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SEO- A Technique For Search On Web Posted By : Rakesh Raushan
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SEO - Do it the right way
There is a lot of information about search engine optimization (seo) going around online and not everything what people tell you is true. There are e-book authors out there who tell their readers not to include any meta tags in their websites. They say that search engines don’t read the meta tags these days. Do not believe these things read this article to get a real picture about seo.

The right keywords

Before you can start with search engine optimization, you need to know for what keyword you are going to optimize your website. Finding the right keywords is the first step to take and also the most important one. If you choose the wrong keywords, then you will have a hard time getting into the top 10 search results. You need to find keywords with very low competition so that you can reach a top 10 position even with little back-links.

When you are searching for the right keywords make sure they have less than 100.000 competing websites on google. You can get this number by doing a simple search on google. With the results they also show the number of results. The lower the number, the better for you to get a top 10 ranking. The figure you need to care about is the number of monthly searches for your keywords. Make sure you use keywords that people are actually searching for. You can use several tools to get the number of monthly searches, for example the overture tool or the wordtracker tool.

Onpage Optimization

Nobody knows the algorithm of the google search engine, so nobody can tell you for sure how exactly your website has to look like. Only through a lot of testing and tracking you can get a hint on what you need to change on your website to get a better ranking. There are still some basic things that you want to look at:

- The Website Title (in the header section of your html source code) should have your keyword included. It should not be longer than 10 words.
- The Meta Description is used to display the search results, even at google. That’s why a good meta description is very important!
- The Meta Keywords are not that important but you should make sure that your keywords are included. Don’t include keywords that can not be found in your body text and do not practice any keyword stuffing methods.
- The Body Text. Google doesn’t look much at your keyword density but they look if your keyword is included. That means use your keywords throughout the text where it makes sense but don’t worry about having a 1% or 3% keyword density.
- The H1,H2,H3 tags. Search engines love structured documents, so they also love the headline tags. Use your keywords in the h1,h2 and h3 tags but don’t do any keyword stuffing.
- Image alt tags are very important if you do not have much text on your website but can also help to increase your ranking if you have much text. Use keywords in the alt tags but again do not use them too often.

These are the most important on-page factors to look at. Of course you need to have a valid html code and a good link-structure but the above points are major important and can boost your ranking when done right. Always remember that you can only get a top 10 ranking by also doing off-page optimization.

Off-Page Optimization

A lot can be done wrong when doing offpage optimization. Google had a major update on his algorithm at the beginning of 2007. Did you remember the google bombs that used to make pages rank for not relevant search terms? Doesn’t work anymore since that update! They have also updated their spam detector, a lot of peoples websites dropped in the search results because they used paid advertisements at certain traffic portals and other grey-hat methods. The way to go nowadays is called “natural link building”. This means you create links over a very long time period using different methods. If you submit to directories, then submit to 10 directories every day over a period of 100 days. This way it seems as if your links were build naturally by other people.

There are many ways you can get back-links to your website in a natural way. You can:

- provide good content and people will link to you without any effort on your part. This is the most natural and most effective way of link building!
- write articles and distribute them to many different article directories. Your articles get picked up by other people who publish your article at their website with a back-link to your website. This way of building back-links is still very natural and can’t be detected by search engines. In the worst case they would not count the links in the article directories or only count them once because of duplicate content.
- do 3-way link exchanges. This means you have 2 different websites on 2 different servers with 2 different ip’s. You exchange links with other websites by placing their link on your first website and then place the link of your second website on their website. This way you get 1-way links to your second website.

Avoid things like guest-book spamming, ffa sites, link-farms and websites with more than 100 links on the page where your link will be. Finally work on building links every day over a period of at least 100 days. This way you ensure a continues growth of your link-popularity.

