SEO stands for Search Engine Optimization. Search engine optimization means presenting our web pages on the top pages of the search engine, to receive the maximum organic traffic to your pages.

What is SEO ?

SEO stands for Search Engine Optimization. Search engine optimization means presenting our web pages on the top pages of the search engine, to receive the maximum organic (original) traffic to your pages. The search engine giants, Google and Yahoo, are responsible for the most searches globally. SEO relates everything to the search engines. In simple, if you want your website to appear on the first 3 pages of Google you need to optimize your website pages according to SEO. As an Internet marketing strategy, SEO considers how search engines work, what people search for, what are the queries they type in the search box, the actual keywords or terms typed and which search engines are preferred by their targeted audience. By targeted audience we mean, an audience, or a group of people related to the similar interest or region.


How Search Engines Work ?

When you enter a query in a search box of Google ( here we'll take Google as reference ) Google will find the searches "Most Relevant" to the query in its index called Google Index. Google Index is nothing but Google's database, where the crawlers or spiders store the information collected from the webpages. Web crawlers read and collect webpages and links for optimization. Now your query in the search box is matched with the most relevant 'keywords' in the information in its index. Now this "Relevancy" is what makes the Search Engine a powerful one i.e. how well it answers your questions when a search is performed. It depends on the Search Engine algorithm which is basically a bunch of factors that the search engine uses to sort the pages according to their relevancy.

The most relevant pages are categorized according to Page Ranks ( PR1, PR2, PR3 etc). The higher your pagerank, the higher your page will get displayed in the search engine results.


How to optimize websites ?

Optimizing a website involves editing its content and its html codes to increase their relevance of their keywords. It also involves removing of any barriers to the indexing activities of search engines, so that the web crawlers can easily collect any raw data available. One of the important SEO tactic is to increase the number of backlinks or inbound links of your site to other sites with higher PR. Search engine optimization techniques are used right from the beginning of the website. The html code, content of website and links are the major factors optimized.


What are keywords ?

Keywords are the terms or simply the words you use to type into the search box and present a query to Google or other search engine to search some information. The keywords entered, are related to the information in the Google index, as described earlier, and the most relevant search results are displayed. Keywords play an important role to increase the traffic in your website. Keywords can offer you targeted audience related to the niche of your website. Keywords facilitate people who need your information, product or services you provide.

To decide which keywords are best, popular and most relevant to your site, use Google Adword Tools. List your keywords and phrases to ensure that your keywords are top paying and best in relevancy. So that your page appears on PR1. A single popular keyword have a lot of competition to get top ranking in search result. The best place to put keywords are Meta Tags, Domain name, Page Titles and SEO description.

Other than keywords, minimum use of AJAX scripts and flash images should be kept in mind, since Ajax scripts act as barriers for crawlers to crawl the web pages.


Types of SEO Techniques

  • On page SEO means changes that you can do on your site, such as: HTML markups, target keywords, internal linking, site structure etc.
  • Off page SEO means changes you have less control of such as : how many backlinks your site has and how people link to your site.

Some other SEO techniques are classified as the White Hat and the Black Hat; where White Hat SEO techniques refer to the legit ways of search engine optimization and Black Hat SEO techniques involve fraudulent ways of optimization and may result in to penalties or worse getting your site banned from the search engines entirely.

SEO is not an appropriate strategy for every website though. Other Internet marketing strategies can be more effective. Sometimes investing on SEO may generate a good return. Optimization techniques are highly tuned to the dominant search engines in the target market. A successful internet marketing campaign may also depend upon building high quality web pages, setting up Analytics programs for better optimization through statistics.

Author : Yash Bhagchandani

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