Search Engine Optimization All-in-One For Dummies, 4th Edition
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Search engine optimization starts on your own website. Focus on ensuring that your content, server setup, and internal links communicate expertise and professionalism to search engines and visitors. Strive to make your website equal to your competitors first, and then focus on surpassing them. As you work to improve your website, stay organized by using this checklist to coordinate your SEO campaign:

  • Do keyword research.

  • Create a Title tag (</span>).</p> </li> <li><p class="first-para">Create a <span class="code">Meta</span> description tag.</p> </li> <li><p class="first-para">Create a <span class="code">Meta</span> keywords tag.</p> </li> <li><p class="first-para">Create heading tag(s) in hierarchical order, headline style.</p> </li> <li><p class="first-para">Have a minimum of 400 words of textual content.</p> </li> <li><p class="first-para">Include descriptive <span class="code">Alt</span> attributes on all images.</p> </li> <li><p class="first-para">Consistently use <span class="code">Strong</span> and <span class="code">Bold</span> tags (<span class="code"><strong></span> and <span class="code"><b></span>).</p> </li> <li><p class="first-para">Use fully qualified links (begin all links with <span class="code">http://</span>).</p> </li> <li><p class="first-para">Use a sitemap to outline silos.</p> </li> <li><p class="first-para">Never exceed 99 links on a page.</p> </li> <li><p class="first-para">Use text navigation, rather than image maps, JavaScript, or Flash-based navigation.</p> </li> <li><p class="first-para">Externalize JavaScript/CSS code.</p> </li> <li><p class="first-para">Have a <span class="code">Robots.txt</span> file.</p> </li> <li><p class="first-para">Use web analytics tools to monitor traffic and ROI (return on investment).</p> </li> <li><p class="first-para">Include image names.</p> </li> <li><p class="first-para">Create a privacy statement.</p> </li> <li><p class="first-para">Include contact information.</p> </li> <li><p class="first-para">Check server logs or webmaster tools for server errors.</p> </li> <li><p class="first-para">Use 301 Redirects over 302 Redirects.</p> </li> <li><p class="first-para">Test mobile usability of your site (with tools like Google’s Mobile-Friendly Test).</p> </li> <li><p class="first-para">Check Google Search Console for reported manual penalties.</p> </li> <li><p class="first-para">Improve site speed using tools like Google PageSpeed Insights.</p> </li> </ul>

About This Article

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About the book authors:

Bruce Clay has been a search engine optimization consultant since before there was Google. Today, Bruce Clay, Inc., is a leading search marketing company providing SEO services and consulting, pay-per-click advertising management, content development, and social media marketing services. Learn more at bruceclay.com. Kristopher B. Jones is the founder and former CEO of digital marketing agency and affiliate network Pepperjam, which he sold to eBay in 2009. He most recently founded three-time SEO agency of the year finalist LSEO.com and DIY Software company DoItYourselfSEO.com.

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