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There are several myths associated with Search Engine Optimization. The following are some of those who are popular among SEO Companies.

Importance of Content
Most of the time popularity is more important than content as far as SEO is concerned. If a particular website have maximum number of visitors with respect to a topic then that website will be ranking on top of search engine rankings irrespective of the content. Most of the time websites having good content are visible in lower search engine rankings due to the fact that they are less popular than the websites in their area of expertise.

Importance of Google’s Terms and Conditions
Even after following the Guidelines associated with Google websites may not rank high on search engine results page. Most of the time the first two or three results will be coming from Google Ads which the customers click at large scale. Only a company investing in both Search Engine and pay per Click Management will shine in the sphere of Digital Marketing.

Importance of Whitehat SEO Methods
Most of the practices followed by Search Engine marketing professionals around the world are either Black Hat or Grey Hat methods. There might be sudden increase in number of visits if blackhat methods are used but once Google finds the deceptive method the website will be suffering in long term. Websites reported for webspam also perform low on search results even if nothing wrong has been done on the website.

Importance of Exact Match Domain Name
There has been much debate on the fact that exact match keyword in the domain name can affect search engine optimization. For certain business having keyword in the domain name have advantage over those website that are not having them. Some business now prefer to have a keyword rich domain as well as branded domain as part of their business.

Search Engines comes to know about the pages on the website through XML sitemaps. Its is also true that Search Engines can find web pages based on backlinks from other websites. As the Search Bot is crawling and indexing millions of pages an XML sitemap can help to crawl a website more effectively.

The Sitemap for a website need to be updated regularly whenever there is an increase in number of pages. The web pages in the website is listed in the order of importance through specific markup inside the XML sitemap. The frequency upon which the content is updated also is given at the top of the XML Sitemap. Google does not guarantee the inclusion of all pages in its index which is given in the XML sitemap.

The fullform of XML is Extensible Markup Language which is a type of Markup Language which was commonly used for web pages for sharing information through tags. The XML tags <urlset> and
<url> are used for formatting  and <loc> is used for identifying the URL.

Optional Meta Tags include <lastmod> for knowing last modified date and <changefreq> which is about the web page changing frequency. Sometimes <priority> tag is given to denote the importance of page from the root domain on a scale of zero to one.

A common XML Sitemap will be having the following structure.

< urlset >
< url>
< loc>http://www.schneideit.com/</loc>
< lastmod>2015-01-01</lastmod>
< changefreq>monthly</changefreq>
< priority>1.0</priority>
</url>
</urlset>

The XML sitemap can be submitted through Google Search Console and it is also possible to see the last downloaded sitemap by Google. Once an XML sitemap is uploaded and the site is crawled it can be seen through the Google Search Console. The links obtained to the website and the number of recently indexed pages can also be seen through Google Search Console.

Creation of XML sitemap by giving proper priority for the top pages is necessary while doing new design or redesign of the website. It can be used as a guiding point to tell search engines about the importance of the web page and hence it is considered as an essential part of search engine optimization.

Finding out the context of the search from the data related to keyword through various Analytics tool is advantageous in doing Search Engine Optimization. It is essential in SEO to use the language of the visitor for making the content to be related to the context of the search.

The use of keywords which helped in the user to reach at the site can be seen through analysis and this will open up the ideas for choosing the right keywords on the web page.

There are several factors that contribute to the intention of the search done for getting results.

• The first factor affect the context is the environment from which the visitor is browsing the web page and the circumstances that lead to the search. By environment it is meant whether the user is searching from home or office or while traveling etc.
• The device through which the search is being performed is also a factor contributing to the context for search as mobile and tablet devices are used on the go.
• The need for urgency is another factor for majority of searches and this can also relate to the context of the search.
• Duration of searches which can be seen from the statistical data of a web page throws light into whether the visitor want quick information or detailed information.
• Use of Navigation links menus and links within content can be used as a gauge in measuring whether the visitor is new to the website or returning visitor.

There can also be generalised searches which can not be related to any particular context.

Crawling of websites by search engine bots are important for making the web pages on the site being indexed by Search Engines. There are several factors that contribute to the easy crawling of a website. Depending upon the importance of articles search engines crawl and index pages in its database for specific period of time. This process is very important part for successful search engine optimization. The following are some of the tips for increasing crawling and indexing of the website.

1. Regular Content Updation
   One of the most important criteria for search engines to index a web page is the content. Websites having content being updated regularly will be crawled more frequently than those having static content. One of the many ways to have fresh content on the website is by implementing a blog on it.
2. Sitemap Creation
   Creating XML sitemap helps search engines to crawl the web pages depending upon the priority. Some of the content management system provides facilities for updating sitemap as soon as new content is being published. It is also essential for websites to submit the sitemap to Google Search Console for easy crawling.
3. Duplicate Content
   If the website is having duplicate content then there will be difficulties in getting the web pages being indexed easily. If there are multiple web pages with same content search engines will take the web page that is more relevant to the query. Removing web pages having duplicate can increase the chances of crawlability and indexability.
4. Loading Time
   If the loading time for web pages are pretty high then crawling of the website will take more time. In such cases the search bots crawling a website will become slower. This also affects the latest pages being indexed.
5. Blocking Pages
   It is not necessary that search engines index all the web pages in a website. Admin pages and website folders should not be allowed to crawl by the search engine bots. Adding Robts Text is an easy way to do so. It is also advisable to add no follow no index tags to the web pages in the head section for preventing crawling and indexing.

