The basic things that begginers should know in SEO. Simplified explanation of basic search engine optimization and other SEO terms that you should know.

1. SEO 101
The SEO Basics
Created by: Marites
Manahan

2. Search Engine Optimization refers to the collection of methods
and process that allow a site to get more traffic from search
engines (Google, Yahoo, Bing). Its goal is to make a particular
website as search engine friendly as possible.
SEO can be divided into two main areas:
1. off-page SEO (work on the external part of the website) and,
2. on-page SEO (work on internal part of website to help make
your website rank better).
Remember, a website is not fully optimized for search engines
except that it applies both on and off-page SEO.
What is SEO?

3. Four SEO Benefits
Before you can get your pages to rank
for your targeted keyword phrases,
you need to be sure that the search
engines can first find them, and
second decipher them. This goes back
to making sure that you have a
strong, search engine friendly website
architecture. You do this by ensuring
your links are properly navigable. The
navigation of your site must have a
properly established hierarchy, and
your content needs to be readable.

4. Two Process In SEO
1. Natural or Organic SEO is the process of creating and
improving websites in a natural way which is not involve
payment. It's goal is to create a search engine friendly
website both for the visitors and search engine. It is a
long time to build.
2. Paid SEO or PPC is a manner of paying the search
engine to appear in their ads like Google Adwords. Pay
Per Click (PPC) search engine advertising (PPCSE)
allows you to quickly leverage the traffic in search engine
in forms of bidding or paying for keywords related to the
product or services.

5. Rankings
All SEO always want to have a good rankings and rankings are an
important part of SEO.
Many people think that they are losing a particular amount in
their business because they are not rank in number 1. There
are different ranking procedure and bounce rates. It's
important to understand that rankings are just providing a
way in the door and don't make sales.

6. Visitors
You will start to see visitors that counts in your statistics once
you get rankings. This is good but will not be your ultimate
goal unless you are get paid in a cost per impression basis.
People think that site visitors are those who seek information,
filling out forms, shopping, buying and those who return to
buy more. Although, technically speaking, websites are not
actually visited even in an electronic form.

7. Conversions
SEO is not just helping you to get good rankings and driving traffic
for your websites. It goals is also to get conversion or
ROI(Return On Investment. Helping conversion counts and
percentage is also a good sign for businesses.
Conversion could be; a comment on your blog, a download from
your site, a follower on twitter and even a purchase of product.
Knowing your conversion can help you set your optimization
goals to acquire them.

8. Keyword Analysis
This is the first step in SEO. In Keyword Research we choose the
best keywords for our web pages. This is the most important
part of SEO. We will choose the keywords which has good
traffic volume. And we make sure that the keyword is related
to our webpage.
For example:
our website is related to real estate.
Then our keywords will be like this:
commercial real estate, real estate, real estate brokers,

9. So, we choose the related keywords for our web pages. In
Keyword Research we will decide the targeted keywords for
our webpage. The complete keyword Research has been
clearly explained in this SEO Tutorial.
We use different tools for searching the keywords. Generally we
prefer the free and best tools. In my opinion the free and best
of all tools are:
1. Google adwords keyword suggestion tool.
- https://adwords.google.com/select/KeywordToolExternal
1. Word tracker keyword tool.
- http://labs.wordtracker.com/keyword-questions

10. COMPETITION ANALYSIS
After choosing the keywords we prepare the competition analysis for the
keywords. That means we search with the targeted keyword in the search
engine and take the top 10 SERP listings. And prepare the analysis of each
site of the top 10 list of the targeted keywords.
The competition analysis includes the no. of Backlinks, Domain age, SERP rank,
page rank etc.
We will gather the information of every webpage which are listed in top 10
SERP lists. To gather these above details we use different types of tools like
SEO QUAKE, SEO4FIREFOX etc. Competition analysis tells us about the
competition for the targeted keyword in the search engine. So by
observing the competition analysis we can analyze many things like

11. Things To Consider
Relevance: How closely the search term matches the site's
products, services and content. Generally, how relevant is the
keyword to your business?
Specificity: How broad or specific a term is.
Popularity: How often the search term is searched for on major
search engines. Being popular isn't the most important thing
because it is usually more competitive and less specific.
Competitiveness: How many companies are pursuing the
keyword? YOu can look at PPC bids to see how much is being

12. On-Page Optimization
This includes providing good content, good keywords selection.
putting keywords on correct places, giving appropriate title to
every page etc.
Google search engine is now following these on-page factors
strictly. Besides this Backlinks are needed for the better SERP
rank.
After choosing the best keywords we will make sure that the
targeted keywords are well optimized in the web page.

