The document provides tips for search engine optimization (SEO) including proper structuring of webpages with optimized titles, images, and alt tags; optimizing content with regular updates and relevant text; and optimizing keywords through appropriate frequency, weight, prominence, and placement in titles, meta tags, headings, anchors, body text, and image alt attributes. Key steps are structuring the website, optimizing keywords and metatags, providing proper content, maintaining a blog and social media presence, and tracking progress.

1. SEO TIPS AND
TRICKS
- Swagatam Mitra

2. Steps of SEO
 Proper structuring of the website and webpages
 Optimized keywords
 Optimized metatags
 Proper content
 Blog
 Social network presence / social media marketing
 Track your progress

3. Proper structuring of the website and webpages
 Choose an appropriate title for the webpage. The title tag tells the search engine and the
users what your webpage is about, thus helping you to reach the target audience easily.
 Use proper anchor text for linking to other pages or URLs. Using text like “Click here” or
“More…” are not recommended. It is preferable to use more appealing texts that will be
easy for the search console to understand.
 Whenever an image is used, always create a corresponding alt tag for it. Search engines do
not understand what the image is about. That’s why, provide the alt text for the image, so
that the search engine can understand it better. Example, if it is an image for an
educational institution”, use the following code:
<img src=“educational-institution.jpeg" alt=“educational institution">

4. Proper structuring of the website and webpages
 Avoid using frames. They are not particularly good for the search engines.
 Avoid using Flash content, Animations, Splash, etc. unless it is absolutely necessary.
 Try to avoid using JavaScript. If absolutely required, try calling it from an external file,
rather than dumping the code in the HTML file.
 In this respect, try to avoid using ads on your webpage, if possible. It is because ads use
JavaScript.
 No unnecessary directories. Keep your files as close to the root as possible.

5. Optimized content
Content is the key to the popularity of any website. Rich content created specifically
for the target users increases site traffic. There is no substitute for rich and quality
content when it comes to driving traffic to your site.
Update your content regularly. Regularly updated content is viewed as one of the best
indicators of a site’s relevancy, so be sure to keep it fresh.
Do not put anything in the page topic that does not fit perfectly.
There should be more text content than HTML elements.

6. Optimized content : Tips
Do not put in too much necessary / unnecessary content on your website. It might
make the user feel bored to read the entire article.
It is always better to write the highlights of that page in bulletin points with proper
sub-headings.
You can also use emphasizing options like bold, italics, emphasis, etc. to highlight the
relevant contents.

7. Optimized keywords
A keyword is a term that is used to match with the query a person enters into a search engine
to find specific information.
Every webpage should have its own well-defined keywords to enable the search engine to read
it better.
There are three terms associated in this context:
 Keyword frequency
 Keyword weight
 Keyword prominence

8. Keyword frequency
It denotes how often or how frequently the keywords appear in the website’s content (title or
description). However, excessive usage of keywords can sometimes be regarded by search
engines as ‘spamming’ or ‘keyword stuffing’. Hence, it is not always a good idea to use too
much keywords in the title or description.
However, keywords can be used as many times as needed in the document (main content).

9. Keyword weight
It is given by the number of times a keyword appears on a web page compared with the total
number of words in the same page.
Some search engines consider this as a factor while determining the rank of your website.

10. Keyword prominence
It denotes how early a particular keyword is found on the webpage.
It is always a good practice to have keywords in the first heading and in the first paragraph
(<p>…</p>). Having keywords early in the content of the webpage is a good add-on to the
site’s SEO.

11. Keyword placement
Proper placement of keywords is essential for boosting your website’s ranking in the search
engines.
The following are the best places to use the keywords:
 Keywords in the <title> tag(s).
 Keywords in the <meta name="description">.
 Keywords in the <meta name="keyword">.
 Keywords in <h1> or other headline tags.
 Keywords in the anchor <a href>…</a> tags.
 Keywords in the body content (<p> tags)
 Keywords in alt tags. If you use an image in the webpage, then adding keywords in the
image alt text would be an added advantage.