Complete SEO Material PDF and Word Format 2017
SEO – What is SEO?
SEO stands for Search Engine Optimization. SEO is all about optimizing a website for search engines. SEO is a technique for:
- designing and developing a website to rank well in search engine results.
- improving the volume and quality of traffic to a website from search engines.
- marketing by understanding how search algorithms work, and what human visitors might search.
SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of the techniques that are used to promote sites in search engines, deal with text.
If you plan to do some basic SEO, it is essential that you understand how search engines work.
How Search Engine Works?
Search engines perform several activities in order to deliver search results.
- Crawling – Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google).
- Indexing – Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.
- Processing – When a search request comes, the search engine processes it, i.e. it compares the search string in the search request with the indexed pages in the database.
- Calculating Relevancy – It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
- Retrieving Results – The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.
Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.
Although the basic principle of operation of all search engines is the same, the minor differences between their relevancy algorithms lead to major changes in results relevancy.
What is SEO Copywriting?
SEO Copywriting is the technique of writing viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.
Along with viewable text, SEO copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description, Keywords tags, headings, and alternative text.
The idea behind SEO copywriting is that search engines want genuine content pages and not additional pages often called “doorway pages” that are created for the sole purpose of achieving high rankings.
What is Search Engine Rank?
When you search any keyword using a search engine, it displays thousands of results found in its database. A page ranking is measured by the position of web pages displayed in the search engine results. If a search engine is putting your web page on the first position, then your web page rank will be number 1 and it will be assumed as the page with the highest rank.
SEO is the process of designing and developing a website to attain a high rank in search engine results.
What is On-Page and Off-page SEO?
Conceptually, there are two ways of optimization:
- On-Page SEO – It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.
- Off-Page SEO – It includes link building, increasing link popularity by submitting open directories, search engines, link exchange, etc.
SEO – Tactics & Methods
SEO techniques are classified into two broad categories:
- White Hat SEO – Techniques that search engines recommend as part of a good design.
- Black Hat SEO – Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing.
White Hat SEO
An SEO tactic is considered as White Hat if it has the following features:
- It conforms to the search engine’s guidelines.
- It does not involve in any deception.
- It ensures that the content a search engine indexes, and subsequently ranks, is the same content a user will see.
- It ensures that a web page content should have been created for the users and not just for the search engines.
- It ensures good quality of the web pages.
- It ensures availability of useful content on the web pages.
Always follow a White Hat SEO tactic and do not try to fool your site visitors. Be honest and you will definitely get something more.
Black Hat or Spamdexing
An SEO tactic, is considered as Black Hat or Spamdexing if it has the following features:
- Attempting ranking improvements that are disapproved by the search engines and/or involve deception.
- Redirecting users from a page that is built for search engines to one that is more human friendly.
- Redirecting users to a page that was different from the page the search engine ranked.
- Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic.
- Using hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as “no frame” sections.
- Repeating keywords in the metatags, and using keywords that are unrelated to the website content. This is called metatag stuffing.
- Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called keyword stuffing.
- Creating low-quality web pages that contain very little content but are instead stuffed with very similar keywords and phrases. These pages are called Doorway or Gateway Pages.
- Mirror websites by hosting multiple websites – all with conceptually similar content but using different URLs.
- Creating a rogue copy of a popular website which shows contents similar to the original to a web crawler, but redirects web surfers to unrelated or malicious websites. This is called page hijacking.
Always stay away from any of the above Black Hat tactics to improve the rank of your site. Search engines are smart enough to identify all the above properties of your site and ultimately you are not going to get anything.
SEO – Web Site Domain
When you start thinking of doing a business through internet, the first thing that you think about is your website domain name. Before you choose a domain name, you should consider the following:
- Who would be your target audience?
- What you intend to sell to them. Is it a tangible item or just text content?
- What will make your business idea unique or different from everything else that is already avilable in the market?
Many people think it is important to have keywords in a domain. Keywords in the domain name are usually important, but it usually can be done while keeping the domain name short, memorable, and free of hyphens.
Using keywords in your domain name gives you a strong competitive advantage over your competitors. Having your keywords in your domain name can increase click-through-rates on search engine listings and paid ads as well as make it easier to use your keywords in get keyword rich descriptive inbound links.
Avoid buying long and confusing domain names. Many people separate the words in their domain names using either dashes or hyphens. In the past, the domain name itself was a significant ranking factor but now search engines have advanced features and it is not a very significant factor anymore.
Keep two to three words in your domain name that will be easy to memorize. Some of the most notable websites do a great job of branding by creating their own word. Few examples are eBay, Yahoo!, Expedia, Slashdot, Fark, Wikipedia, Google, etc.
You should be able to say it over the telephone once, and the other person should know how to spell it, and they should be able to guess what you sell.
Finally, you should be able to answer the following questions:
- Why do you want to build your website?
- Why should people buy off your site and not from other site?
- What makes you different from others?
- Who are your target audience and what do you intend to sell?
- List 5 to 10 websites that you think are amazing. Now think why they are amazing.
- Create 5 different domain names. Make at least 1 of them funny. Tell them to half a dozen people and see which ones are the most memorable. You will get more honest feedback if the people do not know you well.
- Buy your domain name that is catchy, memorable, and relevant to your business.
SEO – Relevant Filenames
One of the simplest methods to improve your search engine optimization is to look at the way you name your files. Before writing this tutorial, we did a lot of research on file-names and found that search engines like Google give too much importance to file names. You should think what you want put in your web page and then give a relevant file name to this page.
Just try giving any keyword in Google search engine and you will find file names highlighted with the keyword you have given. It proves that your file name should have appropriate keywords.
File Naming Style
- The filename should preferably be short and descriptive.
- It is always good to use same keywords in a filename as well as in page title.
- Do not use filenames such as service.htm or job.htm as they are generic. Use actual service name in your file name such as computer-repairing.htm.
- Do not use more than 3-4 words in file names.
- Separate the keywords with hyphens rather than underscores.
- Try to use 2 keywords if possible.
File Name Example
Listed below are some filenames which would be ideal from the users’ point of view as well as SEO.
slazenger-brand-balls.html wimbledon-brand-balls.html wilson-brand-balls.html
Notice that the keywords are separated by hyphens rather than underscores. Google sees good filenames as follows:
seo-relevant-filename as seo relevant filename(good)
Filenames with underscores are not a good option.
seo_relevant_filename as seorelevantfilename (not good)
You should notice that .html, .htm, .php and any other extension do NOTHING for your visitors, and they are simply a means of offloading some of the work of configuring your webserver properly onto your visitor’s. In effect, you are asking your site visitors to tell your webserver HOW to produce the page, not which one?
