Search engine optimization involves optimizing a Web site so that it will appear at the top of the results page when certain keywords are typed into an engine query field. There are different SEO strategies from which a website owner can select and utilizing them properly requires a basic knowledge of the concepts behind them. Site owners should consider this information when developing an optimization strategy or retaining an outside service for this purpose.
There are two types of listings on most engines and they are organic results and paid ads. Organic listings run down the middle of the page and these include companies that have engaged in website SEO techniques so their sites will appear as high as possible on the results list. Engines use robots, crawlers, or spiders to seek sites, search them, and rank pages based on their relevance to specific keywords. Where the site rates within the engine is based on things like the popularity of the link, keyword density and frequency within page content, themes on the site, and HTML coding.
SEO strategies take into account the way that engines work and develop a plan to incorporate as many criteria as possible to properly position the site. Engines such as Google find sites by following links, so the more sites that link to a certain page, the more important the page will appear to the engines. A marketing SEO plan should include submitting links to online directories, participation in link building, and exchanging links with industry-related sites and business partners.
SEO strategies should also consider page content because this is what the engine spiders use to determine the topic of the site. This topic plays a key role in determining how highly ranked the site will be in relation to specific keywords entered into the engines by users. Website SEO plans should include keyword research to identify the words that translate to the highest placement on the engine results list.
Paid listings should also be taken into account when companies develop SEO strategies for doing business online. Websites bid on keyword phrases and pay the engine a nominal fee every time their advertisements are clicked. The more a site bids per phrase, the higher the advertisement will appear on the results page. This paid listing technique is the ideal way to quickly drive Web traffic to a site and can be done even on a small budget.
The development of SEO strategies requires that site owners understand the way engines function. This will allow them to develop methods to target and maximize this functionality to their advantage. The end result will be a higher placement on the engine results list that should generate more traffic to the site and increase sales.
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Article Added on Thursday, July 29, 2010