Search engine optimization strategy pdf

It's no longer enough to just create relevant, compelling content and hope for the best. You need a definite strategy and stick to that strategy over time. SEO Essentials details simple techniques you can use to make your website more Google-friendly, what on-page strategies you can easily implement, how to acquire quality organic backlinks, potential problems to avoid and much more. Learn to avoid the 1 problem that plagues most online businesses—an under-performing website. The rise in online shopping has led countless entrepreneurs to jump on the e-commerce bandwagon—but despite their big dreams and hard work, most fail.

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Hundreds of proven strategic and tactics, as well as dozens of time-saving web resources, help you jumpstart the process. The authors reveal the 10 most common e-commerce mistakes and offer fail-safe strategies for avoiding them. Innovative automation strategies save you time and money and help you create new streams of passive income. Featuring current technology—including Web 2.

In minibooks that cover the entire topic, you'll discover how search engines work, how to apply effective keyword strategies, ways to use SEO to position yourself competitively, the latest on international SEO practices, and more.

If SEO makes your head spin, this no-nonsense guide makes it easier. You'll get the lowdown on how to use search engine optimization to improve the quality and volume of traffic on your website via search engine results. Cutting through technical jargon, it gets you up to speed quickly on how to use SEO to get your website in the top of the rankings, target different kinds of searches, and win more industry-specific vertical search engine results! Includes new and updated material, featuring the latest on Bing!

This is the ultimate guide to do-it-yourself search engine optimization. It clearly explains important SEO concepts, trends, and best practices before laying out a day-by-day plan for developing, managing, and measuring a successful SEO plan.

The hour-a-day approach makes what can be an overwhelming task feel approachable — perfect for overworked marketers, PR pros, small-business owners, and professionals throughout an organization tasked with driving targeted traffic to a web site.

Are you tired of search engine optimization SEO books that teach you nothing? SEO explained in simple language, beginner to advanced. The inner workings of Google's algorithm and how it calculates the search results. How to find "money" keywords that will send customers to your site. Sneaky tricks to get local businesses ranking high with local SEO.

How to get featured in the mainstream news, for free. Three sources to get expert SEO and Internet marketing advice worth thousands of dollars for free. A simple step-by-step checklist and video tutorials, exclusive for readers.

Now, let me tell you a few SEO marketing secrets in this book Most search engine optimization advice online is wrong! If you've browsed through search engine optimization advice online, you may have noticed two things: - Most SEO advice is outdated or just dead-wrong. Why is this so?

Google is constantly changing and evolving. Some recent changes: 1. November - Google announces the upcoming Page Experience Update, including new factors in Google's search algorithm, rolling out May May - Google makes major changes to how the search results are calculated, titled the "May Core Update".

Google releases new guidelines for site owners during the crisis. October - Google releases the groundbreaking new BERT machine learning algorithm, with Google now understanding searches almost like a human. SEO covers these latest updates to Google's algorithm and how to use them to your advantage. This book also reveals potential changes coming up in How to sidestep search engine updates and use them to rank higher.

Contrary to Internet marketing gossip, problems caused by Google updates are rarely irrecoverable, in fact, you can use them to rank higher--but you need the right knowledge. Learn powerful link building techniques experts use to get top rankings Link building is the strongest factor for ranking high in Google. Unfortunately, the most widely-used methods suck! This chapter walks you through new powerful techniques that won't get you in hot-water with Google.

Now updated with more link-building strategies, and extra tips for advanced readers. And read the special bonus chapter on pay-per-click advertising. In this special bonus chapter, learn to quickly setup pay-per-click advertising campaigns with Google Ads, and send more customers to your site overnight, literally. With this SEO book, learn SEO from a fundamental level, achieve top rankings, and generate a wave of new customers to your site.

Search Engine Visibility is about designing, writing, and creating a web site primarily for a site's visitors, and helping them find what they are searching for via the major search engines, directories, and industry-related sites. This book teaches developers, designers, programmers, and online marketers what pitfalls to avoid from the beginning so they can provide their clients with more effective site designs.

It includes up-to-date information on new developments such as blogs, video and podcasts, web applications and more. Aimed at developers, designers, programmers, and online marketers, explains how to build user-friendly and effective Web sites that attract traffic from search engines.

