Search Engine Optimization Starter Guide 2018

Search Engine Optimization for beginners

There is a fierce competition in finding the top place in Google search, businesses are spending significant amount of money for SEO specialist to get to the top in Google search based on their keyword, because coming on top of Google search means more traffic for business.

While others spends hundreds or millions of dollars, you can be smarter and use basic SEO tips and tricks to optimize the site or web content for any of the search engines.

In this blog, we will explain best tip, trick and technique, which you can use to optimize your content.

Although update the few Meta tags do not guarantee to be top in Google search but at least is the basic step you should take.

SEO Techniques Importance

  • Increased Traffic
  • Return On Investment
  • Cost effectiveness
  • Increased site usability
  • Brand Awareness

1. What is Search Engine?

An internet function which searches data available on the Internet using keywords or

Other specified terms, or a program containing this function. Search engines like Google, Bing and Yahoo, Baidu have primary search results, where web pages and other content are shown and ranked based on what search engines considers the most relevant for users.


1.1 Top Famous Search Engines:

Googe – 69.89%

Bing – 11.94%

Yahoo – 7.78%

Baidu – 8.53%

Ask – 0.25%

AOL – 0.14%

Excite – 0.01%

1.2 What is Domain?

An Internet address that indicates the location of your computer or network.

What is Search Query?

Single or multiple terms which are input by users when they performing a search on Search engines.

2 What is SEO?

SEO is a process of getting visitors traffic from “free,” “natural” “organic,” or “editorial” search results on search engines.


SEO is often about making small modifications to the different parts of your website. These kind of changes might be seem like incremental improvements, but when you combined it with other optimization techniques, then they had a noticeable impact on your website, user performance and mainly experience in basic search results.(Source)

Search engine optimization affects only basic search results, not on sponsored or paid results such as Google, yahoo AdWords.

2.1 Kinds OF SEO

  • White Hat SEO
  • Black Hat SEO

2.1.1 What is White Hat SEO?

White hat optimization is slow-steady, but it has long lasting growth rankings.

White hat SEO point out to the usage of optimization Tips, strategies, techniques and tactics that focus on a human audience opposed to Google search engines and are completely follows the search engine policies.

Some White hat SEO techniques are listed:

High quality content development:

It is true that “Content is King” in blogging. There is nothing more valuable that you can do for the optimization of your site for search engines than offering unique well-written quality content. A search engines aim is to serve up what it believes to be most suitable website for any given search to the end user.

Use Structured (Semantic) Markup and Separate Content from Presentation:

Semantically structuring markup helps the search engines to understand the content of your web page, which is of course a good thing. Proper use of heading elements is important because Google search engines give more weight to the content, which has heading elements.

Titles and Meta Data:

Providing pages with proper titles and Meta data is Important. In the past days meta description and meta keywords elements are so much misused that search Engines now regard them as less important. However, they are still useful if we use them properly. Title of anything is an acknowledgment as to what the content might be, so make sure that you use true representation of the content of your page.

HTML optimization and Effective Keyword Use:

Create your website with appropriate keywords and key phrases in mind. Use those keywords and key phrases you have identified effectively throughout your website.

Which are?

  • Title
  • Heading Elements
  • Meta Description
  • Meta Keywords
  • <H1>
  • <H2>
  • <H2>
  • <H3>
  • Text
  • Title Tag
  • Alt Tag
  • Links

Quality Inbound Links:

Having inbound links to website can be likened to having a vote for the good, but there are also good links and bad links.

Good links are those web pages, which are relevant to the content of your page.

Bad links are those web pages, which have no relevance to the content of your page.


2.1.2 What is Black hat SEO?

Black hat SEO is Quick and unpredictable, but short-lasting growth in rankings.

Black hat SEO refers to the use of contentious SEO strategies, tactics and techniques that focus only on search engines and not on human audience, and mostly does not obey the search engine’s guidelines.

If Search engine found such websites, who used Black hat SEO technique Google sometime hurting the ranking of website or sometime even banned it completely from search engine.

2.1.3 Black hat SEO techniques

Some Black Hat SEO Techniques are listed:

Hidden Content:

Hidden content implies that you have white text on a white background in plan to stuff extra keywords on site.

Duplicate Content:

Content Duplication is one of the worst Black Hat SEO techniques. Now Google algorithms are updated now they index original and unique quality content only.

