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The Ultimate SEO Guide for Search Engine Optimizers

By November 19, 2014 SEO Advice

Search Engine OptimizationFor anyone that has a website, understanding search engine optimization or at least having a grasp on the basic concepts of “SEO” can be critical to your online businesses success. There is a great amount of fundamental SEO rules that everyone should know when trying to get their website to rank high in search engines.

This is why I have created The Ultimate SEO guide for Search Engine Optimizers because even understanding just a small amount of this knowledge can take you a long way in building high ranking websites.

Search Engine Optimization (SEO) always begins with your website. There is a right way and a wrong way to optimize the content on your webpages for Google spiders to crawl your site. If you don’t know what spiders are, that is OK, that’s why you are here and I will explain everything in this guide! I can guarantee you, that if you read through this entire SEO guide, you will at least walk away with a better idea of what SEO is and how it affects your website rankings in search engines. You will also be able to apply some of these strategies to your own website and watch how it will climb the rankings.

Before we begin, let’s take a trip to my early days of web design.

Before Content Management Systems, I used to create websites the old fashion way. Designing in Photoshop, exporting slices, opening the HTML template in Dreamweaver, then plugging in all the HTML code with CSS styles. This was a long and tiresome process but still had great looking results.

I will admit, in the beginning (note I am talking about the early 2000’s) I did not understand search engines.

Let’s fast forward a bit (mid 2000’s)

now I am developing with Joomla! an awesome Content Management System! Joomla came with all these handy plugins and some SEO qualities. However, I was noticing that many of my websites developed were just not making the cut in Google for high rankings.

Where have you been all my life?

Around 4 years ago, I was introduced to WordPress, and I have not look back. Thankfully, great developers in the WordPress community have been dedicated to creating  tools to score high rankings in Google for keywords. More specifically, I thank Yoast SEO Plugin, which is the only plugin I use for my search engine optimization on WordPress and I recommend it to everyone using wordpress.

The Yoast WordPress Plugin takes you step by step setting up each technical setting and also gives you the Keyword Analysis for each post. I recommend downloading this plugin, or better off, if you are shopping around for web hosting packages, you can just stick with the Scale Up servers where the plug-in already comes pre-installed.

Ok, now we have all the Technical programming aside, let’s jump into getting higher rankings for your keywords!

What is Page Rank and Domain Authority?

As I mentioned before, there is a right way and a wrong way to SEO your website. This is categorized as either White Hat SEO or Black Hat SEO. The only thing that I will discuss here is White Hat best practices to search engine optimize your website. I am not interested in Black Hat SEO or taking shortcuts to SEO, because Google’s primary focus is to squash out any attempts to workaround the Search Engine Optimization best practices.

Page Rank is how Google views your website page in the search engines. This is determined by an algorithm that is set by Google. Anyone who claims they know how the algorithm works is a liar, and you should not take their advice. Here is how you check your website’s Page Rank


So what is your site page rank?

As I am writing this blog, EliteGurus.com is in fact a PR 1. And I am hoping that Google will eventually grant me a higher page rank for explaining these next steps to raising your Page Rank for your website and growing your Domain Authority, because I am teaching the proper way to do so.

Also, I need your help to raise my page rank, I will explain in detail but the more you share the EliteGurus.com content on your blog / website and through Social Media like Twitter, Facebook, Google Plus and Linkedin, you will help boost my Page Rank and Domain Authority.

So please share this article on your website, and I will cross my fingers that Google allows me a higher Page Rank soon so that more people will receive my training methods :)

What is Domain Authority?

Your website Domain Authority is judged by the amount of websites linking back to your website. This is where many “SEO Experts” claim that they can create huge results for your domain. In fact, many Link Building tactics can work to create higher rankings. However, you are at risk of being penalized by Google for Link Building.

If too many link backs from Page Rank 0 websites happen too fast, you will be penalized. If you are listing on domains that have been red flagged, you will be penalized. If you are only linking back from comment sections of websites, you will be penalized.

