This search engine optimization guide is provided as an aid to webmasters wanting to optimize their sites themselves so that it will rank well in the search engines, or for those who want to better understand SEO for whatever reason.

This guide is intended to cover the broader aspects of search engine optimization more as a familiarization to the subject than as an expert guide. If there are topics you feel are not adequately covered or want more information on feel free to email us.

Effective search engine optimization will enable you to obtain better search engine placement and rankings with resultant higher traffic.

You can either read this tutorial sequentially, using the links at the bottom of each page or you can use the SE links in the SEO Guide dropdown menu at the top of the page to jump to topics of interest, each of which may contain several pages. 

Effective search engine optimization is vital for good search engine ranking

Effective search engine optimization is a necessity if your web site is to stand out from the millions of sites now indexed by search engines and directories. This can yield search engine rankings in the top 3 pages of search results, or even on the top half of the first page, where most viewers will click through to your site.

This is not a particularly difficult task, provided it is being done properly with some attention paid to detail. First, use this guide to familiarize yourself with the basics of search engine optimization. Then review the additional resources we have provided to find more information, free search engine optimization software, commercial site promotion software, and website promotion consultants. There are also links to forums where you can ask questions of experts and get free advice, often while you wait. You'll soon be on your way to higher rankings and more traffic.

Successful search engine optimization for higher rankings

The role of the search engines is to provide their users with a list of ranked web pages relevant to the searches performed, and they spend a lot of time and money to ensure that they do provide relevant URLs.

Search engine optimization is sometimes thought of as ways to trick the search engines into ranking your pages highly even for keywords not relevant to your site. This is probably the worst mistake you can make. Even if you were to succeed in fooling them for a while, eventually they will get onto you and either blacklist you or downgrade your rankings. Also, your viewers from these off-content keywords will not be happy when they find that your site is not offering what they are searching for.

A much better approach is to use the search engine's own guidelines to ensure good rankings. Those searchers who then visit your site will be those who are interested in your products and services, and your conversion rate will be much better.

There are three types of search engines you will want to work with, each requiring a different approach:

  • Traditional (or spidering/ crawling) search engines such as Google, Yahoo, and Bing, for which you need to optimize your site for spiders. These search engines will find your site pages from links on pages it knows about and will crawl and index your pages automatically.
  • Directories (while not strictly search engines) such as Yahoo and Looksmart, where inclusion and placement are decided by human editors.
  • Pay per click engines such as Adroll and Revcontent, where you get to decide your search placement depending on how much you are willing to pay per click.

Most search engine optimization is undertaken with respect to the traditional search engines, whereas directories should give you good placement if you have prepared an attractive and informative site with real content. Pay per click engine placements are strictly dependant on your bid price, but you will still have to target the proper keyword niches on these engines using software such as Word Tracker.


This guide can either be viewed in page sequence by going directly to each topic section using the links in the drop-down SEO Guide on the menu bar.