ORM | Learn ORM (online reputation management) Step by Step

Learn ORM Step by Step – Online Reputation Management (ORM) deals with everything about your company’s brand in the online community. This community includes the entire web – search engines, forums, blogs, news sites, social networking sites, etc…
There are a lot of misconceptions about online reputation management. Some people think it’s just social media monitoring, while others believe it has something to do with public relations, and still others literally have no idea how it can impact business and sales.
In this guide, I’m going to explain the role of online reputation management in today’s business and media landscape. Companies of every size can benefit from having a clear outline of its main concepts.
Online reputation management –  (ORM) is about improving or restoring your name or your brand’s good standing. This is by countering, weakening or eliminating the negative material found in the Internet – defeating it with more positive material to improving your credibility and customers’ trust in you.

What is Online Reputation Management?

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Basically, online reputation management is the process of controlling what shows up when someone Googles your name. We’ll show you how to promote positive content to the top of your search results and push unwanted content (negative, irrelevant or competition) farther down to ensure that when someone Googles you, their results are populated with positive, relevant content about you.
A business’ reputation is arguably its most valuable asset. Marketing is all about brand building. We invest in our brand because we believe it is what will make the business grow and flourish. Once that brand gets a bad reputation, everything about the business gets dramatically affected. Online Reputation Management is all about protecting your brand or cleaning it if things get dirty.
Online Reputation Management is first being mindful of your company’s online brand then building on that brand in the search engines (chances are this is where you are sought for the most) through social media and other websites that produce and disseminate content.
Online Reputation Management is done through a funnel of three main processes:
Being mindful of your company’s online brand (Monitoring)
First and foremost, you have a brand – as the owner and manager of that brand, you have to be mindful about it. Know what’s happening to your brand. Know what’s the latest news about it. Know what people think about it. Where are you mentioned? What are they talking about when your brand is mentioned?
There are tons of tools that you can use in order to monitor your brand in the online world:
Google Alerts
This will be your best friend when you’re monitoring your brand online. You can track web results, news, blogs, video results, and groups results. There is no better way to get all of your brand mentions than Google Alerts. ‘Nuff said.
Yahoo Alerts
Set up  for free to track news by keyword, stocks, local news, feeds and more. Receive notifications via email, Yahoo Messenger or mobile.
Twitter Search
Twitter has grown to be one of the best places to monitor your brand in. Almost everyone in the Twitter world retweets content with or without hashtag. The beauty of Twitter search is that it also lets you set-up search parameters such as dates, links, location, sentiment, Twitter account, and more.
Social Mention
Social mention is the social media version of Google Alerts. It helps you monitor your brand in different social platform throughout the web. you can subscribe to the feed, get email alerts or download the Excel file.
Building on that brand (Prevention)
Online Reputation Management extends to these factors connected to you:

• Your Name
• Company
• Brand(s)
• Product(s)
• High profile employees
• Handles/usernames

If one of these things get affected by a bad reputation, it would usually spread itself to the others like a festering disease. Protecting your name, company, products and high profile employees are carry less impact compared to your brand (which should almost always be your username). For this tutorial, we will be discussing more about your brand and how to protect it.
BRAND / USERNAME:
This is the best thing you can do in managing your online reputation. Build and build and build and build on your brand. Branding is key to ORM. Surprisingly, it’s also arguably your most powerful asset when it comes to SEO. Building your brand can start from getting all of your brand’s social media usernames. You can find it out using Knowem.
As soon as you know on which social media sites your brand is still available as a username, grab the opportunity to register it there. These accounts are your online licenses to build ‘online real estates’. It will boost the chances of you filling up the first page of your brand SERP if you own powerful social media accounts with your brand as a username.
Some of the key social media accounts you SHOULD get are:

• Facebook profile / page
• Twitter
• Google+ Account / page
• Quora
• LinkedIn

If you have these accounts, interlink them with each other and link to them from your blog / website and they should rank really well in the search engines.
SEO is not online reputation management (ORM). Reputation management services definitely include an SEO component. But when it comes to comprehensive ORM campaigns, SEO is far from the whole story. Let’s take a look at the key differences between SEO and ORM.

To the Buyer’s Journey, Batman!

To understand the differences between SEO and ORM, we need to understand the buyer’s journey. The buyer’s journey consists of three stages:
●    Awareness. The buyer can articulate a need or problem but isn’t yet aware of any solutions. She wants to go to southeast Asia but has no idea where to stay or what to do, so she searches for “southeast Asia destinations,” “things to do in southeast Asia,” and maybe even “China destinations” (if she’s feeling specific).
●    Consideration. She now knows she has a week to spend and has a budget in mind, but needs to create an itinerary—where to visit, what to do, where to eat. She searches for “what to do in Hong Kong” and “restaurants in Shanghai”
●    Decision. The buyer has an itinerary and needs to find specific providers in her destinations: “Hyatt Hong Kong,” “cable car Hong Kong,” “CCTV Tower Shanghai,” and so on.

