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SEO
On Page Optimization
What is SEO
Search engine optimization (SEO) is the process of optimizing a webpage to improve ranking and to achieve higher visibility in search engines.
It is the process of affecting the visibility of a website or a web page in search engine's, natural or unpaid results.
SEO is traditionally divided into two main areas
1. On Page Optimization - On Page Optimization is a process of what can be done on the pages of a website in order to make it more search engine friendly to achieve good search engine ranking for targeted keywords.
2. Off Page Optimization - Off-page SEO is a process of optimizing your web pages outside your website by getting links back to it as the only thing you can do outside your website is to build links back to it.
Types of SEO
On- Page Optimization
On Page optimization is one of the very first step of SEO which every webmaster should look into.
This technique includes the optimization of texts, images, tags, URL structure, internal links, headers etc.
Proper on-page optimization for a website will not only rank well in a search engine but also increase the overall readability of the website for our visitors.
On page search engine optimization is the most important part in the process of SEO. It is said that if on page SEO is perfect, 70% job of the SEO is done and rest depends on the off page SEO.
Important Components of On-Page SEO
1. Title Optimization
2. Meta Tags Optimization
3. Important HTML Tags (HI Tags / Alt tags)
4. Keyword Optimization
5. Internal linking/External Outbound Linking
6. URL Optimization
7. Image Optimization
8. Content Optimization
Title Optimization
• Title tag is the page title what is displayed in the title bar of your browser window.
• Title tag represents the whole flavour & content of your website.
• A site’s title tag is the most important website optimization element and this page title appears in three places
– Google search results page– On the top of a user’s browser bar and– In other websites when you bookmark a page.
• A title tag should be short but descriptive enough for your visitors to identify you and your business.
• Title tag is the first thing that is shown & indexed by the search engines.
• Title has to be appealing enough to the search engine in order to rank you above thousands of other similar websites like yours.
Guidelines for giving Page title or Title tags
1. Each page should have a unique title.
2. The primary target keyword should appear first.
3. The <title> tag is the first element in the <head> section of your page - this makes it easier to find by Google
4. Each keyword phrase should be separated by pipes (|)
5. Each page title on your website should be unique
6. The title shouldn't consist of much more than about 9 words or 70 characters.
• Note more than 3 long-tail keywords per page title should be given
1. Except for your homepage, each page title does not need to incorporate your company name. Include your company name at the end of the title
Meta Tags Optimization
There are two important Meta Tags. They are Meta description tag, Meta keyword tag, Revisit tag, Robots tag, Googlebot tag.
Meta Description Tag
A site’s Meta description should contain a brief description of your website focusing on the areas and services that your business is specialized in.
• The meta description appears on a Google search results page under the Page Title.
• This small piece of text can be considered as a selling snippet, if a searcher finds it appealing he is likely to click and go inside your page to find out more information
• If your Meta Description is too generic and isn’t written too well then there is a chance that your site will simply be ignored
Guidelines for giving Meta Description:
• Be under 150 characters (but not under 100 characters; take advantage of the space you have)• Incorporate the primary target keyword. Including some of your keywords will give you some advantage in
Google’s relevancy algorithm
• Provide a valuable, compelling reason for why someone should visit the page
Meta Keyword Tag
Meta keywords are the least important tag for Search engine like Google. But it is an easy way to tell our important keywords to search engine.
Meta keywords should contain less than 250 characters.
Now Google is not considering Meta keywords as one of the ranking factor. But other search engines still use them in their algorithm
Guidelines for good meta keywords tags
• Use synonyms
• Use unique keywords
• Add very few meta keywords(Max 10) to the page that are related to the page title and contentNote: Do not stuff too many keywords
Robots tag
Use a special HTML <META> tag to tell robots not to index the content of a page, and/or not scan it for links to follow.
Usage
Inserted in the <head> section <head> <meta name=”robots” content=”content”> </head>
Googlebot tag
Googlebot obeys the noindex, nofollow, and noarchive Robots META Tag. If you place the tag in the head of your HTML/XHTML document, you can cause Google to not index, not follow, and/or not archive particular documents on your site. Example:<meta name="googlebot" content="all, index, follow" />
Important HTML Tags
It is necessary for you to highlight certain parts of your website that you want your readers to look at and there are several tags in html which allows you to do
• Header tags [h1] [h2] [h3]• Bold [strong], • Italic [em]
The text inside your header tags (e.g. [h1]) is given very high importance by the search engine
Header Tags:
Header 1: Header 1 should be used to define the most important section of your page. Usually Header 1 is used for Site’s title or header text.
Header 2 & 3: Header 2 and 3 can be used for Page/Post titles or important sections of your pages. Separating your content with headers is a good practice as it makes your site more readable and easy to navigate.
Text Styles:
Bold: You can bold (e.g. [strong]) certain words which are of high importance. Sometimes it’s good to bold your keywords where appropriate. However overdoing this may get you penalized.
Italic: You can use the [em] tag to emphasize certain words which will appear in italic.
