title for the PDF document is essential. It must defend the content’s context adequately. Also separating
words in the PDF text with dashes than spaces or underbars are also very crucial. This is because search Engines
prefer dashes as words tend to break up in filenames while the algorithm is at work.
PDF files not only improve online presence but also help in attracting potential customers to business sites. A
major outcome of PDF submission is link diversity as a majority of the websites are linked to social media, blogs,
and article directories.

Example PDF Submission by Search Engine Land using SlideShare

Infographics in SEO
Infographics allows you to quickly get your infographic out
there, while gaining SEO benefits, such as backlinks and social
signals. In addition to that, it helps your infographic get noticed
and, if designed with virality in mind, shared and spread
throughout the internet.

Infographics Submission
There are lot of site which allow
infographic submission.

Image Submission in SEO
Image submission in SEO involves leaving images related to your website in different image sharing or submission
sites. It entails choosing the right image, alt text, file format, and description.
You can make image submissions either by posting images on your website or submitting images to various image
submission sites. Popular sites include Facebook, Pinterest, Google+, Tumblr, Twitter, Flickr and Instagram. To
submit an image on any of them, simply create an account and post your images.
Optimize the Images with Good SEO for the following:
Image Selection
File Format
Image Optimization
File Name
Alternative Text
Sitemaps

Guest Blogging or Guest Posting in SEO
Guest blogging — also known as guest posting — is the practice of contributing a post to another person's blog
in order to build relationships, exposure, authority, and links. Guest blogging establishes a relationship with the
blogger hosting your post, taps into their audience for additional exposure, and helps you establish authority
among an audience.
Guest Author @ Inc.

Branding - Whether it’s your own brand or that of the business you represent, guest blogging offers the
opportunity to make yourself known to a wider audience.
Build your personal reputation - If
you know your stuff and can write
well, then writing guest articles
provides a platform for your insight.
Instead of doing it for links, writing
posts that have real value and tell
potential customers how much you
know is more likely to win clients
over. It’s a chance to show how
clever you are.
Why Guest Blogging or Guest Posting ?

Method #1: Find Guest Post Sites - Visit all the blogs listed one by one on every page in search results. Most likely
you will find really great blogs this way, but only few of them might accept guest articles from contributors. There
are an almost endless amount of combinations that will help you to find blogs that are interested in accepting guest
posts. A few examples are :
Using Google search strings:
"guest author" "keyword"
"guest post" "keyword"
"keyword" inurl:contributors
"keyword" inurl:authors
intitle:"guest post" "keyword"
inurl:"keyword" "contributor"
Method #2: Follow People or Companies who Actively Guest Blog - One of the best ways to find great guest
blogging opportunities is to find others who consistently contribute quality guest posts to industry-related websites.
Most people and companies share their posts via social media profiles. Try this search string to find sites where a
specific person or company published a guest post: “person name” OR ”company name” “guest post”.
How to target Guest Blogging or Guest Posting Sites?

Method #3: Google Reverse Image Search - Find someone in your niche that writes a lot of guest posts. Grab the
URL of the headshot they use in their author bio:

You get a list of places they’ve guest posted. This will give you an idea about them.

Method #4: Twitter Search - Look through the results to find guest posting targets and opportunities.

Method #5: Analyse Your Competitor’s Backlinks - Look through the results to find guest posting targets using MOZ
or any other SEO tool.

Look into all these backlinks
which DSIM got and from
where. Try to find out the
Guest Post sites from these
backlinks.
Example let us check this
backlink

Right click to view the page source to
understand about the link (No Follow
or Do Follow Link).
This is a good and relevant do follow
backlink provided by Marketo to
DSIM.
Marketo is referring to one of the
blog of DSIM in their blog.

Method #6 : Use www.alltop.com - Find your topic, and you’ll get a list of the best blogs in your niche.

Step #1 Get Your Guest Post Ready - If you’re just starting out, focus on blogs that aren’t that popular. These
smaller blogs will be much more likely to accept your guest post. Then, as you get more posts under your belt,
you can level up to more popular sites.
Guest post on sites that:
Have an authoritative link profile
Are in your niche (or a related niche)
Only post high quality content
Can bring you targeted traffic
Won’t bury your link in a tiny author bio box
Have a significant amount of social media followers
Step #2: Send Your Pitch (Send e-mail, correspond)
Step #3: Write Your Guest Post
Step #4: Follow Up & Get Link
Step #6: Expand your Guest Posts
How to start Guest Blogging or Posting?

