Search Engine Optimization Guide & SEO Tips

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Search Engine Optimization Tips

Search Engine Optimization Starter Guide!

SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your website optimization and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website optimization owners, including:

Review of your website optimization content or structure
Technical advice on website optimization development: for example, hosting, redirects, error pages, use of JavaScript
Content development
Management of online business development campaigns
Keyword research
SEO training
Expertise in specific markets and geographies.

Keep in mind that the Google search optimization results page includes organic search optimization results and often paid advertisement (denoted by the heading "Sponsored Links") as well. Advertising with Google won't have any effect on your site's presence in Google search optimization results. Google never accepts money to include or rank sites in search optimization results, and it costs nothing to appear in organic search optimization results. Free resources such as Webmaster Tools, the official Webmaster Central blog, and discussion forum can provide you with a great deal of information about how to optimize your site for organic search optimization. Many of these free sources, as well as information on paid search, can be found on Google Webmaster Central.

Before beginning your search optimization for an SEO, it's a great idea to become an educated consumer and get familiar with how search engines work. We recommend starting here:

If you're thinking about hiring an SEO, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.

If you read my search engine optimization guide and implement the search engine optimization tips I offer you will increase dramatically your chances for top ranking with Google, Bing & Yahoo!

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Interactive advertising Social media optimization Web analytics Cost per impression Affiliate marketing cost per action Contextual advertising Revenue sharing Search engine optimization marketing Search engine optimization Pay per click advertising Paid inclusion Search optimization analytics Mobile advertising.

Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search optimization results. Other forms of search engine optimization marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search optimization results list, the more visitors it will receive from the search engine optimization. SEO may target different kinds of search, including image search optimization, local search optimization, video search optimization and industry-specific vertical search engines. This gives a web site web presence.

As an Internet marketing strategy, SEO considers how search engine optimization work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

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The acronym "SEO" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimization may offer SEO as a stand-alone service or as a part of a broader marketing campaign.

Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into website optimization development and design. The term "search engine optimization friendly" may be used to describe website optimization designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine optimization exposure.

Another class of techniques, known as black hat SEO or spamdexing, uses methods such as link farms, keyword optimization stuffing and article spinning that degrade both the relevance of search optimization results and the user-experience of search engine optimization. Search engines look for sites that employ these techniques in order to remove them from their indices.

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Contents
1 History
2 Relationship with search engine optimization
3 Methods
3.1 Getting indexed
3.2 Preventing crawling
3.3 Increasing prominence
4 White hat versus black hat
5 As a marketing strategy
6 International markets
7 Legal precedents
8 See also
9 Notes
10 External links

History
Webmasters and content providers began optimizing sites for search engine optimization in the mid-1990s, as the first search engine optimization were cataloging the early Web. Initially, all webmasters needed to do was submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed. The process involves a search engine optimization spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various information about the page, such as the words it contains and where these are located, as well as any weight for specific words, and all links the page contains, which are then placed into a scheduler for crawling at a later date.

Website optimization owners started to recognize the value of having their sites highly ranked and visible in search engine optimization results, creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997.

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Early versions of search optimization algorithms relied on webmaster-provided information such as the keyword meta tag, or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using meta data to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant search engine optimization.

Web content providers also manipulated a number of attributes within the HTML source of a page in an attempt to rank well in search engine optimization.

By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engine optimization suffered from abuse and ranking manipulation.

To provide better results to their users, search engine optimization had to adapt to ensure their results pages showed the most relevant search optimization results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. Since the success and popularity of a search engine optimization is determined by its ability to produce the most relevant results to any given search, allowing those results to be false would turn users to find other search optimization sources. Search engine optimization responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

Graduate students at Stanford University, Larry Page and Sergey Brin, developed "backrub," a search engine optimization that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links. PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random surfer.

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Page and Brin founded Google in 1998. Google attracted a loyal following among
the growing number of Internet users, who liked its simple design. Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engine optimization that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank.

Many website optimization focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.

By 2004, search engine optimization had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. Google says it ranks sites using more than 200 different signals. The leading search engine optimization, Google and Yahoo, do not disclose the algorithms they use to rank pages.

Notable SEO service providers, such as Rand Fishkin, Barry Schwartz, Aaron Wall and Jill Whalen, have studied different approaches to search engine optimization, and have published their opinions in online forums and blogs. SEO practitioners may also study patents held by various search engines to gain insight into the algorithms.

In 2005 Google began personalizing search engine optimization results for each user. Depending on their history of previous searches, Google crafted results
for logged in users. In 2008, Bruce Clay said that "ranking is dead" because of personalized search optimization. It would become meaningless to discuss how a website ranked, because its rank would potentially be different for each user and each search optimization.

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In 2007 Google announced a campaign against paid links that transfer PageRank. On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat nofollowed links in the same way, in order to prevent SEO service providers from using nofollow for PageRank sculpting. As a result of this change the usage of nofollow leads to evaporation of pagerank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated Javascript and thus permit PageRank sculpting. Additionally several solutions have been suggested that include the usage of iframes, Flash and Javascript.

In December 2009 Google announced it would be using the web search optimization history of all its users in order to populate search results.

