seo.pdf - Contents Contents 2 What is SEO 15 An Introduction 15 The \u2018Rules.\u2019 15 Definition 16 Opportunity 16 Risk Management.

seo.pdf - Contents Contents 2 What is SEO 15 An...

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Unformatted text preview: Contents Contents.................................................................................................................................................. 2 What is SEO?......................................................................................................................................... 15 An Introduction........................................................................................................................... 15 The ‘Rules.’.................................................................................................................................. 15 Definition .................................................................................................................................... 16 Opportunity ................................................................................................................................ 16 Risk Management ....................................................................................................................... 17 Free Traffic .................................................................................................................................. 17 The Process ................................................................................................................................. 18 User Experience .......................................................................................................................... 19 What Is A Successful Strategy? ................................................................................................... 20 Quality Signals............................................................................................................................. 20 Relevance, Authority & Trust...................................................................................................... 22 Google Penalties ......................................................................................................................... 23 Ranking Factors........................................................................................................................... 23 Learn SEO Basics…. ..................................................................................................................... 24 Keyword Research is ESSENTIAL ................................................................................................. 30 Fundamentals ............................................................................................................................. 36 Beware Pseudoscience ............................................................................................................... 38 Chasing The Algorithm................................................................................................................ 40 How long does it take to see results? ......................................................................................... 42 ROI .............................................................................................................................................. 43 Page Title Tag Best Practice ........................................................................................................ 44 Business Owner? Click here to get your SEO plan delivered in 5 business days Page | 2 A Note About Title Tags; ............................................................................................................. 47 More Reading: .................................................................................................................... 47 External Links ...................................................................................................................... 47 Meta Keywords Best Practice ..................................................................................................... 48 Tin Foil Hat Time ................................................................................................................. 48 Meta Description Best Practice .................................................................................................. 49 Tin Foil Hat Time ................................................................................................................. 49 More Reading: .................................................................................................................... 50 External Links ...................................................................................................................... 50 Robots Meta Tag......................................................................................................................... 51 Robots META Tag Quick Reference .................................................................................... 52 External Links ...................................................................................................................... 52 H1-H6: Headers........................................................................................................................... 53 How Many Words & Keywords? ................................................................................................. 54 Keyword Density? ....................................................................................................................... 56 Internal Links To Relevant Pages ................................................................................................ 57 What Are SERP Sitelinks? ............................................................................................................ 58 How To Get Google Sitelinks? ............................................................................................ 58 Link Out To Related Sites ............................................................................................................ 59 Redirect Non-WWW To WWW................................................................................................... 60 Alt Tags ....................................................................................................................................... 61 Search Engine Friendly URLs (SEF) .............................................................................................. 62 Keywords In Bold Or Italic........................................................................................................... 64 Absolute Or Relative URLs .......................................................................................................... 65 Subfolders or Files For URLs ....................................................................................................... 66 Business Owner? Click here to get your SEO plan delivered in 5 business days Page | 3 Which Is Better For Google? PHP, HTML or ASP?....................................................................... 67 Does W3C Valid HTML / CSS Help? ............................................................................................. 67 301 Old Pages ............................................................................................................................. 68 Duplicate Content ....................................................................................................................... 69 More Reading: .................................................................................................................... 69 Broken Links Are A Waste Of Link Power ................................................................................... 71 Do I Need A Google XML Sitemap For My Website? .................................................................. 72 Does Only The First Link Count In Google?................................................................................. 73 Canonical Tag – Canonical Link Element Best Practice ............................................................... 74 Is Domain Age An Important Google Ranking Factor ................................................................. 76 Rich Snippets............................................................................................................................... 77 Dynamic PHP Copyright Notice in WordPress ............................................................................ 80 Adding Schema.org Markup to Your Footer ............................................................................... 81 More Reading ..................................................................................................................... 82 Keep It Simple, Stupid ................................................................................................................. 83 A Non-Technical Google SEO Strategy ........................................................................................ 85 What Not To Do In Website Search Engine Optimisation .......................................................... 88 Don’t Flag Your Site With Poor Website Optimisation ............................................................... 91 What Makes A Page Spam? ........................................................................................................ 93 If A Page Exists Only To Make Money, The Page Is Spam, to Google ......................................... 94 IS IT ALL BAD NEWS? .................................................................................................................. 95 Doorway Pages ........................................................................................................................... 96 What Are Doorway Pages? ................................................................................................. 97 A Real Google Friendly Website ................................................................................................. 