Basically, do not attempt to cut corners with your Link Building, and as Matt Cutts (head of Google’s Webspam team) says, just write quality content and share this out through Social Media channels. Giving users the opportunity to share this content through their social media and on their site.

It is a fact that right now, as you are reading this, there are internet marketers attempting to figure out short cuts around the Google Algorithm. At the same time, Google is actively trying to stop these shortcuts to high Google rankings. So if you are just searching for a fast way to the top, it might be a quick ride up but it will be a faster ride to the bottom when Google catches up with your tactic.

***Write quality content and hope that people share your articles!***

How To Rank Higher for Keywords in Google?

All search engines have different algorithms that can be broken down into points systems. When the spiders crawl the site, the points
are awarded (and subtracted) then rankings are adjusted accordingly. These algorithms change from time to time and the main objective of search engines is to remove spam, and reduce site irrelevance in search results.

So below I have created a mock algorithm and assigned a point value to each item in the list…

Again, this is not an accurate point system, it is just to show you the value of each step in the SEO process:

Keywords on Site

Keywords in <title> tag

This is one of the most important places to have a keyword because what is written inside the <title> tag shows in search results as your page title. The title tag must be short (6 or 7 words at most) and the the keyword must be near the beginning. +3

Keywords in the URL

Keywords in URLs help a lot – e.g. – http://domainname.com/seo-services.html, where “SEO services” is the keyword phrase you attempt to rank well for. But if you don’t have the keywords in other parts of the document, don’t rely on having them in the URL. +3

Keyword density in document text

Another very important factor you need to check is keyword density. 3-7 % for major keywords is best, 1-2 for minor. Keyword density of over 10% is suspicious and looks more like keyword stuffing, than a naturally written text. +3

Keywords in anchor text

Also very important, especially for the anchor text of inbound links, because if you have the keyword in the anchor text in a link from another site, this is regarded as getting a vote from this site not only about your site in general, but about the keyword in particular. +3

Keywords in headings (<H1>, <H2>, etc. tags)

One more place where keywords count. But beware that your page has actual text about the particular keyword. +3

Keywords in the beginning of a document

Also counts, though not as much as anchor text, title tag or headings. However, have in mind that the beginning of a document does not necessarily mean the first paragraph – for instance if you use tables, the first paragraph of text might be in the second half of the table. +2

Keywords in <alt> tags

Spiders don’t read images but they do read their textual descriptions in the <alt> tag, so if you have images on your page, fill in the <alt> tag with some keywords about them. +2

Keywords in metatags

Less and less important, especially for Google. Yahoo! and Bing still rely on them, so if you are optimizing for Yahoo! or Bing, fill these tags properly. In any case, filling these tags properly will not hurt, so do it. +1

Keyword proximity

Keyword proximity measures how close in the text the keywords are. It is best if they are immediately one after the other (e.g. “dog food”), with no other words between them. For instance, if you have “dog” in the first paragraph and “food” in the third paragraph, this also counts but not as much as having the phrase “dog food” without any other words in between. Keyword proximity is applicable for keyword phrases that consist of 2 or more words. +1

Keyword phrases

In addition to keywords, you can optimize for keyword phrases that consist of several words – e.g. “SEO services”. It is best when the keyword phrases you optimize for are popular ones, so you can get a lot of exact matches of the search string but sometimes it makes sense to optimize for 2 or 3 separate keywords (“SEO” and “services”) than for one phrase that might occasionally get an exact match. +1

Secondary keywords

Optimizing for secondary keywords can be a golden mine because when everybody else is optimizing for the most popular keywords, there will be less competition (and probably more hits) for pages that are optimized for the minor words. For instance, “real estate new jersey” might have thousand times less hits than “real estate” only but if you are operating in New Jersey, you will get less but considerably better targeted traffic. +1

