Search engine optimization (SEO) is the process of improving the rank of a Website or a Web page in search engines. The Websites with a high page rank appear more frequently in the search results. This will result in more traffic to the particular page. Different kinds of search, such as image search, local search, video search, etc. may be targeted by the SEO. This gives presence to a Website on the Internet.
As a marketing strategy over the Internet, the working of search engines and contents searched by the people are considered by SEO. To optimize a Website, one need to ensure the content is user friendly and relevant to his niche and also his website is compliant with W3C standards. This will increase its relevance to specific keywords and will also remove barriers to the indexing activities of search engines. Another tactic of SEO is to increase the number of back links, or inbound links.
On-page optimization is a process of increasing the popularity of a Web page over the Internet by modifying its contents. It is also termed as on-page SEO. The result may be expected in six to twelve months.
The checklist for on-page SEO is as follows:
• Always start with keyword selection, research and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
Some common mistakes that should be avoided while doing on-page optimization are as follows:
• Duplicate content
• URL variants of the same pages
• Off-site images and content on-site
• Duplicate title tags
Following on-page SEO spamming tactics should not be used and may end up getting your website permanently banned from search engines.
• Hidden text
• Hidden links
• Keyword repetition
• Mirror pages
Off-page optimization is a process of increasing the popularity of a Web page over the Internet without modifying its contents. It is also termed as off-page <a href=”>SEO. The results may be expected in one to two months (Bing) and one to nine months (Google, Yahoo).
The checklist for off-Page SEO is as follows:
• Always start with keyword research, testing and selection
• Use Keywords in link anchor text
• Obtain links from high ranking publisher sites
• Different keywords in your link-ads from the same site
• Use relevant keywords near your inbound link
• Deep linking
• Target a large list of keywords
• Link from sites with a variety of LinkRanks
• Do Article Submissions and Press Releases
• Blogging helps a lot
• Track active all keywords and refine strategy as required
• Discontinue campaigns if ranking does not improve
Some common mistakes that should be avoided while doing off-page optimization are as follows:
• Duplicate keywords in link avderts
• Site-wide links causing link growth spikes
• Using on-page SEOs to do the work of specialist off-page SEO’s
• Placing random links without keywords near your link adverts
Following off-page SEO spamming tactics should not be used:
• Link farms (sites with 100+ outbound links per page)
• Using irrelevant keywords in your link-ads
• Garbage links
• Link churning
• Hidden inbound links
A Web crawler is a computer program that is used to browse the World Wide Web in a methodical and automated manner. This process of browsing the World Wide Web is called Web crawling or spidering. Some terms used for Web crawlers are ants, automatic indexers, bots, Web spiders, Web robots, or Web scutters.
The main task of Web crawlers is to create a copy of all the visited pages for later processing by a search engine. The search engine will then index the downloaded pages to provide fast searches.
Crawlers can also be used for automating maintenance tasks on a Web site such as, checking links or validating HTML code, and to gather specific types of information from Web pages, such as harvesting e-mail addresses (usually for spam).
A Web crawler is a type of software agent. It starts with a list of URLs to visit. The list of URLs is called the seeds. As the crawler visits these URLs, it identifies all the hyperlinks in the page. It then adds them to the list of URLs to visit, called the crawl frontier. The URLs from the frontier are then recursively visited according to a set of policies.
SEO techniques are classified into two broad categories:
- White Hat SEO
White Hat SEO refers to the usage of SEO strategies, techniques and tactics that focus on creating contents for human users, not for search engines. It completely follows search engine rules and policies. Some examples of White Hat SEO techniques are: using keywords and keyword analysis, backlinking, link building to improve link popularity.
- Black Hat SEO
Black Hat SEO refers to the usage of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human user. It usually does not comply with the search engines rules and policies. Some examples of Black Hat SEO techniques are: keyword stuffing, invisible text and doorway pages.