Online Reputation Bombs

In the online reputation management scenario, there are two types of negative content that companies should be aware of. One is represented by complaints on social networks. They need to be addressed properly, but unless your company has serious problems, they do not pose a real challenge to your business.
The other is what I define as “online reputation bombs,” which affect your reputation and sales long term and can severely damage a business. They are very powerful because, unlike social network content, they are prominent in search engine results. What if someone googles your brand name and finds defamatory content? Let’s see what they are:

• Negative reviews: Review sites allow users to express their opinion on your brand. Did they like your service/product? Would they recommend it? Negative content can affect your sales, and addressing the criticism on the site may not be enough. Websites like Ripoff Report and Pissed Consumer provide the perfect platform for this kind of negative content.
• Hate sites: Some people go beyond simple negative reviews and create ad hoc websites with their opinions, some of them containing illegal content. So-called “hate sites” sometimes address companies and public figures with insults and false information. Needless to say, a search result like “The truth about NAMEOFYOURCOMPANY” or “NAME scam/rip off” will make your potential customers run away!
• Negative media coverage: Phineas T. Barnum used to say “There’s no such thing as bad publicity.” That may be true for controversial public figures like Paris Hilton, but many times unfavorable TV, print, and online media coverage impacts negatively on companies and brands.

Should We Call The Cops?

Article 19 of The Universal Declaration of Human Rights states that:

“Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive and impart information and ideas through any media and regardless of frontiers.”

It is obvious that everyone has the right to express their voice about your brand. There are, however, certain boundaries that need to be respected. Some of the negative content online actually is illegal. Why?

• It uses defamatory language
• It reports false information
• It is aimed at damaging the company’s reputation

How do you react to all of this? How do you defend yourself or your company from this kind of illegal behavior? Depending on the scope of the problem, several paths can be pursued in order to restore your online reputation:

• Aggressive SEO: If someone googles your name, appearing on page 1 and 2 of the search results will be much more important than your business card or website. They will show at a glance several high ranking web sources talking about you. If they display false information, the first thing that you or your online reputation management company should do is devise a search marketing strategy that increases the ranking of positive content, owned by either you or third parties. The search engine game is too important to be ignored, and it is the first step in restoring your image.
• Review removal: Did that user claim something false about your company? Is that review clearly aimed at destroying your reputation rather than providing feedback? Does it contain improper language? Legal liaison and speed of reaction will make it possible to remove the negative review.
• Online investigations: In case of serious attacks to your brand image, it may be necessary to hire skilled online analysts to investigate untraceable threats and attackers via email tracing, data cross-indexing, and other information collection techniques. Cyber investigations are the definitive path to get to the bottom of difficult reputation management cases.

Online Reputation Management (ORM) tends to target people peforming due diligence for a brand, product or person. SEO tends to target people looking for a kind of product, service or information.
An example of the differences between SEO and ORM: You search for a widget online and find a lot of companies selling them. But which is best? Your second search is about the companies that make the widget so you can make the right choice. SEO works to get a brand into search results in the first place. ORM works to help a customer go with one widget or the other.
Another key difference is that SEO generally tries to push a single website up in search results for a given set of search phrases. But ORM works to push five, ten or many more different websites and social media properties up in search results. ORM works to change all search results, SEO usually focuses on only one.
ORM deals with many different kinds of sites and considers the entire ecosystem of web properties, SEO does too, but usually in the service of pushing only one domain up in search results.

Get a Blog
Another great way to prevent bad reputation webpages from ranking as your brand is to create and maintain a blog. Search engines love blogs. That’s enough for you to know that you SHOULD get a blog for yourself in order for you to rank well and to have that powerful leverage for your brand that you can flexibly use whenever there is any newly published bad reputation out there.
There are a lot more reasons why you should have a blog for your company – you can publish company news, establish a readership, promote products and services, etc…
We will be discussing more about ORM Prevention methods in the next lessons of this tutorial.
Fixing any damaging content to your brand (Cleaning)
Once the damage is done and you don’t have any ammo to fire back, here’s what you need to immediately do:

• Hire an ORM consultant
• Contact the owner of the bad reputation site and humbly ask if he/she can put it down
• If it is against the law, contact any possibly concerned government body and ask them for help to bring it down
• Ask Google to de-index it if there are any elements in the page against Google’s guidelines

If all of those are not an option for you, start with getting all those powerful social media accounts and create a network of links to them using your website. Start a blog and interlink that blog with those social accounts and with your main website. It will take more time for these to rank – and most probably the damage will already be done by then.
ORM work is mostly about establishing that bullet-proof reputation in the web by getting all the possible ‘real estate accounts’ you can for your brand.

The Basic Principles of ORM

Online reputation management is a holistic, long-term process that builds on the basic principles of SEO to improve your online image in its totality, and in sustained fashion.
Unlike basic SEO, ORM isn’t quite as concerned with using positive content on your personal website to push down negative search results found elsewhere. ORM revolves around the creation and promotion of positive content, both on branded web properties like your corporate website, blog and social media pages, and on external properties that link back to your main websites and exist specifically for reputation management purposes. With ORM we are working to improve the impression of a brand online, not so much sell products and services.