Please check these links
https://www.websitehostingrating.com/list-of-200-websites-that-accept-guest-posts/
https://www.outreachmama.com/guest-posting-sites/#list-guest-posting-sites
https://www.writersincharge.com/definitive-list-blogs-accept-guest-posts/
However you can make a list of your own target sites for guest blogging.
List of Guest Blogging or Posting Sites

How Guest Blogging or Posting helps in SEO?
Backlinks - The primary impact guest blogging will have on your site's SEO is through your site's link profile. As you
contribute to new sites, you should secure new links on new websites (where you contribute your post). Backlinks
are one of the most important ranking factors in SEO, and will be for the foreseeable future. There are a few
aspects to how Google gauges a link. This includes the domain and page the link is on, the placement of the link
on the page, and the anchor text (the clickable part of the text). Let us see how to use the links you earn from
guest blogging to improve your SEO strategy. you should aim (in most of the cases) for a normal link from blogs, but
don't sweat a few nofollow links in the process.
Link Placement - Ideally your link will be placed within the body of the article, relevant to the surrounding context
and supporting the article. Guest posts also commonly have a biographical paragraph that speak about your
background and/or your company. Typically the author includes a link explaining their background within the bio.
That is pretty fine, but you should be willing to ask the blogger for a link in the article’s body, particularly if it serves
value to the post, the reader, and makes sense in context. It creates a more natural link - for the reader, for your
website, and should support your post. It's not only better for SEO, but it's more likely to actually be clicked by
readers.
Anchor Text in SEO - The anchor text in a link are the words hyperlinked. Anchor text clues search engines and
users alike into what the page is about, and can have a large impact on rankings. For instance, if you want a certain
page to rank for ‘social media marketing’ on Google, then you might want to have lots of links with that particular
anchor phrase pointing to that certain page.

Forums & Discussion in SEO (Commenting & Posting)

Forum link building/Posting service is a SEO technique which helps in building back links to your
website. Forum Posting is an Internet Marketing service which uses forum communities to build inbound
links. Forum Posting is an ideal method to quickly build inbound links to your website.
Forums can be a great tool for promoting your website’s link to a niche group of interested people. With a focus
on promoting links, most webmasters simply spam forums and never contribute anything useful or worthwhile.
Not only will this not get anyone to click, you will likely end up getting banned from the forum and your links will
be removed.
Whenever you are logging into a forum, remind yourself of the magic mantra:
Give more; take less.
Remember to contribute more in value than you are getting from placing a link there. This builds a great deal of
trust with the members of the forum, making them more likely to check out your site.
It may seem counterintuitive, but the member who appears the most selfless is the one who will get the most
benefit. This is because you are giving a lot of value to other members, and you are giving a signal to the
moderators of the forum that you are not there to spam. Because of that, an occasional link to your website
inside of a relevant discussion will not only be condoned, but you will also be thanked for providing such
“valuable” information.

How to create DoFollow Forum Backlink ?
Find relevant forums with high DA & good ranking.
Find out if the links in the forum are DoFollow or not.
If yes, create your account and start commenting.
Provide valuable comments and actively engage in discussion.
Establish a connection with the moderator of the forum and build trust.
Provide comments with occasional & relevant links (will not be condoned).
Follow up for approval.
Review the approved comment & ensure the link is DoFollow.

How to check the comments on your blog?

How to edit the comments on your blog?
Requested backlink
Comment to be edited or approved
Details of the author/
Commenter
Mark status as “Approved” or “Spam” or move to bin

How to approve the comments on your blog?

Check the approved comments on your blog page
Approved comment on the actual blog page
Backlink earned by Patriot Alliance Reviews.
Author Backlink earned by
Patriot Alliance Reviews.

Is the earned Backlink – DoFollow or NoFollow?
Backlink earned by Patriot Health is a “NoFollow” link
Author backlink earned by Patriot
Health is also a “NoFollow” link

How to remove “NoFollow” attributes of commented links?
Install & activate a
suitable plug-in for
removing “NoFollow”
attribute of the link in the
comment.
Generally, the links in
comments have
“NoFollow” attribute by
default.

Check the settings of the “Remove Nofollow” Plug-in

Inspect author link in the comment on the blog page
This is a Dofollow author link

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