This report is part of the Search Engine Optimization (SEO) Best Practice Guide 2014 bundle.


This report is part of Econsultancy's renowned SEO Best Practice Guide and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.

Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before. 

The SEO Best Practice Guide is invaluable for anybody working in internet marketing, or looking to appoint an SEO agency, or simply trying to secure better search engine rankings.

It has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity. 


  1. Introduction to Our Guides
    1. How this guide is structured
      1. Features of this guide
    2. About Econsultancy
  2. Technical SEO
    1. Why technical SEO is important
    2. Considerations when building a website
    3. Site architecture
      1. Categorisation
      2. Use of subdomains
      3. URL formats
      4. Using Webmaster Tools
      5. Sitemaps
      6. Telling the search engine about your Sitemap
      7. URL parameter management
      8. The “robots” meta tag
      9. The Robot Exclusion Standard (robots.txt)
      10. Mod-rewrite and URL Rewrite:
      11. URL Rewrite
    4. Canonicalisation
      1. Why does canonicalisation cause problems?
      2. Quick tips for canonicalisation
    5. Pagination
    6. Geo-targeting
    7. Crawling, server behaviour and response codes
      1. Viewing headers
      2. HTTP request headers
      3. User agent
      4. Accept-Encoding (Compression)
      5. Referrer
      6. HTTP response headers
      7. Response status codes
      8. HTTP compression
      9. ETag
      10. X-Robots-Tag
      11. Canonical URLs
    8. Vary HTTP header
    9. Web crawler detection
    10. URL discovery
      1. Links
      2. Sitemaps
      3. Toolbars and analytics
    11. Web crawling optimization
      1. Crawl budgets
      2. XML Sitemaps
      3. Expired/deleted content
      4. Crawl optimization checklist
    12. Redirection
      1. Geographic redirection
      2. Mobile/device redirection
    13. Site availability and speed
      1. Availability
      2. Site speed
    14. Optimising site speed
      1. Server response time
      2. HTML size
      3. Page structure
      4. AJAX / client-side asynchronous technologies
      5. Site speed checklist
    15. Vertical technical SEO
      1. Image search
      2. News
      3. Video search
      4. Shopping search
    16. HTML markup
      1. Open Graph
      2. Title and description tags
      3. Header tags
      4. Structured data
      5. Breadcrumbs
      6. Pagination
      7. Testing
      8. HTML 5 elements
    17. Domain migration and site redevelopment
      1. Domain migrations
      2. Site redevelopment
    18. Technical auditing for SEO
    19. Technical SEO monitoring
      1. Monitoring checklist
      2. Monitoring tools
  3. On-page Optimization
    1. Introduction
    2. The importance of targeting keywords
    3. Selecting keyphrases for optimization
    4. Page markup factors
      1. Page <titles>
      2. Content headings
      3. Body content
      4. Meta description
      5. Image optimization
      6. Authorship
      7. Rich snippets
      8. Social sharing
    5. Document level factors
      1. Keyphrase(s) within domain name
      2. Keywords in URLs
      3. Non-HTML document types
    6. Internal linking
    7. User-generated content
  4. Landing Page Optimization
    1. Setting objectives for your landing pages
    2. Conversion strategy
      1. Macro conversions
      2. Micro conversions
      3. B2B or B2C
    3. Measuring effectiveness
      1. Success factors
      2. A careful consideration for product specific obstacles
    4. Conversion considerations when copywriting for SEO
    5. Different types of SEO landing pages
      1. Landing page as part of the existing structure
      2. Specific campaign landing pages
      3. Microsite (different domain)
    6. Continuous improvement – testing landing pages
      1. Tools
      2. Evaluate results on all levels
    7. Key dos and don’ts
      1. Remember non-responders
      2. Ensure your company image matches perceived impression
      3. Don’t use corporate terms and language
      4. Break content down into readable format
      5. Introduce urgency
      6. Ensure your CTA has an enticing value proposition
      7. Don’t ask for unnecessary information
  5. Appendix 1: Acknowledgements
    1. Lead author
    2. Expert contributors

A free sample document is also available for download


  • Pdf SAMPLE: Search Engine Optimization (SEO) Best Practice Guide (3.25 MB PDF)
  • Pdf Disabled SEO Best Practice - Technical SEO, On-page Optimization and Landing Page Optimization (3.96 MB PDF)

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