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5 Tips to Improve Your Google Rankings
Google is hands down the top search engine with an estimated 50% of the search traffic. Thus the SEO (search engine optimization) actions that you do should be geared firstly to Google. This is a key point in developing an Internet marketing strategy. You must entice the search engine to find you using these tips. If the search engine can’t find you or you don’t rank in the top few listings, you are losing most of your potential customers. A beautiful site that is not search engine friendly is a waste of your money. Organic listings — prime real estate “Savvy marketers know the best links are organic. Known as natural or algorithmic listings, these links are the non-sponsored, free listings that appear in the major search engines upon keyword queries. Organic listings are derived from databases built by search engine spiders and ranked by proprietary search algorithms generally based on relevant content, proper HTML coding and quality inbound links.” “Research shows that search engine users prefer organic links to sponsored links in the search engine results pages (SERPs). *comScore and others have reported that 70 to 80 percent of users click organic rather than sponsored listings (pay-per-click). *Jupiter research found that six out of seven sales resulting from search engines originated in the organic search listings. “Based on the clickability of organic listings, it’s safe to assume that well-optimized websites will achieve their business goals. Industry research has documented this in both case studies and research studies”. - iMedia Connection Keep in mind these facts: *88% of economically active Americans go online everyday. *A recent study showed that 85% of users research products and services on the Internet before they purchase. *77% get their news online through Google or Yahoo news. *80% of all business on the Internet goes to the first three on the first page of a search result. The design, content and programming of your site all influence your search rankings. *Over 90% of B2B buyers use search engines during the buying process. While the Google algorithm is of course top secret there are know actions that get results: 1. Have an Internet marketing strategy. You need a plan of action that is based on solid key word research and what your competition is doing. Getting onto page one for your relevant key words is like getting onto the bestseller list for an author. You are competing against the other guys who are using an array of tools to get listed on the first page of search results. Your strategy should be based on “long tail” terms. *Although you should use the keywords that get high search numbers, as with any other online marketing or public relations activity, most of the ROI in your web traffic comes from what is called “the long tail.” *You will get more traffic and more conversion across a variety of more specific niche phrases with a lower number of searches. Combined, these searches bring more traffic and more ROI. *With correct optimization, there are several terms which you take advantage of that have high searches, but relatively low competition. 2. Google in particular gives high marks for in bound links to your site. That means other web sites linking back to your site. A great tool to achieve this is an optimized press releases. They get: *Your message out across the web where your future customers are reading their news. *By including links into your press release, the press release when picked up by the news engines such as Yahoo News, Google New and thousands of other sites will link back to your site. That creates back links which are huge for Google. 3. Programming. There are several technical issues that need to be done correctly including titles with correct page optimization. *For an architect, the search engines will not rank well a page with a title “Welcome to Our Site” but will rank the same page with the title “Building Design Services”. *Also your Meta tags need to be correct and consistent with your strategy. Meta tags are information placed in a web page not intended for users to see but provide information to search engine browser software. 4. Add RSS feeds. RSS is really simple syndication–it is a very effective tool to get your content syndicated across the web. Every Internet marketing strategy should include RSS. Think like a publisher and you will have the right viewpoint. You want to be continually adding content under RSS feeds. Search engines search for words so you need lots of optimized content (embedded with long tail key words) to ‘feed’ the search engine. Search engines like big sites with lots of new content. Add press releases, newsletters, product updates, articles, etc to your site and of course make sure that they are optimized against your strategy under a RSS feed. See www.press-feed.com for more info on an inexpensive service. 5. A picture may be worth a thousand words, but search engines can’t read a picture. You can, of course, have lots of pictures and a great design on your site but you also need text as search engines only read text. If you have a Flash intro your site it will be basically invisible to the search engines without text. It is a two step dance: Secondly, your site must interest the prospect to come into the site and convert i.e. do what you want them to do. E.g. sell a product, sign up for a newsletter, request more info, etc. Your website is a vital tool in your marketing and PR campaign–your online face to the world. But even the most perfect website is no use at all if it is never found and seen by the right audience. Your brand awareness and value increases with top search page result placement. The bottom line is that your customers can’t buy what they can’t find. Make it easy for them by optimizing your web site and using these Internet marketing strategy tips.

Sally Falkow is President of Expansion Plus, Inc., and author of Website Marketing Strategy Ebook. She is an authority on Internet Marketing and search engine optimization strategies. For more information, visit www.expansionplus.com.

FAQ about Search Engine Optimization (SEO)
What is SEO anyway?
Search Engine Optimization (SEO for short) is a highly involved, somewhat lengthy, process designed to elevate an internet website s major search engine ranking and/or positioning. The major search engines (Google, Microsoft Network (MSN), and Yahoo) make up greater than 70% of search traffic on the internet. This is a common way for people to find others, information, companies, potential business partners, etc. by entering a keyword or search term. Typically, the searcher will seek information on their keyword or search term and click on the top results. Thus the higher a site ranks for a given keyword or search term, the better its chances of attracting more visitors to its site.

