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A complete Seo guide for all - Begginner guide - Basic Seo guide



Search Engine Optimization is the process of improving the visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).


Types of SEO

white hat search engine optimization (the 'good' kind), and
black hat (the 'not so good' kind). There are of course differing
opinions about the nature of each type of SEO. Get the information
you need to be able to tell them apart and  make an informed 
decision.




SEO Services


There are a number of SEO services which can help contribute to the improvement of the organic search engine rankings of a website. These services include, but are not limited to, on-page (or on-site) optimization, link building, search engine friendly website design and development, and search engine friendly content writing services.

Types of SEO Brief Description

As the colors of the types of search engine optimization suggest, there are stark differences in the approach and long-term results of white hat and black hat search engine optimization. Though both types of SEO have their proponents, most companies/websites with long-term, stable, and sustainable goals will tend to stay away from the dark-colored variety.

Here is a quick overview:







White Hat SEO
Black Hat SEO



Definition
White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which don't run afoul of search engine (mainly Google) guidelines.
Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are in direct conflict with search engine guidelines.


Wholesomeness Level
High
Very Low (not wholesome at all if you ask those in charge of cleaning search engine result page spam)


Techniques
Some white hat SEO techniques include: high quality content development, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content and manual research and outreach.
Some black hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden text, and hidden links.

What to Expect
Steady, gradual, but lasting growth in rankings.
Quick, unpredictable, and short-lasting growth in rankings.

The work of most search engine optimization companies, however, operate in a gray area, aptly named Gray Hat search engine optimization. Whether by design or pressure from clients to deliver results, many search engine optimization companies try to deliver solutions and results for customers by utilizing techniques which don't quite cross the line into black hat SEO, but are well outside of what would be considered white hat search engine optimization.
Gray hat search engine optimization is recognizable by 'affordable' pricing, since the search engine optimization company has to reduce cost by resorting to questionable techniques in order to deliver results, instead of highly involved campaign activities.

Search Engine Optimization (SEO) Services

There are a variety of search engine optimization services which offer solutions for a ranking issues, and deficiencies. Depending on your goals, and needs one, or a combination, of the below services may be right for your website.

Website SEO Audit


An SEO audit can come in varying levels of detail and complexity. A simple website audit can be as short as a few pages long, and would address glaring on-page issues such as missing titles, and lack of content. On the other end of the spectrum, a comprehensive website SEO audit will be comprised of dozens of pages (for most larger sites it will be over one hundred pages) and address even the tiniest of website elements which may potentially be detrimental to the ranking-ability of a website.
At the most basic level, an SEO audit should address the basics covered in our Basic SEO Tutorial. With a basic audit, a website owner should expect to receive a well thought out guide for not only fixing elements of the website which are not search engine friendly, but also guidance for going beyond addressing issues, and making marked improvements in areas of content, link development, and overall organic search strategy.
It is important to realize that even though having a search engine friendly website is the first crucial step towards attaining improved rankings, there is no guarantee that the implementation of recommendations from an SEO audit will catapult a website's rankings to the top of search engine result pages (SERPs). Search engine optimization results take time, and require diligent maintenance in order to produce reliable, and stable rankings.

On-Page SEO

On-page (sometimes called on-site) search engine optimization is the process of implementing the necessary changes as recommended by an SEO audit. These changes can be implemented by the website owner (if they have the capability) or an SEO company. On-page SEO should be part of all SEO packages, as it is the foundation up on which a successful SEO campaign must be built. On-page SEO addresses a variety of fundamental elements (as they relate to SEO) such as page titles, headings, content and content organization, and internal link structure. As mentioned in the previous section, to find a basic list of the areas that on-page optimization should cover, please refer to the WiSEO SEO Tutorial.
As with a website SEO audit, there are basic, as well as comprehensive services when it comes to on-page search engine optimization. At the most basic level, an on-page optimization campaign can be a one-time project which includes recommendations developed through an audit, and the implementation thereof. This type of on-page optimization would generally target the home page and a few other important pages on the website. More comprehensive on-page search engine optimization campaigns will use the findings of a highly-detailed website SEO audit, and monitor results to guide ongoing changes to the on-page optimization.
Even though on-page work does not need to be updated in many cases (e.g. when the site has evergreen content), it is recommended that the website and the content being published therein be audited on a regular basis to uncover potential problems which may creep up through website updates and changes.