13. The list of all On-Page Factors:
Keyword should be
• present in the title tag
• be written in meta keyword and meta description
• be available in the file name or web page name.
• be available in the content of the web page.
• be written in h1 tag at least once.
• Keyword density of the targeted keyword should be around
2% to 7% for better results.

14. Off-Page Optimization
Is something which is done off site and usually not visible on the
website however results in pushing the ranking higher on
search engines, it is a regular process and must be done
ethically for better and long term results.
This includes link building, increasing link popularity by
submitting in open directories, search engines, link exchange
etc.
This is the final part in the SEO Tutorial. After completing all the
above factors we will start doing the off-page Optimization.

15. This is a time taking process. We had clearly mentioned all the
Off-Page factors in this SEO Tutorial.
It includes:
1. Blog submissions
2. Classified submissions
3. Press releases
4. Social bookmarking
5. Article submissions
6. Forum postings
7. Profiling
8. Video submissions
9. Directory submissions
10.Local business center submissions

16. How Search Engine Works?
After creating the website we submit it to the Search Engines
like Google, Yahoo, MSN, etc. The URL's are stored in URL
Server and it send the URL list to the Crawler(Google bot,
Spider Viewer).
Crawler crawls(downloads) the web pages. The downloaded
pages are send to the repository and then to the indexer. The
Indexer calculates the Pagerank and stores them in an order
based on keyword and page rank.
When we search for the particular query(keyword) the search
engine retrieves the web pages which are related to the
query search that has done by the user and displays them in
the search engine results page based on the order of the page
rank.

17. The search engines follows different algorithms for crawling,
indexing, processing, pagerank calculation and retrieving.
Search engines can understand only text which is written in the
web page. It cannot understand the Images, Flash,
Animations, Frames, Javascript content etc.
The search engine revisits the web pages for every 15 days by
default. If frequently the website is updated then it will visit
our webpage frequently.

18. What is SERP?
SERP stands for Search Engine Results Page.
The list of web pages displayed by the search engine in a
response to a query search in the search bar of a search
engine. When a query(keyword) search is done.
The search Engine displays the results which are matching with
the keyword in the Page. It contains Paid Results and Organic
Results.
We do SEO to optimize the webpage in organic results. Organic
results are also called as Natural Search Results. And Paid
Results is part of SEM(Search Engine Marketing).

19. To List our web page in the sponsored list we have to pay some
amount to the google adwords to show them in the paid
results listing in the Search Engine Results Page.
The Organic results are displayed depending on the Page Rank
and relativity of the Keyword. Google follows strict algorithms
to filter the web pages in order to show the best results to the
user.

20. • Pagerank
• Keyword Density
• Keyword Proximity
• Keyword Prominence
• No:of Indexed Pages in Google search engine
• Age of the Domain Name
• No. of Backlinks etc...
There are many factors like:
Factors Considered in Optimizing the
pages in Organic Results

21. PageRank
PageRank (PR) is a ranking system that previously was the
foundation of the infamous search engine, Google. When
search engines were first developed, they ranked all websites
equally and would return results based only on the content
and meta tags the pages contained.
At the time, however, the PageRank system would revolutionize
search engine rankings by including one key factor: a site's
authority.

22. What is Inbound and Outbound Links?
Inbound links are the links from web page of other websites to
our website. Inbound links are very important in getting good
page ranks. Inbound links are otherwise called as Backlinks.
Inbound links decide the Pagerank of our website. Good page
rank increases the importance of the website in the world
wide web.
Outbound links are the links which are linked from my website
to the other website. Then we say that I have an outbound
link. These does not affect the pagerank.

23. What is Backlinks?
Backlink is an inward link to your site that may or may not
be reciprocated with an outward link back. If page A links
to page B then a back link would be a link which goes
from page B back to page A.
It acts as one of the key factors in determining the ranking
of your website. It helps you to have a track of the other
websites on the web that link to your URL.

24. What is Google PageRank
Calculation?
PageRank Calculation completely depends on the number
of Inbound links or backlinks. That is number of links
which you got from other sites.
If the number of Inbound links got increased simultaneously
Your Page Rank get increases. Quality Inbound links are
precious for the hike in PageRank. If there is no Quality
Backlinks you will not get any PageRank.

