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Search engine optimization

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 search, including image search, local search, and industry-specific vertical search engines.

As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indexes.

The initialism "SEO" can also refer to "search engine optimizers", a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.

Why Businesses Need a Web Site

In today's technological era, businesses have a very difficult time functioning well without a website. It used to be that people would drive to a store to get information about a product or service, but today people turn on their computers and scan the Internet. The Internet allows people to research business, check out products, compare business practices, and compare competing company/business prices. If a business does not have a website, they are missing out on a lot of exposure to potential clients. According to Miniwatts Marketing Group, 68.6% of the US population is using the internet. This is a growth of 110% from 2000 to 2005. As more people start to use the internet, to be considered as legit or valid, one must have some kind of web presence. To be competitive, one must have an effective and efficient website.

When customers are searching through the Internet, they give websites a maximum of 30 seconds viewing time, and then they make a decision about whether or not they should stay on the site, or exit out of it. For this reason, businesses need a professional looking website. Cheap websites are basically cheap websites. You can get a nice website for a fair price, but a "dirt cheap" website usually loses its customers quickly. An effective website must strike its clients interest, gain their trust, and capitalize on the opportunity.

If you are thinking about investing in a website, make sure it is professional looking and efficient. Your home page is your company's introduction to the technological world, thus you need to make an outstanding impression. This impression needs to make such a statement that potential customers feel like they might as well stay and buy from you and not go look at your competition's website. This is where an experienced web design company can help you and your business.

Factors Involved in Search Rankings

Any business that has a Web site is interested in attracting browsers. Marketing tactics inform customers about your product/services and site. The Web is a marketing tool in itself. Many use services such as pay-per-click and search engine optimization to rank higher on engines. It is advantageous for any business with a Web site to understand how search engines rank pages.

Understanding the algorithmic logistics of search engines enables a site to manipulate their pages in order to rank higher organically. The following article features insights referring to popular methods that achieve higher rankings on search engines. It is not an exact science (with the algorithms never remaining static), but tenaciously implementing the following suggestions drastically helps rankings.

Suggestions
- Place your targeted keyword in the title of your pages’ HTML headers. This helps engines know what a specific page’s content is about.
- The anchor text of your inbound links and the text surrounding it alert browsers about the content of your site. How and why others link to you is of high importance.
- The entirety of your link popularity plays a big role. How many links go to your site and the quality of those links (what kind of sites they are from) helps your overall rankings.
- Search engines factor in the age of your indexed content. Interruptions may occur if the domain switches ownership.
- Have links from other pages go to targeted pages. Essentially, the popularity of each page is supporting others.
- Facilitate the subject-specific relationship between a page’s target keywords and the pages linking to it.
- Gain as many links from others in your industry as possible. The engines evaluate your link/weight authority against that of your topical peers.
- Use your target keywords often in your content (as long as it makes sense and does not disturb the flow of the content).

Tactics NOT to practice
- Make sure your site and all pages are accessible to an engine’s crawl bots. If they cannot search your site, you cannot be ranked (or will fall in rankings dramatically).
- In addition to not having duplicate content from an outside site, do not have duplicate content.
- Do not link out to low quality sites. This will only lower your credibility to browsers and lower your rankings on the engines.
- Do not overuse your keywords. Yes, it is good to use them in the body of the content, but without force.