Who is this guide for?

If you own, manage, monetize, or promote online content using Google search, this guide is for you. If you are interested in the basics of SEO, you are in the right place. The tips and procedures contained in it are intended - facilitate searchessearch tools, index and understand the content on your site.

If you are interested in a complete overview of SEO basics according to the latest trends, you are in the right place. This guide does not provide tips or tricks to make your site automatically rank high on Google search. However, using the procedures below can help search engines begin to crawl, index, and understand your web content. Search engine optimization (SEO) is often about modifying a few parts of your website. However, only in combination with other optimization techniques will they have a significant impact on your site's performance in organic search results. You may have heard of many of the techniques contained in this guide. These are the basic techniques designed for each website, no matter how big it is. You should optimize your site to best suit your needs. One of these users is search engines that help other users discover your content. Search engine optimization therefore means helping search engines understand and present your web content correctly. The optimization techniques below apply to any page. We hope that our guide will bring you some new ideas for improving your website.

Pleasant reading!

1. Get started: Does she know about your Google page?

Findwhether your site is a search engine Google properly indexed. Find the homepage of your site. If you see it, it means everything is there in poriand your site is indexed. For the test you can eg. zadať "site:". If they know nothing about your Google site - though daily searches billions of pages, something is not in All right. When vysearch engines skip a location, most often because of one of the following reasons:

      • The page is not properly linked to other pages on the web
      • You just launched a new website and Google didn't have the time yet search
      • Page design prevents Google from crawling effectively Contents
      • Google noticed error when trying to crawl pages
      • The rules prevent societyand Google in the index Browseayoursj websitey

How do I get my site to Google?

inclusion websitey to Google search results is free and simpleé. web stránky no need to send do Google. Search tools Google namely disposeú automated system, KTORis constantly searchedand the web to the new site. Actually was not most sites displaycich sa in search resultsand Google manually sent. This site was added oné automatically at browsing websiteu. Learn how Google learns, crawlswill displays web pages. Read on Webmaster Guidelines to create websitesfriendly pages for Google. Google Search Console is a tool to help you submit your content to Google and see how it behaves on Google Searching. He can do you postîëĺă alerts to critical problemsthat Google encounters when crawling your site. sign up to the service Search Console. Before you begin, answer some basic questions:

  • Showmy website in search engine Google?
  • Do I provide users with high quality content?
  • Does my business appear on Google?
  • Is my content fast and easy to access on all devices?
  • Is my website safe?

For more information, visit The rest of this document provides guidance on how to improve your search engine pages, sorted by topic. Kthere is also a short tip checklist at

Will I need an SEO expert?

SEO expert is someone who is dedicated website optimization pre search engines. These are trained person, or those experts to help you Improve your site's visibility in search engines. Follow this guide to get enough information Onto, to your site They could optimize yourself. Besides that are services SEO expert for consideration. It's big decisionthat can potentially improve your site and save your time. consider black all the benefitsy SEO rental expert but also possible damage irresponsible SEO strategy. manyí consultants and SEO agencies provide useful services for website owners:

  • analyzing the content or structure of your site
  • technical consultancy in the field of website development: eg. hosting, redirects, error pages, use of JavaScript
  • content management
  • report online of business development campaigns
  • keyword research
  • SEO training
  • support for specific markets and geographical areas

Before sa you start getting acquainted so SEO readeat something about how search engines work. We recommend that you study theaccount focus on the following topics:

You are considering external SEO services expert? The sooner you contact him, the sooner ledog. The great time is when you think about it redesign pages or plan to launch a new page. Only in this way can you make sure your site is designed properly from the start with regard to SEO. Good SEO can also be uspomocular pri improving existing sites. Detailed information about the optionIach external SEO services and what you need to look at in our article Help Center "You need SEO"?

2. Help Google discover your content

In order for your site to appear on Google, make sure Google can find it. The best way to do this is to submit the file Sitemap (Site map). Sitemap is a filewhosearch engines informs about new or changed pages na Yourabout the web. Learn more about how to create and submit a Sitemap. Google is about the newwebsite even forintermediary of links from other sites.

3. Tell Google which sites you don't want indexed

Best practices

In case sensitive information block robots.txt crawl access

The "robots.txt" file provides information o, o which parts of your website the search engine should be interested in. This file, which must always be named "robots.txt," is located in the root directory of your site. However, it may happen that the sitey blockedrobots.txt files remain accessible. IN such a event you should choose a more secure method.

