1. OVERVIEW
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 does a Search Engine Work?
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 beyond 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 the relevancy of results.
What is SEO Copy writing?
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.
2. TACTICS AND 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. 2. TACTICS AND METHODS
SEO
4
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.
3. WEBSITE 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 available 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.
Guru Mantra
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 sites?
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.
4. DESIGN AND 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 JavaScript which is not advised to be used.
No JavaScript. If you need JavaScript, call it from an external file rather than dumping the code in the HTML file. JavaScript drop-down menus prevent spiders from crawling beyond your homepage. If you use them, be sure to include text links at the bottom of the page.
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.
5. OPTIMIZED METATAGS
There are two important metatags:
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 metatag 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 keywords.
There should not be more than 150 characters in a description metatag of a single web page. 7. OPTIMIZED METATAGS
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 Metatag
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.
6. 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 homepage content, but also all the linked pages should have useful and easy-to-understand content.
Nowadays, 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 given red flags by the search engines.
SEO Content Writing (Copywriting)
SEO Content Writing (also referred as SEO Copywriting) 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. 10. CONTENT IS THE KING
Do not use confusing, ambiguous, and complex language. Use small statements to make your content more understandable.
Keep your webpages short.
Organize and distribute the content on the webpages.
Divide your webpage content 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 your site and they look forward for the next content update and keep coming again and again.
Although you are listed out by a search engine, a net surfer will click only that page whose content snippet looks more unique and interesting.
Conclusion
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.
7. MOBILE SEO
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.
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 and load times. A website is mobile friendly if it has the following attributes:
Its contents are easy to read on a mobile device without having to zoom the screen.
It should be easy to navigate through the site on a small screen.
Most important of all, it should show up in Google search results.
The ranking of a website depends heavily on how mobile friendliness it is.
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:
1. Select a Mobile Configuration
2. Inform Google and other Search Engines
3. Avoid Common Mistakes
8. 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.
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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 does a Search Engine Work?
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 beyond 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 the relevancy of results.
What is SEO Copy writing?
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.
2. TACTICS AND 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. 2. TACTICS AND METHODS
SEO
4
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.
3. WEBSITE 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 available 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.
Guru Mantra
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 sites?
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.
4. DESIGN AND 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 JavaScript which is not advised to be used.
No JavaScript. If you need JavaScript, call it from an external file rather than dumping the code in the HTML file. JavaScript drop-down menus prevent spiders from crawling beyond your homepage. If you use them, be sure to include text links at the bottom of the page.
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.
5. OPTIMIZED METATAGS
There are two important metatags:
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 metatag 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 keywords.
There should not be more than 150 characters in a description metatag of a single web page. 7. OPTIMIZED METATAGS
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 Metatag
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.
6. 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 homepage content, but also all the linked pages should have useful and easy-to-understand content.
Nowadays, 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 given red flags by the search engines.
SEO Content Writing (Copywriting)
SEO Content Writing (also referred as SEO Copywriting) 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. 10. CONTENT IS THE KING
Do not use confusing, ambiguous, and complex language. Use small statements to make your content more understandable.
Keep your webpages short.
Organize and distribute the content on the webpages.
Divide your webpage content 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 your site and they look forward for the next content update and keep coming again and again.
Although you are listed out by a search engine, a net surfer will click only that page whose content snippet looks more unique and interesting.
Conclusion
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.
7. MOBILE SEO
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.
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 and load times. A website is mobile friendly if it has the following attributes:
Its contents are easy to read on a mobile device without having to zoom the screen.
It should be easy to navigate through the site on a small screen.
Most important of all, it should show up in Google search results.
The ranking of a website depends heavily on how mobile friendliness it is.
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:
1. Select a Mobile Configuration
2. Inform Google and other Search Engines
3. Avoid Common Mistakes
8. 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.
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