Fortresses of Authority

By creating a dense network of positive, relevant content that reaches far beyond yo
ur main website, ORM establishes a “fortress of authority” around your company, brand or core service. It positions you as a thought leader in your industry—an established, legitimate resource that inspires trust and attracts consumers in the later stages of the buyer’s journey like the Consideration Stage and Decision Stage.
Your fortress of authority doesn’t simply push negative entries down to the second or third (or even lower) pages of your search results page. (We call this “suppression.”) It de-legitimizes those results entirely, crowding them out of your prospects’ minds with more engaging and relevant information.

Expanding Your Sphere of Influence

Reputable online reputation management companies don’t just focus on web properties controlled by their clients. These firms recognize that even the most influential subjects need a little help to get their message across. A core component, then, is outreach to people and entities that control influential websites and blogs relevant to what you do. If you own a restaurant, for example, you might place guest posts and targeted promotions on foodie blogs or in the lifestyle section of your local newspaper.
ORM also requires both close attention to your social media accounts and enthusiastic social media outreach to influencers in your industry. Building a dedicated social following, especially if you have the right followers, can do wonders for your reputation and visibility. The key to driving the right traffic is hashtags.

Playing Hardball

“Online reputation management sometimes utilizes what might be considered hardball tactics that fall outside the purview of traditional SEO.”

And last, but by no means least, online reputation management sometimes utilizes what might be considered hardball tactics that fall outside the purview of traditional SEO. If your business lives and dies by reviews on influential online publications and directory sites like Yelp, you need to monitor such sites carefully and address negative entries. Though U.S. law gives publishers wide latitude to say what they want, online reputation management companies can help you respond forcefully—using the courts if necessary—when reviewers or third parties cross the line and post defamatory remarks, copyrighted content or incriminating material on sites you don’t control.

Online Reputation Management: More Than SEO

Quick quiz: Which of the following defines online reputation management?

●    It’s a long-term process that produces demonstrable results
●    It targets buyers in the consideration and decision stages, not the awareness stage
●    It covers multiple websites, including those not directly owned or controlled by the subject
●    It covers the content found on social media sites and review sites
●    It involves outreach to and coordination with many different parties
●    It may use legal or other means to target content on external sites

How to Protect

our online reputation simply is your reputation. In the digital era, nothing is protecting you from criticism anymore. This is good from a freedom of speech perspective; bad if your company has been defamed and attacked.
To conclude, ten practical tips that sum up what we have covered in this guide. The world of brand reputation will change in the coming years, but following these simple “commandments” definitely will benefit you and your brand:

1. Become well respected

According to several business experts, trust is a perishable asset and it is hard to gain. Making people respect you and your work is more important than any other online reputation management commandment.

2. Be radically transparent

After years of hiding critics, Mc Donald’s publicly forced egg suppliers to raise hens’ living standards according to the People for the Ethical Treatment of Animals request.

3. Monitor what they are saying about you

Apart from the aforementioned reasons to monitor your online reputation, social media monitoring also can bring business! These days, lots of people ask questions via Twitter and Facebook because they are evaluating whether or not they should buy from you.

4. React quickly and politely

In case of a customer complaint via Twitter, for example, a prompt and simple “We are aware of the problem. We are working on it and will get back to you as soon as possible.” is better than a late reply with more information.

5. Address criticism

In 2009, Whole Foods CEO John Mackey’s WSJ op-ed on Obama healthcare reform caused a controversy among WF customers. Two days later, the company provided a response statement recognizing there were “many opinions on this issue, including inside our own company” and invited people to share their opinion on the matter.

6. Treat your Google page 1 as your business card

First impressions count, and we do judge many books by their cover. If the words “scam” and “rip off” are associated with your brand, then that is something you should worry about.

7. Understand your detractors

Criticism can be the chance to learn more about your audience and craft a better message in the future. Motrin’s controversial “baby wearing moms” commercialsparked a lot of criticism. It did not come from competitors or illegitimate attackers, but from people in Motrin’s target audience who felt offended by their promotional content.

8. Attack your illegitimate attackers

Sometimes we simply have to fight illegal behavior. In 2009, Domino’s Pizza employees who posted disgusting videos of themselves playing with food were fired and arrested. Another example is people who post false information on the internet. Sometimes, if you don’t sue them, they might do it again.

9. Learn from your mistakes

Sony certainly learned a reputation management lesson back in 2005. The company placed copy protection (XCD) on its CDs which created computer vulnerabilities that malware could exploit. Instead of being upfront about their mistake, Sony stonewalled criticism and lost millions in class-action lawsuits.

10. Ask for help if necessary

If your online reputation management efforts are not enough to protect or restore your brand image, you have the choice to request help from a professional.

