OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSOctober 2015ver: 3.5PTIMISATION1WHAT ISSEO2A touchdown on what SEO is all about3PRIMARYCHECKS4Conducted at the initial stage of the projectDEVELOPMENTSTAGE CHECKImplementing definitive checks and proceduresPOST-LAUNCHCHECKEnsuring that the website meets SEO objectivesTOOLS TOCHECKEssential web tools that assist in analysingINFORMATIONARCHITECTUREThe complete start-to-finish procedureSEOGLOSSARYA-Z of SEO made simple for youCopyright Cyber Gear L LC. All Rights Reserved5Search engine optimisation (SEO) is the process of improving the volume and quality of trafficto a web site from search engines via algorithmic search results.There are a number of techniques that are used to ensure your site is indexedand well positioned in the major search engines. While SEO techniqueschange constantly, we follow the ones that are currently important for goodpositioning.678910

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONWHAT IS SEO1Search engine optimisation (SEO) is the process of improving the qualityof traffic to a web site from search engines via organic or algorithmicsearch results. As an Internet marketing strategy, SEO considers howsearch engines work and what people search for.Optimizing a website primarily involves editing its content and HTMLcoding to both increase its relevance to specific keywords and to removebarriers to the indexing activities of search engines.2How Search Engines Work3Search engines perform several activities in order to deliver searchresults – crawling, indexing, processing, calculating relevancy, andretrieving.45Crawler-based search engines have three major elements. First is thespider, also called the crawler (or GoogleBot, as is the case with Google).The spider visits a web page, reads it, and then follows links to otherpages within the site. This is what it means when someone refers to a sitebeing "spidered" or "crawled." The spider returns to the site on a regularbasis, such as every month or two, to look for changes.678Everything the spider finds goes into the second part of the search engine,the index. The index, sometimes called the catalog, is like a giant bookcontaining a copy of every web page that the spider finds. If a web pagechanges, then this book is updated with new information. Search enginesoftware is the third part of a search engine. This is the program that siftsthrough the millions of pages recorded in the index to find matches to asearch and rank them in order of what it believes is most relevant.Search Engine Optimisation is the most cost-effective Internetmarketing strategy that can get you more traffic and in effect morerevenue. A typical search engine results pageWHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKTOOLS TO CHECKINFORMATION ARCHITECTURESEO GLOSSARY910

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONPRIMARY CHECKS1Primary checks are carried out after the Design-brief stage when the keywords are checked so that they can be placed appropriately during thedevelopment / designing phase of the website. In this phase key objectives are defined and the structure is finalized along with the contentplacement and positioning.Tools Used to CheckResearch similar industry websites on the internetWeb CEOThe software check your rankings with search engines. It allows fortracking your SEO success with an advanced ranking checker and keywordstrends.Root word/Concept‘Travel’Qualify with modifiers‘Luxury Getaway’‘Late Holiday Deals’‘City Break’‘Cheap Holiday Dubai’WHAT IS SEOPRIMARY ms‘Trip’‘Getaway’‘Vacation’DEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKGoogle Keyword ToolThe Search-based Keyword Tool generates keyword and landing page ideashighly relevant and specific to your website. In doing so, the tool helps youidentify additional advertising opportunities that aren't currently being usedin your AdWords ad campaigns.Keyword Traffic EstimatorKeyword Traffic Estimator gives you quick and reasonable estimates for yoursearch engine ranking and the traffic you get through a keyword.Google TrendsGoogle Trends analyzes a portion of Google web searches to compute howmany searches have been done for the entered terms, relative to the totalnumber of searches done on Google over time.TOOLS TO CHECKINFORMATION ARCHITECTURE34Keyword AnalysisRetrieve the main keywords / key phrases that areRelevant to the websiteHelpful in generating trafficKeywords are further analyzed forKeyword competitionInternet Search Volume2SEO GLOSSARY5678910

