seo tutorials

       1.  Overview:

SEO stands for Search Engine Optimization.

SEO is all about optimizing a website for search engines.

SEO is a technique for   :  

  Ø  designing   and developing a website to rank well in search engine results.

  Ø  Improving   the volume and quality of traffic to a website from search engines.  

  Ø  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.

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.

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.

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   & 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:  

Ø  It conforms to the search engine's guidelines.

Ø  It does not involve in any deception.

Ø  It ensures that the content a search engine indexes, and subsequently ranks, is the same content a user will see.

Ø  It ensures that a web page content should have been created for the users and not just for the search engines.  

Ø  It ensures good quality of the web pages.

Ø  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.

Ø  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.

Ø  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.  

Ø  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.  

Ø  Mirror websites by hosting multiple websites – all with conceptually similar content but using different URLs.  

Ø  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 name:

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: 

Ø  Who would be your target audience?

Ø  What you intend to sell to them. Is it a tangible item or just text content?

Ø  What will make your business idea unique or different from everything elsethat is already available in the market?

Ø  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.

Ø  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.

Ø  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.

Ø  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.

Ø  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:  

Ø  Why do you want to build your website?

Ø  Why should people buy off your site and not from other sites?

Ø  What makes you different from others?

Ø  Who are your target audience and what do you intend to sell?

Ø  List 5 to 10 websites that you think are amazing. Now think why they are amazing.

Ø  Create 5 different domain names. Make at least 1 of them funny.

Ø  Tell them to half a dozen people and see which ones are the most memorable.

Ø  You will get more honest feedback if the people do not know you well.  

Ø  Buy your domain name that is catchy, memorable, and relevant to your business.

4.     Relevant Filename:

  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 filenames and found that search engines like Google give too much importance to filenames.

You should think what you want to 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:

Ø  The filename should preferably be short and descriptive.

Ø  It is always good to use same keywords in a filename as well as in page title.

Ø  Do not use filenames such as service.htm or job.htm as they are generic.

Ø  Use actual service name in your file name such as computer-repairing.htm, which is more specific.  Do not use more than 3–4 words in file names.

Ø  Separate the keywords with hyphens rather than underscores.

Ø  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.

seo-course.html

 seo-course-mumbai.html

 seo-tutorials.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)

File Extension:

 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.

Ø Guru Mantra Keep the following points in mind before naming your files:

Ø  Keep the web page filename short, simple, descriptive, and relevant to the page content.

Ø  Try to use a maximum of 3-4 keywords in your  filename,   and these   keywords should appear on your web page title as well.  

Ø  Separate all keywords with hyphen rather than with underscore.

Ø  Keep your sub-directories name as short as possible.

Ø Restrict the file size to less than 101K because Google chops almost   everything above that

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Written by OM MAURYA SIR

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