Search Engine Optimisation for Everyone
Without paying for Ads
The first and basic process of affecting the visibility of a website in a search engines without paying for Ads, is often referred to a “natural indexation” using best-practices while implementing a website.
These practices should be implemented since the beginning, here you are a summary:
- A construction, logical and coherent structure of the content.
- Choice of Semantic Domain Names which include explicit “keywords”.
- A primary domain name with several “aliases” to increase indexation (2-5 different domain names for example).
- Canonical hyperlinks with a clear syntax such as “domain.com/<product-service-name-town-etc.>“.
- Include HTML meta descriptions into the source code of the header (<head>) and name give a title to all images (title=” ” and/or alt=” “) that are visible in the source code.
- Create a sitemap.xml file that will list all the pages of the website.
- Coherence using heading titles and sub-titles such as “h1, h2, h3″, etc. (Header1, Header2, etc.) in every page.
- Cross-links with partners or external sources.
- Coherent and quality text content with detailed information without too much redundancy.
- A SSL certificate for https encryption (if not penalised).
- Use responsive technologies (for all devices), avoid “404 not found” pages and perform regular monitoring.
Some useful tools:
SEO target different kinds of elements
SEO target different kinds of search, including image / photos search, local search, videosearch, academic search, news search, industry-specific vertical search engines and cross-linksearches.
Among the most well-known updates, there are Google Panda (2011: for “low-quality sites”) and Google Penguin (2012: decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines). These two updates have the goal of penalizing sites of poor quality.
The first one, Google Panda, penalize all sites with duplicate content, i.e., all sites that used content they did not own. The content present on a site must therefore be unique, relevant, and interesting to web users. Content is king, so take the time to draft quality content.
The second algorithmic penalty is called Google Penguin. This penalty consists of downgrading sites benefiting from poor-quality or overly external links in an inappropriate way. So, favor links that will generate traffic for you, from sites with high popularity and confidence.
In the case of a manual penalty, a message is sent to the webmaster of the site in question from the Google webmaster center, and the site is downgraded in the search results, i.e., it will move down over all the “keywords” that generate traffic for it. And when a penalty like this is levied, it is not always easy to recover.