You may want to prevent search engines from accessing certain pages, as they are unattractive to users. For this purpose, a robots.txt generator is available in Google Search Console. If multiple of your pages are located on subdomains, and you'd like to prevent search engines from accessing them, you must create a separate robots.txt file for each of them. Learn more about "robots.txt" here Webmaster guide.

Learn some other ways to prevent content from appearing in search results.


  • Prevent your internal search results from appearing in Google search results. Users don't like to click on results that aren't directly related to their queries.
  • Prevent crawling of URLs that were created using Proxy.

Use more secure methods for sensitive information

Robots.txt is not an ideal way to safely block sensitive content on your site. This file only says that certain sites should not be accessed and indexed by robots, but on the other hand, nothing prevents them from doing so. After all, search engines can still link to URLs that are blocked, but they are somewhere on the Internet in the form of existing URL links. In addition, the curious user can easily explore directories or subdirectories to gain access to a specific URL of interest. In such cases, recommends using noindex. This is the only way to safely prevent a page from appearing on Google. Even more security can only be guaranteed if you use a password to access a page or remove it completely.

4. Help Google (and users) understand your content

When search engines crawl your site, it should be displayed in the same way that it appears to users. It is therefore always necessary for the search engine to have optimal page rendering Googlebot access JavaScript, CSS as well as images used on your site. If you disable access to these components in your robots.txt file, search engines may render your web content incorrectly rendered and indexed.

Recommended actions

  • Make sure Googlebot can crawl JavaScript, CSS, and images using Fetch as Google. This is how Googlebot sees and renders your content. Here you can identify and fix a few issues related to indexing your site.
  • Use the Google Search Console to check and test your robots.txt file.

Create unique headlines for your site

The <title> tag tells users and search engines which is the topic of a particular page. Therefore, the <title> tag should be included in the <head> element within the HTML document. Likewise, make sure you have unique headlines for all of your site pages.

Create good headlines and summaries that appear in search results

Does your website appear in search results? Then, the headings of each page are the first thing you can notice in Google's search results (if you want to know more about Google search results, see Anatomy of search results). The name of your homepage may be the same as your business name, and may be accompanied by other important information, such as physical location of the company, its main focus or offer of products.

Best practices

Describe exactly the content of the page

Choose a headline that is easy to read and that communicates naturally and efficiently with the topic contained on the page.


  • A title that has nothing to do with the content on the page.
  • Using default or indefinite headings such as “Untitled” or “New Page 1”.

Create unique headings for each page

Every page on your site should ideally contain unique headings. This is the only way Google will know what makes this page different from other pages on your site. If your website has separate mobile pages, keep in mind the good headlines for the mobile version.


  • Use one headline on all pages of your site or within a large group of pages.

Use short but descriptive headings

Headings should be shorter but informative. If the headline is too long or short, Google may only show a portion of it, or automatically generate a completely different headline. This will then appear in the search results. Google may also display different headings depending on user queries or the devices being used for search.


  • Writing extremely long headings that can be confusing for users
  • Unnecessary keywords in headings

Use descriptive meta tags (meta tags)

Descriptive meta tags on pages provide Google and other search engines with a summary of what content is on that page. Page headings can contain a few words or phrases, while the meta tag can be one, two sentences, or even a short paragraph. Google Search Console provides a handy tool that gives you an overview of all the meta tags used on your site. You can easily remove too short, long, duplicate, or frequently repeating meta tags.

What are the benefits of descriptive meta tags?

Descriptive meta tags are important, as Google can use them as summaries for your site. We emphasize "maybe" because Google can make a decision based on whether the summary is in accordance with the user's query. However, we always recommend adding descriptive meta tags to each page. There are several news articles on this blog about the issue summaries and descriptive meta tags. Good article how to create good summary headings is also available in our Developer Help Center.

Best practices

The headline should be an accurate summary of the page content

Create a headline that will be the same informative as interesting. Although there is no minimum or maximum text length for meta tags, we recommend making sure it is long enough to show up in search (users can see different lengths of summaries depending on which devices they're searching for).


  • Writing meta tags that are not related to the content on the page
  • Using general descriptions such as e.g. "This is a website" or "Baseball Cards Page".
  • Fill in the description using keywords only.
  • Copy and paste all document content into meta tags

Write unique descriptions for each page

It is recommended to write different descriptions within the meta tags of each page. This helps both Google and users, especially for site: operator searches. If your site has thousands or even millions of pages, manual meta tag processing is unlikely to work. In this case, you can have descriptive meta tags automatically generated based on the content of each page.


