SEO Optimization - Basics

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Automate SEO Tasks


You can search the Internet for SEO Automation Tools but it would be nearly impossible to find just one tool that can do all the SEO tasks. Indeed, a lot of the work is a combination of art and science, and only by experience, you'll be able to make the optimum decisions when fine-tuning your website. There are dozens of  link buildersarticle spinners, and online directory submission software out there. A lot of these may or may not work in light of all of Google's ongoing algorithm updates--which are sometimes announced, but most of the time come unannounced. The Google Panda, Penguin, and Hummingbird updates were all intended to improve the search algorithm, weed out the cheaters, penalize thin websites and sites that depended on link wheel systems. Sites that were not mobile responsive and were not human readable also paid a price. If it feels wrong, don't do it. Don't try to game Google. Just offer comprehensive content that web visitors are looking for. You can decide on the right content to create by performing diligent keyword research, optimizing your textual content, images, and videos. Here is a sample SEO Plan for daily, weekly, monthly SEO activities. Not all businesses are the same, so tweek it and adapt it as required to adjust for current business conditions for your business.


  • Daily SEO Tasks – Planning, constant automation, execution, and review (1 -3 hours)
    • Facebook Fan Page Posts
    • Google+
    • Twitter
    • YouTube Videos
  • Create New Content – Articles, Posts, YouTube Videos (1-4 hours)
    • Research and write based on weekly keyword research
    • Research royalty free images for these articles and posts
  • General Administration Duties (1-2 hours per day)
    • General Administration Duties (1-2 hours per day)
    • Time & Work Tracking
    • Technical Documentation (update wiki pages)


  • Weekly Keyword Research for new web pages and social media content
  • Weekly review of existing targeted keywords. Analyze pages that rank higher and implement new ideas to improve rankings. Track this in a Google Doc spreadsheet.
  • Write 1-4 new articles, 400-600 word count, optimise: text, images, videos
  • Create at least 1 YouTube video for social media postings (website content, property listings, and general property info).
  • Create at least 1 weekly LinkedIn post per week
  • Devote some time to look for new SEO Tools


  • Create Google Analytics Report for last 30 days
    • Update Google Docs spreadsheet to show monthly statistics in one form
    • Include the following metrics
      • Sessions
      • Users
      • Pageviews
      • Average Session Duration
      • Bounce Rate
      • % New Session
      • New Visitors
      • Returning Visitors
      • Languages
        • English (US)
        • English (GB)
        • English
        • French
        • Italian
      • Browser
        • Chrome
        • Safari
        • Firefox
        • Internet Explorer
      • Operating System
        • Windows
        • Macintosh
        • I-OS
        • Android
        • Linux
        • Chrome OS
        • Windows Phone
      • Screen Resolution
        • 360 x 640
        • 375 x 667
        • 768 x 1024
        • 414 x 726
        • 412 x 732
        • 320 x 480
        • 320 x 534
        • 601 x 962
        • 800 x 1280
      • Number of Backlinks
      • Monthly Refresh of SEO files in root directory:
        • Sitemap.xml
        • Robots.txt
      • Monthly Review of Broken Links:
      • Monthly Review of website from various online website graders
      • Monthly Review of current webpages

How to Perform an SEO Audit


There are a lot of online tools out there that perform SEO Audits. Most of these online SEO Audit tools will check for:
  • File exist: robot.txt
  • File exist: sitemap.xml
  • Use of Google Analytics
  • Use of Google Webmaster Verification
  • Use of Bing Webmaster Verification
  • Use of Google+
  • Unique page titles
  • Unique page descriptions
  • Check for missing alt tags
  • Check for meta keywords
  • Use of H1, H2, H3, H4, H5, H6 headers
  • Use of bold, italics, links
  • Links to social media accounts 
  • Number of broken links
  • Number of internal links
  • Number of external links
  • Page Load Speed
  • Above the fold content
  • Keywords in URL
  • Responsive web design (looks okay on mobile devices)
  • Canonical Issues. Example:
  • date modification date
  • copyright notice
  • privacy policy
  • back to top link
  • mailto link
  • business days
  • company registration details
  • reference to page date
The best thing to do is to audit each web page (starting with the home page/index.html) individually yourself. You can look at the the HTML code for each page of a website by clicking CTRL-U. This will open up another browser tab for the page in HTML format. Then, you can do a find: CTRL-F for the element that you're looking for.

For example, if you are looking to see if Google Analytics is installed, search for (CTRL-F): "analytics".

If you are looking to see if  images are optimised and that the alt attribute and image title tag has been defined, then search for (CTRL-F) for: "jpg", "gif", "png".

