SEO eBook


  1. SEO (Search Engine Optimization) Meaning
  2. Types of SEO
    1. Black Hat SEO
    2. Gray Hat SEO
    3. White Hat SEO
  3. ON-Page Optimization
    1. Initial Site Analysis
    2. Competition Analysis
    3. Density Analysis
    4. Page Title
    5. Meta Description
    6. Keywords
    7. Header(H1,H2,H3 Tag)
    8. Anchor Text
    9. Keyword Density
    10. Broken Link
    11. txt Creation
    12. Site Maps Creation
    13. Canonical / 404 Implementation
    14. Google Analytics
    15. Google Webmaster
    16. Notes
  4. OFF-Page Optimization
    1. Directory Submission
    2. Article Submission
    3. Press Release
    4. Blog Submission
    5. Video Creation and Optimization
    6. Classified Submission
    7. RSS Submission
    8. SMO
    9. Social Bookmarking
    10. Forum Discussion
    11. Profile Creation
    12. Blog Commenting
    13. Backlinks


On-Page V/S Off-Page Optimization

SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results. Optimizing (Changing) website so as to rank top in search engines.

Types of SEO:

As the colours of the types of search engine optimization suggest, there are stark differences in the approach and long-term results of white hat and black hat search engine optimization. Though both types of SEO have their proponents, most companies/websites with long-term, stable, and sustainable goals will tend to stay away from the dark-colored variety.

Here is a quick overview:

White Hat SEO Black Hat SEO
Definition White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which don’t run afoul of search engine (mainly Google) guidelines. Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are in direct conflict with search engine guidelines.
Wholesomeness Level High Very Low (not wholesome at all if you ask those in charge of cleaning search engine result page spam)
Techniques Some white hat SEO techniques include: high quality content development, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content and manual research and outreach. Some black hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden text, and hidden links.
What to Expect Steady, gradual, but lasting growth in rankings. Quick, unpredictable, and short-lasting growth in rankings.

A. Black Hat SEO:

Black Hat SEO also known as search engine spam, search engine poisoning, black-hat SEO, search spam or web spam. Black hat SEO refers to a set of practices that are used to increases a site or page’s rank in search engines through means that violate the search engines’ terms of service.

The following SEO tactics are considered black hat and should not be exercised at all if you want to stay above board with Google and other search engines:

B. Gray Hat SEO:

Gray Hat SEO is recognizable by ‘affordable’ pricing, since the search engine optimization company has to reduce cost by resorting to questionable techniques in order to deliver results, instead of highly involved campaign activities.

C. White Hat SEO:

In search engine optimization (SEO) terminology, white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.

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Types of White Hat SEO:

  1. ON Page Optimization:

In this, the changes are made within the website to rank top in search engines like Google 20%

  1. OFF Page Optimization (regular):

In this, the changes are made outside the website to rank top in search engines. 80%

 I. ON Page Optimization:

seo ebook on page tutorials akglsgroup

On page optimization involves changing the html code of the website’s every page which wants to rank top in search engines. It basically involves changing of Meta tags, Title tags, Header tags, font decoration, image alternative text, etc. Now, Firstly, choose set of keywords that are related to the

Content of your website.

1. Initial Site Analysis:

Initial site analysis is analyzing your own page such as the headers, loading time, etc. – anything you can control on your own page to rank as high as possible in SEO.

2. Competition Analysis:

Competition analysis is analyzing your competition in your niche. What keywords are they ranking for? What other sites are giving them links to boost their SEO? Competition analysis is helpful in finding your own strategy. It can boost your rankings while hurting your competition’s.

3. Density Analysis

Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

The formula to calculate your keyword density on a web page for SEO purposes is ( N k r / T k n ) ∗ 100 {\displaystyle (Nkr/Tkn)*100} , where Nkr is how many times you repeated a specific keyword and Tkn the total words in the analyzed text.

4. Page Title

These should contain anywhere between 65-100 letters, these are the words that should start with (or have) your keywords, the title of a webpage is displayed in the title of the website, in Google organic search, the title of the website is displayed in the first line of the each result in blue colour, the

title has to be interesting so that the reader is attracted to open the website. There should be only one title tag per webpage. The Google reads the first 65 characters of your web title. Your title must start with the keywords that you are targeting to perform well in search engines. The title has to be attractive so that users are attracted to click the website.

Syntax of title tag:<title>….</title>

The … must have the keywords that you are targeting in the first 55-65 characters. title tag is present anywhere between the <head> and </head> tags of your webpage.

Changing the title tag in blogger

Under any blogger site click on Design –> Edit HTML –>just after the <head> tag give the title of your homepage.

Changing the title tag in wordpress:

In the admin logged in area in word press click on editor under the appearance menu, then click on the header.php file, here you would find the <head> tags, between them just put your own title tag.

Note: Both in blogger and word press, this tag is already present, just change the content of title tag, according to your requirement.

5. Meta Description:

The meta description should consist of not more than 100 words, anywhere between 80-100 words make a good meta description, note that the first 25 words (160 to 500 characters) of the meta description should have all your keywords. This part is displayed next to title of each search result in the Google organic search.

Syntax:<meta name=”description” content=” ….”>

In the ….put your webpage description, see that the first 25 words you enter must have the keywords that you are targeting. Meta description tag is present anywhere between the <head> and </head> tags of your webpage.

Note – Meta description is not always displayed but it is generally displayed, most of the time Google picks first 25 words of the result webpage text content as meta description. The Meta description must be unique to each page of the website. There should be only one Meta description tag per webpage. The keywords that you are targeting should be present in the first 25 words of the meta description tag. The meta description tag is a traditional concept and now days, it is ignored by the Google.

