SEO – Search Engine Optimization

Want to Learn SEO? Need to polish up your knowledge? Advance Guide to SEO will provides comprehensive information you need to get on the road to professional quality Search Engine Optimization, or SEO.

The Advance Guide to Search Engine Optimization (SEO) is an in-depth tutorial on how search engines work. This guide covers the fundamental strategies that make your websites search engine–friendly.

What Is Search Engine Optimization And Why Is It Important

How to Use Strategic Search Engine Optimization

search engine optimization

What is Seo?

Search Engine Optimization, in short, is a set of rules that can be followed by website (or blog) owners to optimize their for and thus improve their search engine rankings. In addition, it is a great way to increase the quality of their web sites by making them user-friendly, faster and easier to navigate.

It’s Important

In today’s competitive market, SEO is extra necessary than ever. Search engines serve varied users per day finding out answers to their queries or for solutions to their problems

SEO Essential because:
  • The majority of search engines users are a lot of likely to click on one of the highest 5 suggestions within the results pages (SERPs), so to require advantage of this and gain guests to your website or customers to your online store you need to in the high positions.
  • Isn’t solely about search engines however good practices improve the user expertise and value of a website.
  • Users trust search engines and having a presence within the high positions for the keywords the user is looking, will increase the web site’s trust.
  • for the social marketing of your site. people who find your computer by looking out Google or Yahoo are more likely to promote it on Facebook, Twitter, Google+ or different social media channel.
  • Very important for the sleek running of a big site. with over one author will benefit from during a direct and indirect method. Their direct profit is an increase in search engine traffic and their indirect benefit has a typical framework (checklists) to use before business content on the location.
  • Place you prior the competition. If 2 websites area unit commerce a similar issue, the program optimized computer is a lot of doubtless to possess a lot of customers and build a lot of sales.

Good content is still the most important success factor with or without SEO

Before closing this introduction to search engine improvement you want to have very clear in your mind that cannot assist you if you don’t have good content. In different words, you trying (you are attempting} an excellent content your possibilities of succeeding (in the long term) are minimum. On the opposite hand, a web site with good content will do well with or without SEO. can simply provide the online site an additional boost.

SEO is a must for every web property

To sum it up, search engine optimization could be a way to optimize your web site so that search engine can know it higher and provides you higher rankings. It is necessary since a decent SEO approach will drive more traffic to your web site, online store and gain a lot of customers, create sales and fulfill your business purpose.

The Importance of Social Media for web Traffic

1. Social media posts are often used to drive targeted traffic. creating a new page on your website is like taking a really great selfie. you wish the world to see it and derive pleasure its brilliance, however, you don’t need to beg for attention (or worse, purchase it). That’s why for selfies and landing pages, well-placed posts will build all the difference. We’ve seen one link on Reddit drive over 20,000 guests in one weekend and links submitted to stumble upon will take a page that was systematically earning one or two of holiday makers every day and increase that range to lots of. United Nations agency wouldn’t need to take advantage of that?

2. Using for business boosts your site’s Search Engine Optimization. Prog crawlers grasp that pages area unit consistently earning traffic and that area unit just floating out there, forgotten and ignored. A killer content strategy for SEO is that the most vital part of earning prime spots in search engine rankings, however driving traffic to your optimized pages will cause them to climb much quicker in the search engine results pages (SERPs).

social-media-seo-popularizers

3. If you’re doing it right, will cause real relationship building. part of what makes things like Twitter and Instagram marketing so cool is that the interaction you get to own along with your customer base you’ll browse their tweets and status updates to get insights into their daily lives
You can conjointly use facebook, twitter, Google+ etc.. as a tool for connecting with complementary, non-competing businesses, thought leaders and taste makers in your house, likewise as journalists United Nations agency cowl your business.

4. Users are receptive to your messages. people view as social media networks, not promoting machines. As a result, they’re less likely to envision what you post as a poster and can be more likely to listen to what you have to mention. This interprets to serious web traffic once you link to your website and posts that market themselves as your friends and followers share what you’ve posted.

5. Ads permit targeting and retargeting. one of the reasons social media is vital is thanks to the extremely customizable nature of social media ads, for instance, permit you to focus on users by things like location, education level, industry and even purchase history and the pages they have liked. you also need to the option to put in a Facebook pixel on your website and use it to re-target the users who visit your website. These people area unit much more probably to convert into solid leads and sales

 

What Is SEO

seo/popularizers

Search Engine Optimization is the term used to describe a set of processes that aim in optimizing a website for search engines. SEO is important not only for getting high-quality visitors from search, but it’s also a way to improve the user-friendliness of your website and increase its credibility and top level on google.