Thankyou 🙂

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• Google Webmaster Guidelines
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• A Real Google Friendly Website
  At one time A Google-Friendly website meant a website built so Googlebot could scrape it correctly…

Redirect index.php to root

RewriteCond %{THE_REQUEST} ^.*/index\.php
RewriteRule ^(.*)index.php$ /$1 [R=301,L]


or

RewriteEngine On
RewriteBase /
RewriteCond %{THE_REQUEST} ^[A-Z]{3,9}\ /index.php HTTP/
RewriteRule ^index.php$ http://www.askapache.com/ [R=301,L]

How to fix - URL Canonicalization Test

In order to pass this test you must consider using a 301 re-write rule in your .htaccess file so that both addresses (http://example.com and http://www.example.com) resolve to the same URL. 
- If you want to redirect http://www.example.com to http://example.com, you can use this:

RewriteCond %{HTTP_HOST} ^www\.example\.com$
RewriteRule ^/?$ "http\:\/\/example\.com\/" [R=301,L]

- If you want to redirect http://example.com to http://www.example.com, you can use this:

RewriteCond %{HTTP_HOST} !^www.example.com$ [NC]
RewriteRule ^(.*)$ http://www.example.com/$1 [L,R=301]

Note that you must put the above lines somewhere after RewriteEngine On line.

Explained Pre-Optimization Report

Technical analysis of the SEO is one of the main successful SEO campaign to take, because it exposes the organic status of the issues that will not be able to see the surface. To complete the technical analysis of Web pages or Website as we can start a SEO campaign.

1.Indexed Pages: This number is the approximate numbers of pages on that have been stored in various Search Engines. The web crawler of various search engines will visit the website periodically and look for new content for its index. Generally, the more pages your site has within the Search Engine cache, the better. We need to work on indexing additional pages in Google, Yahoo and Bing.

Recommendation: In order to list and index all of the pages on search engines we will have to work from scratch and create search engine sitemap andurllist.txt for this site.

2.Domain Info: The domain age often helps to push rankings of a site. Older domains are more recognized by search engines as compared to newer domains and this helps in the effectiveness of the SEO campaign. Most experts agree that you should register your domain for a long time, because search engines factor domain “stability” when looking at your pages.

Recommendation: The domain is registered for 1 year and is set to expire almost in 9 months from now. So this is a positive aspect for the reliability of domain for search engines that it’s registered since a long time but since it’s going to expire in a year so it’s a bit negative impact as well. We suggest renewing the domain for multiple years so it will benefit in search engine indexing further.

3.Metadata: Metadata tags allow you to tell the search engines what your web page is about. Meta-data is information about a web page that is not part of the “core” content of the page. It provides useful information regarding the page to various pieces of software (a browser, search engine crawlers, etc.). From a structural perspective, meta-data is stored in a different part of the web page’s HTML code than the usual web content that people see

Recommendation: You can better optimize them and create unique Title and Meta tags for all the pages. We will optimize pages according to selected SEO package with finalize keywords.

4.Content Optimization: The content of a website play very vital role in getting high ranking on the search engines, the content should be unique and keyword rich. Relevant page content with a sufficient keyword density is an essential component of effective SEO. Carefully written product titles and descriptions with careful attention paid to keyword density can have an enormous effect on rankings in combination with the other factors.

Recommendation: You can highly recommend that a lot of new keyword targeted content should be added on each page, so that we can re optimize your website with the new unique keyword rich content to get better rankings.

5.Heading Summary: Similar to how newspapers and magazines use headings and sub-headings to help readers, websites can use special tags in their HTML. These tags not only help human readers read the content, they also help search engine spiders better understand the content on a page and what is most important. It is generally a good idea to use heading tags to help signal to the search engines, what the web page is about.

Recommendation: You will add h1, h2 heading with primary and secondary keyword if applicable with design. If it required to changes in design or CSS we will do that as well.

6.Inner Page Analysis: We looked at a few other pages on your website to see how well they are optimized. This sort of interior page analysis can reveal exciting opportunities for you to target specific keywords or visitors. You can then create landing pages optimized towards converting those visitors into customers.

Recommendation: The inner pages of the website are not that well optimized and Meta data is not helpful from SEO Point of view.

7.Image ALT Tag: You looked at a few other pages on your website to see how well they are optimized. This sort of interior page analysis can reveal exciting opportunities for you to target specific keywords or visitors. You can then create landing pages optimized towards converting those visitors into customers.

Recommendation: You need to add keyword targeted ALT text to all the images. We will add Keyword-Rich Image alt tag.

8.Backlinks: Backlinks links that point to your website from other websites. It’s like a popularity rating for your website. Since this factor is crucial to SEO, you should have a strategy to improve the quantity and quality of backlinks.

Recommendation: You will need to build more number of links to the site for search engine ranking effects

9.Textual Sitemap: A textual sitemap contains links to every page of your site, which helps search engines in crawling every page of the site easily. It also helps users in easily navigating to all the pages of your site.

