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Author Archives: John Bright
What Is Search Engine Optimisation?
What is SEO?
Search engine optimisation is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Typically, the higher a site’s “page rank” (i.e, the earlier it comes in the search results list), the more visitors it will receive from the search engine. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.
Using Keywords to Achieve Search Engine Optimization
What are Keywords?
A keyword is a word that forms all or part of a search engine query-the word or phrase that Internet users type in a search box when they are seeking information in a search engine.
Keyword phrases must be carefully selected and placed strategically throughout your web pages to draw users to your content.
General Best Practices
Search engines prefer pages with at least 250 characters.
Use the keywords a user will use to find your website or web pages, not the keywords you want your content to be found on. Use words on your page that resonate with your target audience and are descriptive of your site. For example, consider using the search term “car sales” rather than “vehicle auctions.” Get inside the mind of the user.
Map keywords and phrases to their implicit intent . How are the keywords related to how the visitor is trying to solve their problem? How do the keywords and phrases relate to what stage visitors are in their seeking process? What would the visitor consider a success based upon the keyword? Use these keywords to plan internal hyperlinks that provide the most relevant and persuasive content.
On your home page, select phrases that describe the general theme of the site, but don’t try to cover everything on your home page.
For your site’s internal pages, identify the most important subject of that page and pick words that are specific to that subject.
Hint: Looking for a key phrase you want to target? Search for it in Google, MSN, and Yahoo! and see what results come up. If the results aren’t relevant to your product or service, it’s not a key phrase you want to target-no matter how many hits it gets!
Evaluate Your Keywords
Keywords may have multiple meanings. “Accessibility” might mean “handicapped access” or “website monitoring.” “Chips” may refer to the snack food or a computer part.
Pay attention to keywords used alone or combined with another word. For example, “passport” by itself is likely a search for information; “passport” searched with a location is likely a search for services. Keep this in mind when choosing keywords for a page.