SEO 101The SEO BasicsCreated by: MaritesManahan
Search Engine Optimization refers to the collection of methodsand process that allow a site to get more traffic from searchengines (Google, Yahoo, Bing). Its goal is to make a particularwebsite as search engine friendly as possible.SEO can be divided into two main areas:1. off-page SEO (work on the external part of the website) and,2. on-page SEO (work on internal part of website to help makeyour website rank better).Remember, a website is not fully optimized for search enginesexcept that it applies both on and off-page SEO.What is SEO?
Four SEO BenefitsBefore you can get your pages to rankfor your targeted keyword phrases,you need to be sure that the searchengines can first find them, andsecond decipher them. This goes backto making sure that you have astrong, search engine friendly websitearchitecture. You do this by ensuringyour links are properly navigable. Thenavigation of your site must have aproperly established hierarchy, andyour content needs to be readable.
Two Process In SEO1. Natural or Organic SEO is the process of creating andimproving websites in a natural way which is not involvepayment. Its goal is to create a search engine friendlywebsite both for the visitors and search engine. It is along time to build.2. Paid SEO or PPC is a manner of paying the searchengine to appear in their ads like Google Adwords. PayPer Click (PPC) search engine advertising (PPCSE)allows you to quickly leverage the traffic in search enginein forms of bidding or paying for keywords related to theproduct or services.
RankingsAll SEO always want to have a good rankings and rankings are animportant part of SEO.Many people think that they are losing a particular amount intheir business because they are not rank in number 1. Thereare different ranking procedure and bounce rates. Itsimportant to understand that rankings are just providing away in the door and dont make sales.
VisitorsYou will start to see visitors that counts in your statistics onceyou get rankings. This is good but will not be your ultimategoal unless you are get paid in a cost per impression basis.People think that site visitors are those who seek information,filling out forms, shopping, buying and those who return tobuy more. Although, technically speaking, websites are notactually visited even in an electronic form.
ConversionsSEO is not just helping you to get good rankings and driving trafficfor your websites. It goals is also to get conversion orROI(Return On Investment. Helping conversion counts andpercentage is also a good sign for businesses.Conversion could be; a comment on your blog, a download fromyour site, a follower on twitter and even a purchase of product.Knowing your conversion can help you set your optimizationgoals to acquire them.
Keyword AnalysisThis is the first step in SEO. In Keyword Research we choose thebest keywords for our web pages. This is the most importantpart of SEO. We will choose the keywords which has goodtraffic volume. And we make sure that the keyword is relatedto our webpage.For example:our website is related to real estate.Then our keywords will be like this:commercial real estate, real estate, real estate brokers,
So, we choose the related keywords for our web pages. InKeyword Research we will decide the targeted keywords forour webpage. The complete keyword Research has beenclearly explained in this SEO Tutorial.We use different tools for searching the keywords. Generally weprefer the free and best tools. In my opinion the free and bestof all tools are:1. Google adwords keyword suggestion tool.- https://adwords.google.com/select/KeywordToolExternal1. Word tracker keyword tool.- http://labs.wordtracker.com/keyword-questions
COMPETITION ANALYSISAfter choosing the keywords we prepare the competition analysis for thekeywords. That means we search with the targeted keyword in the searchengine and take the top 10 SERP listings. And prepare the analysis of eachsite of the top 10 list of the targeted keywords.The competition analysis includes the no. of Backlinks, Domain age, SERP rank,page rank etc.We will gather the information of every webpage which are listed in top 10SERP lists. To gather these above details we use different types of tools likeSEO QUAKE, SEO4FIREFOX etc. Competition analysis tells us about thecompetition for the targeted keyword in the search engine. So byobserving the competition analysis we can analyze many things like
Things To ConsiderRelevance: How closely the search term matches the sitesproducts, services and content. Generally, how relevant is thekeyword to your business?Specificity: How broad or specific a term is.Popularity: How often the search term is searched for on majorsearch engines. Being popular isnt the most important thingbecause it is usually more competitive and less specific.Competitiveness: How many companies are pursuing thekeyword? YOu can look at PPC bids to see how much is being
On-Page OptimizationThis includes providing good content, good keywords selection.putting keywords on correct places, giving appropriate title toevery page etc.Google search engine is now following these on-page factorsstrictly. Besides this Backlinks are needed for the better SERPrank.After choosing the best keywords we will make sure that thetargeted keywords are well optimized in the web page.
