A job for arrear holders easy course - s.e.o - arise roby - copy

by
Arise RobyARISE TRAINING & RESEARCH CENTER

What is Search Engine Optimization?
SEO is short for search engine optimisation. As
the term implies, SEO is all about optimizing a
website to gain maximum visibility within the
search engine results.
As we will see, SEO takes time and effort. Do
not be fooled by e-mails turning up
unannounced in your inbox, promising instant
SEO results.
ARISE TRAINING & RESEARCH CENTER

Take SEO seriously, don’t dabble
Once you have realised the need for decent SEO on your
website you should approach the issue seriously. We see
many clients who have dabbled with SEO, maybe using
information they have gleamed from YouTube and other
sources but the trouble is a lot of information on YouTube
is either completely wrong or out of date and some of the
advice can actually harm the position of your website
within the search engines.
Increasingly people use Google to search for products or
services rather than traditional sources such as Yellow
Pages. I cannot even remember the last time I looked at
Yellow Pages. So if you want to get more customers the
obvious way to do it is by getting your website found easily
in Google.

Anyone can do SEO!
• A lot of companies offering search engine optimisation services will try and
blind you with science and tell you that it is highly technical and should only be
attempted by people with years of experience and what’s more they know the
secrets that nobody else know. If a company tells you they have a secret recipe
for getting you onto the first page of Google they are peddling complete
nonsense.
• The really good news is that you do not need heaps of technical experience in
order to promote your website. What you do need is common sense, attention to
detail and the time to actually do your SEO properly. Most people can learn
everything they need to know about search engine optimisation after a one or
two-day course, after which they will be fully equipped to promote and manage
the website themselves.
• Always remember it is your website. It is your business. You understand your
business and the best person to promote the website is you. All you need is a
relatively small amount of knowledge and the will to take charge of your own
website promotion.

SEO and ROI (Return on Investment)
In terms of the return on investment, search engine optimisation offers fantastic
returns. If you simply place a large advert in say Yellow Pages it will sit there
for a year but once printed you cannot change it to meet changing
circumstances and you cannot improve it. The great thing about search engine
optimisation is that you should always be thinking about tweaking the focus of
the optimisation so you get exactly the results you require.
Compared to the cost of traditional advertising in newspapers, on radio or TV the
cost of search engine optimisation is minimal. The results however can be a
complete game changer for your business. Obviously no one can guarantee an
increase in business as result of successful search engine optimisation, however
it stands to reason that if you’re easy to find on Google and people are looking
for your product or service on Google then people are going to try you rather
than your competitors so you have a much better chance of increasing your
levels of business.

What is possible, and what is not
possible with SEO
• It is important to realise the limitations of search
engine optimisation techniques. There are a lot of
companies sending out spam emails which you will
probably have received offering to get you onto the
first page of Google by this time next week. This is
patiently rubbish. Good SEO takes effort and good
SEO takes time. The timescale for seeing benefits
from careful search engine optimisation of your
website is weeks and months rather than days.

• 1. There are many companies out there who will offer to sell
you the secrets of SEO. The real secret is that there is no
secret. Good SEO is a combination of common sense, solid
technical knowledge and careful attention to detail.
• 2. As a company, we offer training courses in SEO and we
also offer SEO consultancy to small businesses. In the main,
we see the same mistakes over and over again in our client’s
websites.
• 3. If you produce a new website or modify your existing
website and you avoid the simple mistakes everybody seems to
make then all things being equal that will put your website
ahead of the game when it comes to being listed in the search
engine results. ARISE TRAINING & RESEARCH CENTER

• 4.At the end of the day, when you type a query into Google,
one website will be listed at the top of the page while the rest
will be listed over the rest of the page and one company will
be listed at the bottom of the first page. SEO is all about
making sure that your particular website is listed as high as
possible within the search engine results.
• 5.There is no magic to SEO and there are no guaranteed
results. It is important to realise that Google makes changes
to the way that websites are displayed within the search
engine results and that it makes these changes on a daily
basis.
• However all things being equal if you take the long view and
implement proper, restrained SEO techniques over time you
will see a benefit.