Keyword stemming

For English this is not so much of a factor because words that stem from the same root (e.g. dog, dogs, doggy, etc.) are considered related and if you have “dog” on your page, you will get hits for “dogs” and “doggy” as well, but for other languages keywords stemming could be an issue because different words that stem from the same root are considered as not related and you might need to optimize for all of them. +1


Optimizing for synonyms of the target keywords, in addition to the main keywords. This is good for sites in English, for which search engines are smart enough to use synonyms as well, when ranking sites but for many other languages synonyms are not taken into account, when calculating rankings and relevancy. +1

Keyword dilution

When you are optimizing for an excessive amount of keywords, especially unrelated ones, this will affect the performance of all your keywords and even the major ones will be lost (diluted) in the text.-2

Keyword stuffing

Any artificially inflated keyword density (10% and over) is keyword stuffing and you risk getting banned from search engines. -3

Links – internal, inbound, outbound

Anchor text of inbound links

As discussed in the Keywords section, this is one of the most important factors for good rankings. It is best if you have a keyword in the anchor text but even if you don’t, it is still OK. +3

Origin of inbound links

Besides the anchor text, it is important if the site that links to you is a reputable one or not. Generally sites with greater Google PR are considered reputable. +3

Links from similar sites

Having links from similar sites is very, very useful. It indicates that the competition is voting for you and you are popular within your topical community. +3

Links from .edu and .gov sites

These links are precious because .edu and .gov sites are more reputable than .com. .biz, .info, etc. domains. Additionally, such links are hard to obtain. +3

Number of backlinks

Generally the more, the better. But the reputation of the sites that link to you is more important than their number. Also important is their anchor text, is there a keyword in it, how old are they, etc. +3

Anchor text of internal links

This also matters, though not as much as the anchor text of inbound links. +2

Around-the-anchor text

The text that is immediately before and after the anchor text also matters because it further indicates the relevance of the link – i.e. if the link is artificial or it naturally flows in the text. +2

Age of inbound links

The older, the better. Getting many new links in a short time suggests buying them. +2

Links from directories

Great, though it strongly depends on which directories. Being listed in DMOZ, Yahoo Directory and similar directories is a great boost for your ranking but having tons of links from Pro directories is useless and it can even be regarded as link spamming, if you have hundreds or thousands of such links. +2

Number of outgoing links on the page that links to you

The fewer, the better for you because this way your link looks more important. +1

Named anchors

Named anchors (the target place of internal links) are useful for internal navigation but are also useful for SEO because you stress additionally that a particular page, paragraph or text is important. In the code, named anchors look like this: <A href= “#dogs”>Read about dogs</A> and “#dogs” is the named anchor. +1

IP address of inbound link

Google denies that they discriminate against links that come from the same IP address or C class of addresses, so for Google the IP address can be considered neutral to the weight of inbound links. However, Bing and Yahoo! may discard links from the same IPs or IP classes, so it is always better to get links from different IPs. -1

Inbound links from link farms and other suspicious sites

This does not affect you in any way, provided that the links are not reciprocal. The idea is that it is beyond your control to define what a link farm links to, so you don’t get penalized when such sites link to you because this is not your fault but in any case you’d better stay away from link farms and similar suspicious sites. -1

Many outgoing links

Google does not like pages that consists mainly of links, so you’d better keep them under 100 per page. Having many outgoing links does not get you any benefits in terms of ranking and could even make your situation worse. -3

Excessive linking, link spamming

It is bad for your rankings, when you have many links to/from the same sites (even if it is not a cross- linking scheme or links to bad neighbors) because it suggests link buying or at least spamming. In the best case only some of the links are taken into account for SEO rankings. -3

Outbound links to link farms and other suspicious sites

Unlike inbound links from link farms and other suspicious sites, outbound links to bad neighbors can drown you. You need periodically to check the status of the sites you link to because sometimes good sites become bad neighbors and vice versa. -3


