seo 101 (the seo basics)

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SEO 101 The SEO Basics Created by: Marites Manahan

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The basic things that begginers should know in SEO. Simplified explanation of basic search engine optimization and other SEO terms that you should know.

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Page 1: Seo 101 (the seo basics)

SEO 101The SEO Basics

Created by: Marites Manahan

Page 2: Seo 101 (the seo basics)

Search Engine Optimization refers to the collection of methods and process that allow a site to get more traffic from search engines (Google, Yahoo, Bing). Its goal is to make a particular website as search engine friendly as possible.

SEO can be divided into two main areas: 1. off-page SEO (work on the external part of the website) and,2. on-page SEO (work on internal part of website to help make

your website rank better).

Remember, a website is not fully optimized for search engines except that it applies both on and off-page SEO.

What is SEO?

Page 3: Seo 101 (the seo basics)

Four SEO BenefitsBefore you can get your pages to rank

for your targeted keyword phrases, you need to be sure that the search engines can first find them, and second decipher them. This goes back to making sure that you have a strong, search engine friendly website architecture. You do this by ensuring your links are properly navigable. The navigation of your site must have a properly established hierarchy, and your content needs to be readable.

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Two Process In SEO

1. Natural or Organic SEO is the process of creating and improving websites in a natural way which is not involve payment. It's goal is to create a search engine friendly website both for the visitors and search engine. It is a long time to build.

2. Paid SEO or PPC is a manner of paying the search engine to appear in their ads like Google Adwords. Pay Per Click (PPC) search engine advertising (PPCSE) allows you to quickly leverage the traffic in search engine in forms of bidding or paying for keywords related to the

product or services.

Page 5: Seo 101 (the seo basics)

Rankings

All SEO always want to have a good rankings and rankings are an important part of SEO.

Many people think that they are losing a particular amount in their business because they are not rank in number 1. There are different ranking procedure and bounce rates. It's important to understand that rankings are just providing a way in the door and don't make sales.

Page 6: Seo 101 (the seo basics)

Visitors

You will start to see visitors that counts in your statistics once you get rankings. This is good but will not be your ultimate goal unless you are get paid in a cost per impression basis.

People think that site visitors are those who seek information, filling out forms, shopping, buying and those who return to buy more. Although, technically speaking, websites are not actually visited even in an electronic form.

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Conversions

SEO is not just helping you to get good rankings and driving traffic for your websites. It goals is also to get conversion or ROI(Return On Investment. Helping conversion counts and percentage is also a good sign for businesses.

Conversion could be; a comment on your blog, a download from your site, a follower on twitter and even a purchase of product. Knowing your conversion can help you set your optimization goals to acquire them.

Page 8: Seo 101 (the seo basics)

Keyword Analysis

This is the first step in SEO. In Keyword Research we choose the best keywords for our web pages. This is the most important part of SEO. We will choose the keywords which has good traffic volume. And we make sure that the keyword is related to our webpage.

For example:our website is related to real estate.

Then our keywords will be like this:commercial real estate, real estate, real estate brokers,real estate listing, real estate property

Page 9: Seo 101 (the seo basics)

So, we choose the related keywords for our web pages. In Keyword Research we will decide the targeted keywords for our webpage. The complete keyword Research has been clearly explained in this SEO Tutorial.

We use different tools for searching the keywords. Generally we prefer the free and best tools. In my opinion the free and best of all tools are:

1. Google adwords keyword suggestion tool.- https://adwords.google.com/select/KeywordToolExternal1. Word tracker keyword tool.

- http://labs.wordtracker.com/keyword-questions

Page 10: Seo 101 (the seo basics)

COMPETITION ANALYSISAfter choosing the keywords we prepare the competition analysis for the

keywords. That means we search with the targeted keyword in the search engine and take the top 10 SERP listings. And prepare the analysis of each site of the top 10 list of the targeted keywords.

The competition analysis includes the no. of Backlinks, Domain age, SERP rank, page rank etc.

We will gather the information of every webpage which are listed in top 10 SERP lists. To gather these above details we use different types of tools like SEO QUAKE, SEO4FIREFOX etc. Competition analysis tells us about the competition for the targeted keyword in the search engine. So by observing the competition analysis we can analyze many things like

Page 11: Seo 101 (the seo basics)

Things To ConsiderRelevance: How closely the search term matches the site's products,

services and content. Generally, how relevant is the keyword to your business?

Specificity: How broad or specific a term is.

Popularity: How often the search term is searched for on major search engines. Being popular isn't the most important thing because it is usually more competitive and less specific.

