SEO book Flipbook PDF

Importance of unique content - One crucial key to attracting new customers and developing your brand online is to have high quality, unique and original content, this will not only attract potential clients but it will also aid your brand development and increase its online credibility and consequently result in higher rankings for your site in the long term. Express Proofreading specializes in original content creation Google want to show always information rich and unique results to their user thus writing unique content is essential as per SEO guideline. Google have also algorithm named Google Panda to check and rank unique and information rich content. Navigation in Page – If websites are to attract visitors and visitors need easy browsing experience, then the path of navigation of the website will be the main factor in website design and development process! All websites aim to sculpt a strong online presence to expand your business and be accessible to a global audience. They work with the ission of attracting large amount of traffic and increase sales. And for visitors on arrival at the site and remain there, a website is well on certain tasks, namely. • Attractive design • Accessibility • Usability • Functionality • Great user experience LSI (Latent Semantic Indexing) - LSI stands for Latent Semantic Indexing. Latent Semantic Indexing keywords can make your content look more natural to search engines and users. Instead of using the exact phrase repeatedly throughout your text, you can use synonyms and other terms that are related to your content and have the same meaning with your target key phrase. LSI or Latent Semantic Indexing works on the premise, that words in an article that are used in the same way, like synonyms, mean one thing and is therefore, relevant to each other. For example, in writing an article for weight loss where I target the keywords 'lose stomach fat', I can only use the target keyword a certain number of times. So, I will use the synonyms or variations of the target keyword, and this helps increase the relevance of your article to your target keyword.

Keyword Proximity – Keyword proximity refers to closeness of keywords. Your keywords should be close to each other in content of web page. Many people don’t know about keywords. They generally treats key phrases as a keyword. Usually we do not target keyword. For example: This post is related to “Keyword Proximity”. The word “Keyword Proximity” is not a key word. It is a key phrase. Here “Keyword” is a one keyword and “Proximity” is another keyword. To make proximity higher you should use both keywords in you content. Example of “Keyword Proximity”: Keeping your keywords close to each other helps to increase proximity. Here you can see that I am using keyword (Actually key phrase) “Keyword Proximity” in isolated form. Distance between “Keyword” and “Proximity” should be less to make proximity higher. Using your keywords again and again in content is not a good practice. It is called “Keyword Stuffing”. That’s why we should use main keyword in its original form and in isolated form too. Keyword Prominence – Keywords prominence is one of the various important factors for search engine optimization. It means, your keywords should be at prominent area in content of your web pages. To make higher prominence, you need to keep your keywords close to html tags such as or , , , ,

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, or . By practicing this method of optimization, you create weightage of your web page by keywords. Keep in mind that you should not target unique keyword on every page. While targeting keyword on page, you should follow right method of keyword targeting. Example of Keyword Prominence: Keyword = Keyword Prominence Keyword prominence is to place keyword near tags. Here we’re using keyword “Keyword Prominence” absolutely close to body tag. It will make prominence high and will help to optimize web page with keyword.

Keyword Density – Keyword density tells you how often a search term appears in a text in relation to the total number of words it contains. For example: if a keyword appears three times in a 100 word text the keyword density would be 3%. From the point of view of search engines, a high keyword density is a good indicator ofsearch engine spam. If a keyword appears too often in a website, search engines will downgrade the website and it will then appear lower down in search results. Rich media content Creation (Infographics, Slides and Video Content) – Rich media Content improves the website seo. Search engine also prefers visual and graphical rich content to users as well as user also wants to see more visual content and its an effective mean to increase user spend time over website. Website Link Structure - A website’s structure refers to how the website is set up, i.e. how the individual subpages are linked to one another. It is particularly important that crawlers can find all subpages quickly and easily when websites have a large number of subpages. For this reason, a website’s homepage needs to have links to the most important subpages. Files such as sitemap.xml and robots.txt also help the crawler do its job in this regard. Bradcrumb - This is a section of a webpage which helps users understand their location within the whole website. It is coded by the webmaster and usually appears close to the top of the page. An example can be seen on this page where the breadcrumbs are: Home > SEO Glossary > What are Breadcrumbs? This states that the route to this page (from the home page) is via the SEO Glossary page. Breadcrumbs are extremely helpful to internet users in very large websites and especially in shopping sites where they can confirm they are browsing in the right area. For example: Home > Electronic Goods > Televisions > LCD In the same way breadcrumbs help search engines structure your website correctly in their index. Recently Google added breadcrumbs in their search results and they can be seen in green text below the description if the website uses them. UI/UX - is the process of enhancing customer satisfaction and loyalty by improving the usability, ease of use, and pleasure provided in the interaction between the customer and the product.

