Search Engine Optimization is the process of getting one's website to rank highly among the search engine's free organic listings. To do so, search marketers will implement specific elements into a website's code, template structure, and content in hopes of creating a site that is not only "search engine friendly", but also one that is relevant for chosen keywords.
Search Engine Optimization (often abbreviated as SEO) is the process of getting one's website to rank highly among the search engine's free organic listings. To do so, search marketers such as myself, will implement specific elements into a website's code, template structure, and content (in addition to a few off-site techniques and strategies) in hopes of creating a site that is not only "search engine friendly", but also one that appears relevant for the keywords chosen.
The ultimate goal behind search engine optimization is to rank the optimized website highly in the search results so that it may attain traffic from specifically those people interested in learning about or purchasing the products and services the site sells.
Now, without getting too in-depth and discussing the many strategies and techniques we search marketers utilize in our SEO efforts, I'll stick to the basic key ideas. When it comes to basic on-page SEO, there are 2 simplistic goals:
Goal #1: Get Found and Indexed
Providing every opportunity for search engines to find, crawl, and index your website's pages is important. This is the first part of any successful search engine optimization campaign... simply put, if the search engines can't locate or index your website's pages it can't display them in its results. Some general indexing techniques include:
- Submitting to Search Engines
- Setting up a Google Sitemap Account
- Setting up Yahoo! SiteExplorer Account
- Getting Links from other Relevant Websites
- Making your Website's Navigation Search Friendly
- Creating an Alternative Text-Link Navigation
- Creating and Embedding a General Sitemap Page
- Ensuring that your Robots.txt files are accessible
Goal #2: On-Page Optimization
Proving to the search engines that your web pages are really about what you say they are is important. This is probably the hardest part as search engines go to great lengths to ensure that their ranking system isn't gamed or tricked (spammed). However, once the search engines find your pages, never assume that they are going to be able to read, understand, and decipher it accordingly. Take a proactive effort and see to it that search engines tag/label and categorize your pages correctly in their index.
In order to convince the search engines to rank a web page according to the keywords that you've chosen for it, you must ensure that each of your page's keywords are accurately implemented throughout key areas of that page. Some general areas include:
- Page Title
- Page Meta-Description
- Page Meta-Keywords
- Headline Tags
- Several Times throughout the Page's Content
Essentially what it comes down to is if you're claiming that a page is about say "ford mustangs" than you need to use the term "ford mustangs" on the page and where search engines can read it.