Many Web masters think that it is a good idea to use filename without using extension. It may help you, but not a whole lot.
URL Sub-Directory Name
From Search Engine Optimization point of view, URL sub-directory name hardly matters. You can try giving any keyword in any search, and you will not find any sub-directory name matching with your keywords. But from the user’s point of view, you should keep an abbreviated sub-directory name.
Keep the following points in mind before naming your files:
- Keep the web page filename short, simple, descriptive, and relevant to the page content.
- Try to use a maximum of 3-4 keywords in your filename, and these keywords should appear on your web page title as well.
- Separate all keywords with hyphen rather than with underscore.
- Keep your sub-directories name as short as possible.
- Restrict the file size to less than 101K because Google chops almost everything above that.
SEO – Design & Layout
The website design and layout gives the first impression about your site. There are sites which are too fancy and regular net surfers just reach those sites and come out even without creating a single click.
Search engines are very smart but after all, they are software and not human being, who can read the content of their interest. If you make your site too complicated, then the search engine would not be able to parse the content of your site properly, and finally indexing would not be efficient, which results in a low rank.
The actual page content should have a keyword density of about 10% and should weigh in at about 200 words – but there are as many opinions about this as there are SEO experts. Some say, keyword density should be 5% and some say it should be 20%. You can go with 10% which is good enough.
Here are a few guidelines that you should keep in mind while designing a web page.
- You should have more text content than HTML elements.
- No frames. They are the enemies of search engines, and search engines are enemies of frames.
- No ads if possible. Because most of the ads use Java-Script which is not advised to be used.
- Do not put anything in the page topic that does not fit perfectly.
- No unnecessary directories. Keep your files as close to the root as possible.
- No fancy stuff (Flash, Splash, Animated Gifs, Rollovers, etc.) unless absolutely necessary.
SEO – Optimized Keywords
A keyword is a term that is used to match with the query a person enters into a search engine to find specific information. Most people enter search phrases that consist of two to five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive.
The following concepts related to keywords, help in optimizing the keywords on a web page.
This is calculated as how often does a keyword appear in a website title or description. You do not want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you are be penalized for “spamming” or keyword stuffing.
In general though, repeat your keyword in the document as many times as you can get away with, and up to 3-7 times in your list of metatags.
It refers to the number of keywords appearing on your web page compared to the total number of words appearing on that same page. Some search engines consider this while determining the rank of your website for a particular keyword search.
One technique that often works well is to create some smaller pages, generally just a paragraph long that emphasizes a particular keyword. By keeping the overall number of words to a minimum, you can increase the “weight” of the keyword you are emphasizing.
It refers to the placement of keywords on a web page in relation to each other or, in some cases, in relation to other words with a similar meaning as the queried keyword.
For search engines, that grade a keyword match by keyword proximity, the connected phrase home loans will outrank a citation that mentions home mortgage loans assuming that you are searching only for the phrase “home loans”.
It is a measure of how early or high up on a page, the keywords are found. Having keywords in the first heading and in the first paragraph (first 20 words or so) on a page are best.
Where your keywords are placed on a page is very important. For example, in most engines, placing the keywords in the Title of the page, or in the Heading tags will give it more relevancy. On some engines, placing keywords in the link text, the part that is underlined on the screen in a browser, can add more relevancy to those words.
Best Places to Put Keywords
Here is a list of places where you should try to use your main keywords.
- Keywords in the <title> tag(s).
- Keywords in the <meta name=”description”>.
- Keywords in the <meta name=”keyword”>.
- Keywords in <h1> or other headline tags.
- Keywords in the <a href=”http://yourcompany.com”>keywords</a> link tags.
- Keywords in the body copy.
- Keywords in alt tags.
- Keywords in <!– insert comments here> comments tags.
- Keywords in the URL or website address.
There are many different ways to find keywords for your website. Some good keyword ideas are:
- The potential words, people would use to find your product or service.
- The problems that your prospective customers may try to solve with your product or service.
- Keyword tags on competitor’s websites.
- Visible page copy on competitor’s websites.
- Related search suggestions on top search engines.
- Using an online tool such as Google Keyword Tool
- By analyzing your website carefully and finding out proper keywords. This task can be done by expert SEO copywriters.
- Pay attention to stemming for your keywords – particularly to what the root word is and what Google considers to be a match for that word, when optimizing pages over time.
- You can do brainstorming to identify correct keywords for your site.
What is Word Stemming?
Google uses a feature called word stemming that allows all forms of the word – singular, plural, verb form as well as similar words to be returned for a given search query.
So if someone types in “house plans”, not only the pages that are optimized for that phrase but the pages that contain all variations of that phrase are returned. For example, “house plan”, “house planning”, “house planner”.
Hope you have some understanding on keywords and you also know how to identify them and where to use them. The next chapter explains how to optimize metatags for better results.
SEO – Optimized Metatags
There are two important meta tags:
- Meta description tags
- Meta keyword tags
Some search engines may display the meta description as a part of the search results, but the meta keyword tags should not appear in search results.
The general consensus among SEO experts is that metatags are dead. Even so, many of these same experts continue to use metatags in their own sites.
For Google, adding the description meta tag does not result in a boost in the Search Engine Results Pages (SERPs), but the description might be used for the description for your SERP listings in Google.
Yahoo! says, they use the Keyword Meta Tag when it ranks a page. Hence it makes sense to add one for Yahoo! and any other minor search engines that still use.
What Do the Metatags Look Like?
You can add the following in the head section of the web page:
<meta name="keywords" content="KEYWORD1 KEYWORD2 KEYPHRASE1 etc. about 30 to 40 unique words"> <meta name="description" content="An accurate, keyword-rich description about 150 characters">
Meta Description Tag Tips
Important tips for good Meta description tags:
- Use keywords in your meta description tag.
- Try not to repeat the words overly often, but try to use multiple syntaxes of your key words.
- There should not be more than 150 characters in a description metatag of a single web page.
- Use a different meta description tag for each page, as each page is different and stands a better chance of being found if you place a good title and description on it.
Meta Keywords Tag Tips
Please refer to the previous chapter for identifying good keywords. Use the following tips for preparing good meta keywords tags.
- Use synonyms.
- Use unique keywords.
- No need to repeat any given phrase.
- You can repeat a word any number of time, as long as each time it is part of a different phrase.
Robots Meta Tag
The important metatag that you may need sometime is the Robots Metatag which looks like this:
<meta name="robots" content="noindex,nofollow">
Using the above metatag, you can tell a spider or a robot that you do not want some of your pages indexed, or that you do not want your links followed.
