SEO Guide for Search Engines and Website Optimization

Created by
New Web Dimension
SEO Institute in Delhi

Content
Search engines
SE Indexing
SEO
SEO Definition, Impostance
Natural listing.
SEO Techniques
10 Essentials SEO Practice

is a tool that enables users to locate information on the World
Wide Web. Search engines use keywords entered by users to find Web
sites which contain the information sought.

• SEO is a process of trying to get
higher ranking from the Search
Engine.
• Focused exclusively on attracting
the natural or organic listing.

The process of structuring a web page so that it is found,
read, and indexed by search engines in the most effective
manner possible.

The process of modifying a website to increase its ranking in
organic / crawler-based listings of search engines.

This process improved webpage so their rank higher in
search engines for our target keyword.

Successful search helps this site gain top positioning in the
search engines results pages of search engines such as
Google, Yahoo and MSN for relevant words and phrases.

 > 90% online user uses search engine to find products and info
(iprospect.com).

 Your website will constantly feature on page one of the
search results for terms that best describe your business.

 Natural search receives 250% more traffic than paid search.

 1st page of SE result get at least 80% clicks.

 If your website is not found within top 30 result (page 1, 2 and
3) no one will find it.

A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
Based on this data, the SE then indexes the pages and ranks
the websites
Major SEs that index pages using spiders: Google, Yahoo,
AltaVista, MSN, AOL, Lycos

 Organic searcher
 A search performed by a search engine that displays the links on
the results page in order of relevancy.
 Also called a "natural search," the ranking order is based on
some algorithm such as Google's notable method that uses
"back links."

 Contrast with "paid ads," which appear up front on the first page
because they were paid for by their advertisers.
 See search engine and vertical search engine.

URL Submission
Google - http://www.google.com/addurl/
Yahoo! - http://siteexplorer.search.yahoo.com/submit

Bing - http://www.bing.com/docs/submit.aspx
http://www.google.com/support/scholar/bin/request.py

Domain name strategies
• domain names are traffic magnets
> 63 million domain names registered
• choose a domain name that will increase your search engine ranking.
• Register for >5 years – registered longer is more serious business.
• use keywords, location, advertising terms, product names.
• choose a keyword that is important for your business.

Put Keyword tag
<html>
<head>
<title>Pengenalan Kepada PECAMP</title>
<meta name="keywords" content="PECAMP, Persatuan
Capaian Maklumat dan Pengurusan Pengetahuan, capaian
maklumat, information retrieval, pengurusan pengetahuan,
knowledge management" />
<meta name="description" content="PECAMP - Persatuan
Capaian Maklumat dan Pengurusan Pengetahuan" />
…

No meta tag, not good for your
rank

- the most important in optimizing rankings

- research what keywords are people searching for using tools e.g. Word tracker
(www.wordtracker.com)

- keywords are words that appear the most in a page

- the spider chooses the appropriate keywords for each page, then sends them
back to its SE

- your web site will then be indexed based on your keywords

- can be key phrases or a single keyword

- do not use common words e.g. ‘the’ ‘and’ ‘of’: spiders ignore them

- write keyword-rich text

- balance keyword-rich and readability

- always have text in your page: at least 100 words

Generate Content
Content is the king
 This is to generate more traffic from the search
engine, because if there’re more content than there
will be more keywords. More keywords indexed in
the search engine, surely more traffic to the website.

Linking strategies (Backlink)
- the text in the links should include keywords

- the more inbound links the higher the SE ranking

- If the site linking to you is already indexed, spiders will also receive your site

- quality of inbound links is critical

- how to increase links:
a) creative content / copywriting
b) good outbound links
c) target a list of sites from which you can request inbound links

- links for the sake of links can damage your search rankings

Use Search Engine Friendly URL
Good URL
http://www.pecamp.org/web/senarai-ahli.html

Bad URL
http://www.kuis.edu.my/v2/index.php?
option=com_content&task=blogsection&id=12&Itemid=
72

Use Search Engine Friendly URL
Joomla
In Global Configuration, set this SEO settings

Track user reference/keyword
Use Google Analytics
http://www.google.com/analytics/


10 essentials SEO strategies
Excerpt from http://www.elated.com/articles/10-
essential-seo-strategies/

1. Write good content
This is maybe the most important strategy of all. If
your pages contain good, relevant, useful content,
search engines will be more likely to rank your page
higher for relevant searches. As an added benefit,
good content will encourage more sites to link to
your pages, thereby further increasing your search
engine ranking.
It's also good to update your content regularly.
Visitors like fresh content, so they will visit your site
more often. More visits lead to more links to your
content, which ultimately results in more traffic.

2. Do your keyword research
 Don't target a key phrase just because it sounds right to you, or
because it gets a lot of searches.
 Think about what you ultimately want visitors to do on your site
(your conversion goals), then find out what keywords people
search for when they want to achieve those goals. Use tools such
as Google Analytics to see which key phrases result in the most
goal conversions.
 Stay away from 1-word (or possibly even 2-word) key phrases that
have thousands of competitive sites in the search results. Instead,
use tools such as Word tracker and the Ad Words Keyword
Suggestion tool to find relevant niche key phrases with high
search volume and low competition.

 For example, if your online store sells Mega Widgets in the Boston
area, target the key phrase "mega widgets Boston", rather than
just "widgets".

