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seo-guide

seo-guide

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Published by Shafqat Hussain

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Published by: Shafqat Hussain on Oct 13, 2011
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04/22/2013

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Spoon-FedSEOin12StepsforTopRankingonGoogle,Yahoo!andMSN
IfyouthinkMETAtagsstillrule,youneedtoreadthismanual
Somenotsohonestwebmasterthatcamebeforeyouinthe1990susedMETAtagspammingandotherwebpagemanipulationtechniquestogethigherrankings.Thesearchenginesgotthemessageloudandclear,andansweredbackwithasetofalgorithmchangesthatarestillevolvingtoday.TheMetatagswereslowlyphasedoutasreliablewaystodeterminetherelevancyofawebpagebythemajorsearchenginesbythelate1990s.Currently,theMETAdescriptiontag’sonlyrealvalueisforwebsiteownerstosuccinctlydescribetheirsitesinthesearchresults.Itnolongerhasanyrankingrelevanceatall.Sonowthesearchengineshavetheupperhand,anddishonestwebmasterhaveamuchhardertimemanipulatingthesearchresults.Ofcoursetherearestillalotofpeopleouttherewhocangamethesearchenginesforatleastafewweeksormonthsuntiltheirsitesarepenalizedbytheengines.Atthatpoint,theysimplyregisteranewdomainandstartoverwithanewlinkfarm,blogspamming,oranewhotoffthepress"blackhat"SEOtechniquethesearchengineshaven'tdiscovered
yet 
.
AvoidingthebadapplesofSEO
Wehopeyouareherebecauseyouwantyourwebsitetodowellonthesearchenginesforalongtimeandnotjustforadayortwo.ThesearchenginescontinuetochallengeevenseasonedSEOprofessionals,butbynomeansissearchengineoptimizationan"elite"skillonlyahandfulof peopleintheworldcanmaster.AlthoughalotofInternetmarketersarepushingsomenew
secretformulas
forgamingthesearchengines,thefactistherearenoneifyouwanttoensureyoursite'slongtermsuccess.Ineverymarketwecanfindsnakeoilsalesmenwhoarepeddlingthenextmiraclecuretoyourproblems,andtheInternetmarketingworldisnoexception.Justtakealookatthistypicalclaimbelow.Thesalespitchisalwaysthesame.Theysayyouaremissingakeyingredientinyourwebpromotioncampaignandonlytheyknowwhatitis.OrtheyflauntinfrontofyouaffiliatechecksorClickbankearningsreportstoconvinceyoutheyknowthenextbigSEOsecretandifyoudon'tbuytheire-bookorspamgeneratorgizmoyouaregoingtomisstheboat.SEOis
notasecret,
buta
discipline
thatcanbelearnedbyanyone.Yes,thatincludeseven
you
.
HowcanImasterSEO?
DedicatesufficienttimetolearnthefundamentalsofSEOandsearchengineguidelines.
Ifyoudon'thavethebudgettohireaSEOtodotheworkforyou,youwillneedtohaveafairamountoftimeonyourhandstounderstandthemostbasicSEOtechniques.Thismanualcouldtakeonlyafewhourstoread,butweguaranteeitwilltakeafewweekstoreallysinkinevenafterafewre-reads.
Masterkeywordresearchtechniques.
Imagineifyouweretheownerofaretailstoreonabusystreet,andyourstoredidn'thaveasign.Youwouldprobablygetalotof peoplewhocomeintoyourstorejustoutofcuriosity,butwouldtheyfindwhattheyarelookingfor?Mostlikelynot.It'sthesamewiththesearchenginesandkeywords.If youoptimizeyoursiteforthewrongkeywords,youwillgetalotoflookersandnobuyers.
UnderstandwebdesignandHTMLataverybasiclevelandlearnaWYSIWYGHTMLeditorsuchasDreamweaver.
Ifyoucan'tmakechangestoyourwebpagesanduploadthem,thereisnochanceofimprovingitsrelevancethroughkeywordoptimization.Youdon'tneedtohavecompletecontroloverthewebsite,asyoumay
Page1
 
