Search Engine Optimization (SEO)
The best way of getting optimized under various search engines with SEO Search Engine Optimization is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Typically, the higher a site’s “page rank” (i.e., the earlier it comes in the search results list), the more visitors it will receive from the search engine. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers
- How search engines work
- What people search for
Optimizing a website primarily involves
- Editing its content
- HTML coding
to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
Search Engine Optimizers:
The best way of getting optimized under various search engines with SEO Search Engine Optimization
They are the consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. They may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.
The leading search engines, Google, Yahoo! and Microsoft, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Yahoo’s paid inclusion program has drawn criticism from advertisers and competitors.
SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator’s goals. A successful Internet marketing campaign may drive organic traffic to web pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a site’s conversion rate.
Blogging and SEO
Search engines value regular, fresh content, and by blogging you can create just that.
The more you post, the more often search engines will spider your site, looking for additional, relevant content. Basing your blog on your keyword strategy created in the SEO process can also aid your web site in ranking for those key phrases. Blogs, by their social nature, can also increase the incoming links to your web site. Using a blog platform that has been designed to be search engine friendly is crucial to harnessing the SEO power of blogging. Some features of SEO-friendly blogging software include:
- Each blog post should be assigned a unique page which can be easily accessed and indexed by the search engines. This is called a permalink.
- Pages should be able to be tagged with keywords relevant to your SEO strategy.
- Each post should be able to have its own unique meta data (title, description and key phrases).
- Social bookmarking functionality should be built in.
keyword research
How do you know where to start on building your keyword list? It requires a little thought, and a fair amount of research using tools which are readily available to help
you both grow and refine your list of keywords.
Brainstorm
Think about the words you would use to describe your business, and about the questions or needs of your customers that it fulfils. How would someone ask for what
you are offering? Consider synonyms and misspellings as well. Bear in mind that people might not ask for your services in the same way you describe
them. You might sell “herbal infusions” whereas most people would ask for “herbal teas”, although some might request a “tisane”. If you are selling Tamagotchis, remember that the spelling can be tough to recall, and
you might need to consider common misspellings like “tumagochi” or “tamagochi”.
Survey customers and look at your web site referral logs
Look to see what terms customers are already using to find you, and add those to your list. If they are already sending you some traffic, it is worth seeing if you can increase
that traffic.
Use keyword research tools
There are several tools available for keyword discovery, and some of them are free! Some tools will scan your web site and suggest keywords based on your current
content. Most will let you enter keywords, and will then return suggestions based on past research data with:
Similar keywords
Common keywords used with that keyword
Common misspellings
Frequency of the keywords in search queries
Industry related keywords
Keywords that are sending traffic to your competitors
How many other sites are targeting your keywords
Optimising Content for Key Phrases
Once keywords and phrases are selected, we need to ensure that the site contains content to target those key phrases. We must ensure that the content is properly
structured and that it sends signals of relevance. Content is the most important part of your web site. We must create relevant, targeted content aiming at our selected
key phrases.
Content already has several roles to play on your site:
It provides information to visitors.
It must engage with them.
It must convince them to do what you want.
Now it must also send signals of relevance to search engines. You need to use the keywords on the content page in a way that search engines will pick up, and users
will understand.Each web page should be optimised for two to three key phrases: the primary key phrase, the secondary and the tertiary. A page can be optimised for up to five key
phrases, but it is better to have more niche pages than fewer unfocused pages.
Here are some guidelines:
Title tag: use the key phrase in the title, and as close to the beginning as possible.
H1 header tag: use the key phrase in the header tag,in the other H tags.
Just as an image can help emphasise the content on a page to a visitor to that page, they can also help search engines in ranking pages, provided they are labelled correctly.
Here are some ways to optimise images with key phrases for SEO:
Use descriptive filenames.
Use specific ALT tags and Title attributes for the images.
Meta information can be supplied in the image file. Make sure this information is relevant.
Use descriptive captions, and keep relevant copy close to the relevant image.
Make sure the header tags and images are relevant to each other.
SEO is both a science and an art. Focussing on writing quality content while sticking to a few guidelines when it comes to tags and URLs is the best way to ensure results.
Remember, you want search engines to rank you highly for your content, but you also want to ensure that the content is a pleasure to read.
Adding fresh content which carries brand values regularly to your site will also encourage the search engines to crawl your site more frequently.
Use your web site and its pages to establish and reinforce themes. Information can always be arranged in some kind of hierarchical structure. Just as a single page can
have a heading and then get broken down into sub-headings, a large web site can have main themes that get broken down into sub-themes. Search engines will see these
themes and recognise you as a web site with rich content.
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