SEO – Title Optimization
An HTML TITLE tag is put inside the head tag. The page title (not to be confused with the heading for a page) is what is displayed in the title bar of your browser window, and is also what is displayed when you bookmark a page or add it to your browser Favorites.
This is the one place on a webpage where your keywords MUST be present. Correct use of keywords in the title of every page of your website is extremely important to Google – particularly for the homepage. If you do nothing else to optimize your site, remember to do this!
Here are some considerations while designing the title of a webpage:
- The title shouldn’t consist of more than about 9 words or 60 characters.
- Use keywords at the very beginning of the title.
- Do not include your company name in the title unless your company name is very well known.
Improper or nonexistent use of titles in webpages keeps more websites out of top rankings on Google than any other factor except perhaps for a lack of relevant content on a page or a lack of quality links from other websites that point to your site.
Best Practices for Creating Titles
Here are some best practices you should follow for creating titles on pages:
- Each page should have a unique title.
- If practical, try to include your Primary Keyword Phrase in every title of every page.
- Begin the title of your home page with your Primary Keyword Phrase, followed by your best Secondary Keyword Phrases.
- Use more specific variations to your Primary Keyword Phrase on your specific product, service, or content pages.
- If you must include your company name, put it at the end of the title.
- Use the best form, plural or singular, for your keywords based on what WordTracker says is searched on more often.
- Do not overdo it – do not repeat your keywords more than 2 to 3 times in the title.
- Make sure the <title> tag is the first element in the <head> section of your page – this makes it easier for Google to find the page.
SEO – Optimized Anchor
Use descriptive anchor text for all your text links. Most search engines consider anchor text of incoming links when ranking pages. Here is an example of anchor:
<a href="otherpage.htm" title="Anchor Title">Anchor Text</a>
Listed below are some of the important points to note about anchors:
- The Anchor Title plays a very important role and is seen by most of the search engines. The anchor title should have appropriate keywords. Anchor title helps the site visitors using a balloon, and displaying written text.
- The Anchor Text is another important part, which should be selected very carefully because this text is used not only for search engines but also for navigation purpose. You should try to use the best keywords in your anchor text.
- The otherpage.htm is the link to another webpage. This link could be to an external site. Here, you need to ensure that the linked page does exist; otherwise it is called a broken link, which gives a bad impression to search engines as well as to site visitors.
Another example of an anchor could be as follows:
<a href="otherpage.htm" title="Anchor Title"> <img src="image.gif" alt="keywords" /> </a>
In this case, Anchor Text has been replaced by an image. So, while using an image in place of an anchor text, it should be checked that you have put alt tag properly. An image alt tag should have appropriate keywords.
SEO – Content is the King
Content basically includes what you see on the site: the text, graphics, and even links to other websites. You should not use excessive graphics because they are not Search Engine Friendly plus heavy graphics normally put the users out when they get downloaded, especially over a slow network.
Thousands of articles, books, and forum entries are available on how to make your website search engine friendly, but ultimately, one rule stands above the rest: Unique, high-quality, unduplicated content is the king.
Superior the quality of your content, the higher the ranking you achieve, larger the traffic you gain and greater the popularity of your website. Search engines prefer good quality sites in their index and search results.
Relevant, fresh, and timely content is crucial in attracting visitors to your website. It helps you both draw traffic from search engines and create audience loyalty.
Unique, High-Quality Content
When people visit a website for information, they want your unique spin on a topic. How is your material or content unique? Is that uniqueness obvious, and easy to find and to understand? Visitors want unique, high-quality site content. It is not only your home page content, but also all the linked pages should have useful and easy-to-understand content.
Now-a-days, search engines have become very smart and they are able to understand complete grammar and complete phrase. Hence while ranking a page against other, the content available on a page matters.
Sites with duplicated, syndicated, or free content are get given red flags by the search engines.
SEO Content Writing (Copy Writing)
SEO Content Writing (also referred as SEO Copy writing), involves the process of integrating keywords and informative phrases which make up the actual content of your website.
While writing your webpage content, the following tips may help you in keeping it better than others.
- The content should be directed for the specified target audience.
- Keyword density is strictly adhered as per search engine guidelines.
- Titles should always be eye-catching, compelling your visitors to read on and want to know what you offer in your website.
- Do not use confusing, ambiguous, and complex language. Use small statements to make your content more understandable.
- Keep your web pages short.
- Organize and distribute the content on the webpages.
- Divide your web page content also into short paragraphs.
Other Advantages of Having Great Content
It is not only SEO you need to think about. Many factors contribute to make your site popular.
- If your site is having something really unique, then people like to suggest it to their friends.
- Other webmasters like to create a link of your site on their sites.
- Your site visitors start trusting on your site and they look forward for the next content update and keep coming again and again.
- Although you are listed out by search engine, a but net surfer will click only that page whose content snippet looks more unique and interesting.
Creating, editing, and promoting unique high-quality content is difficult and time consuming. But in the end, the golden rule of SEO is that Content is the King. It is not because of a search engine, but it is for your site visitors. A page that is read by people is better than a page that is read by bots.
So, write your content after a serious thought. Keep your title, keywords, link text, metatags up-to-date, unique, and interesting.
SEO – Verifying Web Site
You design and develop a website but how would you know if you have put all the HTML syntax in a correct way. Most browsers do not complain against your wrong syntax, butwrong is wrong.
There are many SEO experts who claim that SEO is not dependent on site HTML/XHTML verification. But we will discuss various reasons why your site should be W3C Compliance.
Why HTML/XHTML Verification is Required?
There are various reasons to verify your website before hosting it over the internet.
- Any webpage quality depends on how well you have written your webpage.It should be syntactically correct and should pass all the Quality Gates.
- When any search engine does indexing for your web page content, it might get confused if the HTML tags are not written properly, and much of the web page content might not be indexed properly.
- There might be many HTML tags, which you are using in your webpage but then have been depreciated and many of the search engines do not support them.
- Consistency, HTML Code Beauty, Process Compliance are always appreciated by good webmasters.
What is W3C Compliance?
W3C is the World Wide Web Consortium and since 1994, the W3C has provided the guidelines by which, websites and webpages should be structured and created. Here are the links to validate your web pages:
- Validate HTML/XHTML File against W3C Standard HTML/XHTML Validator.
- Validate CSS File against W3C Standard CSS Validator.
While verification, you may get errors along with appropriate reasons. All the validations will be done using XHTML DTD, which is a refined version of HTML.
Rules for W3C Compliance
There following rules, are to be following while developing a webpage.
- Use XHTML declaration statements to start every XHTML page:
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "DTD/xhtml1-strict.dtd">
- Every tag must be closed.
- The head and body tags are now mandatory.
