Search Engine Optimisation – SEO Tutorial
Bruce Clay, Inc.'s search engine optimisation tutorial is a step-by-step SEO guide that will teach you how to optimize a website for search, complete with free SEO tools! Are you a website owner concerned that your site doesn't show up in Google? Or are you planning a website and want to make it search-friendly from the ground up? Whatever your situation, this tutorial will teach you all the SEO basics and important SEO tips to help you optimize your web pages to be found in search engines.
Our SEO tutorial covers only "white hat" methodology that adheres to search engine guidelines. Our founder, Bruce Clay, set the standard for ethical web marketing by authoring the "SEO Code of Ethics," now translated into 18 languages. A respected leader in the ever-changing search marketing industry since 1996, our company provides Internet marketing services, software tools, and SEO training. In fact, thousands of people have attended our classroom-style training courses throughout the U.S. and internationally. This combined expertise makes Bruce Clay, Inc. uniquely qualified to present an ethics-based, search engine-friendly SEO tutorial to teach you best practices that reflect the latest developments in search.
What Is SEO?
Search engine optimisation (SEO) is the science/art of increasing traffic to a website by helping it rank higher in organic (non-paid) search results. SEO tips and strategies that are trustworthy aim to improve both internal and external factors that influence a website's ranking (aka "on page" and "off page" elements) for SEO. Optimisation involves some web programming expertise combined with business, writing, marketing, branding and even competitive puzzle solving skills. If you do all of this right (or at least the best among your competitors), you can achieve higher search engine rankings in the organic sections of search engine results pages. And you can have a website capable of maintaining your revenue goals.
How Does a Website Rank?
Search engines want to show the "best" results possible — the most relevant, most expert and highest quality web pages that will satisfy the searcher. To do this, the engines look at more than 200 factors to determine a site's relevance to a search request. Some of these factors are woven into the fabric of the website ("on-page" factors). Others are trust signals based on links from reputable sites and (in some cases) social media engagement. No single web page, even with the best search engine optimisation in the world, can be perfect in all 200+ ranking factors. Furthermore, no one knows precisely what the factors include or how they are weighted to determine the search results for a given keyword or query. So what's an SEO to do? This SEO tutorial teaches you a "beat the leader" approach to search engine ranking. To see what Google or Bing thinks is best for any specific attribute, you can look at the sites they are currently rewarding — the top-ranked results. Once you know what structural and content choices worked for the "leaders," you can do even better by making your pages the "least imperfect"!
There are no search engine optimisation secrets or tricks — just ranking methodologies to follow in order to help a site that offers value to users beat the competition in search results. Today's SEO must be committed not just to optimizing a website, but also to making it a quality site that attracts links naturally and is worthy of ranking. This bears repeating:
It is not the job of search engine optimisation to make a pig fly.
It is the job of SEO to genetically re-engineer the website so that it becomes an eagle.
– Bruce Clay
Creating a website that can achieve high ranking involves more than just technical skills, or content writing, or links, or engagement objects or search engine submission alone; it requires an integrated effort. It is difficult to accomplish this type of project without a formal, proven SEO methodology and strong search engine optimisation tools. This SEO tutorial is an entry-level how-to guide covering all of that and more. It's like taking a free SEO training course!
Before you begin, you should understand that being among the top 3 rankings in search engine results can be achieved, but not without great effort. Your web pages must earn that high ranking with high-quality content and best-practice SEO optimisation basics. Still, even for the best websites, maintaining a top organic SEO ranking requires constant keyword monitoring and content reworking. Search engine optimisation never rests — but neither does your competition.
What's in This SEO Tutorial?
This SEO how-to guide follows the proven keyword-placement methodology that Bruce Clay has taught thousands of students worldwide in our renowned SEO training courses. And we've also provided free SEO tools and many bonus videos to help you every step of the way.
To make sure your education is well-grounded and effective, these pages cover a wide range of Internet marketing-related subjects. Here you'll learn SEO tips for:
- Step 1: Keyword Research – How to Select Keywords
Includes: Keyword Suggestion tool
- Step 2: Competitive Research – Who's Your SEO Competition?
Includes: Top-Ranked Websites by Keyword tool
- Step 3: SEO Competitive Analysis – Spy on Your Competition
Includes: Single Page Analyzer
- Step 4: Choosing Keywords for SEO Relevance
Includes: Search Engine Optimisation/KSP tool
- Step 5: Key Considerations when Writing Content
- Step 6: How to Use Keywords in Content
- Step 7: How to Optimize Website Content for SEO
Includes: Domain Indexing Report,
SEO Multi-Page Information tool, Single Page Analyzer
- Step 8: How to Submit a Website to Search Engines
Includes: Check Server Page tool
- Step 9: Sitemaps – How to Create a Sitemap
- Step 10: Using Rich Media to Engage Your Site Visitors
- Step 11: How to Optimize Multimedia Content for SEO
- Step 12: Siloing – How to Structure Your Website
- Step 13: Link Building – How to Attract Quality Links
Includes: Link Analysis Report, Pages Indexed and Inbound Links Report
- Step 14: Avoiding Google Penalties
- Step 15: Monitoring Backlinks and Link Pruning
- Step 16: Technical SEO Tips
Includes: SEO Cloaking Checker tool
- Step 17: Mobile SEO and UX Optimisation
- Step 18: How to Monitor Search Engine Rankings & SEO Progress
Includes: Single Page Analyzer
- Conclusion: Repeat – SEO: The Job That's Never Done
Ready to learn? Let's get the Bruce Clay SEO Tutorial started! It begins with keyword research.
Looking for a short SEO Optimisation Checklist? Try ours!
Search Engine Relationship Chart®
We think it is important that you learn how the search engines relate to each other. View our Search Engine Relationship Chart®. This is a Flash rendering of our famous FREE PDF that is suitable for color printing, and all the links are active! The Search Engine Relationship Chart® has evolved quite a bit over the years; check out the Search Engine History - Chart Histogram to see how much it has changed.
Bruce Clay®, Inc. was singled out as the Best Professional Services Interactive Application award winner for 2004 by the IAC Web Marketing Association for this Search Engine Relationship Chart.
SEO Hierarchy of Needs
There's a hierarchy to be considered when developing any SEO strategy. To help businesses and marketers apply this strategy of prioritization, the SEO Hierarchy of Needs shows the relative place of search engine optimisation tasks.