Clear, right? Well you might note immediately that despite what I implied in the introduction, the definition has no reference to tech, no mention of digital, and vague at best. But like all professions, it's impossible to distill the process from just a few words. UI Design stands forUser Interface Design. Both elements are crucial to a product and work closely together. But despite their professional relationship, the roles themselves are quite different, referring to very different parts of the process and the design discipline. Where UX Design is a more analytical and technical field, UI Design is closer to what we refer to as graphic design, though the responsibilities are somewhat more complex. How Search Engine works - Search engines have two major functions: crawling and building an index, and providing search users with a ranked list of the websites they've determined are the most relevant. Crawling is where it all begins – the acquisition of data about a website. This involves scanning the site and getting a complete list of everything on there – the page title, images, keywords it contains, and any other pages it links to – at a bare minimum. Modern crawlers may cache a copy of the whole page, as well as look for some additional information such as the page layout, where the advertising units are, where the links are on the page (featured prominently in the article text, or hidden in the footer?). Indexing - You’d be forgiven for thinking this is an easy step – indexing is the process of taking all of that data you have from a crawl, and placing it in a big database. Imagine trying to a make a list of all the books you own, their author and the number of pages. Going through each book is the crawl and writing the list is the index. But now imagine it’s not just a room full of books, but every library in the world. That’s pretty much a small-scale version of what Google does. To a search engine, relevance means more than finding a page with the right words. In the early days of the web, search engines didn’t go much further than this simplistic step, and search results were of limited value. Over the years, smart engineers have devised better ways to match results to searchers’ queries. Today, hundreds of factors influence relevance, and we’ll discuss the most important of these in this guide.

Google Panda - Panda first launched on February 23, 2011. It was a big deal. The purpose of Panda was to try to show high-quality sites higher in search results and demote sites that may be of lower quality. This algorithm change was unnamed when it first came out, and many of us called it the 'Farmer' update as it seemed to affect content farms. (Content farms are sites that aggregate information from many sources, often stealing that information from other sites, in order to create large numbers of pages with the sole purpose of ranking well in Google for many different keywords.) However, it affected a very large number of sites. The algorithm change was eventually officially named after one of its creators, Navneet Panda. When Panda first happened, a lot of SEOs in forums thought that this algorithm was targeting sites with unnatural backlink patterns. However, it turns out that links are most likely not a part of the Panda algorithm. It is all about on-site quality. In most cases, sites that were affected by Panda were hit quite hard. But, I have also seen sites that have taken a slight loss on the date of a Panda update. Panda tends to be a site-wide issue which means that it doesn't just demote certain pages of your site in the search engine results, but instead, Google considers the entire site to be of lower quality. In some cases though Panda can affect just a section of a site such as a news blog or one particular subdomain. Google Penguin - Google launched the Penguin Update in April 2012 to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings. When a new Penguin Update is released, sites that have taken action to remove bad links (such as through the Google disavow links tool or to remove spam may regain rankings. New sites not previously caught might get trapped by Penguin. “False positives,” sites that were caught by mistake, may escape.

