Sample SEO Best Practice Guide
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This guide provides a structured process for planning and optimizing search engine marketing (SEM) campaigns for natural search marketers. It introduces key SEM concepts and outlines seven critical success factors for SEM: 1) Planning and keyphrase analysis, 2) Setting goals for search engine marketing, 3) Keyword variant behavior understanding, 4) Understanding different types of keyphrases, 5) Link building, 6) A structured process for SEM, and 7) Conversion efficiency measurement and tracking.
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4/5
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Example: <An example from a real site, search listings or search engine syntax>
Best practice: <A series of recommendations, starting with the most important>
What to watch <Related factors to consider>
for? <Possible penalties or negative ranking factors associated with misapplication of factor>
<Tools to apply>
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Keyphrase priority Purpose of target keyphrase Example
Primary keyphrase(s) The main keyphrase the page is targeted Cheap phone bills
for which is searched for most commonly.
Secondary An alternative to the main phrase that is Phone bill saving
keyphrase(s) searched upon less often.
Tertiary keyphrase(s) Other alternatives. Reduce phone bill, lower phone
bill, cutting phone bill, UK.
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SEO Accurate use of HTML markup Applies to: Importance:
Ranking standards Each page on site 3/5
Success
Factor
What is it? Accurate use of the HTML standards in line with the Worldwide Web Consortium (W3C) (www.w3.org). Use
of markup tags. Furthermore, search engines have specific standards or approaches for the way they
interpret page markup, to provide you with extra help with this area.
Example: This survey by Google (http://code.google.com/webstats/index.html) highlights some errors in coding such as
the way the meta tag often coded wrongly for different areas of markup.
Best 1. Follow the markup standards suggested by the W3C
practice: 2. Use the latest HTML syntax recommended by search engines where known.
3. Check for quality of page coding through HTML validation tools. Are you using latest coding techniques for
different parts of the site?
Find out more: http://validator.w3.org/
What to ! Evaluate across different areas of code: <head> including document definition, title and meta tags,
watch for? ! Key <body> elements include markup for table and hyperlinks (e.g. rel=!nofollow" and title=!!) and
img attributes.
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Required feature of link Example
1. Anchor text. Text links preferably contain Good: <company name> + <main product names>
relevant anchor text for target keyphrases
such as product names. Poor: Click here
2. Adjacent text. Plain text next to a link is Good: Company name specialising in <main product
valuable if relevant. If the company name is name(s)>
used as the link, then the adjacent text is
relevant.
3. Domain or link popularity aka PageRank of To check backlinks
site. http://siteexplorer.search.Yahoo.com to test number of
links to a site.
The site overall should have a large number
of external or backlinks # ideally more than To check PageRank, use the Google Toolbar or a
50 external links. service such as SearchStatus which also includes
Compete Rank as a further indication:
A site with a homepage Rank of four or above is most
valuable
Take the title or h1 from the site and copy it into
Google. If the site ranks no one it shows authority.
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301 Redirect (permanent Interpreted by search engine robot that the current domain is no longer valid. All links to the
redirect) domain (and PageRank) are typically assigned to the site which is pointed to by the redirect.
Used to amalgamate PageRank and give a single URL for a company or group of products.
This redirect is implemented on the server (server-side).
302 Redirect (temporary Interpreted by search engine robot that both the target domain and the current domain are
redirect) temporarily invalid. Use for geolocation to point country specific domains (ccTLDs) as
separate listings. But note this is used for domain hijacking and as a consequence can result
in sites getting penalised. This redirect is implemented on the server (server-side).
Accessibility An approach to site design intended to accommodate site usage using different browsers
and settings particularly required by the visually impaired.
!Alt" image tags $%&'()*&+,)-&./0,1(&1,23%-,/&*(,'&./,*&4,(&5/,6()77/4,1/819,&003*)&1/7,:)1(,1(/-,1(&1,)0,
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accessibility compliance (screen-readers used by the blind and visually impaired read out the
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Affiliate marketing Typically, a commission-based arrangement where referring sites (publishers) receive a
commission on sales or leads by merchants (retailers). A lead may be based on data
captured during an enquiry, or it could be simply a visitor to the site (a click), in which case it
overlaps with paid-search marketing.
Authority pages A concept related to Hilltop. A page which contains many inbound links about a topic.
6A8'/%1,'&./09,Bhubs) are given more weighting to identify authority pages.