The list of all On-Page Factors:Keyword should be• present in the title tag• be written in meta keyword and meta description• be available in the file name or web page name.• be available in the content of the web page.• be written in h1 tag at least once.• Keyword density of the targeted keyword should be around2% to 7% for better results.
Off-Page OptimizationIs something which is done off site and usually not visible on thewebsite however results in pushing the ranking higher onsearch engines, it is a regular process and must be doneethically for better and long term results.This includes link building, increasing link popularity bysubmitting in open directories, search engines, link exchangeetc.This is the final part in the SEO Tutorial. After completing all theabove factors we will start doing the off-page Optimization.
This is a time taking process. We had clearly mentioned all theOff-Page factors in this SEO Tutorial.It includes:1. Blog submissions2. Classified submissions3. Press releases4. Social bookmarking5. Article submissions6. Forum postings7. Profiling8. Video submissions9. Directory submissions10.Local business center submissions
How Search Engine Works?After creating the website we submit it to the Search Engineslike Google, Yahoo, MSN, etc. The URLs are stored in URLServer and it send the URL list to the Crawler(Google bot,Spider Viewer).Crawler crawls(downloads) the web pages. The downloadedpages are send to the repository and then to the indexer. TheIndexer calculates the Pagerank and stores them in an orderbased on keyword and page rank.When we search for the particular query(keyword) the searchengine retrieves the web pages which are related to thequery search that has done by the user and displays them inthe search engine results page based on the order of the pagerank.
What is SERP?SERP stands for Search Engine Results Page.The list of web pages displayed by the search engine in aresponse to a query search in the search bar of a searchengine. When a query(keyword) search is done.The search Engine displays the results which are matching withthe keyword in the Page. It contains Paid Results and OrganicResults.We do SEO to optimize the webpage in organic results. Organicresults are also called as Natural Search Results. And PaidResults is part of SEM(Search Engine Marketing).
To List our web page in the sponsored list we have to pay someamount to the google adwords to show them in the paidresults listing in the Search Engine Results Page.The Organic results are displayed depending on the Page Rankand relativity of the Keyword. Google follows strict algorithmsto filter the web pages in order to show the best results to theuser.
• Pagerank• Keyword Density• Keyword Proximity• Keyword Prominence• No:of Indexed Pages in Google search engine• Age of the Domain Name• No. of Backlinks etc...There are many factors like:Factors Considered in Optimizing thepages in Organic Results
PageRankPageRank (PR) is a ranking system that previously was thefoundation of the infamous search engine, Google. Whensearch engines were first developed, they ranked all websitesequally and would return results based only on the contentand meta tags the pages contained.At the time, however, the PageRank system would revolutionizesearch engine rankings by including one key factor: a sitesauthority.
What is Inbound and Outbound Links?Inbound links are the links from web page of other websites toour website. Inbound links are very important in getting goodpage ranks. Inbound links are otherwise called as Backlinks.Inbound links decide the Pagerank of our website. Good pagerank increases the importance of the website in the worldwide web.Outbound links are the links which are linked from my websiteto the other website. Then we say that I have an outboundlink. These does not affect the pagerank.
What is Backlinks?Backlink is an inward link to your site that may or may notbe reciprocated with an outward link back. If page A linksto page B then a back link would be a link which goesfrom page B back to page A.It acts as one of the key factors in determining the rankingof your website. It helps you to have a track of the otherwebsites on the web that link to your URL.
What is Google PageRankCalculation?PageRank Calculation completely depends on the numberof Inbound links or backlinks. That is number of linkswhich you got from other sites.If the number of Inbound links got increased simultaneouslyYour Page Rank get increases. Quality Inbound links areprecious for the hike in PageRank. If there is no QualityBacklinks you will not get any PageRank.