Meta Keyword Stuffing:

A web page is loaded with keywords in Meta tags or in content of a web page in a technique.

Meta Keywords:

It is a short list of words that inform search engine about the focus of the page.

Misuse Example:

<meta name=”Keywords” content=”Search Engine Optimization, Online Optimization, Local Optimization, HTML Optimization, White Hat SEO, Marketing SEO, SEO, SMO, SMM” />

Doorway or Gateway Pages:

These are fake pages, which are stuffed with content and highly optimized for few keywords that link to a target or landing page.

Link Farming:

FFA or Link farming has no other purpose rather than to list unrelated website links.

Content Automation:

It is a process of creating content of the website in automatic way by using a script or tool.


Cloaking is Google search engine deceiving technique (Or other Search engines) by showing different content to Search engine and then take users to a different content or web page.

Link Schemes:

Any links which are planned to manipulate Page Rank or a site’s rankings in Google search results are considered as part of a link scheme and Google’s Webmaster Guidelines violation.

Article Spinning:

It is a process of rewriting the existing content to create a new original one; type copies an attempt to avoid duplicate content.

2.2 SEO Tips and Tricks

  • Make Website on one Niche
  • Mention keywords where they matter most
  • Link to internal pages on your site
  • Use keywords in your images
  • Link to other websites with relevant content
  • Update your website frequently
  • Make sure your website is indexed in search engines
  • Have other websites link to you
  • Stop changing your domain name
  • Write like a human
  • Use a permalink structure that includes keywords
  • Remove anything that slows down your website

2.3 What is HTML

HTML (Hypertext markup Languages) is underlying code, which is used to create web pages. Search engines pick up ranking signals of websites from specific HTML elements (Tags).

Here some of HTML elements which helpsto achieve success in SEO.

2.3.1 Ht: HTML Title Tag

HTML title tag indicates that what a page is about. =

2.3.2 Hd: The Meta Description Tag

Meta description Tag allows suggesting that how we would like our pages to be described in search listing.

2.3.3 Hs: Structured Data

Sites use specific codes. Structured data make it easy for search engines to understand the details of page content and structure.

2.3.4 What is <head> tag?

An element that represent the header in HTML document. The content of this element will not be displayed in a browser.

Head tag has a main part, which is title tag.

2.3.5 Title Tag:

Page tile should be considered as main topic of the page/content you are writing about. If you are talking about different coffee brands and types, the title should be “type of coffees you should buy “or “Comparing different coffee types and brands”

Make sure that you do not duplicate any of the text; length should not be exceeding 160 characters. Write text as human readable format. As Google is smart enough to understand what you mean. If you search for SEO, you will find pages with search engine optimization

If you search for chimp mail, first page it show is

  • Title tag contents will usually appear in the first line of the results.
  • This help user to recognize either the page is likely to be relevant to their search or not.
  • Title Tag of a web page is meant to be a proper and to the point description of a page’s content.

Indicate page titles by using title tags:

hameez title tag:



<title> Place to learn Digital marketing | Hameez </title>

<meta name=”description= “content=”Write content here”>






Page title content displayed in search result….

3. Best Practices for SEO:

The most important aspect of SEO is to make your website easy for both search engine and users. Nowadays although search engine have become too much sophisticated but still search engine cannot understand and see a webpage same way as a human can see and understand. SEO helps the search engine to figure out that what each web page is about, and how SEO can be useful for users.


3.1 Why Search Engine Optimization is Important?

Search engine optimization is essential because:

  • Search engines users are mostly choose one of the top five suggestions in the results page.
  • SEO improve the user experience and usability of a web site.
  • Users are mostly trust on search engines and having a presence in the top positions for the keywords the user is searching increases their web site’s trust.
  • SEO help you when you are in a competition. If two web sites are selling the same thing, then the search engine optimized web site have more visitors and make more sales.

3.2 Accurate Page Title:

Choose your page title wisely, which is effectively communicates to the topic of page content.

3.3 Use Unique Title Tags:

Each page should ideally have a unique title tag, which helps Google about page distinction from other pages on your site.

3.4 Brief Descriptive Titles:

Make title short and informative. If the title is too much long, then Search engine shows only a portion of it in search result.

3.5 Use “description” Meta tag:

Description Meta tag gives Google and other search engines page summary.

Description Meta tags is important. Google might use Description Meta tags as snippets for your pages.