Onsite and offsite SEO
• When you are optimizing your website for search engine visibility there
are two distinct aspects to the optimization.
On-site optimization refers to any changes that you make to the
actual content of the website. This on-site optimization may relate to the
text that your visitors can see when they visit your website or it may relate
to the code behind the website that the search engine will see, but that your
visitors will not necessarily view.
• For instance, as we will see elsewhere, within the ‘head’ section of the
HTML code for each page of the website, you may optimise the title,
description and keywords. There are also many other on-site optimisation
opportunities, such as using header tags and alt tags.In many ways the most
important part of on-site optimisation is to make sure that all your keyword
phrases are displayed within the body text of the page.

Offsite search engine optimization consists of
numerous activities, such as requesting links from other
websites to your website. In addition this now includes
activities ranging from posting videos on YouTube through to
setting up Facebook and Twitter accounts.
• The single most important offsite activity is the acquiring of
links from other websites, to your website. Within reason the
more of these the better. However it is also important that
these links are high quality links, which means that you should
be linking from related sites and also sites that host quality
information and that are highly rated by Google. Links from
sites with a high Google PageRank are much more valuable
than links from website pages that have a low PageRank
value.

Different search engines
• There are many different search engines available today the most
famous of which is Google. Other examples include Bing from
Microsoft and Yahoo. It is important that if you are promoting a
website you make sure that each individual search engine is aware
of your particular website. The easiest way to do this is to search
each search engine using your company name and see if you can
find the website.
• Alternatively many search engines will allow you to examine the
search engine to see if a particular website is listed by that search
engine. You may well have received spam emails offering to submit
your website to thousands of search engines but in reality there are
only a handful of search engines that actually matter.
• Do not be seduced by the idea that for a one-off cost will get your
website listed with thousands of search engines and all of a sudden
you will start getting lots more visitors to your website.

How search engine works?
• The first thing to realise about search engines is that they only know about
websites that are submitted to them directly or that they have found when
searching the web.
• This means that when you search the web using a particular search engine that,
the results that are displayed, only relate to websites that the search engine
knows about. It stands to reason if the search engine does not know about your
website you will not be listed within the search results by that search
engine.Search engines use automated software called spiders or crawlers to
search through websites on the web and then indexes the results in giant
databases.
• When you search for information about a particular product or service within a
search engine, the search engine will display the results of your query on a page
normally containing approximately 10 results. The search engine will determine
the order in which the results are displayed. If, for the sake of argument, there
are 20 companies offering a particular product or service, then one of those
companies will be listed in first place, and one will be listed in last place. The
whole point of SEO is to try and make sure that your company is listed as close
to the top of the results as possible.

Robots, spiders and crawlers
• A search engine such as Google has automated
software referred to as robots, spiders or crawlers,
which will search the Web looking for new websites,
or new pages within websites.
• The search engines will also search for pages that
have been updated and modified since the last time
they were crawled by the search engines.
• For this reason it is a good idea to update your
website with new content every so often, because this
is exactly what the search engines are looking for.

Organic vs. paid search results
• When Google displays the search results, you will normally
see what are called ‘paid for’ results displayed at the top of
the page and sometimes down the side of the page. The ‘paid
for’ results section is normally lightly shaded and is frequently
labelled as ‘sponsored’ links or advertisements.
• If you want your company to be displayed within the ‘paid for’
results section, then you need to register with Google, and
take part in a global auction. This global auction will
determine which company is displayed at the top of the paid
for results, and which companies are displayed further down
the list. The more you bid, the more likely that you will be
displayed at the top of the paid for results section.

Using the paid for results service from Google can be
attractive to new companies that have not yet fully
developed their website, but nevertheless need to
attract business via the search engine results.You
should read all the available information from
Google, prior to entering into their paid for service
and you should know how to cap expenditure within a
certain time period. Also be aware that this form of
advertising can be very expensive, but on the other
hand, if you are getting results it may well be worth
the expense.


The organic results, also referred to as natural results,
are displayed beneath the paid for results. There is
no charge for having your web pages displayed
within the organic results section. The order in which
web pages are displayed within the organic section is
determined by a series of complex algorithms used by
Google to rank websites.Search engine optimisation
is all about getting your website to be displayed as
high as possible within the organic results section of
the search engine results.