SEO is the way to ‘speak’ to search engines in a language they can understand and give them with more information about your website. SEO has two major components, On Page & Off Page.

Off Page SEO

refers to techniques that can be used to improve the position of a web site in the search engine results page (SERPs). Many people associate off-page SEO with link building but it is not only that. In general, off Page has to do with promotion methods – beyond website design –for the purpose of ranking a website higher in the search results.

Off-page SEO refers to activities you can perform outside the boundaries of your website. The most important are:

  • Link Building
  • Social Media Marketing
  • Social bookmarking Etc.

Off-Page  SEO is Important

A successful off-site SEO strategy will generate the following benefits to website owners:-

  • Increase in Google ranking- Website rank in higher in SERPs also more Traffic
  • Increase in Page Rank- Page rank is a number between 0 and 10 which indicates the importance of a website in the eyes of google.
  • More Exposure- Higher rankings also means greater exposure because when a website ranks in the top positions it gets more links
  • Article Directories– By publishing your articles in article directories you could get a link (or 2) back to your website.
  • Shared Content Directories– Websites like hub pages and info barrel allowed you to publish content and in return, you could add a couple of links pointing to your websites.
  • Link exchange schemes– Instead of trying to publish content you could get in touch with other webmasters and exchange links. In other words, I could link your website from mine and you could do the same.
Link Building

link building is most popular and effective off page SEO method. Basically by Building external links to your website so that you can bypass your competitors and rank higher.

  • Blog Directories- something like justdial
  • Forum Signatures-many peoples commenting on forums for the sole purpose of getting a link back their website.
  • Comment link-the same concept forum signatures where we would comment other website and blogs.

On Page SEO

  • Having optimized titles and descriptions
  • Proper URL Structures
  • User-friendly navigation (breadcrumbs, user sitemaps)
  • Optimized internal link
  • Image optimization (image size, proper names image, use of ALT tag)
  • User-friendly 404 pages
  • Fast loading pages
  • Mobile Friendly pages
  • Top quality fresh content (This is always the most important SEO factor!)
  • External links (no broken links or links to ‘bad’ sites)

Two Types Of Search Engine Optimization:

seo types

 

 

 

 

SEO – Miscellaneous Techniques

There are various other tips related to SEO. We have not categorized them into any special category and hence, putting these in miscellaneous category. Go through these tips one by one.

To-Don’t List

  • Don’t keep hidden text on your webpages.
  • Don’t create alternate image spamming by putting wrong keywords.
  • Don’t use meta tags stuffing.
  • Don’t use frames and flash on your site.
  • Don’t exchange your links with black listed sites.
  • Don’t try to fool your site visitors by using misspelled keyword.
  • Don’t send spam emails to thousands of email IDs.
  • Don’t use too much graphics on your site.
  • Don’t create too many doorway pages.
  • Don’t try to create duplicate content of pages.
  • Don’t submit your website many times in a single search engine.
  • Don’t use sub-directory depth more than 1-2.
  • Don’t create too many dynamic pages. Try to convert them into static pages.
  • Don’t bloat your pages with code.
  • Don’t nest your pages.

To-Do List

There are various other tips which can help you to optimize your website for many search engines.

  • Create logs of pages and each page should however contain a minimum of about 200 visible words of text to maximize relevance with Google.
  • Create a Sitemap, Help, FAQ, About Us, Link to Us, Copyright, Disclaimer, Privacy Policy pages on mandatory basis.
  • Create a homepage link to each and every webpage and provide easy navigation through all the pages.
  • Pay attention to your dynamic page URLs. Google can crawl and index dynamic pages as long as you don’t have more than 2 parameters in the URL.
  • Check your complete site for broken links. Broken links will reduce your other pages rank as well.

Mobile SEO Techniques

Millions of users these days access the web using smartphones running on Android, iOS, or Windows. Hence, it has become imperative that websites adapt themselves to this changing environment and make suitable changes in their website design to attract more viewership.

The desktop version of a site might be difficult to view and use on a mobile device. The version that is not mobile-friendly requires the user to pinch or zoom in order to read the content. Users find this a frustrating experience and are likely to abandon the site. In contrast, a mobile-friendly version is readable and immediately usable.