- Empty tags get a terminating slash. An empty tag is a tag that doesn’t require an end tag. Examples include <br> and <hr>.
<BR> is now <br />. <HR> is now <hr />. <IMG SRC="--"> is now <img src="--" />
- All tags must be lower-case. This does not apply to attributes, only tags. For example, both of these formats are acceptable under the XHTML DTD:
<FONT color="#ffffcc"> is invalid <font color="#ffffcc"> is valid <font color="#FFFFCC"> is also valid
- All the attribute values should be put with in double quotes.
- Tags may not be nested.
<b><i>Text</b></i> This is invalid <b><i>Text</i></b> This is valid
- The <pre> tag should not contain: img, object, big, small, sub, or sup.
- One <form> tag cannot be inside another <form> tag.
- If your code contains a &, it must be written as &.
- Any use of CSS should use all lower-case letter.
SEO – Hiring an Expert
Creating, editing, and promoting unique high-quality content is difficult and time consuming. If you are really serious about SEO and you are not getting expected result, then it would be better to hire an SEO expert.
SEO experts perform the are following tasks:
- Code validation and clean up – Ensure that the code is search engine friendly and standards compliant.
- Site Structure – Building a semantic structure/theme and ensure URLs are spider friendly.
- On-Page optimization – Page Title, copy writing, Call-to-action, etc.
- Quality link building – Securing one way links from relevant sites.
- Keyword research – Building a list of key phrases relevant to your business.
- Creating Quality Content – Building optimized pages around terms discovered through keyword research.
- Off-Page Optimization – Managing Blogs, Press Releases, Article Submissions.
If you are confident that you have the required skills, then you can take care of all the above activities; otherwise it is worth taking help from SEO Companies or to hire any SEO specialist.
Choosing an SEO Expert or Company
It is very difficult to choose a correct SEO expert or SEO company. However the following guidelines can help you in this activity:
- Start searching through your friends and business partners.
- Post your queries in SEO Forums to get feedback from the community.
- Check other sites rank which they already have optimized.
- Do not go for SEO companies doing automated submission.
- Do not go for SEO companies doing Black Hat tricks.
- Do not look for cheap SEO. But take care, high price also does not guarantee high quality.
- Take guarantee if possible for a particular rank and any particular search engine.
- User SEO Expert or Company name in Google to find more information about them.
- Do not go just because of their fancy site and availability of good articles on their site.
- Do not get fascinated by the testimonials available on their sites.
We can not list out all the factors here because there may be different situations and different views. You should be smart enough to think what’s bad and what’s good.
SEO – Link Building
Link building is the SEO practice of obtaining links from external websites to your own to improve both direct referrals (i.e., people clicking on the links), and search engine ranking. Link building is all about increasing your site link popularity.
Website Crawler goes to a site again and again whose ranking in a search engine is high. You can verify this fact by putting your site on a high-rank site. If your site link is available on a high-rank website, then you have 99.99% chances that your site is indexed within 24Hrs.
How to Increase Link Popularity?
There are various ways of increasing your website link popularity. You can follow the tips given below, which are easily doable.
- Submit your site in popular search engines manually. Do not go for automated submission.
- Get your site listed in Open Directory Projects like dmog.org, yahoo.com. Getting listed in these directories gives a boost in link popularity and improve search engine ranking in other search engines.
- Provide high quality content so that anyone would naturally link to your site if you are featuring what they want, and that is not available anywhere else.
- Leverage your personal relations with other webmasters. Put your site link on their sites. One-way links often count for more than reciprocal links.
- Participate in Link Exchange Programs. Find top 20 sites doing the same business and contact them for reciprocal links. Link exchange between unrelated sites might affect the ranking of websites in the search engine.
- If you are subscribed in a forum and the forum does not have any restriction to keep your site link as your signature, then it can help you to increase your site popularity.
- Submit your site to bookmark sites like DIGG and Slashdot. Before submitting, please go through their spam policy.
- Write good articles in blogging sites and give a few references of your links within that article.
- Keep providing good content to your site visitors. Try to keep them busy on your site. If possible create forums, newsletters, blogs, etc.
There are other ways, but you need to spend some dollars to go for such alternatives.
- Buy a place on high-rank website where you can put your link.
- Subscribe for Google’s AdWords program to drive traffic towards your site.
- You can go for alternative advertising option to increase the number of hits on your site, which can result in your site link popularity.
SEO – Mobile
Millions of users these days access the web using smartphones running on Android, iOS, or Windows. Hence, it has become imperative that websites adapt themselves to this changing environment and make suitable changes in their website design to attract more viewership.
The desktop version of a site might be difficult to view and use on a mobile device. The version that is not mobile-friendly requires the user to pinch or zoom in order to read the content. Users find this a frustrating experience and are likely to abandon the site. In contrast, a mobile-friendly version is readable and immediately usable.
A recent Google update makes it mandatory that a website should be mobile-friendly to be effective on Mobile Search Engines. Note that a website that is not mobile-friendly will not have any impact on regular search engines either.
In this chapter, we will see how to make a website mobile-friendly in order to ensure the visitors who access the website from mobile devices have an optimized experience.
What is Mobile SEO?
Mobile Search Engine Optimization is the process of designing a website to make it suitable for viewing on mobile devices of different screen sizes having low bandwidth. Apart from following all the SEO rules which are applicable to a desktop website, we need to take additional care while designing a website for mobile devices. A website is mobile friendly if it has the following attributes −
- A good mobile website has a responsive design which performs well on desktops as well as mobile devices. It not only reduces the maintenance of the website but also makes the content consistent for the search engines.
- The contents of a good mobile website are easy to read on a mobile device without having to zoom the screen. It has appropriate fonts, colors, and layouts.
- It is easy to navigate through a good mobile website on a small screen. It provides links and buttons that can be easily maneuvered using a finger.
- A good mobile website is lightweight such that it takes less bandwidth and time to load on mobile networks.
- The Home Page of a mobile website plays the most important role in connecting users to the content they are looking for. Therefore, good mobile websites make sure the most important links are displayed on the Home Page so that they get enough visibility.
The ranking of a website depends heavily on how user friendly it is. You can follow the guidelines given below to design a great mobile-friendly website.
