Search Engine Optimization (SEO)
1. What is Search Engine Optimization (SEO)?
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.
2. Why should one go for Search Engine Optimization?
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
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.
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.
How high should be my ranking?
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 rankings.
3. How to go about Search Engine Optimization?
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
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
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.
Creating Title and Meta content
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
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
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 extensions.
Designing a search engine friendly Layout
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.
Creating search engine friendly Content
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.
Taking care of Images and Links
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
Ensuring Link popularity
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