Cross-linking occurs when site A links to site B, site B links to site C and site C links back to site A. This is the simplest example but more complex schemes are possible. Cross-linking looks like disguised reciprocal link trading and is penalized. -3

Single pixel links

when you have a link that is a pixel or so wide it is invisible for humans, so nobody will click on it and it is obvious that this link is an attempt to manipulate search engines. -3


<Description> metatag

Metatags are becoming less and less important but if there are metatags that still matter, these are the <description> and <keywords> ones. Use the <Description> metatag to write the description of your site. Besides the fact that metatags still rock on Bing and Yahoo!, the <Description> metatag has one more advantage – it sometimes pops in the description of your site in search results. +1

<Keywords> metatag

The <Keywords> metatag also matters, though as all metatags it gets almost no attention from Google and some attention from Bing and Yahoo! Keep the metatag reasonably long – 10 to 20 keywords at most. Don’t stuff the <Keywords> tag with keywords that you don’t have on the page, this is bad for your rankings. +1

<Language> metatag

If your site is language-specific, don’t leave this tag empty. Search engines have more sophisticated ways of determining the language of a page than relying on the <language>metatag but they still consider it. +1

<Refresh> metatag

The <Refresh> metatag is one way to redirect visitors from your site to another. Only do it if you have recently migrated your site to a new domain and you need to temporarily redirect visitors. When used for a long time, the <refresh> metatag is regarded as unethical practice and this can hurt your ratings. In any case, redirecting through 301 is much better. -1


Unique content

Having more content (relevant content, which is different from the content on other sites both in wording and topics) is a real boost for your site’s rankings. +3

Frequency of content change

Frequent changes are favored. It is great when you constantly add new content but it is not so great when you only make small updates to existing content. +3

Keywords font size

When a keyword in the document text is in a larger font size in comparison to other on-page text, this makes it more noticeable, so therefore it is more important than the rest of the text. The same applies to headings (<h1>, <h2>, etc.), which generally are in larger font size than the rest of the text. +3

Keywords formatting

Bold and italic are another way to emphasize important words and phrases. However, use bold, italic and larger font sizes within reason because otherwise you might achieve just the opposite effect. +2

Age of document

Recent documents (or at least regularly updated ones) are favored. +2

File size

Generally long pages are not favored, or at least you can achieve better rankings if you have 3 short rather than 1 long page on a given topic, so split long pages into multiple smaller ones. +1

Duplicate content

When you have the same content on several pages on the site, this will not make your site look larger because the duplicate content penalty kicks in. To a lesser degree duplicate content applies to pages that reside on other sites but obviously these cases are not always banned – i.e. article directories or mirror sites do exist and prosper. -3

Visual Extras and SEO


If used wisely, it will not hurt. But if your main content is displayed through JavaScript, this makes it more difficult for spiders to follow and if JavaScript code is a mess and spiders can’t follow it, this will definitely hurt your ratings.

Images in text

Having a text-only site is so boring but having many images and no text is a SEO sin. Always provide in the <alt> tag a meaningful description of an image but don’t stuff it with keywords or irrelevant information.

Podcasts and videos

Podcasts and videos are becoming more and more popular but as with all non-textual goodies, search engines can’t read them, so if you don’t have the tapescript of the podcast or the video, it is as if the podcast or movie is not there because it will not be indexed by search engines.