Many YouTube videos about SEO
are wrong or out of date
A lot of people make the mistake of trying to
research SEO techniques on the cheap. For
instance, you can fire up YouTube and start
searching YouTube for videos about how to
optimise your website. The trouble with a lot
of YouTube videos is that they are out of date.
What may have been a good idea in terms of
optimising your website say five years ago
now can actually harm your website
positioning within the search engines.ARISE TRAINING & RESEARCH CENTER

There is also a lot of inaccurate and just plain
misinformation about search engine
optimisation within the videos you may find on
YouTube.For instance I have seen numerous
videos on YouTube telling me how important
the Meta keywords are to my Google ranking.
In actual fact Google stopped taking any
notice of what are called Meta keywords quite
some time ago, so you can optimise these as
much as you like and it will have absolutely
zero effect on how Google rates your website
within the search engine results.ARISE TRAINING & RESEARCH CENTER

Google keeps changing – Penguin
and Panda
• One of the problems with optimising a website
to maximise your website visibility within the
search engine results is that Google keeps
changing how it ranks websitesEvery so often
Google introduces a big change. In fact if you
search Google using the terms Google
Penguin and Google Panda you will find that
these are codenames that were used for major
upgrades to the way that Google works and
these were implement some time ago.ARISE TRAINING & RESEARCH CENTER

Again if you do some research, you will find
there are a lot of unhappy website owners out
there, who suffered badly when Google
Penguin and Google Panda were released.
The reason for this is that these particular
modifications to the way Google works were
aimed at low quality websites many of which
did not adhere to the basic standards for
website promotion specified by Google.

• The basic point here is there are no shortcuts
when it comes to search engine optimisation. If
you want to be well-positioned in the Google
search engine results then you have to play by
Google’s rules. It’s no use trying to shortcut the
rules and then moaning when Google penalises
your website. There are a lot of SEO companies
out there who will use what is termed black hat
SEO which basically either breaks the rules or
skirts very close to the edge.If on the other hand
you take a sensible approach to search engine
optimisation then Google will reward you, it’s as
simple as that. ARISE TRAINING & RESEARCH CENTER

Over optimisation hurts
These days most people have heard about search
engine optimisation. Many people are trying to
do the SEO themselves and sometimes this
does work however SEO is a specialist topic.
Either get a specialist to do the work for you,
or take the time to learn how to do it yourself,
so you know what you’re doing not just hoping
for the best.

Whichever route you take there is always the danger of
over optimising your website. Google is getting
smarter by the day and will look at how your website
is put together and it will look at the code behind the
scenes. Google expects you and in fact encourages
you to perform a sensible amount of search engine
optimisation, however if you overdo it Google will
actually penalises the website. Where that line is, is
something of a moving target but basically you can
use common sense and this will normally keep you in
good stead with Google.

An example of overdoing it might be to have
exactly the same keyword used as your title
and description on every single page, and then
repeating this word over and over again
within the text displayed within your
website.As a test you should always get
someone to read over your website and just
ask them if your paragraphs sound natural.If
you have a silly sort of sentence like the one
below then you can hardly complain that
Google is going to start penalising your site.

Hi, our new widgets site is all about widgets
because we specialise in selling widgets
including blue widget screen widgets and yellow
widgets and we believe we are the best widget
company this side of New York. You will not find
a widget company offering a cheaper widget
anywhere on the Internet.Okay so maybe the
paragraph above was a slight exaggeration but
you get the idea. Be subtle when trying to
promote your website.ARISE TRAINING & RESEARCH CENTER

What is a web server?
A Web server is simply a computer connected
directly to the Internet which is always on and
which houses your website.When you write a
website you will normally create this on the
hard disk of your computer and once you’re
ready to publish the website or to update new
pages within your website, you will upload the
new pages to your particular Web Server.