  • Using one meta tag on all pages of your site, or in a large group of pages.

Use header tags to highlight important text

Since the headings tend to be larger than normal text, they are obviously given greater weight. This is a visual link for users that says this the text is important to them, and can help them understand the content below the headline. Using titles of different sizes can create a hierarchical structure of content as needed.

Best practices

Imagine you are creating a draft

Like writing a draft on large paper, consider the main and less significant points of the content and decide where to use the different large headings.


  • Inserting such text into the header tag that is not relevant with the structure of your page
  • Using header tags in cases where it is preferable to use tags such as <em> and <strong>
  • Pointless rotation of different title sizes

Use customized headlines

Use header tags where it makes sense. Too many header tags on a page can mislead users and lose track of where one topic ends and where the other begins.


  • Excessive use of header tags on a page
  • Very long headline
  • Using header tags only to stylize text without affecting content

Add structured data

Structured data are code that can be added to your site. It is used to search engines make it easy to understand the contentlocated on your page. In addition, structured data can adequately make content more attractive in the search results. That way, you can attract the right kind of customers to your site.

If you have an online store and add structured data to the selected product page, this can be helpful. This information is subsequently appear in search results for relevant queries. We call them "rich search results." In addition to generating such rich results using structured data, they are also used to display relevant results in other formats. For example, if you have a building shop, you can let customers know when your shop is open by adding business hours.

Many relevant entities can be tagged:

  • The products you sell
  • Place of business
  • Videos about your products or business
  • Opening hours
  • Event lists
  • Recipes
  • Company logo and much more!

See a full list of supported content

We recommend that you tag your content solely using supported structured data. You can add tags to your site via HTML or using tools like that Data Highlighter a Tagging help (see Best Practices for more information).

Best practices

Check your tags using the Structured Data Testing Tool

Once you've added structured data to your content, you can test it tool from Google. You can either enter the URL address of such content or copy the actual HTML containing the tags.


  • Using invalid tags

Use: Data Highlighter

To get individual markup codes to copy and paste directly into your page (without changing the source code), try the Markup Helper. Highlighter, a free, integrated tool in the Search Console that supports a subset of content types.


  • Changes to your site's source code when you are unsure of tag implementation.

Monitor the behavior of your tagged pages

Structured Data Overview in Search Console shows how many pages are tagged on your site in some way, how many times those pages have been displayed in search results, and how many times people clicked in the last 90 days. An overview of all detected errors is also available.


  • Adding tags that are not visible to users
  • Create fake reviews or add irrelevant tags.
5. Manage your appearance in Google search results

Properly structured data on your site allows you to benefit from a variety of special features that appear in search results. They include review stars, various decorative elements, and more.

Check the gallery of search results for your site

6. Organize your site hierarchy

Understand how search engines access URL links

Search engines need unique URL links to search and index the content they offer to users in search results. Different content - for example, different products in the store - as well as different variations thereof, require separate URLs to be eligible to appear in a search.

URLs typically consist of several different sections:

protocol: // hostname / path / filename? querystring fragment #

For example:

Google recommends that all sites used https: // if possible. Hostname is where all of your web pages are located, the same domain that can be used to send emails. Google distinguishes between versions "Www" and "no-www" (such as "" or just ""). We recommend adding websites to Search Console in http: // and https: // as well as in "www" and "no-www".

The path, file name, and query string determine which content from your server can be accessed. These three sections are case-sensitive, so "FILE" would result in a URL other than "file". The host name and protocol can be written in both uppercase and lowercase, with no case in uppercase or lowercase. The fragment (in this case, "#info") usually indicates the portion of the page you want to display. Because the content itself is usually the same regardless of the snippet, search engines tend to ignore it.

When linking to the homepage, the trailing slash after the hostname is optional because it leads to the same content ("" is the same as ""). For the path and file name, the trailing slash would be treated as a different URL (referring to either the file or directory), such as "" is not the same as " / ".

Navigation is important for search engines

Navigation on a website is very important as it makes it easier for visitors to access the content they want. Good navigation also helps search engines understand which content is more important on a website. While search results are all pages, Google also considers the role that a page plays within a larger group of other pages.

