Search Engine Optimization Marketing

Ask 10 search engine optimization consultants what seo is and you might get 10 different responses. Different consultants define seo differently. The industry is still in it's infancy and not all agree yet as to what is and isn't included in seo. I define seo as optimizing a website both on page and off page in order to achieve a better organic ranking in search engines and consequently driving more traffic to your website.

My definition doesn't include pay per click advertising, which I consider part of the larger search engine marketing (sem). I see seo as a subset of sem and while both can complemet each other very well here we'll just be considering seo or at least my definition of seo. SEO consists of four main areas which are keyword research and selection, site building, on page optimization, and link building. We'll discuss each one briefly in turn and then cover each in more depth over the next few posts.

There's one important point I want to make before continuing. There is no magic formula that will get your page to rank #1 on any of the search engines. There isn't an optimal keyword density or a perfect place to use a keyword. And if there were don't you think all the other sites that came before you would already be using that magic formula? SEO is about developing a strategy and tactics to help the pages of your site rank well enough to bring traffic to your site. For some keywords it will be relatively easy to get your pages a high rank, for others it will seem impossible. Good seo will take time and instead of looking for a way to be #1 tomorrow you'll be better off simply working to bring in more traffic to your site next month than you are bringing in this month.

Keyword Research And Selection

All seo starts with keywords. Choosing the right keywords is perhaps the most important part of your optimization efforts. You may think it obvious what keywords you should be using for your site, but think again. Yes some will be obvious, but more often than not those obvious keywords will be the most difficult to to achieve high ranking for. Begin to identify keywords simply by brainstorming. Write down as many keywords as you can think of and then look for more. Fortunately there are some good keyword suggestion tools you can use to help build your list. Two of them are the Overture Keyword Selector Tool and the Google AdWords Keyword Tool. Both offer many suggestions for other keyword phrases you can use on your site.

You should be able to build your list into hundreds if not thousands of possible keywords. No you won't use them all. You'll actually combine many of them into longer phrases, but before you can determine which keywords are going to bring the most traffic to your site you need to list as many possible candidates as you can. Once you've assembled your list you'll narrow it down by comparing how many people actually search for those phrases and also what competition is out there on each of the phrases. Let's skip the details of narrowing down your keyword list for the moment and move on to site building

Site Building For SEO

The way you structure the pages of your site and the way you code your pages will have a great impact on your seo efforts. Before any of your web pages can be found for a given search it needs to be indexed by the search engines. While you should always think about real people first when developing a site you must also make sure that search engines can spider your site and find and index all of your pages.

The main culprit in pages not being found is often JavaScript menus. JavaScript menus can be a great thing for site visitors and I'm not suggesting you never use them, but if you do, make sure you also include another form of navigation for search spiders. Usually this will end up being navigation at the bottom of the page. This search engine navigation should contain text only links. In addition to text only links provide a sitemap for all of the pages on your site and make sure this page is linked from the home page of your site and again it should be a text link.

On Page SEO

On page seo includes everything you can do on a given page to increase its chances of being found in a search engine. It includes all of your content and the way you present that content. It includes where, how, and how often you use your keywords on your page and even what other pages of your site and other sites you link to and how you link to those pages.

By far the most important piece of writing you'll do on any given page is your page title. Search engines consider your page title to be very indicative of what can be found on the page so you'd better make sure to get some keywords in your pages titles. I'm not talking about spamming your page title with a long list of keywords, but your most important keyword for that page should be included in your page title.

You'll also want to use keywords in your page headings and throughout your page content. Don't worry about keyword density or looking for the perfect amount of keywords to use on a page. Use them where they are appropriate in the text and you will most likely be using them in the right amount. Do make sure you use keywords in your page headings.

Link Building

Link building will prove to be what has the greatest effect in your seo efforts. That doesn't mean you should ignore any of the above, but in the end it will probably be the number and quality of links pointing to your site that will be what get's your web pages found in search engines. It certainly will be for competitve keywords and without many many quality links pointing to your site you will not be able to consistently rank on any competitive keywords.

Link building is a never ending process. It's not something you do for a few weeks and then stop to rest on your laurels. You should always be looking for other sites that will link to yours and doing what you can to get other sites to link to yours naturally. While in general more links are better not all links are created equal and there are some you don't want to spend your time trying to get. Free for all (FFA) links pages and link farms are best to stay away from. Most will simply do nothing for your site, but some will be harmful to your efforts.

There are many different ways to get links to your site and often it can be hard to decide where it's best to get links. As a general rule if you think about that other site and if the visitors of that site will likely find your site uselful and interesting and even better if visitors on that other site might be likely to click on a link to your site then you do want a link on that site back to yours. If visitors on that site probably couldn't care less about your site then you might just want to move on to the next site. If the time it takes to get that link is short then go ahead and try to get it anyway. It probably isn't going to hurt, but if it will be time consuming process to add a link on that site where people aren't likely to click on it then your time will more than likely be better spent getting a link on another site.

Keywords, site building, on page content, and link building are the four cornerstones of seo. We've just scratched the surface of each here and I'll expand on all four over the coming days and posts. Remember that this seo tutorial is about the basics of seo and there will be a lot more detail to learn, beyond this tutorial, but hopefully this seo basics tutorial will lay down a solid foundation from which you can begin to build your experience and knowledge.

I'll pick things up next time in part II of this seo basics tutorial with Keyword Research and Keyword Selection.

A lot of thought should go into keyword discovery and keyword selection when it comes to your site. Part II of our seo basics tutorial will focus on keywords and help with some ideas to discover as many possible keywords as possible and once having discovered those keywords how to select the best ones for your site optimization. Keywords like everything else seo is often as much art as science, and while there are a variety of scientific methods to choose the keywords for your site many times it will come down to how well you know your potential customers and how they search.

Keyword Discovery

Keyword discovery is the act of finding as many possible keyword candidates as you can for your site. I'm not talking about a list of 5 or 10 keywords. I'm talking about discovering hundreds or even thousands of possible keywords. The way to begin is to brainstorm a list. Start with the obvious keywords. These shouldn't be too difficult. If your site is about promoting your banquet hall then you'll probably list banquet, banquet hall and banquet room very quickly as possible keywords to target. Try to come up with a list of 5-10 obvious and general keywords to describe your site. These obvious keywords will tend to be shorter phrases (1 -2 words) and be the major keywords that describe the overall theme of your site.

