search-engine-optimization-google-starter-guide.pdf

Search Engine Optimization

Starter Guide

Welcome to G o o g l e 's

Search Engine Optimization

Starter Guide

This document irst began as an efort to help teams within Google,

but we thought it'd be just as useful to webmasters that are new to

the topic of search engine optimization and wish to improve their

sites' interaction with both users and search engines. Although this

guide won't tell you any secrets that'll automatically rank your site

first for queries in Google (sorry!), following the best practices

outlined below will make it easier for search engines to crawl, index

and understand your content.

Search engine optimization is often about making small modiications

to parts of your website. When viewed individually, these changes

might seem like incremental improvements, but when combined with

other optimizations, they could have a noticeable impact on your

site's user experience and performance in organic search results.

You're likely already familiar with many of the topics in this guide,

because they're essential ingredients for any web page, but you may

not be making the most out of them.

Even though this guide's title contains the words "search engine",

we'd like to say that you should base your optimization decisions irst

and foremost on what's best for the visitors of your site. They're the

main consumers of your content and are using search engines to ind

your work. Focusing too hard on speciic tweaks to gain ranking in the

organic results of search engines may not deliver the desired results.

Search engine optimization is about putting your site's best foot

forward when it comes to visibility in search engines, but your

ultimate consumers are your users, not search engines.

Your site may be smaller or larger than our example site and offer

vastly diferent content, but the optimization topics we discuss below

should apply to sites of all sizes and types. We hope our guide gives

you some fresh ideas on how to improve your website, and we'd love

to hear your questions, feedback, and success stories in the Google

Webmaster Help Forum.

Table of Contents

SEO Basics

Create unique, accurate page titles

Make use of the "description" meta tag

Improving Site Structure

Improve the structure of your URLs

Make your site easier to navigate

Optimizing Content

Ofer quality content and services

Write better anchor text

Optimize your use of images

Use heading tags appropriately

Dealing with Crawlers

Make efective use of robots.txt

Be aware of rel="nofollow" for links

SEO for Mobile Phones

Notify Google of mobile sites

Guide mobile users accurately

Promotions and Analysis

Promote your website in the right ways

Make use of free webmaster tools

From here on, I'll be

explaining various points

on search engine

optimization (SEO)!

Googlebot

Crawling content

on the Internet for

Google's index

every day, every

night, non stop.

An example may help our explanations, so we've created a ictitious

website to follow throughout the guide. For each topic, we've leshed

out enough information about the site to illustrate the point being

covered. Here's some background information about the site we'll

use:

Website/business name: "Brandon's Baseball Cards"

Domain name: brandonsbaseballcards.com

Focus: Online-only baseball card sales, price guides, articles,

and news content

Size: Small, ~50 pages

Search engine optimization affects only organic search results, not

paid or "sponsored" results such as Google AdWords.

“Paid” Search, AdWords

Organic Search

SEO Basics

Create unique, accurate page titles

Indicate page titles by using title tags

<html>

<head>

<title>Brandon's Baseball Cards - Buy Cards, Baseball News, Card Prices</title>

large selection of vintage and modern baseball cards for sale. We also offer

daily baseball news and events in">

</head>

<body>

A title tag tells both users and search engines what the topic of

a particular page is. The <title> tag should be placed within the

<head> tag of the HTML document (1). Ideally, you should create a

unique title for each page on your site.

Page title contents are displayed in search

results

(1) The title of the homepage for our baseball card site, which lists the business

name and three main focus areas.

If your document appears in a search results page, the contents of

the title tag will usually appear in the irst line of the results (if

you're unfamiliar with the different parts of a Google search result,

you might want to check out the anatomy of a search result video by

Google engineer Matt Cutts, and this helpful diagram of a Google

search results page ) . Words in the title are bolded if they appear in the

user's search query. This can help users recognize if the page is

likely to be relevant to their search ().

The title for your homepage can list the name of your website/

business and could include other bits of important information like

the physical location of the business or maybe a few of its main

focuses or oferings ().

() A user performs the query [baseball cards]. Our homepage shows up as a result,

with the title listed on the first line (notice that the query terms the user searched

for appear in bold).

If the user clicks the result and visits the page, the page's title will appear at the top

of the browser.

() A user performs the query [rarest baseball cards]. A relevant, deeper page (its

title is unique to the content of the page) on our site appears as a result.

Glossary

Search engine

Computer function that searches data available on the Internet using keywords or

other speciied terms, or a program containing this function.

<head> tag

An element that indicates the header in an HTML document. The content of this

element will not be displayed in a browser.

HTML

Abbreviation for HyperText Markup Language, a language used when describing web

page documents. It denotes the basic elements of web pages, including the document

text and any hyperlinks and images embedded within.

Search query

Single or multiple terms which are input by the user when performing a search on

search engines.

Best Practices

Accurately describe the page's content

Choose a title that efectively communicates the topic of the page's content.

choosing a title that has no relation to the content on the page

using default or vague titles like "Untitled" or "New Page 1"

Create unique title tags for each page

Each of your pages should ideally have a unique title tag, which helps Google know how the page is

distinct from the others on your site.

using a single title tag across all of your site's pages or a large group of pages

Use brief, but descriptive titles

Titles can be both short and informative. If the title is too long, Google will show only a portion of it in

the search result.

using extremely lengthy titles that are unhelpful to users

stuing unneeded keywords in your title tags

Page titles are an

important aspect of

search engine

optimization.

Links

The anatomy of a search result

http://googlewebmastercentral.blogspot.com/007/11/anatomy-of-search-result.html

Diagram of a Google search results page

http://www.google.com/support/websearch/bin/answer.py?answer=5891

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