or Search Engine Optimization
is a Web Marketing Technique which helps Search Engines to display a website higher than other websites as a search result in response to a query
. It is like ranking a website, the higher it is placed in the results page, more users will visit that website as it is the human tendency that they perceive those to be more relevant. The websites are paid per click so if a website is not being displayed in first 20-30 results then one can pay for optimizing it and can purchase a sponsored link too. It’s a money game. You have to pay in order to get paid.
The one who is SEO specialist becomes an integral part of the Marketing Team as he is responsible for optimizing for natural relevant search engine results which is a part of a company’s ongoing Internet Marketing Strategy.
There are different aspects in the process of SEO. One can adopt short-cut techniques known as Black-Hat SEO methodologies. It includes Hidden Text, Optimizing Irrelevant keywords, linking to bad neighbours, keyword stuffing and Doorway or Gateway Pages. Though it can produce same results but if the search engine detects that, then the SEO Company and the websites can be banned by search engines. Now that would hurt!
Choosing Domain and File Name: Use keywords in your domain and file name that are short and from your primary keyword phrase. Use SEO friendly URLs having keywords that are most searched. For example in our website I use file name all-about-seo.
Keyword Phrases and density: One should use the keywords that most of the people use for searching. Do not use same keyword; always use synonyms at few places. Keyword density is the percent that your keyword or keyword phrase are of your web page text.
Domain Extensions: The .com and .net extensions are used for global traffic and .ca or .co.uk is used for country specific traffic for Canada and UK respectively.
Title Tag: The title tag should have the keywords that most of the people use for searching. For example most of the people use ‘What is seo?’ as the keyword so it can be used as the title. Each page should have a different title with 2 or 3 of your keyword phrases at the beginning.
Meta Description Tag: Unique description for each page, related to page content. The description and the first sentence should have 2 or 3 of your keyword phrases as it tells the search spiders about content of the page.
Include a site map page: The site map helps spiders to understand your hierarchy. The spiders are designed to read the site content as we do and follow links from one page to the next. Spiders can’t index pages that can’t be crawled. If the website is large more than one site map pages can be made limiting one site map to 70-90 links.
Use bold tag: Use the <b> </b> tags around some of your relevant keywords on each page.
Increasing Prominence: Cross linking should be done between pages of the same website to provide more links to most important pages. To increase the traffic certain keywords and phrases that are relevant to the search queries should be included in the content.
Preventing crawling: Robots.txt is a file which permits or denies access to robots or crawlers to areas of your site. It can be used to avoid undesirable content in the search indexes.
H1, H2 and H3 tags: These tags can be used for specifying anything important. H1 tag should be used for the short on page content description. H2 and H3 tag for the headings for sub category’s within the content.
Create Unique and Quality Content: Great and unique content is a great way to get inbound links. By writing your own content and using the keyword research to target actual words searchers use, one can give a good competition to the world. The more quality and quantity of the content is, the better it will be.
Avoid dynamic URLs: Some search engines may have a problem indexing dynamic URLs. So Static Pages should be made wherever possible. If you are using any script which shows dynamic pages then make sure at least it should include at least one keyword.
Avoid Errors: Keep Webpage free from any syntax errors. Document type should be declared at the beginning and HTML and CSS should be validated.
Navigation: Use text for navigation menu instead of using images. If the images are used then ‘alt’ attribute should be used to describe images with proper keywords.
Incoming Links: Get link from other reputable sites related to yours. It proves helpful in finding your site.
To successfully optimize your site the goal should be to make a site that search spiders and visitors can easily read and is easy to find and follow with the best content they can get.