Real-time-search optimization was introduced in late 2009 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading search engine optimization made changes to their algorithms to allow fresh content to rank quickly within the search optimization results. This new approach to search optimization places importance on current, fresh and unique content.

Relationship with search engine optimization:

By 1997 search engine optimization recognized that webmasters were making efforts to rank well in their search engine optimization, and that some webmasters were even manipulating their rankings in search optimization results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Infoseek, adjusted their algorithms in an effort to prevent webmasters from manipulating rankings.

Due to the high marketing value of targeted search optimization results, there is potential for an adversarial relationship between search engines and SEO service providers.

In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web,was created to discuss and minimize the damaging effects of aggressive web content providers.

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SEO companies that employ overly aggressive techniques can get their client websites banned from the search optimization results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients. Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban. Google's Matt later confirmed that Google did in fact ban Traffic Power and some of its clients.

Some search engine optimization have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, chats, and seminars. In fact, with the advent of paid inclusion, some search engines now have a vested interest in the health of the optimization community. Major search engines provide information and guidelines to help with site optimization. Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Google guidelines are a list of suggested practices Google has provided as guidance to webmasters. Yahoo! Site Explorer provides a way for webmasters to submit URLs, determine how many pages are in the Yahoo! index and view link information.

Main article: search engine optimization methods, Getting indexed, The leading search engine optimization, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search optimization results. Pages that are linked from other search engine optimization indexed pages do not need to be submitted because they are found automatically. Some search engine optimization companies, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search engine optimization results. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.

Search engine optimization crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engine optimization. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.

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Preventing crawling Main article: Robots Exclusion Standard To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine optimization database by using a meta tag specific to robots. When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed, and will instruct the robot as to which pages are not to be crawled. As a search engine optimization crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled.

Pages typically prevented from being crawled include login specific pages such
as shopping carts and user-specific content such as search engine optimization results from internal searches.

In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search optimization spam.

Increasing prominence:
A variety of methods can increase the prominence of a webpage within the search optimization results. Cross linking between pages of the same website optmization to provide more links to most important pages may improve its visibility. Writing content that includes frequently searched keyword optimization phrase, so as to be relevant to a wide variety of search optimization queries will tend to increase traffic. Adding relevant keywords to a web page's meta data, including the title tag and meta description, will tend to improve the relevancy of a site's search engine optimization listings, thus increasing traffic. URL normalization of web pages accessible via multiple urls, using the "canonical" meta tag or via 301 redirects can help make sure links to different versions of the url all count towards the page's link popularity score.

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SEO techniques are classified by some into two broad categories: techniques that search engine optimization recommend as part of good design, and those techniques that search engine optimization do not approve of and attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites will eventually be banned once the search engine optimization discover what they are doing.

A SEO tactic, technique or method is considered white hat if it conforms to the search engine optimization guidelines and involves no deception. As the search engine optimization guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine optimization indexes and subsequently ranks is the same content a user will see.

White hat advice is generally summed up as creating content for users, not for search engine optimization, and then making that content easily accessible to the spiders, rather than attempting to game the algorithm. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.

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White Hat SEO is merely effective marketing, making efforts to deliver quality content to an audience that has requested the quality content. Traditional marketing means have allowed this through transparency and exposure. A search engine optimization algorithm takes this into account, such as Google's PageRank.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engine optimization, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine optimization, a technique known as cloaking.

Search engine optimization may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether.

Such penalties can be applied either automatically by the search engine optimization algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.

Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.

As a marketing strategy SEO is not necessarily an appropriate strategy for every website optimization, and other Internet marketing strategies can be much more effective, depending on the site operator's goals.

A successful Internet marketing campaign may drive organic traffic, achieved through website optimization techniques and not paid advertising, to web pages, but it also may involve the use of paid advertising on search engine optimization and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engine optimization from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a site's conversion rate.

SEO may generate a return on investment. However, search engine optimization are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals.

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Some trading sites such as eBay can be a special case for this, it will announce how and when the ranking algorithm will change a few months before changing the algorithm). Due to this lack of guarantees and certainty, a business that relies heavily on search engine optimization traffic can suffer major losses if the search engine optimization stop sending visitors. It is considered wise business practice for website optimization operators to liberate themselves from dependence on search engine optimization traffic. A top-ranked SEO blog 911optimizer.com has suggested, "Search engine optimization marketers, in a twist of irony, receive a very small share of their traffic from search engine optimization.." Instead, their main sources of traffic are links from other websites.

International markets Optimization techniques are highly tuned to the dominant search engine optimization in the target market. The search engine optimization market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches. In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine optimization worldwide as of 2007. As of 2006, Google had an 85-90% market share in Germany. While there were hundreds of SEO firms in the US at that time, there were only about five in Germany. As of June 2008, the market share of Google in the UK was close to 90% according to Hit wise. That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine optimization. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable markets where this is the case are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

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Successful search engine optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.

Legal precedents:
On October 17, 2002, Search King filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. Search King's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because Search King "failed to state a claim upon which relief may be granted.

In March 2006, Kinder Start filed a lawsuit against Google over search engine optimization rankings. Kinderstart's web site was removed from Google's index prior to the lawsuit and the amount of traffic to the site dropped by 70%. On March 16, 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.

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See also List of search engine optimization Image search optimization Search engine optimization copywriting Notes.