Search Engine Optimization --- An Overview
Search engine optimization is one of most popular online marketing tool for any website. With most websites looking forward to increasing the online sales of their products/services, search engine optimization can be a very cost-effective tool to target and procure your customers online. In this paper, we will discuss about search engine optimization, its benefits and how you can optimize your website for top search engine rankings.
What is search engine optimization?
Search engine optimization (also known by various other names like search engine ranking, search engine promotion, website promotion, SEO etc.) is a method through which a website is given top rankings in various search engines. According to a recent industry study, 1 in every 20 people go to the second page of search results pages, but only 1 in every 100 people go beyond that. So, by top search engine rankings, we mean that your website should be within the first two pages of the search results, preferably in the first page (i.e. within top 10 rankings).
2. What are the prime benefits of search engine optimization?
§ Top search engine rankings result in more pre-qualified business leads coming to your website which in turn can convert to greater sales for your organization.
§ Search engine promotion is one of the cheapest methods of advertizing for your organization. Compared to advertizements in the newspapers/magazines or in the television, search engine promotion costs many times less and can bring more traffic to your websites, thereby providing greater ROI.
§ Search engine optimization enhances online brand identity of your organization.
3. What are the key factors for your website to have top search engine rankings?
Search engines change their algorithms frequently, thereby forcing the search engine optimization companies to re-strategize their search engine optimization techniques. However, the following attributes are basic and play a major role in procuring top search engine rankings.
a. Keyword Research - Keywords play the most vital role in your search engine optimization campaign. Keywords (can be 1, 2, 3 or more words) are the search terms which a surfer types in the search box of a search engine to reach your website. Let us consider that you are an "India-based Outsourcing consultant" interested in optimizing your website for top search engine rankings. The following are some of the keywords which surfers will type to reach your website -
bpo outsourcing services
business outsourcing services
business process outsourcing
offshore outsourcing services
outsourcing services company
Keyword research tips -
b. Title of the webpage - ?? - Title has a deep impact on your website's search engine rankings. Experience shows that most companies use the following as title of their index page which can prevent them from getting top search engine rankings.
Welcome to the website of XYZ.com
For example, let's continue with the above example of "India-based Outsourcing consultant".
An ideally optimized title should contain the top 3-5 keywords of your business, e.g. outsourcing consultants, outsourcing india, outsource india
Optimized Title - Outsourcing Consultants, Outsourcing India, Outsource India
c. Description Meta tag of the webpage - Description of a webpage also plays important role in getting top search engine rankings.
Optimized Description - Develop a suitable description based on your top 3 keywords
d. Keywords Meta Tag of the webpage - This meta tag was of great importance at one time. But rampant manipulations (i.e. multiple, often non-relevant keyword stuffing in the "keywords" tag), leading to abuse has resulted in search engines giving lesser importance to "keywords" tag while ranking sites. Nevertheless, you can always place top 3 - 5 keywords of your site in the "keywords" tag.
Optimized Keywords -
e. Importance of Content/Keyword-enriched optimized pages for top search engine rankings -
Well, if there is one aspect which holds supreme importance in search engine, specially in Google ranking, then it is this. Yes, content! The popular industry say - "Content is King" was perhaps devised by watching Google's love for content. Develop content based on the top keywords related to your business. While developing content for your web pages, keep in mind the keyword density (KD).
Mathematically speaking, Keyword Density is the ratio of the total number of time a keyword is repeated divided by the total content words. Since KD is normally represented in percentage, the above figure is to be multiplied by 100
For example, if you have developed a web page of around 250 words on the keyword "search engine optimization", and that particular keyword (search engine optimization) is repeated 10 times, then
Keyword Density (KD) = 10/250 * 100 = 4%
As a thumb rule, Keyword Density of an optimized page for top search engine rankings should vary between 2 - 7 % (this figure varies among different search engines)
4. Submission of Keyword-enriched optimized pages - After you have finished content development for the optimized pages based on the keywords targeted for top search engine rankings, submit those pages to various search engines.
5. Role of Link Popularity in top search engine rankings -
Link popularity has assumed tremendous importance for getting good ranks in Google now a days. In fact, what started as a friendly reciprocal link exchange program among various webmasters has now become a sub-industry within the SEO industry itself, with thousands of link farms popping up every day! Yes, if you are interested in getting top ranks in search engines, especially Google, then you must pay effort in building up links for your site.
Create a html page, preferably named as "Resources/Links/Partners" and place a link of this page from Index Page of your site. This page should never be more than 1 click away from the index page of your site, else webmasters won't be interested in participating in the reciprocal link exchange program.
Target both "industry-related" and "non-industry-related" websites as your link exchange partners. For example, if you are providing outsourcing services, then try getting links from "industry-related websites (i.e. websites dealing with outsourcing services, maybe your business rivals!). This is important, because if 10 of your rival sites give links to your site, then Google will surely pay importance to your site, because getting links from rival companies are difficult. Your site MUST be of some high caliber, else the other 10 sites won't have linked! Also, try procuring links from top ranked general informative websites as well.