Competitiveness: How many companies are pursuing the keyword? YOu can look at PPC bids to see how much is being spent on the keyword to see how competitive it is.

Page 12: Seo 101 (the seo basics)

On-Page OptimizationThis includes providing good content, good keywords selection.

putting keywords on correct places, giving appropriate title to every page etc.

Google search engine is now following these on-page factors strictly. Besides this Backlinks are needed for the better SERP rank.

After choosing the best keywords we will make sure that the targeted keywords are well optimized in the web page.

Page 13: Seo 101 (the seo basics)

The list of all On-Page Factors:

Keyword should be

• present in the title tag• be written in meta keyword and meta description• be available in the file name or web page name.• be available in the content of the web page.• be written in h1 tag at least once.• Keyword density of the targeted keyword should be around

2% to 7% for better results.

Page 14: Seo 101 (the seo basics)

Off-Page OptimizationIs something which is done off site and usually not visible on the

website however results in pushing the ranking higher on search engines, it is a regular process and must be done ethically for better and long term results.

This includes link building, increasing link popularity by submitting in open directories, search engines, link exchange etc.

This is the final part in the SEO Tutorial. After completing all the above factors we will start doing the off-page Optimization.

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This is a time taking process. We had clearly mentioned all the Off-Page factors in this SEO Tutorial.

It includes:1. Blog submissions2. Classified submissions3. Press releases4. Social bookmarking5. Article submissions6. Forum postings7. Profiling8. Video submissions9. Directory submissions10.Local business center submissions

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How Search Engine Works?

After creating the website we submit it to the Search Engines like Google, Yahoo, MSN, etc. The URL's are stored in URL Server and it send the URL list to the Crawler(Google bot, Spider Viewer).

Crawler crawls(downloads) the web pages. The downloaded pages are send to the repository and then to the indexer. The Indexer calculates the Pagerank and stores them in an order based on keyword and page rank.

When we search for the particular query(keyword) the search engine retrieves the web pages which are related to the query search that has done by the user and displays them in the search engine results page based on the order of the page rank.

Page 17: Seo 101 (the seo basics)

The search engines follows different algorithms for crawling, indexing, processing, pagerank calculation and retrieving.

Search engines can understand only text which is written in the web page. It cannot understand the Images, Flash, Animations, Frames, Javascript content etc.

The search engine revisits the web pages for every 15 days by default. If frequently the website is updated then it will visit our webpage frequently.

Page 18: Seo 101 (the seo basics)

What is SERP?SERP stands for Search Engine Results Page.

The list of web pages displayed by the search engine in a response to a query search in the search bar of a search engine. When a query(keyword) search is done.

The search Engine displays the results which are matching with the keyword in the Page. It contains Paid Results and Organic Results.

We do SEO to optimize the webpage in organic results. Organic results are also called as Natural Search Results. And Paid Results is part of SEM(Search Engine Marketing).

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To List our web page in the sponsored list we have to pay some amount to the google adwords to show them in the paid results listing in the Search Engine Results Page.

The Organic results are displayed depending on the Page Rank and relativity of the Keyword. Google follows strict algorithms to filter the web pages in order to show the best results to the user.

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• Pagerank• Keyword Density• Keyword Proximity• Keyword Prominence• No:of Indexed Pages in Google search engine• Age of the Domain Name• No. of Backlinks etc...

There are many factors like:

Factors Considered in Optimizing the pages in Organic Results

Page 21: Seo 101 (the seo basics)

PageRank

PageRank (PR) is a ranking system that previously was the foundation of the infamous search engine, Google. When search engines were first developed, they ranked all websites equally and would return results based only on the content and meta tags the pages contained.

At the time, however, the PageRank system would revolutionize search engine rankings by including one key factor: a site's authority.

Page 22: Seo 101 (the seo basics)

What is Inbound and Outbound Links?

Inbound links are the links from web page of other websites to our website. Inbound links are very important in getting good page ranks. Inbound links are otherwise called as Backlinks. Inbound links decide the Pagerank of our website. Good page rank increases the importance of the website in the world wide web.

Outbound links are the links which are linked from my website to the other website. Then we say that I have an outbound link. These does not affect the pagerank.

Page 23: Seo 101 (the seo basics)

What is Backlinks?

Backlink is an inward link to your site that may or may not be reciprocated with an outward link back. If page A links to page B then a back link would be a link which goes from page B back to page A.

It acts as one of the key factors in determining the ranking of your website. It helps you to have a track of the other websites on the web that link to your URL.

Page 24: Seo 101 (the seo basics)

What is Google PageRank Calculation?