Recommendation: You can recommend creating a Textual Sitemap for the website

10.Search Engine Sitemap: Search engine sitemap is an easy way for you to submit all your URLs to the search engine’s index and get detailed reports about the visibility of your pages on the search engines. With Search Engine Sitemap you can automatically keep the search engines informed of all your web pages, and when you make changes to these pages to help improve your coverage in the search engine’s crawl.

Recommendation: Better crawl coverage and fresher search results to help people find more of your web pages. A smarter crawl because you can tell the search engines when a page was last modified or how frequently a page changes. You can ping Bing, Google, Yahoo and ASK each time you upgrade the sitemap at these urls:


http://www.google.com/webmasters/sitemaps/ping?sitemap=http://www.yourdomain.com/sitemap.xml






http://www.bing.com/webmaster/ping.aspx?siteMap=http://www.yourdomain.com/sitemap.xml






http://search.yahooapis.com/SiteExplorerService/V1/updateNotification?appid=YahooDemo&url=http://www.yourdomain.com/sitemap.xml




http://search.yahooapis.com/SiteExplorerService/V1/updateNotification?appid=YahooDemo&url=http://www.yourdomain.com/sitemap.xml



11.Robots.txt: A text file present in the root directory of a site which is used to control which pages are indexed by a robot. The Robots.txt file is used to define to the search engines what web pages you want them to index and what pages you don’t. As a search engine spider begins a crawl of your site, the Robots.txt file is the first place they look at for, a fast and easy way of finding the web pages they need to crawl. Having a Robots.txt implemented in your site also speeds up the process in which your website is crawled.

Final Note

The above points are certainly a must, but one thing to remember especially with search engine optimization is that continuous work is required to gain great results. by (Your Name)

Mobile SEO Techniques

Mobile SEO Techniques
Millions of users these days access the web using smartphones running on Android, iOS, or Windows. Hence, it has become imperative that websites adapt themselves to this changing environment and make suitable changes in their website design to attract more viewership.

The desktop version of a site might be difficult to view and use on a mobile device. The version that is not mobile-friendly requires the user to pinch or zoom in order to read the content. Users find this a frustrating experience and are likely to abandon the site. In contrast, a mobile-friendly version is readable and immediately usable.

A recent Google update makes it mandatory that a website should be mobile-friendly to be effective on Mobile Search Engines. Note that a website that is not mobile-friendly will not have any impact on regular search engines either.

In this chapter, we will see how to make a website mobile-friendly in order to ensure the visitors who access the website from mobile devices have an optimized experience.

What is Mobile SEO?

Mobile Search Engine Optimization is the process of designing a website to make it suitable for viewing on mobile devices of different screen sizes having low bandwidth. Apart from following all the SEO rules which are applicable to a desktop website, we need to take additional care while designing a website for mobile devices. A website is mobile friendly if it has the following attributes −

A good mobile website has a responsive design which performs well on desktops as well as mobile devices. It not only reduces the maintenance of the website but also makes the content consistent for the search engines.

The contents of a good mobile website are easy to read on a mobile device without having to zoom the screen. It has appropriate fonts, colors, and layouts.

It is easy to navigate through a good mobile website on a small screen. It provides links and buttons that can be easily maneuvered using a finger.

A good mobile website is lightweight such that it takes less bandwidth and time to load on mobile networks.

The Home Page of a mobile website plays the most important role in connecting users to the content they are looking for. Therefore, good mobile websites make sure the most important links are displayed on the Home Page so that they get enough visibility.

The ranking of a website depends heavily on how user friendly it is. You can follow the guidelines given below to design a great mobile-friendly website.

Optimize Your Site for Mobile

If your site is already optimized for search engines, then it should not be too difficult to optimize it for mobile devices. First, let us understand what it takes to go mobile. We can categorize the steps into three broad categories −

Step 1 − Select a Mobile Configuration

Step 2 − Inform Search Engines

Step 3 − Avoid Common Mistakes

Select a Mobile Configuration

There are three different mobile configurations that you can choose from −

Step 1 − Responsive Web Design

Step 2 − Dynamic Serving

Step 3 − Separate URLs

Each has its own advantages and disadvantages. Google recommends responsive design, however it supports all three configurations. The following table shows how the mobile configuration affects your URL and HTML code −

Responsive Web Design

Google recommends responsive web design become it is the simplest mobile configuration and very easy to implement. It serves the same HTML code on the same URL, however it adjusts the display based on the screen size of the mobile device.

Dynamic Serving

Dynamic serving is a type of mobile configuration where the URL of your website remains unchanged, but it serves different HTML content when accessed from a mobile device.

When your content is dynamically served from the server, make sure you inform Google that the content it is crawling may look different on mobile devices. A major drawback of this approach is that you will have to do additional processing on your content at the server level before severing it to the user. This approach puts unnecessary load on your server and makes it slow.

