SEO Basics | SEO Training

                                       SEARCH ENGINE OPTIMIZATION

Search engine optimization requires strong organization. Organization will put you above your competition. This document teaches you a successful optimization process. Some highlights are: - How search engines work - Variables that will affect search engine ranks - Link popularity - Web site optimization - How to analyze your progress - A great glossary of terms – Identify and explore the SEO concepts – much more about Search engine marketing

1. Introduction

Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a subset of search engine marketing. The term SEO also refers to "search engine optimizers," an industry of consultants who carry out optimization projects on behalf of clients' sites. Some commentators, and even some SEOs, break down methods used by practitioners into categories such as "white hat SEO" (methods generally approved by search engines, such as building content and improving site quality), or "black hat SEO" (tricks such as cloaking and spamdexing). White hatters say that black hat methods are an attempt to manipulate search rankings unfairly. Black hatters counter that all SEO is an attempt to manipulate rankings, and that the particular methods one uses to rank well are irrelevant.

2. What Is SEO

Search Engine Optimization (SEO) is often considered the more technical part of Web marketing. This is true because SEO does help in the promotion of sites and at the same time it requires some technical knowledge – at least familiarity with basic HTML. SEO is sometimes also called SEO copyrighting because most of the techniques that are used to promote sites in search engines deal with text. Generally, SEO can be defined as the activity of optimizing Web pages or whole sites in order to make them more search engine-friendly, thus getting higher positions in search results.

One of the basic truths in SEO is that even if you do all the things that are necessary to do, this does not automatically guarantee you top ratings but if you neglect basic rules, this certainly will not go unnoticed. Also, if you set realistic goals – i.e. to get into the top 30 results in Google for a particular keyword, rather than be the number one for 10 keywords in 5 search engines, you will feel happier and more satisfied with your results.

Definitions of Search Engine Optimization (SEO)

• These are the techniques used to improve a Web page's results in a search.

• The process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.

• Designing a website so that it ranks highly in the search engines when someone searches for specific phrases related to the site.

• The act of altering a web site so that it does well in the organic, crawler-based listings of search engines.

• The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

• Optimizing a site to search engines criteria.

• The altering of a Web site, Web pages and links to Web sites and Web pages to improve visibility, rank and relevance in the organic, crawler-based listings of search engines.

• The process of fine tuning the content of a site along with the html and meta tags so that it is search engine friendly (and we hope people friendly at the same time).

• (SEO) The process of optimizing a web site for specific keyword phrases to encourage a better position when these phrases are part of a Web search.

• Describes methods used to make web pages attractive to search engines and benefit from high listings. Here you will find more information on search engine optimization.

• It is a process of optimizing a website in order to gain top positions on search engines for various keywords, and drive more traffic to the site.

• The act of improving a website's search engine compatibility by more effectively formatting site code, structure, and content to maximize keyword exposure.

• The changes that are made to the content and code of a web site in order to increase its rankings in the results pages of search engines and directories. These changes may involve rewriting body copy, altering Title or Meta tags, removal of Frames or Flash content, and the seeking of incoming links.

• Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings. The term also refers to an industry of consultants that carry out optimization projects on behalf of client sites.

3. How Search Engine Works

The term "search engine" is often used generically to describe both crawler-based search engines and human-powered directories. These two types of search engines gather their listings in radically different ways.

Crawler-Based Search Engines

Crawler-based search engines, such as Google, create their listings automatically. They "crawl" or "spider" the web, then people search through what they have found.

If you change your web pages, crawler-based search engines eventually find these changes, and that can affect how you are listed. Page titles, body copy and other elements all play a role.

Human-Powered Directories

A human-powered directory, such as the Open Directory, depends on humans for its listings. You submit a short description to the directory for your entire site, or editors write one for sites they review. A search looks for matches only in the descriptions submitted.

Changing your web pages has no effect on your listing. Things that are useful for improving a listing with a search engine have nothing to do with improving a listing in a directory. The only exception is that a good site, with good content, might be more likely to get reviewed for free than a poor site.

"Hybrid Search Engines" Or Mixed Results

In the web's early days, it used to be that a search engine either presented crawler-based results or human-powered listings. Today, It extremely common for both types of results to be presented. Usually, a hybrid search engine will favor one type of listings over another. For example, MSN Search is more likely to present human-powered listings from Look Smart. However, it does also present crawler-based especially for more obscure queries.

To understand SEO you need to be aware of the architecture of search engines. They all contain the following main components:

   Spider - a browser-like program that downloads web pages.

   Crawler – a program that automatically follows all of the links on each web page.

   Indexer - a program that analyzes web pages downloaded by the spider and the crawler.

   Database - storage for downloaded and processed pages.

   Results engine – extracts search results from the database.

   Web server – a server that is responsible for interaction between the user and other search engine components.

   Specific implementations of search mechanisms may differ. For example, the Spider + Crawler + Indexer component group might be implemented as a single program that downloads web pages, analyzes them and then uses their links to find new resources. However, the components listed are inherent to all search engines and the SEO principles are the same.

   Spider: This program downloads web pages just like a web browser. The difference is that a browser displays the information presented on each page (text, graphics, etc.) while a spider does not have any visual components and works directly with the underlying HTML code of the page. You may already know that there is an option in standard web browsers to view source HTML code.

   Crawler: This program finds all links on each page. Its task is to determine where the spider should go either by evaluating the links or according to a predefined list of addresses. The crawler follows these links and tries to find documents not already known to the search engine.

   Indexer: This component parses each page and analyzes the various elements, such as text, headers, structural or stylistic features, special HTML tags, etc.

   Database: This is the storage area for the data that the search engine downloads and analyzes. Sometimes it is called the index of the search engine.

   Results Engine: The results engine ranks pages. It determines which pages best match a user's query and in what order the pages should be listed. This is done according to the ranking algorithms of the search engine. It follows that page rank is a valuable and interesting property and any SEO specialist is most interested in it when trying to improve his site search results. In this article, we will discuss the SEO factors that influence page rank in some detail.

   Web server: The search engine web server usually contains a HTML page with an input field where the user can specify the search query he or she is interested in. The web server is also responsible for displaying search results to the user in the form of an HTML page.