Once you have your obvious keywords list expand that list by thinking of related keywords that might also describe your site. Does your banquet hall also offer catering services? Maybe catering services would be a related keyword phrase for your site. How about wedding receptions or office occasions. Maybe facilities or event planning. How about dance floor assuming your hall has one. You're looking for other words people might use beyond the obvious that they may use to find your services or products. See if you can come up with a list of 30 keywords related to your obvious keywords. These related keywords may be other services you offer or a different way to refer to your main service. A thesaurus might be a good tool to use here.

Once you have a basic list of obvious and related keywords work on expanding that list by finding qualifiers that you can place before and after your keywords to turn them into longer keyword phrases. For our banquet hall example we might add the word rental at the end to create the phrase banquet hall rental. If your business has a physical presence or is local in any way then your location is a great qualifier you should absolutely use. 'banquet hall rentals in Charleston Illinois' becomes one of our expanded keyword phrases. Some common qualifiers are free, professional, best, inexpensive, and services.

Another ideas for keywords is brand names. if you sell any brand name products by all means use that brand in your keywords. When people are ready to buy they'll often use the brand and specific product in their search. After I've spent a few weeks researching the merits of digital cameras I'll be searching for 'canon eos digital rebel' now that I'm ready to buy one. Always use product and brand names when you can and include them in your keyowrd list.

Fortunately there are several tools you can use to help you in your keyword discovery. Two free and popular tools are Overture's Keyword Selector Tool, which will give you information about the popularity of searches over the previous month and the Google AdWords Keyword Tool which will offer related keywords as well as providing some other interesting data about them. The Overture tool has always been a great source for finding qualifiers. You can also try some of the paid tools like Wordtracker and Keyword Discovery. Both are paid services, but both provide a wealth of information about keywords.

Keyword Selection

Now that you've come up with a rather large list of keywords for your site how do you decide which ones you should actually use? You probably won't want to use all the keywords you've discovered or have enough content at first to handle all those keywords. Remember that list was only possible keywords for your site. You want to select a variety of keywords that you can realistically get your site ranked for and ideally ranked within the first couple or three pages at the major search engines. You'll have a much better chance of appearing in the results pages for the phrase 'banquet hall rentals, Charleston Illinois' than you will for the generic 'banquet hall' keyword phrase. Notice though that the more generic keyword phrase is still contained within the longer term so you're using the generic term whenever you're using the longer keyword phrase.

While it might seem like you should only focus on the most searched for phrases this isn't always the case. You ultimately want keywords that will lead to conversions and a keyword that sends 50 visitors to your site 10 of which go on to make a purchase will be better than a keyword that sends 1000 visitors your way that all quickly click on their browser back button. People tend to use generic keywords in searches when they are in the early stages of information gathering and when they are closer to making a purchase their search phrases tend to expand and include more details. Being found for 'banquet hall rentals, Charleston Illinois' is more likely to lead to an actual rental than being found for banquet hall.

The competition for the keywords is also an important factor. The best keywords will often have the most competition and it may be years before you can realistically get your site in the search results for those terms, depending on the industry your in and the keywords you're targeting. Many keywords though don't have a large amount of competition and it's quite possible to be on the first of the results pages for these terms in a matter of days. They won't provide the same quantity of traffic, but show up on enough of them and the traffic might add up to the same.

Keyword Effectiveness Index (KEI) is used to measure the number of searches for a given keyword compared to the competition for that keyword. There are variations on the basic formula, but at it's most basic it's expressed as:

KEI = p2 / n
where p = the number of searches
and n = the number of competing pages

Keyword research companies may use a number other than 2 as the exponent like 1.5 or 2.25 and they might multiply by some constant to make the final number more readable. The basic concept is still comparing the number of searches to the competition. Finding the number of searches can be done using any of the keyword discovery tools I mentioned above. They all use different databases for determining how often keywords were searched so you want to compare the numbers from the same source. You can find your competition simply by typing your keyword into a search engine and seeing how many results you get. You can further refine that by searching for something like intitle:"your keyword phrase" since as a general rule your competition will most likely be using the keywords in the title of the page. We'll cover page titles more when we get to on page seo.

The keyword phrases with the highest KEI will be the keywords that will be easiest to get your site ranked for. They may not be the best to use however. They may produce so few searches that they aren't worth the time to optimize a page for them or they may prove to be less relevant to your site than some other keywords. Somewhere in all this analysis comes the art of keyword selection. The more you look at and study keywords and analyze them the more you'll get a feel for the art. Your own experience with your business and your customers will also help your keyword selection art. Sometimes all it takes is knowing that many of your customers refer to one of your products in a certain way that's not so obvious to find some golden keywords you can use on your site.

Overall Keyword Strategy

So what should your overall keyword strategy be? It's a question a little beyond the scope of this post and will depend somewhat on the overall goals of your site. However one strategy you can use is to let your keywords follow the structure of your site. By this I mean use the more generic keywords on your home page and main section pages and as you get deeper into your site let your keywords get longer.

For your camera site your home page might focus on the keywords camera and then as your site branches off into sections about digital cameras, 35mm cameras, camera accessories your keywords would follow suit. Your digital camera section might then go on to contain subsections on professional digital cameras and point and shoot digital cameras. It might further contain pages on point and shoot cameras under $200. Using this approach you might structure your entire site navigation around your keywords. A great way to get traffic is to build pages around each of your longer keyword phrases and then group those pages into related sections.

Last time we were talking about keywords and their importance in seo. Now that you've chosen your keywords it's time to build your site. Well maybe not just yet. I prefer to have content written before site building, but I'm going to talk about site building first. Partly because writing content will continue after your site is built and also because there are some things I'll talk about here like structuring your site that can and probably should come before content writing.

Before getting into building your site for seo I want to remind you that you should always build your site for people first. It won't matter how much traffic a search engine drives to your site if your site is unusable to the people who eventually get there. Fortunately building a usable site can also be good for seo.