PageRank Calculation completely depends on the number of Inbound links or backlinks. That is number of links which you got from other sites.

If the number of Inbound links got increased simultaneously Your Page Rank get increases. Quality Inbound links are precious for the hike in PageRank. If there is no Quality Backlinks you will not get any PageRank.

Page 25: Seo 101 (the seo basics)

What is Short & Long Tail Keywords?Keywords are the searches done in Search Engines.

For Example:

If you want to search about Real Estate. Generally we search using terms like

Example:

Real Estate

Real Estate in Makati

Real Estate Manila

Page 26: Seo 101 (the seo basics)

If the number of words is less than or equal to 3 then the keywords are called as Short Tail Keywords.

Example:

seo tutorialseosearch engine optimization

Short Tail Keyword

Page 27: Seo 101 (the seo basics)

Long Tail Keywords:

If the words are more than 3 in a keyword or query. Then it is called as Long Tail Keyword. Short Tail Keyword searches are done more when compared to Long Tail keywords in the search engine.

Example:

optimization tipsfree search engine submission listsearch engine optimization services in london

Page 28: Seo 101 (the seo basics)

Google Search Tips

Page 29: Seo 101 (the seo basics)

To search on a topic on the Google we simply type the query text in the search bar of the Google search engine. When we type the query in the search bar, Search engine uses AND operator and OR operator to search for the queries.

There are some tips on google searches which helps in filtering the search content as per our requirement.

Search for an exact word or phrase "search query" Use quotes to search for an exact word or set of words in a specific

order, without normal improvements such as spelling corrections and synonyms.

Tip: Only use this if you're looking for a very precise word or phrase, because otherwise you could be excluding helpful results by mistake.

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Exclude a word -query Add a dash (-) before a word to exclude all results that include that

word. This is especially useful for synonyms like Jaguar the car brand and jaguar the animal. [ jaguar speed -car ]

Tip: You can also exclude results based on other operators, like excluding all results from a

specific site.[ pandas -site:wikipedia.org ]

Include similar words ~query Normally, synonyms might replace some words in your original

query. Add a tilde sign (~) immediately in front of a word to search for that word as well as even more synonyms.

[ ~food facts ] includes results for "nutrition facts"

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Search within a site or domain site: query Include "site:" to search for information within a single website

like all mentions of "Olympics" on the New York Times website. [ Olympics site:nytimes.com ]

Tip: Also search within a specific top-level domain like .org or .edu or country top-level domain like .de or .jp. [ Olympics site:.gov ]

Include a "fill in the blank" query * query Use an asterisk (*) within a query as a placeholder for any

unknown or "wildcard" terms. Use with quotation marks to find variations of that exact phrase or to remember words in the middle of a phrase. [ "a * saved is a * earned" ]

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Search for either word query OR query If you want to search for pages that may have just one of several

words, include OR (capitalized) between the words. Without the OR, your results would typically show only pages that match both terms. You can also use the | symbol between words for the same effect. [ olympics location 2014 OR 2018 ]

Tip: Enclose phrases in quotes to search for either one of several phrases.

[ "world cup 2014" OR "olympics 2014" ]

Search for a number range number..number Separate numbers by two periods (with no spaces) to see results

that contain numbers in a given range of things like dates, prices, and measurements. [ camera $50..$100]

Tip: Use only one number with the two periods to indicate an upper maximum or a

lower minimum. [ world cup winners ..2000 ]

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Do's and Don'tSEO

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Don't do the followings:• Don't keep hidden text on your web pages.

• Don't create alt 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 blacklisted sites.

• Don't try to fool your site visitors by using misspelled keyword.

• Don't send spam emails to thousand of email IDs.

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• 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.

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Do the followings:

• 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 Sitemap, Help, FAQ, About Us, Link to Us, Copyright, Disclaimer, Privacy Policy pages on mandatory basis.

• Create a homepage link to each and every web page and provide easy navigation through all the pages.

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• 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.

There are various other tips which can help you to optimize your web site for many Search Engines.

Page 38: Seo 101 (the seo basics)

“…The objective is not to make your links appear natural”; the objective is that your links are natural.”

- Matt Cutts, mattcutts.com

“Even the best SEOs are not magicians. They can't simply place a site at the top of the engines when there are hundreds of thousands (if not millions) of others that offer basically the same thing, and provide

basically the same information. If they could, you'd see a whole lot more millionaire SEOs.”

- Jill Whalen, highrankings.com

“Google only loves you when everyone else loves you first.” -Wendy Piersall, problogger

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