Alt Tag
HTML tag that provides alternative text when non-textual elements, typically images are used. Alt tag with Title (tool tip)
It is a graphical user interface element which displays a small hover box with information about the image being hovered over. User can find the information without clicking on it. Benefits of using alt tags:
• The content becomes visible when a mouse passes over the image• The content appears whenever the image fails to load• And the latest HTML Specs require that images must have an Alt Tag
Example:<div align="center"><img src="images/e-book.gif" alt="Free eBook" width="220" height="26" /></div> Anchor/link Tag: Anchor tag is used to create links. Example:<a href="http://www.Samskriti.com/index.php"></a>
Keyword Optimization
In web terminology a keyword is a term that a person enters into a search engine to find specific information.
Most people enter search phrases that consists of between two and five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive
Your site’s content needs to be optimized in such a way that it can suit both search engines & your readers
Stuffing your site with too many keywords can make your site unreadable. So have balance between your keywords & your content.
Important elements of Keyword Optimization
Research: Do a proper research before you decide on your keywords. There are plenty of free tools that can help do keyword research. (Ex - SEObook Keyword Suggestion tool, Google Adwords Keyword Tool)
Long Tail Keywords: It is good to target some long tail keywords as they are comparatively easier to rank for. During your keyword research gather long tail keywords or give your own long tail keywords, for ex add some common words like – ‘best’, ‘free’, ‘cheap’, ‘top’ etc. along with your actual keyword and that makes good long tail keywords.
Synonyms & Related Keywords: Giving keywords synonyms helps make content sound natural and still helps in SEO.
Keyword Density: Keyword density is the percentage density of a keyword or phrase available on a webpage compared to the total number of words on the page. It is one of the important ranking factors for search engines to display a webpage on the SERP. Try to have a moderate keyword density so that it can help the search engine to determine that your page is indeed related & relevant to the keyword that you are targeting.
Internal Linking
It is important to optimize your internal & external outbound links for search engines as well as to give your visitors a better navigation.
Important elements of Link Optimization:
Use good Anchor Text when you are linking to other people and for internal linking as well.
Include appropriate keyword in the anchor text which gives the outbound link a ‘proper meaning’ and value.
A good & clean Internal Link Structure with proper use of anchor text will definitely help. E.g. “SEO Services” is a better anchor text compared to “click here”.
If you mention primary target keyword of a particular page on other pages within your site, link to this page using the primary target keyword as the anchor text. For example, you should link to a page about SEO services using the anchor text “SEO services”
Anchor Text - The Anchor Title plays a very important role and will be seen by most of the search engines. So your anchor title should have appropriate keywords.
The Anchor Text is important part which should be selected very carefully because this text will be used not only of search engines but also for the navigation purpose.
URL Optimization
The website page’s URL should include the primary target keyword.
Make SEO-friendly URLs.
Use keywords in your URLs and file names. e.g. http://www.samskritisolutions.com/social-media-optimization.php
Each word in the URL should be separated using dashes (-). e.g. http://www.samskritisolutions.com/search-engine-optimization.php
Use as few levels as possible.
A file with 3+ hyphens tends to look spammy and users may be hesitant to click on it.
Use hyphens in URLs and file names, not underscores
Hyphens are treated as a “space,” while underscores are not
The optimal format of an SEO friendly URL
1. Begin with a domain name, and its categories must be named in such a way that they become keywords
2. Have targeted keywords embedded into the webpage
Image Optimization
If your site has lot of images, you need to optimize them as they can’t be read by the search engines. It’s very easy for a human reader to interpret the image into its meaning. However for a Web crawler the whole interpreting process is completely different. Search Engine spiders can only read text but not images. So you need to use some special tags for your images in order to give them some meaning.
Image Optimization Elements
Alt text : ALT text or Alternate Text is the text to describe your image when your mouse moves over an image on your web page. The text should be meaningful but short. You can use your relevant keywords as ALT text. If your browser can’t display the image for some reason, the alt text is used in place of that particular image.
File name : always use meaningful file name for your images, use names like “apple-iphone-cover.jpg” instead of meaningless “DSC24045.jpg”. Keep image file name same or similar to the ALT text.
Image Title : always use the title tag in images which will show the title as tool tip when a user moves his mouse over the image. Example of an image with title tag: [img src=”http://imagelocation.jpg” alt=”Image description” title=”Title of the Image”]
Image Linking : Whenever you want to link to your image, use the image keywords in your link text. Example: use “view an Apple iPhone”, instead of “Click here to view” as the anchor text.
Content Optimization
Content basically includes what you see on the site: the text, graphics and even links to outside world.
Superior the quality of your content, the higher the ranking you achieve, larger the traffic you gain and greater the popularity of your website.
A relevant, fresh, and timely content is crucial to attracting and keeping visitors to your web pages. It will help you both draw traffic from search engines and create audience loyalty.
Search engines prefer good quality sites in their index and search results.
Unique, High-Quality Content
Content is The King
While raking a page against other, it matters how rich content is available on a page.
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 web page content 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-catchers, compelling your visitors to read on and want what you have to offer in your website.
Don't use confusing and complex language. Use small statements to make your content more understandable.
Keep your web pages short and don't put all the content on a single page.
Divide your web page content also into short paragraphs.
Avoid Common On-Page SEO mistakes
• Duplicate content• URL variants of the same pages• Off-site images and content on-site• Duplicate title tags
• Hidden text• Hidden links• Keyword repetition• Doorway pages• Mirror pages• Cloaking
Avoid spam SEO Tactics
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Harjeet SinghSEO Executive at Bull18 Networks