Optimize Your Site for Mobile
If your site is already optimized for search engines, then it should not be too difficult to optimize it for mobile devices. First, let us understand what it takes to go mobile. We can categorize the steps into three broad categories −
Step 1 − Select a Mobile Configuration
Step 2 − Inform Search Engines
Step 3 − Avoid Common Mistakes
Select a Mobile Configuration
There are three different mobile configurations that you can choose from −
Step 1 − Responsive Web Design
Step 2 − Dynamic Serving
Step 3 − Separate URLs
Each has its own advantages and disadvantages. Google recommends responsive design, however it supports all three configurations. The following table shows how the mobile configuration affects your URL and HTML code −
|Responsive Web Design||Stays the same||Stays the same|
|Dynamic Serving||Stays the same||Different HTMLs|
|Separate URLs||Different URLs||Different HTMLs|
Responsive Web Design
Google recommends responsive web design become it is the simplest mobile configuration and very easy to implement. It serves the same HTML code on the same URL, however it adjusts the display based on the screen size of the mobile device.
Dynamic serving is a type of mobile configuration where the URL of your website remains unchanged, but it serves different HTML content when accessed from a mobile device.
When your content is dynamically served from the server, make sure you inform Google that the content it is crawling may look different on mobile devices. A major drawback of this approach is that you will have to do additional processing on your content at the server level before severing it to the user. This approach puts unnecessary load on your server and makes it slow.
When you maintain two different URLs — one for mobile users and another for desktop users – make sure you inform Google explicitly when to serve which version. Google does not recommend separate URLs because it can detect automatically that your mobile pages are different from your desktop pages.
This approach is not practical when you have a big website because maintaining two versions of the same website will require double the effort and money. At the same time, you cannot avoid various discrepancies in your content while maintaining two versions.
From the viewpoint of SEO, each URL performs separately. Hence your desktop ranking will never be added to the mobile ranking and they will always be assumed as separate websites. We don’t recommend maintaining different URLs for mobile and desktop versions if you want to draw the benefits of SEO.
Inform Search Engines
Make sure Google and other search engines understand your mobile configuration. Most important of all, Google must understand your page so that it can rank your website properly. How you inform Google depends on which mobile configuration — responsive web design, dynamic serving, or separate URLs — you have opted for.
In case your site has a responsive design, Google’s algorithms can understand it automatically without you having to inform Google. When you have a responsive design, just make sure you have the following meta-tag in your webpage header −
<meta name="viewport" content="width=device-width, initial-scale=1.0">
The viewport decides how your webpage will be displayed on a device. A site with responsive design varies its size based on the size of the device screen. Declare a viewport so that your webpage displays correctly on any device.
If your website is dynamically served, make sure you allow Google detect your configuration using the Vary HTTP header −
The Vary header is important to tell the search engines that different content will be served on desktops and mobile devices. This header is really important when your content is served by any cache system like a Content Delivery Network and those systems will make use of this header while serving content on different devices.
In case you maintain separate URLs, e.g., example.com and m.example.com, then you can inform Google by adding a special link rel=alternate tag in your desktop version and vice versa as follows.
Desktop page should have following in its header: <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com" > Mobile page should have following in its header: <link rel="canonical" href="http://www.example.com" >
Avoid Common Mistakes
In order to optimize your website for mobile devices, make sure you avoid committing the following mistakes −
- Slow Mobile Pages − Mobile networks are slower as compared to wired Internet networks, so it is important to pay attention to how fast your mobile pages load. It is a critical Google ranking factor. Use a mobile SEO tool to find out your mobile page speed. Google provides a number of good tools that you can use. Browse the following link − https://www.google.com/webmasters/tools/mobile-friendly/
- Mobile Redirects − Since mobile networks are normally slow, too many redirects can hurt your page speed. If you are maintaining multiple URLs, make sure all your links point to the relevant pages. In case you maintain multiple URLs and you recognize a user is visiting a desktop page from a mobile device and you have an equivalent mobile page at a different URL, then redirect the user to that URL instead of displaying a 404 error.
- Heavy Images − Heavy images increase the load time, however we cannot completely get rid of them since they are useful and effective. Therefore you should maintain a good balance between text and heavy images. Use a good tool to optimize your images and save them at low resolution to avoid heavy downloads.
- Avoid plug-ins and pop-ups − Plug-ins like Flash and Java may not be available on user’s mobile device. Always ensure you don’t have any unplayable content on your mobile page. Avoid using pop-ups on mobile pages because it becomes quite clumsy to close these pop-ups on a mobile device.
While creating a mobile page, always keep in mind that the user has limited space to work on. So, you need to be as concise as possible while creating titles, URLs, and meta-descriptions – of course without compromising the essence or quality of information.
Here is a list of some useful tools that you can use to find out how mobile friendly your site is −
- Google Webmaster Tools − Use the available Google tools and techniques to understand what should be used and what should be avoided while designing desktop as well as mobile websites.
- Mobile Emulator − It lets you see how your site appears on a wide variety of mobile devices.
- Moz Local − Use this tool to ensure that your local SEO is in order.
- Responsive Web Design Testing Tool − Use this tool to see how your responsive site looks like on a variety of mobile devices with different standard screen sizes.
- Screaming Frog − This is a useful tool that allows you to analyze your site and double-check all the redirects.
- User Agent Switcher − This is a Firefox add-on that you can use to find out how your site looks like when accessed from a different user agent.
SEO – Miscellaneous Techniques
There are various other tips related to SEO. We have not categorized them into any special category and hence, putting these in miscellaneous category. Go through these tips one by one.
- Don’t keep hidden text on your webpages.
- Don’t create alternate image spamming by putting wrong keywords.
- Don’t use meta tags stuffing.
- Don’t use frames and flash on your site.
- Don’t exchange your links with black listed sites.
- Don’t try to fool your site visitors by using misspelled keyword.
- Don’t send spam emails to thousands of email IDs.
- Don’t use too much graphics on your site.
- Don’t create too many doorway pages.
- Don’t try to create duplicate content of pages.
- Don’t submit your website many times in a single search engine.
- Don’t use sub-directory depth more than 1-2.
- Don’t create too many dynamic pages. Try to convert them into static pages.
- Don’t bloat your pages with code.
- Don’t nest your pages.
There are various other tips which can help you to optimize your website for many search engines.
- Create logs of pages and each page should however contain a minimum of about 200 visible words of text to maximize relevance with Google.
- Create a homepage link to each and every webpage and provide easy navigation through all the pages.
- Pay attention to your dynamic page URLs. Google can crawl and index dynamic pages as long as you don’t have more than 2 parameters in the URL.
- Check your complete site for broken links. Broken links will reduce your other pages rank as well.
SEO Techniques Summary
We have covered almost all major concepts related to Search Engine Optimization. Now you are familiar with most frequently used SEO related terminologies as well.
You have learnt how to optimize keywords, title, alt, metatags, anchor, and other text from the viewpoint of SEO. You also have learnt the importance of having good content in your website. In the Miscellaneous Techniques chapter, we have suggested you other important points which will help you optimize your website.
