SEO (Search Engine Optimization) is the act of optimizing a website for natural placement in search engine's listings. To rank well organically, a site owner can reap the benefits of free traffic search engines have to offer.
Search engines like Google, Yahoo, and MSN utilize automated programs called search engine spiders or robots to access a website's pages. The spiders crawl the pages and copy it to be later added to a search engine's index. Billions of pages are indexed in massive databases, and when a search action is made, a search engine processes (compares the search string in the search request) with the billions of indexed pages in it's database. A search engine's algorithm is then able to begin determining the relevancy of the near endless pages in the index to the search string requested.
Search engines do the following tasks:
- Web Spidering - Index Web Pages - Process Information - Calculate Relevancy - Retrieve Information
An algorithm is a set of rules"used to calculate the relevancy of requested search queries. Algorithms are kept secret from the public to avoid altering of search engine listings. There are over 200 factors that currently contribute to the search relevancy process. Even though there are slight differences in placement rules for the major search engines, for the most part, all major search engines follow similar guidelines when it comes to calculating search relevancy.
On-Page Factors
These are factors that can be changed on a website by a site owner is considered on-page optimization. These factors include the density of keywords used on a page, keywords used in the Title, Meta, and Alt tags, the type of support pages and links being used throughout the site. Search engine's algorithm will also determine the strength of a keyword by it's prominence on a web page. Usually, the first 200 words on a page holds more weight than the keywords below it.
On-page optimization should also target similar words to the key term, use of videos, blogs, and attention to the way top-level sections are structured on a web page. The type of server being used, the public status of a domain name, and website analytics (such as bounce rate) are also key factors that determine the effectiveness of on-page optimization. As important as it is, on-page optimization only contributes 30% of a full and robust SEO plan. The other 70% of the SEO process is accomplished by Off-Page Optimization.
Off-Page Factors
Off-Page Optimization refers to factors that cannot be altered by the site owner or Webmaster. Such factors include the type and number of links that point back to the website. If the site has a robust number of quality inbound links, it is considered a vote of confidence by search engines. On the other hand, it is possible for a website to have a large number of incoming links that add absolutely no value to a site. The first order of business is quality over quantity.
Social media is another off-page strategy that can improve search engine rankings. Social media is one of the most popular strategies being used today. However, there are so many social media sites online that an individual can become overwhelmed. Building a following through strong viral campaigns can lead to online success via a large increase of traffic and a potentially high number of inbound links.
Search Engine Optimization, while being rewarding, is a difficult technique to execute of all SEM disciplines. SEO can be time consuming, and the results may not be realized for several months. However, once a site is well optimized and is positioned well in organic search engine traffic, it will have all been worthwhile.
Search engines like Google, Yahoo, and MSN utilize automated programs called search engine spiders or robots to access a website's pages. The spiders crawl the pages and copy it to be later added to a search engine's index. Billions of pages are indexed in massive databases, and when a search action is made, a search engine processes (compares the search string in the search request) with the billions of indexed pages in it's database. A search engine's algorithm is then able to begin determining the relevancy of the near endless pages in the index to the search string requested.
Search engines do the following tasks:
- Web Spidering - Index Web Pages - Process Information - Calculate Relevancy - Retrieve Information
An algorithm is a set of rules"used to calculate the relevancy of requested search queries. Algorithms are kept secret from the public to avoid altering of search engine listings. There are over 200 factors that currently contribute to the search relevancy process. Even though there are slight differences in placement rules for the major search engines, for the most part, all major search engines follow similar guidelines when it comes to calculating search relevancy.
On-Page Factors
These are factors that can be changed on a website by a site owner is considered on-page optimization. These factors include the density of keywords used on a page, keywords used in the Title, Meta, and Alt tags, the type of support pages and links being used throughout the site. Search engine's algorithm will also determine the strength of a keyword by it's prominence on a web page. Usually, the first 200 words on a page holds more weight than the keywords below it.
On-page optimization should also target similar words to the key term, use of videos, blogs, and attention to the way top-level sections are structured on a web page. The type of server being used, the public status of a domain name, and website analytics (such as bounce rate) are also key factors that determine the effectiveness of on-page optimization. As important as it is, on-page optimization only contributes 30% of a full and robust SEO plan. The other 70% of the SEO process is accomplished by Off-Page Optimization.
Off-Page Factors
Off-Page Optimization refers to factors that cannot be altered by the site owner or Webmaster. Such factors include the type and number of links that point back to the website. If the site has a robust number of quality inbound links, it is considered a vote of confidence by search engines. On the other hand, it is possible for a website to have a large number of incoming links that add absolutely no value to a site. The first order of business is quality over quantity.
Social media is another off-page strategy that can improve search engine rankings. Social media is one of the most popular strategies being used today. However, there are so many social media sites online that an individual can become overwhelmed. Building a following through strong viral campaigns can lead to online success via a large increase of traffic and a potentially high number of inbound links.
Search Engine Optimization, while being rewarding, is a difficult technique to execute of all SEM disciplines. SEO can be time consuming, and the results may not be realized for several months. However, once a site is well optimized and is positioned well in organic search engine traffic, it will have all been worthwhile.
About the Author:
Alex Plana is an experienced Search Marketing Professional in SEO and PPC. He currently runs and operates Plan A SEM, a PPC Management and SEO Consulting site.
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