Search Engine Optimization or also referred as SEO is the method in which a website is optimized to gain organic positioning in a search engines result pages. If the site ranks well, a web owner can reap the benefits that of the free traffic that search engines provide.
Search engines like Google, Yahoo, and MSN utilize automated programs called search engine spiders or robots to access a website's pages. The robots scan 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.
Functions performed by search engines:
- Web Spidering - Index Web Pages - Process Information - Calculate Relevancy - Retrieve Information
An algorithm is a set of rules"used to factor the relevancy of requested search queries. Algorithms are kept secret from the public to avoid manipulation of search engine listings. There are over 200 factors that currently contribute to the search relevancy calculation. Even though there are slight differences in ranking rules for the major search engines, for the most part, all major search engines follow similar guidelines when it comes to determining search relevancy.
On Page Optimization
These are factors that can be altered on a site by a web owner is considered on-page optimization. These factors include the density of key terms used on a page, key terms used in the Title, Meta, and Alt tags, the type of support pages and links being used throughout the website. Search engine's algorithm will also consider 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 success 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
Factors that can not be controlled by a website owner or webmaster is considered off-page optimization. These factors include the type of links pointing back to a site. To search engines, this is considered a vote and the site providing the link is basically vouching for the site they are linking to. The type of links coming into a site will have different weighing factors. It's not uncommon to have most of the inbound links providing absolutely no link value to a website. So, when acquiring links, it's important that a site receives quality links as opposed to quantity of links.
Social media plays an important role in off-page optimization. Utilizing social media is a very popular method of creating attention and building up a following. Attention getting viral campaigns can create a large increase of traffic and potential inbound links.
SEO, while being rewarding, is a difficult strategy 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 ranking 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 robots scan 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.
Functions performed by search engines:
- Web Spidering - Index Web Pages - Process Information - Calculate Relevancy - Retrieve Information
An algorithm is a set of rules"used to factor the relevancy of requested search queries. Algorithms are kept secret from the public to avoid manipulation of search engine listings. There are over 200 factors that currently contribute to the search relevancy calculation. Even though there are slight differences in ranking rules for the major search engines, for the most part, all major search engines follow similar guidelines when it comes to determining search relevancy.
On Page Optimization
These are factors that can be altered on a site by a web owner is considered on-page optimization. These factors include the density of key terms used on a page, key terms used in the Title, Meta, and Alt tags, the type of support pages and links being used throughout the website. Search engine's algorithm will also consider 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 success 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
Factors that can not be controlled by a website owner or webmaster is considered off-page optimization. These factors include the type of links pointing back to a site. To search engines, this is considered a vote and the site providing the link is basically vouching for the site they are linking to. The type of links coming into a site will have different weighing factors. It's not uncommon to have most of the inbound links providing absolutely no link value to a website. So, when acquiring links, it's important that a site receives quality links as opposed to quantity of links.
Social media plays an important role in off-page optimization. Utilizing social media is a very popular method of creating attention and building up a following. Attention getting viral campaigns can create a large increase of traffic and potential inbound links.
SEO, while being rewarding, is a difficult strategy 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 ranking well in organic search engine traffic, it will have all been worthwhile.
About the Author:
Alex Plana is an experienced Online Marketing Expert in SEO and PPC. He currently runs and operates PlanASEM.com, a PPC Management and SEO Consulting site.
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