3.6 Snippet:

Text displayed beneath the title of corresponding web page on search results pages of search engine.

3.7 Always Summarize the Accurate page content:

Write informative and building interest of users description, because user saw description “Meta description tag” as a snippet in a search result.

3.8 Use unique description:

Different description for each page helps search engine and visitors especially in searches where users may bring up multiple pages on your domain.

3.9 Simple to Understand URLs:

Simple URLs will convey content information to users and search engines easily. Creating descriptive filenames for the documents and categories on your website can not only help keep your site better organized, but also leads to better search engine crawling of your documents by search engines robots (crawler).

3.10 Usage of words in URLs:

Use URLs with those keywords, which are relevant to your site’s structure and content and are friendlier for visitors. Visitors remember them better.

3.11 Simple Directory Structure:

Make site’s directory structure with organized content and makes it easy for the visitors to know them that where they are at on your site.

3.12 Single version URL to Reach Document:

Focus on referring to single URL in structure and internal linking of your pages.

If people are accessing the same content repeatedly through multiple URLs, setting up a dominant URL rather than non-preferred URLs.

3.13 Easy Navigation:

The navigation of a website is so much important in helping visitors quickly find the content that they want and navigation is very important for Google therefore make site easier to navigate.

3.14 Homepage Based Navigation:

All websites have a home or “root” page, which is frequented page of the site.

Think about how visitors will go from a general page (your root page) to a page, which is containing content that is more specific.

3.15 Use ‘breadcrumb lists’:

Row of internal links at the bottom or top of the page, which allows the visitors to quickly navigate from back to a previous section or to the root page.

3.16 Sitemaps:

Site map is a simple page on site, which displays the structure of website, and consists of a hierarchical listing of pages on site.

Prepare two sitemaps:

  1. One for search engines
  2. One for users

3.17 XML Sitemap:

A List of pages on a particular site s called XML sitemap. By creating and sending this list, you are able to notify the search engine about all the pages of your website, including any other URLs that may have been undetected by search engine in regular crawling process.

3.18 XML Sitemap with upper case:

XML Sitemap file, which is submitted through search engine (Or Google’s) Webmaster Tools, makes it easier for search engine to discover the all pages on site.

Example of Site map:

<? xml version=”1.0″ encoding=”UTF-8″?>
<urlset xmlns=”″>
<loc>https://www. app /
<loc>https://www. app /
<loc> app /

3.19 Naturally Flowing Hierarchy:

Navigation links Complex webs, like linking your every page of site to every other page by slicing and dicing content going overboard.

3.20 Text Navigation:

Navigation on site through text links makes it easier for search engines to crawl and understand site. Many users also prefer this to other approaches and some devices might not handle Flash or JavaScript.

3.21 HTML Site Map Page on Site:

Either simple sitemap page with links all pages or most important pages on your site can be useful.

3.22 Quality Content and Services:

Interesting sites are increasing their recognition on their own creating compelling and useful content will likely control your website more than any of the other SEO factors.

Users know about good content when they see it then they will want to direct other users to it. This could be happened through blog, social media services, forums or other means.

3.23 Social Media Services:

Community-type based web service that promotes and supports duplicate connections among fellow users like Facebook, Twitter, LinkedIn etc.


3.24 Google AdWords: (Google definition)

Advertising service, which places appropriate advertisements on search results pages and other content. When a user searches for keywords using Google, AdWords advertisements are related to those keywords, which are displayed on the right, top and/or bottom of the search results pages alongside the organic search results.

3.25 Easy to Read Content:

Users also enjoy content that is well written or to the point.

3.26 Organized Topic:

Organize your content so that visitors have a good sense of where one content topic begins and another ends. Cracking your content into logical chunks or the divisions are also help users to find content they want faster.

3.27 Unique Fresh Content:

Unique and fresh content will not only keep your existing visitor base coming back, but also bring in new visitors.

3.28 Anchor Text:

Anchor text is a clickable text that users will see as a result of a link sometime between content, and is placed within the anchor tag <a href=”…”></a> in HTML page.

Suitable anchor text makes it easy to convey the contents linked.

Anchor Text Example:

<a href=“”>SEO Tips Tricks</a>

3.29 Descriptive text:

Anchor text you use for a link should provide at least a basic idea of what the page linked to be about.