Images instead of text links

Using images instead of text links is bad, especially when you don’t fill in the <alt> tag. But even if you fill in the <alt> tag, it is not the same as having a bold, underlined, 16-pt. link, so use images for navigation only if this is really vital for the graphic layout of your site. -1


Frames are very, very bad for SEO. Avoid using them unless really necessary. -2


Spiders don’t index the content of Flash movies, so if you use Flash on your site, don’t forget to give it an alternative textual description. -2

A Flash home page

Fortunately this epidemic disease seems to have come to an end. Having a Flash home page (and sometimes whole sections of your site) and no HTML version, is a SEO suicide. -3

Domains. URLs, Web Mastery

Keyword-rich URLs and filenames

A very important factor, especially for Yahoo! and Bing. +3

Site Accessibility

Another fundamental issue, which that is often neglected. If the site (or separate pages) is unaccessible because of broken links, 404 errors, password-protected areas and other similar reasons, then the site simply can’t be indexed. +3


It is great to have a complete and up-to-date sitemap, spiders love it, no matter if it is a plain old HTML sitemap or the special Google sitemap format. +2

Site size

Spiders love large sites, so generally it is the bigger, the better. However, big sites become user-unfriendly and difficult to navigate, so sometimes it makes sense to separate a big site into a couple of smaller ones. On the other hand, there are hardly sites that are penalized because they are 10,000+ pages, so don’t split your size in pieces only because it is getting larger and larger. +2

Site age

Similarly to wine, older sites are respected more. The idea is that an old, established site is more trustworthy (they have been around and are here to stay) than a new site that has just poped up and might soon disappear. +2

Site theme

It is not only keywords in URLs and on page that matter. The site theme is even more important for good ranking because when the site fits into one theme, this boosts the rankings of all its pages that are related to this theme. +2

File Location on Site

File location is important and files that are located in the root directory or near it tend to rank better than files that are buried 5 or more levels below. +1

Domains versus subdomains, separate domains

Having a separate domain is better – i.e. instead of having blablabla.blogspot.com, register a separate blablabla.com domain. +1

Session IDs

This is even worse than dynamic URLs. Don’t use session IDs for information that you’d like to be indexed by spiders. -2

Bans in robots.txt

If indexing of a considerable portion of the site is banned, this is likely to affect the nonbanned part as well because spiders will come less frequently to a “noindex” site. -2

Redirects (301 and 302)

When not applied properly, redirects can hurt a lot – the target page might not open, or worse – a redirect can be regarded as a black hat technique, when the visitor is immediately taken to a different page. -3

How to Choose Keywords for my Website?

Now that you understand how to get keywords ranked, you will need to choose some keywords to start moving up your rankings. But, how do you choose these keywords?

The key factors to choosing the best keywords are:

  1. How often are these keywords searched? Locally or Globally is up to you.
  2. How competitive are these keywords already?
  3. Is my domain authority strong enough to compete for these keywords?
  4. Are the keywords relevant to my other keywords on my site?
  5. Are other sites linking back to my site using that keyword?
  6. Is my domain old enough to compete?

As you can see, the cards are stacked against new sites. So when I got started with EliteGurus.com last year, I knew that it was going to be a long road to get high rankings for SEO, Search Engine Optimization and other keywords.

But the benefits of having a high quality Domain Authority and Page Rank are worth all the hours. So I have used only White Hat tactics, and have not cut any corners! With a little luck and your help sharing this article, I will achieve a higher page rank and domain authority for EliteGurus.com.

For this article, I have chosen to target: SEO, Search Engine Optimization and How to Rank Keywords as the keywords that I am targeting. I decided this by using the Google Keyword Tool and I checked out my competition in Google.

One day looking back, I hope that I will score high rankings for this article, however, if I do not score high rankings, I will continue to write quality content with the hopes that you will share this article on your blog, and on your social media.

If you are interested in speaking to me about how to SEO your website, contact me at matt@elitegurus.com and I would be more than happy to give you free advice. Seriously, take the offer… it could help your site get higher rankings in Google in 30 days!

About Matt Ganzak

Matt Ganzak is the founder of ScaleUpConsulting.com and ScaleUpAcademy.com. He is an expert business developer and trainer in internet marketing strategy. Matt specializes in SEO, PPC, WordPress, Email Marketing, Google Analytics, Facebook, Twitter, Infusionsoft, and executes product launches for his clients. Connect with Matt on Facebook | Twitter | Linkedin

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