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- 26. [GXG *%-%/&.1;'$%F,9#"5%5'D0#'0,&.:.I"&.01' 8%D0#%'F0+'5&"#&'0,&.:.5.1;',";%5L'0#'">>.1;'1%]'/01&%1&'&0'F0+#']%J5.&%L'F0+'1%%>'"',-"1'&0' 9.;9-.;9&'&905%'$%F,9#"5%5']9./9'F0+'"#%'&"#;%&.1;'D0#'%"/9'/01&%1&'5%/&.01G'_+&90#5'"1>'%>.&0#5' :+5&'J%':">%'"]"#%'0D'&9.5',-"1G'' @&!5'.:,0#&"1&'D0#'F0+'&0'J%'/-%"#'"J0+&'&9%'$%F,9#"5%5'F0+'"#%'&"#;%&.1;'01'%"/9',";%G'^0+'590+->' 9"3%'01%'/0#%'$%F,9#"5%L'"'5%/01>"#F'$%F,9#"5%'"1>'&]0'0#'&9#%%'&%#&."#F'$%F,9#"5%5G''' Keyphrase priority Purpose of target keyphrase Example Primary keyphrase(s) The main keyphrase the page is targeted Cheap phone bills for which is searched for most commonly. Secondary An alternative to the main phrase that is Phone bill saving keyphrase(s) searched upon less often. Tertiary keyphrase(s) Other alternatives. Reduce phone bill, lower phone bill, cutting phone bill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f9.-%'&9%#%':.;9&'J%'"'-0">'0D'5%"#/9'&#"DD./'D0#'"'01%H]0#>'5%"#/9'&%#:L'.&'/"1'J%'+1/-%"#']9"&' &9%'.1&%1&'0D'&9%'5%"#/9%#'.5L'"1>'/0:,%&.&.01':"F'J%'D.%#/%G'h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`'2/015+-&"1/FG/0:'Q&>'XVNN'
- 27. [GOG 4";%':"#$+,'D"/&0#5' L"$).<;-)".( <9%'D0--0].1;'5%/&.01'U,";%5'NOmHNZNW'9"5'J%%1'#%3.%]%>'"1>'+,>"&%>'JF'a0%'=#.%>-%.1L'C2AL'8#0]5%#'!%>."G'' (%5,.&%'&9%'%:%#;%1/%'0D':"1F'50,9.5&./"&%>'/01&%1&':"1";%:%1&'5F5&%:5'"1>'%H/0::%#/%' 590,,.1;'/"&"-0;+%5L'&9%'/#%"&.01'0D']%J',";%5'%DD%/&.3%'D0#'*2A'5&.--'D+1>":%1&"--F'#%-.%5'01' :"5&%#F'0D'&9%'h<!Q'/0>.1;'+5%>'&0'D0#:',";%5G'' *,%/.D./"--FL'"//+#"&%'+5%'0D'&9%'h<!Q'5&"1>"#>5'.1'-.1%'].&9'&9%'f0#->].>%'f%J'C0150#&.+:' U]]]G]OG0#;W'.5'.:,0#&"1&G'' =+#&9%#:0#%L'5%"#/9'%1;.1%5'9"3%'4/+3<,<3(4)&$'&.'4'0#'",,#0"/9%5'D0#'&9%']"F'&9%F'.1&%#,#%&' ,";%':"#$+,G' SEO Accurate use of HTML markup Applies to: Importance: Ranking standards Each page on site 3/5 Success Factor What is it? Accurate use of the HTML standards in line with the Worldwide Web Consortium (W3C) (www.w3.org). Use of markup tags. Furthermore, search engines have specific standards or approaches for the way they interpret page markup, to provide you with extra help with this area. Example: This survey by Google (http://code.google.com/webstats/index.html) highlights some errors in coding such as the way the meta tag often coded wrongly for different areas of markup. Best 1. Follow the markup standards suggested by the W3C practice: 2. Use the latest HTML syntax recommended by search engines where known. 3. Check for quality of page coding through HTML validation tools. Are you using latest coding techniques for different parts of the site? Find out more: http://validator.w3.org/ What to ! Evaluate across different areas of code: <head> including document definition, title and meta tags, watch for? ! Key <body> elements include markup for table and hyperlinks (e.g. rel=!nofollow" and title=!!) and img attributes. ' ' ' !"#$%&'()*+#&,-'.)/'0*),1+%-",*231'.+%%'!04'5&1-'6/"*-7*&'8+7(&9' !"#$%"&'()*+(,-%%(.+/".)(,."01( ' 9&&,E))%/015+-&"1/FG/0:)#%,0#&5)5%"#/9H%1;.1%H0,&.:.I"&.01H5%0HJ%5&H,#"/&./%H;+.>%'' ' @2A(B+4)(:.&3)<3+(C-<'+''' 4";%'Nm' _--'#.;9&5'#%5%#3%>G'R0',"#&'0D'&9.5',+J-./"&.01':"F'J%'#%,#0>+/%>'0#'&#"15:.&&%>'.1'"1F'D0#:'0#'JF'"1F':%"15L'%-%/./'0#':%/9"1./"-L'.1/-+>.1;',90&0/0,FL'#%/0#>.1;'0#'"1F'.1D0#:"&.01'5&0#";%' "1>'#%&#.%3"-'5F5&%:L'].&90+&',#.0#',%#:.55.01'.1']#.&.1;'D#0:'&9%',+J-.59%#G'C0,F#.;9&'`'2/015+-&"1/FG/0:'Q&>'XVNN'
