SEO

SEO is a search engine optimization, i.e. the practice of increasing the quantity and quality of traffic to your site by using organic search results.

What happens in SEO?

To understand the true meaning of SEO, let's break down this definition and look at the different parts:

The quality of traffic. You can attract all the visitors in the world, but if they visit your website because Google tells them that you are a resource for Apple computers, even if you are actually an apple farmer, it is not quality traffic. Instead, you want to attract visitors who are really interested in the products you're offering.

The amount of transport. If you have the right people clicking on search engine results (SERP) pages, more traffic is better.

Organic results. Ads are a significant part of many SERPs. Organic traffic is any traffic that you do not have to pay for.

3 Types of SEO

The SEO page contains a link to the content of your website.

It includes strategies to optimize a single page of your website. These factors (all of which are listed in this On-Page SEO list) help search engines understand the content and realize that the site is a valuable resource that people want to find.

This type of SEO includes:

Keyword research: finding the best keywords for a content page.

Content creation: Publish high-quality content with a focus on targeted keywords

Keyword optimization: Use the target keyword in the right places and use a good SEO meta tag.

Technical SEO

Technical SEO refers to elements of your website that are not contractually linked.

It includes strategies to improve your backend structure and website basics. Technical SEO improves the readability of the site (makes it easier for search engines to browse and understand the site) and provides a good user experience that helps search engines recognize the high quality of the site. A good user experience is also important for readers and can affect overall traffic and engagement levels.

The types of SEO included in this category fall under this category:

Site Speed

Mobile friendliness

Indexing

Creep ability

Site Architecture

Structured data

Security

Off-page SEO methods help strengthen the impact and relationships of your website with other sites.

This includes strategies to build the reputation and credibility of your website. These factors help search engines understand that a website is an ideal search result because it comes from a reputable, reliable and trusted source.

Most off-site SEOs refer to high-quality backlinks. The large number of links that point to your site from the relevant authoritative sites shows search engines that your site is valuable and built.  You can get these trust signals through various link building tactics and guest messages.

SEO techniques

SEO technologies are divided into two broad categories:

White Hat SEO - techniques recommended by search engines as part of good design.

Black Hat SEO - methods that are not approved by search engines and try to minimize the impact. These methods are also known as spamdexing.

White Hat SEO

The SEO tactic is considered a white hat if it has the following characteristics:

It meets the requirements of search engines.

This has nothing to do with deception.

It ensures that the content that the search engine indexes and then ranks is the same content that the user sees.

It ensures that the content of the web page was created for users, not just search engines.

This ensures that the web pages are of good quality.

It ensures that useful content is available on web pages.

Always follow the white hat SEO tactics and do not try to deceive your website visitors. Be honest, and you will definitely get more.

Black Hat or Spamdexing

SEO tactics are considered black hat or spamming if they have the following characteristics:

Attempts to improve ratings that are not approved by search engines and/or involve deception.

Redirecting users from a site built for search engines to a site that is more human-friendly.

Redirecting users to a page that is different from the page ranked by the search engine.

Working with one version of the page for search engine spiders/bots and another version for human visitors. This is called SEO disguise tactics.

Using hidden or invisible text or with the background color of the page, using tiny font size or hiding it in HTML code, for example, in sections "without frames".

Repeating keywords in meta tags and using keywords not related to the content of the site. This is called filling in the meta tags.

It is calculated to place keywords inside the page to increase the number, diversity and density of keywords on the page. This is called keyword stuffing.

Creating low-quality web pages that contain very little content, but instead are filled with very similar keywords and phrases. These pages are called the pages of the doorway or gateway.

Mirroring sites by placing multiple sites - all with conceptually similar content, but with different URLs.

Creating an unauthorized copy of a popular site that mirrors the content of web crawlers similar to the original, but redirects web surfers to unlinked or malicious sites. This is called page hijacking.

Always stay away from any of the above Black Hat tactics to increase the rank of your site. Search engines are smart enough to recognize all of the above features of your site, and you will end up with nothing.

SEO keyword

A keyword is a term that corresponds to a query that a person enters into a search engine to find specific information. Most people enter search terms that consist of two to five words. Such phrases can be called search phrases, keyword phrases, query phrases, or simply keywords. Good key phrases are specific and descriptive.

