Knowledge Share |
Search Engine Optimization (SEO):
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines.
SEO is a step by step process which includes:
i. Site Analysis: First of all an overall analysis would be done on the site, to assess what is needed to best optimize it for the search engines. Based on this analysis the proposal is adjusted to include the necessary work to be done. This may include:
- design
- layout
- navigation
- colors
- background
- fonts
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- images
- broken links
- meta tags
- web copy
- html validation
- browser
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- resolution compatibility
- loading times
- search engine rankings
- site statistics
- and creating error pages
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All of the factors listed above have some influence in attracting search engine spiders and visitors to the site.
While design the site, all these factors need to be taken into consideration (which makes it much easier). An established site that’s already indexed by the search engines will need to be thoroughly analyzed for errors before optimization can begin.
ii. Keyword Research:
One of the basic steps in search engine optimization is keyword research. Here competitive keywords relating to the site and unique to the domain are found. Keyword research is done to maximize the impact of search engine optimization. When the site ranks well, more relevant customers come to the site leading to an increase in conversions and hence income for the site. The accurate identification and careful selection of these important keywords and key phrases can literally make or break any web site or online business.
iii. Competitive Analysis:
This is for better search engine ranking performance. This includes study the sites of all the competitors of any site who have high search engine rankings and finding out the keywords for which they are ranked. It also covers analyzing the current meta-tags and recreating them based on the keywords researched.
iv. SEO Copywriting:
SEO copywriting is rewriting the text on site in such a way that it becomes search engine friendly while remaining appealing to the surfer. Keywords relevant to the site should be optimized so that the site ranks high when search engines crawls any site.
v. Creation of Meta Information (title, description, keywords):
Meta information is used to provide additional information about HTML documents so that the search engine crawlers are able to index the information more accurately. There would be 3 important types of Meta tags as far as search engine optimization is concerned:
- Title tag: The Title tag is not a Meta tag. However title tags play a vital role in the site’s rankings. It is these words or phrases that appear in the title of your page in the hyperlink listings on the search engine results.
- Meta description tag: This will give a short and concise summary of the content of their web page. The description appears in the SEs just below the title tag. The meta description tag should be brief and should include top keywords. The words used must inspire the visitor to check your site out further. Each page must be customized so all your web pages should not have the same meta tag descriptions.
- Meta keywords tag:
Although not as relevant as the other tags mentioned above, the Meta keywords tag is still recognized by some SEs.
vi. Site Map Creation
The creation of a site map page enables SE spiders better crawling of your site. It also helps visitors to quickly scan your whole site for relevant information. A link and a short description of that link is created for each page of your site. The site map page is then added to your main navigation menu.
vii. Link Popularity Building: Link Popularity refers to the number of links pointing to the site, from other sites on the web. There are other terms used for Link Popularity, such as Link building, In Bound Links, Back Links, etc The Search Engines consider your site important and rank it higher if other sites link to your site. There are two types of links you can establish on the web. One type is to trade links (Link Exchange), where you give a link from the links Page on your site to the partner sites. The second method is to establish only “incoming links” also called ‘one-way links’ or ‘non-reciprocal links’. With non-reciprocal links, you do not need to link back to them.
There are several ways of developing Inbound links. Some of the techniques in one way link building are:
- Submitting to Free Directories
- Writing articles and submitting to various sites for publishing to increase the link popularity of your site.
- Press releases
- Sending requests to established sites explaining about the site quality and asking for links. In the link exchange process, you trade links with prospective partner sites by offering a link to their site from your own site. I provide reciprocal link building services to increase the link popularity of your site.
viii. Web Site Load time and HTML Validation
Some sites won’t perform well if they are slow loading. Search Engines don’t like sites which take a lot of time to load. They sometimes ignore these sites and place them lower than fast loading sites in their index. Reasons for slow load times include html errors and bad image optimization. Sometimes sites are coded badly which can be a big block for visiting search engine crawlers. We will check IE site’s load times and make the necessary changes to the html where necessary.
ix. Search Engine and Directory Submissions
Site is submitted by hand to all the major search engines, directories and some specialized directories. Not all SEs and Directories have the same rules for submission. |
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