Create navigation with respect to your homepage

All pages fall under the home or "root" page, which is usually the most visited. For many visitors, this is a kind of starting point for navigation. If your website spans multiple pages, you should start thinking about making it easier for visitors to navigate to pages with more specific content. If you have enough pages about a specific topic, it makes sense to create a page with descriptive content on those related pages (for example, the root page -> related topic list -> specific topic). The same is true of several products, which are recommended to categorize into several categories and subcategories.

Use staple navigation

Grain navigation is usually displayed horizontally at the top of a web page, usually below the page title or header. Such navigation gives users the option to keep track of their location within the web page. We recommend using this to view the breadcrumb navigation structured data.

Create a simple navigation page for your users

A navigation page is a simple page that gives you an overview of the structure of your website. Oit typically consists of a hierarchical list of pages on your website. It can help visitors if they have trouble searching within your site. While the search engines will also visit it, its purpose is primarily to make it easier to search within your site.

Best practices

Create a natural link hierarchy

Make it easy for users to move from general to more specific content. If it makes sense, add navigation pages and link them effectively to the internal link structure. Make sure all pages on your site are accessible via links. Minimize the need for internal search. If appropriate, link to similar pages on your site.


  • Creating complex websites and navigation
  • Link each page to every other page on your site

Use text links

Navigation on your website should consist mainly of text links. This is the only way to make it easier for search engines to crawl and understand your site. If you use JavaScript, use the "a" elements to create URL links with the "href" attribute.


  • Create navigation based on pictures and animations
  • Using scripts and plugins for navigation

Create a navigation page for users and a site map for search engines

Create for users simple navigation page with all your pages, or the most important pages (if you have hundreds or thousands of them). Create an XML Sitemap that can help search engines discover new and updated content on your site. It should include all relevant URLs, along with the last modified dates.

Detect non-existent 404 pages

Occasionally, users come across a page that doesn't exist on your site. This is caused either by broken links or by entering an incorrect URL. If you have 404 pagesthat redirect users back to a functional page can significantly improve their user experience. Your 404 pages should ideally link back to your main page, offering links to popular or related content. Using the service Google Search Console you can view non-existent URL sources.


  • By indexing your 404 pages by search engines (make sure your web server is configured to return an HTTP 404 status code. For JavaScript-based websites, a noindex robots meta tag should be available.
  • Block 404 pages from robots.txt.
  • Use only vague status notifications such as "Not found," "404," and so on
  • A 404 page design that doesn't fit the rest of your site.

Each URL link should relate to the content on the page

Descriptive category and page names can keep your website well organized. In addition, such "friendly" URL links can be more readable to your visitors. On the other hand, extremely long and mysterious URL links with a minimum of words can discourage them.

Some users may link to your page using a URL link with relevant anchor text. The relevant words contained in the link provide valuable information about the content.

URLs appear in search results

Finally, keep in mind that URL links usually also appear in search results. Google considers all types of URLs, even when they are bad. So create them with the emphasis on being as simple as possible.

Best practices

URL links should contain words

URL links containing words that are relevant to the content and structure of your site are better for visitors.


  • Using long URL links with unnecessary parameters and session IDs
  • Choosing generic titles for a page such as "Page1.html".
  • Using unnecessary keywords such as "Baseball cards-baseball cards-baseballcards.htm".

Create a simple directory structure

Use a well organized directory structure that allows your visitors to easily find the content they want.


  • Creating a large number of subdirectories such as. “… / Dir1 / dir2 / dir3 / dir4 / dir5 / dir6 / page.html”.
  • Using directory names that have no content relationship

Selected version should be linked to one version of the URL

It is not appropriate if two different URLs link to the same content. Rather, it is necessary to ensure that the requested content is accessible via only one URL. If you find that people are accessing the same content through multiple URLs, it's better to set up 301 redirects from the unwanted URL to the correct URL. If the redirect is not possible, a canonical URL or linker can be used rel = "canonical".


By referring to the same content from multiple URLs, such as "" and "".

7. Optimize the content on your site

Make your site an interesting and useful place

Creating compelling and useful content it's likely to affect your website more than any other factor we’re talking about here. Users appreciate good content and are likely to share it with others when they see it. This can be done through blog posts, social media services, emails, forums, and so on. Such engagement helps build a good reputation for your site, both with users and with Google.