4. SEO – Life Cycle

1. Analyze our web site
2. Find Keyword relevant to web site
3. Extract best keywords
4. Use the keyword in Head tag, Meta tag, Meta description, alt etc.
5. Mockup validation OR HTML validation
6. Correct the errors
7. Put keyword in the URLs and folders
8. Find the Indirect competitors
9. Link Exchange with Indirect competitors
10. Check for broken links
11. PAD file creation and Submission to Directories (Optional)
12. Submit the web site to all major search engines (Only once in a month or 48days)
13. PPC management

14. Analyze and generate the report
15. Work on the weaker areas of our website

 

5. Keywords

Identification of keywords in the content of the website and adding them to Meta Tags produces good results. Usage of potential keywords is a must. The idea of having all those keywords at the beginning of the content of the description of the website is to enable our site if the search engine has a limitation of the length of the description that the website provides. 

        i.            Keyword Density

Keyword page density is a measure of the relative frequency of the word in the text expressed as a percentage. For example, if a specific word is used 5 times on a page containing 100 words, the keyword density is 5%. If the density of a keyword is too low, the search engine will not pay much attention to it. If the density is too high, the search engine may activate its spam filter. If this happens, the page will be penalized and its position in search listings will be deliberately lowered.

   The optimum value for keyword density is 5-7%. In the case of keyword phrases, you should calculate the total density of each of the individual keywords comprising the phrases to make sure it is within the specified limits. In practice, a keyword density of more than 7-8% does not seem to have any negative SEO consequences. However, it is not necessary and can reduce the legibility of the content from a user’s viewpoint.

A very short rule for SEO experts – the closer a keyword or keyword phrase is to the beginning of a document, the more significant it becomes for the search engine

2. Keyword Content

Most search engines place a large amount of importance on the actual text that is placed on a web-page. As a result, the way that the text on a page is constructed plays an important role in determining the way engines index your site. When building a website it is important to ensure that your pages contain as much relevant text as possible.

Example:
You have a website which provides booking information for a group of Hotels in Manhattan. On your main page you have placed the keyword hotel a few times into the main body of the text. You have chosen this word due to it's popularity in most of the major search engines and your assumption is that by using this word you will attract a more sizeable share of the people searching with this term.

The above scenario provides an example of some common misconceptions within the web promotion industry. The problem here is not with the actual use of the word hotel itself, but in the popularity and non-specific nature of the word. Using a popular search term does not necessarily guarantee your success, nor does this make it the right word to use. Averages of almost one million searches per month are made using the word hotel in at least most of the major search engines. Being found in the top 10 - 20 results with such an immensely popular keyword in any engine is nearly an impossible task... simply because everyone is using it in some form or another. Even if you managed to reach the top 10 of such a search then it can be guaranteed that you will not be there for any lengthy period of time.

3. Keywords in the URL

Many search engines are using the keywords that their spiders find in the domain name (URL) of a website as a part of their ranking formula. One of these search engines that utilizes this method of indexing is Google. Yahoo! themselves use Google as a provider of non-directory search results and search engines such as Inktomi use keywords in the domain name as a strong factor in their ranking formula.

Over time it appears that more and more search engines are using this strategy to help achieve better search results for all of their visitors, and this ultimately translates into better positioning for those smart enough to incorporate such a method into their web pages. In order to take full advantage of this method, you will need to include your most important keywords in your URL.

One suggestion is that you could begin by separating each word with a hyphen. The benefit here is that you will have a much better chance in finding a suitable domain name, (one that includes your most important keywords). You can also try several different combinations of a chosen domain name using hyphens.

Example:
If "www.YourWebDomain.com" is not available, try "www.Your-Web-Domain.com" instead... or “www.4-Your-Web-Domain.com”... or even try "www.800-Your-Web-Domain.com". Once you understand this concept, the possibilities are endless.

Another benefit is that your keywords will be separated. The search engines which use keywords in the URL as part of their ranking formula will not be able to recognize keywords unless they are separated by a hyphen (or a slash or underscore for sub-directories). Search engines prefer the use of hyphens in domain names because they can produce more accurate search results by being able to divide and recognize specified keywords in your URL.

Keyword Spamming

Many search engines do not use keyword Meta Tags when indexing a website and prefer only to index the visible text on a page. For this purpose, some pages might include a list of keywords at the bottom of a page:

Example:
computer,software,hardware,shopping,games,internet,monitors,printers,sale....

This type of practice is often referred to as keyword 'spamming' and you should avoid this practice at ALL costs. You will risk becoming banned from the search engines altogether and this could affect the success of all future submissions. The engines may reject your page completely or downgrade it to force a severe drop in your ranking. The best ranking pages will often have a "healthy" amount of text on them with keywords repeated no more than 3 times in every Meta Tag... so take this into special consideration when designing your page.

There is absolutely no advantage in repeating keywords at all. You should instead consider the first 5 keywords in your Meta Tags as the keywords that you are promoting in order of relevance and importance.

Hint:
If you wish to include an additional list of keywords in the visible text of your page, use them in grammatically correct sentences.
Example:
A broad range of computers and software for sale. We stock monitors and games or printers. Best place for hardware shopping on the internet.

Example Tools: Keyword gold, Google ad words keyword suggestion etc.

6. Meta Tag

We can have all the keywords related to your business in this Meta section in keywords, description and phrase. There should be only potential keywords which are generally used. META tags give the edge over the competition since most web sites don't even use them.  

1. Simple Meta Tag Rules

Some people spend the time turning Meta Tag optimization into an art. However, most of us don't have the time for that. The countless hours that can be spent on adjusting and re-adjusting Meta Tags could be better spent creating new content. After all, it is the content that search engines are "really" looking for. The Meta Tags just help the search engines to find it.

So, the best thing that you can do is to create a sensible set of Meta Tags which will be friendly to most of the major search engines, then MOVE ON. However, Meta Tags are quite important, so you should go about making them correctly the first time around. There is no such thing as a "magical" set of Meta Tags that will instantly explode your web site statistics and search engine rankings.

Example:
You could go to a site that has a #1 ranking for a great search term and cut and paste the Meta Tags into your site, but you will not get a #1 ranking out of it. There are many factors that determine how search rankings turn out, such as site popularity, page-loading speed and content. What you need is a set of Meta Tags that will match your site as best as possible. And remember, it is far better to have too few than too many.

Rule 1: If a keyword is not on your page then try to avoid putting it in the title, description or keywords. Many unwitting people seem to do this, and can be extremely damaging to your promotional efforts. All it will do is water the theme of your page down, and the search engines will be wondering who and what to show your page to.

Note: If you do know a word or phrase that is very common, and you want to use it, then you need to make sure that it is in your title, description and keywords 'as well' as on your page several times. Therefore you will most likely need to re-edit your content as well, (not just the Meta Tags).

Rule 2: Don't try to trick the search engines. Search engines are getting smarter every day, and if you think you know of a way to deceive them then chances are... they already know about it.

Example:
Avoid repeating text hundreds of times, and be careful not to make it the same color as the background. Search engines woke up to this a long time ago. This is usually referred to as 'invisible text', and was originally invented as a way to artificially 'boost' the ranking of a website. Search engines know this trick inside-out, and would simply place your page at the bottom of their index. The time you waste trying to be "tricky" would be better spent working on your site, your site-content and REAL promotional efforts.

