How many times has this question been asked? A gazillion, I’m sure.
SEO is plainly the act of modifying a website to more closely meet the favorable terms of search engine algorithms.
That is true of one part of the SEO puzzle, the other large part of the puzzle lies within having other sites link to you… and preferably with anchor text that is one of your important keywords or phrases.
First up should be getting the site itself squared away and optimized. This means utilizing all the proper coding, and code attributes as is laid out by the W3C (w3c.org). Code attributes are important and are great places to utilize a good keyword. The use of keywords should extend beyond placing them within the content of the page into the filenames and attribute descriptions. As a for instance, it should be better to call you logo “Red Widgets Logo” than it would be to call it “Logo”… assuming red widgets is a good keyword for you.
Filenames, and I can’t seem to stress this one enough, should contain the main keyword for the particular page. How many times have we seen pages that should be called something nice like “red-widgets.php” when it is called salespage.html or some such other non-descriptive name.
The bottom line is to get your site to be met favorably by the search engine spider when it arrives and spiders your website. The spiders rank a site via their algorithm, which is simply a formula that looks for certain things and then scores your site accordingly. With our sample site selling widgets, the spider is going to record how many times the word widgets appears within all the content. It is also going to see how many times it appears in other places such as H1 and H2 headers, alt= attributes, title= attributes, meta tags, title tags and the like. Ideally you’ll have it the exact number of times, and locations, to meet favorably with the algorithm. Moving on, it will look for other things such as page size and a myriad of other factors that the engines have determined to be worthy of a good web page.
Why is all this important to you, and why do you need to optimize? I can answer that in three words. To make money! If you are reading this article it is more than likely that you have a business website and want to make money with it. Otherwise you probably would not care if you show up in the searches at all.
You want to get your site listed for the keywords that will drive traffic to your site, and in turn, produce sales. It’s all about getting your site optimized so that you will show up in the SERPs (search engine results pages). As a business owner you probably know what keywords are most suitable to your site. You may not realize what people are actually searching for though. It pays to do keyword research, and it pays to either learn how to do it well, or pay someone else to do it for you. A good SEO person will utilize some software to return results from the engines that show exactly what terms people are searching for. You need to see these results to know which of the keyword phrases will match your site. You need to see how qualified a person is when they arrive at your site. I frequently use the example of a search term of “sneakers” in relation to “red Nike high top sneakers”. Obviously the person searching for the latter is probably closer to pulling out his credit card than the person simply searching for sneakers. These terms are called “long tail key phrases” and are extremely important to know. Plus, often times dropping this term into any web page only once will get you a top listing. These long tail terms often have extremely low competition levels.
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