Google Humming Bird - “Hummingbird” is the name of the new search platform that Google is using as of September 2013, the name comes from being “precise and fast” and is designed to better focus on the meaning behind the words. Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words. Google Hummingbird is designed to apply the meaning technology to billions of pages from across the web, in addition to Knowledge Graph facts, which may bring back better results. Some Important Terms in SEO 301 and 302 redirects and their usage What is 301redirect - When you need to redirect your webpage or domain to any new page or domain you need to redirect particular page to pass the previous page value to your new web destination. 301redirect is permanent redirect link which transfer your previous page or domain authority to your new webpage or domain. As per search engine it passes 90-99% of previous page authority to your new webpage where you are redirecting your pages. TO understand it better consider an example assume you mover you shifted to a new location and wants to deliver all your mails to your new address what would you do? You will mention your new address to your old address so that all your mails could be delivered to your new place right? Same here if you need to pass all previous value to your new pages you need to redirect previous page address with 301using htaccess code. 302 redirect - A 302 redirect, or also known as a temporary redirect, should be put in place if you want to redirect your site visitors into another webpage but you plan to bring the redirected page back after some time. Knowing this, the 302 redirect will not pass on all qualities of the redirected page to the detour page. The redirected page will still retain its PageRank, MozRank, Page Authority and Traffic Value – and the detour page will not accumulate any. It’s quite dangerous to use a 302 redirect by mistake. It will really hurt your site’s search engine visibility. In most cases, SEO specialists don’t use 302 redirects when fixing the on-site qualities of a website. Instead, a 302 redirect is often used when they want to test a new page for client feedback but they don’t want to damage or change the old page’s rankings and history. When to Use 301redirect?

When you need to rebrand your website and want not to lose all your previous domain authority you need to pass all your previous domain links to your new domain assume you have a website with name of www.xsports.com and you want to rebrand it and move your all values to your new website with a name of www.streamxsports.com you need to redirect all your previous pages to your new website www.streamxsports.com so that you don’t lose your rank and position in search engine results. If you build a new website it will be considered as fresh website and will take lots of time and work to gain search engine rank and reputation which is a big lose for your business and revenue, thus using 301 redirect codes is the best solution to save all the previous ranking and authority. Assume if you have opened a separate division and need to redirect only few pages than also you can redirect few particular to your new WebPages. Benefit of using 301redirect. While moving from one domain to another we should always use 301 redirect codes to protect all previous values you have earned for long time. Assume you have earned many inbounds links to your previous website which helped you in earning domain authority and boosted your web page rank in search engine results and you don’t want to lose those important links benefits you need to redirect your previous domain to your new domain name permanently so that search engine passes your value to your new domain name which helps lot to gain position quickly in search engine results. It is said that not 100% values could be passed still you get 90-99% of previous domain benefits to your new domain name. If you move to a new website without redirecting the previous domain you will have to start from the starch again to gain the position you have earned in long time. How to setup 301redirect? To redirect your pages to your new WebPages you need to install or upload 301 redirect codes to your previous WebPages which will redirect that link to your new webpage. These codes are installed in htaccess file which are on server and redirect all incoming links to your new webpage. Your htaccess code looks like simple html codes. “ You need to declare your new web address in your htaccess code where you want to redirect your users if they are coming with previous links. As well as when search engine crawl your previous webpage and

finds 301 codes in your htaccess file they passes all your previous domain value to your new web destination. Canonical URL’s and their usage – A Canonical URL allows you to tell search engines that certain similar URLs are actually one and the same. Sometimes you have products or content that is accessible under multiple URLs, or even on multiple websites. Using a canonical URL (an HTML link tag with attribute rel=canonical) these can exist without harming your rankings. How to set Canonical Url Let’s assume you have two versions of the same page. Exactly, 100% the same content. They differ in that they’re in separate sections of your site and because of that the background color and the active menu item differ. That’s it. Both versions have been linked from other sites, the content itself is clearly valuable. Which version should a search engine show? Nobody knows. For example’s sake, these are their URLs:  http://example.com/wordpress/seo-plugin/  http://example.com/wordpress/plugins/seo/ This is what rel=canonical was invented for. Especially in a lot of e-commerce systems, this (unfortunately) happens fairly often. A product has several different URLs depending on how you got there. You would apply rel=canonical as follows: 1. You pick one of your two pages as the canonical version. It should be the version you think is the most important one. If you don’t care, pick the one with the most links or visitors. If all of that’s equal: flip a coin. You need to choose. 2. Add a rel=canonical link from the non-canonical page to the canonical one. So if we picked the shortest URL as our canonical URL, the other URL would link to the shortest URL like so in the section of the page:

DA and PA – Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. We calculate this metric by combining all of our other link metrics—linking root domains, number of total links Moz Rank MozTrust etc.—into a single score. Some Black Hat seo terms (Cloaking,Doorway pages, Link Farming, Content Spinning,Commenting, hidden text) Cloaking - Cloaking is a black hat search engine optimization (SEO) technique in which the content presented to the search engine robot is different from that presented to the users' browser.'In plain language, cloaking is a technical ploy that people have used to deceive search engines. A new webmaster need not worry about it too much, because in order to be cloaking you pretty much know you are doing it. If do not know how to cloak, you probably are not doing it. Cloaking takes a user to other sites than he or she expects by disguising those sites' true content. During cloaking, the search engine spider and the browser are presented with different content for the same Web page. HTTP header information or IP addresses assist in sending the wrong Web pages. Searchers will then access websites that contain information they simply were not seeking, including pornographic sites. Website directories also offer up their share of cloaking techniques. Many of the larger search engine companies oppose cloaking because it frustrates their users and does not comply with their standards. In the search engine optimization (SEO) industry, cloaking is considered to be a black hat technique that, while used, is frowned on by most legitimate SEO firms and Web publishers. Getting caught cloaking can result in huge penalties from the search engines, including being removed from the index altogether.

Doorway Pages – Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination. Here are some examples of doorways:  Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page  Pages generated to funnel visitors into the actual usable or relevant portion of your site(s)  Substantially similar pages that are closer to search results than a clearly defined, browseable hierarchy Link Farming – A link farm is a website (or a group of websites) created only for the purpose of increasing the link popularity of another site by increasing the number of incoming links. A link farm usually looks like a regular web page, but the majority of the content is hyperlinks -- often random and unrelated -- to other websites. Link farms can be advertised as services to build up your content. They are often set up by creating a network -- one that is often created with the sole purpose of gathering a number of locations from which to point at a website. Because Google dislikes links between unrelated sites, some link farms divide their links into categories or a directory. Link farms were originated in response to Google's ranking algorithm, PageRank. PageRank thinks of links as votes, where a page linking to another page is casting a vote. Therefore, pages with the most links were deemed valuable. Link farms were created to help increase PageRank, however, in recent times, Google and other search engines have adapted their algorithms to prevent link farms from appearing at the top of search engine results pages (SERPs). Link farming is considered a 'black hat' method of search engine optimization (SEO) because the content on the web sites linking to each other is often not related, not created by a human (it can be created using programs or services) and is often of a very low quality. Search engines can detect link farms easily and they shouldn't be seen as a legitimate long-term search optimization strategy. Content Spinning – Content spinning is all about using a robot (software) to rewrite your article enough that another robot (Google) will think it’s a different article. It does this hundreds of times within minutes. The “new” content can be submitted to hundreds of blogs, usually with an SEO benefit in mind.

This automatic “rewriting” really just replaces words and phrases with synonyms and sometimes changes sentence structure.

Spam Comments - Have you ever witnessed the situation where a newly submitted comment on your website turned out to be a… spammer’s with its worthless message and non-related promotional link? Spam comments are intended to create free backlinks. Links gained in this way are 100% ‘nofollow’ and transfer no SEO juice, which makes this technique a real waste of time. Nonetheless, it is currently one of most popular black hat practices. What is more, it is not always done manually, there are even various tools available to automatically sprinkle spam comments across the Web. If your blog is open for commenting without anyone to control their quality, sooner or later you are going to get spam comments which will leave a negative impression on the users and lower the quality of their user experience. That’s why it’s better to prevent spam comments before they make your readers feel uncomfortable and discourage them from leaving any valuable comments. Remember, spam comments also harm your blog by making it look neglected and unprofessional. This is why you should wait and approve the comments after filtering out the spam using blocking plugins.