Rule 3: Keep your title, description, keywords and content as specific as possible. Many people try to add too many words and phrases all over their webpage, thus making it difficult for any search engine to categorize and index your site...

Example:
Imagine for a moment that you are lost and you need to ask for directions. If you were told to "drive under the bridge, past the green house on the left, over the little bump, past the red mail box, you'll see a house with a white gate and then you'll need to pass a school crossing and then turn left"... you would most likely stare blankly at the person in question. However, if the person simply says: "Take your next left" it would be much more helpful.

In summing up the above information, you must make all attempts to keep as specific as you possibly can. All you need to remember is to use as many informative words as you can to keep a "theme" on your page. By all means, use as many keywords as is necessary, but avoid going overboard with these at all costs.

2. Creating Functional Meta Tags

 Creating a "functional" set of Meta Tags is definitely no "rocket science", as many people would have you believe. You can of course do plenty of research on keywords, spend hours on each page and get fairly good results, but if you have 3,000 pages and a business to run it is not always so practical. If possible take a look at the content, before you make any Meta Tags at all. Is there a keyword that could be repeated a few more times? Especially somewhere within the first 255 characters on the page? You need to put yourself into the web surfer's chair for a moment and ask yourself: "If I were looking for the content that is located on this page, what would I type into a search engine?" Once you have thought of 3 good words/phrases, add them to your content. Re-adjust the content so that it still reads well. If the words that you thought of were already in the content then you have made your first step forward.

Now you need to make sure that the 3 keywords/phrases are also in the title, description and keywords. This can be slightly tricky at first, but once you have done a few you will get really good at it. It is good to get into the habit of using descriptive and informative words when writing webpage content. If you are not the actual content editor, then it would be a good idea to explain this concept to the person(s) that is writing the content.

Example:
You have a page about the benefits of vitamins for your cat. Obviously, if you were to have such a page, you would be selling some form of cat/pet food on your site. It is for this reason that you would want people to visit your site, otherwise there would be no real benefit.

You would think of words that people may type if they were looking for products which would keep their cat healthy. They might use "natural cat food", "natural pet food" and "cat nutrition". So, you would make sure that each of those phrases are in the page content several times each. It would also be a good idea to use the singular words many times too. i.e.: cat, nutrition and other derivatives such as cat food, pet food, nutrition for cats and nutrition for pets. Try to use plural and non plural words as well.

Once you have done that, you should make a title, which also uses the same words...

Example:
<title>Cat Nutrition: Natural pet food for cats</title>

With the above title, your page will most likely be found under:

·   Cat Nutrition: Natural pet food for cats (Cat Nutrition)

·   Cat Nutrition: Natural pet food for cats (Cat Food)

·   Cat Nutrition: Natural pet food for cats (Natural pet food)

·   Cat Nutrition: Natural pet food for cats (Pet food)

·   Cat Nutrition: Natural pet food for cats (Nutrition for cats)

·   Cat Nutrition: Natural pet food for cats (Pet nutrition)

Such a title would do much better than something like...

Example:
<title>look after fluffy: He will love you because he needs his vitamins</title>

..Which would get you traffic that was searching for things like:

·         Look after fluffy: He will love you because he needs his vitamins (Love vitamins)

·         Look after fluffy: He will love you because he needs his vitamins (Look fluffy)

·         Look after fluffy: He will love you because he needs his vitamins (Needs love)

Now you need to add a description. As mentioned above, where it was stated that you should add your keywords and phrases to the top of your page, (especially within the first 255 characters) you will have your description there. All you need to do is copy the first paragraph of your page into your description. Try to avoid adding single words.

With all the competition online these days there is not much of a chance that single words will be of any use. Your better option would be to use key phrases of 2-3 words. (i.e.: cat foot, nutritional cat foot, cat nutrition etc... Don't bother adding extra words or phrases that are not in your page. Doing so would be a waste of time).

3. Meta Tag Optimization

You should make sure that all important entry pages to your web site have at least the KEYWORDS and a DESCRIPTION Meta Tags included in the Header section of the HTML code. This should be done BEFORE a submission. Without a good set of Meta Tags, some search engines may not index your web site correctly and may even downgrade your ranking quite considerably.

Even though there are many methods you may use in order to help you improve the effectiveness of your Meta Tags, you should always pay careful attention first to the most common mistakes that people make, even after following any sound advice on improving your web page. You should check your pages for the following:

  Always include the most relevant keywords in the Meta Tags section first. The relative position of your keywords can greatly influence the ranking of your page on some engines.

  Avoid repeating keywords in your Meta Tags, e.g.: BeOnTop, BeOnTop, BeOnTop, BeOnTop. This type of practice is regarded as Spamming by most of the search engines and can result in the eventual banning of your site altogether.

  DO NOT tries to include every possible keyword in the dictionary. The more keywords that you include, the more chance you have of 'diluting' the perceived relevancy of these words. This kind of practice may result in a downgrading of your web page ranking on some important search engines.

  Aim to use more grammatically correct sentences in your Meta Tags, i.e.: in your Page Title and Description, rather than just a simple list of keywords.

  Some search engines do not employ the use of Meta Tags, so try and have the most important keywords appear elsewhere in the visible text portion of your page.

If you wish to include an additional list of keywords in the visible text of your page, then it would be a good idea to use them in grammatically correct sentences.

Example:
"A broad range of computers and software for sale. We stock monitors and games or printers. Best place for hardware shopping on the internet."

4. Correct Meta Tags

Although many of the larger search engines do not 'spider' the keyword Meta Tags on your page, and in some cases ignore these completely, the use of Meta Tags on your page still serves an important purpose. There are literally hundreds, even thousands of smaller search engines scattered all across the Internet. Whilst the bigger engines tend to 'spider' whole pages instead and obtain their results from that, these smaller search engines don't have as much physical space to work with and must do things differently. It is in these particular engines you will find that Meta Tags are still very important.

Example:
<html>
<head>
<title>Put the title of your page here</title>
<Meta name="keywords "content="put, your, keywords, here">
<Meta name="description" content="put a short description here">
</head>
<body bgcolor=#FFFFFF>

Put the page contents here....

</body>
</html>

The above layout provides a basic template for the creation of correctly formatted Meta Tags, and can be used for all pages contained within your website. If you are not showing up in a lot of the smaller engines, let’s say the first 200 or so entries under your chosen keywords, then you may need to re-design your page and Meta Tags. This will need to be done to ensure that users have a better chance of finding you under the keywords you wish to be found under. It is not always a big change in your page that results in your position moving up, it can be subtle changes that have the greatest effect.