In a nutshell, we can have the following points as the ethical strategies for achieving optimal ranking in the search engines:
- All pages must conform to W3C standards.
- Keyword density is never abusive.
- Always include: robots.txt, sitemap.xml, and urllist.txt.
- Keywords are prominent in the Title, Metatags, and Headings.
- ALT tags and Title tags are not forgotten.
- Nomenclature is fundamental to being indexed.
Guess how many blog posts are published each day.
Over 2 million.
That means 46 people have pressed publish by the time you read these 4 sentences. This makes it kinda tough to stand out. But you have to, if you want to make your blog a successful one, that is.
While I often spend 4-5 hours on writing my blog posts, the 10 minutes I spend optimizing each post are easily the most important.
No wonder millions of people google the term “SEO” each month.
In a world where over 90% of online experiences start with a search engine, showing up on the front page of Google can be the deciding factor between a business that’s thriving and one that’s, well, bankrupt.
But what does SEO even mean?
Sure, you know that it stands for search engine optimization, but what gets optimized?
Is it the design? Or the writing? The links maybe?
Yes, yes and yes. It’s all of them and more.
But let’s start this SEO guide at the beginning.
According to Wikipedia, SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results”
Alright, let’s translate that to English. Here’s my go at it:
Search engine optimization (SEO) is the process of optimizing your online content, so that a search engine likes to show it as a top result for searches of a certain keyword.
Let me break that down even further:
There’s you, doing the SEO, the search engine and the searcher. If you have an article about how to make vegan lasagna, you want the search engine (which, in 90% of all cases, is Google), to show it as a top result to anyone who searches for the phrase “vegan lasagna.”
SEO is the magic you have to work on your article, in order to make Google very likely to include your article as one of the top results whenever someone searches for that keyword.
Now what does that magic look like and why does it even matter?
Combine that with the fact that the first 5 results in Google get 67% of all clicks, and you get an idea of why search engine optimization is so important.
There’s a joke going around the web that highlights how crucial it is to hit the first page of Google:
If you ever need to hide a dead body, you should place it on the second page of Google search results.
Your blog post, article or product being linked on any other page of the Google search results than the first is equivalent to not being ranked at all.
But to understand how to show up first in the search engine results, you first need to know how search even works.
How Search Works:
Now that you have an idea of the basics of SEO, I’ll take a look at some of its components in detail.
While Google guards their search algorithm pretty well and not all of the over 200 determining factors are known and verified,Backlinko did a great job of compiling as many as possible of them into one big list.
But first, I need to get one thing straight. There are 2 sides of the SEO force, and you need to choose yours, right now.
White Hat vs. Black Hat
As you know, I’m playing the long-term entrepreneurial game, instead of just trying to get a quick buck out of it.
It’s the same with search engine optimization. Some people are in it to make a few grand really quickly, others are in it for the long haul.
If you want to work SEO like a get-rich-quick scheme, you’ll probably end up doing what’s called black hat SEO.
This type of SEO focuses on optimizing your content only for the search engine, not considering humans at all. Since there are lots of ways to bend and break the rules to get your sites to rank high, these are a welcome way for black hat SEOs to make a few thousand dollars fast.
Ultimately this approach results in spammy, crappy pages, which often get banned very fast, often leading to severe punishment for the marketer, ruining their chance of building something sustainable in the future.
You might make a few grand this way, but will continuously have to be on the lookout for search engine updates and come up with new ways to dodge the rules.
White hat SEO, on the other hand, is the way to build a sustainable online business. If you do SEO this way, you’ll focus on your human audience, trying to give them the best content possible and making it easily accessible to them, by playing according to the search engine’s rules.
Needless to say, you’ll only hear and see me talking about white hat SEO.
Choose your side of the force wisely, young Padawan.
Cleaning inside your house and outside: On-Page SEO vs. Off-Page SEO
There are 2 broader categories of SEO:on-page SEO and off-page SEO.On-page SEO concerns all of Google’s ranking factors that are determined by directly looking at the page you try to optimize, such as headlines, content and page structure.
Off-page SEO refers to all variables Google takes a look at, which are not exclusively in your own hands, but depend on other sources, such as social networks, other blogs in your industry and the personal history of the searcher.
They’re different, but you need to get both right, in order to do well with SEO.
To give you a better idea of what that means, here’s an example:
Let’s say you have a house with a garden in the front yard, and a little pathway, that leads through your front yard to your house.
Imagine these two scenarios:
Scenario #1: Your house is super clean on the inside, but your front yard is a mess.
What happens in this scenario? Well, even if you have the cleanest Mary Poppins-style looking house on the inside, if your garden looks like the forest from Sleeping Beauty, no one will come in in the first place.
It’s the same if your page is super optimized around on-page SEO, has great content and looks stunning, but no one gives you credit for it or points to your page.
No one will ever see your beautiful masterpiece, because you won’t get any traffic.
What about the other way around?
Scenario #2: Your front lawn is neatly trimmed, but inside your house is a mess.
Turn things around and they look similar: Having a neatly mowed lawn will attract plenty of people to come visit your house, but if your living room reminds your guests of a war zone, they’ll leave quicker than you can pronounce SEO.
When a visitor leaves your site after viewing only one page, in Google’s eyes that visitor is considered as a bounce. The higher your bounce rate (=number of visitors who leave your site instantly), the worse your page will rank in Google.
That’s why you need to do both on-page SEO and off-page SEO.
You can do several things on your page to get the former right and then even more things outside of that (off the page if you will) to ace the latter.
We’ll take a look at on-page SEO first.
There are 3 big categories in on-page SEO, that you’ll need to take a look at. The first and most important, is content.
You’ve probably heard it before: “Content is king.” Bill Gates made this prediction in 1996 and it’s as true as ever today.
Because a Google search engine customer is happy when he finds the result that serves his needs in the best way.
When you Google “quick and easy homemade mac and cheese,” Google will put all its energy into delivering to you what Google believes is the best recipe for homemade mac and cheese (that takes little time and uses few ingredients) on the entire web.
It doesn’t look for the quickest recipe, the easiest recipe, or throw out a bunch of online shops for frozen dinners.
Google always tries to give you the best possible experience by directing you to the greatest content it can find.This means your number one job, to do well with SEO, is to produce great content.
Bummer, right? You still have to put in a ton of work.
SEO is no different than any other skill – the great results will always come from big effort.
Just like the best marketing in the world won’t help you sell a bad product, super advanced SEO will be useless if you’re content plain sucks.
Here are the factors that make up great content in Google’s eyes:
While the times where just delivering the best quality content would make you stand out from the crowd are long gone, it is still the starting point for any successful SEO effort (and online business, really).