The following keyword related concepts will help you optimize keywords on your web page.

Frequency of keywords

Calculates how often the keyword appears in the name or description of the site. However, you do not want to overdo it with frequency, because in some engines, if you repeat the word too many times, you will be fined for "spam" or stuffing keywords.

In general, however, you should repeat the keyword in the document as often as possible and up to 3-7 times in the meta tag list.

Weight of keyword

This refers to the number of keywords that appear on your site compared to the total number of words that appear on the same page. Some search engines take this into account when determining the rank of your site to search for a specific keyword.

One method, which often works well, is to create several small pages, usually just one paragraph long, which highlights a certain keyword. By reducing the total number of words to a minimum, you can increase the "weight" of the keyword that you emphasize.

Closeness to the keyword

This involves placing keywords on a web page in relation to each other or in some cases in relation to other words with similar meaning to the keyword sought.

For search engines that rank keyword matches based on keyword proximity, the corresponding phrase "home credits" will take precedence over the quote that mentions home mortgages, assuming that you are only looking for the phrase "home credits".

Keyword celebrity

This is an indicator of how early or high keywords are encountered on the page. Keywords are best used in the first heading and first paragraph (first 20 words or so) on the page.

Placement of keywords

Where your keywords are placed on the page, it is very important. In most search engines, for example, the placement of keywords in the title of the page or in the title tags gives the page more relevance. In some search engines, placing keywords in the text of the link, the part that is emphasized on the screen in the browser, can make these words more relevant.

The best places to enter keywords

Here is a list of places where you should try to use the most important keywords.

Keywords in the <title> tag.

Keywords in <meta name="description">.

Keywords in <meta name="keyword">.

Keywords in <h1> or other header tags.

Keywords in <a href="http://yourcompany.com">keywords</a>.

Keywords in the Bodycopy.

Keywords in alto tags.

Keywords in the comment tags <!-- insert comments here>.

Keywords in URL or website address.

Find keywords

There are many different ways to find keywords for your site. Some good ideas on keywords:

Potential words that people will use to find your product or service.

Problems that your potential customers may try to solve with your product or service.

Keyword tags on competitor sites.

Visible copy of the page on competitor sites.

Relevant search suggestions on major search engines.

Using online tools such as Google Keyword Tool.

Thoroughly analyze your site and find the right keywords. This task can be performed by experienced SEO copywriters.

You can brainstorm to find the right keywords for your site.

What is Word-Stemming?

Google uses Word Stemming, which returns all forms of a word - singular, plural, verb form and similar words - for a given search query.

So if someone enters "house plans", not only the pages optimized for that phrase will be returned, but also pages containing all variations of that phrase. For example, "house plan", "layout of the house", "home planner".

I hope that you understand the keywords, and also know how to identify them and where to use them. The next chapter will explain how you can optimize the meta tags to achieve better results.

SEO Metatags

There are two important meta-tags:

Meta description tags

Keyword meta tags

Some search engines may display a meta description as part of search results, but meta keyword tags should not appear in search results.

It is the general opinion of SEO experts that meta tags are dead. However, many of these experts still use meta tags on their websites.

For Google, adding a description meta tag does not increase the number of search result pages (SERP), but the description can be used to describe your Google SERP records.

Tips for the meta tag description

Use keywords in the meta description tag.

Try not to repeat words too often, but try to use multiple syntaxes of your keywords.

The meta description tag for a single web page should not contain more than 150 characters.

Use your own Meta tag for each page, as each page is different and is more likely to be found if you put a good title and description on it.

Tips for meth keyword tags

Please read the previous chapter to identify good keywords. Use the following tips to prepare good keyword meta tags.

Use synonyms.

Use unique keywords.

Do not repeat a specific phrase.

You can repeat a word as many times as you want, provided that it is part of the same phrase each time.

SEO link creation

Link building is a SEO practice of getting links from external sites to your own sites in order to improve both direct referrals (i.e. people who click on links) and search engine rankings. Link building is about improving the popularity of your website.

A crawler site always goes to a site whose search engine rating is high. You can check this fact by placing your site on a site with a high rating. If a link to your site is available on a high level site, you have a 99.99% chance that your site will be indexed within 24 hours.

How do I increase the popularity of my link

There are several ways to increase the popularity of links to your website. You can follow the tips below, which are easy to implement.