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONDEVELOPMENT STAGE CHECK1Every page (static & dynamic) on a website contains the followings meta tags - Title Description Keyword LanguageKeyword Tag Contains major key phrases /keywords within the page content Keywords applied are within therange of 8 – 20 (512 characters)words on each pageDescription Tag Contains text about the currentpage content briefly Unique level of 60 – 75 % acrossthe website Important keywords are addedalongwith the description Max length: 200 charactersLanguage Tag Placed within the head section todirect Search Engines about thelanguage of content served inwebsite Title Tag Always unique Relevant to page content Starts with keywords Brand name separated by “ ”, “-“ Max length: 60 – 80 charactersHTML The content is placed using Heading attributes thus makingit easy for Search Engines to read and extract the content ofthe page The content is divided into paragraphs enhancing readabilityand making the page Search engine friendly Image tags are placed with appropriate Tags highlightingkeywords that describes the purpose of image Anchor text delicacy is kept in mind and keywords are highlighted as anchor text and in title attribute of links of the pageRobots.txt It is placed to direct the Search engines to search onlyrelevant pages (to ignore the backdoor module if it exists) PRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECK345678910Other Elements Contextual information, keywords and links are provided in Rich Media intros (currently being indexed by Google) All Flash objects have an alternative image with Alt tags describing the image File naming is relevant to the page content and keywords are highlighted where possible File size is kept within the optimal range (less then 100 KB) JavaScript / CSS codes are error free and placed in respective files Text Sitemap is included to highlight each and every page across the website Use of frames are avoidedWHAT IS SEO2TOOLS TO CHECKINFORMATION ARCHITECTURESEO GLOSSARY

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONPOST-LAUNCH CHECKA Google Sitemap is created that helps Google to index the contents of a websiteThe website is added to Google Webmaster helps in crawling and indexing thesiteA Link validation is performed that obtains deep information about links in awebpage, about errors and link inexistenceThe Keyword density is re-measured on every webpageThe website is submitted to Internet Directories & Search Engines DMOZ Google Yahoo MSN Live AltaVista AOL AskCustom Error pages are set that replaces default error pages with speciallycreated customised pagesLink building techniques are used and reciprocal links created from Cyber The largest English language search enginein Middle A dedicated portal for Middle East events andconference management companies1The website is listed on Dubai Blog, a Cyber Gear A Dubai blogging siteA Press Release for the website launch is released on aCyber Gear A global pressrelease distribution and online media monitoringserviceBanner advertising opportunities offered ensuring high brand visibilityon some of Cyber Gear’s top Self Serve DisplayAdvertisingThe website link is added as ‘sponsored website’ inrelevant Cyber Gear business A Dubai based local news A comprehensive portal on Dubai for touristsand A complete listing of the best websites inthe Middle EastWHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKTOOLS TO CHECKINFORMATION ARCHITECTURESEO GLOSSARY2345678910

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONTOOLS TO CHECK1How’s it done23Rank check Tool Checks the ranking of your website/webpage across popular search enginesWeb CEO Gets the list of keywords and keyphrases that will bring most targeted visitors to your site and measures theeffectiveness of the websiteGoogle Webmaster The tool answers all crawling and indexing questions that enhance and increase traffic to the site, andMoretoolsLink Popularity Checks the link popularity456connect you with your visitorsstatus of the web site on search engines andcompares it to other web sites on the InternetGoogle Analytics Helps to gain rich insights into website traffic with Advanced Segmentation, Custom Reporting, MotionCharts, and moreWebsite Grader A tool that measures themarketing effectiveness of the website8Text Analyzer Provides information on the readability and complexity of a text, as well as statistics on word frequency andVirante Duplicate Content This tool diagnoses9common causes and effects of duplicatecontent penalties10character countW3C HTML Validation This validator checks the markup validity of Web documents in HTML, XHTML, SMIL, MathML, etcW3C CSS Validation Helps Web designers and Web developers check Cascading Style Sheets (CSS)Header check This checks the HTTP statusreturned by a serverW3C RSS Validation Checks syntax of Atom or RSS feedsWebsite Analysis This analyses the website’sXML Sitemap Generator Creates an XML sitemap that can be submitted to Google, Yahoo and other search engines to helpperformance based on page size, composition,and download timethem crawl your website betterXenu’s Link Sleuth Checks Web sites for broken links. Link verification is done on "normal" links, images, frames, plug-ins,backgrounds, local image maps, style sheets, scripts and java appletsWHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKTOOLS TO CHECKINFORMATION ARCHITECTURESEO GLOSSARY7