Navigation

When it gets down to it the most important thing you're doing when building a site for seo is making sure that search engine spiders can find all of your pages. If you want your pages to show up in searches it only makes sense to make sure they make it into the index. It happens to be pretty good for people ti find your pages as well. The main difference is that search engines prefer text only navigation. Visitors to your site will generally be able to use your drop down menu or image links. Search engines will stumble over them.

While search engines are getting better at reading JavaScript and Flash (they still don't read images at all) you're best bet is to make sure there are some text only links they can follow. That doesn't mean you can't use an image map, or a drop down menu, or even a Flash based navigation scheme. Your visitors may really like them. Just make sure you provide some navigation spiders really like too. An easy way to do this is to add a text only set of links at the bottom of your pages. As it turns out that bottom navigation can prove useful to your visitors if they scroll to read to the end of your page.

You don't need to include links to every page of your site in your navigation, but you should provide links to each of the main sections of your site. You can add links to section pages on those main section pages. If your site is not very large then you should add links to all your pages on the home page. One link larger sites absolutely should include on the home page is to a sitemap.

Sitemaps

A sitemap is nothing more than a list of links to all or most of the pages on your site. Most of your visitors probably won't use it though some will. Search engines will use it especially if you've provided a link to it on your home page. Having your site map within one click from your home page and having links to all your other pages on your sitemap means that every page on your site is reachable within 2 clicks. It will help search engines find all of your pages faster and will thus let them index your site faster. You do want your pages in the index don't you?

Your sitemap doesn't need to be anything elaborate. It really will be mostly for search spiders and spiders won't care how it looks. No reason though that you can't make it a little readable for those people who will check out the page. Organizing the links by section and maybe even writing a brief sentence about what a visitor will find in each section will make your sitemap more usuable to people.

Once your pages grow beyond a certain number you may not want to have all of your links on a single page. 100 is probably about as many links as you'd want on one sitemap page. If your pages grow beyond that it's ok to add a second sitemap page, which you can link to from the first page.

Site Structure

The way you structure your site can help some in optimizing your site as a whole. In my last post I mentioned letting your keywords follow the structure of your site as a keyword strategy and used the example of a site selling cameras. By organizing your pages around specific subtopics of your site your keywords within each section will naturally revolve around themes. You'll be able to use more generic keywords on the main pages of each section and longer phrases on the deeper pages in each section.

Your digital camera section will very naturally continue to use and reinforce your 'digital camera' keyword throughout the section which can help improve the rank of your pages for the general section keyword. You'll be able to more naturally include keywords in your links within the section and the idea of themes can show search engines (mainly Google) that your pages are relevant to each other. Building themes within your site can also help with the concept of having an authority site.

Naming Conventions

Building your site with this kind of structure will also help when combined with an seo friendly naming convention. While keyword rich urls probably don't play a major role in where your site ranks they do play a role. By building your site sections around a common theme you can place all of the files in a subfolder that uses keywords in it's name. All of your digital camera pages can reside in a subfolder of your site named digital-camera or digital-cameras. Always use a dash between words when naming folders and files since search engines have trouble parsing an underscore. If you use an underscore search engines will see the two words as one long word. The dash allows them to read each word separately which is what you want. Naming your folders with keywords is not about keyword stuffing. Too many keywords won't help, but now all your digital camera pages will have that keyword phrase in their urls.

Just as with your folders give your files meaningful names that use keywords. That page on professional digital cameras can be called professional-digital-cameras.html or just professional.html if you don't want to repeat the keywords from your folder. The url to the page becomes

www.yourdomain.com/digital-cameras/professional-digital-cameras.html

No need to worry about getting a domain name with your keywords since you can get those keywords in on your folder and file names. Now you can pick a domain name that's easier to remember.

Valid Code

While I wish it were so and there are still many good reasons to write valid code it's not going to make a huge difference when it comes to seo. Search spiders can read poor code out of necessity since so many site are poorly coded. There's probably a point where spiders will trip over your code if it's bad enough, but spiders won't exclude you from their index if all of your pages don't validate. Still it's a good idea to validate your pages and it's not any more difficult to write good code than it is to write bad code. And while search engines don't mind poor code at the moment there are many who think they should and it's always possible that in time valid code will help.

The situation is similar with your choice in how you layout your site and whether you opt for a css layout or a table based layout. The search engines really won't care much. They can read and crawl both types of layouts fine. There are some who believe that a css layout optimizes your pages since they typically use less code leading to a higher keyword density. I don't believe this will matter since I think search engines are perfectly capable of separating code from content and looking at the density of your keywords as they apply to your content only in either type of layout. When search engines index your pages they store your content as one long text string stripped of the code around it.

Some would also say that css allows you to order your content in a way that lets you give keywords more prominence on your pages, by having them come first in your html. I'm not convinced of this, but there might be something to the argument since keyword prominence likely plays a part in seo and a css layout will let your organize your html any way you want while still keeping the same presentation.

While I'm still not convinced that a css layout will improve the ranking of your pages there are some good arguments for it when it comes to seo and it is always possible that search engines will come to see both css and valid code as something that gives a site a little more quality in the future. Even if they don't there are still some very good reasons to use valid code and a css layout.

Static Or Dynamic URLs

Contrary to what many think search engines can read dynamic pages and index them fine. They may have trouble if you use too many parameters in your urls (3 is often quoted as a limit) and they generally don't prefer to see a parameter like id=, but they can read dynamic pages. Still it's probably a good idea to create search friendly urls. Turning your dynamic urls into search friendly urls is relatively easy using 301 redirects and I'll just direct you to my post about them instead of covering the topic again here.

It's also fine to use a .php, .asp, or any other dynamic extension for your pages instead of using .htm or .html. Search engines won't care at all. The scripting language extensions may have gotten a bad rap in the past when search engines did get tripped up by dynamic urls, but that's not the case today and it never was the extension itself that caused any problems. Guilty by associaition with all those parameters I suppose.