Separate URLs

When you maintain two different URLs — one for mobile users and another for desktop users – make sure you inform Google explicitly when to serve which version. Google does not recommend separate URLs because it can detect automatically that your mobile pages are different from your desktop pages.

This approach is not practical when you have a big website because maintaining two versions of the same website will require double the effort and money. At the same time, you cannot avoid various discrepancies in your content while maintaining two versions.

From the viewpoint of SEO, each URL performs separately. Hence your desktop ranking will never be added to the mobile ranking and they will always be assumed as separate websites. We don’t recommend maintaining different URLs for mobile and desktop versions if you want to draw the benefits of SEO.

Inform Search Engines

Make sure Google and other search engines understand your mobile configuration. Most important of all, Google must understand your page so that it can rank your website properly. How you inform Google depends on which mobile configuration — responsive web design, dynamic serving, or separate URLs — you have opted for.

In case your site has a responsive design, Google’s algorithms can understand it automatically without you having to inform Google. When you have a responsive design, just make sure you have the following meta-tag in your webpage header −

The viewport decides how your webpage will be displayed on a device. A site with responsive design varies its size based on the size of the device screen. Declare a viewport so that your webpage displays correctly on any device.

If your website is dynamically served, make sure you allow Google detect your configuration using the Vary HTTP header −

The Vary header is important to tell the search engines that different content will be served on desktops and mobile devices. This header is really important when your content is served by any cache system like a Content Delivery Network and those systems will make use of this header while serving content on different devices.

In case you maintain separate URLs, e.g., example.com and m.example.com, then you can inform Google by adding a special link rel=alternate tag in your desktop version and vice versa as follows.

Avoid Common Mistakes

In order to optimize your website for mobile devices, make sure you avoid committing the following mistakes −

Slow Mobile Pages − Mobile networks are slower as compared to wired Internet networks, so it is important to pay attention to how fast your mobile pages load. It is a critical Google ranking factor. Use a mobile SEO tool to find out your mobile page speed. Google provides a number of good tools that you can use. Browse the following link − https://www.google.com/webmasters/tools/mobile-friendly/

Don't Block CSS and JavaScript − Google recommends to use inline CSS and Javascripts for mobile friendly websites so that they can be downloaded along with the content. So if you don’t have much CSS, then try to adjust it within the tag itself; but if you are using a lot of CSS in separate files, then try to include it at the bottom which will stop blocking the other content being downloaded. The same rule applies to Javascript, which can be kept inside the page itself or included at the bottom of the page. If you can avoid including the file at the top of the page, then make use of async attribute while including them.

Mobile Redirects − Since mobile networks are normally slow, too many redirects can hurt your page speed. If you are maintaining multiple URLs, make sure all your links point to the relevant pages. In case you maintain multiple URLs and you recognize a user is visiting a desktop page from a mobile device and you have an equivalent mobile page at a different URL, then redirect the user to that URL instead of displaying a 404 error.

Heavy Images − Heavy images reduce the load time, however we cannot completely get rid of them since they are useful and effective. Therefore you should maintain a good balance between text and heavy images. Use a good tool to optimize your images and save them at low resolution to avoid heavy downloads.

Avoid plug-ins and pop-ups − Plug-ins like Flash and Java may not be available on user’s mobile device. Always ensure you don’t have any unplayable content on your mobile page. Avoid using pop-ups on mobile pages because it becomes quite clumsy to close these pop-ups on a mobile device.

While creating a mobile page, always keep in mind that the user has limited space to work on. So, you need to be as concise as possible while creating titles, URLs, and meta-descriptions – of course without compromising the essence or quality of information.

Useful Tools

Here is a list of some useful tools that you can use to find out how mobile friendly your site is −

Google Webmaster Tools − Use the available Google tools and techniques to understand what should be used and what should be avoided while designing desktop as well as mobile websites.

Mobile Emulator − It lets you see how your site appears on a wide variety of mobile devices.

Moz Local − Use this tool to ensure that your local SEO is in order.

Responsive Web Design Testing Tool − Use this tool to see how your responsive site looks like on a variety of mobile devices with different standard screen sizes.

Screaming Frog − This is a useful tool that allows you to analyze your site and double-check all the redirects.

User Agent Switcher − This is a Firefox add-on that you can use to find out how your site looks like when accessed from a different user agent.

Optimized Keywords

Optimized  Keywords


A keyword is a term that is used to match with the query a person enters into a search engine to find specific information. Most people enter search phrases that consist of two to five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive.

The following concepts related to keywords, help in optimizing the keywords on a web page.

Keyword Frequency

This is calculated as how often does a keyword appear in a website title or description. You do not want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you are be penalized for "spamming" or keyword stuffing.

In general though, repeat your keyword in the document as many times as you can get away with, and up to 3-7 times in your list of metatags.

Keyword Weight

It refers to the number of keywords appearing on your web page compared to the total number of words appearing on that same page. Some search engines consider this while determining the rank of your website for a particular keyword search.

