Search Engine Optimization is a broad definition for the
various methods in which web sites can be created, designed,
and maintained with the intention of being indexed and ranked
within search engines and online directories.
The primary objective of creating a web site lies in making
the various products and services accessible to the customers
online thereby building our own market.
In order to achieve this objective, it is not just sufficient
creating a web site but to ensure that it is available and
accessible to the customer with a click of a button thereby
generating traffic and simultaneously developing the business.
Recent studies have shown that 60% of the business is generated
from the web site being listed in the search engines where
in the customer types in the relevant keywords and phrases
that best describe his requirements and not from banner advertisements
or other means.
In this context, it has become imperative for any site to
get listed in the search engines. A lot of effort and money
goes into making a good website. The additional investment
on search engine optimization services is a must as your website
will never get noticed if it does not rank in the first twenty
results of any major search engine.
A good website is akin to a billboard in an obscure place.
Search engine optimization services help you position the
billboard in the most prominent place. With decreasing effectiveness
of banners, search engine optimization is perhaps the only
way a website can get popular on the Internet.
The following two factors need to be taken care of if one
has to reap the benefits of search engines.
1. The primary need is to get listed or indexed by
the search engines.
Simply getting listed in the search engine serves no purpose,
unless your website is in the top positions in the search
2. Therefore, the second aspect is to achieve a high
ranking in the search result.
Achieving top search engine rankings is not a one-day affair
and is not as simple it seems to be.
Here is where our friend, search engine optimization comes
to our rescue. Search engine optimization optimizes the pages
in our web site so that they are listed and ranked high in
the search result.
Obviously topping the charts always helps. However, it is
not always possible to have top search engine rankings, especially
if the domain you are operating is extremely competitive.
Being in the top ten will boost your website traffic a great
deal as surfers rarely view listing beyond the first two pages.
Select a good company offering search engine optimization
services to help you achieve this goal. Search engine optimization
is not a complicated process, but is a very involved and effort
intensive affair. For a small price, a good search engine
optimization services company can ensure you top search engine
Now that we are well aware of the need for Search Engine
optimization, let us concentrate on the processes involved
in formulating an effective search engine optimization strategy.
Search engine optimization is a vast subject in its entirety
and there is no specific formula defined for optimizing a
web site. SEO is specific for each web site and a multitude
of factors determine in achieving the end result.
Search engine optimization services can be broadly divided
into the following categories
Identifying the right Keywords
Formulating a Meta content strategy
Designing a search engine friendly Layout
Creating search engine friendly Content
Taking care of Images and Links
Ensuring Link popularity
Formulating a Submission strategy
This is the starting point of any search engine optimization
strategy. To achieve top search engine rankings, you need
a thorough understanding of the likely keywords a surfer may
use to locate sites similar to yours. There are a lot of tools
on the net, which help you identify, grade and evaluate keywords.
Your entire search engine optimization strategy revolves around
keywords, so ensure that you identify the right keywords.
To begin with, identify all your competitors and examine
theirs sites carefully. Use popular search engines to search
for your competitors. Record the keywords, which yield the
most relevant results.
Identify your organization's USP. Are you in the business
of delivering quality, speed, and efficiency or are you concentrating
on price? Use these adjectives along with your keywords to
arrive at key phrases.
Use tools found on the net to identify the popularity of
your keywords and phrases.
You have crossed a major milestone once you have identified
the relevant keywords for your site.
Your URL tells the world what your site is all about. Choose
your URL so that it reflects the nature of your business,
ideally your URL should contain keywords you have identified.
Do not despair if your domain name does not have the requisite
keywords. Ninety five percent of the domains names are not
made up of keywords. There are a number of sites with non-keyword
based domain names that achieved top search engine rankings.
Companies dealing in Search engine optimization services have
found effective methods to over come this situation.
The next step towards achieving top search engine rankings
is to have a relevant title. The title of a page simply describes
the content of a page and is listed on the title bar located
at the top. As most search engines consider the text of the
title while indexing, it is recommended to include the important
keywords in the title tag of the page.
Many popular search engines take into consideration the content
of the Meta tags while indexing. A brief overview of the important
Meta tags (description, keywords and robots meta tags) will
help you prepare a better search engine optimizations strategy.
Firstly, let us discuss about the description tag. The content
of the description Meta tag is visible in the search engine
result when a visitor types in a keyword or key phrase and
executes a search. The description tag should include the
keywords and key phrases relevant to that page. The objectives
of the description are to evoke the user's interest about
your site, describe the page in question and ensure higher
ranking in the search engine (more keywords and phrases).
Consider all these factors while formulating the description.
Secondly, the Keywords Meta tag is used to encompass all
the keywords and key phrases that best describe the page.
Search engine spiders rank a page looking at two terms Keyword
density (Number of keywords per page) and Keyword frequency
(Number of times each keyword is repeated). List all the keywords
and phrases in an alphabetical manner and in lower case.
Another tag, which is important, is the robots Meta tag,
which includes a robots.txt file. The robots.txt file is a
text file, which states whether a particular page can be indexed
or not. Basically it acts a filter, notifying the spider,
which pages to index. One can also inform the search engine
spider to index specific type of files, by giving the file
Your website's layout can affect your search engine optimization
strategy significantly. Having layouts, which have little
scope for content and links, will seriously undermine your
placement in search engines. Your layout should have a provision
for multiple themes more so in your home page. This will give
you the opportunity of increasing your keyword density without
jarring the content. Formatting of content using header tags
enhances your search engine placement. Make provisions for
these elements while deciding on your layout.
The fundamental and the most significant element to achieve
top search engine rankings is the Content of the web site.
Content is the king any day. A site without relevant and search
engine friendly content will not be able to make any head
way in its rankings.
The content of a website should reflect the enterprise functions,
products and services. A customer gets attracted to a site
that best suits his needs and that is rich in content. Littering
a page with unnecessary images and flash movies will not aid
your search engine optimization strategy. Identify a few key
phrases / keywords for each page and ensure that these keywords
appear regularly in the content for that page. For example
the key phrase for this page is 'top search engine rankings'.
We have used the phrase 'Top search engine rankings' eleven
times in this page.
Image names, links, names of html pages and alt text have
a significant bearing in search engine placement. A good way
to achieve top search engine rankings is to name your images,
links and html pages to accommodate your keywords. These elements
may make up for your deficiency in content and will increase
your keyword density.
Link popularity is another significant aspect that many search
engines consider while indexing. Link popularity is defined
as the number of links from other relevant web sites pointing
to the site. In other words it best describes how popular
our web site is. The key to achieving top search engine rankings
in sites like Google and Wisenut is link popularity. Include
the primary keywords in the site name and title, as many sites
use the title text as the link text. Always use good content
in the site, so that other sites treat the content as a valuable
resource and link to your site. It is also necessary to link
to other relevant sites that share the same subject from our
site. While doing so, include the keywords in the link text.
Link popularity can be achieved only if your site is relevant
and popular. There are no obvious short cuts to link popularity;
only sites with good content and services will be able to
increase link popularity.