SEO Content Development


SEO content development is the process of creating website content which can come in a variety of forms, including text (e.g. articles, whitepapers, essays, research documents, tutorials, and glossaries), infographics (information graphics), PDFs, searchable databases, web tools, and the like.
As you will note, the traditional definition of content (i.e. articles) is no longer appropriate, since content comes in many forms. It is also important to realize that depending on your niche, not every type of content would be suitable for your website.
'SEO content' is also a misnomer (it was not before); content which can impact search engine friendliness positively should be more accurately described as "high quality content", which will in turn make earning and acquiring links much easier.
When looking for content that is going to help your SEO efforts, it is crucial to look for high quality content; or more accurately, find people who are able to develop such content. Seeking out 'SEO content' can lead to content that is jammed full of keywords without much consideration for quality.
SEO content writing as a service can be useful, if shortcuts are not taken, and the content is not expected to perform magic. Well written, interesting and useful content will inevitably be found, and get attention on its own merits; however, it also helps lay the foundation for a successful link development campaign.

Link Development

Link development is one of the most controversial and often talked (written) about topics of the search engine optimization industry. Since backlinks are the most vital component of any search engine optimization campaign, and at the same time the most time consuming and consequently most expensive (assuming they are good quality links and not just random directory submissions and blog comment spam) part, inevitably, there are many service providers who offer inexpensive link building services in order to attract and impress potential clients. Such schemes include large volumes of directory submissions (e.g., 200 directory submissions per month), worthless blog and forum comment spam (e.g., 100 blog links per month), or article writing and submissions which result in extremely poor quality content published on equally low-quality article directories which contribute in no positive way to ranking improvements. So if someone is quoting you a $500 per month search engine optimization services which includes large volumes of directory submissions, blog posts, articles, blog/forum comments and so on, all you will be doing is throwing your money away. This is not to say that you can't get link-work for $500 per month; however, it won't be for a large volume of links.
Good quality link development work focuses on quality rather than quantity. A well-researched and relevant, good quality link is worth many times more than hundreds of free directory submissions.
The fundamentals of link building are, have always been and always will be, based on good quality (i.e., useful, interesting, entertaining, educational) content. Because if there is no good content on your site that people can link to, it will be very difficult to convince them to do so.

Code Optimization


Code optimization is a service you can expect at the highest levels of search engine optimization services, as it involves an overhaul of your website HTML. The optimization of your HTML can impact search engine rankings in two ways. First, it can help alleviate code-clutter, and present your content in an easy-to-understand (for machines, that is, search engine algorithms) format. Second, it can help reduce the load-time of your website pages, so that search engine spiders don't have to wait around while your page loads (because it's too long, or has too many images, etc).
A comprehensive search engine optimization campaign will have all the above elements, but it will also incorporate other important services such as keyword research, ranking reports, traffic reports, and conversion tracking.

For Whom Is SEO Suitable?

On the surface, search engine optimization is a good way of marketing a website; after all, who doesn't like free traffic. Unfortunately, that kind of approach to SEO is exactly how many individuals and companies invest thousands of dollars into SEO campaigns without useful results.


What Can SEO Accomplish?

There is a lot of misinformation about what an SEO campaign (company) can accomplish when it comes to organic search engine rankings. Here we try to dispel the myths, and give you realistic expectations of what a search engine campaign can accomplish in the short, mid and long term.