25. What is Short & Long Tail Keywords?
Keywords are the searches done in Search Engines.
For Example:
If you want to search about Real Estate. Generally we
search using terms like
Example:
Real Estate
Real Estate in Makati
Real Estate Manila

26. If the number of words is less than or equal to 3 then the
keywords are called as Short Tail Keywords.
Example:
seo tutorial
seo
search engine optimization
Short Tail Keyword

27. Long Tail Keywords:
If the words are more than 3 in a keyword or query. Then it is
called as Long Tail Keyword. Short Tail Keyword searches are
done more when compared to Long Tail keywords in the
search engine.
Example:
optimization tips
free search engine submission list
search engine optimization services in london

28. Google Search Tips

29. To search on a topic on the Google we simply type the query
text in the search bar of the Google search engine. When we
type the query in the search bar, Search engine uses AND
operator and OR operator to search for the queries.
There are some tips on google searches which helps in filtering
the search content as per our requirement.
Search for an exact word or phrase "search query"
Use quotes to search for an exact word or set of words in a
specific order, without normal improvements such as spelling
corrections and synonyms.

30. Exclude a word -query
Add a dash (-) before a word to exclude all results that include
that word. This is especially useful for synonyms like Jaguar the
car brand and jaguar the animal. [ jaguar speed -car ]
Tip: You can also exclude results based on other operators, like excluding all results from
a specific site.[ pandas -site:wikipedia.org ]
Include similar words ~query
Normally, synonyms might replace some words in your original
query. Add a tilde sign (~) immediately in front of a word to
search for that word as well as even more synonyms.
[ ~food facts ] includes results for "nutrition facts"

31. Search within a site or domain site: query
Include "site:" to search for information within a single website
like all mentions of "Olympics" on the New York Times
website. [ Olympics site:nytimes.com ]
Tip: Also search within a specific top-level domain like .org or .edu or country top-level
domain like .de or .jp. [ Olympics site:.gov ]
Include a "fill in the blank" query * query
Use an asterisk (*) within a query as a placeholder for any
unknown or "wildcard" terms. Use with quotation marks to
find variations of that exact phrase or to remember words in
the middle of a phrase. [ "a * saved is a * earned" ]

32. Search for either word query OR query
If you want to search for pages that may have just one of several
words, include OR (capitalized) between the words. Without
the OR, your results would typically show only pages that
match both terms. You can also use the | symbol between
words for the same effect. [ olympics location 2014 OR 2018 ]
Tip: Enclose phrases in quotes to search for either one of several phrases.
[ "world cup 2014" OR "olympics 2014" ]
Search for a number range number..number
Separate numbers by two periods (with no spaces) to see results
that contain numbers in a given range of things like dates,
prices, and measurements. [ camera $50..$100]
Tip: Use only one number with the two periods to indicate an upper maximum or a
lower minimum. [ world cup winners ..2000 ]

33. Do's and Don'tSEO

34. Don't do the followings:
• Don't keep hidden text on your web pages.
• Don't create alt image spamming by putting wrong keywords.
• Don't use meta tags stuffing.
• Don't use frames and flash on your site.
• Don't exchange your links with blacklisted sites.
• Don't try to fool your site visitors by using misspelled keyword.
• Don't send spam emails to thousand of email IDs.

35. • Don't use too much graphics on your site.
• Don't create too many doorway pages.
• Don't try to create duplicate content of pages.
• Don't submit your website many times in a single search engine.
• Don't use sub-directory depth more than 1-2.
• Don't create too many dynamic pages. Try to convert them into static pages.
• Don't bloat your pages with code.

36. Do the followings:
• Create logs of pages and each page should however contain a
minimum of about 200 visible words of text to maximize
relevance with Google.
• Create a Sitemap, Help, FAQ, About Us, Link to Us, Copyright,
Disclaimer, Privacy Policy pages on mandatory basis.
• Create a homepage link to each and every web page and
provide easy navigation through all the pages.

37. • Pay attention to your dynamic page URLs. Google can crawl
and index dynamic pages as long as you don't have more
than 2 parameters in the URL.
• Check your complete site for broken links. Broken links will
reduce your other pages rank as well.
There are various other tips which can help you to optimize
your web site for many Search Engines.

38. “…The objective is not to make your links appear natural”; the objective
is that your links are natural.”
- Matt Cutts, mattcutts.com
“Even the best SEOs are not magicians. They can't simply place a site at
the top of the engines when there are hundreds of thousands (if not
millions) of others that offer basically the same thing, and provide
basically the same information. If they could, you'd see a whole lot more
millionaire SEOs.”
- Jill Whalen, highrankings.com
“Google only loves you when everyone else loves you first.” -Wendy
Piersall, problogger
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