Always exchange links with websites which have high Google PageRank (PR) of at least 4, the more the better! (both Index Page as well as Resources/Links Page of the Link Partner's site should have PRs of >=4) [PageRank is a proprietary tool that Google uses to determine the importance of a page and varies in a scale of 0 (least important) to 10 (maximum importance)].
Have a link code ready for participating in link exchange program. Here is a sample link code for an India-based Outsourcing consultant.
- Indian outsourcing consultant providing guidance to companies willing to set up outsourcing centers in India.
Always prefer a text link (as given above) in comparison to a banner link, where your chance of Google and other search engine spiders finding the potential keywords is limited only to the "alt tag" of the banner. Also, Google pays importance to the text of the incoming link/anchor text (i.e. the incoming link text must contain high potential, relevant keywords), so develop a link text with title ("indian outsourcing consultant") which will help you in Google Ranking.
Key SEO Factors
With Google's numero uno position in the search engine market being threatened by arch-rivals Yahoo! [bought Overture, the largest PPC search engine recently, who in turn bought Altavista and Alltheweb] and Microsoft's MSN [believed to be developing its own search engine], it is no doubt that the search engine industry is going to experience tremendous changes in the next few months. The recent Google "Florida" Update is just one of the many upheavals that we may be witnessing in an industry where the only constant factor is the "change". However, the various techniques outlined in this paper are basic and are we believe that following them you will be able to achieve top 10 ranks in Google and other search engines.
About The Author
Prabuddha S Raychaudhuri is the Founder & CEO of Search Engine Optimization Guru Pvt. Ltd. (http://www.searchengine-optimization-guru.com), a premiere Search Engine Optimization and Marketing (SEO/SEM) consultancy firm, catering to clients which range from Fortune 500 to small home business start-ups. Our services include Top 10 Google and other search engines rankings, Pay Per Click (PPC) targeted traffic campaign, Paid Listing Management, Keyword Advertizing. Prabuddha holds a Bachelor Of Engineering (B.E.) in Construction Engineering and can be contacted at firstname.lastname@example.org.
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Google has many ways to help you find want you want easily. Here are 11 Power Search Tips to make your Google Experience easier and more fun.
Why You Need a SEO Maintenance Plan
A search engine optimization maintenance service plan will ensure that your site will continue to increase in its rankings, attract more visitors and make more sales. It's not enough to simply design your web site, have it optimized for the search engines and expect it to continually rank well.
Keyword Optimization - How To Achieve It
The most important thing you can do for your business and your website is develop relevant keywords that are not too competitive yet generate targeted traffic to your website.It's called keyword optimization.
How I Suddenly Stumbled Onto No.1 In Google and Yahoo Without Search Engine Optimization - So What?
Sometimes, the search engines act really strange. And this story will prove how I've got top positions (80% on no.
Increase Your Link Popularity for Free
Among the many things you need to worry about for high search engine rankings,link popularity is among the most important. Link popularity refers the how many other websites on the internet link back to your website.
Search Engine Optimization --- An Overview
Search engine optimization is one of most popular online marketing tool for any website. With most websites looking forward to increasing the online sales of their products/services, search engine optimization can be a very cost-effective tool to target and procure your customers online.
Search Engine Optimization (SEO) - Fix Your OffPage!
Search Engine Optimization (SEO) is something you should be aware of before creating a site. Make sure you've done careful researches on the best keywords to use.
The SEO Game - Do You Play It?
Most people do not think of SEO as a game. Let me take 5 minutes of your time and explain how SEO is simply a game of Chess.
SEO: The Good, The Bad And The Ugly
I seem to have created quite a stir, on a particular SEO forum recently. In fact, rumor has it, at one point, my article, "Google's Trap, DMOZ's Nap, And Yahoo!'s Crap" was the hottest topic discussed on this particular forum.
What is Search Engine Optimization?
It is no secret that search engines are the number one traffic generating method for driving visitors to the different web sites. Search engines are very useful in helping people find the relevant information they seek on the Internet.
Easy Steps to Get Onto Google Top Search Pages
To get on Google's top pages can be accomplished by following a few simple steps. The following procedure works well for companies working within a local region i.
A Three Day Marketing Plan for Better Google Rankings
If you're reading this article, you've probably discovered that simply building a website is not enough to ensure success with your small business. Competition on the web is fierce.
The Hottest Tip On Getting A Web Site Listed Quickly by Yahoo, Inktomi, MSN, FAST and AltaVista
Every webmaster knows that the free search engines are a major source of traffic.They also know that applying all the SEO techniques in the world will not in itself get their web pages spidered, indexed and listed.
Soliciting Search Engines
As your guide operator through the web, search engines are invaluable when used effectively.You don't have to be able to create a search engine to use it, and their interface is designed with that in mind.
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