Robots.txt

You should always include a robots.txt file in your root directory. A robots.txt file will let search engine robots know which pages and sections of your site you don't want them to index. Why wouldn't you want them to index some of your pages? Well there are some files on your site there's no reason a search engine needs to index. Files like external JavaScript don't need to be indexed. Neither do temporary files you're working on, but not yet ready to display. While we all want spiders to crawl our sites they do use up some bandwidth so let them know they don't need to crawl certain parts of your site. Save some bandwidth on your hosting account and let the spiders get to the pages you want them to index a little faster. If you've never written a robots.txt file you can learn how at robotstxt.org

Custom Error Pages

You never want a page to fail to load when a search engine spider comes a crawling. That might let the spider believe your site isn't a trustworthy one or worse yet that it no longer exists. Don't worry spiders understand that problems do occur, but you'd rather they always get a page instead of an error. By setting up custom error pages you can make sure that even if an error does occur a page will still be displayed. You can also make sure that your custom pages contain your navigation so spiders can easily move on to another page on your site instead of being stopped in your tracks. And guess what? It's also pretty good to give people that same navigation instead of giving them a reason to leave your site. Most hosting account will let you set up a variety of custom error pages through the control panel that comes with your account. I make mine to look just like any of my other pages with an apology for the error as my content and a suggestion to use the navigation to find a suitable page.

Remember when you build your site always think people first seo second. Fortunately much of what you do when building your site can benefit both. When it comes to seo the most important thing is to ensure spiders can crawl your site and index your pages. Build a text only navigation schems with a link to a sitemap for search spiders. Beyond getting your pages indexed there are some things you can do in site building that can improve your optimization and ranking such as the way you strucutre your site and the naming convention you use for your files and folders.

Well we've built our site, but our pages are still looking pretty empty without any content. In Part IV we'll talk about on page factors and seo and how what you do on your pages can improve your ranking in search results.

Most people new to search engine optimization equate on page seo as everything in seo. Terms like meta tags and keyword density are often some of the first encountered by seo newbies. Many myths still revolve around on page seo and while for competitive keywords link building will be your path to success you can still rank very well for many keyword phrases with on page factors alone. In the previous two posts to this tutorial I talked about keywords and some of the things you could do while building your site to improve your overall optimization. Today as you have probably figured out I'll be discussing what you can do on the page itself to gain a higher position in search results.

Let me begin with a reminder. Always write your web page content for your visitors first and search engines second. It will make no difference how much traffic you can get to a given page if there's nothing useful there for anyone. Keeping search engines in mind while you write is fine and something you should be doing, but give search engines and seo in general a backseat to your visitors when writing. You'll find that often the same things work well for both. Ok so not that I've given you that reminder what can you do on your pages to optimize them?

Title Tags

Probably the most important place to have keywords is in your page title. Search engines put a lot of importance on what a page is about based on the title of that page. If you're not using keywords in your page title you'd better have a lot of links pointing to that page. When writing page titles place your keywords as close to the front of the title as you can. This isn't about stuffing one keyword after another in your titles. They still need to be readable and convince someone to click on them since it's your page title that shows as the link in all search results.

You should write unique page titles for every page of your site and use the keywords for which you are optimizing your pages. There's no need to include red widgets in the title for your blue widgets page though of course you should use the word widget. It's ok to use your keywords more than once in your title, but again don't overdue it. Too many keywords won't help. Use your keywords 2 or 3 times max. Keep your page titles short as well. After a certain number of characters all search engines stop displaying them.

It's not necessary to include your company name in your page titles for seo reasons unless your company name also makes use of your keywords. You may still want to include your company name for branding, but place it at the end of your title. Your page on swiss watches on your site might have a page title like:

Swiss Watches From The Swiss Watch Company SwissWatch.com

Not necessarily the best title, but hopefully you get the idea.

Meta Tags

When it comes to seo the only meta tags you should ever have on your page are the meta keyword and meta description tags and you don't even need one of them. Ok you can also use meta tags for the character set and language of your page if you want, but none of the index="follow" or "revisit" stuff. That won't make the spiders come back any faster. You really don't need to use the meta keyword tag anymore either. It suffered from spam abuse so much that the major engines don't pay any attention to it anymore. Most seo experts aren't using it and if they're not why should you. You can use it if you want, but if you do make sure that any word you include in the keyword list also appears on the page. If not you may send off a red flag that you're spamming.

Do use the meta description tag, not so much for seo, but to convince people to click on the link once it appears in search results. Not always, but often enough your meta description will be what appears beneath your link in the results pages and can help people decide whether or not to click on your link. Use your keywords in your description without overdoing it. There may be a minor seo benefit, but you're really writing this tag for people.

Page Headings

Use page headings and include your keywords in your page headings. Once again it's not about keyword stuffing. Mention your keywords once or twice and move on. Use headings the way they were meant to be used. As a way to structure your content. You should only have 1 <h1> tag on your page which can mimic your page title if it makes sense. You might have a couple or three <h2> tags and <h3> tags. you probably won't get to <h4>. Don't create heading tags just for the sake of seo. Use them as they were meant to be used, but when you do use them try to get a keyword in them.

Keyword Density

Is it important to mention your keywords on your page? Absolutely. Is there a perfect amount of times to use them on any given page? Absolutely not. Do not worry about your keyword density. Don't over analyze your pages trying to find that perfect amount of keywords. You won't find it. Is there a single perfect keyword density you should use? Highly doubtful. Most pages that rank well typically have keyword densities between 2% and 7% Please don't hold me to that though. I really don't know or care what keyword density I should use on a page and neither should you. Adding one more occurrence of your keyword in your content isn't going to change your position in search results. In fact you can rank a page for very competitive keywords without ever mentioning those keywords on your page. The classic example is a search for 'computer' for which apple.com will likely be #1. Check the Apple site and see how many times you find the word computer on the page and then decide how important you think keyword density is.

Use your keywords a few times in your early paragraphs and also include them in your closing paragraphs. Every so often mention them near each other. Use them throughout your content when it makes sense to mention them. Don't spend your time over analyzing it though. The truth is if you write a page that is focused on a givem topic then you've more than likely used your keywords the right amount of times. It's also becoming a good idea of late to use words that are related to your keywords instead of just using your keywords. Search engines are getting better and determining the relevance of your page copy to a given set of keywords so using synonyms may work just as well if not better than using your keyword one more time.