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONINFORMATION ARCHITECTURE12STARTCheck Current Ranking of the WebsiteCheck current Internet traffic rate3Check current Internet traffic trends4Obtain list of current keywords from Server Logs5Brainstorm keywords ideas with Client67Check relevancy of keywords in website contentAnalyze suggested keywordsCheck similar industry / competitor websites8Check Keywords search volume on different search engines9Check suggested keywords & their respective Internet market valueFinalize list of keywords with clientPlace keywords on relevant website pagesENDWHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKTOOLS TO CHECKINFORMATION ARCHITECTURESEO GLOSSARY10

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONSEO GLOSSARY1A-IAlgorithm: The search engine program that ranks sites based on certaincriteria. Google has over 100 different ranking criteria that sites need to meet.Bid for click: A search engine under which you bid for your site to be rankedunder a keyword. See Pay Per Click (PPC) and Paid Placement (PP).Code: The background code that runs a web site. As well as HTML, this caninclude, JavaScript, ASP, PHP, JSP, Coldfusion and more.Click-through rate (CTR): The number of possible clicks on a Web page dividedby the actual number of times a link on that same page is clicked.Cloaking: Sending one version of a Web page to a search engine that isdifferent than what a Web user actually sees on the site. Cloaking, althoughconsidered unethical, is used to increase the potential ranking of a Web page.Most search engines will penalize a site if they discover it is cloaking.Frames: Some sites have pages that are made up of multiple HTML pages.Typically the navigation will be on one page and the content on another. Youcan tell if you scroll down the page and the navigation remains static. Framesare bad for a sites search engine promotion.2Hidden text: Text that is visible to the search engine spiders but not to sitevisitors. Used to add extra keywords in the page without actually addingcontent to a site. Most search engines will penalize Web sites which usehidden text.4Hit: In the context of visitors to web pages, a hit (or site hit) is a single accessrequest made to the server for either a text file or a graphic. If, for example, aweb page contains ten buttons constructed from separate images, a singlevisit from someone using a web browser with graphics switched on (a "pageview") will involve eleven hits on the server.6In the context of a search engine query, a hit is a measure of the number ofweb pages matching a query returned by a search engine or directory.Dead link: An Internet link which does not lead to a page or site. This usuallyoccurs when a server is down, the page has moved, or it no longer exists.HTML (HyperText Markup Language): The coding language that all Web sitesuse to exist on the Internet.Directory: A list of web sites that is compiled under categories and subcategories. Yahoo is an example of a directory.Hyperlinks: Hyperlinks are used to link one or more documents together.Domain: A sub-set of internet addresses. Domains are hierarchical, andlower-level domains often refer to particular web sites within a top-leveldomain. The most significant part of the address comes at the end - typicaltop-level domains are .com, .net, .edu, .gov, .org.WHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKInbound link: Links that direct users to another Web site. When a user arrivesat a site from another site, that link is known as an inbound link.TOOLS TO CHECKK-RINFORMATION ARCHITECTURESEO GLOSSARY3578910

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONSEO GLOSSARYMeta tags: Meta tags are HTML tags that provide information describing thecontent of the pages a user will be viewing.K-RKeyword: A word used to find pages when conducting a search.Keywords: Due to abuse by many Web sites in the past, search engines havereduced the importance of the keywords meta tag when ranking a Web page forkeyword relevance. Many have actually decided to not consider the keywordstag altogether. While it has reduced in significance, it is still an important metatag to include in your Web pages.Title: This is considered to be the most important HTML tag used by manysearch engines as part of their ranking criteria. A Web page with a keyword inthe title tag will rank higher than if the keyword was used in the body textalone. You will want to make sure your title really describes the main purposeof the page so it doesn't get passed over as irrelevant to the user.1234Keyword density: Keyword density is the ratio of a keyword or key phrases tothe total number of words on that page. Keyword density is one of the mostcritical aspects of successful search engine optimization.Description: The description tag is the next most important meta tag. As withthe title, your description will typically be listed in the search engines. You willhave to tread the fine line between creating an effective description that willattract visitors yet still rank well in the search engines based on your selectedkeywords.Keyword frequency: Keyword frequency is the number of times keywords occurin the text on a given page. Search engines want to see more than one repetition of a keyword in your text to make sure it's not an isolated case.Copyright: The copyright meta tag is not viewable in the search engine resultsor on your Web page. Some search engine spiders will read this tag, whichmay result in higher ranking.Keyword prominence: The general location of a keyword or phrase in relation tothe overall text on that page. You'll want to make sure your important keywordsappear early in your Web site copy and that they draw attention to themselves.Robots: The robot tag is essentially a set of instructions for search enginespiders that crawl your Web page.910Keyword research: Researching the most relative and popular keywords for agiven site.Rating: The rating tag defines your preferred access level. It can be a usefulmechanism for search engine spiders to determine the level of access appropriate for the associated Web page.Keyword Spamming: Deliberate repetition of keywords in a page by usinginvisible or tiny text to increase keyword density. This is banned by searchengines.Revisit: The revisit tag is a request for the search engine spider to return to aparticular Web page for reindexing. This is appropriate for sites that frequentlyrefresh their content.Link popularity: Search engines often use link popularity as part of their ranking criterion. In simple terms, link popularity is the measurement of thenumber of other Web sites that include a link to your Web site on theirs. Eachsearch engine, depending on their specific algorithms, determines itdifferently.Re-submission: Repeating the search engine registration process one or moretimes for the same page or site. Under certain circumstances, this is regardedwith suspicion by the search engines, as it could indicate that someone isexperimenting with spamming techniques.WHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKTOOLS TO CHECKM-UINFORMATION ARCHITECTURESEO GLOSSARY5678