A recent Google update makes it mandatory that a website should be mobile-friendly to be effective on Mobile Search Engines. Note that a website that is not mobile-friendly will not have any impact on regular search engines either.

In this chapter, we will see how to make a website mobile-friendly in order to ensure the visitors who access the website from mobile devices have an optimized experience.

What is Mobile SEO?

Mobile Search Engine Optimization is the process of designing a website to make it suitable for viewing on mobile devices of different screen sizes having low bandwidth. Apart from following all the SEO rules which are applicable to a desktop website, we need to take additional care while designing a website for mobile devices. A website is mobile friendly if it has the following attributes −

  • A good mobile website has a responsive design which performs well on desktops as well as mobile devices. It not only reduces the maintenance of the website but also makes the content consistent for the search engines.
  • The contents of a good mobile website are easy to read on a mobile device without having to zoom the screen. It has appropriate fonts, colors, and layouts.
  • It is easy to navigate through a good mobile website on a small screen. It provides links and buttons that can be easily maneuvered using a finger.
  • A good mobile website is lightweight such that it takes less bandwidth and time to load on mobile networks.
  • The Home Page of a mobile website plays the most important role in connecting users to the content they are looking for. Therefore, good mobile websites make sure the most important links are displayed on the Home Page so that they get enough visibility.

The ranking of a website depends heavily on how user friendly it is. You can follow the guidelines given below to design a great mobile-friendly website.

Optimize Your Site for Mobile

If your site is already optimized for search engines, then it should not be too difficult to optimize it for mobile devices. First, let us understand what it takes to go mobile. We can categorize the steps into three broad categories −

Step 1 − Select a Mobile Configuration

Step 2 − Inform Search Engines

Step 3 − Avoid Common Mistakes

Select a Mobile Configuration

There are three different mobile configurations that you can choose from −

Step 1 − Responsive Web Design

Step 2 − Dynamic Serving

Step 3 − Separate URLs

Each has its own advantages and disadvantages. Google recommends responsive design, however it supports all three configurations. The following table shows how the mobile configuration affects your URL and HTML code −

Mobile Configuration URL HTML
Responsive Web Design Stays the same Stays the same
Dynamic Serving Stays the same Different HTMLs
Separate URLs Different URLs Different HTMLs

Responsive Web Design

Google recommends responsive web design become it is the simplest mobile configuration and very easy to implement. It serves the same HTML code on the same URL, however it adjusts the display based on the screen size of the mobile device.

Responsive Web Design

Dynamic Serving

Dynamic serving is a type of mobile configuration where the URL of your website remains unchanged, but it serves different HTML content when accessed from a mobile device.

Dynamic Serving

When your content is dynamically served from the server, make sure you inform Google that the content it is crawling may look different on mobile devices. A major drawback of this approach is that you will have to do additional processing on your content at the server level before severing it to the user. This approach puts unnecessary load on your server and makes it slow.

Separate URLs

When you maintain two different URLs — one for mobile users and another for desktop users – make sure you inform Google explicitly when to serve which version. Google does not recommend separate URLs because it can detect automatically that your mobile pages are different from your desktop pages.

Different URLs

This approach is not practical when you have a big website because maintaining two versions of the same website will require double the effort and money. At the same time, you cannot avoid various discrepancies in your content while maintaining two versions.

From the viewpoint of SEO, each URL performs separately. Hence your desktop ranking will never be added to the mobile ranking and they will always be assumed as separate websites. We don’t recommend maintaining different URLs for mobile and desktop versions if you want to draw the benefits of SEO.

Inform Search Engines

Make sure Google and other search engines understand your mobile configuration. Most important of all, Google must understand your page so that it can rank your website properly. How you inform Google depends on which mobile configuration — responsive web design, dynamic serving, or separate URLs — you have opted for.

In case your site has a responsive design, Google’s algorithms can understand it automatically without you having to inform Google. When you have a responsive design, just make sure you have the following meta-tag in your webpage header −

<meta name="viewport" content="width=device-width, initial-scale=1.0">

The viewport decides how your webpage will be displayed on a device. A site with responsive design varies its size based on the size of the device screen. Declare a viewport so that your webpage displays correctly on any device.

If your website is dynamically served, make sure you allow Google detect your configuration using the Vary HTTP header −

Vary: User-Agent

The Vary header is important to tell the search engines that different content will be served on desktops and mobile devices. This header is really important when your content is served by any cache system like a Content Delivery Network and those systems will make use of this header while serving content on different devices.