Keyword Emphasis

Some people will tell you that you want to make all your keywords bold or place them in italics. There's probably a minor effect in either of these at best, but it is ok to do as long as it's not overdone. Having every one of your keywords in bold is going to look spammy to a search engine and even more to your page visitors. Feel free to do it a couple of times if it makes sense to emphasize your keywords in a certain part of the page, but as with everything on page don't overdue it.

On Page Links

Link to other pages of your site within your content. The anchor text you use can have an impact on how well both pages rank for a given keyword phrase. Not too many links mind you, but if you have a page with related content link to it. It can be a boost to both pages. Use your keywords in the anchor text of the link. It's also both ok and a good idea to have links to external pages in your content. Again make sure to use keywords in the anchor text of the links. Links are a very important part of seo, both on and off the page. The anchor text you use in your links is especially important when it comes to optimization.

When you link to external sites make sure the site is a quality site that your visitors will find useful. Make sure the site really adds something to what you're saying. It's possible that visitors will leave your site through the link, but if you always send them somewhere good they'll come back to see what other sites you've found for them that they may like. Linking to quality sites can also help your Google TrustRank score.

Alt And Title Attributes

It's a common misconception that alt and title attributes (they're attribute and not tags) is the key to the search engine door. It's unlikely they would have anything more than a very minor affect on your ranking. Both are meant to be used for accessibility and not seo and stuffing them with keywords not only won't help you it's likely to keep visually impaired visitors away from your site. Most of the time your alt attribute will be blank (alt="") and your title attribute not even there. Use them only to provide addition information. If you have images that are also links you should mention the page the link goes to in the alt attribute. This is the best resource I've found for how to use The Alt And Title Attributes.

On Page SEO Summary

For competitive keywords on page seo will only help so much, though it can still help. If you're targeting less competitive keywords then on page seo can be all you need to get a page 1 rank. Write good page titles above all else and use your keywords naturally throughout your content. Include page headings with your keywords in them. Do not spend too much time over analyzing things and do not over stuff your page with keywords. On page seo is no longer the end all and be all of search engine optimization. It still plays an important part in optimizing a page and you should keep it in mind as you write your pages. The more you do the easier you'll find it is to write your pages when it comes to seo and the less time you'll have to spend on them

We're almost there with our basic seo tutorial. The only major thing left to talk about is link building. Of course as it so happens link building is what will ultimately prove to have the biggest impact in seo. It's that important and it's what today's seo is all about. Next time I'll pick up link building in Part V of this tutorial.

When it comes done to it link building is going to be the most important part of any seo you do for your site. Get enough quality links and your web pages will rank for your keywords no matter what you do on your pages. Ever since Google came onto the scene seo has been all about links and link building. That doesn't mean you can ignore everything up to this point, but be aware that link building is going to have the most impact on your site when it comes to being found in a search engine.

Of course link building isn't always clear. It isn't necessarily easy either and depending on how competive your keywords are it can take a long time before you see any results. Because it's such an important part of seo I'm going to talk about links in general here and then offer some suggestions as to where and how you can get links to your site in my next post.

One of the keys to link building is that it should be consistant and ongoing. Link building won't happen overnight and getting 10 links pointing to your site probably won't take you to the top of the search results. But get 10 links back to your site every week and after a year those 500 links (I thought you deseved a 2 week vacation) will help.

Build Links For Their Own Value

As with everything else with optimization you want to think about search engines second when it comes to links. Keep in mind what your goals really are. It's probably not that top ranking you're ultimately looking for, but traffic to your site. Traffic can come from many places, not just search engines. When you look for sites to link to yours think about that site and decide if your site might be of interest to visitors of that other site. If your site would be of interest to them then you definitely want to add your link and you stand a good chance of getting traffic from the link itself no matter how much weight a search engine gives to it.

This is especially true if you're going to pay for the link. Anytime you pay for a link assume it will provde 0 value as far as search engines are concerned. If you're still willing to pay for the link then go ahead and pay for it. Linking is not only about search engines and make sure to remember that. If you build enough quality and relevant links to your site you're site will still have traffic before, during, and after algorithm changes. Your site will still have traffic even without search engines.

Quality Links Or Quantity Of Links

When it comes to links not all links are created equal. Some are going to be better than others. So which do you want quality or quantity? The truth is you want both. The ideal situation is a large quantity of quality links. Think quality first, but you can never have too many quality links of even enough for that matter. You always want more.

That doesn't mean you should go after every link you can. There are some links that will do nothing for your site and even some that can cause harm and even get your site banned. Link farms are the kinds of things you want to stay away from. Link farms are sites that are created solely to pass links back and forth between other sites and they constitute what's considered a 'bad neighborhood' online. And in the case of 'bad neighborhoods' you're guilty by association. Link spam has become a problem for search engines and many recent algorithm updates have been about eliminating link farm spam among other kinds of seo spam. Other types of links to stay away from include free for all (FFA) links pages. They're pretty easy to find. They will typically be a page on a site called 'Links' filled with hundreds of links to other sites. You're not going to get any link weight from these pages so don't bother adding your site among the others.

What you should be looking for is one way inbound links (IBLs). Reciprocal linking is still ok, but keep it to a minimum. Reciprocal links should only account for a relatively small percentage of all your inbound links. One of the ways to get links to your site is still by asking other site owners to exchange links, but again keep this to a minimum. The one way kind are better. It's as though that other site considers your site worthwhile enough to send visitors there even if it doesn't provide any benefit back for the that site. That's a pretty good vote for your site and that's how the search engines will see it too.

Relevant Links

Relevant one way inbound links are the best kind of links you can get for your site. Even better if the links come to you naturally without requiring you to do anything to get them. Relevant links will come from sites that are related to the topic of your site. Search engines are still working on the concept of what constitutes relevance, but they are getting better at determining relevance. You can test to see how far Google has come by using the related: advanced search operator. Typing related:www.bmwusa.com into Google yields results for sites of many auto dealers. Google clearly has some idea of what sites are relevant to each other. There are limits. After all none of the sites returned for the BMW search were for tire dealerships or auto parts sites. The search engines still have a way to go and may never entirely determine that two sites are relevant to each other, but they can tell a lot.

