Jan 1, Chapter Ten-Plus Useful Tools for Search Engine Optimization. Although most major search engines now index PDF files, some sys. Search Engine Optimization (SEO) is a strange business. It's full of conjecture, misinformation, and snake oil. SEO businesses are 80 percent scam, so if you hire. Each stop is a unique document (usually a web page, but sometimes a PDF, JPG , or other file). popularity that the process of SEO is meant to influence.

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understanding the basics of search engine optimization. 2. Feel Free to Share. Introduction to SEO. What is search engine optimization? It's a question that is. SEO Made Simple | 3. The Wordtracker Academy. Free articles, case studies, tips and tricks to help you grow your online business through effective keyword. Results 1 - 10 Search Engine Optimization FOR DUMmIES 2ND by Peter Kent ‰ EDITION Search Engine Optimization For Dummies®, 2nd Edition Published by.

Google uses a complicated algorithm called PageRank to figure out the value of your page; you can see an indication of the general range in which your PageRank lies using the Google toolbar.

Even links inside your own site tell search engines what the pages they point to are related to, so make sure you have plenty of keyworded links inside your site.

Links from related sites may be more valuable than links from non-related. The idea is that search engines trust pages that are linked to from trusted sites.

Thus links from newspapers, government sites, educational sites, and so on can provide more value than normal. Links are not always links! The search engines gather this data from various business-record sources. But you can modify and add to the data, and in fact doing so is one of the most important things you can do to help yourself rank well in local search. In Google, click the More or Reviews links to go to the business page; then, click the Business owner?

Add as much data as possible; information about your products and services, pictures, videos, and so on. Use all the important keywords! Do the same for Bing and Yahoo! Consider also submitting to a mass-submission service, which will forward your data to scores of other local-search systems.

Keep track your reviews, and encourage your customers to submit reviews. The local-search systems often display star ratings in the search results, so having 5 stars can encourage people to click on the link to your information. In most cases these submission services are a total waste of time and money. Those are all legitimate reasons to guest post and why I still recommend it.

And two opponents can try different methods to win. SEO changes all the time. The rules are often ill-defined. Many classic link building techniques, like using scholarships to build links, can also go either way.

Some people say it still works. If often depends a lot on how you do it. Ross shows examples of this time and time again where even massive brands you visit daily, like The New York Times, have built links.

Now, it might be easy to build links in some industries, like technology or nutrition. There are thousands of blogs online that talk about this stuff daily. But what if you work for a supplement company? How are they supposed to create connections, reach out to customers, and increase revenue let alone build a few links? The same holds true in other less savory industries, like gambling for instance.

The chances of a journalist linking to your site in a flattering way are slim to none.

Law firms also find trouble with building high-quality links. His site ranks at the bottom of that example. But he points out that: He has more links to the page than the competition.

He has a higher domain authority than the competition. He has better on-page markup than the competition. What could possibly be the explanation? Google generally admits that those three indicators are the most important.

SEOs all agree on that, too. You can still game or manipulate the system to a certain degree. But I am shining a light on something you rarely hear people discuss in public: SEO is a zero-sum game.

Many of your competitors will do whatever it takes to reach the top. That displaces you, pushing you further down into obscurity. Cleaning inside your house and outside: on-page SEO vs.

They depend on other sources, such as social networks, other blogs in your industry, and the personal history of the searcher. Imagine these two scenarios: Scenario 1: Your house is super clean on the inside, but your front yard is a mess. What happens in this scenario? Well, even if you have the cleanest Mary Poppins-style house on the inside, if your garden looks like the forest from Sleeping Beauty , no one will come into your house in the first place.

What about the other way around? Scenario 2: You have neatly trimmed your lawn, but the inside of your house is a mess.

When a visitor leaves your site after viewing only one page, Google considers that a bounce. Use Data Highlighter If you want to give structured markup a try without changing the source code of your site, you can use Data Highlighter which is a free tool integrated in Search Console that supports a subset of content types.

If you'd like to get the markup code ready to copy and paste to your page, try the Markup Helper tool. Avoid: Changing the source code of your site when you are unsure about implementing markup. It also shows any errors we've detected.