But coming up with great content is not easy, after all, it means you have to become a teacher and a good one at that.
Yet, you don’t have to start from scratch. Okdork has published a great guide on how to create great content by piggybacking on what others have done.
Maybe you have your own ideas already, then it might be worth tobrainstorm for a while and then come up with a compelling headline to start out with.
Once you start writing, make sure you include all the important ingredients of great content in your blog post.
Even if you’re a complete newbie, you can always take a professional approach to great content by simply committing tomaking writing a daily habit and work your way up in increments from there.
Doing your keyword research up front is a crucial part of great content.
Since you ideally want to include your targeted keyword in your post’s headline and throughout the article, you need to choose your keyword before starting to write.
I’ve covered keyword research extensively on Quicksprout, but if you’ve never done keyword research before, you might want to take a look at Hubspot’s guide for beginners.
Out of all on-page SEO factors, this is the one you should spend the most time learning. You don’t even need to buy a book, Backlinko’s definitive guide to keyword research will do.
When I say don’t sleep on this, I mean it. There’s a reason we took the time to compile the top 40 posts on keyword research on KISSmetrics.
Use of keywords
Google has gotten smarter over the years. While you should, of course, use your keyword throughout your content, jamming your keyword into your text as much as possible will hurt your rankings, rather than improve them.
Keyword stuffing is an absolute no-go these days.
In 2015, the use of keywords is much more about semantics.Google has gotten so good at interpreting the meaning of the keywords that searchers use, it’s creepy.
It not only looks at your keyword, but also synonyms of it, to understand what you mean when you type in, say “five guys nyc”.
Google will know that you’re probably not looking for 5 random males, but rather guesses that you’re looking for the fast food chain “Five Guys, Burgers & Fries” by looking at similar searches that may include the keywords “burgers” and “fries.”
As long as you make sure your keyword is present in strategically important places (like headlines, URL and meta description), there is no need to mention it tons of times in your text.
Just focus on the reader and seamlessly integrate your keyword a few times.
Freshness of content
Hubspot has done a benchmark this year that showed, once again, that posting more frequently improves Google rankings.
However, posting new content is only one way to signal Google freshness. There are plenty of things that you can do with already published content to make it more up-to-date.
Brian Dean from Backlinko, for example, has only published around 30 posts in 2 years. Yet, he keeps all of his posts up to date by rewriting them and adding new information as he finds it.
While it is important to publish regularly, you can still get great results with posting once a month, as long as your content is thorough and in-depth.
Finally, one of the more recent updates provides searchers with direct answers. If your content is written clearly enough for Google to recognize it as an answer to a particular question, it will show up directly beneath the search bar.
Matt Cutts, former head of Google’s spam team and often public voice for the latest in SEO and algorithm changes, announced last year that people who were cutting the jargon would be right on track.
That’s why detailed guides and long how-to’s have become more and more popular. So make sure you clear up your writing, fancy buzzwords and complex sentence constructions will neither make you sound smart nor help your SEO game.
Moz has listed out all critical aspects you have to keep in mind, if you want to do well with direct answers.
The next big chunk you have to take care of, once you’ve made sure your content is evergreen, is HTML.You don’t have to be a professional coder or get a degree in programming by any means. But, running an online business without knowing the basics of HTML would be the same as driving without knowing what the colors of traffic lights mean.
Heck, you can even learn it on the job, by just using a simple cheat sheet, like this one.
Let’s take a look at the 4 parts of HTML you should optimize for each and every single piece of content you produce.
Title tags are the online equivalent of newspaper headlines. They are what shows up in the tab of your browser when you open a new page.
The HTML tag used for them is called title, but in case of blogs it often becomes an h1-tag, which stands for heading of the first order.
Every page should only have one h1-tag to make the title clear to Google. We’ve shown you how to do this at Quicksprout University, but the website First Page Sage has compiled a few more things that you can do to get these right.
Meta descriptions are what shows up as an excerpt when Google displays your page as a result to searchers. It’s easy to spot who’s done their SEO homework and who hasn’t by the meta description:
Optimized meta description results will never be cut off and end with “…” or seem like they end mid-sentence. They also often mention their keyword up front.
Don’t overthink this 160 character text snippet though. When writing it, you should keep the searchers in mind, much more so than the search engines.
Schema is the result of a collaboration of several search engines and is basically just a subset of specific HTML tags, which will improve the way your content is displayed on the search engine result pages (also called SERPs).
The rating from the above example with Bitcoin was created using Schema, for example. It’s a rather small factor, but definitely good practice.
I’ve previously identified subheads as one of the 7 things every great landing page needs.
Not only do they help format and structure your content and give your readers easy reference points, but they also affect SEO.
Compared to your h1-tags, h2, h3, h4 and further subheads have less SEO power, but still matter and should therefore be used.
Plus it’s one of the easiest SEO wins you can get in WordPress.
The third and last part of on-page SEO, that I’ll cover, is site architecture. While this part gets super-techy, super fast, there are a few simple things everyone can and should take care of, to improve SEO rankings.
A good website architecture leads to a great experience for the user when he navigates your page, through things such as fast loading times, a safe connection and a mobile-friendly design.
Ideally, you’ll map out the architecture of your site before even buying the domain, which allows you to really get into the head of your user and reverse engineer your way to a great user experience (UX).
ConversionXL has published a great guide on how to make sure your UX rocks.
You also need to optimize a few things in order for a great “search engine experience.” The more accessible your website is to Google, the better it will rank.
Easy to crawl
Remember the spiders from the introductory video? These are the programs that “crawl” from one page on your site to the next through links.
Depending on how well they can index all the pages on your site, they’ll be more likely to report back to Google that you are a good result.
The thicker the web of links between pages of your site, the easier it is for the spiders to reach all of them, giving the search engine a better understanding of your site.
To see a crawl in action, you can use this tool.
There are a lot of myths ranking around duplicate content, and how it hurts your rankings. A common mistake is to think everything on your page should be original.
Re-posting your content on other websites or publishing your guest posts again on your own site, doesn’t hurt your SEO, unless you do it the wrong (spammy) way.
For example, if you re-post your exact same content to a big outlet like Medium, it might hurt your rankings, because Google indexes your Medium article first, as it’s on the more authoritative domain.
In order to make sure you don’t get penalized, educate yourself about 301 redirects, which are a great way to handle duplicate content.
I’ve also put together a guide to show you how to address the issue with rel=canonical tags for links on Quicksprout.
Let’s face it, if your page isn’t mobile-friendly, you lost.
Consider this: Over 500 million Facebook users (that’s half a billion, just for clarity) ONLY uses facebook through their mobile phone on a daily basis.