One way to help search engines know your link is relevant is through the anchor text you use in the link. If you're targeting auto parts as one of your keywords then as often as you can get the words 'auto parts' into links pointing to the auto parts pages on your site. You won't always have control over the anchor text of links, but when you do get your keywords in there. Having your keywords in the anchor text of your backlinks is one of the best ways to help your site rank at the moment.

When it comes to the anchor text of your backlinks remember to vary it. Don't always use the same keywords in every link. You do want to rank for more than one keyword. Also search engines are on the lookout for linking that isn't natural. It's unlikely that every site would choose to link to your site with the exact same text so when you get a chance to specify the anchor text in the link vary it a little. Not only should you vary the text, you should also vary where the link points to which brings us to&hellip;

Home Page And Deep Linking

While many if not most of your links will likely point to your home page not all should. In fact you should always be working to get links for deeper pages of your site. Spreading the links around your site will be a great benefit to your link building efforts. Search engines link to web pages not websites. So if you want deeper pages of your site to appear in search results get links pointing to them. You will probably always end up with more links to your home page than any other, but don't limit your link building to your home page.

Deep linking will also prove beneficial when it comes to converting visitors into customers. People who click on a link promising to lead them to spray wax for their BMW want to be taken to a page about spray wax. Don't make them come to your home page and then make them find where on your site the spray wax is. It may be easier for them to go back and find another link that will take them directly where they want to go.

Internal Site Linking

When one page on your site gets a link from another page on your site it still counts as a backlink for the page being linked to. Your internal links are also the one place where you completely control the anchor text of the links and which pages are most relevant to each other. Making good use of internal links can help a lot when it comes to search engines. Link all of your pages to your home page either through your main navigation or through your logo or both. When you write an article about blue widgets provide a link to the page where you sell blue widgets. Your visitors will appreciate it and so will search engines.

Those are some general ideas about link building and what kinds of links you should and shouldn't be looking for. Hopefully you now have a better idea of what makes for a good site to get a link from and how the anchor text of your link should look on that site.There's certainly more to know about links than what I've talked about here, but hopefully this will be enough to get you thinking about what kind of links you want. Of course the big question is where can you get these links. It's one thing to know what makes a good link and another to know where you can find those links. I'll pick the topic up next time with suggestions for where you can find links for your site and some ideas for how to get other sites to link yours without even having to ask.

If you want traffic for your site you need to get backlinks. Link building will be the most important thing you do as part of the optimization of your site. If you read the last part of this series you should have a better idea of what you want to look for in a backlink. Knowing what to look for is one thing, but I'm sure you want to know where to look. As promised here are some tips for where you can get backlinks for your site.

Once again I'm going to start with the idea of providing good content on your site. Content that people naturally want to link to should be the backbone of any link building you do. Naturaly links are also the best and easiest kind since other than providing the content you won't need to do anything for the link itself. While it won't happen overnight this is ultimately going to be the way to get more backlinks for your web pages and give you the edge over the competition. Before people can start linking to you naturally they will need to know you exist of course so getting a few backlinks on your own is still where you want to start.

Directories

You probably know about the Yahoo directory and the DMOZ, but what's after that? Actually there are tons of directories and more seem to be springing up every day. Not all are going to be great directories, but most are relatively easy to submit your site to. Some of the larger directories like the aformentioned Yahoo and DMOZ can provide great links to your site, but some will charge for the listing like Yahoo and some will be difficult to get into like the DMOZ. Not to worry. No one link no matter how good it is will make or break your site. Decide if it's worth the expense for the Yahoo link and submit to DMOZ and move on to the next directory.

Niche directories on the topic of your site will typically be better than general directories so those are what you ideally should be looking for. Niche directories should contain categories that are about your site. You can find directories easily enough by searching for them. Pick your favorite search engine and try some of the following searches:

"your keyword" + directory
"your keyword" + "add url"
"your keyword" + "add site"
"your keyword" + "submit url"
"your keyword" + "submit site"

You can play around with different ways to say "add url" and even vary your keywords. You can even try the same searches at different search engines. Some of the results returned will be pay directories, but often many will be free. This isn't going to be a fast or easy way to get links. It will take time to perform the searches and check the results pages to find the form on the site. And you still need to submit the form as well. It can be very tedious so my advice is to do this a little at a time. I like to spend an hour or two during the week searching and another hour or two submitting. Set a goal for yourself like 10 or 20 submissions a week and just keep at it. It will take awhile to build links this way, but in general your site wil be accepted. Also keep an eye out for people publishing lists of directories in forums.

Forums

Speaking of forums they can be a very easy way to get backlinks for your site. Many forums will allow you to post links in your forum signature and once you do every time you post you'll have another backlink. The idea though isn't to just randomly submit nonsense posts just to get your link there. Forum moderators may easily delete your post unless it provides some worth to the forum. What you want to do is find a few forums about your particular topic and become part of the community. Ask and answer questions as a way to network with other people in your industry. If your posts are good you'll most likely get traffic from other forum members and visitors when they click on your signature and possibly even make some valuable contacts.

Spend a few hours a week checking out the forums you join and making a few posts. The links will add up fast. Google probably won't count every link or at least won't count them all equally. They tend to give you credit for the first few links they find on a site and then reduce the weight of the others. Yahoo and MSN seem to like this kind of linking more.

Blog Comments

Similar to forums posting is commenting on blogs. Find some blogs you like and that are in your industry. Whenever you see a post there that interests you add a comment. Many blogs will ask for a url to your site or blog and your name will become a backlink. Even better is if you have a blog of your own you can mention another blog in your posts and if the blog owner has trackbacks turned on an excerpt from your post will appear as a comment. many blogs also provide a blog roll whch is just a list of links to other related blogs. Get to know some of your fellow bloggers by posting comments and you'll possibly find your blog on their blogroll.

Competitor Backlinks

In the same way you found directories you can find another source of backlinks through searching. Search for the backlinks of some of your competitors and see if any of those sites will link to yours. Start by searching for one of your keywords and then do a backlink search on the sites that show up on the first page. You already know those sites do well for the keywords you want to rank for and now you can find out some of the links that helped them get there. They mostly likely have a lot of backlinks and probably even some high quality links as well. And you already know those sites are willing to give out links. Just as with directory searching this method of getting backlinks can be tedious and time consuming. It can also be an excellent way of finding links.

