What is search Engine Optimization and Why it necessary

WHAT IS SEARCH ENGINE OPTIMIZATION

The two main SEO strategies are called On-Site SEO and Off-Site SEO. On-site SEO has to do with title tags, meta tags, friendly URLs, and internal linking structure – all in conjunction with quality content.

Off-site SEO is more about link building, viral campaigns, info graphics, and even social media marketing.
I talk with clients a lot about on-site SEO in consultations so I thought I’d write out a few of the basics to use as a checklist. In the Search Engine Optimization world, there are many different opinions on what’s the “right way”. 
On-site search engine optimization  what we do on our site to make it search engine friendly, is only a part of getting the right traffic to your site. But if you do it correctly, it can really help you get out of the Google “sand box”.

The Importance of On-Site SEO

On-site SEO should be your primary focus. A well-optimised site will load quickly; it has content that makes it easy for visitors (as well as search engines) to understand what the site is about. Both visitors and search engines will be able to navigate through it easily, find what they want, and not get lost or reach a dead end. On-page is the most important element in your SEO efforts in the beginning. A site that is not well-optimised (80%) may do okay, but then again if visitors and search engines don’t like it, you won’t get far.

The Importance of Off-Site SEO

Once your site is optimised, off-page SEO becomes 100% important. Without inbound links, a site has little to no chance of ranking in search engine results. 

First Months SEO for Website:-

On-Page Optimization:-

On-site search engine optimization involves optimizing your site for the keywords that you are trying to rank for in the SERPS.

1) Meta Tag Titles

• 6-10 words maximum
• Minimal keyword repetition
• No domain name
• Use keyword phrases that you want people to use to find you in a search engine
• Use “buyer phrases” instead of “browser phrases”
• Every page of a website can have its own unique meta tags

2) Meta Tag Descriptions

• 1-3 Sentences
• Keyword repetition recommended
• Explain what the page is about

3) Meta Tag Keywords

• 10-15 words separated by commas
• keyword repetition is okay
• make sure the words relate to the page you’re marketing

4) Image Alt Tags

• Your images should be described via ALT tags with the keywords you are targeting. The search engines cannot read images when they crawl your site and so the title tag is essential in relating your images with the keywords you are targeting.
• Image Alt Tag Example:
• <img src="http://wwww.realestate.com/californiarealestate.jpeg" alt="California Real Estate" />

3. Sitemap

• Sitemaps are essential to present the organization of your site to search engines and it allows them to find and index your internal pages. The sitemap presents the complete internal structure of your website and gives search engines instant access to all the pages within it.
• Submit your site map to Google when you submit your url from within your Google Webmaster Tools Account and also link to the sitemap from your home page as it also helps your visitors navigate.

4. Robots.txt

• This file allows for control of how the search engines crawl and index your site. For example, you do not want to index admin, scripts or theme sections of your website. Also, to avoid duplicate content issues, you want to deny the search engines access to duplicate pages within your site, like print versions of sub pages.

5. Home Page

• Domain. You don't have to have your keywords in your domain, but if you don't you will have to increase your external links by the thousands to compensate.
• Site title. You should have your website main keywords in the title of your site. For example, if the main keyword is real estate then the title can be "Real Estate World", "Real Estate Made Easy" or "Real Estate Concepts" etc. This will also greatly help when you work on your off-site Search Engine Optimization link building, because when other sites link to you they will likely use your site name in the anchor text.
• Home Page Keyword Density. You want your website's main keywords to appear at least 6 or 7 times throughout the home page. For example, in the title, headline, welcome message and footer.
• Footer Link. Link back to your home page with your main keywords in the footer, and of course the site name will always be in the footer, for example, © Real Estate Concepts.

6. Sub Pages and Content

Make sure to research the best keywords for each of you website sub-pages because you want each of your pages to rank for different keywords, not just the home page, and this way you will be all over the SERPS!

Titles of Sub-Pages. We use keywords in titles and in the sub headers within the content for new paragraphs.

Title tag attributes:

h1 - most important; 

h2 - second in importance
h3 - third in importance

Examples:
How to Buy Real Estate - Main page title (h1)
How to Buy Real Estate in Michigan - Sub header paragraph title (h2 or h3)
How to Buy Cheap Real Estate - Sub Header paragraph title (h2 or h3)

Sub-Page URL's. Sub-page url's should be the titles of the pages and without a lot of characters, the best is to use dashes between the words.

Search Engine Optimized URL:
www.realestate.com/how-to-buy-real-estate

Written Content. You must have at least four or five paragraphs of informative text on the sub-pages of your website, preferably more than 275 words, absolute minimum of 100. Content is not only crucial for search engine optimization but for your visitors as well.

Keyword Density for Content. Keyword density is crucial for search engine optimization. 5% is excellent and will not risk a spam flag. This means that if you have a content page with 500 words then 25 of them should be some variation of the keyword your are trying to rank for on that page.

Internal Link Building Within Content – We create internal link building.   

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Search Engine Optimization for Business Success.

• SEO Basics: Understanding Keywords

Once upon a time, marketers focused on strategizing which keywords to place across their web presence in order to increase their rankings in asearch engine results page (SERP).But the world of search engine optimization has been changing drastically --particularly with the constant changes Google has been making to its search algorithm over the past year. And all that emphasis you put on keyword-research and selection, in other words on-page SEO, is only worth 25% ofwhat actually impacts your spot in SERP.The only problem is, you can’t truly master the other 75% -- off-page SEOdiscussed later in this guide -- until you understand and master the basics.

