SEO Basics Cheatsheet

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March 03, 2025 00:08

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Keyword Research

Understanding Keywords

Definition: Keywords are the terms people enter into search engines to find information. Effective SEO starts with identifying the right keywords.

Types of Keywords:

Head Keywords: Short, generic terms (e.g., “shoes”). High search volume, high competition.
Long-Tail Keywords: Longer, more specific phrases (e.g., “best running shoes for marathon”). Lower search volume, lower competition, higher conversion rates.

Keyword Intent: Understanding the user’s goal when searching for a keyword. Is it informational, navigational, transactional, or commercial investigation?

Keyword Research Tools

Google Keyword Planner	Free tool from Google. Requires a Google Ads account. Provides keyword ideas, search volume data, and competition analysis.
SEMrush	Paid tool. Offers comprehensive keyword research, competitor analysis, and site auditing features.
Ahrefs	Paid tool. Known for its backlink analysis capabilities, but also offers robust keyword research features.
Moz Keyword Explorer	Paid tool. Provides keyword suggestions, difficulty scores, and organic CTR analysis.
Ubersuggest	Offers free and paid plans. Provides keyword ideas, content suggestions, and competitor analysis.

Keyword Selection Strategy

Relevance: Choose keywords that are directly related to your website’s content and offerings.

Search Volume: Target keywords with sufficient search volume to drive traffic.

Competition: Balance search volume with the level of competition. It’s often easier to rank for long-tail keywords with lower competition.

User Intent: Match keywords to the intent of the user (informational, navigational, transactional).

Prioritize: Focus on keywords that align with your business goals and target audience.

On-Page Optimization

Title Tags

Definition: HTML element that specifies the title of a web page. Displayed in search engine results pages (SERPs) and browser tabs.

Best Practices:

Include the primary keyword.
Keep it concise (under 60 characters).
Make it compelling and relevant to the page content.
Use unique title tags for each page.

Example: <title>Buy Running Shoes Online | Example Store</title>

Meta Descriptions

Definition: HTML attribute that provides a brief summary of a web page’s content. Displayed in search engine results pages (SERPs) below the title tag.

Best Practices:

Write a clear and concise description (under 160 characters).
Include the primary keyword and related terms.
Make it engaging and encourage users to click.
Use unique meta descriptions for each page.

Example: <meta name="description" content="Find the best running shoes online at Example Store. Free shipping and easy returns.">

Header Tags (H1-H6)

Definition: HTML elements used to structure content and indicate headings and subheadings.

Best Practices:

Use H1 for the main heading of the page. Only one H1 per page.
Use H2-H6 for subheadings to create a logical hierarchy.
Include keywords naturally in headings.
Ensure headings accurately reflect the content of the sections they introduce.

Example:
<h1>Best Running Shoes for Marathon Runners</h1>
<h2>Benefits of Running Shoes</h2>

Content Optimization

Keyword Integration:

Incorporate keywords naturally throughout the content.
Avoid keyword stuffing.
Use synonyms and related terms.

Readability:

Write clear and concise content.
Use short paragraphs and sentences.
Use bullet points and lists to improve readability.

Engagement:

Create valuable and engaging content that keeps users on the page.
Use images, videos, and other multimedia elements.

Image Optimization

Alt Text	Provide descriptive alt text for all images. Helps search engines understand the image content and improves accessibility.
File Size	Optimize images for the web to reduce file size and improve page loading speed.
File Name	Use descriptive file names that include relevant keywords.

Technical SEO

Website Structure

URL Structure:

Use clear and descriptive URLs.
Include relevant keywords.
Keep URLs short and easy to read.
Use hyphens to separate words.

Internal Linking:

Link relevant pages within your website to improve navigation and distribute link equity.
Use descriptive anchor text.

Example:
https://www.examplestore.com/running-shoes/marathon (Good)
https://www.examplestore.com/product?id=123 (Bad)

Mobile-Friendliness

Importance: Mobile-friendliness is a ranking factor. Ensure your website is responsive and provides a good user experience on mobile devices.

Testing: Use Google’s Mobile-Friendly Test tool to check your website’s mobile-friendliness.

Implementation: Use a responsive design framework like Bootstrap or implement adaptive design techniques.

Site Speed

Importance: Site speed is a ranking factor and affects user experience. Faster loading times improve user engagement and reduce bounce rates.

Optimization Techniques:

Optimize images.
Enable browser caching.
Minify CSS and JavaScript files.
Use a Content Delivery Network (CDN).
Choose a fast web hosting provider.

Testing:
Use tools like Google PageSpeed Insights, GTmetrix, and WebPageTest to analyze your website’s speed and identify areas for improvement.

XML Sitemap

Definition	A file that lists all the important pages on your website, helping search engines crawl and index your content more efficiently.
Submission	Submit your XML sitemap to search engines like Google through Google Search Console.
Generation	Use online XML sitemap generators or CMS plugins to create your sitemap.

Robots.txt

Definition	A text file that instructs search engine crawlers which pages or sections of your website they should not crawl.
Usage	Use robots.txt to block access to duplicate content, admin pages, or other non-essential areas of your website.
Caution	Be careful when using robots.txt, as incorrect directives can prevent search engines from crawling important pages.

Link Building Basics

Understanding Backlinks

Definition: Backlinks are links from other websites to your website. They are a crucial ranking factor in SEO.

Types of Backlinks:

Editorial Links: Links earned naturally from high-quality content.
Relationship-Based Links: Links obtained through networking and partnerships.
Resource Links: Links from resource pages and directories.
Guest Blogging Links: Links from guest posts on other websites.

Link Authority: The quality and authority of the linking website matters. Links from reputable websites carry more weight.

Link Building Strategies

Content Marketing: Create high-quality, valuable content that attracts backlinks naturally.

Guest Blogging: Write guest posts for other websites in your niche.

Broken Link Building: Find broken links on other websites and offer your content as a replacement.

Resource Page Link Building: Identify resource pages in your niche and request to be added.

Competitor Analysis: Analyze your competitors’ backlink profiles to identify potential link opportunities.

Link Attributes

Dofollow Links	Pass link equity (PageRank) to the linked website. These are the most valuable type of backlinks.
Nofollow Links	Do not pass link equity. Used for links in comments, sponsored content, and other situations where the link is not an endorsement.
Sponsored Links	Used for paid or sponsored links, indicating that the link is an advertisement.
UGC Links	Used for links generated by user-generated content, such as comments and forum posts.

Avoiding Black Hat SEO

Definition: Black hat SEO refers to unethical practices that violate search engine guidelines.

Examples:

Keyword stuffing
Cloaking
Buying backlinks
Participating in link schemes

Consequences: Black hat SEO can result in penalties, including ranking drops and de-indexing.

Focus on Ethical SEO: Prioritize white hat SEO techniques that focus on providing value to users and building a sustainable online presence.