We saw that evolution begin in , when Google first began its release of the now-infamous algorithm adjustments. It started with Google Panda in February of that same year, which aided in killing off low-quality content that didn't abide by Google's Webmaster Guidelines.

But it didn't end there The next few years saw the release of more algorithm adjustments. There was the Google Penguin that began in April of , then it was the emergence of Exact-Match Domains, then it was Google's Hummingbird and newly-refined semantic searches. Why is all of this important? Well, was a monumental year in the SEO field. We saw significant shifts occurring in online search due to the changed landscape of Google's algorithms.

These shifts completely decimated the old playing field. Without understanding what's happened in the past, it's impossible to gain perspective on what's occurring in the present, why it's occurring, and just where we're heading in the future when it comes to Search Engine Optimization.

In , this is even more important now than ever. But, this book really does do just that. It's been reviewed by some of the top reviewers on Amazon, including the 1 reviewer who said it was a "great overview of SEO practices. Most people simply don't have outlandish marketing budgets to throw away on their businesses.

After you purchase this book, you too will uncover some of the secrets implemented by the best SEO specialists in the field. So, hurry, up and get started now. Not only will you uncover just how far the field has come over the years, but also understand what it takes to rank, today, right now, using tried and true methods in SEO.

Here's just what you'll uncover in this all-important SEO guide: The history of search engine optimization. You'll get an overview of Google's algorithm adjustments such as the Panda, the Penguin, and EMD, and understand how those changes are impacting searches in Important techniques for researching keywords, purchasing aged domains for instant online credibility, and peering into Google's search results with x-ray vision to see just how and why certain results are ranking higher and lower than others.

Strategies to consider when conducting optimization on the content of your site, including things like keyword density, word-length requirements, sectioning of content, image naming, and so on. An overview of the value-added approach in content creation and the importance of content marketing for any SEO approach on the Web today.

You'll be happy you did. Detailed, practical guide to increasing your Web traffic through better search results Wonder how some companies pop up high in search engine rankings?

It's all about search appeal. Master the strategies, techniques, and shortcuts in this detailed guide and you can improve your Web site's search rankings and drive the targeted traffic you want to your virtual door. Marketing Through Search Optimization, Second Edition, is the step-by-step marketer's guide to improving your web ranking in search engines and getting your site listed effectively in online directories.

Search engine placement has become a key task for those engaged in website marketing because good positioning in search engines and directories dramatically increases visitor traffic.

Optimizing search engine ranking will be the most important and cost-effective way of marketing your website, and customers use search engines more than any other method to locate websites.

Other approaches are keyword discovery, crawling, on-page and off-page optimisation and different Google tools Sinha et al. Google provides some analytical tools in order to support implementation of framework, such as Google Analytics, Google webmaster, Google Keywords and Google Insight Search.

By using this tool, website developer can see and analyse the traffic data of the website in real time. Google has prepared the tracking code that can be embedded to the website that will use it. These keywords are useful in determining the popular and important content in the website. Google webmaster helps web owners to diagnose any faults on their website. Google will give suggestions to the existing problem by giving the proposed solutions for improvement.

Google webmaster also provides information to the Google page and the latest website update. Instead, it is also claimed that Google webmaster will increase the index search on the Google search engine.

A study of impact of search engine optimisation Google Keywords tool provides statistical data about keywords which are most frequently searched by the visitors. This information is very important to help determining appropriate keywords for a website.

By having popular keywords, it is expected that it will increase number of visits to the website. Thus, this is one of core Google SEO tools.

In addition to the above tools, Google also provides a knowledge-capturing tool, named Google Insight tool. This tool gives an idea about the kind of search trends around the world. These tools provide data in accordance with terms time and territory that is often sought by users of the Google search engine.

Social media allows intensive interaction between its users. Users may exchange ideas, express opinions, inform others about certain products they like, etc. Social media has become an important part of the internet. One of the prime examples of social media is Facebook. According to the Institute for Information Industry and e- Marketer, Facebook is one of the most sought-after and used website by companies. Its active members jumped from 50 million users in to million users in Facebook, , which was a significant improvement in the four year time span.