6. Keywords:

This tag should contain all the keywords that you are targeting separated by comma. There should be only one meta keywords tag per webpage.

Ex: norton antivirus, norton support phone number etc…

It should consist of anywhere around 5 – 10 keywords. This concept is again a traditional one, Google these days does not read this tag at all and will never in future.

Syntax of Meta Keywords Tag:

<meta name=”keywords” content=”…”>

must have the keywords separated by comma. This tag is again entered between the head tags of any webpage.

Changes (html) in word press:

In the admin logged in area, go to the editor under the appearance menu on the left side, you’ll find different html editor for various parts of the webpage, edit the desired tags and save the template.

7. Header (H1, H2, H3 Tag):

The header tags of the website pages should always consist of the keywords that you are targeting. There should be only one h1 tag per page for better ranking in Google however you can have more than one <h2> and <h3> tags

sytax: <h1> … </h1> and so on for all the header tags from h2 to h6 tags.

8. Anchor Text (Image Alternative Text):

<Image Alternative text>tag: The image alternative text tag should always contain the keywords that you are targeting. Do not have the same image alternative tag for more than 1 image, use different text but see that it has the keywords that you are targeting.

For eg. If my keyword is ‘mobiles’ then i can have images with alt text as, mobiles nokia, mobiles lg, mobiles samsung s2 glaxy etc…

Note: In blogger the image alt text tag is represented by image anchor text tag..

Syntax 1 (For bloggers): image anchor=”….”

Syntax 2 (For others): img alt=”….”

  1. Keyword Density

See that the keyword density in the web page is anywhere between 2% – 4% for better ranking in Google and the starting 20 words of your webpage must have these keywords.

  1. Broken Link:

If at all any page in a website does not have navigation (link) to any other page of your website, this condition is called as broken link and it is a big ‘drawback of SEO’. A site can never ever rank top with a broken link so, it is must avoid. To avoid broken link and interconnect related inner pages

within your site, go, get the code and paste it just before the closing body tag ( < /body>) of your website’s edit html page (For any general site )

For Word press: Just download the plug-in and install the plug-in in the word press admin logged in area by going to the add new plug-in option.

For the Blogger websites: Just click on ‘install the widget’ and you are done.

11. Robots.txt Creation:

In order to make a robots.txt file, you need access to the root of your domain. If you’re unsure about how to access the root, you can contact your web hosting service provider.

You must apply the following saving conventions so that Googlebot and other web crawlers can find and identify your robots.txt file:

As an example, a robots.txt file saved at the root of, at the URL address //, can be discovered by web crawlers, but a robots.txt file at // cannot be found by any web crawler.

12. Creation of XML/ HTML/ ROR/ Text Sitemap:

Sitemaps are the html / xml representation of all the page urls of your site, any sitemap file would have all the addresses of each of its pages, when such types of sitemaps are created and submitted to the search engines automatically, all the webpages of your website are entered in the search engine directories. Each website has got one sitemap.

Adding the sitemap file in webmaster tools from

In blogger sites, when a site is built the sitemap files are created automatically in the background in the format:


websites: (or) html

note: it does not have ‘www’. while adding atom.xml file if it is redirected to Feed burner account, you may get an error in Google Webmasters tools while adding Blogger sitemap. For this particular problem, just adding ?redirect=false will solve this problem. So the sitemap address that you should be adding is:atom.xml?redirect=false The default number of URLs in Blogger XML sitemap is 26 for rss.xml or atom.xml file, so within Webmasters tools you will see there are 26 total URLs. But if you have more than 26 posts and less than 100 posts then you can add the following

sitemap: atom.xml?redirect=false&start-index=1&max-results=100

For more than 100 posts, add a second sitemap:


For more than 200 posts, repeat above to add a third sitemap:


a snap at:

13. Canonical/ 404 Implementation:

Redirection like 301 is a server side redirect that help users and search engines find content that has moved to a new URL permanently whereas canonical tag is a preferred version of a set of pages with similar content that tell Google that one URL is the same as another URL for search.

Implement A 301 Redirect

Implement A Rel=canonical Attribute

14. Google Analytics:

This tool gives us the statistics of the traffic for our website, with the help of this tool, you can know the details of the traffic such as:

  1. Source of the traffic (Search engines, Reference sites, Direct)
  2. Keywords in search engine that bought the visitors to our site.
  3. Region of traffic.
  4. Browsers from which the traffic has come.
  5. Avg. time spent by the visitor in our site.
  6. Avg. number of pages visited by the visitors.
  7. Search Engines from where the traffic has come etc…

The Google analytics tool is present at the address

You can add100 sites as possible with just 1 Google analytics account.

Adding your website in Google analytics

Sign up then login, in the login area click on ‘ add a profile ‘ then give your website address, click on ‘finish’, copy the tracking code shown in the text box and paste in between the <head> and </head> tags of your website’s homepage. Get back to Google analytics and click on ‘save and finish’. This would add your site to Google analytics over a short period of time.

15. Google Webmaster:

Adding your website to webmaster tools:

Before you can add your site to the webmaster tools you have to first register in webmaster tools and then login, in the login area you would find the option ‘add a site’, enter you website address here and click on ‘continue’, then click the ‘alternate methods’ and select the option ‘add a meta tag to verify the tag’, copy this meta tag, go to your site edit html page and then paste this tag between the <head> and </head> tag, save the file and in webmaster tools, click on ‘save and verify’. This would add your site to webmaster tools; you can add as many sites as possible with a single webmasters account.

This tool is designed for the SEO Experts, in this tool one can

Difference between Webmaster tools and Google analytics?

Google Webmaster tools give the statistics of SEO while Google Analytics gives the statistics of Traffic to your website.