What is Short & Long Tail Keywords?Keywords are the searches done in Search Engines.For Example:If you want to search about Real Estate. Generally wesearch using terms likeExample:Real EstateReal Estate in MakatiReal Estate Manila
If the number of words is less than or equal to 3 then thekeywords are called as Short Tail Keywords.Example:seo tutorialseosearch engine optimizationShort Tail Keyword
Long Tail Keywords:If the words are more than 3 in a keyword or query. Then it iscalled as Long Tail Keyword. Short Tail Keyword searches aredone more when compared to Long Tail keywords in thesearch engine.Example:optimization tipsfree search engine submission listsearch engine optimization services in london
To search on a topic on the Google we simply type the querytext in the search bar of the Google search engine. When wetype the query in the search bar, Search engine uses ANDoperator and OR operator to search for the queries.There are some tips on google searches which helps in filteringthe search content as per our requirement.Search for an exact word or phrase "search query"Use quotes to search for an exact word or set of words in aspecific order, without normal improvements such as spellingcorrections and synonyms.
Exclude a word -queryAdd a dash (-) before a word to exclude all results that includethat word. This is especially useful for synonyms like Jaguar thecar brand and jaguar the animal. [ jaguar speed -car ]Tip: You can also exclude results based on other operators, like excluding all results froma specific site.[ pandas -site:wikipedia.org ]Include similar words ~queryNormally, synonyms might replace some words in your originalquery. Add a tilde sign (~) immediately in front of a word tosearch for that word as well as even more synonyms.[ ~food facts ] includes results for "nutrition facts"
Search within a site or domain site: queryInclude "site:" to search for information within a single websitelike all mentions of "Olympics" on the New York Timeswebsite. [ Olympics site:nytimes.com ]Tip: Also search within a specific top-level domain like .org or .edu or country top-leveldomain like .de or .jp. [ Olympics site:.gov ]Include a "fill in the blank" query * queryUse an asterisk (*) within a query as a placeholder for anyunknown or "wildcard" terms. Use with quotation marks tofind variations of that exact phrase or to remember words inthe middle of a phrase. [ "a * saved is a * earned" ]
Search for either word query OR queryIf you want to search for pages that may have just one of severalwords, include OR (capitalized) between the words. Withoutthe OR, your results would typically show only pages thatmatch both terms. You can also use the | symbol betweenwords for the same effect. [ olympics location 2014 OR 2018 ]Tip: Enclose phrases in quotes to search for either one of several phrases.[ "world cup 2014" OR "olympics 2014" ]Search for a number range number..numberSeparate numbers by two periods (with no spaces) to see resultsthat contain numbers in a given range of things like dates,prices, and measurements. [ camera $50..$100]Tip: Use only one number with the two periods to indicate an upper maximum or alower minimum. [ world cup winners ..2000 ]
Dont do the followings:• Dont keep hidden text on your web pages.• Dont create alt image spamming by putting wrong keywords.• Dont use meta tags stuffing.• Dont use frames and flash on your site.• Dont exchange your links with blacklisted sites.• Dont try to fool your site visitors by using misspelled keyword.• Dont send spam emails to thousand of email IDs.
• Dont use too much graphics on your site.• Dont create too many doorway pages.• Dont try to create duplicate content of pages.• Dont submit your website many times in a single search engine.• Dont use sub-directory depth more than 1-2.• Dont create too many dynamic pages. Try to convert them into static pages.• Dont bloat your pages with code.
• Pay attention to your dynamic page URLs. Google can crawland index dynamic pages as long as you dont have morethan 2 parameters in the URL.• Check your complete site for broken links. Broken links willreduce your other pages rank as well.There are various other tips which can help you to optimizeyour web site for many Search Engines.
“…The objective is not to make your links appear natural”; the objectiveis that your links are natural.”- Matt Cutts, mattcutts.com“Even the best SEOs are not magicians. They cant simply place a site atthe top of the engines when there are hundreds of thousands (if notmillions) of others that offer basically the same thing, and providebasically the same information. If they could, youd see a whole lot moremillionaire SEOs.”- Jill Whalen, highrankings.com“Google only loves you when everyone else loves you first.” -WendyPiersall, problogger- End -