What matters the most with any creation of Meta Tags is to create a great Description Tag, one that not only includes your keywords but one that also includes well-written text that sells. It is a well designed Description that ultimately attracts the web surfer in the long run.

It seems to be a popular trend for web surfers and site-submitters these days to focus largely on the larger traffic bringers (such as Google, Yahoo, etc) at the expense of the more smaller, less visited search engines. Of course, if that traffic source is broken for any reason then so is your business. If you concentrate on the other sources, who may bring less traffic, then you get a broader spectrum of referrals and can easily weather any particular search engine storm that comes up. It is for this reason that we shouldn't forget the humble Meta Tag.

      v.            Description Meta tag

   This is used to specify page descriptions. It does not influence the SEO ranking process but it is very important. A lot of search engines (including the largest one – Google) display information from this tag in their search results if this tag is present on a page and if its content matches the content of the page and the search query.

   Experience has shown that a high position in search results does not always guarantee large numbers of visitors. For example, if your competitors' search result description is more attractive than the one for your site then search engine users may choose their resource instead of yours. That is why it is important that your Description Meta tag text be brief, but informative and attractive. It must also contain keywords appropriate to the page.

Ex:       <Meta name="description" content="put a short description here">

    vi.            Keywords Meta tag

   This Meta tag was initially used to specify keywords for pages but it is hardly ever used by search engines now. It is often ignored in SEO projects. However, it would be advisable to specify this tag just in case there is a revival in its use. The following rule must be observed for this tag: only keywords actually used in the page text must be added to it.

An HTML tag that lists all of the main keywords and key phrases that are contained on that web page. Some search engines pay attention to this tag, some do not.

EX:      <META NAME="KEYWORDS" CONTENT="business, marketing, advertising, sales">

7. Alt Tags

Alternative text tags appear in place of images when the browser preferences are set for text only (image viewing option is turned off). Including them on your site enables visually impaired user reader programs (speech synthesizers) to read the alt tag aloud. On a PC, when a user mouse’s over an image, the alt tag becomes visible, it appears as text. For instance, Alt tags are not generally visible on a Mac unless the images are turned off.

Example:
The following Meta Tag:

<IMG SRC="imagefile.gif">

Should be written as:

<IMG SRC="imagefile.gif" ALT="Image descriptions for engines to index">

In order to make your images friendly to most search engine spiders you should always ensure that any important text to be displayed in an image is contained within an ALT tag, which has either a copy of the text, or a description of the image that is to be displayed.

8. Entry Page

Definition:       These days, over 95% of all web surfers on the Internet find what they are looking for by visiting the 6 most popular search engines. If your site is not ranking within the top 10 or 20 results when a keyword search is performed, or even showing up on the first 3 pages of a given search, then you run the likely risk of not being found by your target audience.

Entry Pages are the one of the most effective solutions for people to rank well within any search engine. These pages are also commonly referred to as 'bridge' pages, portal pages, ‘jump’ pages, gateway pages, doorway pages, etc. They are specifically designed for a particular key phrase and optimized for a particular search engine. Entry Pages also provide you with a link to your main website, and allow you to design a site that incorporates advanced features such as frames, JavaScript, extensive graphics, and so on.

These types of pages look like any other ordinary webpage but with a fundamental difference... they are simple, straight-forward and highly optimized pages for effective inclusion into a search engine index. An Entry Page acts as a kind of 'alternate entrance' to your site and it can be comprised of almost any page from your website. It may also be an entirely separate page altogether, though still 'tied' to your main site by way of links and page content. There is nothing particularly special about an Entry Page, except that it happens to have the proper number of words, key phrases and other elements in order to rank well in any of the top search engines.

Example:

 Your home page,

 A product information page,

 And introduction page.

Entry Page Strategies

• Make a page that uses each chosen keyword or key phrase only once.
• Make a page that uses upper and lower case type for the first-letter in all keywords or phrases.
• Use the plural form of a word, as well as the singular form.
• Make a page that uses keywords that are misspelled or mistyped.
• Make a page that uses keywords related to something else your prospect would buy.
• Make 6 different pages, each starting with a different keyword or phrase, and - save the page as the keyword name (for example - golf_clubs.htm).
• Use the underline character (_) between words in the file name at all times.
• When submitting to AltaVista, Infoseek, Hotbot, WebCrawler, Lycos, and Excite, do these manually, not through a submission service.
• Use submission software or a submission service to reach the many search engines and directories.
• Load your Entry pages on as many different domains as possible. Infoseek bases part of its ranking on how popular your site is, that is, how many other sites link to it.
• Excite will only index the first 25 pages submitted from any domain.
• AltaVista may ignore more than 1 submission per day per domain.
• Place copies of your entry pages on a server that does not host your main website.

Note: Using different servers means that your Entry pages will have a different address than the main site host, but will perform the same job in bringing you extra visitors to your site. After having created the page, simply save it to your hard drive using your web browser. Rename this file to anything you like, keeping in mind that using a related keyword as the filename will always help. Once having done this, upload the page to your web server and submit it to the search engines using any good submission service or software.

Creating Entry Pages

The first step towards creating an effective Entry Page is to decide upon the exact key phrase or phrases that you wish to target. Choosing the most appropriate key phrase to target is extremely important and can mean the difference between a page that ranks in the Top 10 and a page that simply ranks. Each Entry Page that you create should be designed to target a specific key phrase and this phrase should be narrowed down to only one in order to produce much better results.

Also, one must make the page in such a way that it makes perfect sense to the person who is viewing it. If the content on the Entry Page does not appear interesting and compelling enough then the web surfer is very likely to just click on the back button in their browser and move on elsewhere.

It is important to remember never to use more than 7 key phrases in an Entry Page, as doing so will cause the page to suffer in terms of ranking and engine positioning. There is absolutely no advantage in repeating keywords at all. You should instead consider the first 5 keywords in your Meta Tags as the keywords that you are promoting in order of relevance and importance.

Hint:
When creating Entry Pages, ensure the page DOES NOT use any of the following elements:

• Image maps
• Background Images
• Frames
• Embedded Sounds
• Java
• JavaScript
• Banners
• Counters
• Hidden Text
• CGI scripts
• Pages containing Flash

9. Deceptive Page Content

If your pages employ the use of what is sometimes referred to as 'deception pages', or false page content and/or Meta Tags, then these pages will be viewed as SPAM by most of the search engines you are submitting to. This type of practice will most definitely get your page and any other pages in your site, banned from these search engines altogether. A 'deception page' is basically a page that contains lots of popular subject matter which does not have anything in common with your actual website. Pages like these are usually created by people with the sole purpose to direct more traffic to their websites.