One technique that often works well is to create some smaller pages, generally just a paragraph long that emphasizes a particular keyword. By keeping the overall number of words to a minimum, you can increase the "weight" of the keyword you are emphasizing.

Keyword Proximity

It refers to the placement of keywords on a web page in relation to each other or, in some cases, in relation to other words with a similar meaning as the queried keyword.

For search engines, that grade a keyword match by keyword proximity, the connected phrase home loans will outrank a citation that mentions home mortgage loans assuming that you are searching only for the phrase "home loans".

Keyword Prominence

It is a measure of how early or high up on a page, the keywords are found. Having keywords in the first heading and in the first paragraph (first 20 words or so) on a page are best.

Keyword Placement

Where your keywords are placed on a page is very important. For example, in most engines, placing the keywords in the Title of the page, or in the Heading tags will give it more relevancy. On some engines, placing keywords in the link text, the part that is underlined on the screen in a browser, can add more relevancy to those words.

Best Places to Put Keywords

Finding Keywords

There are many different ways to find keywords for your website. Some good keyword ideas are:

The potential words, people would use to find your product or service.

The problems that your prospective customers may try to solve with your product or service.

Keyword tags on competitor's websites.

Visible page copy on competitor's websites.

Related search suggestions on top search engines.

Using an online tool such as Google Keyword Tool

By analyzing your website carefully and finding out proper keywords. This task can be done by expert SEO copywriters.

Pay attention to stemming for your keywords - particularly to what the root word is and what Google considers to be a match for that word, when optimizing pages over time.

You can do brainstorming to identify correct keywords for your site.

What is Word Stemming?

Google uses a feature called word stemming that allows all forms of the word - singular, plural, verb form as well as similar words to be returned for a given search query.

So if someone types in "house plans", not only the pages that are optimized for that phrase but the pages that contain all variations of that phrase are returned. For example, "house plan", "house planning", "house planner".

Hope you have some understanding on keywords and you also know how to identify them and where to use them. The next chapter explains how to optimize metatags for better results.

SEO Tactics & Methods

SEO techniques are classified into two broad categories:

White Hat SEO - Techniques that search engines recommend as part of a good design.

Black Hat SEO - Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing.

White Hat SEO

An SEO tactic is considered as White Hat if it has the following features:

It conforms to the search engine's guidelines.

It does not involve in any deception.

It ensures that the content a search engine indexes, and subsequently ranks, is the same content a user will see.

It ensures that a web page content should have been created for the users and not just for the search engines.

It ensures good quality of the web pages.

It ensures availability of useful content on the web pages.

Always follow a White Hat SEO tactic and do not try to fool your site visitors. Be honest and you will definitely get something more.

Black Hat or Spamdexing

An SEO tactic, is considered as Black Hat or Spamdexing if it has the following features:

Attempting ranking improvements that are disapproved by the search engines and/or involve deception.

Redirecting users from a page that is built for search engines to one that is more human friendly.

Redirecting users to a page that was different from the page the search engine ranked.

Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic.

Using hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as "no frame" sections.

Repeating keywords in the metatags, and using keywords that are unrelated to the website content. This is called metatag stuffing.

Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called keyword stuffing.

Creating low-quality web pages that contain very little content but are instead stuffed with very similar keywords and phrases. These pages are called Doorway or Gateway Pages.

Mirror websites by hosting multiple websites - all with conceptually similar content but using different URLs.

Creating a rogue copy of a popular website which shows contents similar to the original to a web crawler, but redirects web surfers to unrelated or malicious websites. This is called page hijacking.

Always stay away from any of the above Black Hat tactics to improve the rank of your site. Search engines are smart enough to identify all the above properties of your site and ultimately you are not going to get anything

PAGE JACKING

PAGE JACKING

Page Jacking is the stolen the content of the higher ranking website or Google top 10 search results website.It is the part of black hat and it is not good.So always try to use the fresh and unique content according to your website's services or products.Page Jacking is not a good idea for getting higher ranking in search engines.

CLOAKING

CLOAKING

A website that returns altered webpages (different contents) to search engines crawling the site is known as cloaking. In other words, a human reading the site would see different contents or information than a search engine robot/crawler reading the site. Most of the time, cloaking is implemented in order to improve search engine ranking by misleading the search engine robot into thinking the content on the page is different than it really is. Cloaking can be a dangerous method of getting listed in the search engines and may not be recommended. .

Google Hummingbird

GOOGLE HAMMING BIRD

Google has a new search algorithm, the system it uses to sort through all the information it has when you search and come back with answers. It’s called “Hummingbird” and below, what we know about it so far.


What’s a “search algorithm?”

That’s a technical term for what you can think of as a recipe that Google uses to sort through the billions of web pages and other information it has, in order to return what it believes are the best answers.

What’s “Hummingbird?”

It’s the name of the new search algorithm that Google is using, one that Google says should return better results.

So that “PageRank” algorithm is dead?

