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SEO & SEM Cheat Sheet

A comprehensive cheat sheet for understanding and implementing Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies. Covering keyword research, on-page optimization, link building, and paid advertising.

Keyword Research

Keyword Types

Head Keywords

Short, generic terms (1-2 words), high search volume, high competition.
Example: ‘shoes’, ‘travel’

Body Keywords

More specific (2-3 words), medium search volume, medium competition.
Example: ‘running shoes’, ‘luxury travel’

Long-Tail Keywords

Very specific phrases (4+ words), low search volume, low competition.
Example: ‘best running shoes for marathon’ , ‘luxury travel to Italy for couples’

Keyword Research Tools

Google Keyword Planner

Free tool from Google, provides keyword ideas and search volume data.

SEMrush

Comprehensive SEO tool, offers keyword research, competitor analysis, and site audit features.

Ahrefs

Another popular SEO tool, known for its backlink analysis and keyword research capabilities.

Moz Keyword Explorer

Provides keyword suggestions, search volume data, and keyword difficulty scores.

Keyword Metrics

Search Volume

The number of times a keyword is searched in a given period.

Keyword Difficulty

A measure of how difficult it is to rank for a particular keyword.

CPC (Cost Per Click)

The cost an advertiser pays for each click on their ad for a specific keyword.

CTR (Click-Through Rate)

The percentage of users who click on an ad or organic result after seeing it.

On-Page Optimization

Title Tags

Title tags are HTML elements that specify the title of a web page. They are displayed on search engine results pages (SERPs) as the clickable headline for a given result and are important for usability, SEO, and social sharing.

  • Length: Keep titles under 60 characters.
  • Keywords: Include primary keyword.
  • Brand: Add brand name (optional).

Meta Descriptions

Meta descriptions are HTML attributes that provide brief summaries of web pages. Search engines often use these snippets to display preview text for a given page in search results.

  • Length: Keep descriptions under 160 characters.
  • Keywords: Include relevant keywords.
  • Call to Action: Add a compelling call to action.

Header Tags (H1-H6)

Header tags are HTML elements (<h1> to <h6>) used to define the headings and subheadings of a web page. They help structure content and improve readability.

  • H1 Tag: Use one H1 tag per page, containing the primary keyword.
  • H2-H6 Tags: Use H2-H6 tags to break up content into smaller, logical sections.

URL Structure

A well-structured URL is user-friendly and provides search engines with clear information about the page’s content.

  • Keep it short: Use concise and descriptive URLs.
  • Include keywords: Incorporate relevant keywords.
  • Use hyphens: Separate words with hyphens for readability.
  • Avoid special characters: Stick to alphanumeric characters.

Image Optimization

File Names

Use descriptive file names that include relevant keywords.

Alt Text

Provide descriptive alt text for each image, using relevant keywords.

Image Size

Optimize images for web use to reduce file size and improve page loading speed.

Internal Linking

Internal linking involves linking to other relevant pages within your website. It helps improve site navigation, distribute link equity, and provide context to search engines.

  • Anchor Text: Use relevant anchor text for internal links.
  • Relevance: Link to pages that are contextually relevant to the content.

Off-Page Optimization & Link Building

Link Building Strategies

Link building is the process of acquiring hyperlinks from other websites to your own. High-quality backlinks are a crucial ranking factor for search engines.

  • Guest Blogging: Write guest posts for other websites in your industry, including a link back to your site.
  • 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 have your site added.
  • Competitor Backlink Analysis: Analyze your competitors’ backlink profiles to identify potential link building opportunities.

Types of Backlinks

Editorial Links

Links earned naturally through high-quality content.

Guest Post Links

Links obtained through guest blogging on other websites.

Directory Links

Links from online directories.

Social Media Links

Links shared on social media platforms.

Backlink Metrics

Domain Authority (DA)

A metric developed by Moz that predicts a website’s ranking potential on search engines.

Page Authority (PA)

A metric developed by Moz that predicts the ranking potential of a specific page on search engines.

Referring Domains

The number of unique domains linking to a website.

Anchor Text Diversity

The variety of anchor text used in backlinks.

Content Marketing

Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. Content marketing is a key component of off-page optimization, as it can drive organic traffic and backlinks to your website. Types of content include blog posts, articles, infographics, videos, and podcasts.

Search Engine Marketing (SEM)

PPC Advertising Platforms

Google Ads

The most popular PPC platform, allowing you to create and run ads on Google’s search engine and display network.

Bing Ads

PPC platform for advertising on Bing’s search engine and partner networks.

Social Media Ads

Platforms like Facebook, Instagram, Twitter, and LinkedIn offer PPC advertising options.

Key Metrics in SEM

Impressions

The number of times your ad is shown.

Clicks

The number of times users click on your ad.

CTR (Click-Through Rate)

The percentage of impressions that result in a click.

CPC (Cost Per Click)

The amount you pay each time someone clicks on your ad.

Conversion Rate

The percentage of clicks that result in a conversion (e.g., a purchase, a sign-up).

CPA (Cost Per Acquisition)

The amount you pay for each conversion.

Ad Copy Optimization

Creating effective ad copy is essential for SEM success. Your ad copy should be clear, concise, and compelling, highlighting the benefits of your product or service. Include relevant keywords, a strong call to action, and unique selling points.

Landing Page Optimization

Your landing page is where users are directed after clicking on your ad. It should be relevant to the ad copy, have a clear call to action, and provide a seamless user experience. Optimize your landing page for conversions by improving its design, content, and loading speed.
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