Search engine optimization is often seen as a good way to avoid spending money on advertising by attaining high rankings in the organic search engine results. Not only is this not the true purpose of search engine optimization, it can, in fact, be a dangerous way to conduct business.
Search engine optimization should never be the sole means of marketing any business, because search engine algorithms are in constant flux, and any one of (on average) daily changes can impact a website's ranking negatively, to a point where the entire business can be put in jeopardy. So organic rankings should never be the sole source of traffic for any website that is being run as a business. With that said, search engine optimization can contribute greatly to almost any online marketing campaign.
As mentioned above, search engine optimization is not suitable for those who are looking to save money by getting away from other forms of online marketing. SEO is a long-term process, especially if it is to contribute in a tangible fashion to the bottom line of an online marketing effort. It is a mid- to long-term solution which does require a significant investment of time and treasure in order to bear fruit. So if you have just started an online business (or one that has an online component) and are looking a way to jumpstart your website traffic, search engine optimization is not for you. Instead of going into cumbersome paragraphs with unnecessarily detailed examples of for whom SEO is suitable, we have created the below table to let people shopping for search engine optimization services know if they are staring into a money pit.

Is SEO Suitable for Me?
I just started a website and need quick traffic and don't have much money to invest.
No. Your effort should go into exercises which will produce short-term results for your business.
I just started a website but have an SEO budget for at least six month.
Maybe. As long as you are not looking to ranking for the most competitive keywords in your niche.
I am looking for an SEO company that can get me the same exact links that my competitor has.
No. Doing exactly what your competitor is doing will always keep you one step behind him. Even though your competition should be in your crosshairs in general, their success in rankings should not be the benchmark for yours.
I understand content is important but I like my website exactly the way it is.
No. If you are inflexible when it comes to changes to your website, the chances are that your site will not be able to improve rankings by much. If you keep doing what you have been doing in the past, you'll keep getting the same results.
I just started an auction website. I want to outrank my competitor (the leading auction site), for the word 'online auctions'.
No. Just like the corner grocery store that just opened is not going to be able to compete with the supermarket chain down the street by offering the same exact thing at higher prices, your new auction site will not be able to unseat the industry leader through the magic of SEO.
My friend just signed up for an SEO service and he is getting 500 directory submissions per month. I want that too!
No. Search engine optimization is not about volume. No matter what price your friend is paying for those directory submissions, he is overpaying. Cheap SEO is worse than no SEO.
I know I don't sell shoes, but the word 'shoes' has a very high volume of searches, so I would like to rank for that keyword.
No. Even if you did rank for shoes after spending a fortune on search engine optimization, you would still have abysmal conversions since the people who search for 'shoes' tend to be searching for...you know...shoes! (And not the blue widget you are selling that no one wants).

There is often a misunderstanding (due in no small part to SEO sales people) in what a search engine optimization campaign can realistically accomplish. As stated multiple times, elsewhere on this site, search engine optimization is not magic, nor is it an exact science where an action will have a specific and completely predictable reaction. With this in mind, no search engine optimization company can produce high rankings for its clients by simply offering directory submissions, and half-witted articles written by college dropouts who hire out their writing skill so unscrupulous SEO companies for pennies per word.
The below table will provide a means of quick reference as to what SEO can reasonably accomplish, and what it cannot.






Things SEO Can DO
Things SEO Cannot Do
Improve the search engine friendliness of your website.
Make your website irresistible to search engines so that it will rank for any keyword you desire.
Improve your website's ranking for a well-researched group of keywords over a period of months or years.
Improve your rankings for the most competitive keywords in your industry within a few weeks.
Improve your website's rankings by utilizing a well planned and executed search engine optimization campaign, which will cost more than you would have guessed.
Improve your website's rankings by using run-of-the-mill services such as free directory submissions, and "article writing", and doing it while keeping the cost no higher than your monthly budget for your morning coffee.
Leverage well written, useful, helpful, entertaining, or otherwise interesting content to mount a successful link building campaign which will result in ranking improvements.
Leverage low-quality content that your nephew "wrote" (i.e., copied and partially reworded from Wikipedia articles).
Optimize your website's textual content by incorporating a select number of keywords into the text (not keyword-stuffing), and utilizing the new text to develop an internal link structure which helps magnify the importance of those keywords for the search engines.
Optimize your website's content by using a secret keyword density (that only SEO's know) and help your site shoot up in search engine result pages for your most desirable keywords.


Thanks!


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