What is SEO? Search engine optimisation (SEO)

What is SEO? Search engine optimisation (SEO) is a technical, analytical and creative process to improve the visibility of a website in search engines. The primary function of SEO is to attract more unpaid organic traffic to a site. The free SEO tips you will read on this page will help you create a successful SEO friendly website yourself. I have 20 years of experience practicing professional SEO. This SEO tutorial is my collection of tips and SEO best practices I use to rank websites in Google and Bing. If you find it of use, please share it. How To Learn SEO The best way to learn SEO is to practice it. You keep up with the latest industry news and follow search engine webmaster guidelines. You edit a website that ranks in search engines and watch how search engines respond to your changes. You monitor organic search engine traffic. Track rankings for individual keywords and pages. You do lots of tests. Here are the things that really matter if you do SEO: Add high-quality 100% unique content to your site Create pages where the main purpose of the page is given priority Get rid of annoying ads and pop-ups (especially on mobile) Register your website with Google Search Console Optimise your website core web vitals Have a responsive design Have a mobile theme that downloads under 3 seconds Don’t block search engines crawling your site Don’t confuse or annoy a website visitor Don’t block Google from crawling resources on your site or rendering specific elements on your page Optimise for customers local to your business, if that is important Geotarget your site in Search Console AKA Google Webmaster Tools (you do not need to do this you have a country-specific domain e.g. a .co.uk domain) Do not use copied content for pages (or even part of a page) On-Page, include your keyword phrase at least once in the Page Title Element On-Page, keep page titles succinct On-Page, include your keyword phrase at least once in the Main Content on the page (at least once in page copy (in Paragraph tags) On-Page, avoid keyword stuffing main content or any specific html element or attribute On-Page, optimise your meta description to have a clickable useful SERP snippet On-Page, ensure the Main Content of the page is high-quality and written by a professional (MOST OF YOUR EFFORT GOES HERE – If your content is not being shared organically, you may have a content quality problem) On-Page, Ensure the keywords you want to rank for are present on your page. The quality of competition for these rankings will determine how much effort you need to put in On-Page, use synonyms and common co-occurring words throughout your page copy but write naturally On-Page, add value to pages with ordered lists, images, videos and tables On-Page, Optimise for increased ‘user intent’ satisfaction (e.g. increased dwell times on a page or site) On-Page, Keep important content on the site updated a few times a year On-Page, Trim outdated content On-Page, Avoid publishing and indexing content-poor pages (especially affiliate sites) On-Page, disclose page modification dates in a visible format On-Page ,do not push the main content down a page unnecessarily with ads or obtrusive CTA for even your own business On-Page, link to related content on your site with useful and very relevant anchor text On-Page, Avoid keyword stuffing internal anchor text. On-Page, Create pages to basic meet W3C recommendations on accessible HTML (W3c) (H1, ALT text etc) On-Page, Create pages to meet basic usability best practices (Nielsen) – Pay attention to what ‘annoys’ website visitors On-Page, Ensure Fast delivery of web pages on mobile and desktop On-Page, Provide clear disclosure of affiliate ads and non-intrusive advertising. Clear disclosure of everything, in fact, if you are focused on quality in all areas. On-Page, Add high-quality and relevant external links (depending if the query is informational) On-Page, if you can, include the Keyword phrase in a short URL On-Page, use the Keyword phrase in internal anchor text pointing to this page (at least once) On-Page, use Headings, Lists and HTML Tables on pages if you show data Use a simple navigation system on your site. Develop websites that meet Google technical recommendations on (for example) canonicalization, internationalisation and pagination best practices Ensure on average all ‘Main Content’ blocks of all pages on the site are high-quality Ensure old SEO practices are cleaned up and removed from site Avoid implementing old-school SEO practices in new campaigns (Google is better at detecting sites with little value-add) Consider disavowing any obvious low-quality links from previous SEO efforts Provide Clear website domain ownership, copyright and contact details on the site Share your content on the major social networks when it is good enough Get backlinks from real websites with real domain trust and authority Do not build unnatural links to your site Convert visitors (whatever that ‘conversion’ is) Monitor VERY CAREFULLY any user-generated content on your site, because it is rated as part of your own site content Pay attention to site security issues (implement secure https, for example) Make visitors from Google happy Beware evaporating SEO efforts (AVOID old-school SEO practices designed to manipulate rankings and REMOVE them when identified) Ensure erroneous conversion rate optimisation practices are not negatively impacting organic traffic levels (don’t screw this part up!) Aim for a good ratio of ‘useful’ user-centered text to affiliate links. Be careful using affiliate links at all. What really matters in SEO is what you prioritise today so that in 3-6 months you can see improvements in the quality of your organic traffic. 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