Article Submissions

If you like to write, article submissions can be a quick way to get a lot of backlinks for your site. Most article submission sites will let you write a brief bio in which you can add a link or two back to your site. You can also add links where appropriate directly in the content of the article, but make sure it's not too many. After you submit your article other webmasters will download it and add it to their sites along with your links. The better the article the more times it will get downloaded and find it's way on another site.

There are many sites that will accept your articles and you probably won't be able or want to submit to all of them.

Press Releases

Just as with article submissions, submitting press releases can be a quick way to get a lot of links quickly. The more newsworthy your release the more likely it will be picked up by the various media outlets. Many of the press release sites will want you to pay to submit your release, but you can find some that are either free or low cost. In the best case your release will be picked up by something like Yahoo news. A couple of press release sites to get you started ar PRWeb and PRNewswire

Link Baiting

Link baiting can be a great source of getting backlinks naturally. The idea is to provide content on your site that is either newsworthy, contrary, an attack, a useful resource, or humorous that other sites naturally want to link to. You can learn more about this subject in the section on Link Baiting As Part Of An Effective Link Building Campaign.

RSS Feeds

Sites are always looking for more content and one of the ways they can easily add content is through rss feeds. Most web portals are now offering users the ability to add rss feeds to their home pages. Start a blog on your site and then submit the feed where you can. If people find your information useful they'll be able to add your feeds to their site. By allowing only a partial feed visitors to that site will need to come to your site to read past your excerpt. RSSTop55 offers a list of places where you can submit your blog or rss feed.

Other ways to generate backlinks

Another way you can generate backlinks for your site is simply to provide some linking code on your site under a 'Link to Us' or similar heading. You'll still need other webmasters to grab your code and use it, but providing the code for them makes it a little easier and you will get to control the anchor text and the page or pages of your site where the links point.

Start an affiliate program. if you have a product for sale you can set up an affiliate program where you pay other site owners when someone they send to your site goes on to make a purchase. The affiliate link you provide for them and they place on their site will also be a backlink to you.

There are many ways to get backlinks for your site and I've only provided some of the more common methods. They should be enough to keep you busy for awhile though. You can do those directory and competitor searches forever. The idea is to always be on the lookout for more sites that will include your link. More links is generally better, but remember that not all links are equal. Often one very well placed link will do more than many lower quality links and there are some links that can cause more harm than good.

Link Baiting. The term may be new, but the concept has been around for awhile as a way to build links quickly and organically. As the name implies link baiting is the act of providing something as bait to acquire incoming links. So what is the link bait?

What is Link Bait?

Link bait is unique and interesting content that other sites naturally want to link to. Link bait can be something orignial, it can be something first, it can be something that is contrary, it can be something that is humorous, or it can be something that is useful.

There are five differnt types of link bait commonly referred to as hooks. News hooks, contrary hooks, attack hooks, resource hooks and humor hooks.

News Hook

A news hook is where you provide content that others don't have, but will want to link to. An example of a news hook is a 'scoop' where you are the first (or even one of the first) to report on some piece of general or industry news. It can also be a compilation of news sources or headlines to report a more complete picture of a given news story. Another possible news hook would be to expose a story as false complete with proof of the original story's errors and innacuracies.

Contrary Hook

A contrary hook is when you cotnradict something someone else says. Typically you will start with a link back to the orignial story (their link bait) and then present your contrary point of view. Ideally the orignal source comes from someone prominent and influential in their industry and your point of view must be contrary to thiers. The more prominent the source or the more accepted the orignal idea the more powerful your contrary hook.

Attack Hook

An attack hook is similar to a contrary hook, but takes things to a new level. In an attack hook you not only present a contrary point of view, you also turn it into a personal attack on the original source. This hook has it's obvious pitfalls in that you are generally not presenting yourself in the best light with an attack and you may not be winning many new friends.

Resource Hook

With resource hooks you are providing useful information for others to link to. It can be a list of resources, a compilation of links to articles. Your reseource can be a how to or tutorial based on your industry. It can be a useful tool to help others in the industry. The idea is to provide something that other sites will find useful and think their visitors will also find useful. If you can provide something that others will want to use frequently such as 'the' list of resources in your industry or a new toolbar you will naturally acquire many links to your resource.

Humor Hook

Humor hooks typically involve using humor to attract links. The humor can be in the form of a story. It can be a piece of satire or a list of funny items. It can be a joke or even weird or obscure images. Top 10 lists would fall into the catgory of humor hooks.

Does Link Baiting Work?

Let's say you've discovered that aliens from another galaxy have landed in your backyard and are now living among us to study earth culture. Certainly a news hook (or maybe a humor hook with you as the punchline if you can't provide the proof). You publish an article on your site complete with images of the ship and proof that the aliens are here. As the story gets out your site as the orignal source will continue to gather links. Even as the pages that link to yours get links your site gains popularity as the importance of their link grows.

Maybe you've developed a new web application that allows site owners to not only know how many visitors came to thier site, but also why they left. (probably not going to happen unless your new application can read minds). You start to give your tool away freely. As more and more people download your application and continue to improve their business they begin to tell others how they were able to keep visitors on their site and where to get the tool that helped them by linking to your site.

You decide that everyone is wrong and the earth really is flat and that all other objects in the universe revolve around it. You write unflattering opinions of everyone from Copernicus to Albert Einstein. People want to read about the nut who thinks he may fall of the edge of the earth if he strays to far from his home and more and more websites begin to link to your 'the earth is really flat as a board' website.

Find a way to provide something unique or useful, interesting, funny, or contrary on your site and others will find it and link to you. Maybe those voices Kevin Costner was hearing weren't talking about building a baseball diamond. Maybe they were talking about link bait and link baiting.

If you've stuck through this entire seo basics tutorial hopefully you have a clearer idea of how to begin optimization of your website and web pages. The entire tutorial should at least have given you a lot to think about. I'd like to take a little time now to summarize some of the important points and mention a few things I didn't cover about seo prior to now.