3.30 Concise Text:

Short but descriptive text-usually a few words or a short phrase.

3.31 Link Formats:

Make link format users friendly so that they distinguish between regular text and the anchor text of links. Content is less useful if the users miss the links or they accidentally click.

3.32 Internal Links:

Anchor text used for internal links can help users and Search engine to navigate your site better.

3.33 Images Optimization:

Image-related information can be provided by using “alt” attribute.

All images on your site have a distinct filename and “alt” attribute, both of which you should take

Advantage of.

Commonly supported file types, which most browsers supports are JPEG, GIF, PNG, and BMP.

3.34 Brief alt Text and Descriptive Filenames:

Like other parts of page targeted for optimization, filenames and alt text (for ASCII languages) are best when they are short, but descriptive.

ASCII language:

ASCII (American Standard Code for Information Exchange). A character encoding centered on the English alphabet.

3.35 Using Images as Links:

If you do decide to use an image as a link, filling out its alt text helps search engine understand more about the page you are linking to.

3.36 Heading Tags:

Used heading tags appropriately.

Heading Tag Example:

< head >
< body >
< h1 >Hameez – Place to learn Digital Marketing< /h1 >
< h >Hameez is visual, interactive and responsive< /h >
< p >Write your paragraph here… < /p >
< /body >
< /head >

3.37 Sparingly Across headings:

Use heading tags in content where it makes sense. Too many heading tags on a page can make it hard for users to read the content and determine where one topic ends and another begins.

3.38 Effective Use of robots.txt:

A “robots.txt” file tells search engines whether they can access and therefore crawl parts of your site.

Restrict crawling where it is not needed with robots.txt.

3.39 Robots Exclusion Standard:

Convention to prevent cooperating web spiders/crawlers, such as Googlebot, from

Accessing all or part of a website, which is otherwise publicly viewable.

3.40 Proxy Service:

A computer system that substitutes connection in cases where an internal network and external network is connecting, or software that possesses a function for this


3.41 Sensitive Content:

Use more secure methods for sensitive content.

You should not feel comfortable using robots.txt to block sensitive or confidential material. Search engines could still reference the URLs you block (showing just the URL, no title or (Snippet) if there happen to be links to those URLs somewhere on the Internet (like referrer logs).


3.42 rel=”nofollow”:

Be aware of rel=”nofollow” for links combat comment spam with “nofollow”

rel=”nofollow” Example:

<a href=”” rel=”nofollow”>Comment spammer</a>

3.43 Users First Priority:

Create your site content primarily for your users, not for search engines.

4. SEO Tips for Blogger and Web Sites Developer:

Things to Avoid when doing SEO.

  1. Allowing search result-like pages to be crawled.
  2. Users never like leaving one search result page and landing on another search result page that does not exist.
  3. Add significant value for them.
  4. Allowing URLs created because of proxy services to be crawled.
  5. Excessive usage of heading tags.
  6. Putting all of page’s text into a heading tag.
  7. Using the heading tags only for styling text but not for presenting structure.
  8. Writing excessively long alt text (Spams).
  9. Using only image links for your site’s navigation.
  10. Using generic filenames like “image.jpg”, “mypic.gif”, and “12345.jpg”.
  11. writing extremely lengthy filenames
  12. Copying and pasting entire sentences into alt text.
  13. Excessive use of keyword-filled or lengthy anchor text just for search engines.
  14. Create unnecessary links, which do not help with the user’s navigation of site.
  15. Usage of CSS (Cascading Style sheet) or text styling that make links look just like regular text.
  16. Long anchor text, such as a lengthy sentence or short paragraph of text.
  17. Generic anchor text like “page”, “article”, or “click here”
  18. Using text that is off-topic or has no relation with the content of the page.
  19. Unnecessary keywords Inserting to aim search engines, but keep remember it is annoying or nonsensical for users.
  20. Rehashing (or even copying) of existing content.
  21. Dumping the larger amounts of text on varying topics onto a page without layout separation, paragraph or subheading.
  22. Sloppy text with spelling and grammatical mistakes.
  23. Embedding text in images for textual content.
  24. Creating an HTML site map that simply lists pages without organizing them, for example by subject.
  25. HTML site map page become out of date with broken links.
  26. Not focusing on simplicity and ease of use.
  27. Make pages easy as possible for users.
  28. Add navigation pages only when it makes sense.
  29. Sub domains and the root directory access the same content (e.g.”” and “ backup.html”).
  30. Odd capitalization of URLs.
  31. Using all Upper-case URLs.
  32. Deep nesting subdirectories like “…/dir1/dir/dir/dir4/dir5/dir6/page.html”
  33. Directory names having no relation with content.
  34. Lengthy URLs with unnecessary parameters and session IDs.
  35. Generic page names like “new page1.html”
  36. Excessive keywords like”if-you-want-to-be-a-better-person-do-not-fight-with-idiots.html”
  37. Using ID or oddly named parameter,
  38. Never use bad URLs because URLs are displayed in search results.
  39. Using single description for all pages.
  40. Description Meta tag which has no relation with content of page.
  41. Using generic descriptions like “First web page” or “My page”
  42. Copy paste of entire content of document into the description Meta tag.
  43. Using extremely lengthy titles.
  44. Unneeded keywords in title tags.
  45. Used single title tag across all of your site’s pages or a large group of pages.
  46. Title, which is not related to the content of the page.
  47. Using default titles like “Untitled”, “New document” or “New Page”.

