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SEO (Search Engine Optimization) is the act of optimizing a website for natural placement in search engine's listings. To rank well organically, a website owner can reap the benefits of free traffic search engines have to offer.
Google, Yahoo, and MSN use automated programs known as spiders and robots, which crawl website pages. This precedes the scanning of a page, which is later added to a search engines large index. Literally, billions of pages are indexed. When a search request is made, the search engine compares the string to the data stored on the billions of pages in the database. The search engine algorithm determines the relevancy of the pages in the enormous index to the search string that is requested.
Search engines do the following tasks:
- Crawling - Indexing - Processing - Relevancy - Retrieve
Search engines use a set of instructions, called an "algorithm" to factor relevancy of requested search queries. The algorithm are kept in secret by search engines from the public to avoid manipulation of their search listings. To date, there are over 200 plus factors that contribute to organic search rankings. As you've searched on major search engines, you may have noticed similar but not identical results with the different search engines. Search engines have there own algorithm with slight differences with listing rules but for the most part, all major search engines follow similar rules when it comes to determining search rankings.
On-Page Factors
These are factors that can be changed on a site by a web owner is considered on-page optimization. These factors include the density of keywords used on a page, key terms used in the Title, Meta, and Alt tags, the type of support pages and links being used throughout the website. Search engine's algorithm will also consider the strength of a keyword by it's prominence on a web page. Usually, the first 200 words on a page holds more weight than the keywords below it.
On-page optimization should also target similar words to the keyword, use of videos, blogs, and attention to the way top-level sections are structured on a web page. The type of server being used, the public status of a domain name, and website analytics (such as bounce rate) are also key factors that determine the effectiveness of on-page optimization. As important as it is, on-page optimization only contributes 30% of a full and robust SEO plan. The other 70% of the SEO process is accomplished by Off-Page Optimization.
Off-Page Optimization
There are other factors that cannot be controlled by a webmaster or site owner, and these factors are referred to as Off- Page Optimization. The type and amount of links pointing back to a site is voucher that the site being linked to is important. However, it is not uncommon to have a fair amount of inbound links that provide no link value to a website. It is important that a website attract quality links as opposed to a quantity of links.
Social media is another off-page optimization strategy that can help influence search rankings. This is one of the more popular strategies in search today. With so many social media websites online, someone can become inundated with all the opportunities. Building up followers and creating attention getting viral campaigns is quite important to success in social media. Once you can captivate your audience, expect to receive a large stream of traffic and potential inbound links.
Search Engine Optimization, while being rewarding, is a difficult technique to execute of all search engine marketing disciplines. SEO can be time consuming, and the results may not be realized for several months. However, once a site is well optimized and is ranking well in organic search engine traffic, it will have all been worthwhile.
Google, Yahoo, and MSN use automated programs known as spiders and robots, which crawl website pages. This precedes the scanning of a page, which is later added to a search engines large index. Literally, billions of pages are indexed. When a search request is made, the search engine compares the string to the data stored on the billions of pages in the database. The search engine algorithm determines the relevancy of the pages in the enormous index to the search string that is requested.
Search engines do the following tasks:
- Crawling - Indexing - Processing - Relevancy - Retrieve
Search engines use a set of instructions, called an "algorithm" to factor relevancy of requested search queries. The algorithm are kept in secret by search engines from the public to avoid manipulation of their search listings. To date, there are over 200 plus factors that contribute to organic search rankings. As you've searched on major search engines, you may have noticed similar but not identical results with the different search engines. Search engines have there own algorithm with slight differences with listing rules but for the most part, all major search engines follow similar rules when it comes to determining search rankings.
On-Page Factors
These are factors that can be changed on a site by a web owner is considered on-page optimization. These factors include the density of keywords used on a page, key terms used in the Title, Meta, and Alt tags, the type of support pages and links being used throughout the website. Search engine's algorithm will also consider the strength of a keyword by it's prominence on a web page. Usually, the first 200 words on a page holds more weight than the keywords below it.
On-page optimization should also target similar words to the keyword, use of videos, blogs, and attention to the way top-level sections are structured on a web page. The type of server being used, the public status of a domain name, and website analytics (such as bounce rate) are also key factors that determine the effectiveness of on-page optimization. As important as it is, on-page optimization only contributes 30% of a full and robust SEO plan. The other 70% of the SEO process is accomplished by Off-Page Optimization.
Off-Page Optimization
There are other factors that cannot be controlled by a webmaster or site owner, and these factors are referred to as Off- Page Optimization. The type and amount of links pointing back to a site is voucher that the site being linked to is important. However, it is not uncommon to have a fair amount of inbound links that provide no link value to a website. It is important that a website attract quality links as opposed to a quantity of links.
Social media is another off-page optimization strategy that can help influence search rankings. This is one of the more popular strategies in search today. With so many social media websites online, someone can become inundated with all the opportunities. Building up followers and creating attention getting viral campaigns is quite important to success in social media. Once you can captivate your audience, expect to receive a large stream of traffic and potential inbound links.
Search Engine Optimization, while being rewarding, is a difficult technique to execute of all search engine marketing disciplines. SEO can be time consuming, and the results may not be realized for several months. However, once a site is well optimized and is ranking well in organic search engine traffic, it will have all been worthwhile.
About the Author:
Alex Plana is an experienced Search Marketing Professional in SEO and PPC. He currently runs and operates Plan A SEM, a PPC Management and SEO Consulting site.
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