Example:
If you are trying to sell cleaning products, whilst most people surfing the web are looking for entirely different products, you will then be presented with a problem. How do you attract these customers that are probably not in the slightest bit interested in your cleaning products?

You must first take into consideration the types of items or services that most web surfers are looking for most of the time. (A considerably large 'chunk' of the world's web-surfers are looking for music, books, videos, cars, dating services and fan club sites; not cleaning products).

Almost every web-surfer on the Internet today has dirty dishes that need to be washed. They will more than likely buy dishwashing-liquid in the near future. If dishwashing-liquid is a cleaning product that you stock, and then you're in luck.

Solution:
Build yourself a cool music, video or car site and advertise your cleaning products all over it. You might even alter your advertisements to aim or 'steer' your products towards the needs of these people, such as those who need products to clean their music cd's, video/DVD covers, or even their car interior and exteriors. Altering your products in such a way to appeal to a wider audience is only one step in ensuring yourself of a well placed position in any search engine.

A 'deception page' is no longer deceptive if most of the content on the page is real and directly relates to the overall 'theme' of the website. With this knowledge in mind you may use your music site to direct literally thousands of potential customers and visitors to your cleaning products site simply with some well written advertisements.

10. File and Folder Names

Another trick that you may implement into the overall structure of your website is the practice of naming all of the files and folders contained within your site with keywords, thus creating a series of more powerful and 'spider-friendly' URL's for the search engines to index. If you were to implement this file naming convention into your website as standard then this in turn would see your own URL links becoming filled with index able 'keywords', ultimately helping to boost your rankings considerably.

Example:
Your website is filled with files that use plain, yet descriptive names in order to create some sort of logical organization of your site. Names such as...

home.htm, about.htm, contact.htm, products.htm
and...
Home. jpg, about.gif, contact.gif

... Are typical examples of a common range of file names used for many websites today. Imagine for a moment that the content of your website is all about Formula One racing cars. A much better idea to use than the usual method of naming your files is to name them in the following manner...

formula1.htm, grandprix.htm, racing.htm, cars.htm
and...
f1.gif, ferrari.jpg, marlboro.gif

Using the above method as an example will create for you many useful keywords in not only the URL's on your site, but also the links on your pages that lead to other pages on your site.

Naming folders on your website works in much the same way as above, though rather than having folders named simply "img, images, or gfx" why not call them instead "formula1, grandprix, or racing"? Using this method can then turn your average looking URL of http://www.grandprix.com/content/page1.htm into a more index able URL such as: http://www.grandprix.com/formula1/racing.htm

as you can see from this example above, this now puts several more keywords into your URL in turn boosting your rankings considerably with many of the search engines out there.

11. Cascading Style Sheets

Cascading Style Sheets, or CSS for short, are another great way to help create top search engine rankings. Did you know that many search engines will compare the amount of code/html that you have on your pages and compare it with the amount of viewable content? Viewable content is commonly regarded as the text that you can actually see and read on the website itself.

So, it is best to do away with as much code as possible. For this reason, it is also good to make templates by hand. WYSIWYG (What You See Is What You Get) editors really like to slap the code on thick, which can reduce your chances for top search engine results.

The most useful thing that you can do with CSS is to remove the font tags.

Example:
Many website have tags such as these:

<font face="verdana" size="2" color="#000000">...blah, blah, blah...</font>

These font tags can add up to quite a mess, and there is no need for them. ALL content text can be controlled via CSS. Instead of using the more traditional code, try putting this into the head of your template:

<style type="text/css"> td {font-family:verdana; font-size:10pt;} </style>

The above CSS will make sure that everything in a <td> will be at 10pt, and you will never have to worry about font tags again. However, it is not likely that you will only ever want to use that one font size/style. You will also need headings, sub headings and footer texts. You may want to change the color of your links and the color they go when you hover over them with your mouse.

Before you spend any time the above methods, you should do some research and learn about CSS first. This will help you to better implement it into your site and template as much as possible. Look for CSS methods that reduce the need for manual font tags and other non-necessary code within your web pages.

12. Meta Refresh/Robots Tags

Meta Refresh/Robots Tags are not looked upon kindly by search engines and can play a major part in determining the success of your page becoming indexed. Before submitting your web page you should always check your HTML code first for the following Meta Tags. These Tags will be located between the <head> and </head> Tags.

Meta Refresh Tags...

<Meta http-equiv="Refresh" content="0;URL=http://www.url.com/folder/filename.HTML">

This type of Meta Tag is designed to redirect a web browser from your page to another website all together. If you have included a redirect Meta Tag, like the example above, in your .HTML code then the search engine spider will almost always ignore your website and never index any of the content of the page. This is one practice that you should avoid at all times. For example:

Meta Robots Tags...

<Meta name="ROBOTS" content="NOINDEX, NOFOLLOW">

This type of Meta Tag specifically directs robots to ignore the content of that web page, or to ignore certain paths or links to other sections of the website. If you have this robots.txt tag somewhere in your .HTML code then it is strongly recommended that it be removed immediately. You may use this type of Tags on pages that you do not want search engines to index or spider.

13. Free Web hosting

Many free website hosting services use various methods of enforcing their advertising banners onto the pages of your website. This can sometimes cause problematic and/or incomplete indexing of your website in many of the search engines. If you repeatedly have had trouble with getting your free website indexed then it is suggested that you switch to a website hosting provider that charges instead.

14. Headings and Titles

Many search engines use sophisticated algorithms to determine the relevancy of a given page in relation to any given search query. As the methods used to spider a page and index relevant Tags and content change over time, so too do the tricks that can be used in order to attract more search engine spiders to your site.

A common practice is to assign a higher relevancy value to pages where a keyword appears in BOLD.

Example:

  In-between the <b>...</b> or <strong>..</strong> Tags or as part of a heading.

  In-between the <H1>..</H1>, <H2>..</H2> etc. heading Tags.

A keyword that appears in such emphasized text is often assumed to be a heading or a sub-title, and is thus often assigned a higher relevancy value.

Hints:

  Aim to include the most relevant keyword(s) in titles as a heading or bold text.

  If possible, use the heading Tags <H1>, <H2> etc. in preference to <b> and <strong>.

15. Overly Long URLs

There is a popular theory that suggests by implementing more keywords into your URL you will be guaranteeing yourself of a much higher placement in the search engines. Unfortunately this line of thinking has no basis for truth and may actually do your submission more harm than good. There are far more effective ways to enhance your site's rankings with effective use of keywords rather than simply choosing an URL that contains over 7 words or more in the path.

Little, if any value is delivered to the person who implements this system of keyword placement. In fact, using this system will probably guarantee that you'll lose search engine placement because potential customers find it too difficult to remember your URL in the first place.