OSEARCHENGINEWHITE PAPER FOR WEB PROFESSIONALSPTIMISATIONSEO GLOSSARY1M-U2Mirror sites: Sites designed as duplicates of an original site, but are hosted ona different server. Link cloaking and doorway pages, the creation of mirror sitesis a recognized spam tactic and violators will be penalized by many of the majorsearch engines.Outbound link: A link that directs users to another site.Paid placement: Paying for a link to be included in a specific area on a searchresults page, usually at the top or right of the general search results. Paidplacement links are usually indicated with a colored background or labeled as a"sponsored link."Pay Per Click (PPC): A search engine that determines ranking according to thedollar amount you pay for each click from that search engine to your site.Examples of PPC search engines are The highest ranking goesto the highest bidder.Query: A word, phrase or group of words used to pass instructions to a searchengine to locate relevant Web pages.Search engine: A search engine is a database system designed to index andcategorize internet addresses, otherwise known as URLs (for example, engine optimization (SEO): These are the techniques used to improve aWeb page's results in a search.Server: A computer, program or process which responds to requests forinformation from a client. On the internet, all web pages are held on servers.Spam: Unethical techniques such as cloaking, mirror sites and doorway pagesto trick the search engine spiders into giving the Web page a higher ranking.Search engines will often penalize or remove an offending site from its index.Spider: A software program used by search engines to crawl the Web, storingURLs and indexing the keywords and text of pages. Spiders are also referredto as crawlers or robots.Reciprocal link: An exchange of links between two sites.Stop word: A word that frequently appears in pages but has no significance.Most search engine spiders ignore stop words while searching. Example ofstop words are: and, the, of, etc.Re-index: How often a search engine updates its index. Google updates itsindex once a month.Traffic: The actual visitors to a Web page or Web site.Unique Visitor: A real visitor to a web site. Web servers record the IPaddresses of each visitor, and this is used to determine the number of realpeople who have visited a web site. If for example, someone visits twentypages within a web site, the server will count only one unique visitor.URL: The Uniform Resource Locator is used to specify the address of Websites and Web pages.WHAT IS SEOPRIMARY CHECKSDEVELOPMENT STAGE CHECKPOST-LAUNCH CHECKTOOLS TO CHECKINFORMATION ARCHITECTURESEO GLOSSARY345678910

Just like in 1996, we were the first in the region to offer internet solutions, in 2015, we are once again thefirst to introduce smart gadgets and appliances for smart homes, smart offices and smart cities.With the launch of IoT Online Store at, Cyber Gear has diversified in to the domain of'Internet of Things'. The IoT is predicted to be as (if not more) transformational than the internet itself on theway we live.Here's to SMART LIVING!Latest Company NewsPortfolioServicesSocial go-green.aeW: E: [email protected] A: 101, Al Manal Tower (Old Khalid Al Attar), Sheikh Zayed Road, DubaiT: 04 3312627 F: 04 3318812We support the Green Cause. Join us.

Website Grader A tool that measures the marketing effectiveness of the website Virante Duplicate Content This tool diagnoses common causes and effects of duplicate content penalties Header check This checks the HTTP status returned by a server Website Analysis This analyses the website’s perf