No. PageRank is one of over 200 major “ingredients” that go into the Hummingbird recipe. Hummingbird looks at PageRank — how important links to a page are deemed to be — along with other factors like whether Google believes a page is of good quality, the words used on it and many other things (see our  Periodic Table Of SEO Success Factors for a better sense of some of these).

Why is it called Hummingbird?

Google told us the name come from being “precise and fast.”

When did Hummingbird start? Today?

Google started using Hummingbird about a month ago, it said. Google only announced the change today.

What does it mean that Hummingbird is now being used?

Think of a car built in the 1950s. It might have a great engine, but it might also be an engine that lacks things like fuel injection or be unable to use unleaded fuel. When Google switched to Hummingbird, it’s as if it dropped the old engine out of a car and put in a new one. It also did this so quickly that no one really noticed the switch.

When’s the last time Google replaced its algorithm this way?

Google struggled to recall when any type of major change like this last happened. In 2010, the “Caffeine Update” was a huge change. But that was also a change mostly meant to help Google better gather information (indexing) rather than sorting through the information. Google search chief Amit Singhal told me that perhaps 2001, when he first joined the company, was the last time the algorithm was so dramatically rewritten.

What about all these Penguin, Panda and other “updates” — haven’t those been changes to the algorithm?

Panda, Penguin and other updates were changes to parts of the old algorithm, but not an entire replacement of the whole. Think of it again like an engine. Those things were as if the engine received a new oil filter or had an improved pump put in. Hummingbird is a brand new engine, though it continues to use some of the same parts of the old, like Penguin and Panda

The new engine is using old parts?

Yes. And no. Some of the parts are perfectly good, so there was no reason to toss them out. Other parts are constantly being replaced. In general, Hummingbird — Google says — is a new engine built on both existing and new parts, organized in a way to especially serve the search demands of today, rather than one created for the needs of ten years ago, with the technologies back then.

What type of “new” search activity does Hummingbird help?

“Conversational search” is one of the biggest examples Google gave. People, when speaking searches, may find it more useful to have a conversation.

“What’s the closest place to buy the iPhone 5s to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “iPhone 5s,” for example.

Hummingbird should better focus on the meaning behind the words. It may better understand the actual location of your home, if you’ve shared that with Google. It might understand that “place” means you want a brick-and-mortar store. It might get that “iPhone 5s” is a particular type of electronic device carried by certain stores. Knowing all these meanings may help Google go beyond just finding pages with matching words.

In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words

Google Penguin Recovery Tips

GOOGLE PENGUIN

Google Penguin Update is a web spam algorithm update to penalized spam sites on the search results. As Google prefers on organic results, thus they always making updates to remove spam sites such as over-optimized, low quality or bad sites etc.

Why my site is hit by Google Penguin Update

If your site is hit by Google Penguin Update, then there must be a valid reason.

Your site may violating its quality guidelines.

Your site may showing Google different then your users which is called 'Cloaking' . Cloaking will definitely decrease your ranking on the search engines.

Your site may contain harmful elements such as Java Scripts, flash etc. that aren't crawlable by the boots.

Your site may involving in link exchange or receiving inbound links from bad sites.


GOOGLE PENGUIN RECOVERY TIPS

Your site shouldn't have hidden text or hidden links.

You shouldn't use cloaking or sneaky redirects.

Your site shouldn't send automated queries to Google.

Your site should contain irrelevant keywords.

You shouldn't create multiple pages, subdomains, or domains with substantially duplicate content.

Your site shouldn't contain malicious behavior, such as installing viruses, trojans or other badware.

You should avoid "doorway" pages and should have original content

GOOGLE PENGUIN

GOOGLE PENGUIN

Google Penguin Update is a web spam algorithm update to penalized spam sites on the search results. As Google prefers on organic results, thus they always making updates to remove spam sites such as over-optimized, low quality or bad sites etc.

GOOGLE PANDA

GOOGLE PANDA

Google Panda is a change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites" and return higher-quality sites near the top of the search results.Google Panda - Google introduce "Panda" to serve the quality result to fuel the usage. Technologies make it very easy to develop such a large website within a short-time. Many web sites being created everyday which cause the rapid increase in poorly developed websites. Now Google needs to check the web page having low quality content in order to deliver quality result to their users. That's why Google introduce Panda to removed spam results from their SERPs. Panda is a ranking factor that has been added to the Google Ranking Algorithm. It is basically a "filter" that is design to identify the low quality page (articles, blog and simply copy and paste from other website) and effectively flags the site. Panda by Google will help in reducing spam.

What is SEM

INTRODUCTION OF SEM

Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions).Depending on the context, SEM can be an umbrella term for various means of marketing a website including search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or it may contrast with pay per click (PPC. SEM or Search engine marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.

What is SEO

INTRODUCTION OF SEO

Whenever you enter a query in a search engine and hit 'enter' you get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. If you have ever wondered why some of these websites rank better than the others then you must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO). SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines. Search Engine Optimization refers to the collection of techniques and practices that allow a site to get more traffic from search engines (Google, Yahoo, Microsoft).

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