Manually submit your site to popular search engines. Do not send your site automatically.

Send your site to an Open Directory of projects such as dmog.org, yahoo.com. Getting into these directories increases the popularity of links and improves your ranking in other search engines.

Provide high-quality content so that everyone can naturally link to your site if you offer what they want, which is not available elsewhere.

Use your personal relationship with other webmasters. Place a link to your site on their sites. One way links are often considered more than reciprocal.

Take part in link exchange programs. Find the top 20 sites that are in the same business and contact them for mutual links. Link exchanges between unlinked sites can affect the ranking of sites in a search engine.

If you are subscribed to a forum and there are no restrictions on keeping a link to your site as a signature, this can help you increase the popularity of your site.

Send your site to bookmark sites such as DIGG and Slashdot. Please read their spamming rules before submitting.

Write good blog posts and include some links in this article.

Keep providing good content to your site visitors. Try to keep them occupied on your site. Create forums, newsletters, blogs etc. where possible.

There are other options, but you will have to spend a few dollars to choose these.

Buy a place on a high ranked website where you can post your link.

Subscribe to the AdWords program from Google to get traffic to your site.

You can choose alternative advertising options to increase the number of visits on your site, which can increase the popularity of the link to your site.

SEO content 

The content consists mainly of what you see on the site: text, graphics and even links to other sites. You should not use excessive graphics, as they are not search engine friendly, and heavy graphics usually annoy users when they download, especially on a slow network.

There are thousands of articles, books and forum posts about how to make your site search engine friendly, but in the end one rule prevails over the other: Unique, high-quality, unduplicated content is royal.

The higher the quality of your content, the higher the rating you achieve, the more traffic you attract, and the more popular your site is. Search engines prefer high quality sites in their index and search results.

Up-to-date, fresh and relevant content is crucial to attract visitors to your website. This will help you both get traffic from search engines and win the loyalty of your audience.

Unique, high quality content

When people visit the website to get information, they want your unique presentation on the topic. How is your material or content unique? Is this uniqueness obvious and easy to find and understand? Visitors need unique, high-quality content on the website. This is not only about the content of your home page, but also about the fact that all linked pages have useful and understandable content.

Today search engines have become very smart and are able to understand full grammar and full sentences. Therefore, when ranking a page in relation to others, it is important to know what content is available on the page.

Pages with duplicated, syndicated or free content are marked with red flags by search engines.

Writing SEO content (Copy Writing)

SEO content writing (also known as SEO copying) involves the process of integrating keywords and informative phrases that make up the actual content of your website.

When writing the content of your site, the following tips will help you remember it better than others.

The content should be targeted to the specified target audience.

The density of keywords is strictly observed in accordance with the guidelines for search engines.

Names should always be attractive, encourage visitors to read and be interested in what you offer on your site.

Do not use confusing, ambiguous and complex language. Use small statements to make your content more understandable.

Keep your web pages short.

Organize and distribute content on your web pages.

Also divide the content on your web pages into short paragraphs.

Other benefits of great content

It's not just SEO you need to think about. Many factors contribute to the popularity of your website.

If your site has something really unique, people like to offer it to their friends.

Other webmasters like to create links to your site on their sites.

Visitors to your site begin to trust your site and look forward to the next content update and keep coming back.

Even though you are on the search engine list, Aber-Netz surfer clicks only on the page whose content looks more unique and interesting.

Conclusion

Creating, editing and promoting unique, high-quality content is a complex and time-consuming task. But in the end, the golden rule of SEO is that content is king. This is not due to the search engine, but to the visitors of your site. A page read by people is better than a page read by bots.

So write your content after serious thought. Keep your title, your keywords, link text, your meta tags relevant, unique and interesting.

SEO-optimization of the name

The HTML TITLE tag is inserted into the head tag. The page title (not to be confused with the page title) is what is displayed in the title bar of the browser window, and also what is displayed when you make a bookmark or add a page to favorites in your browser.

This is the only place on a web page where your keywords MUST be present. The correct use of keywords in the title of every page on your website is essential for Google - especially the home page. If you do not do anything else to optimize your site, do not forget to do it!

Here are some considerations when developing the title of your site:

The name should not consist of more than 9 words or 60 characters.

