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Search Engine Optimization
Starter Guide
Welcome to
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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
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6
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)!
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10
14
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0
1
Googlebot
Crawling content
on the Internet for
Google's index
every day, every
night, non stop.
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6
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0
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>
<meta name="description=" content="Brandon's Baseball Cards provides a
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
video by
Google engineer Matt Cutts, and this helpful
. 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.
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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
Diagram of a Google search results page
5
Avoid:
Avoid:
Avoid:
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