Statistics also show that people spend over billion minutes per month on Facebook. The presence of social media that allows us to reach larger customer base led to the birth of a new marketing strategy named the social marketing. Various companies, such as Nike and Amazon, exploit social media to interact with their customers Dumon, Moreover, social media are often used by fans, individuals, and companies as a medium to interact Boyd and Ellison, Study from Nguyen and Hoang reported that utilising social media and social network can increase traffic significantly.

Nguyen and Hoang showed that these social media can give a contribution on SEO. We tested the impact of SEO and social network to our publisher websites. It is expected that the more popular the publisher website, which is indicated by number of traffics, the possibility of customers to buy the products will be higher. In order to see the impact of both SEO tools and social network websites to the web visit, we develop three websites.

These websites provide information about particular products which are derived from the affiliations website. The first website is a normal website without any customisation. We create this website with default setting and without embedding any codes that we expect can increase web visit. We use this website as our baseline to measure the performance of our proposed strategy. The second and third websites are the customised websites where we put some SEO tools and social network website plug-ins.

Our goal in this modification is to improve our website to be friendlier to search engine and social network. In creating the customised website, we used two configurations. In the first configuration, we optimised our customised website by helping the basic SEO tools such as Google Adwords Keywords to generate suitable keywords for particular posting. The configuration comprises the following steps: develop website infrastructure, install SEO plug-ins, post affiliation products, and keyword analysis.

We expect that later configuration will increase web visits. The following are explanation of each step. For normal website, we chose www. We developed those websites by using content management system CMS Wordpress 2. Both websites have already joined at affiliation system and been called publishers.

First step of installation is setting the permalink in order to make our website can be indexed by search engines. When a crawler accesses a website, it will try to access the robots. Figure 2 shows the configuration in robots. Figure 2 Example of robots. Robot meta tag is placed in the header of the source page. However, in our case, we do not use robot meta tag. It is easier for search engines if every image in a webpage is given description in its alt attribute.

Figure 3 is an example of using SEO image friendly. Figure 3 Example script for SEO image friendly see online version for colours 4. Once we have configured this plug-in, the search engine will index the posting according to supplied information, which include: title, description and keywords. In Wordpress, there is a feature that automatically tags an article; it is called the Auto Tagger, which is depicted in Figure 4.

Completing these steps, we have configured the basic requirement of our customised website environment. Our aim is to find the most sought after product in a given period of time. Google has developed a tool to perform such analysis, which is called the Google insight. These sought-after products are then featured in our publisher website. We use Google Adwords keywords to help us in determining keywords which are expected increasing website visibility to the search engine. For this purpose, we decided to use keywords related to the title and description of a posting.

It should be noted that these hyperlinks should connect relevant pages as search engines weeds out meaningless hyperlinks. In this study, we set up our link building between pages of the same domain, which is depicted in Figure 5.

This powerful plug-in must be used carefully as attaching more tags may mislead search engines. Ensuring the relevance of each tag to the content of an article is important. We have installed the Google Analytics in order to collect statistics that we need to analyse the performance of our configuration. Our interest is to see number of web visits in our websites as an indicator of popularity of a website.

The more popular the website, the possibility of customers to buy the products will be higher. We run our websites for four months. Based on data that we have collected, we can see some data includes web visit, origin country of the visitors, etc. Table 1 shows the number of web visit to the both websites during the four months.

Table 1 Number of visits to our websites The number of visit No. Month Customised website Normal website 1 Month I 0 0 2 Month II 0 3 Month III 86 4 Month IV 47 Total Table 1 shows that by using basic SEO and social network plug-in, tracing to our websites during four months showed that the configuration can increase number of visits to the website around six times, with average number of visit per day around 1.

Moreover, the customised website needs one month to be recognised and visited by the customers, whereas the normal website needs around two months to be visited by customers. This result confirms that the use of basic SEO and social network websites make the website to be recognised faster than the website without any customisation.

We also examine our website content ranking in the Google search engine. We found that the contents of customised website obtain higher ranking in the Google search engine than the contents of normal website. Table 2 summarises the comparison of normal website and customised website in term of the position of their contents in the Google search engine. For the sake of simplicity, we show only the comparison for the top-5 rank in the search engine. This confirms that by using appropriate keywords, our website will be more recognised by search engines.