3. Use your keywords wisely
 Once you have a good list of key phrases, deploy them sensibly throughout your
site pages. Make sure you've used your keywords in the following text blocks (these
are in rough order of importance, most important first):
 The title tag
 The h1 and h2 headings in the page
 Link text (in links within the page, and in links from other pages)
 The page URL
 Image alt text
 Bold and italicized text
 Also make sure your keywords have a reasonable density (i.e. they appear fairly
often in the above text blocks — but not too often) and prominence (place them
near the start of each text block).
 Make sure you use text rather than images in the page where possible. This is
particularly true of navigation menus. If you must use an image, make sure it has
keyword-rich alt text.

4. Get other sites linking to yours
 Most search engines rank sites more highly if they're linked to by other,
well-respected sites.
 The key here is "well-respected". Just getting linked to from hundreds of
reciprocal link pages is not going to do much for your ranking. Target a
few relevant, good-quality sites and directories that are full of useful info
and rank well on the search engines, and try to get a link back from them.
 Free or Pay.
 Getting links from other high-quality sites can be a challenge. Here are
some tips:
 A "link to this page" function on each page of your site makes it easy for
other webmasters and bloggers to link.
 Get in touch with the site owner and strike up a friendship. You're much
more likely to get a link back from someone who knows you.

5. Structure your site for SEO

Your site structure can play an important part in optimizing
your pages. Make sure your pages contain plenty of links to
other important pages in your site, and that it's easy to get to all
sections of your site via your homepage or navigation menu.

Not only does this make it easier for visitors and search engines
to find your content, but it also helps to spread your site's
authority score (such as Google Page Rank) more evenly
throughout your site pages.

A sitemap can really help here, as it lists all your site content on
one, easy-to-use page — great for visitors and search engine
spiders alike.

6. Analyze your site
It's important to track your site's SEO performance so that
you can see if your efforts are paying off.
Use many free analysis tools out there, including:
Yahoo! Site Explorer — Lets you find out detailed search-
engine-related info on each page of your site, including the
most popular pages and the inbound links to each page.
Google Webmaster Tools — Gives you all sorts of details
about how Google sees your site, such as problems crawling
your pages and suggestions for how to improve your HTML.
Google Analytics — Reports on vital traffic data such as
visitors, page views, traffic sources, keywords, and lots
more. Also lets you set up goals so you can see how well
your SEO campaigns are performing.
SEO Book and SEO Chat — these 2 sites offer a large range
of free, Web-based SEO tools, many of which give you
useful information about how your site is faring in the
search results.

7. Keep abreast of the latest SEO
news
 Search engine algorithms change constantly, and it pays to keep up to
date with the latest changes and SEO strategies. The following SEO sites
are well worth bookmarking or subscribing to:
 Search Engine Watch is a huge SEO resource, including articles and white
papers on SEO and SEM (search engine marketing), as well as some busy
SEO forums.
 Matt Cutts' blog — Matt is a Google engineer, and in his blog he
frequently discusses the latest changes at Google that can affect SEO.
 Sphinn is a social bookmarking site for SEO topics. Great for finding out
what's new and hot in the world of SEO.
 SEO Book features a comprehensive, paid SEO training program, a
regularly-updated blog, and some handy free SEO tools such as keyword
suggesters and rank checkers.
 SEO Chat contains a large number of SEO articles, a huge range of free
online SEO tools, and a big forum community.

8. Avoid black hat techniques

 SEO techniques come in 2 forms:

 White hat techniques play by the rules of the search engines, and
aim to create high-quality, relevant content.
 Black hat techniques attempt to "game" the search engines by
using techniques such as keyword stuffing (overusing keywords in
a page), hidden text, and cloaking (presenting different versions
of a page to real visitors and search engines).
 Black hat SEO techniques can sometimes produce a short-term
hike in traffic; however such sites invariably get weeded out — or,
worse, banned altogether — by the search engines. Black hat SEO
simply isn't worth the risk if you want to build a long-term stream
of traffic from search engines.

9. Watch out for duplicate content
 Search engines dislike pages that basically contain the same content, and will give
such pages a lower ranking. Therefore, avoid duplicate content URLs on your site.
 Many factors can result in a search engine seeing 2 URLs as duplicates of each
other — for example:
 Articles republished from other websites
 Print-friendly versions of pages (make sure you exclude such pages from search
engines with a robots.txt file)
 Similar product info pages that contain very little changing content apart from the
product name and image
 Session IDs in URLs, or other URL parameters that result in different URLs for the
same page
 Displaying your site at multiple domains — for example, www.example.com and
example.com. Choose one domain or the other, then use 301 redirects to ensure
that everyone (including search engines) is looking at just the one domain.

10. description and keywords
Many webmasters overlook the description and keywords
meta tags, but they can give your site the edge over your
competitors. Pay attention to these 2 tags in each page.
The description tag should be a useful, compelling summary
of your page content. This tag is often used to display a
summary of your page in the search results, so it's worth
making it keyword-rich and including a call to action.
Most search engines ignore the keywords tag these days;
however it doesn't hurt to create one (if nothing else it's
another chance to insert your keywords in the page). Some
directories also use the keywords tag to classify sites.
Ensure that each page has unique description and keywords
tags. If a search engine finds many pages with the same
description and keywords, it can see those pages as less
important.

SEO Guide for Search Engines and Website Optimization

SEO Guide for Search Engines and Website Optimization

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