16. Hidden Text

In addition to indexing the visible, legible text of a webpage, some search engines will also index the hidden text that is written in the form of hidden tags, or comment tags. You may improve your ranking on some engines by including some or all of your keywords as hidden text, hidden within these comment tags.

One example of this is via the use of the <A HREF="#5">ALT= image tag</A>, as is commonly used with all index able and images on a webpage. As well as this more common method, you may also use carefully composed keywords, hidden in comment tags, to insert more text into a page.

Example:

<! -- Hidden text goes here -->

All hidden comment tags are not displayed by the browser, but are indexed however by some search engines. By providing the engines with keywords hidden within these tags you can actually boost your rankings, thus increasing the amount of traffic that you may receive.

Using 'invisible' text is the practice of making the color of the text on the page the same as the background color. As an example... white letters on a white background qualify as hidden text. The reason that many search engines have banned this kind of text is because it is VERY hard to detect it. This is usually a result of the vast number of color combinations that have to be recognized when an engine 'spiders' the page.

Example:
You create a web page that uses a background color of #FFFFFF (white). You then place text on the page and slightly alter the color to make the color of the text #FFFFF0 (off-white), which would now be ALMOST totally invisible.

Many (but apparently not all) of the major search engines now have a policy against this type of technique, and have set up their indexing programs to check for it. When spotted, the penalty can range anywhere from ignoring the text, to refusing to index the page at all, or even worse. This type of practice is now regarded as SPAM by most of the search engines and it highly recommended avoiding including it on your page.

Of course you may come across a well ranked page here and there that is still using hidden text. This should be taken more as an indication that the page has not been re-indexed since the tactic was made 'illegal', than an indication that the search engine allows this practice. Basically, most have come to regard hidden text as too risky, and have moved to doorway pages as an alternative.

17. Page Title

Always try to include the most relevant keyword(s) in the page title. Many engines place a high degree of relevancy on pages that mention a search keyword in the page title. In the HTML source code of the page, the page title is defined in the <TITLE> tag.

Example:
<TITLE>All the information about keyword you will ever need. </TITLE>

Hints:

Do not repeat keywords in the page title. e.g.: keyword, keyword, and keyword.

Keep the page title brief. Including too many keywords may dilute your overall relevancy rating.

Aim to use a grammatically correct sentence as the title, rather than just a list of keywords.

You must spend the necessary time and effort in composing and "fine tuning" an effective page Title describing your website. This is a lot more effective rather than simply using "Welcome to my Home Page" (which, by the way, is a nice comment to make but will not be effective in getting a high ranking placement with the main search engines). The main reason for this is because most of the major search engines actually use the words and phrases found in the title of the website as keywords for searching. Here are some points to avoid when developing and creating a working page title for your web pages:

Untitled pages
            having no Page Title on your page can make it practically impossible to find it in any search engine.

Titles that do not describe individual pages
            almost half of all the badly ranking sites found in many of the major search engines do not specifically identify the homepage in the page title. Most websites simply included the company name in the title, making it impossible for a user to know exactly what particular webpage a bookmark or search result relates to. This is important for companies whose sites are likely to be bookmarked more than once, such as online retailers and financial institutions that provide online account access.

Not putting the company name first
            most bookmarks and favorites that are saved into a web browser are often organized and categorized in an easy and alphabetical way. With this in mind, one would expect to find 'Trellian' under the letter 'T', or 'SEO' with bookmarks starting with 'S'. Thus, the logical conclusion for optimizing this section of your page would be to create the Title with bookmaking in mind. Take a look at the bookmarks in your own web browser and think about how effective and nice a well written Page Title for your page would look. Your Title should be visible, recognizable and found quickly and easily amongst a large list of bookmarks and favorites.

Many search engines do not use Meta Tags when indexing a website and prefer only to index the visible text on a page. For this purpose, some pages might include a list of keywords at the bottom of a page:

Example:
computer,software,hardware,shopping,games,internet,monitors,printers,sale....

This type of practice is often referred to as keyword 'spamming' and you should avoid this practice at ALL costs. You will risk becoming banned from the search engines altogether and this could affect the success of all future submissions. The engines may reject your page completely or downgrade it to force a severe drop in your ranking. The best ranking pages will often have a "healthy" amount of text on them with keywords repeated no more than 3 times in every Meta Tag... so take this into special consideration when designing your page.

There is absolutely no advantage in repeating keywords at all. You should instead consider the first 5 keywords in your Meta Tags as the keywords that you are promoting in order of relevance and importance.

Hint:
If you wish to include an additional list of keywords in the visible text of your page, use them in grammatically correct sentences.

Example:
A broad range of computers and software for sale. We stock monitors and games or printers. Best place for hardware shopping on the internet.

 

18. Page Content

If your page was designed to be fully interactive, fully animated, or simply "Nice looking", which means that the page contains only Images, Flash Animations, Java Script, Image Maps, etc, then there is a strong possibility there is no actual text information (or hardly any text at all) for a search engine spider to use. These types of web pages will usually be ignored by search engines because they are searching for text that can be used to build a searchable profile ready for indexing. Many search engines are now relying more on page content, or the text contained in a web page, rather than just the Meta Tags to determine an engine listing.

To prevent search engines rejecting your page on the grounds of having little or no content, you should always attempt to put lots of useful information and text into the 'body' of your web pages. Make sure that you keep this text purposely focused on the topic related to your site and create the text in such a way that it reflects what your page is all about. Doing this will make your web pages more 'search engine Friendly' and will help to avoid repeated rejection of your submissions.

19. Page Indexing

The time taken for your site to appear in the search engines, especially straight after you have submitted your web page, can vary greatly. It may be instant, or it may take several months depending on the engine that you submitted to... occasionally your site may never appear at all. The submission pages on most engines will give you an approximation as to how long it will take for your site to appear and you should always check with the Terms and Conditions of an engine before you submit.

Submitting your page to a search engine does not guarantee that it will be listed. Some engines review all submissions manually and the administrators can add or reject your submission at their discretion without any notice. When you resubmit, be very patient and check that the information has been updated before you submit again. Be sure not to SPAM or submit your page too often to the larger search engines as this can be very detrimental to your ranking.

20. Page Layout

Surprisingly, page-layout or 'structure' plays a very important and direct role in determining how well a website ranks in a search engine. This particular factor also plays an important part of the search engine Optimization process. A well thought out site, using all the most common design elements in page-layout and functionality, is not only pleasing to the eye, but it is quick and easy to navigate.

When a web surfer navigates the Internet, they either search for the exact piece of information they need or browse for a subject and then follow the links that mostly interests them. This tells us then that browsing and searching are two very important aspects of navigation. However, the ease of browsing depends very much on the layout of the web page that is being viewed. To be truly effective however, the layout of the page must be easy to use. It must blend the banners, texts and graphics into a package of information that is lively and user-friendly to look through.

