SEO rules of use


  • Use different keywords in different pages.
  • Use google adwords to learn which are the best keywords for your website.
  • Choose relevant keywords (the strongest are not always the best).
  • Use up to 255 characters for a keyword (do not use more to prevent entry in the blacklist).
  • Avoid using of spaces in keyword and separate words only with commas (to save symbols).
  • Avoid using of minor words (short words of 2-3 characters).
  • Sort the keywords from strongest to weakest.
  • Use keywords in the title.
  • Use unique titles for different pages.
  • Write unique descriptions for different pages.
  • Use up to 255 characters for the description.
  • Put keywords in the description.
  • The titles and descriptions should be well-written and easy-sold.
  • Enter the name of the website designer (or the owner of the company) to make the website easily accessible by those who know the designer /owner/.
  • Use "robots" tag (it manages the indexing by the search engines).


  • Create links between pages (in order to manage your website easily).
  • Put keywords in the titles of the links.
  • The anchor text should contain keywords (avoid using of "click here" as anchor text).
  • Use different keywords or phrases for different links.
  • Use named links to have more links and make the page easy to manage.
  • Avoid rotten links.
  • Do not overdo it because your website could be considered as "spamming" (if there are too many links, your website can enter into blacklists).
  • Exchange links with patners.
  • Avoid creating of a "website family" and to exchange links between these websites only (the search engine can recognize that these links are exchanged only in a group); create links to other sites (of course, avoid competitors’ ones).
  • Connect your website to major websites (high ranked ones).
  • Create external links as much as possible.
  • The external links should be opened in a new window.


  • The content must be essential (give to users what they expect to read and avoid off-topic ).
  • The content must be interesting (offer some new content).
  • The content should be well written (avoid grammatical errors and make it easy-to-read).
  • The content must be updated (each time when the page is indexed you must show different content to search engines and to users also).
  • The content must be visible (hiding of keywords by using too small print or letters color which is identical with the background is considered as spam (the website might be entered in the blacklist).
  • Avoid to highly optimized more than one page.
  • Provide news through RSS.
  • Use "strong" font style instead of "bold ".
  • Use "em" font style instead of "italic ".
  • Use keywords in "strong", "em" and "underlined" to make them stronger.
  • Avoid using of javaScript where possible (a menu created with CSS styles is more appropriate for search engine optimization).
  • Avoid putting content in ASP or PHP code when possible (dynamic content should not be indexed by Google).
  • Avoid using of frames (their content will not be indexed).
  • Validate HTML.
  • Validate CSS.
  • Achieve keyword density.
  • Use lists when possible.
  • Use the "th" instead of "td" for table titles.
  • Use "googleon" and "googleoff" to hide a part of the document from Google.


  • Put keywords in the ‘alt’ field of ‘img’ (there must be a description of the image, not a list of spam keywords).
  • Put keywords in the picture title.
  • Use unique keywords for different images.
  • Use ‘gif’ format instead of ‘jpg’ where possible (e.g. logos).
  • Avoid using of very large images.
  • Images mustn't be too heavy (reduce quality when it is not necessary).
  • Change the image size manually instead by using ‘html’.
  • Specify the exact image size in the code, even if the image size needs no change.
  • Use images as links.


  • Put keywords in the titles.
  • Use different titles according to the importance of their content (style can be changed in CSS).
  • Put the most powerful keywords in h1, the weakest in the h6 (where possible).
  • Avoid misuse of titles (if the entire page content is written in h1, it will be inserted into the blacklist).
  • The use of titles as links makes the keywords in the anchor text more powerful.

Do not forget to add:

  • Google adsense in your website.
  • Indication on wrong page.
  • Robots.txt file in the root folder (it enable and disables certain robots of search engines to access specific areas of your website).
  • Site map.

About the URLs of your pages

  • Choose a good domain (containing the keywords and easy to remember).
  • The names of the folders, pages and images must contain keywords.
  • Separate the keywords from the file name with dashes or underscore in order to be recognized by the search engines.
  • Avoid dynamic URLs.
  • Avoid to rename files and folders (the indexed pages will lose its rank).
  • Redirect pages, if necessary.

Periodically check up

  • the rank of your website by different searches and search engines
  • the rank of individual pages
  • "the Alexa Rank" (use "Alexa toolbar")
  • Google Analytics.

Be aware

  • The algorithms of the search engines change frequently.
  • Your website can be rejected in search made by geographical areas; so, locate it where you want to be found.
  • Your website can be rejected in search made by certain type of languages.
  • Each time when an user goes to your site and clicks "back", it increases the bounce-rate of your website (it is not good for SEO). Therefore, make it so to retain users longer on your website (half a minute at least) and do not click "back" too quickly when you visit your own website, of course.
  • Search engines optimization is a continuous process, it must not be done only once.

Why is important to make search engine optimization of your website?

What can you do to make it useful for users, visible for search engines and efficient for yourself?

Nowadays, everyone is supplied with requested information by Internet. Each month search engines as Google, Yahoo and certain others process millions of unique searches. If consumers are looking for a product or service, it is very likely to make the next step - the purchase. If they fall across your website looking for a product that certainly increases the chance to buy from you.

Therefore, it is very important that your website is better ranked in the search engine results then your competitors’ ones. All measures taken for this we call website SEO optimization, or search engine optimization.

Optimization, in general, can be classified in two types:

All those things that must be done first in the website design process by the professional web designer, and secondly, by yourself when you prepare and update the website content.

These are actions which are not made directly to your site. They mainly include the creation of links from other websites to your one. It can be done by you when you make online comments on websites such Internet directories, specialized websites, professional organizations, social networks, or by other publishers who appreciate your content as useful and wilfully create a link to it or cite it.

To be clear what measures must be taken for your website optimization, you need to know: How do search engines work?

In general, they do three actions:

Probably you have heard of so called 'Spiders' of the search engines as Google, Yahoo and others which main task is to crawl websites and discover content. These, in fact, are computer programs that seek information on the web pages, 'read' it and continue their search by following links from page to page.
Periodically 'Spiders' return to already crawled pages to make monitoring of any changes. The amount of changes is one of the criteria for the search engines ranking. If for any reason 'Spider' can not 'see' or 'read' your content, search engines can not 'index' and rank it.
What might be the reasons?

  • Too long addresses with inappropriate characters /for some search engines/.
  • Text content delivered to website readers as an image. Search engines can not read a text in an image. Information presented by images may probably make your website more beautiful, but not suitable for search engines.
  • Java script used for navigation, and many others.

'Spiders' not only find content, they store it in databases. This is called 'indexing'. The purpose of each spider is to keep every bit of content in order to be provided subsequently to those who are seeking information. The most important task of the search engines is to consider how far is the indexed content relevant to different keywords used by users to do their search in Internet.

And the most important and critical part of the search engine work is the decision making about the order in which the indexed websites will be shown as a result of a keywords search. Aiming this, the search engines use sophisticated algorithms which generally are not exactly well-known. 
They are not public but they are constantly improving and changing in order to deliver to users the most appropriate information.

What are the most important steps in website optimization?

SEO basic measures