• Why Do Keywords Matter?

Keywords or key phrases are simply the search terms someone types intoa search engine, such as Google or Bing, when they are looking for certaininformation. People are constantly using keywords: whether they are insearch for a specific product or just browsing to conduct personal research.

• Determine Your Keywords

Keywords are at the heart of SEO, and selecting the right ones can makeor break your SEO strategy. Compile a list of about ten keywords associatedwith your product or services. Plug these keywords into Google’s KeywordTool, and find variations that make sense for your business.

Use search volume and competition as a good measure for determing whatyou can easily attack. But never settle on a list of 10-15 keywords, as the oldways taught. Start with a small list, but continuously adapt and analyze yourchoices as your business grows and adapts.

2.  What is On-Page SEO?

In the history of search engine optimization, the rank of a piece of content insearch engine results has typically come down to two key drivers: relevancyand authority built through content on your website. When optimizing yourcontent, focus your copy on specific keywords that match what people aresearching for online.The first rule of on-page SEO is to think about what your target users mightbe searching for and make sure those keywords are on the page. Thisincreases the likelihood of reaching those users as they go to Google, Bingor other search engines.That being said, on-page SEO is basically about two things:

1. Picking the best keywords around whichto base each of your pages
2. Making it clear to search engines that yourpage revolves around those keywords

• The Core Components of On-Page SEO

1. Meta Tags

Meta tags are the official data tags for each web page that are found inbetweenthe open and closing head tags in the HTML code. The mostpopular Meta tags are the title tag, meta description, and keyword tag.These tags alert search engines with relevant information describing thecontent of the page, which helps the search engines decide if your websiteis an appropriate listing in response to a particular search query.

1. Title Tags & Meta Descriptions

Title tags and Meta descriptions are two of the most important tags when itcomes to SEO and enticing potential visitors to click through to your website.A title tag is an HTML tag which contains a sentence of text describing thecontents of its associated webpage. These tags are the first aspect of yourpage that a search engine crawler – (crawlers are what search engines useto analyze the content of a site in response to a search to then present thebest results) comes across when visiting your website, so it’s important tomake a good first impression by optimizing them with your keywords andbrand. Titles generally run about 77 characters, so make sure to easy eachcharacter wisely.Meta descriptions are what appear on SERP describing the content of thepage being linked to. While these descriptions are not used by the searchengines to determine relevance, they are used by your visitors to determinesaid relevancy and entice them to click – think about when you search! Youalmost always read the description of each link before deciding to click,right? Or at least skim. Make sure you include your keywords and the maincall-to-action right in this description.

1. Content

On-page content is a critical component of onpageSEO. Content is what the search enginecrawlers need to associate your page with aset of keywords and/or key phrases. Withoutit, crawlers are left in the dark as to what yourpage is about.When building your content, it’s important toremember to give the crawlers enough to biteinto. A hundred words typically isn’t enough copy for these crawlers to readand understand what the content is about. And this content shouldn’t bestuffed with keywords either, as some search engines (as you’ll learn in latersections) punish websites for keyword stuffing.Instead, you should write about your product or service or idea naturally, andlet your keyword variations naturally fall into place. If that doesn’t happen,go back and spring in some variations into the content so that the samemessage gets across, just optimized!

1. Localization

Where appropriate, you should add localization. This is extremely importantto businesses who offer products and services to a specific geographicregion. If you are an attorney, you’ll want to have a page of content set up foreach location you service. When building your content, you’ll want to includelocalized keywords so that the search engines know you have offices andoperate in certain locations.

Quick Action Items for Local Businesses

If you are a local business, be sure to optimize your location easily andquickly with the following tools:.

1. Google Places.
2. Bing Local.
3. Yahoo Local Listings

UNDERSTANDIING 

OFF-PAGE SEO

What is Off-Page SEO?

Off-page SEO is all about building online authority – trust and reputation – for your website.

Off-page SEO has long been defined by the quantity, quality, and relevance of links to your website that establish your SEO authority and ultimately influence your search results ranking.

Authority historically was established as other websites linked to you; building your link portfolio. The problem, however, was that authority was almost entirely defined by just links. Essentially, off-page SEO used to be a fancy word for “getting more links,” but now it should focus on earning links through multiple channels instead.

Understandably, it will require a paradigm shift to stop thinking about offpage as just link “building” and instead as link “earning.” Your site’s authority is only partly based on analysis of the sites that link to you. Off-page SEO is more than just link building (link building itself will be discussed more in the next chapter). The way you diversify authority for your website is through the conversations people are having about your brand and the references they make to it. A diversified link portfolio should look something like what I detail throughout this chapter.

Link Building

Link building is essentially the practice of building inbound links to help give your website authority. The modern efforts of “earning” links are discussed more in the next chapter.

Compelling Content

Yes, optimizing for off-page SEO is still about content marketing. After all, without content it’s hard to earn those links. The best way to earn relevant links from other sites to yours is to create unique, relevant content that

can quickly gain popularity online, particularly with your target audience. The more useful, relevant and compelling your content is, the greater the chances someone else will find that content valuable and link to it.

Your content must align with your target audience – that persona that surmises your ideal customer. Content must also be authentic and unique, and ultimately solve a problem or answer a question. That content then

also should be easily sharable which combined with solid on-page SEO best practices makes for awesome “link bait.”

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