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The A to Z of SEO

Aa The is for A to Z ALGORITHM of Search engines use complex algorithms to determine which sites to rank. Google uses over 200 factors when ranking websites, which makes it very difficult to for anyone to second guess exactly how Google's algorithms work. SEO thomsonlocal O Direct Marketing servicos Aa Bb Cc is for is for BACKLINKS CONTENT Content is a part of a webpage that could have value to the user. Search Backlinks are links pointing to your website from other webpages. A large part of search engine ranking algorithms are attributed to link analysis. Search engines consider the quality and quantity of backlinks when ranking a site. You should aim to attract high quality links to your site to increase your chances of ranking. engines aim to match up search queries with webpages in order to give the user the best selection of results. Content plays an important role as search engines value a site's content highly when deciding its rankings. Bb Сс Dd Ee is for is for DUPLICATE CONTENT EVERGREEN CONTENT Duplicate content relates to instances where there are multiple versions of webpages existing on your website, or when large amounts of copy appears on more than one page on your website. Copy that appears on other sites is also considered duplicate content. Search engines penalise sites with large amounts of duplicate content, so it is important to ensure you are creating unique content on your webpages. Evergreen content is web content that continues to be relevant long past it's publication. This relates to content that has a long shelf life and lasting appeal, as it isn't influenced by current events or trends. Creating evergreen content around keywords related to your website is a great way of increasing your search visibility and attracting natural links. Dd Ee Ff Gg is for is for FRESH CONTENT GOOGLE PLACES Search engines love new content. Fresh content often has a better chance of ranking higher if it deals with trending topics or breaking news as search engines want to return the most relevant content. Updating pages with outdated information can help keep your content relevant to users, which will increase your chances of ranking. Establishing local online presence is a great way to grow your business as local listings are often given high priority on search engine results pages (SERPS). Adding your business to Google Places will increase your chances of ranking on Google searches related to your business and location. Ff Gg Hh li is for is for HTML INDEXING HTML (Hyper Text Markup Language) is the language in which web pages are created. HTML is used to add formatting and functionality to web pages. HTML formatting helps inform search engine crawlers what the Search engines use crawlers to navigate web documents in order to gather information. Indexing is the processing of the information from its crawling activities. In order for your site to rank, your webpage will need to have been indexed. Google Webmaster Tools has a feature called 'index status' which will give you an idea of how many pages Google is choosing to index. webpage is about. Hh li Jj Kk is for is for JAVASCRIPT KEYWORD RESEARCH Keyword research is the process of identifying words or phrases that a user enters into a search engine. This research should form the basis of your keyword targeting for your site. Keywords should relate to the products and services you offer and the content on your webpages. The main objective is attracting the right kind of visitors to your site and keyword research will help you find the best opportunities. In the past SEO has warned against sites relying heavily on JavaScript as it inhibited search engines from indexing content contained within the code. That view has changed over time. If implemented correctly, JavaScript can be read by search engines. You shouldn't shy away from using it, if you feel it is necessary for your website. Jj Kk LI Mm is for is for LONG TAIL KEYWORDS META TAGS Long tail keywords are search queries that contain 3 or more words, which traditionally have lower search volumes. An example of a long tail keyword would be 'recipes for making pancakes'; the equivalent short tail keyword would be 'pancake recipes'. Less frequent keyword searches make up the majority of search engine queries, with most sites getting the majority of their search traffic from long tail keywords. Meta tags are HTML tags which appear in SERPS but are not visible on a webpage. The most commonly used meta tags for SEO are 'title tags' and 'meta descriptions'. Adding relevant keywords within your title tags can improve your chances of ranking for those keywords. Meta descriptions have no influence over search rankings, however they play an important role in influencing users to click through to your site within SERPS. LI Mm Nn Oo is for is for OVER OPTIMISATION NOFOLLOW Nofollow is a command which instructs search engines to not follow any links on a page, or not follow a specific link. This means the link is unable to pass on any authority that would help the linked page rank. While individual nofollow links won't help your search rankings, having a good proportion of nofollow links will help