Table 2 Number of contents in a particular rank in the search engine Number of contents in the rank Rank in search engine Normal website Customised website 1 1 2 2 3 8 3 2 6 4 7 10 5 4 14 We also recorded source of web visits for our customised website. We classify source of web visits whether it comes from search engine, social networks, and others as can be seen in Table 3.

From the table, it can be seen when we only use basic SEO, then the social networks attract more users than search engine. It seems that the basic SEO configuration cannot place our website contents to high ranking in search engine, thus customers may visit other websites with higher ranking, given keywords related to our website contents.

Social media, in other hand, is capable to inform our website in the network. Customers that may be satisfied with our website, have role in spreading our website contents in the social media. Table 3 Source of web visits of customised website No. Source Number of web visits 1 Search engine 2 Social media 3 Others Total Moreover, data from Google Analytics showed that visitors of customised website coming from 28 countries, whereas visitors of normal website coming from only 12 countries.

It confirms that incorporating social media plug-in and SEO offer wider access to customers. We traced the web traffic of both websites in the same period within seven months in the year of Table 4 shows number of web visits and clicks for both customised websites. Data from the table showed that our advanced configuration is capable to improve our basic configuration. The popular keywords tag produced from Search Term Tagging 2 plug-in indeed helps our website to be more recognised by user that try to find particular product related to product that we have posted.

In other words, the Search Term Tagging 2 plug-in is capable to improve our website ranking, thus more traffic comes to our website with order eight times more than our basic configured website. Table 4 also shows comparison of number of clicks of basic and advanced configuration.

The data was collected from Google Adsense as one of our affiliations. As we have said in the concept of publisher, we receive earning according to PPC scheme. It can be seen that advanced configuration outperforms basic configuration. This is not surprising as the more users visit a website, the more the possibility of these users to click links in the website. Thus, there is a close correlation between number of web visits and number of clicks.

Therefore it is confirmed that in order to have more earning for our publisher web, then we need to increase traffic to our website to get more clicks from users. Table 4 Comparison of number of visits and clicks between basic and advanced configured websites The number of visits The number of clicks No.

Month Advanced config. Basic config. Advanced config. In our first experiment, social media is capable to bring slightly more traffic than search engine. However, in our second experiment, search engine outperforms social media. It brings more traffic than social media with order about 90 times. In this configuration, the SEO shows its superiority over social media. One possible cause of the low incoming traffic from the social media, 45 visits per month in average, is that we only utilise a simple technique of content sharing.

Content sharing is only effective if users are already interested in a product or the products are recommended by a certain social clique. A better alternative than content sharing is needed to increase incoming web traffic through social media in the context of affiliation programs. A study of impact of search engine optimisation Table 5 Source of web visits of advanced configured website No.

Nowadays, many organisations are focusing their effort in developing attractive websites in order to increase customer intention to buy their product. Evidences from Ling and Salvendy , Kuan et al. Similarly, social media is also considered as a promising effective marketing channel Watkins et al. However, this approach only focuses on human aspects, by providing a good quality website or social media that perhaps can motivate them to buy the products or maintain the loyalty of existing customers.

How about new customers, where they are still searching for information providers about the products they want? One of the most widely used tools to find such information providers is the search engine. In the context of search engine, the communication occurs between machines to machine, by regularly crawling information from the internet to store in its database. When customers need particular information, they just need to provide keywords about the product or information they want and then search engines will help them by providing links that perhaps match with their needs.

The problem is the search engine will provide thousands websites, so it is important to have high rank in the search engine in order to increase the possibility of customers to find our websites. Among various internet marketing strategies tested in this study, one that gives the highest source of traffic is search engine. This evidence implies that in order to be successful in gaining new customers, one aspect that must be considered is to make our website easy to be recognised by search engines.

The easier our website is recognised by search engines, the more likely our website to get visitors, and the greater the opportunity to gain customers and get benefits from it.

In fact, search engine is the easiest tool to find information. This study also suggests that one strategy to make the web become friendly to search engine is to provide tags that are relevant to the content of the websites.