workwithatemplatebasedCMS(ContentManagementSystem),butyouneedtobeabletomakemodificationstotheTitletags,METAdescriptionandthebodycontent.If youhaveawebdesignerwhomakesthechangesforyou,that'sperfectlyfineaswell.
LearntowriteandinjectkeywordsintowebcontentandHTMLelements.
Youdon'tneedtobeanexpertwritertocreatewelloptimizedkeywordrichcontent.Aslongasyouunderstandyoupotentialvisitors'needsandwants,writingsearchengineoptimizedwebcopycanbelearnedbyanyone.Theimportantthingtorememberistoalwayswriteforyour
webaudiencefirst 
,and
then
tweakyourcopytoincorporateyourtargetkeywords.
Dedicateenoughtimetogrowtheirwebsitecontentbyafewpagesaweek.
Mostsmallbusinesswebsitesstopexpandingtheirwebcontentafter4–5pages,whichalsoincludesomenotsorelevantpageslikeprivacypolicies,contactuspage,etc.Websiteswithmorerelevantinformationalpagesdobetteronthesearchengines.Socommittowritingatleastonenewpageperweekonatopicthatanswerssomecommonquestionsyourvisitorsmayhave.Beginwith"howtotips,”"top10lists,”and"didyouknowarticles"tostartyourcreativejuicesflowing.
Grasptheconceptsoflinksandcanexecutealinkbuildingplan.
Ifyouwereahiringmanagerforalargecompany,wouldyouhiresomeonewithoutcheckingtheirreferences?Thereferencesprovidesometangiblewaytovalidatethecandidate'sskills.Linksaretheequivalenttoreferencesontheweb.Thesearchenginesuselinksasvalidationofanotherwebsite'svalueandqualityonaspecificsearchtopic.Themorelinksthesearchenginesfindfromreputablewebsiteslinkingtoanothersite,thehighertheyrankthem.
RemainpatienteveninthefaceofsuddenrankingdropsandcontinuetolearnmoreaboutSEOeachday.
Overreacting
torankingchangesandundoingallthepreviousworkisthesinglemostreasonnewwebmastersfailatSEO.Ifyoursiteisonlyafewmonthsold,youneedtogiveyourselfandyoursiteatleastayeartoattainreasonableranking.Aslongasyoufollowthesafeoptimizationandlinkbuildingtechniqueswedescribeinthefollowingchapters,anyrankingfluctuationwillbeonlytemporaryandthereisnoreasontochangecourse.EducateyourselfdailybysubscribingtoSEOblogfeeds,readSEOforumpostsandexpertarticles.YoucanfindsomeofthemostpopularSEOresourcesatthebottomofthispage.
What'ssosecretiveaboutsearchengines?
"SEO""Keywords""SERP""PageRank""BackLinks"Whatdoallthesetermsmean?Well,thatdependsonwhenyoufirstrealizedyourwebsiteneedssearchenginetrafficinordertoattractvisitorstogrowyourbusiness.Thetermsabovearecommonknowledgetomostwebmasterswhohaveatleastvisitedafewtopsearchenginemarketingportals,SEOforums,orreadatleastonee-bookonSEO.Ifyouareunfamiliarwiththeseterms,don'tdespair.Weunderstandtheconfusionaboutthesearchengineoptimizationprocess,andweareheretoguideyouwithaneasytofollowroadmap.Searchenginesarestillverymuchmisunderstoodbymostwebmastersbecause
thesearchenginesdon'tpublishtheexactmethodstheyusetorankwebsites
.Ifyouareseriousaboutyourwebsite'svisibility,youoweittoyourselftolearnasmuchasyoucanaboutthemosteffectiveandsafemethodstogettoprankingonGoogle,Yahoo!,andMSN.Whatyouhavetorealizeissearchenginesactuallyneedyourwebsitefortheirsurvivalandprofitability.ThecommercialaspectoftheInternethascreatedanentirelydifferentsetofproblemsforthesearchengines.SearchenginesexistedlongbeforeGooglecamealonginlibraries,researchinstitutions,andgovernmentfacilities.Inthoseearlydays,thedocumentretrievalprocessconsistedofmainlylookingatthecontentofthedocumentswithoutanyexternalinfluencesandlinks.TheInternetexplosionhassingle-handedlycreatedtheracetoinventthe"smartest"searchenginethatisabletofindthe"diamondsintherough.”Thediamondsbeingthetrulyvaluablewebcontentthatisrelevanttouserqueries,andtheroughbeingthejunkylowqualitydeceptivewebpagesthattrytomisleadthesearchengines.Organizingthebillionsofwebpagesanditscontentintomeaningful,relevantwellsortedsearchresultsisanimmensetaskevenforGoogle.Thinkofsearchenginesastheeditorialwatchdogofallcontentontheweb.Aschiefeditors,it'sthesearchenginesjobtoretrievethemostsuitablewebpagesinresponsetoauserquery.The
Page2
 
searchenginesmakemoneybydisplayingadsnexttothenaturalsearchresultsreturned.Thisiswhytheirsearchrelevancyisthekeytotheirsurvival.Themorerelevantthesearchresultsare,themorepeoplewillmakethemtheirfavoritesearchtools.Sinceabout2001,Googlehasbeendoingafantasticjobatreturningthemostrelevantresultsandhasbeenrewardedwithhoardsofadvertisersbiddingonkeywordsmakingthemapileofmoneyyearafteryear.Inordertokeeptheirsearchresultsrelevant,thesearchengineshavetoensurethereisalevelplayingfieldamongwebsites.Theydothisbyfrequentlytweakingtheiralgorithmstofindbadapplesthatdon'tplaybytherules.Thisshorttutorialwilltrytotakeyouthroughthenecessarystepstobuildasitethesearchengineswillloveandrewardyouwithhighranking(s).Andfinally,thistutorialwouldnotbecompleteifwealsodidn'twarnyouabouttheinherentrisksoftryingtotrickorgamethesearchengineswithdifferentspammingtechniquestogetaheadofthepack.
Thepaidkeywordadvertisingalternatives
Thenaturalsearchresultsarerankedbythesearchengine'salgorithmwhileothersaresimplypaidadvertisementsfromcompanieswillingtobuytheirwaytothetopusingpay-per-click(PPC)advertising.WhenperformingasearchforalmostanyconceivablekeywordonGoogle,Yahoo!orMSN,you'lllikelyseeasetofresultslabeledasSponsoredLinksorSponsorResults.Somesponsoredresultsmayappearinthesameformatasthenaturalsearchresults,whileothersarelistedwithincoloredtextboxesalongthesideofthepage.Pleaseseetheillustrationsbelow.

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