your link profile seem natural, which does help rankings. Over-optimisation can refer to the content on your webpage, or the backlinks pointing to your site. A common form of over-optimisation is loading a webpage with keywords in an attempt to manipulate rankings. Over-optimised backlinks refers to an unnatural number of links with keyword optimised anchor texts. In both cases search engines can place penalties on sites or even ban them from appearing in SERPS. Nn Oo Pp Qq is for is for PENALTIES QUERIES Googles places penalties on websites they deem to be in violation of their guidelines. Sites hit by penalties will often see their rankings slip or their site removed from SERPS. Penalties can either be algorithmic or manual. Algorithmic penalties occur when Google releases an update to its algorithm that attempts to tackle web spam. On occasion Google will hand out manual penalties for sites that they believe are deliberately trying to manipulate search results. A query is the exact search phrase that a user enters within a search engine. Your keyword research should give you a good indication of the types of queries your customers are using. You can also look in Google Analytics to see the exact queries that visitors have used when entering your site from search engines. Pp Qq Rr Ss is for is for SOCIAL SIGNALS RICH SNIPPETS Rich snippets are enhanced search results that are created by adding microdata to your webpage. Microdata is a type of formatting that summarises the content of a webpage to search engines. Rich snippets help your webpage stand out in SERPS and can substantially increase the number of people clicking on your search result. There is some debate over whether Google uses socials shares as a ranking signal. Studies have shown that sites with a greater number of social shares can usually be found higher in rankings. If you create good content or offer a great service, then social shares will come naturally. Having a strong social presence can help you gain more links which will have a direct impact of your ranking. Rr Ss Tt Uu is for is for TRUST UNNATURAL LINKS Trust plays an important part in determining the success of your search rankings. Adding history or information about yourself, displaying your address and contact details, and linking to your privacy policy, will reassure your visitors that your site is trustworthy. Search engines want to offer their visitors the highest quality search results, so it makes sense that trustworthiness is a factor that your site will be judged on. Unnatural links are backlinks that are deliberately attempting to manipulate search rankings. Google is particularly strict on types of linking and will penalise sites that deem to have a large proportional of artificial links. These can include links that have been purchased, links created by scrapers, or links that are originating from bad neighbourhoods of the internet. Tt Uu Vv Ww is for is for VIDEO WEBMASTER TOOLS Video can present a great opportunity for brands to get search visibility. According to Forrester, it is 50 times easier to reach page one of Google with a video than with a webpage. Just like webpages, videos should be optimised with keywords that relate to the content to give search engines a better understanding of what the video is about. Google Webmaster Tools is essential for managing your SEO. Webmaster Tools helps you view your site as Google sees it. The toolset will give you insight into the number of pages indexed on your website, what links are pointing to it, and your most popular keywords. Webmaster tools will automatically inform you of crawl errors, duplicate content and penalties relating to your site. Vv Ww Xx Yy is for is for XML SITEMAPS YOAST XML sitemaps help search engines crawl your site. Think of a sitemap as a roadmap which allows a crawler to navigate your sites using your preferred routes. The sitemap also provides information on when pages get updated and how important they are. Submitting an up-to-date XML sitemap is SEO best practice. WordPress SEO by Yoast is an extremely popular WordPress plug-in that allows you to easily setup page title and meta description templates for your content, create XML sitemaps, and verify your Google and Bing webmaster tools accounts. There are many SEO plug-ins available that can help you manage your website's content to ensure it is optimised for search engines. Xx Yy Zz is for ZEITGEIST This infographic was created by thomsonlocal Direct Marketing Services, who provide Search Engine Optimisation services to boost search visibility and increase traffic to websites. Google Zeitgeist is an annual review that sums up how the world has searched during the year. To succeed in SEO, you should always have an understanding of how people are searching. New trends will emerge and it's important to keep on top of how search behavior is changing for continued success. thomsonlocal O Direct Marketing serviceS Zz

The A to Z of SEO

shared by thomsonlocal on Oct 10
The terms related to SEO can often be confusing to newcomers. This infographic explains the key concepts behind some of the most commonly used terms in the search marketing industry.




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