Let us have the remaining of the tutorial. Chapter -2
For the purposes of search-engine optimization, keep in mind that search engines do not actually rank Web sites; instead, search engines rank individual Web pages. Therefore, in order to succeed with SEO each and every page of your Web site must be optimized for search-engine purposes. The most important element of each of your Web pages is substantial unique content. However, you can optimize numerous other important structural and technological factors on your Web pages to ensure that you position yourself to rank well within the search-engine results. For example, optimizing technical on-site Web page factors such as adding correct filenames, title tags, meta description tags, meta keyword tags, and meta robots tags is crucial to making sure the search-engine spiders can determine the relevance of your Web site. Besides your domain name, the first things search engines discover when spidering through the pages of your Web site are your filenames. Every single page of your Web site resides in a different file. By titling your pages with search-engine optimization in mind, you have a powerful opportunity to establish relevance to a certain topic or keyword. Each page of your Web site should contain a unique title tag that includes the target keywords you want to rank for. Search engines place great importance on the text contained within your title tag and use it as a primary indicator of what your Web page is about. Therefore, your title tag should include your target keywords and also provide a concise statement summarizing the content of your Web page. Although search engines rarely use description and keyword tags for ranking purposes, each page of your Web site should include unique description and keyword tags. Description tags can be especially important because search engines often use them as the display text shown when a search query triggers your Web page. Therefore, your description tag should include a call-to-action marketing message so that your listing stands out among other listings and gets clicked.
Optimizing your content with header tags and other text modifiers allows you to stress the main ideas and topics that your content covers. Header tags are HTML tags used to apply significance to keywords or phrases within a Web page. Placing a selection of text within a header tag tells the search-engine spiders that the text is of a certain level of importance. Using text modifiers, you can emphasize certain blocks of text by bolding, italicizing, or underlining. Taking care to optimize Web page images is important for those Web browsers that do not support images, and because search-engine spiders are unable to accurately read the content of an image, doing so presents an extra opportunity to add keyword-rich content to your page. Links provide the pathways that search-engine spiders need to find your Web pages. Creating links with search-engine optimization in mind is necessary for optimal results. Throughout the process of creating Web pages you should try to adhere to the standards set forth by the
W3 Consortium, which works to create standards in Web design and development that ensure Internet-wide compatibility.
Basic Web Site Structure
A well-optimized Web site design and structure helps to improve the overall performance of your Web site, making it easier for users to navigate and for search engines to find and index all of your content. You want to balance your Web site design between the needs of your users and the
needs of the search engines. To be successful, your Website should not only provide a superior user experience, but also include an optimal structure so that search engines index your content. One way to ensure that search engines find all of your content is by submitting a sitemap. Think of your sitemap as an outline of your entire Web site. A sitemap displays the inner framework and organization of your Web site’s structure to the search engines. A sitemap should reflect the entire navigational structure of your Web site so that search-engine spiders can find and index all of your content. As you add new content to your Web site, you should submit your sitemap to the search engines on a regular basis, every 24 hours or so.
site so that it is indexed, you may want to instruct the search engines not to index a particular page. A robots.txt file allows you to tell the spiders what they may and may not do when they arrive at your domain. Robots.txt files also provide you a means to prevent both potential copyright infringements and search-engine spiders from consuming excessive amounts of bandwidth on your server. One primary example of advanced Web site structuring includes the use of the nofollow attribute. The nofollow attribute instructs search-engine spiders that they should not follow a particular link or view that link as anything of significance when determining ranking. Because search engines count links from your Web site to another Web site as a vote for search-engine ranking purposes, you can add nofollow if you do not want the search-engine spider to credit the link.
A second advanced Web site structural consideration is the way you structure your URLs. URLs must be structured so that they are easily spidered and organized and create a user-friendly Web site navigation system. For example, search engines as well as people prefer URLs that are simple
and that include the keywords describing the page within the URL string.
A third structural consideration is the use of an .htaccess file. An .htaccess file is the Apache Web server’s configuration file. It is a straightforward yet powerful text file that can accomplish a wide variety of functions that allow you to protect your Web site from content-stealing robots. Moreover, .htaccess is useful in that it allows you to dynamically rewrite poorly formed URLs that shopping cart or blog software generate. Other advanced Web site structural considerations include using mod_rewrite to rewrite URLs, redirecting non-www traffic to your www domain, and using 301 redirects
whenever you change or redesign your Web site. Each advanced structuring technique provides you with procedures to ensure that search engines recognize your Web site and that each of your Web pages are correctly indexed.