Use keywords at the beginning of the title.

Do not include the name of your company in the title, unless your company name is not very well known.

Inappropriate or non-existent use of headers on web pages does not allow more sites to get to the top of Google's list than any other factor, except perhaps lack of relevant content on the page or lack of quality links from other sites that link to your site.

Best Practices for Title Creation

Here are some best practices that you should follow when creating page headers.

Each page should have a unique title.

If possible, try to include a phrase about the primary keyword in each title on each page.

Start the home page title with the main keyword phrase followed by the best secondary keyword phrases.

Use more specific variations of your primary keyword on pages dedicated to a particular product, service or content.

If you need to specify your company name, place it at the end of the name.

Use a better form, plural or singular, for your keywords, based on what WordTracker says they are most often looking for.

Do not overdo it - do not repeat your keywords more than 2-3 times in the title.

Make sure the <title> tag is the first element in the <head> section of your page - this makes it easier for Google to find the page.

Optimization efficiency

Professional SEO professionals track everything from ratings and conversions to lost links and much more to prove the value of SEO. Measuring the impact of your work and continuous improvement is critical to your SEO success, customer retention and perceived value.

Tips for setting goals

Measurable: If you can't track it, you can't improve it.

Be specific: Do not let the vague marketing jargon of the industry blurt your goals.

Report your goals: Research has shown that by recording and sharing your goals with others, you increase your chances of achieving them.

Exhibitions

Once you have set your main goal, evaluate what additional metrics can help your site achieve its ultimate goal. Measuring additional (applicable) benchmarks will help you get a more complete picture of the current status and progress of your site.

engagement metrics

How do people behave when they visit your site? That's the question the engagement metrics are trying to answer. Some of the most popular metrics to measure people's engagement in your content include

Speed of conversion

Number of transformations (for one desired action/assignment) divided by the number of individual visits. One conversion course can be applied to everything from email registration to purchase and account creation. Knowing the conversion rate can help you determine the return on investment (ROI) that your website traffic can provide.

Time spent on your site

How long have people been on your side? If you have a 2,000-word blog post where visitors spend an average of only 10 seconds, the chances of that content being consumed are slim (unless it's a mega-speed reader). However, if the URL has a low saving time on the page, it is not necessarily a bad thing. Consider the intent of the page. For example, it is normal for Contact pages to have a low average page length.

Pages per visit

Was the goal of your site to keep your readers informed and lead them to the next step? If so, then pages per visit can be a valuable measure of engagement. If the purpose of your site does not depend on other pages of your site (for example: visitors came, got what they need, and then left again), the low pages for one visit - this is normal.

Number of refusals

Rejected" sessions indicate that the searcher has visited and left the site without further search on your site. Many people try to lower this indicator because they think it is tied to the quality of the site, but in fact it says very little about user experience. We've seen cases where bounce rates have increased on recycled restaurant sites that work better than ever. Further research has shown that people simply came to find hours of work, menus or addresses, and then bailed out with the intention of visiting the restaurant in person. The best metric for assessing page/page quality is scrolling depth.

Scroll depth

This measures how far visitors scroll down individual web pages. Do visitors access your important content? If not, test different ways to offer the most important content later on your site, such as multimedia, contact forms, etc. Also consider the quality of your content. Are you missing unnecessary words? Is it tempting for a visitor to continue on the page? You can set up depth tracking on Google Analytics.

In Google Analytics, you can set goals to measure how well your website is achieving its goals. If your goal on a page is to fill out a form, you can set this as your goal. If your website visitors accomplish this task, you can see it in their reports.

Search traffic

Rating is a valuable indicator of SEO, but measuring the organic performance of your website cannot stop there. The purpose of appearance in a search should be selected by search engines in response to your query. If you have a rating, but you do not receive traffic, you have a problem.

But how can you tell how much traffic your site receives from searches? One of the most accurate ways to do this is with Google Analytics.

Using Google Analytics to determine traffic

Google Analytics (GA) bursts at data seams - so much so that it can be stunning not knowing where to look. This is not an exhaustive list, but a general guide to some traffic data that you can collect with this free tool.

Isolated Organic Traffic

With GA, you can display traffic to your site through channels. This removes any fears caused by switching to another channel (e.g.: the total traffic was reduced because the paid campaign was stopped, but the organic traffic remained the same).