In case you maintain separate URLs, e.g., example.com and m.example.com, then you can inform Google by adding a special link rel=alternate tag in your desktop version and vice versa as follows.

Desktop page should have following in its header:
<link rel="alternate" media="only screen and (max-width: 640px)"
href="http://m.example.com" >
Mobile page should have following in its header:
<link rel="canonical" href="http://www.example.com" >

Avoid Common Mistakes

In order to optimize your website for mobile devices, make sure you avoid committing the following mistakes −

  • Slow Mobile Pages − Mobile networks are slower as compared to wired Internet networks, so it is important to pay attention to how fast your mobile pages load. It is a critical Google ranking factor. Use a mobile SEO tool to find out your mobile page speed. Google provides a number of good tools that you can use. Browse the following link −https://www.google.com/webmasters/tools/mobile-friendly/
  • Don’t Block CSS and JavaScript − Google recommends to use inline CSS and Javascripts for mobile friendly websites so that they can be downloaded along with the content. So if you don’t have much CSS, then try to adjust it within the tag itself; but if you are using a lot of CSS in separate files, then try to include it at the bottom which will stop blocking the other content being downloaded. The same rule applies to Javascript, which can be kept inside the page itself or included at the bottom of the page. If you can avoid including the file at the top of the page, then make use of async attribute while including them.
<script async type="text/javascript" src="jquery.js"></script>
  • Mobile Redirects − Since mobile networks are normally slow, too many redirects can hurt your page speed. If you are maintaining multiple URLs, make sure all your links point to the relevant pages. In case you maintain multiple URLs and you recognize a user is visiting a desktop page from a mobile device and you have an equivalent mobile page at a different URL, then redirect the user to that URL instead of displaying a 404 error.
  • Heavy Images − Heavy images increase the load time, however we cannot completely get rid of them since they are useful and effective. Therefore you should maintain a good balance between text and heavy images. Use a good tool to optimize your images and save them at low resolution to avoid heavy downloads.
  • Avoid plug-ins and pop-ups − Plug-ins like Flash and Java may not be available on user’s mobile device. Always ensure you don’t have any unplayable content on your mobile page. Avoid using pop-ups on mobile pages because it becomes quite clumsy to close these pop-ups on a mobile device.

While creating a mobile page, always keep in mind that the user has limited space to work on. So, you need to be as concise as possible while creating titles, URLs, and meta-descriptions – of course without compromising the essence or quality of information.

Useful Tools

Here is a list of some useful tools that you can use to find out how mobile friendly your site is −

  • Google Webmaster Tools − Use the available Google tools and techniques to understand what should be used and what should be avoided while designing desktop as well as mobile websites.
  • Mobile Emulator − It lets you see how your site appears on a wide variety of mobile devices.
  • Moz Local − Use this tool to ensure that your local SEO is in order.
  • Responsive Web Design Testing Tool − Use this tool to see how your responsive site looks like on a variety of mobile devices with different standard screen sizes.
  • Screaming Frog − This is a useful tool that allows you to analyze your site and double-check all the redirects.
  • User Agent Switcher − This is a Firefox add-on that you can use to find out how your site looks like when accessed from a different user agent.

SEO – Link Building Chapter – 14

Link building is the SEO practice of obtaining links from external websites to your own to improve both direct referrals (i.e., people clicking on the links), and search engine ranking. Link building is all about increasing your site link popularity.

Website Crawler goes to a site again and again whose ranking in a search engine is high. You can verify this fact by putting your site on a high-rank site. If your site link is available on a high-rank website, then you have 99.99% chances that your site is indexed within 24Hrs.

How to Increase Link Popularity?

There are various ways of increasing your website link popularity. You can follow the tips given below, which are easily doable.

  • Submit your site in popular search engines manually. Do not go for automated submission.
  • Get your site listed in Open Directory Projects like dmog.org, yahoo.com. Getting listed in these directories gives a boost in link popularity and improve search engine ranking in other search engines.
  • Provide high quality content so that anyone would naturally link to your site if you are featuring what they want, and that is not available anywhere else.
  • Leverage your personal relations with other webmasters. Put your site link on their sites. One-way links often count for more than reciprocal links.
  • Participate in Link Exchange Programs. Find top 20 sites doing the same business and contact them for reciprocal links. Link exchange between unrelated sites might affect the ranking of websites in the search engine.
  • If you are subscribed in a forum and the forum does not have any restriction to keep your site link as your signature, then it can help you to increase your site popularity.
  • Submit your site to bookmark sites like DIGG and Slashdot. Before submitting, please go through their spam policy.
  • Write good articles in blogging sites and give a few references of your links within that article.
  • Keep providing good content to your site visitors. Try to keep them busy on your site. If possible create forums, newsletters, blogs, etc.

