The Complete Guide to SEO from the leading SEO agency in Abu Dhabi

You must have all heard about SEO or Search Engine Optimization. Here in this article, we have tried to make you understand the ins and outs of SEO.

The SEO explained to layman

When looking for something on search engines, we look forward to finding the best results first, that is, those most relevant to our research. For example, if I look for best SEO company in Abu Dhabi, I do not want to find an SEO agency in Dubai or any other irrelevant result.


SEM stands for Search Engine Marketing (marketing through search engines) and is the wider discipline that incorporates SEO. SEM includes both paid search results (where you can see it using tools like Google AdWords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).

A complete SEM strategy uses both pay-per-view advertising and the implementation of SEO techniques. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO should both be monitored and updated frequently to adapt to the evolution of best practices.

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SEO differs from the SEA since in the first case there is no direct payment to the search engine to appear in its results. The SEA on Google is done through the Google AdWords Circuit. The platform that allows you to create sponsored link campaigns that are marked with “Ann.” And are displayed, if present, as first results (maximum 4) and last (maximum 3) of the page.

The sponsored links payment mechanism is PPC (pay per click), i.e. the advertiser pays a certain amount each time a user clicks on his link. The amount to be paid according to the logic of the auction depends on how much they are willing to pay for the other advertisers, so the one who offers more will be higher in the results than the one who offers less.

The non-paid results are called “pure” or “organic” results, so SEO, which does not cover paid out results, is also referred to as pure or organic placement. SEO and SEA are both parts of SEM’s web marketing macro-activity, namely search engine marketing (marketing through search engines).

SEO dictionary

  • SERP: “Search Engine Result Page”, literally translated search engine results page, is any Google page that appears after you have entered the term or terms to search.The picture above is an example of SERP.
  • Query: It is any search made on the engine.When you enter one or more words in the Google search field, you are querying.
  • Keywords: “keywords” (or search key) are the words you enter in the search field when you run a query.By keyword, we mean not only single words but also strings of text, for example, the search “web marketing Bologna” is a keyword.
  • Robot: (also called spider or crawler) is the software that search engines use to scan all network sites automatically. The robots roam continuously to scan the whole network, passing page in page via links. They make a textual copy of all the documents you visit and place them in an index (see indexing). The Google robot is chipped by GoogleBot.
  • Indexing: This is the process by which the robot adds the material to the database of its search engine to return it, sorted in a ranking (see ranking) based on the relevance of the search key, and then queries it.
  • Ranking: This is the ranking of results compared to a given query.When inserting a keyword, the search engine returns a SERP of results sorted according to the relevance of indexed documents to that keyword. Ranking is also synonymous with positioning (see), SEO means ” ranking factor” any element, internal or external to the site, which influences ranking position.
  • Optimization: In SEO, optimizing means making robot work as easy as possible, providing content that is easily accessible and making it easier to understand the subject matter of the document.
  • Placement: This is to improve the position of a website/web page in the search engine ranking for specific keywords.Positioning (or improving it) is the natural consequence of optimization.

How to “reason” a search engine

To practice every SEO activity, you must first understand how a search engine works. A search engine mainly works (in summary) with the following modes and in the following order:

  1. Crawling using robots;
  2. Indexing of the obtained material;
  3. Ranking;
  4. Response to user requests (SERP).

To find out more, read this article on search engines.

SEO activity in detail

SEO activity includes various analytical/strategic and operational phases. On the operational level, many different factors need to be considered to optimize a site. An original approach to describing the principal of these factors was made by Search Engine Land, a well-known and authoritative American magazine in the industry. Search Engine Land has created a periodic table of ranking factors (it updates periodically as Google updates its algorithm).

The SEO Strategy Phase: Keyword Selection

This phase is crucial, any SEO activity is meaningless if you do not have an accurate analysis of the keywords to choose for your campaign. Searching for “best” keywords can be done with appropriate software tools, user interviews, competitive analysis (benchmarking), and using the same search engine.

For the success of an SEO campaign, it is advisable to select non-generic keywords, as it would be very difficult or even impossible to achieve good results in useful times, but not too specific, as if they are unsuccessful, they generate little or no traffic at all.