The purpose of having a web page on a website is of utmost importance because only through it one can say whether the outcome of visit on the web page is a success. From the first moment of making the sitemap for the website itself a clear idea should be there regarding what are the primary reason for putting a web page. Google and other search engines have defined defined different purpose behind the search queries. Depending upon the requirement by the visitor the web page with most relevant content is being displayed in search engine results page.

Each web page on a particular website should have a purpose for the visitor. The amount of helpfulness is the primary factor for the quality ratings provided by search engines. A web page that doesn’t have any purpose for the visitor can be of deceiving quality and web pages created with the intent of manipulating search engines will be having low quality score.

A Web Page must have any of the following Purpose for helping the visitors

• For sharing information regarding a particular topic.
• For sharing information regarding a particular person place or its social importance.
• For sharing images or other kind of media which can be shared over various social media platforms.
• For entertaining audience with a certain kind of media.
• For expressing an opinion about anything that’s having significance.
• For sharing files or downloading Information

The purpose of the web page should be clearly written inside the content of the web page. A web page having misleading or pointless opinion will not be considered as quality content by search engines.

Web Accessibility is a term coined to express the things that are done for ensuring the access to the features and content of a website. Web accessibility and Search Engine Optimization are interrelated in many ways. Content which are readable by the users and the SEO optimized content are both readable by Search Engines. Screen Readers which are used for accessing information by people with disabilities are relying on the structure of the content and semantics for the users.

Search Engines crawl content and index them in their database and shows the content depending upon relevancy when asked by users. Web Accessibility guidelines help website designers and developers to implement specific structure and codes for making the content visible to the user. In earlier days SEO dependent more on black hat methods  link link building techniques. But as years passed SEO got aligned with Accessibility and the more accessible sites have become more SEO friendly.

The following are some of the general tips for increasing web accessibility and SEO factors

• Use of Alternative Text for Images to make it visible on Text only Browsers
• Use of Heading tags in a proper hierarchical way and avoiding the use of empty heading tags
• Use of descriptive link titles to avoid confusion if more links are present on the web page
• Use of page Title and meta Descriptions to make it visible on Search Engine Results Page
• Use of javascript to minimum and avoiding wherever not required
• Use of various input features compatible with mobile devices also.
• Use of standards on web design and development
• Use of transcriptions and sub titles for videos for making it easy to read while watching
• Use of proper navigation to help users get content easily
• Use of URL which are easy to read and conveying the categories effectively

Buyers from around the world search for specific words while thinking about buying products or availing services. For these reasons it is essential to make your website visible when people look for these keywords. If the website is not found on top of search engine results page for frequently used keywords competitors will be gaining customers. Due to these reasons having a keyword strategy is the primary thing for a website becoming success.

While doing keyword research it should be kept in mind that if the website is not visible in the first few pages it is difficult to get clicks through search engines. Keywords that are short phrases are searched more than the long keywords. If the keyword is popular the competition will be high and will be difficult to get search engine rankings.

The first steps in doing keyword research will be choosing a maximum of 5 keywords that a typical customer search over internet for your product or service. There are different keyword research tools out of which Google Keyword Tool is used widely for keyword research. Google Keyword Tool helps in discovering the keywords which might lead to your website.

There are different terms being used by the Google Keyword Research Tool. For example the average search volume indicates the average searches performed over twelve months for that keyword. In certain cases the number of searches may vary tremendously depending upon the trends. The traffic volume is also grouped by set of numbers which are aligned to the nearest possible group. Short keyword sets will be performed multiple times a month whereas the long tail searches will be performed once in a month.

It can also be seen that Google Keyword tools does not provide the full set of keywords being searched by the users. Only the most relevant keywords with respect to a particular keyword will be displayed by Google in Keyword Research Tool. Google Keyword Research tool also truncates symbols and stop words from the keywords list which are being searched.

Tumblr blogs are an effective tool in marketing over internet. It has been found that Tumblr web pages are indexed by Google and other search engines and shows up in search result page. Various SEO Techniques like Keyword Marketing and Social Media Marketing can be done through Tumblr. Compared to other marketing methods the time taken by Tumblr blogs to get indexed are more and this usually keeps SEO Professionals from turning down Tumblr Marketing.

The first step in getting the Tumblr web page indexed is submitting the URL to the Search Engines like Google. This helps the web page to be notified to the Search Engines so that it can crawl and index the content of the web page. The Tumblr username should be search engine friendly and the web page URL also should be having keywords in it. Keywords in the Description and Title can help easily distinguish among the search results. It is also possible to change the Title Description and URL of the web page if it is not being crawled.

All types of content namely Text, Image, Audio and Video can be posted on the micro blogging platform Tumblr. At the time of posting on Tumblr care should be taken while choosing the keywords in order to make the web page relevant in search. Adding Heading Tags through modification of HTML code can also be used as part of the SEO marketing strategy. Alternate Image tags can also be included while uploading images on Tumblr.