Traffic to your site over time

GA allows you to view the total number of sessions/users/views of your site pages within a given date range and compare two separate areas.

How many visits did a particular page receive?

Reports on website content in GA are excellent for evaluating the performance of a particular page - for example, how many unique visitors it received within a given date range.

Traffic from a particular campaign

You can use UTM codes (UTM = urchin tracking module) for better distribution. Identify the source, medium and campaign, and then attach the codes to the end of your URLs. When people start clicking on your UTM code links, this data will be included in the "Campaigns" GA report.

Click Frequency (CTR)

Your CTR from search results to a specific page (i.e. the percentage of people who clicked on your page from search results) can tell you how well you have optimized your page title and meta description. This data can be found in the Google search console, a free Google tool.

Google Tag Manager is also a free tool that allows you to manage and deploy tracking pixels on your website without having to change the code. This makes it much easier to track specific triggers or actions on your website.

Additional general SEO indicators

Blast Furnace and Side Organ (DA/PA)

Moz's proprietary authority metrics provide meaningful insight at a glance and are best used as benchmarks against the domain and authority of your competitors' websites.

Keyword Rating

Ranking the site by desired keywords. This should include data about the SERP function, such as fragments of the function and fields "People also ask", for which you rank. Try to avoid vanity metrics, such as competitive keyword rankings, which are desirable but often too vague and not convertible, as well as longer-term keywords.

Number of backlinks

The total number of links that point to your site, or the number of unique root domains (i.e., one per unique site, because sites often link to other sites more than once) Although these are common link metrics, we recommend that you carefully review the quality of backlinks and root domain bindings available on your site.

How can you track these metrics

There are many different tools that you can use to track your site's position in SERPs, site status, SERP functions and link metrics such as Moz Pro and STAT.

Moz and STAT APIs (among other tools) can also be displayed in Google Sheets or other customizable client platforms and can quickly check SEO at a glance. In this way, you can also provide sophisticated views only for the metrics you are interested in.

Site Health Assessment with SEO Site Audit

If you understand certain aspects of your site - its current position in the search, the way it interacts with search engines, its performance, the quality of its content, its overall structure, etc. - you can better reveal opportunities for SEO. Using search engine tools can help reveal these opportunities and potential problems:

Google Search Console - If you haven't already done so, register a free Google Search Console (GSC) account and browse your website(s). GSC is full of actionable reports that you can use to identify website bugs, features and retain users.

Bing Webmaster Tools - Bing Webmaster Tools have similar functionality to the GSC. Among other things, it shows you how your website works in Bing and what improvements you can make.

Lighthouse Audit - Google's automated tool for measuring website performance, availability, advanced web applications and more. This data enhances your understanding of your website's performance. Get a concrete idea of the speed and availability of the website.

PageSpeed Insights - provides information about website performance using Lighthouse and Chrome website experience data obtained from real user measurements (RUM), if any.

Structured Data Test Tool - Checks whether a website uses the schema markup (structured data) correctly.

Mobile Test - Evaluates how easily a user can navigate through your website on a mobile device.

Web.dev - Gives an idea of how the website is improving with Lighthouse and provides the ability to track progress over time.

Tools for web developers and SEO - Google often provides new tools for both web developers and SEO, so keep track of all new releases here.

Although we do not have the space to cover all the SEO audit checks you should complete in this guide, we offer an in-depth technical course on SEO site auditing for more information. When auditing your website, you should keep in mind the following:

Crawl to 

Your main web pages be viewed by search engines, or did you accidentally block Googlebot or Bingbot via robots.txt Is there an accurate sitemap.xml file that can be used to redirect the sliders to your main pages?

Indexed pages

Can your main pages be found using Google? You can answer this question by registering with Google at:yoursite.com OR at:yoursite.com/ specific page. If you find that some pages are missing, check that the tag meta-robots=noindex does not exclude pages that should be indexed and found in search results.

Page Titles and Meta Descriptions

Can your headlines and meta descriptions summarize the content of each page well? How are your CTRs in search results according to the Google search console? Are they written in a way that causes search engines to click on your result above other URLs in the ranking? Which pages can be improved? Crawling around is important to identify SEO capabilities on the page and technical capabilities.

Quality of content