If you are looking for unique page titles and page descriptions, hit CTRL-U on the page your working on to bring up another tab that shows the content in HTML format. Then search (CTRL-F) for titles and descriptions to see if they are indeed unique.

Online SEO Audit Tools

HOBO Internet Marketing

SEO Using YouTube Videos

SEO YouTube Strategy:

Use a group of images to create a short YouTube (1 minute 30 seconds to 3 minutes long) video to drive traffic to the GL website. Ideally, every property listing will behave its's own independent video with links back to the property listing, contact page, and social media accounts. Video file name, description.

Here's a step by step example on publishing your first video to drive traffic back to your website.

Microsoft Office Powerpoint (to create opening & closing credits)

  • Use MS PowerPoint to create slides for opening credits and closing credits. If you are eventually planning to make multiple videos, it would be wise to use a common opening and closing credits to help remind the viewers that this video is another one created by the same website.
  • Opening Credits (Powerpoint converted to jpg)
  • Closing Credits Slide 1 (Powerpoint converted to jpg)

  • Closing Credits Slide 2 (Powerpoint converted to jpg)

  • Royalty Free Music (for background music)

    Google for "royalty free music" to add as background music on your new video. Silent videos are a bit boring so choose a sound track that's a little bit upbeat and exciting. Using Windows Movie Maker, you can fade in in the beginning, and fade out at the end to give the video a more professional feel. By the way, it's good to have maybe 5 tracks reserved--you don't want to be playing the same background music on all of your videos. Mix it up a bit.

    Likewise, make sure that the group of images you're adding are royalty free as well. Here's an idea to get original images: open up YouTube and search for related videos of the image you want to target. Hit the pause key, and take a snapshot of the video frame and use it to make your own YouTube videos. This is important--try and only use hi-re images. Low resolution (small images) just doesn't have the quality once the video is opened up in a 15" monitor or bigger.

    • Make full use of the YouTube Annotation Tools


    • You'll need this software tool to adjust (optimise) various settings for your video (mp4) file that you will upload to YouTube.

    • Some of the settings you will adjust include:
      • setting output container to mp4
      • check the "web optimised" box
      • set video codec to H.264 (x264)
      • set FPS to "same as source". Choose 30 or 25 FPS to reduce file size.

    YouTube Upload (Optimise):

    Don't just upload your YouTube video and consider the job done. Optimise the video by filling out all the pertinent information. Remember to use a keyword rich video title, video description, references to your contact information, Email, phone, website (full URL), and all of your Social Media Accounts.

    The link to the finished YouTube Video is here:

    Check out the keywords and contact information spread throughout the Video Description:

    Just like anything else. Make time for review. After completing the video yesterday, I spent some time to review, and I caught a couple things to help improve the video. I was looking at some related videos, and I noticed that they also added public transportation information. I think this information is important so, I went ahead and added it to the video description. Click on the image below to enlarge.

    Other SEO Tools-Besides Google Analytics

    SEO Software Tools I (Images & Files)

    Windows File Explorer:

    • Add image properties
      • Tags
      • Ratings
      • Title
      • Authors
      • Comments


    • Add various metadata. GPS coordinates. Create template & add meta data in batches.
      • Categories/Keywords
      • Contact Information
        • Byline
        • Byline Title
        • Address
        • City
        • Postal Code
        • State/Province
        • Country
        • Phone
        • Email
        • URL
      • Location
        • Latitude (Decimal/Sexagesimal)
        • Longitude (Decimal/Sexagesimal)
        • Country Code
        • Country
        • State/Province
        • City
        • Sublocation
      • Source
        • Artist
        • Caption Writer
        • Source
        • Credit
        • URL
        • Copyright
      • Description
        • Object Name
        • Headline
        • Caption
        • Special Instructions


    • Automate batch renaming, resizing, and  adding watermarks

    SnagIt/Awesome Screen Capture 

    • for Google Chrome: for generating SEO Reports

    Create a Sitemap for your website:

    Go to and generate from that webpage by entering the URL of the website you need a sitemap.xml file for.

    Create robot.txt file and upload to root directory:

    SEO Tools: Google Analytics

    SEO Tools: Google Analytics (GA)

    Google Analytics is the number one tool used by SEO Experts worldwide. It's 10 lines of Java tracking code usually inserted just before the </head>  tag on each page you want to track. In return you get the ability to track/monitor hundreds of metrics that determine the overall health/progress of your website. Use the info to help decide marketing campaigns, which pages to promote or phase out. Knowing your customers helps you serve them and increase your overall service and ratings, increasing your chances of  business success. Get started by going here:

    Google Analytics Definitions:


    Total number of sessions during the date range. Default is set to last 30 days.