How this all works technically is not important. If you are
writing and maintaining a website all you need to know
is how to upload to your particular Web Server.In some
cases the programs used to write websites have a built-
in capacity to upload to your particular Web Server. In
other cases you may use specialist software called FTP
software to copy the web content on your hard disk up
to your Web server.As I said, you do not need to worry
unnecessarily about how to configure a Web server
because in most cases this will be done for you, all you
have to worry about is uploading to the server.Another
similar expression is a ‘hosting service’. A hosting
service, as the name implies, will host your particular
website on their Web servers.

Index.htm – The Home Page
Every website has a homepage, which is the starting
page for the website. This is the page that you wish
visitors to see when they first load up your website.
This is the page that will be displayed when you type
in the base URL of a website. For instance, if you
were to view www.ibm.com, you would see the
homepage of the IBM website.In most cases the
homepage has a special name, such as index.htm or
index.html. There are many other similar naming
conventions that can be used and this will vary
depending on exactly how your Web server is
configured. ARISE TRAINING & RESEARCH CENTER

In many ways the homepage is the single most
important page within your entire website. This is
also the first page that most search engines will
examine when exploring your website and
determining how to list your website within the
search engine results.It is vital that you get
everything right on your homepage as far as SEO is
concerned. This includes factors such as page
loading speed, technical correctness of the
underlying code, spelling and grammar, SEO
keyword density, as well as fully optimising your
header code such as the title, description and
keyword tags.

Page Rank
The Google search engine gives each website page a PageRank
number. This PageRank number is essentially an indication
that Google assigns to the value of a particular web page. The
PageRank numbering system ranges from 0 at the bottom to
10 at the top, and it is important to realise that this is a non-
linear scale.You will find that many website pages have a
PageRank of zero which could indicate either that Google has
yet to discovery and rank this page or it could indicate that the
particular page has been penalised by Google for attempting
to spam the search engines, and has been de-listed by the
search engine.

Page Rank
It is important to realise that PageRank is just one of the many
factors that will affect the position of the page within the
search engine listings. All things being equal, the higher the
PageRank the higher a particular page will be listed in the
search engine results, compared to other pages of lower
PageRank.In order to view the PageRank of a particular page
you should install the Google toolbar, and then if necessary
activate the PageRank tool. The PageRank tool will display a
short horizontal bar and moving the mouse over the bar will
display the actual PageRank for that particular page

Page Rank
You should endeavour to achieve the highest possible PageRank
for your homepage and other important pages within your
website.The PageRank that is publicly displayed within the
Google toolbar is only updated periodically, typically every
few months. This means that if you are engaged in intensive
SEO work on a website you cannot expect to see the PageRank
move up overnight.Sometimes you may find a web page with a
low PageRank displayed towards the top of the search engine
results. This may mean that competing pages simply have an
even lower PageRank. It can also mean that other factors are
affecting the listing of the page within the search engine
results, apart from simply the PageRank itself.

Link juice
The idea behind the term link juice is that link
juice flows from web pages with a high
PageRank to other pages on the Web.If you
have a web page with a very high PageRank
and you place a link from this page to another
page, maybe on a different website, then link
juice flows to the page on the other
website.The more link juice that flows to a
page, all other things being equal the higher
the PageRank of the target page will becomeARISE TRAINING & RESEARCH CENTER

LINK JUICE
If you have not one, but many links to external
websites on a page, then the value of the link
juice to the pages that you are linking to, will
become diluted.In most cases the home page of
a website will have the highest PageRank
value of all the pages within a particular
website, and you should think carefully about
how you link to other pages within your
website, so that you distribute link juice to the
pages that you consider the most important.ARISE TRAINING & RESEARCH CENTER

LINK JUICE
You can add a ‘no follow’ tag to some of your
links to stop the link juice flowing from your
website to other websites.Often you will see
companies advertising ‘links for sale’ from
pages with a high PageRank value. If a
company is selling hundreds of links from a
single high PageRank page, then the value of
the link in terms of link juice is greatly diluted.

Are you paying for past mistakes?
If you have tried optimising a website for the search engines and are
not getting results, it is possible that you may be paying for past
mistakes. For instance, in the past if you responded to a spam
type email offering you 1000 links for $20, and tried purchasing
these links, you might find that the links that this company
provided are now actually harming your website.
In the past Google took little notice of low quality incoming links to
your website but now Google takes the view that if your website
has hundreds of low quality incoming links then you properly paid
for these. Paying for any type of link to your website for the
purpose of increasing your ranking within the search engine is in
contravention of Google’s terms of service.There are numerous
instances recently where Google has penalized a website owners
for apparently purchasing low quality links in bulk.