Why Should I Care about SEO?
If you run a business and have a web presence, don t you want the most people possible knowing about that business? Wouldn t it benefit you if your website was able to bring you new leads or develop new customers every day, 24 hours per day? Research has shown that nearly 95% of all search engine users rarely read past the first page of search results. Because of that, it behooves you to have your website on the first page of search results for specific keywords and terms.

Can t I just Pay for a High Ranking?
No! Organic (or free ) search listing rankings cannot be purchased. These are earned over time via links, content, keyword relevance, page and site descriptions, titles of pages, etc. You can pay for clicks to your website based on specific terms or keywords however these are separate results from the free results people commonly click.

What is Pay-Per-Click?
Pay-per-click is a form of internet advertising where you pay a certain amount for each click or hit to your website as a result of a person searching for a certain keyword or phrase.

What is Click Fraud?
Click fraud occurs when a person or automated computer script imitates a legitimate search for a keyword or phrase yet clicks on the pay-per-click result for the sole purpose of generating revenue for the search engine or affiliate.

What is a Linking Partner?
A linking partner is a website which provides a link to your site. Some will require a link on your site to theirs in return (a reciprocal link) while others will want to have a link on a third party s site in exchange for the link to yours. Reciprocal links aren t as valuable as unique one way links but the more links you have pointing to your site (link popularity), the more important the search engines will consider your site.

What is Page Rank?
Page Rank is Google s proprietary algorithm for determining a site s importance. It s expressed as a value from 1-10 with 10 being the most important and most desirable. The algorithm was designed by Larry Page, Google s co-founder. Page Rank is affected by things such as the number of links pointing to your website, and the amount of unique and relevant content on your website.

What is a Keyword?
A keyword is a typical word or phrase you d expect people to use when searching for your site. That s about as simple as we can explain it.

What is Keyword Density?
The number of keywords you use on a particular page in relation to the number of total words on that page. The more keywords you have peppered throughout the page and site, the better your site may rank for that particular term. You must be careful not to load a page with too many keywords, however “that is considered keyword stuffing or spamming and is frowned upon by the search engines.

What is a Sitemap?
A sitemap is basically an inventory listing of all of the pages on your site. It tells the search engines how to get around your site and also how many pages there are on your site. It can be made visible to your visitors, but it doesn t have to be. Uploading an XML file directly to the search engines is a generally accepted best practice for optimizing your search engine rankings.

What is a Spider?
Search engines utilize small programs to surf and inventory sites all over the internet. These are called spiders, and they follow links from site to site to gather their inventory to report back to the search engine. They are also referred to as crawlers or bots from time to time.

What is a Meta Tag?
A meta tag is an HTML piece of code which provides information about that particular page or document. These don t provide formatting information or any actionable code “they are there for the search engines to catalog your site and the pages contained on your site.

What is a Blog?
A blog (short for weblog) is a news or journal type of site which is frequently used more for opinionated type of entries and is typically updated frequently. It is intended for general consumption but has become a valuable tool for all types of users to spread information and awareness of their websites.

Why Should I Write Articles for my Website?
Articles are a great way to increase the amount of unique content on your site as it pertains to the keywords you desire to rank well. There are numerous websites that publish articles, and it is common practice for the authors to include a link in their by-line back to their website. This creates an inbound link to the author s website which in turn increases its popularity. It s also a good way to increase awareness aside from the linking benefits.

What are Directories?
Directories are databases containing listings to websites based on categories and sub-categories. Many of the search engines access directories to crawl their links to learn of new sites. Directories are an invaluable resource for search engines and can often serve to improve a site s ranking depending upon how important the search engine weighs the directory in question. Directories may provide a link to your site often without requiring a return or reciprocal link on your site.

There you have a faq based overview of search engine optimization, why you should care, and some of the key terms used.

Roger Bauer is Founder and CEO of SMB Consulting, Inc., a Louisville, Kentucky based small business consulting firm specializing in strategic planning, web presence, internet marketing, SEO, technology, and business analysis. To learn more, point your browser to http://smbconsultinginc.com