    Users that have at least one session within the selected date range. Includes both new and returning users.


    Pageviews is the total number of pages viewed. Repeated views of a single page are counted.


    Pages per session (Average Per Depth) is the average number of pages during a session. Repeated views of a single page are counted.

    Average Session Duration

    The average length of a Session.

    Bounce Rate

    Bounce rate is the percentage of single-page visits (Example: Entering sited through home page without engaging in other pages).

    % New Sessions

    An estimate of the percentage of first time visits.

    Google Analytics Screen Shots:

    Audience Overview:

    Language Info:

    Country Info

    Map Overlay:

    City Info:

    Browser Info:
    Device Category:

    Device Info:

    New versus Returning Visitors:


    SEO Fundamentals

    Google Updates to their Search Algorithm:

    1. Panda Update - February 2011 - Minor Update - Penalize sites with poor quality (thin sites, not much content). 
    2. Penguin Update -  April 2012 - Minor Update - Penalize sites that SPAM. Penalize link building networks.
    3. Hummingbird UpdateSeptember 2013 - Major Update - Emphasizes meaning behind words. It was implemented one month before it was announced. If your rankings improved or remained the same, then you have nothing to worry about. If you lost your rankings, consider optimising webpage(s) again from scratch. Concentrate on quality. Avoid spammy links.

    What Can be Optimised:

    1. Content
    2. Images
    3. Videos

    Optimising Textual Content:

    1. Use 3-BIL technique. Choose a keyword/keyphrase to target. Use it at least three times. Once in bold. Once in Italics. Once as a link to an internal/external webpage.
    2. Spread some images in the post/article to hold interest of web visitor.
    3. Imagine a competitor writing a similar webpage. Then, make it better by giving more information. If your competitors are averaging 400 words per article, consider doing more (600 words minimum per article).
    4. Use H1, H2, H3, H4, H5, H6 headers. Using bullet points is a good thing.
    5. Last line of text should be CTA (Call to Action). Example: If you have any questions, drop by our office or send us a message by clicking here (link to contact us page).

    Optimising Images:

    1. Keyword/keyword phrase embedded in image name
    2. Keyword/keyword phrase in image directory name/structure
    3. Reduce image size to actual working size on website
    4. Add keytags to flikr/picasa/etc...
    5. Build out profile info in flikr/picasa/etc...
    6. Post to social media.

    Optimising YouTube Videos:

    1. Video Name - add keywords
    2. Video Description - add keywords
    3. Video Keytags - these are keywords
    4. Use full URL in Video Description (use: versus
    5. List *all* contact info in Video Description
    6. Download HandBrake software from Internet
    7. Video Codec: H.264 (x264)
    8. FPS (Same as source or 30 or lower to save space)
    9. Use mp4 format and choose web optimised
    10. Audio 128 or 63 bit to save space
    11. Use YouTube Annotations
    12. Use Opening Credits and Closing Credits. This is needed so that Google will crawl video
    13. Choose interesting thumbnails
    14. Video Editing Software Tools: Cyberlink PowerDirector (not free), Windows Movie Maker (free), Virtual Dub (free), Wax (free), Adobe Premier (not free)
    15. Just like on every webpage, add a call to action at the end. Guide viewer on what to do next. Send Email, visit website.
    16. Add closed captioning
    17. Post video to social media
    18. YouTube profile fleshed out with contact info, etc, etc.
    19. Set one YouTube video as the general featured video - make it auto-play
    20. YouTube videos set to public not private
    21. Allow comments, comment voting, video responses, ratings, embedding and syndication.

    Why Use YouTube Videos:

    1. Shows up in Google SERP (search engine results page)
    2. Interesting content most people click on in social media
    3. Do once, and video stays online forever!
    4. Easy to string together images, with fade-in, fade-out transitions, opening/closing credits, helps build links to primary website.

    SEO Software Tools:

    1. GeoSetter - embed GPS coordinates and other meta data
    2. Photoscape - image editor/manipulation. Great for batch jobs (renaming/waters tamps)
    3. Photoshop - de facto industry standard for image manipulation/processing
    4. FileZilla - industry standard FTP Software
    5. Adobe Dreamweaver or Open Source Kompozer - industry standard HTML Editor
    6. Website:


    There you have it. This was SEO Fundamentals in a nutshell, or Basic SEO 101. Start with one concept, have a go. Practice makes perfect. SEO is fun, addicting, and each little success builds on to bigger success. Don't get caught up in all the hype. In the age of information overload, just use what works. Try testing out your own theories, and if they work, add it to your own personal SEO arsenal and keep on learning!