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- 29. YG _,,%1>.7'KE'C9%/$-.5&'D0#'b+"-.&F'-.1$5' @1&%#1"-'5&"DDL'F0+#'*2AL'4P'0#'>.;.&"-'";%1/F'0#'.1>%%>'"1F01%'.130-3%>'.1';".1.1;'-.1$5'D0#'F0+#' 5.&%L'/"1'0D&%1'J%'+1"]"#%'0D'50:%'0D'&9%'1+"1/%5'.130-3%>G' <9.5'.5'"'/9%/$-.5&']9./9'5+::"#.5%5'&9%':".1'.55+%5']%'9"3%'>.5/+55%>'.1'&9%'#%,0#&G'' 6<$94(";)&<$+'(0-4)(*&F+()*+(,"%%"#<$E(3*&.&3)+.<4)<34()"(;+(F&%-&;%+1( Required feature of link Example 1. Anchor text. Text links preferably contain Good: <company name> + <main product names> relevant anchor text for target keyphrases such as product names. Poor: Click here 2. Adjacent text. Plain text next to a link is Good: Company name specialising in <main product valuable if relevant. If the company name is name(s)> used as the link, then the adjacent text is relevant. 3. Domain or link popularity aka PageRank of To check backlinks site. http://siteexplorer.search.Yahoo.com to test number of links to a site. The site overall should have a large number of external or backlinks # ideally more than To check PageRank, use the Google Toolbar or a 50 external links. service such as SearchStatus which also includes Compete Rank as a further indication: A site with a homepage Rank of four or above is most valuable Take the title or h1 from the site and copy it into Google. If the site ranks no one it shows authority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`'2/015+-&"1/FG/0:'Q&>'XVNN'
- 30. mG B-055"#F' 301 Redirect (permanent Interpreted by search engine robot that the current domain is no longer valid. All links to the redirect) domain (and PageRank) are typically assigned to the site which is pointed to by the redirect. Used to amalgamate PageRank and give a single URL for a company or group of products. This redirect is implemented on the server (server-side). 302 Redirect (temporary Interpreted by search engine robot that both the target domain and the current domain are redirect) temporarily invalid. Use for geolocation to point country specific domains (ccTLDs) as separate listings. But note this is used for domain hijacking and as a consequence can result in sites getting penalised. This redirect is implemented on the server (server-side). Accessibility An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired. !Alt" image tags $%&'()*&+,)-&./0,1(&1,23%-,/&*(,'&./,*&4,(&5/,6()77/4,1/819,&003*)&1/7,:)1(,1(/-,1(&1,)0, not seen by the user, but will be indexed by the search engine. This is required for accessibility compliance (screen-readers used by the blind and visually impaired read out the 6&+19,1&.0;<,=>1,)0,&+03,>0/7,=?,1(/,0/&%*(,/4.)4/0,13,7/1/%-)4/,%/+/5&4*/@ Affiliate marketing Typically, a commission-based arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (retailers). A lead may be based on data captured during an enquiry, or it could be simply a visitor to the site (a click), in which case it overlaps with paid-search marketing. Authority pages A concept related to Hilltop. A page which contains many inbound links about a topic. 6A8'/%1,'&./09,Bhubs) are given more weighting to identify authority pages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`'2/015+-&"1/FG/0:'Q&>'XVNN'
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