Color Conventions

Internal Link   Improve the positioning of internal sections (100 per page as maximun).
External Link   Links to external domains, passing search engine benefits to target link.
No Follow Link   Link to page without passing any search engine benefits (trust, pagerank, etc).
Javascript Link   Search engines cannot see links.
Image Item   Search engines view alt text or filename.

Meta Tags

Title tag

Title tags are the most critical element for search engine relevance. The title tags in the <head> section of an HTML document, and is the only piece of "meta" information about a page that influences relevancy and ranking.
Best Practices
  • Place your keywords at the beginningof the title tag
  • Limit length to 65 characters (including spaces)
  • Incorporate keyword phrases
  • Use a divider (|, >, -,:)

Meta Description Tags

Meta descriptions have uses: to describe the content of the page accurately and succinctly, to serve a short text "advertisement" to click on your pages in the search results.
Best Practices
  • Limit length descriptions at 160 characters (including spaces) or less
  • Write with as much sizzle as you can while descriptive.
  • Include relevant keyword
  • Don't emply descriptions universally

Indexable Content

To rank well in the search engines, your site content must be in HTML text form. Images, Flash files, Videos, Java applets, and other nontext content is, for the most part, virtually invisible to search engine spiders despite advances in crawling technology. Although the easiest way to ensure that the words and phrases you display to your visitors are visible to search enginesis to place the content in the HTML text on the page.

Heading Tags (H1, H2, H3, etc)

The heading tags are designed to indicate a headline hierarchy in a document. Thus, a H1 tag might be considered the headline of the page as a whole, whereas H2 taga would serve as subheadings, etc. To search engines hace shown a slight preference for keywords appearing in heading tags, notably the H1 tag (which is the most important of these to emply).

Image Filenames and Alt attributes

The search engines cannot read the images directly. There are two elements that you can control to give the engines context for images.
The filename: Search engines look at the image filename to see whether it provides any clues to the content of image.
Image Alt text: The alt attribute is a place where you can provide more information about what is in the image., and again where you can use you targeted keywords.

Document text

The HTML text on a page was once the center of keyword optimization activities. Metrics such as keywords density and keyword saturation were used to measure the perfect level of keyword usage on page.

Spiderable Links

Search engines use links on the web pages to hekp them discover other web pages and websites. The anchor text used for that link is also used as a strong signal by the search engines, you need to have use keyword-rich anchor text in your internal links. Avoid using "More" or "Click here".

Considerations
  • Search spiders will not attempt to "submit" forms, and thus, any content accesible only via a form are invisible to spiders.
  • If you use Javascript for links, search engines do not crawl to the links embedded within them.
  • Links embedded inside Java, Flash and plug-ins are invisible to the engines.
  • The NoFollow attribute on a link, is an instruction to the search engine to not pass link juice via the link.
  • Google has a suggested guideline of 100 links per page before it may stop spidering additional links from that page.

More Info

This tool was developed based on the rules described in the book The Art of SEO: Mastering Search Engine Optimization (Theory in Practice) by Eric Enge, Stephan Spencer, Rand Fishkin and Jessie C. Stricchiola.
The authors clearly explain SEO fundamentals, while correcting many common misconceptions. If you are new to SEO, you'll get a complete and thorough SEO education, as well as an array of effective tactics, from basic to advanced.