Avoid: Adding markup data which is not visible to users. Creating fake reviews or adding irrelevant markups. Manage your appearance in Google Search results Correct structured data on your pages also makes your page eligible for many special features in Search results, including review stars, fancy decorated results, and more.

See the gallery of search result types that your page can be eligible for. Different content - for example, different products in a shop - as well as modified content - for example, translations or regional variations - need to use separate URLs in order to be shown in search appropriately. The hostname is where your website is hosted, commonly using the same domain name that you'd use for email.

Google differentiates between the "www" and "non-www" version for example, "www. Path, filename, and query string determine which content from your server is accessed.

The hostname and protocol are case-insensitive; upper or lower case wouldn't play a role there. A fragment in this case, " info" generally identifies which part of the page the browser scrolls to. Because the content itself is usually the same regardless of the fragment, search engines commonly ignore any fragment used.

Navigation is important for search engines The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the webmaster thinks is important. Although Google's search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site.

A Quick Look at the Search Engine Landscape

Plan your navigation based on your homepage All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page your root page to a page containing more specific content. Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?

Many breadcrumbs have the most general page usually the root page as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup 28 when showing breadcrumbs. Create a simple navigational page for users A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site.

Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors.

Best Practices Create a naturally flowing hierarchy Make it as easy as possible for users to go from general content to the more specific content they want on your site.

Practical SEO 2018 PDF Version

Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don't require an internal "search" functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content. Avoid: Creating complex webs of navigation links, for example, linking every page on your site to every other page.

Going overboard with slicing and dicing your content so that it takes twenty clicks to reach from the homepage. Use text for navigation Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site.

When using JavaScript to create a page, use "a" elements with URLs as "href" attribute values, and generate all menu items on page-load, instead of waiting for a user interaction.

Avoid: Requiring script or plugin-based event-handling for navigation Avoid: Letting your navigational page become out of date with broken links.

Who is this guide for?

Creating a navigational page that simply lists pages without organizing them, for example by subject. Show useful pages Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL.

Having a custom page 30 that kindly guides users back to a working page on your site can greatly improve a user's experience. Your page should probably have a link back to your root page and could also provide links to popular or related content on your site.

Avoid: Allowing your pages to be indexed in search engines make sure that your web server is configured to give a HTTP status code or - in the case of JavaScript-based sites - include a noindex robots meta-tag when non-existent pages are requested. Blocking pages from being crawled through the robots.

Providing only a vague message like "Not found", "", or no page at all. Using a design for your pages that isn't consistent with the rest of your site. Simple URLs convey content information Creating descriptive categories and filenames for the documents on your website not only helps you keep your site better organized, it can create easier, "friendlier" URLs for those that want to link to your content.

Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.

SEO For Dummies Cheat Sheet

URLs like the one shown in the following image can be confusing and unfriendly. If your URL is meaningful, it can be more useful and easily understandable in different contexts.

Google is good at crawling all types of URL structures, even if they're quite complex, but spending the time to make your URLs as simple as possible is a good practice. Best Practices Use words in URLs URLs with words that are relevant to your site's content and structure are friendlier for visitors navigating your site. Choosing generic page names like "page1. Using excessive keywords like "baseball-cards-baseball-cards-baseballcards.

Create a simple directory structure Use a directory structure that organizes your content well and makes it easy for visitors to know where they're at on your site. Try using your directory structure to indicate the type of content found at that URL.By using subheadings, you make your content more legible for readers that may be scanning through the document.

The local-search systems often display star ratings in the search results, so having 5 stars can encourage people to click on the link to your information. Although Google's search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site. The next two sections spell out the details. Use links wisely Write good link text Link text is the visible text inside a link.

This text tells users and Google something about the page you're linking to. Use all the important keywords! If you want a page to rank well for rodent racing, then it also needs to appear a few times throughout the body text.

Those are all legitimate reasons to guest post and why I still recommend it. Link to the Document Internally It can be difficult to include PDFs within the internal linking structure of a website.

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