When choosing keywords, the “Long Tail” theory by C. Anderson applies, according to which niche products will have much more chance of profit. To apply this theory to SEO optics, it is, therefore, preferable to choose many specific keywords (with less competition and higher conversion rate) rather than few generic (with a lot of competition and low conversion rate). To find out more, read this article on the long queue and search engine rankings.

On-page SEO

You define SEO on-page (or “on-site“) the set of optimization activities within a site’s pages. This is only a part of the SEO activity, the other face of the coin is defined as “off-page” (or “off-site“) and is the set of inbound link management Backlink) to a site, which is an important signal for search engines when judging the authority of a site.

On-page optimization, in turn, can be divided into two distinct areas: optimizing HTML and a site’s structure; And the optimization of textual content and images of a site.

I would add that good website positioning may also depend on high elements, such as server-side factors, reliability and speed of hosting, and other factors such as seniority (some experts argue that domains with more than 5 years are believed to be more reliable by Google) and the behaviour of users on the site (time spent, number of pages visited), but the greatest results are obtained through these two activities.

  • SEO optimization of HTML code

Each website is made up of an HTML source code that is read by the browser (Internet Explorer, Firefox, Safari, Chrome, etc.) and presents the site in the way we see it. Optimizing the code is, therefore, the task of optimizing the “invisible” parts to the user, but affecting the ranking of the site.

  • TITLE TAG: Of particular importance are some tags that form the code, such as the title tag- which can be visible in the top of the browser when we open a web page, and in the SERP linked to our page – that serves to specify the title of a particular page. In order to be optimal, this title tag/subject must be clearly understood by the users and the robots alike, so it must include the keywords that we are targeting (those that we think users use to find us). It is also advisable to predict different titles for each page of the site in order to optimize each page for a single specific topic. For example, if your page contains a list of the best SEO agencies in Abu Dhabi and Dubai, we will have to make two different pages with “best SEO agency in Abu Dhabi” and “best SEO agency in Dubai” respectively, instead of creating a single page.
  • META TAG: Another element to consider at the code level is the meta tag description which appears as the “preview” of the page in the SERP. Although Meta tag description does not directly affect search engine placement, it is extremely important to get click through rate (the ratio between the number of views and the number of clicks) from search engine results pages (which can indirectly affect the rankings). It must, therefore, contain a clear and appealing message which is consistent with the content to entice users to click on your link rather than on the competition. It’s advisable to use a length of less than 155 characters to ensure that Google does not cut the sentence in half which may risk losing meaning.
  • SITEMAP: A sitemap (or site map) helps spiders navigate the site, so it should be present to allow indexing of all the pages.
  • HEADLINE TAGS: Heading tags(h1, h2, h3 …) are used to delineate paragraph text with titles and sub-titles, and are also useful for understanding the topic of the document for both users and engines. It is, therefore, appropriate to use H1 for the main page title, including the keyword in the title tag (note that there are two distinct things: h1 appears in the document as title and is visible to the users, the title is visible in the browser tab and appears attached to the SERP).
  • ALTERNATIVE TEXT: Alternative text(alt) is an attribute to add in the images. Robots cannot read the text in the images, so it’s important to add this attribute to tell the search engines what the image represents.
  • PAGE URL: Page URLs are optimal if they do not contain characters such as “?”, which cannot be scanned by some robots and contain an indication of the content of the page.
  • SITE STRUCTURE: In addition to the data for each page, another important element concerns the structure of the site itself – and as a consequence of the navigation menu – optimal if hierarchical (or “tree”), because it is easily scanned by robots and in which each page the site is linked by at least one link from another page. It is also necessary to verify and possibly fix the presence of links that are not functioning within our site, since an excessive number of “broken links” can suggest motors that the site is abandoned.

Off-page SEO

Although it is crucial to have optimized pages, this is rarely enough to achieve the desired results. Off-page optimization (outside of our pages) is essentially about managing links on other sites that focus on ours. The “off-page” activity is therefore mostly related to the link popularity, and is a very important part of the process. This part is often longer and more difficult than “on-page” because we do not have direct control over other sites. To manage link popularity, as we have said, we need to get links to your site from other relevant sites relevant to the site’s site, but how do we do it?