There are other ways, but you need to spend some dollars to go for such alternatives.

  • Buy a place on high-rank website where you can put your link.
  • Subscribe for Google’s AdWords program to drive traffic towards your site.
  • You can go for alternative advertising option to increase the number of hits on your site, which can result in your site link popularity.

SEO – Hiring an Expert Chapter – 13

Creating, editing, and promoting unique high-quality content is difficult and time consuming. If you are really serious about SEO and you are not getting expected result, then it would be better to hire an SEO expert.

SEO experts perform the are following tasks:

  • Code validation and clean up – Ensure that the code is search engine friendly and standards compliant.
  • Site Structure – Building a semantic structure/theme and ensure URLs are spider friendly.
  • On-Page optimization – Page Title, copy writing, Call-to-action, etc.
  • Quality link building – Securing one way links from relevant sites.
  • Keyword research – Building a list of key phrases relevant to your business.
  • Creating Quality Content – Building optimized pages around terms discovered through keyword research.
  • Off-Page Optimization – Managing Blogs, Press Releases, Article Submissions.

If you are confident that you have the required skills, then you can take care of all the above activities; otherwise it is worth taking help from SEO Companies or to hire any SEO specialist.

Choosing an SEO Expert or Company

It is very difficult to choose a correct SEO expert or SEO company. However the following guidelines can help you in this activity:

  • Start searching through your friends and business partners.
  • Post your queries in SEO Forums to get feedback from the community.
  • Check other sites rank which they already have optimized.
  • Do not go for SEO companies doing automated submission.
  • Do not go for SEO companies doing Black Hat tricks.
  • Do not look for cheap SEO. But take care, high price also does not guarantee high quality.
  • Take guarantee if possible for a particular rank and any particular search engine.
  • User SEO Expert or Company name in Google to find more information about them.
  • Do not go just because of their fancy site and availability of good articles on their site.
  • Do not get fascinated by the testimonials available on their sites.

We can not list out all the factors here because there may be different situations and different views. You should be smart enough to think what’s bad and what’s good.

SEO – Verifying Web Site Chapter – 12

You design and develop a website but how would you know if you have put all the HTML syntax in a correct way. Most browsers do not complain against your wrong syntax, but wrong is wrong.

There are many SEO experts who claim that SEO is not dependent on site HTML/XHTML verification. But we will discuss various reasons why your site should be W3C Compliance.

Why HTML/XHTML Verification is Required?

There are various reasons to verify your website before hosting it over the internet.

  • Any webpage quality depends on how well you have written your webpage.It should be syntactically correct and should pass all the Quality Gates.
  • When any search engine does indexing for your web page content, it might get confused if the HTML tags are not written properly, and much of the web page content might not be indexed properly.
  • There might be many HTML tags, which you are using in your webpage but then have been depreciated and many of the search engines do not support them.
  • Consistency, HTML Code Beauty, Process Compliance are always appreciated by good webmasters.

What is W3C Compliance?

W3C is the World Wide Web Consortium and since 1994, the W3C has provided the guidelines by which, websites and webpages should be structured and created. Here are the links to validate your web pages:

While verification, you may get errors along with appropriate reasons. All the validations will be done using XHTML DTD, which is a refined version of HTML.

Rules for W3C Compliance

There following rules, are to be following while developing a webpage.