Good page design is very important for the user in navigating around and through your site easily and effortlessly. It is also equally as important for any search engine spider that is crawling your site.

21. Page Links

Not all search engine spiders will visit your website by visiting your main index page (e.g.: index.htm). If you have not linked each of your web pages with other web pages on your site then you stand the risk of having engines indexing only one or two of your pages when normally you could have almost your entire site being spider and indexed. To overcome this, simply add text links at the bottom of your pages to all of the other pages of your site.

 

22. Page Template

Many webmasters start building a site with the template. When creating a template, it is necessary to make sure that the use of images is kept to a bare minimum. It is not a good idea to use images that span the entire width of a page. It is best to use very small images, and tile them across (or down) the page.

Example:
Let's say that you want to make a navigation bar. Instead of making one long image and placing it into a table, you should use a smaller image such as this:

which is 1 pixel x 20 pixels, which makes:

..Simply by tiling the image across a table. Templates that use this technique have a VERY high change of getting listed well in search engines. Here is the code which was used to make the example bar:

<table width="100%" height="20 cellpadding="0" cellspacing="0" border="0">
<tr>
<td background="img/tile.gif" align="center">Link | Link | Link</td>
</tr>
</table>

The largest image on your template should be your logo. It should not be too big. Its size should be kept to a minimum, and it should be optimized. It is not a good idea to use flashing gif logos, because they can become quite large, thus reducing your chances of obtaining high rankings.

Another great tip is to use as few graphics on a site as possible. Don't make new images for every page. The reason for this is when visitors view your page their web browsers will have to download template images over and over again. However, if all of your pages use the same images, they will be cached and once a site visitor has seen one fully loaded page the rest will show up very quickly. This will even work for visitors that have a slower dialup connection, providing that you have used small/optimized images in the fist place.

23. Stop Words

Some search engines do not record extremely common words in order to save valuable storage space or to help speed up site searches. These are known in the industry as "stop words" and can sometimes include common terms such as 'web', 'internet', etc. Check to make sure that the search engine you are submitting to actually support the use of the keywords you are using.

While it is true that search engines do block some words, it is fewer words than many believe. The easiest way to find out if a word you want to use will be ignored or not is to simply search for that single word in the engine you are submitting to.

 

24. URL Redirection

If you are using an Internet Redirection Service to make it easy for people to remember your website address, or you are using this service in order to 'hide' the actual URL of your page, then please do not use this Redirect URL for your submission. You should by all means use the actual web site URL to submit to the search engines no matter how long the address may be. If you try submitting a redirect URL then search engines will have difficulty indexing the site, and some may ignore your page completely.

Hints:
If you use re-directing entry pages to your main web site, for better search engine results, it is better to remove the automatic re-direction and force the user to manually click a continue button.

25. Using Cookies

A cookie is either a small text file that is located and stored on your hard drive, or some information that is stored in your computer's memory until you close your web-browser. There are many websites on the Internet that may save information on your system in the form of a cookie to allow for any of the following reasons:

• A personalized browsing experience
• Access to a secure implementation
• Better usage-tracking of their website.

Pages that require the use of a cookie can be included in most search engine indexes... whether or not the engine actually accepts the submission will depend on what the cookie is used for. It will also depend on whether or not the page that generates the cookie is located on a secure server.

As a general rule of thumb, search engines will not spider pages that are located on secure servers, and these are especially for pages that are password protected and require the user to 'login' in order to view the site

26. Using Frames

Avoid using frames! ... When creating a main site for submission. Most major search engines do not support them and if you do include them in your web pages then you can actually restrict your listing potential, doing your site more damage than good.

Example:
If the page http://www.url.com/index.HTML is a frame entry page, it may contain very few lines of index able and readable HTML code. Instead, these pages will contain only small amounts of code to create the frames, which in turn forces the browser to load other pages within them. The main problem with using frames is that most search engines will only see the frame loader page and ignore the whole page contained within.

If you simply must use frames, you should by all means submit lead-in pages that are not placed in frames. This means you will be able to place all of your nice frame-based pages in other locations. It will help to ensure that you still obtain a good listing within the search engines. Make sure that you have a decent amount of words on at least a few pages on your website and remember to keep them solely focused on the topics that relate the most to your site.

27. Web site HTML Code Validation

HTML validation service will help us to fine tune our website’s code for error free code W3Schools Mockup validation service is use full in validating the HTML tags

“http://validator.w3.org/ “

28. Link Exchange

Link Exchange ("Reciprocal Link Exchange") is the practice of exchanging links with other websites. The simplest way of doing it is to email another website owner and ask to do a link exchange. You place their link on your site, usually on a links page and the other site in return will place a link back to you.

The essence of link exchanges is that you use a special page to publish links to other sites and get similar back links from them. Search engines do not like link exchanges because, in many cases, they distort search results and do not provide anything useful to Internet users. However, it is still an effective way to increase link popularity if you observe several simple rules.

   - Exchange links with sites that are related by topic. Exchanging links with unrelated sites is ineffective and unpopular.

   - Before exchanging, make sure that your link will be published on a “good” page. This means that the page must have a reasonable Page Rank (3-4 or higher is recommended), it must be available for indexing by search engines, the link must be direct, the total number of links on the page must not exceed 50, and so on.

   - Do not create large link directories on your site. The idea of such a directory seems attractive because it gives you an opportunity to exchange links with many sites on various topics. You will have a topic category for each listed site. However, when trying to optimize your site you are looking for link quality rather than quantity and there are some potential pitfalls. No SEO aware webmaster will publish a quality link to you if he receives a worthless link from your directory “link farm” in return. Generally, the Page Rank of pages from such directories leaves a lot to be desired. In addition, search engines do not like these directories at all. There have even been cases where sites were banned for using such directories.

   - Use a separate page on the site for link exchanges. It must have a reasonable Page Rank and it must be indexed by search engines, etc. Do not publish more than 50 links on one page (otherwise search engines may fail to take some of the links into account). This will help you to find other SEO aware partners for link exchanges.

   - Search engines try to track mutual links. That is why you should, if possible, publish back links on a domain/site other than the one you are trying to promote. The best variant is when you promote the resource site1.com and publish back links on the resource site2.com.

    - Exchange links with caution. Webmasters who are not quite honest will often remove your links from their resources after a while. Check your back links from time to time.

29. Pay per Click

Pay per click, or PPC, is an advertising technique used on websites, especially search engines. Pay per click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a small amount. Variants include pay for placement and pay for ranking. Pay per click is also sometimes known as Cost per Click or CPC.

E.g. Google - Ad Words, Yahoo etc.