Thinking about keyword phrases
When you first design a website you need to sit
down and draw up a list of keywords and
phrases that you expect your visitors to use
when searching for your website.It is
important that you involve non-experts in the
creation of your keyword list.

For not expect them to use. It is important to do as
much research as possible, ask your customers what
sort of phrases they would use when searching for
your product or service on the web.You should
always ask as many members of staff as possible for
their input and ideas relating to what keywords or
phrases are important for your website.instance, if
you have a technical understanding of your
particular product or service, you may be tempted to
use a technical term within the search phrase.Many
of your customers may use search phrases you did
Thinking about keyword phrases

Competitor keywords – see
www.badwebsites.com.au
You should investigate the websites belonging to your
competitors.If you display a competitor website and then right
click on the website, you should see a popup command such as
‘view source’ displayed. Once the source code for a
competitor’s website is displayed on your screen, take a look
at the list of keywords that is displayed within the Meta
keyword section towards the top of the HTML code.You might
wish to copy and paste this into a Word document and then
repeat the process by looking at many other competitor
websites. You may find that some of your competitors have
thought of keywords or phrases that you have not thought of,
you can use these to help optimise your own website for better
search engine results.

Keyword research using Google
AdWords
Google provides a free research tool as part of a
Google AdWords service. You can use this to
help investigate which keywords are important
for your website. Best of all the service is
totally free.To use the service, simply search
Google using a phrase such as ‘Google
keyword tool’ and you should see the relevant
pages displayed. It is worth creating a Google
account, which again is free, and will make the
use of the Google keyword tool easier for you.

Let’s say you run a small
bicycle repair business in
Sydney. You can enter the
phrase “bicycle repair
Sydney” into the search box
and when you click on the
Search button you will see
the results displayed.In the
example shown, as you can
see, approximately 320
local searches were made
within the previous month.
In this context, ‘local’
means within Australia as
the program was set up to
use Australian defaults.

More importantly, if you scroll down the results section, you will
find that the program has also displayed the number of
searches that are made using similar, related, keyword
phrases. As you can see in this example 6600 searches were
made using the phrase ‘bicycle shops Sydney’.
What this is telling you is that, rather than simply concentrating
on the phrase ‘bicycle repair Sydney’, you should maybe
consider other keywords in phrases which will attract more
visitors to your website, some of which may be specifically
interested in bicycle repair.You should spend a lot of time
exploring the full capabilities of this program as it can really
help you focus and home in on the important keywords which
are not always the keywords that you initially thought were
important.

At the end of the day what matters is what people are
actually searching for, not what you thought they
might be searching for. Remember these figures are
provided by Google itself.There are numerous
examples of websites which are very keenly focused
on a particular keyword or phrase, but unfortunately
upon detailed analysis it turns out that the wrong
keywords or phrases have been chosen and a lot of
effort has been wasted.Before you do any SEO work,
spend time investigating relevant keyword phrases
and make sure you pick the right keyword phrases,
before you do anything else.

Using keyword phrases within a website
• We will see elsewhere within this course that once you have
defined important keywords or phrases, there are numerous
opportunities within the code behind your webpage to promote
these particular keywords and phrases.
• Common areas which can be used to promote keywords and
phrases include:
• The web page title.
• The web page description.
• The keyword section.
• Inside headers.
• Inside comments.
• Inside Alt tags.
• Inside file and folder names.
• Inside the URL. ARISE TRAINING & RESEARCH CENTER

A job for arrear holders easy course - s.e.o - arise roby - copy

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a A job for arrear holders easy course - s.e.o - arise roby - copy

Semelhante a A job for arrear holders easy course - s.e.o - arise roby - copy (20)

Mais de Arise Roby

Mais de Arise Roby (20)

Último

Último (20)

A job for arrear holders easy course - s.e.o - arise roby - copy