SEO is short for search engine optimization or search engine optimizer.
Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines.
SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.
It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. The higher a website naturally ranks inorganic results of a search, the greater the chance that that site will be visited by a user.
SEO is typically a set of “white hat” best practices that webmasters and Web content producers follow to help them achieve a better ranking in search engine results. Search Engine Land’s Guide To SEO explains the ranking factors in more depth, in a tutorial providing tips and advice on implementing them
Why we need to use SEO today.
What we want from SEO?
Obviously, every business wants to have maximum visibility and popularity, in fact this is the reason why they go for SEO services. We all want our Website to be number one in the SERPs (Search engine results pages) but without adequate SEO this is never going to happen, and you may never be able to achieve top spot in Google’s search results. It’s all dependent on the competition that’s already out there.
As the Internet grows at a rapid rate and the competition gets stiffer, optimising your Website is the only way you are going to stand out from your competitors.
SEO is divided in to two main areas,
On-page: Meaning your Websites pages, layout, content and relevance.
Off-page: Meaning how you make your Website seem authoritative, usually by creating those good quality in-links. This is mainly done with Social media (Facebook, Twitter, Youtube etc) and advertising. Some people use their Websites link as an e-mail signature or drop links on relative blogs or forums. These are just a few examples of good ways to create an off-page campaign.
Truth is, most novices will make a Website and assume that it will just get found. This simply isn’t true. Without SEO your Website will be practically invisible.
So In layman’s terms, higher the traffic, the more likely is your business to make new customers and generate profit.
In the above example, you can see the various company shows after search which company is on top link means it is used seo.
Types of SEO
|White Hat SEO||Black Hat SEO|
|Definition||White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which don’t run afoul of search engine (mainly Google) guidelines.||Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are in direct conflict with search engine guidelines.|
|Wholesomeness Level||High||Very Low (not wholesome at all if you ask those in charge of cleaning search engine result page spam)|
|Techniques||Some white hat SEO techniques include: high quality content development, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content and manual research and outreach.||Some black hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden text, and hidden links.|
|What to Expect||Steady, gradual, but lasting growth in rankings.||Quick, unpredictable, and short-lasting growth in rankings.|
Black hat is simply where your Websites SEO is done by spamming techniques, Google frowns upon this and it should never be implemented. It will do nothing but damage to your sites credibility. It’s hard enough getting ranked high as it is, so you may as well do it properly.
Here are some Black hat techniques:
- Keyword stuffing:
Packing long lists of keywords and nothing else onto your site will eventually get you penalised by search engines.
- Invisible text:
This is putting lists of keywords in white text on a white background in hopes of attracting more search engine spiders. Again, not a good way to attract searchers or search engine crawlers. Google sees this as deceptive towards not only the spiders but unsuspecting visitors to your Website who might inadvertently click on these links.
- Doorway Pages:
A doorway page is basically a “fake” page that the user will never see. It is purely for search engine spiders, and attempts to trick them into indexing the site higher.
- Malicious redirects:
This is basically the process of making a landing page look like something a user may be looking for and once clicked on leads to user to something completely different. Often these are spam pages, full of advertising links.
Now let’s concentrate on some (On-page) White hat techniques:
A major part of SEO is making sure keywords and phrases are relevant to what the site is offering. With some research you can easily define what keywords should be used for your Website.
- Title optimisation:
A Websites title tag is one of the most important parts of optimisation, and it should be the first thing you do when tackling the on-page optimisation that we talked about earlier. Aim for a title tag of less than 70 characters, it should be as descriptive as possible. When you type a query and look through the SERP listings, the first thing that gets your attention is the title tag, this is why it’s the most important thing to consider.
- Link and Image optimisation:
The file names of your images should not be labeled as PIC3838383.jpg for example, make the names meaningful, use the keyword like you should use for the ALT text, name the image something like free-seo.jpg. The same goes for image title and when you are linking an image, use your keywords.
Link optimisation is done to ensure the overall optimisation of your link structure which will lead to better navigation and better understanding of the content. Targeted anchor text is the most important part of linking, the anchor text provides value for the link. For example, if you are linking to a blog about SEO a good anchor text would be “SEO explained”. If you simply put “click here” or “read more” as your anchor text it does not provide relevance and is a waste of time.
Although it is still important to optimise on-page factors, it’s extremely unlikely to work on its own unless your market is particularly niche. It needs to be complimented with off-page optimisation to work properly.
- Site maps, both XML and user facing
These are important for every Website as it’s Google’s way of finding and indexing your pages.
Avoid common on-page SEO mistakes such as:
- Duplicate content
- URL variants of the same pages
- Off-site images and content on-site
- Duplicate title tags
Now lets concentrate on some (off-page) white hat techniques:
- Creation of Social Networking Sites
Social media is the most important aspect of off-page SEO. Also known as online reputation management, It’s the first step you have to take to initiate the off-page process. Creating profiles on pages such as Facebook, Twitter, Myspace and Youtube etc is just the first step. These pages have to be maintained daily, here you can created new customers, receive reviews, engage with customers, earn reputation and much more. This coupled with social bookmarking is your first steps in to the world of Social Media. Use sites like Digg, Delicious, StumbleUpon, etc for this.
- Link Exchange
Exchange links with other related Websites will help increase your popularity, which is a major factor of Google’s PageRank algorithm. Beware of Black-Hats while doing exchanges.