As I've said several times throughout this seo tutorial there is no magic formula to getting found in search engine results pages (SERPs). The basics of seo are actually quite simple and most of what's involved is a lot of hard work. The details can be confusing especially when there's so much misinformation and disagrrement within the seo community, but at its core seo is based on much of the same principles as traditional marketing. The sooner you stop looking for some magic formula that will take you to #1 overnight the sooner you'll be able to gain a search engine presence and traffic to your site. SEO isn't about placing keywords on your pages in the perfect place or in exactly the right amount. That's not how it works and if you take anything from this tutorial please come away with that thought.

Also it's important to always build your site and write pages for people first and search engines second. No matter how much traffic you get it's ultimately people you need to convince to take action on your site. Search engines won't buy your products, people will, so make sure your site is made for those people. The same is true when link building. Keep in mind the value of the link itself first and its benefit to seo second. There are many sites that get a lot of daily traffic without being found in search engines.

Why SEO?

Traffic to your site can come from many sources and it's good strategy to not be dependent on any one source for traffic. Still traffic that comes from a search engine can be among the best traffic you can get. Much of the reason is that visitors from search engines are already looking for something on your site. You don't have to convince them they want it. They already do. Not all search traffic will be ready to buy your product, but the traffic will be targeted to something on your site and pre-qualified which is exactly the kind of traffic you want.

Because you already know search traffic is looking for something when it arrives at your site it's a good idea to get them to what they're searching for as quickly as possible. It's why you optimize your blue widgets page for the keywords 'blue widgets' and not 'red widgets' People looking for widgets that are blue want to be taken directly to a page about blue widgets. It seems obvious, but many people still miss this concept. You might be thinking of course you would never direct someone searching for blue widgets to your red widgets page, but would you try to optimize your home page to get blue widgets traffic? Not all seo takes place on the home page and if done right most of your traffic will probably come into your site through deeper pages.

Keyword Thoughts

One of the things I didn't mention about keywords is that you want to learn how your potential customers talk about your topic. Do they refer to 'auto parts' or 'car parts' or both. If they search for car parts and all of your pages are optimized for auto parts then they're more than likely visiting another site. Often people inside an industry refer to things in one way while customers will refer to it in another way. Who are you trying to get to your site though? Probably your customers so you want to optimize for the keywords they'll use and not the ones you think they should use.

The best way to find out how your customers might search for you is to ask them, but since you can't always do that there are some other ways you can learn their language. Visiting forums is a great way to communicate with potential customers and clients. The words they use in posts will tell you a lot about how they talk about your products and services and industry in general. Don't always assume they use the same language to describe things as you do. You might know I need a new rotor assembly for my alternator. I just know my car won't start. Learn to talk the language of your customers and optimize your pages for them.

SEO As Part Of Your Overall Marketing

Remember that seo is only one part of marketing. It can be a very good source of marketing, but it's still only one part. Don't get misled into thinking all you need to do is optimize your site to have a successful business. There are many other ways to bring traffic to your site and revenue to your business. Pay per click (PPC) advertising is one way to generate site traffic. So are more traditional marketing techniques like newspaper and magazine advertising, phone book listings, business cards and flyers, and networking and word of mouth.

There seems to be a myth that if you have a website you only need to focus on seo to achieve success. I think it's due to the thought that search engine traffic is free. It's only free in the sense that you're not paying for any specific visitor that finds their way to your site through a search. The time involved to get your site optimized so they did find you can still be a pretty big cost.

Hiring A Professional Or Do It Yourself?

Since it does take time to optimize your site and pages hiring someone else to do it may be a consideration. It's true it will cost less to do it yourself until you consider the opportunity cost of having spent all the time that you might have spent on another part of your business. It's certainly up to you which avenue you pursue. but it's something that should be considered. Doing it yourself can be a great approach, but be aware of the time needed to seo your site. Again it's not a quick thing. It takes time and is really never ending.

If you do decide to hire a professional spend some time researching seo companies. Not all are created equal. The cheapest won't be the best and there are many seo professionals who are just as apt to take your money as they are to help you. Talk to them. Ask questions and learn what kind of methods they use. It will still be a good idea for you to learn what you can on your own so you can make a more informed decision about who to hire. Remember there are no guarantees in this business so while a company promising to have your site #1 in a few weeks sounds great, it's not realistic. Most of the best seo companies won't even take you as a client unless you've already done some seo yourself.

SEO Metrics

Just as important as optimizing your site and pages is measuring your results. If you truly want to improve your search presence you should have some kind of metrics package that will measure and give reports on what's going on with your site. It's a subject beyond this seo basics tutorial, but something that should be mentioned. Chances are your web hosting plan comes with some form of statistics package and if it doesn't look for a host plan that does. There are many free and pay metrics applications to measure many things about your site and your visitors.

Use what you learn from your metrics to re-evaluate your seo efforts and make changes. You may not have optimized pages for certain keywords only to find that the few visitors you get for those keywords are converting into paying customers in large percentages. Knowing that it only makes sense to focus seo efforts on that keyword phrase and maybe spend a little less time on keywords that bring traffic, but little revenue.

Where To Go Next

As I mentioned at the start hopefully this seo basics tutorial has given you a solid foundation and plenty to think about when it comes to optimizing your site. It isn't the end all and be all of seo however and there's much more to learn about the details and seo in general. So where should you look next to gain more knowledge?

The world of seo quickly changes as search engines update their algorithms and techniques that work one day often have little effect the next. I've found the best place to learn about seo is forums since they generally contain up to the minute information. The trick with forums though is sorting through the misinformation. Many people will claim to be seo experts while giving out poor advice. Before jumping on some the suggestions to seo your site spend some time reading through the forums and learning who some of the members are. Many are the major players in the industry and once you can determine who are the true seo masters you'll get a better handle on who's advice you want to follow.

Some of the better seo forums I've come across are:

Search Engine Watch

WebProWorld

High Rankings

Digital Point

There are many more quality forums you can go through and if you read through any of the ones I listed you're sure to find links to many of them. These four are just a sampling which should provide a varied viewpoint.

One last reminder. Please don't look for any magic formulas when it comes to seo and remember that it's people first and search engines second. SEO comes down to a lot of hard work and your seo learning and

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