Search engine optimization (SEO): It is no secret that search engines
are the number one traffic generating method for driving visitors to the
different web sites. Search engines are very useful in helping people find
the relevant information they seek on the Internet. The major search engines
develop and maintain their own gigantic database of web sites that can be
searched by a user typing a keyword or keyword phrase into the search box.
Search engine optimization is the process of studying the search engines
in an effort to determine how to get your web site to rank high on user searches.
Rank is the position in the search engine results page that a web site appears
when someone searches for a specific keyword or keyword phrase.
It's possible to get a significant amount of free traffic from the major search
engines using SEO techniques if you properly optimize your web site pages.
Depending on the statistical information reviewed, search engines account for over
80% of the visitor traffic to web sites.
Within the search engine category, Google accounts for most of the search engine
traffic. The other top search engines include but are not limited to: Yahoo, AOL
Search, Overture, AllTheWeb, MSN Search, WiseNut, HotBot, Teoma, and Ask Jeeves.
You can register your web site with the various search engines but it is a
demanding process and takes time.
Visitor traffic from the search engines can be obtained through organic (natural)
or pay-per-click (PPC) search results. The non-paid organic search results are
the list of web sites (generally 10 per page) returned when a user searches on a
specific keyword or keyword phrase. Keyword is the word or phrase that is typed
into the search engine's search box. The PPC items are the paid advertisements
for a specific keyword or keyword phrase and listed on the same page as the organic
You are telling the search engines what your web site is about when you employ SEO
tactics. Search engine optimization involves the layout of your web page so that
it is very easy to navigate and read. In addition, you must skillfully place your
keywords in your web page in a manner that conveys the information that is being
searched for by your visitor.
The keywords should be placed in the title tag, meta description tag and at the
beginning of the body tag sections. The keyword density (i.e., number of times
your specific keywords appear in each page) should be in the range of 5 to 15 percent.
Search engines look for relevant and original content in your web page that is relative
to the your site’s keyword theme.
Search engines find out about your web site through your submission to the search
engine or through a link to your site from another web site that has already been
indexed. It helps to have a lot of quality and relevant links into your web site.
The search engine uses a spider (i.e., a computer program) to index (i.e., classify
and include in the search engine database) your individual web site pages. The spider
is often referred to as a crawler. These spiders follow links from one site to another
site and create an index of information for inclusion in the search engine database on
each web page they visit.
The spider is more likely to index a static HTML web page higher than one generated
dynamically. You can make your web page more search engine friendly by reducing or
eliminating any flash animation or graphics in your web page.
Your web site should have a site map on a separate web page. A site map displays a
visual model of the pages within your web site. It enables the search engine spider
to quickly find all your web pages and provides a great navigation tool for your site
visitors. Each listing in your site map should be an active link to enable your
visitor to click on the link and move directly to that
specific section of your web site.
Design each page of your web site so that the keyword or keyword phrase information
being searched for by your visitors can be easily found. You need to convey the
central message or theme of your web page to your visitors.
It will take a lot of concentrated work to achieve a top ranking in any of the search
engines. Most search engine users do not go past page one or two of the search results.
Therefore, you want to rank as high as possible on the first search results page to
maximize your chances of attracting targeted and quality traffic to your web site.
In conclusion, build your web site to be search engine friendly. Optimize each web
page on your site so that the keywords are properly placed in the title, description
and headline tags. Convey quality and useful information to your site visitors that
is tied to the keyword theme for that
page. Keep the keyword density within an acceptable range. Learn from your competitors.
What are they doing to obtain the high search engine placements? Model your SEO activites
after the winners.
To your success!
Copyright (C) 2000 - 2007 F. Terrence Markle
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