Write a blog of your own for your company or Website and include lots of unique content. Promote your blog in blog directories and blog search engines. You can also promote your blog by posting comments in other related blogs which will allow you to leave a link in the comments section. If you’re not very good at writing content for blog posts, you can hire a guest blogger for your blog.
- Forum Postings
post or reply to a thread in other service-related pre-existing forums that allow links in your signature which can be crawled by the search engines. Alternatively create your own forum or online discussion board and start a relative discussion or share topics with your friends.
- Directory Submission
Submit your Website to quality directories like DMOZ, Yahoo Directory, Pegasus, ZoomInfo, One Mission, etc. Nowadays many web directories may offer paid listings again I only use free listings.
- Search Engine Submission
Submit your Website to the most popular search engines like Google, Yahoo, Altavista, MSN, Alexa, Alltheweb, Lycos, etc. Personally I will only use the free submission options available and these are a good few.
Ask your friends/family and clients to write a review of your business in major business review sites like RateitAll and on your directory listings such as Freeindex and also on things like your Google map place listing. Not forgetting on all your Social Media pages, Facebook now sports a nice 5 star recommendations box.
- Local Listings & Yellow Pages
Make your Website visible locally, this will help you to reach a targeted audience. Submit your website to Google Local, Maps, Yahoo Local, Yellow Pages etc.
- Article Submission
Write articles of your own and submit them to popular article sites like Ezine, Go Articles, Now Public and of course Hubpages etc. This will help you to attain some deep links for your website (although it can be a slow process).
- Press Release Promotion
Try some PR submission in popular PR websites like Open PR, PR Leap,1888pressrelease, etc. This will help you to publish your site in Google News.
- Free Advertising
Do some classified ads submissions to advertise your products,. again I only use free listing sites such as Gumtree, Freeads etc. I have complied a comprehensive list of all the best free marketing and advertising websites here.
Website SEO Audit
A search engine optimization audit can come in a varying levels of detail and complexity. A simple website audit can be as short as a few pages long, and would address glaring on-page issues such as missing titles, and lack of content. On the other hand other end of the spectrum, a comprehensive website SEO audit will be comprised of dozens of pages (for most larger sites it will be over one hundred pages) and address even the tiniest of website elements which may potentially be detrimental to the ranking-ability of a website.
On-page or on-site search engine optimization refers to SEO techniques which are designed to implement the problems and potential issues that an SEO audit uncovers. This is something which should always be part of all good SEO packages. On-page SEO addresses a variety of fundamental elements (as they relate to SEO) such as page titles, headings, content and content organization, and internal link structure.
As with a website SEO audit, there are basic, as well as comprehensive services when it comes to on-page search engine optimization. At the most basic level, an on-page optimization campaign can be a one-time project which includes recommendations developed through an audit, and the implementation thereof. This type of on-page optimization would generally target the home page and a few other important pages on the website. More comprehensive on-page search engine optimization campaigns will use the findings of a highly detailed website SEO audit, and monitor results to guide ongoing changes to the on-page optimization.
Link Development (Link Building)
Link development is one of the most controversial and often talked (written) about topics of the search engine optimization industry. Since backlinks are the most vital component of any search engine optimization campaign, and at the same time the most time consuming and consequently most expensive (assuming they are good quality links and not just random directory submissions and blog comment spam) part, inevitably, there are many service providers who offer inexpensive link building services in order to attract and impress potential clients. Such schemes include large volumes of directory submissions (e.g., 200 directory submissions per month), worthless blog and forum comment spam (e.g., 100 blog links per month), or article writing and submissions which result in extremely poor quality content published on equally low-quality article directories which contribute in no positive way to ranking improvements. So if someone is quoting you a $500 per month search engine optimization services which includes large volumes of directory submissions, blog posts, articles, blog/forum comments and so on, all you will be doing is throwing your money away. This is not to say that you can’t get link-work for $500 per month; however, it won’t be for a large volume of links.
Good quality link development work focuses on quality rather than quantity. A well researched and relevant, good quality link is worth many times more than hundreds of free directory submissions.
The fundamentals of link building are, have always been and always will be, based on good quality (i.e., useful, interesting, entertaining, educational) content. Because if there is no good content on your site that people can link to, it will be very difficult to convince them to do so.
SEO Content Writing
SEO content writing is somewhat of a misnomer–it really should be replaced with high quality and well researched content writing. The term “SEO content writing” implies that there is a secret writing formula which turns plain everyday text into something magical that gets the attention of the search engines–this could not be further from the truth.
If you are looking for content writing services which will help your website attain higher rankings, what you are really looking for is high quality and well written content, and not SEO content. SEO content is what you would get from a writing sweatshop or someone who cannot afford to write good content because they are only charging you $12 per “article”.
SEO content writing as a service can be useful, if shortcuts are not taken, and the content is not expected to perform magic. Well written, interesting and useful content will inevitably be found, and get attention on its own merits; however, it also helps lay the foundation for a successful link development campaign.
Code optimization is a service you can expect at the highest levels of search engine optimization services, as it involves an overhaul of your website HTML. The optimization of your HTML can impact search engine rankings in two ways. First, it can help alleviate code-clutter, and present your content in an easy-to-understand (for machines, that is, search engine algorithms) format. Second, it can help reduce the load-time of your website pages, so that search engine spiders don’t have to wait around while your page loads (because it’s too long, or has too many images, etc).
A comprehensive search engine optimization campaign will have all of the above elements, but it will also incorporate other important services such as keyword research, ranking reports, traffic reports, and conversion tracking.