99 …and that’s all for now. ............................................................................................................ 100 Business Owner? Click here to get your SEO plan delivered in 5 business days Page | 4 Making High Quality Google Friendly Websites in 2016................................................................... 101 Google Quality Rater Guidelines .............................................................................................. 101 Quality Raters Do Not Directly Impact YOUR site ............................................................ 102 Quality Bar – Always Rising – Always Relative? ............................................................... 102 Google says about the guide: ........................................................................................... 103 How relative?.................................................................................................................... 107 Can you still rank with thin content? ............................................................................... 108 High Quality characteristics’ of a page ..................................................................................... 109 Highest Quality ......................................................................................................................... 110 What Are The Low-Quality Signals Google Looks For? ............................................................. 111 Google Quality Algorithms........................................................................................................ 113 Google Panda Updates ............................................................................................................. 114 What Is Google Panda? .................................................................................................... 114 User Experience = SEO WIN! .................................................................................................... 118 Further Reading ................................................................................................................ 118 Website Usability Tips .............................................................................................................. 119 Home Page Tips ................................................................................................................ 119 Content Writing Tips......................................................................................................... 120 Links .................................................................................................................................. 121 Best Practices ................................................................................................................... 121 Ads .................................................................................................................................... 122 News ................................................................................................................................. 122 Tech .................................................................................................................................. 122 Titles ................................................................................................................................. 123 Menus ............................................................................................................................... 123 Business Owner? Click here to get your SEO plan delivered in 5 business days Page | 5 Logos................................................................................................................................. 123 PUTTING IT ALTOGETHER ................................................................................................. 124 Duplicate Content SEO Advice From Google ..................................................................................... 126 Duplicate Content SEO Best Practice ........................................................................................ 126 What is duplicate content? .............................................................................................. 126 What is Boilerplate Content? ........................................................................................... 127 Onsite Problems ............................................................................................................... 128 Google Penalty For Duplicate Content On-Site? .............................................................. 129 Offsite Problems ............................................................................................................... 131 How To Check For Duplicate Content .............................................................................. 131 A Dupe Content Strategy? ................................................................................................ 132 Original Content Is King, they say ............................................................................................. 132 There is NO NEED to block your own Duplicate Content ................................................. 132 Canonical Link Element Best Practice............................................................................... 134 Tips from Google .............................................................................................................. 136 Understand Your CMS .............................................................................................................. 138 Syndicating Content Comes At A Risk ....................................................................................... 138 I would have *thought* Google just ignored that link. .................................................... 139 How to take advantage of this?........................................................................................ 140 Thin Content Classifier .............................................................................................................. 142 Google Panda ............................................................................................................................ 143 More reading .................................................................................................................... 143 When is the ‘Low’ And ‘Lowest’ Quality Rating Appropriate for a Website? .................................. 145 Main Content (MC) ........................................................................................................... 146 POOR MC & POOR USER EXPERIENCE .............................................................................. 146 Business Owner? Click here to get your SEO plan delivered in 5 business days Page | 6 DESIGN FOCUS NOT ON MC ............................................................................................. 146 MC LACK OF AUTHOR EXPERTISE ..................................................................................... 146 POOR SECONDARY CONTENT ................................................................................................... 147 DISTRACTING ADVERTISEMENTS .............................................................................................. 147 GOOD HOUSEKEEPING ............................................................................................................. 147 SERP SENTIMENT & NEGATIVE REVIEWS ................................................................................. 147 LOWEST RATING ....................................................................................................................... 148 Websites ‘Lacking Care and Maintenance’ Are Rated ‘Low Quality’. ....................................... 150 Ratings for Pages with Error Messages or No MC .................................................................... 151 Does Google programmatically look at 404 pages? ................................................................. 152 Do 404 Errors in Search Console Hurt My Rankings? ............................................................... 152 Further Reading ................................................................................................................ 153 Identifying Which Pages On Your Own Site Hurt Or Help Your Rankings ........................................ 154 Separating the wheat from the chaff. ...................................................................................... 155 Do I need to know which pages are indexed? .......................................................................... 156 Identifying Dead Pages ............................................................................................................. 157 False Positives ........................................................................................................................... 157 Identifying Content That Can Potentially Hurt Your Rankings ................................................. 158 What about DEAD pages with incoming backlinks or a lot of text content?............................ 159 Rework available content before you bin it ..................................................................... 160 Minimise Low-Quality Content & Overlapping Text Content ................................................... 162 Avoid Google’s punitive algorithms .......................................................................................... 163 More reading .................................................................................................................... 163 Investigating A Traffic Crunch ............................................................................................................ 164 Thin Content ............................................................................................................................. 165 Business Owner? Click here to get your SEO plan delivered in 5 business days Page | 7 Algorithm Changes..............................................
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