See what your readers want (and give them)

Think about words that users could to search for certain content. Other keywords are likely to use more advanced ones. For example, a long-time football fan is likely to search for the keyword [fifa], which is an acronym for the Fédération Internationale de Football Association, while a new fan will probably use a more general term than a. [football playoffs]. Taking these differences into search and writing content (using good mix of key wordsov) can help.

Google AdWords offers a handy Keyword Planner to discover new variations of your keywords. It also shows the approximate number of searches for each keyword. Likewise, Google Search Console gives you the inside Search Analytics Report Providethe most common search queries, which are somehow related to your site, including those that drive more traffic. It is recommended to write original texts, bring news, or take advantage of a unique position thanks good user basei.

Best practices

  • Write easy to read texty
  • Users like content that is easy to write and easy to digest.


  • Writing sloppy text with many spelling and grammar mistakes
  • Awkward or misspelled content
  • Adding text to pictures and videos: users will want to copy them and search engines will not be able to read them.

Organize your topics clearly

Stylize the content on the page as followsto have visitors feel good about where one content topic begins and where the other ends. It is recommended to divide the content into logical paragraphs or blocks. This will allow users to find fasterlation desired content.


A lot of text without paragraphs, subheadings, etc.

Create new, unique content

Thanks to the new content, you will not only maintain your existing visitors' base, but you willcontentyou can attract to your site aj new visitors.


  • Re-writing about existing content (or even copying) that brings little value to users.
  • Existence of duplicate or almost duplicate content on your site.

You optimize content for users, not for search engines

Tailor your site to your visitors' needs. Write about the topics you are most interested in. In addition, try to be properly optimized for search engines.


  • Inserting unnecessary search engine keywords that can be meaningless or even annoying to users
  • Deceptively hiding text from visitors, but showing it in search engines.

Use links carefully

Create good text links

The link text is the visible part of the link. This text speaks and Google about the linked page. Links on your site can be internal (within your site) or external (referring to foreign pages), that the better the anchor text, the better both users and Google will understand o what je the linked page.

Best practices

Use descriptive text

The anchor text should provide a basic indication of what is on the page you are on is referenced.


  • Writing general anchor texts such as "Page", "article", or "Click here".
  • Use of off-topic or non-topic related text on the linked page

Write brief texts

Focus on shorte, but descriptiveé texts with several say or shortYMI phrasesami.


  • Writing long anchor texts, protracted sentences or too shorttext

Format your links for easy recognition

Make it easy for users to distinguish between plain text and your anchor text references. Contents the page will be for them less useful if links you easy or overlook them accidentally click.


  • applicationu CSS or text styleov na createsnot a linkeasily interchangeable with common text.

Also, be sure to use the correct anchor text for internal links

Do not forget devote sufficient attention to creation internal anchor text Legacy. MRES to help users andj Google zbettering navigation na your site.


  • Using anchor text that is too long optsearch engine only
    vytvavoid unnecessary links that do not improve navigationon the web

Be careful who you refer to

V if that you are linking to another website you are transferring a certain reputation to it. Sometimes it does users reach pridlinks to your own site v within the comments. Sometimes you may want to mention a certain negative site. Imagine, for example, that you are writingete a blog post about a spam topic, and you'd like to refer na web that yous recently spamoval. To the site you would like notify other users black connect odkaz to the page. certainly si However you will not wishto such a link has a negative effect on you . In such casee use is recommended attribute nofollow.

Widget links are another example where the "nofollow" attribute may be useful. If you use third-party widgets, make sure they don't include unwanted links that appear on your page with widgets. If they oit is not possible to remove it from the widget, you can at least disable it by adding an attribute "Nofollow". More details about goal brands for robots can be found on the blog for webmasters.

Tag junk comments with "nofollow"

Setting the value of the "rel" attribute of the "nofollow" link tells Google that some links on your site are unwanted, as they may negatively impact your site. Links that do not link anywhere can be created by adding the rel = "nofollow" tag as shown here:

<a href=' 'rel='nofollow'> Anchor text here </a>

When can this be useful?

If you have a public comment blog on your site. Sometimes links within these comments may be undesirable and to especially because they link to unwanted pages.

Automatically Markleave a commentAres sign "Nofollow"

This advice shall apply in particular to: OblascommentsOr different Contents created by users such as e.g. books visits, forums and so on. IN if you can vouch for third-party links (for example, if comments on your site are moderated), there’s no need to use the tag nofollow. Google Help Center Webmasters offers several tips - how to prevent spam commented, for example using CAPTCHA with moderators oncomments.

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