Most WordPress themes are mobile-friendly from the get go these days, and if not, you can always install a plugin to take care of it.
You can also just implement Google’s suggestions from the tool yourself or hire someone to make the changes.
Don’t fool yourself, you know just how important this is. Remember how angry you were the last time the wifi took 20 seconds to load a page?
Today, we value our time more than anything, and long loading times can absolutely kill your conversions.
ConversionXL has identified a few low hanging fruits for increasing your website speed and at Crazy Egg we show you how to squeeze out that extra second to improve your user experience.
Keywords in URLs
Including your targeted keywords in the URLs of your blog posts is a can’t miss. You shouldn’t squander those SEO points.
You might have to change the structure of your permalinks on WordPress, and should certainly keep your human users in mind, but including your keyword in your URLs is a no brainer.
HTTPS and SSL
Google announced that security is now considered a ranking signal.
There are two common security protocols: HTTPS (a secure version of HTTP) and SSL (Secure Socket Layer).
Both of them work and are worth considering, even if they won’t up your SEO game too much.
Moving from a non-secure connection to HTTPS or SSL is a bit of work, but worth your time. If you’re starting out with a new domain, consider purchasing it as an option from your domain registrar or web hosting service.
Pro tip: You can save a lot of on-page SEO by using a tool. For example, if your blog is a WordPress site, Yoast SEO will help you with many of the important on-page elements we just discussed.
Alright, time to step outside your house and take a look at the front yard. I’ll now show you 4 big areas of off-page SEO.
If you want a solid overview on one page, consider looking at Shane Barker’s great infographic.
PageRank, the famous formula invented by the founders of Google is by far not the only measure they take when ranking pages in the top 10 search results.
Trust is getting increasingly important and most of the recent Google updates have hit spammy and obscure websites.
Quality backlinks from authoritative sites (like .edu or .gov domains), also help. There are 4 parts to building trust.
The overall authority of your site is determined by a mix of 2 kinds of authority you can build:
- Domain authority, which has to do with how well known your domain name is (coca-cola.com is very authoritative, for example), and
- Page authority, which relates to how authoritative the content of a single page (for example a blog post) is.
You can check your authority here, based on a scale of 1 to 100.
To improve your authority, use the cheat sheet that I came up withto increase your authority without cheating.
Your bounce rate is simply a measure of how many people view only one page on your site, before immediately leaving again.
Content, loading times, usability and attracting the right readers are all part of decreasing your bounce rate. The math is simple- the right readers will spend more time on a site that loads fast, looks good and has great content, right?
Video is another great way to do so, but you need your video content to stand out and deliver (Buffer’s 5-step process is a great place to get started with video).
Remember the times before young entrepreneurs like me were all the hype? Who were the most respected businessmen around?
The old guys. The Jack Welchs and Warren Buffetts of the world.
(Google respects age)
With domains on the internet, it’s similar. Domain age matters, if only a little.
If you haven’t got your site up and running yet, consider finding an affordable, expired domain and using it.
As mentioned above, having a brand or personal identity online is a huge trust signal for search engines, but it takes time to build.
You know you’re a brand when you google yourself and something like this pops up:
You don’t have to have a brand name, creating your personal brand works just as well.
What’s more, building brand signals prevents you from future penalties through Google updates.
Just by how far you’re into this search engine optimization guide already shows you that the common conception of “backlinks are everything” is just wrong.
They’re only a part of SEO, just like all the other areas I covered already. There are plenty of ways to get backlinks.
But, no matter what you do, don’t just wait for people to link to you, that’s a fool’s game, you’re going to have to take initiative and ask for them.
Consider these 3 factors when trying to get backlinks:
Quality of links
While links are not everything, when looking at links, their quality is everything. The quality of your links matters much more than the amount of links you have.
Building quality backlinks is all about reaching out to the right sources and offering value in exchange for a solid link, and I show you tons of ways in our advanced guide to link building.
The anchor text is the text used when other sites link to you and yes, it matters. Differentiating between the types of anchor text is part of the nitty gritty, but a good rule of thumb is:
The more natural the link text sounds, the better.
Here’s an example: You could either link to a guide on anchor text best practices by linking the word “click here” or just naturally mentioning it in the flow of your writing (like I did in the first half of this sentence).
The second category is called contextual backlinks, and that’s the one you should strive for.
Number of links
Lastly, the number of total links you have does of course matter as well, and you need to over time build high quality backlinks at scale.
The third category of off-page SEO, that’s worth taking a look at, ispersonal factors. While most of these are out of your control, there are a few things you can do to increase your chances of reaching a certain audience.
All searchers are shown results relevant to the country they’re in. Open times of recommended stores and restaurants are displayed in your time zone.
(country – it’s all about where you’re from)
Words are interpreted differently. Someone searching for “comforter” in the US will be displayed blankets for their bed, whereas someone in the UK might see pacifiers, because that’s what the term means there.
A way to signal Google that you want to target certain countries is of course including them as keywords, but definitely ask yourself it it’s worth it to go multinational.
The geo-targeting goes even further, down to a city-level. That’s why, when you google any fast food chain, you are usually shown results from right around the block.
Again, using city names as keywords helps, but don’t paint yourself into a corner or you’ll end up being considered as a local authority only.
If the searcher has been on the same page before, or even just visited your site in general, you’re more likely to show up, because Google thinks you’re a relevant result for the searcher.
Do you have a YouTube channel, or a Google Plus profile for your brand? If so, the more people like you, the better.
When google recognizes that you’ve signaled you like a brand on social networks, it’s more likely to show you results from those brands, or even personal contacts you have.
Lastly, let’s take a look at the social factors of off-page SEO. Besides social signals directly from the searcher, there are other ways good results on social media will help you rank better.
Whether that’s directly through more links, or indirectly through a PR boost, social matters.
I’ve done several case studies on Quicksprout, proving social media is well worth your time.
There are 2 main factors of influence.
Quality of shares
As with the quality of backlinks, who shares matters more than how often. Google recognizes influencers and when they share your content that share has more SEO juice than your neighbor’s.
A great way to get influencers to share your content is to give them a heads up before you even publish, or still better, include them by quoting or interviewing them.
Of course you should also tell plenty of online celebrities who arealready interested in your topic.
You can find a similar article (maybe one you fund during your research), plug it into a tool called Topsy, and find influencers who shared it.
Then let them know you published a new piece on the same topic.
Number of shares
The secondary social metric is the number of shares. Landing a viral hit is every marketer’s dream, but it is overrated.
Okdork’s guide on what it takes for an article to go viral gives you a few ideas what to optimize, but know that “going viral” is mostly a matter of consistently publishing great content.