Creating Original Content
Creating well-written, original content is absolutely critical to your long-term search-engine-optimization success. Content is what visitors use to determine value and one of the primary factors that search engines use to rank your Web site. Whether your Web site ends up on the first page
or the one-hundredth page of Google largely depends on the quality and relevance of your content. Although you should keep SEO principles in mind when you create content, the key to building long-term ranking on search engines is to write content for people, not search engines. Original and naturally flowing content provides your readers with a positive, enjoyable user experience and greatly improves your chances of top search-engine rankings. Avoid writing content solely for search-engine-optimization purposes and you can greatly increase your likelihood of long-term SEO success. When you write content, you must avoid duplicate content. Duplicate content occurs when your Web site contains content that already exists on the World Wide Web. Duplicate content issues can have a detrimental effect on your SEO success and should be avoided at all costs. Writing original content is the most obvious way to avoid duplicate content. If you feel that you do not have the time to build large amounts of unique content, you can employ tools on your Web site, such as user reviews, that allow for user-generated content. User-generated content allows your content to remain fresh, which is one of the factors search engines use to rank one Web site over another with similar authority.
Writing original content and adding user-generated content does not entirely protect you from duplicate content issues. You must protect yourself from others stealing your content because Google cannot algorithmically detect who owns content. Fortunately, tools such as Copyscape are available
that help you avoid and prevent duplicate content issues. Although you should write content for people and not search engines, you should also use proper keyword density throughout each page of your Web site. First, you want to optimize each page of your Web site for no more than one
or two target keywords, while at the same time making sure that you do not inadvertently repeat nontarget keywords. By using available tools to maximize optimal keyword density, you can incorporate a substantial number of target keywords throughout your content without compromising
the naturally flowing aesthetics of the writing. You should keep in mind a few important content creation principles as you build your Web site. First, search-engine algorithms cannot read text that is included in images. Therefore, always include important text and target keywords that appear in images in text form. You can still use images, but search engines cannot read the text contained within them. Second, when drafting your content
you can use a powerful content creation principle called latent semantic content, which involves using keywords very similar to your target keywords to enhance the theme and relevance of your page. For example, if your target keyword is “Old Spice,” you can also use words like “deodorant”
and “cologne” to enhance the thematic relatedness and relevancy of your page for your target keyword “Old Spice.”
Creating a community such as a blog or forum on your Web site is one of the most effective ways to keep your content fresh, while helping to establish your site as an authority for your given area of business. Search engines such as Google favor Web sites with fresh content over similarly authoritative Web sites that do not update content as often. Starting a community is easy and inexpensive. A clear benefit of creating a community on your Web site is the fact that communities promote interaction and content creation among your users. User-generated content from blogs and forums is a great way to build a reputation as an authority and provides you with opportunities to gain additional, unanticipated search-engine rankings.
A blog is an online journal or diary that is frequently updated by an author and typically allows readers to interact by providing comments after each blog post is published. Regardless of what kind of Web site you own, having a blog is a good idea. First, a blog provides clear search-engine-optimization benefits through controlled content creation and user-generated content via user comments. Second, a blog helps to establish you as an
expert. As an expert, other Web sites will link to your content, which helps to improve your search-engine ranking. Third, blogs are sticky. In other words, your users will want to join your RSS feed and come back to your Web site frequently to check for new content and learn about
your products and services. Blogs are a great tool for communicating special offers and deals to loyal readers, and they allow you to go into
detail about specific products that might require detailed explanation. For example, if you are about to launch a new product that includes a new, revolutionary way of doing something, a blog allows you to make the case for the benefits and usefulness of the product versus oldergeneration
products. Unlike a blog, a community forum is a discussion board where members and forum moderators interact by posting questions and answers and discussing common problems. A forum encourages your visitors to return again and again by allowing interaction and information sharing.
Because forums are ultimately message boards where people ask and answer questions, a forum can provide a great place to refer a customer who has a question that may be shared by other members of the community. If a visitor has a question about the durability of a particular product or is unsure about one product over another, a forum provides a venue to get feedback and to generate interest in your products. Having a forum on your Web site allows you to understand more about your visitors by reading the conversations and discussions between them. You can use this type of information to minimize demand placed on your customer service by addressing a customer concern before it spreads. Additionally, you can use a forum to ask your customers bout what products they want that you do not currently have. Regardless of whether it is good or bad, consumer feedback can be invaluable and can help you market your products or services more effectively. Keep in mind that a forum on your Web site does not solely have to be about promoting your products and services. Equally valuable is the information that you can get from your customers to improve your overall Web site initiatives.
Here Lets u stop here. We will be now discussing Link Building, Google Analytics, SMO, and PPC campaigns in our next Chapter. Just Stay Tuned.