  • LINK BUILDING: Since links are signs of interest, it is clear that getting links is a natural consequence of having quality contenton your site. But on the other hand, the acquisition of spontaneous links may be a slow process. For this reason, many SEOs have developed different tactics for years to get links from other sites spontaneously. The set of these tactics takes the name of link building (link building). These techniques, especially in some highly competitive industries, have been used extensively, becoming spam phenomena. There has been a time when practices such as link exchange, spam links to blogs and forums, compelling inscription to dubious quality directories (link lists) were practical on the agenda, and worked very well for SEO.


  • LINK EARNING: For Link earning, which is literally gaining links, it means producing interesting content in order to attract natural links(“bait” in fact means “bait”). If you write useful, interesting, or funny things, users will be spontaneously brought to link your site, since the links are ultimately a sort of “voting” about the quality of a content. Link earning can be done by producing articles of interest for a certain niche (research, studies, novelties, official documents, interviews, etc.), but also with the creation of multimedia content such as video or infographic. The latter is currently in very good shape due to their good viral potential.


  • GUEST BLOGGING: Guest Blogging or Guest Posting, is mainly about searching for blogs or online magazines that host articles that are independently written. This is a fair exchange, a kind of “do ut des” in which both parties benefit from something: the host site gets new content for free while the writer gets a link to his site in return. This activity is an excellent public relations tool (Digital PR) as well as link building, but it needs to be done by following some simple rules.


  • DIGITAL PR: Digital PR is the digital version of public relations, that is, all communication activities aimed at the development of relationships with institutions, companies, press organs, consumers (but also influencers such as journalists and bloggers) with the aim of promoting a brand or product.


The influencers, as the word suggests, are people who, by virtue of their recognized reputation or authority, can influence other people’s opinions about a topic (such as a product or a brand). Thanks to digital PR, we could establish relationships with bloggers and journalists of online magazines with the purpose of publishing articles that speak about our product or brand. Of course, this activity can give us a reputation-based advantage, and if we can include a link in the article, even the SEO side.

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Black Hat and White Hat SEO

SEO techniques can be categorized into two major categories: the techniques that search engines advocate as part of a good web development, and the techniques that search engines refuse to manipulate search results without offering the quality content users. Search engines try to minimize the effect of the latter, cataloging them as spam. Industry commentators have classified these methods and the operators who use them, respectively, as White Hat SEO and Black Hat SEO. The former tends to produce long lasting results, while “black hats” risk their sites being banned temporarily or permanently once search engines find out their practices.


  • An SEO technique is considered White Hat if it complies with the search engine guidelines and does not involve any deception. A White Hat SEO service is generally summarized as “creating content for users, not search engines”, and then making these contents easily accessible to spiders rather than attempting to deceive the algorithm. The White Hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.


  • A Black Hat SEO seeks to improve positioning in ways that are disapproved by search engines or imply deception. For example, a Black Hat technique is using hidden text (the same colour as the background, an invisible div, or positioned off the screen). Another method provides a different page depending on whether it is open to a human or a search engine, this technique is known as cloaking. Search engines may penalize sites that find out that they have used Black Hat methods, either by reducing their ranking position or by eliminating them entirely from their database. These sanctions can be applied automatically by search engine algorithms or by manual revision of the site.

SEO and Social Media

If a web page gets many likes, comments, and shares on Facebook, retweets on Twitter, +1 on Google+, etc., is a sign that is considered and welcomed by users, so one might think that this also results as something valuable in search engines. When in truth, according to the latest statements by Matt Cutts, former Google spokesman, “social signals” are not a ranking factor. Cutts goes on to say, “Facebook and Twitter pages are treated like any other page in our web index, so if something happens on Twitter or Facebook and we can scan, then we can return it to our search results. But with regards to something specific, like “This has many followers on Twitter” or “This has many I like on Facebook”, to the best of my knowledge, at the moment we have no such signal in our ranking algorithms.” However, the implementation of special APIs to facilitate sharing of social networking pages and the proper use of social ones could indirectly contribute to optimization for search engines, increasing the likelihood of getting Spontaneous links. It is therefore good for those who make SEO to take care of social networking and encourage sharing of pages.

SEO Services

Several webmasters, web agencies, and communication agencies offer optimization services to companies. If well done at non-expensive prices, an SEO service can guarantee a high return on the investment you are facing. There are a few SEO agencies in Abu Dhabi and Dubai that could cater to your needs and give you rewarding results that could help boost your site traffic in no time. One such agency is Avedintia, which is considered the best SEO company in UAE.