4.4 Search Engine Optimization Tips

4.4.1 Comment Spamming:

Posting comments on Irrelevent sites with your site backlink is called comment spamming.


4.4.2 APTCHA:

CAPTCHA stands for “Completely Automated Public Turing test to tell Computers and Humans Apart”.

4.4.3 “nofollow”:

Using “nofollow” for individual contents, whole pages, etc. means when you’re writing content and wish to reference a website, but do not want to pass your reputation on to it.

4.4.4 “nofollow “Example:




<meta name=”description=“content=” search for information about (someone or something) on the Internet using the search engine (Google).


<meta name=”robots” content=”nofollow”>



4.4.5 Mobile Sitemap:

XML Sitemap that contains URLs of web pages designed for mobile phones.

Submitting mobile phone Sitemap notifies Google the existence of those pages and allows to crawl them.

4.4.6 User-agent:

Utilizing of Software and hardware by the user when user is accessing a website.

4.4.7 XHTML Mobile:

XHTML, a markup language redefined via adaptation of HTML to XML, and then expanded for use with mobile phones.

4.4.8 Compact HTML:

Markup language is resembling HTML and it is used for creating web pages that can be displayed on mobile phones and with PDA and PHS.

4.4.9 Googlebot:

Google used “Googlebot” for web search and “Googlebot-Mobile” for mobile search. Serve the same content as a typical desktop user to Googlebot would see and the same content to Googlebot-Mobile as the browser on a typical mobile device.

4.4.10 Website Promotion:

Promote your website in the right ways.

  • Increasing backlinks with an intention to increase the value of site. Effectively promoting you are new
  • Content will lead to faster discovery by those who are interested in the same subject.
  • Master making announcements via blogs and being recognized online.
  • Webmasters who follow your website or RSS (Really Simple Syndication) feed could pick the story up as well.
  • Google Places help to reach customers on Google Maps and web search.

4.4.11 RSS (Really Simple Syndication) feed:

Data including full or summarized text describing an update to site or blog. Service using a similar data format is Atom.

4.4.12 Social Media Sites:

Social media Sites which are built around user interaction and sharing platforms have made it easier to match same interest peoples to attach each other with relevant content.

4.4.13 Webmaster Tools:

Google’s Webmaster Tools help the webmasters to get better control how Google interacts with their websites and get useful information from Google about their site.

5. Uncommon Effective SEO Tools:

  1. Free Firefox Extensions
  2. Rank Checker
  3. SEO for Firefox
  4. Web-based SEO Tools
  5. Keyword Suggestion Tool
  6. Keyword List Generator
  7. Keyword List Cleaner
  8. Robots.txt Tools
  9. Meta Tag Generator
  10. Server Header Checker
  11. Link Suggestion Tool
  12. Spider Test Tool
  13. Keyword Density Analyzer
  14. Page Comparison Tool
  15. Ad Group Generator
  16. Keyword Wrapper
  17. Typo Generator
  18. Search Analytics Tools
  19. Keyword Research Tools
  20. on-Page SEO Audits
  21. Competitive Research Tools
  22. PPC Tools
  23. Link Analysis Tools

5.1 Links for Downloading SEO Tools:

Search Engine Watch

Small SEO Tools

SEO Book


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