Do follow and No-follow links – Do follow link - It is a type of link which has a potential to improve the ranking and the credibility of your website in Google. By default every link is dofollow, link which does not contain Rel=”Nofollow” Attribute is dofollow and these are considered to be the most powerful links for any websites. These links allow search engine to doindex and pass link juice which is indeed the most vital thing for webmasters.The credit goes to Google who introduces dofollow link in 2005 to deeply filter search engine results for spam indexing. Example of Dofollow Link: Google Note: By default all the hyperlinks are dofollow. So, you don’t need to do anything to make a link do- follow. No – follow link - Link which contain Rel=”nofollow” HTML attribute is nofollow the attribute simply assist search engines to know more about the link. Whenever you found a little piece of code in your link i.e. Rel=”nofollow” it mean that the link is nofollow and these types of links does not impact the authority nor help you out to Improve Seo ranking or visibility of your website. Because rel nofollow tag is a noindex tag which has in fact a clear instruction for Search engines that do not try to index particular link. Example of Nofollow Link: Google

Off-Page SEO Social Sharing and Bookmarking - Placing Social Sharing widgets on your web or mobile pages, allows your customers to easily share your articles, products, and other content with their social networks.This helps to transform your customers into true brand ambassadors as they voluntarily drive referral traffic to your website. Social bookmarking is a way for people to store, organize, search, and manage “bookmarks” of web pages. Users save links to web pages that they like or want to share, using a social bookmarking site to store these links. These bookmarks are usually public, and can be viewed by other members of the site where they are stored. Examples of social bookmarking sites include del.icio.us and digg.com . Most social bookmark services are organized by users applying “tags” or keywords to content on a Web site. This means that other users can view bookmarks that are associated with a chosen tag, and see information about the number of users who have bookmarked them. In many cases, users can also comment or vote on bookmarked items. Link Building - Link building refers to the process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO). Building links is a difficult, time-consuming process as not all links are created equal. A link from an authoritative website like the Wall Street Journal will make a greater impact on a SERP than a link from a newly built website, but high quality links are hard to come by. Link Building Strategies: How To Get Other Sites Linking to You There are a number of link building strategies used to get external websites to link to yours:  Content Creation & Promotion - Create compelling content that people will want to reference and link to, and tell people about it.  Submissions - Submit your news to press releases, submit your site to directories, etc.  Reviews & Mentions - Put your product, service, or site in front of influential bloggers.  Links from Friends & Partners - Get people you know and people you work with to link to your site. Link Equity – Link equity also known as page rank is an important part of off-page SEO. So what is link equity? Link equity is the number of in bound links going to any given page on your web site. Link authority is the value of those links. For instance imagine in the real world a reference from the BBC as to your capability as a reporter will have more weight than a reference from a local journal. The same thing applies to link authority.

These work very well when combined. The easy way of obtaining link equity is through blogs where there is an option to bookmark them though a social media sites such as del.icio.us, users can rank your articles as to their usefulness thus generating an inbound link. Link Diversity - Link diversity is the number of different sites linking to your site. To confuse it a bit, link diversity is also when another site links to more than just one page of your site. Guest Blogging - Guest blogging is a method used by bloggers to increase blog traffic where bloggers write posts to be published on other bloggers' blogs. Guest blogging can work in one of two ways:  You write a post to appear on another person's blog.  Another person writes a post to appear on your blog. Beware that many websites use guest blogging as a way to build links to their website. If the primary reason for having a guest post published is to insert links back to another website, this is frowned upon by search engines. In fact, Google often penalizes sites that use guest posting for SEO link building purposes and asks that sites nofollow links going back to the guest author's site.