30. PAD files Creation and Submission

Portable Application Description (PAD),

PAD files are used to communicate and exchange information between your company and inquiring vendors. PAD is the Portable Application Description, and it helps authors provide product descriptions and specifications to online sources in a standard way, using a standard data format that will allow webmasters and program librarians to automate program listings.  

The PAD file should be created for each downloadable application present in the website

There is several third party software available in the market to create PAD files. By using those we can create PAD files for each downloadable exe. 

PAD File submission to major downloadable directories 

The created PAD file should go in two places. The first is inside your ZIP file so that anyone distributing your software can quickly extract the file and retrieve any information that they need. Inside the ZIP, include the PAD files as PAD_FILE.XML. The second location for PAD files is on your website. Many downloadable sites ask for only the URL to your PAD file, and they do the rest, importing all your file descriptions, sizes, and product information directly from your web site.  

It is important that you use an address on your site that won't change, so don't use a version number in the link. That's because some sites are automatically checking your PAD files for changes on a regular schedule, and when they find a new version of the PAD file, they update their lists immediately.  

31. Search Engine submission

New sites do not need to be "submitted" to search engines to be listed. However, Google and Yahoo offer a submission program such as Google Sitemaps that an XML type feed could be created and submitted. Generally however, a simple link from an established site will get the search engines to visit the new site and begin to spider its contents. It can take a few days or even weeks from the acquisition of a link from such an established site for all the main search engine spiders to commence visiting and indexing the new site.

Once the search engine has found the new site, it will generally visit and start to index the pages on the site, as long as all the pages are linked to with anchor tag hyperlinks. Pages which are accessible only through “Flash or JavaScript” links may not be findable by the spiders.

Search engine crawlers may look at a number of different factors when crawling a site and many pages from a site may not be indexed by the search engines until they gain more page rank or links or traffic. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled, as well as other importance metrics. Described some standards for those decisions as to which pages are visited and sent by a crawler to be included in a search engine's index.

White hat methods

White hat methods of SEO involve following the search engines guidelines as to what is and what isn't acceptable. Their advice generally is to create content for the user, not for the search engines; to make that content easily accessible to their spiders; and to not try to game the system. Often, webmasters make critical mistakes when designing or setting up their websites, inadvertently "poisoning" them so that they will not rank well.

White hat “SEO” attempt to discover and correct mistakes, such as machine-unreadable menus, broken links, temporary redirects, or a poor navigation structure.

Because search engines are text-centric, many of the same methods that are useful for web accessibility are also advantageous for SEO. A detailed case for this common ground, cited by the W3C with respect to Developing a Web Accessibility Business Case, is SEO a Positive Influence on Web Accessibility. Go-ogle has brought the relationship between SEO and accessibility even closer with the release of Go-ogle Accessible Web Search which prioritizes accessible websites.

Methods are available for optimizing graphical content, including ALT attributes, and adding a text caption. Even Flash animations can be optimized by designing the page to include alternative content in case the visitor cannot read Flash.

Some methods considered proper by the search engines:

• Using unique and relevant title to name each page.
• Editing web pages to replace vague wording with specific terminology relevant to the subject of the page, and that the audiences that the site was developed for will expect to see on the pages, and will search with to find the page.
• Increasing the amount of unique content on the site.
• Writing quality content for the website visitors instead of the search engines.
• Using a reasonably-sized, accurate description Meta tag without excessive use of keywords, exclamation marks or off topic terms.
• Ensuring that all pages are accessible via anchor tag hyperlinks, and not only via Java, JavaScript or Macromedia Flash applications or meta refresh redirection; this can be done through the use of text-based links in site navigation and also via a page listing all the contents of the site (a site map).
• Allowing search engine spiders to crawl pages without having to accept session IDs or cookies.
• Developing "link bait" strategies. High quality websites that offer interesting content or novel features tend to accumulate large numbers of back links.
• Participating in a web ring with other quality websites.
• Writing useful, informational articles under a Creative Commons or other open source license, in exchange for attribution to the author by hyperlink.

Black hat methods

"Black hat" SEO are methods to try to improve rankings which are disapproved of by the search engines, typically because they consider such methods deceptive and unrelated to providing quality content to site visitors. Search engines often penalize sites they discover using black hat methods, by reducing their rankings or eliminating their listings from the Search Engine Results Page (SERP) altogether. Such penalties are usually applied automatically by the search engines' algorithms, because the Internet is too large to make manual policing of websites feasible.

Spam indexing is the promotion of irrelevant, chiefly commercial, pages through deceptive techniques and the abuse of the search algorithms. Over time a widespread consensus has developed in the industry as to what are and are not acceptable means of boosting one's search engine placement and resultant traffic.

Spam indexing often gets confused with white hat search engine optimization techniques, which do not involve deceit. Spamming involves getting websites more exposure than they deserve for their keywords, leading to unsatisfactory search results. Optimization involves getting websites the rank they deserve on the most targeted keywords, leading to satisfactory search experiences.

When discovered, search engines may take action against those found to be using unethical SEO methods. In February 2006, Go-ogle removed both BMW Germany and Ricoh Germany for use of these practices

32. Search Engine Resubmission

As an increasing number of engines are implementing a 'NO-SPAM' submission policy, it is essential to pay careful attention to a strict formula when submitting your site. If search engines receive the same submission often in a short period of time, they might reject your submission, give you a lower ranking, or even ban you from re-submission all together. Engines usually require a rest period of up to 30 days, so one submission per month to the bigger commercial search engines is strongly advised.

Submissions to the FFA links can be more frequent as these sites update and refresh their links on a daily basis. Re-submitting to an FFA link once a week should be fine, though it is strongly recommend that you alternate between 1-2 weeks for these sites. If submissions fail to get through to any of the engines, such those that have 'timed-out', failed, or are still pending, then you may re-submit to these as often as you like until they are accepted.

Suggestions:

DO NOT resubmits the same webpage to a search engine more than once every 28 days.

DO NOT resubmits the same web page to an FFA link or classified site more than once every 7-14 days.

DO re-submit to the pending, failed or 'timed-out' sites once a day after a submission. (Doing this may help you 'pick-up' those engines and links that did not respond the first time around, including any failed sites that may still remain).

33. Conclusion

Instead of a conclusion: promoting your site step by step

Using the above techniques will optimize our website to its maximum extent 

Also with the use of some of the tools like

Ranking Monitor, Link Popularity Checker, Site Indexation Tool, Log Analyzer, Page Rank Analyzer, Keyword Suggestion Tool, HTML Analyzer, Back link Builder, Keyword Density Checker, Redirect Check, Ad sense Calculator, Site Link Analyzer

Using this kind of tools available on the net we can find suggestions to improve our website’s SEO and also to analyze our site status to improve our web site ranking. 

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