  • Use XHTML declaration statements to start every XHTML page:
    <!DOCTYPE html PUBLIC 
    "-//W3C//DTD XHTML 1.0 Strict//EN" "DTD/xhtml1-strict.dtd">
  • Every tag must be closed.
  • The head and body tags are now mandatory.
  • Empty tags get a terminating slash. An empty tag is a tag that doesn’t require an end tag. Examples include <br> and <hr>.
    <BR> is now <br />.
    <HR> is now <hr />.
    <IMG SRC="--"> is now <img src="--" />
  • All tags must be lower-case. This does not apply to attributes, only tags. For example, both of these formats are acceptable under the XHTML DTD:
    <FONT color="#ffffcc"> is invalid
    <font color="#ffffcc"> is valid
    <font color="#FFFFCC"> is also valid
  • All the attribute values should be put with in double quotes.
  • Tags may not be nested.
    <b><i>Text</b></i> This is invalid
    <b><i>Text</i></b> This is valid
  • The <pre> tag should not contain: img, object, big, small, sub, or sup.
  • One <form> tag cannot be inside another <form> tag.
  • If your code contains a &, it must be written as &amp;.
  • Any use of CSS should use all lower-case letter.

SEO – Content is the King Chapter – 11

Content basically includes what you see on the site: the text, graphics, and even links to other websites. You should not use excessive graphics because they are not Search Engine Friendly plus heavy graphics normally put the users out when they get downloaded, especially over a slow network.

Thousands of articles, books, and forum entries are available on how to make your website search engine friendly, but ultimately, one rule stands above the rest: Unique, high-quality, unduplicated content is the king.

Superior the quality of your content, the higher the ranking you achieve, larger the traffic you gain and greater the popularity of your website. Search engines prefer good quality sites in their index and search results.

Relevant, fresh, and timely content is crucial in attracting visitors to your website. It helps you both draw traffic from search engines and create audience loyalty.

Unique, High-Quality Content

When people visit a website for information, they want your unique spin on a topic. How is your material or content unique? Is that uniqueness obvious, and easy to find and to understand? Visitors want unique, high-quality site content. It is not only your home page content, but also all the linked pages should have useful and easy-to-understand content.

Now-a-days, search engines have become very smart and they are able to understand complete grammar and complete phrase. Hence while ranking a page against other, the content available on a page matters.

Sites with duplicated, syndicated, or free content are get given red flags by the search engines.

SEO Content Writing (Copy Writing)

SEO Content Writing (also referred as SEO Copy writing), involves the process of integrating keywords and informative phrases which make up the actual content of your website.

While writing your webpage content, the following tips may help you in keeping it better than others.

  • The content should be directed for the specified target audience.
  • Keyword density is strictly adhered as per search engine guidelines.
  • Titles should always be eye-catching, compelling your visitors to read on and want to know what you offer in your website.
  • Do not use confusing, ambiguous, and complex language. Use small statements to make your content more understandable.
  • Keep your web pages short.
  • Organize and distribute the content on the webpages.
  • Divide your web page content also into short paragraphs.

Other Advantages of Having Great Content

It is not only SEO you need to think about. Many factors contribute to make your site popular.

  • If your site is having something really unique, then people like to suggest it to their friends.
  • Other webmasters like to create a link of your site on their sites.
  • Your site visitors start trusting on your site and they look forward for the next content update and keep coming again and again.
  • Although you are listed out by search engine, a but net surfer will click only that page whose content snippet looks more unique and interesting.

Conclusion

Creating, editing, and promoting unique high-quality content is difficult and time consuming. But in the end, the golden rule of SEO is that Content is the King. It is not because of a search engine, but it is for your site visitors. A page that is read by people is better than a page that is read by bots.

So, write your content after a serious thought. Keep your title, keywords, link text, metatags up-to-date, unique, and interesting.

SEO – Optimized Anchor Chapter – 10

Use descriptive anchor text for all your text links. Most search engines consider anchor text of incoming links when ranking pages. Here is an example of anchor:

<a href="otherpage.htm" title="Anchor Title">Anchor Text</a>

Listed below are some of the important points to note about anchors:

  • The Anchor Title plays a very important role and is seen by most of the search engines. The anchor title should have appropriate keywords. Anchor title helps the site visitors using a balloon, and displaying written text.
  • The Anchor Text is another important part, which should be selected very carefully because this text is used not only for search engines but also for navigation purpose. You should try to use the best keywords in your anchor text.
  • The otherpage.htm is the link to another webpage. This link could be to an external site. Here, you need to ensure that the linked page does exist; otherwise it is called a broken link, which gives a bad impression to search engines as well as to site visitors.

Another example of an anchor could be as follows:

<a href="otherpage.htm" title="Anchor Title">
   <img src="image.gif" alt="keywords" />
</a>

In this case, Anchor Text has been replaced by an image. So, while using an image in place of an anchor text, it should be checked that you have put alt tag properly. An image alt tag should have appropriate keywords.