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Search Engine Optimization --- An OverviewPrabuddha S Raychaudhuri Search engine optimization is one of most popular online marketing tool for any website. With most websites looking forward to increasing the online sales of their products/services, search engine optimization can be a very cost-effective tool to target and procure your customers online. In this paper, we will discuss about search engine optimization, its benefits and how you can optimize your website for top search engine rankings. What is search engine optimization Search engine optimization also known by various other names like search engine ranking, search engine promotion, website promotion, SEO etc. is a method through which a website is given top rankings in various search engines. According to a recent industry study, 1 in every 20 people go to the second page of search results pages, but only 1 in every 100 people go beyond that. So, by top search engine rankings, we mean that your website should be within the first two pages of the search results, preferably in the first page i.e. within top 10 rankings. 2. What are the prime benefits of search engine optimization � Top search engine rankings result in more pre-qualified business leads coming to your website which in turn can convert to greater sales for your organization. � Search engine promotion is one of the cheapest methods of advertizing for your organization. Compared to advertizements in the newspapers/magazines or in the television, search engine promotion costs many times less and can bring more traffic to your websites, thereby providing greater ROI. � Search engine optimization enhances online brand identity of your organization. 3. What are the key factors for your website to have top search engine rankings Search engines change their algorithms frequently, thereby forcing the search engine optimization companies to re-strategize their search engine optimization techniques. However, the following attributes are basic and play a major role in procuring top search engine rankings. a. Keyword Research � Keywords play the most vital role in your search engine optimization campaign. Keywords can be 1, 2, 3 or more words are the search terms which a surfer types in the search box of a search engine to reach your website. Let us consider that you are an �India-based Outsourcing consultant� interested in optimizing your website for top search engine rankings. The following are some of the keywords which surfers will type to reach your website - Keywords bpo bpo india bpo outsourcing services business outsourcing services business process outsourcing offshore companies offshore outsourcing offshore outsourcing services offshore services outsource india outsourcing companies outsourcing consultants outsourcing india outsourcing services outsourcing services company Keyword research tips �
b. Title of the webpage - �� - Title has a deep impact on your website�s search engine rankings. Experience shows that most companies use the following as title of their index page which can prevent them from getting top search engine rankings. Welcome to the website of XYZ.com For example, let�s continue with the above example of �India-based Outsourcing consultant�. An ideally optimized title should contain the top 3-5 keywords of your business, e.g. outsourcing consultants, outsourcing india, outsource india Optimized Title - Outsourcing Consultants, Outsourcing India, Outsource India c. Description Meta tag of the webpage � Description of a webpage also plays important role in getting top search engine rankings. Optimized Description - Develop a suitable description based on your top 3 keywords d. Keywords Meta Tag of the webpage - This meta tag was of great importance at one time. But rampant manipulations i.e. multiple, often non-relevant keyword stuffing in the �keywords� tag, leading to abuse has resulted in search engines giving lesser importance to �keywords� tag while ranking sites. Nevertheless, you can always place top 3 � 5 keywords of your site in the �keywords� tag. Optimized Keywords - e. Importance of Content/Keyword-enriched optimized pages for top search engine rankings � Well, if there is one aspect which holds supreme importance in search engine, specially in Google ranking, then it is this. Yes, content! The popular industry say � �Content is King� was perhaps devised by watching Google�s love for content. Develop content based on the top keywords related to your business. While developing content for your web pages, keep in mind the keyword density KD. Mathematically speaking, Keyword Density is the ratio of the total number of time a keyword is repeated divided by the total content words. Since KD is normally represented in percentage, the above figure is to be multiplied by 100 For example, if you have developed a web page of around 250 words on the keyword �search engine optimization�, and that particular keyword search engine optimization is repeated 10 times, then Keyword Density KD = 10/250 * 100 = 4% As a thumb rule, Keyword Density of an optimized page for top search engine rankings should vary between 2 � 7 % this figure varies among different search engines 4. Submission of Keyword-enriched optimized pages � After you have finished content development for the optimized pages based on the keywords targeted for top search engine rankings, submit those pages to various search engines.
5. Role of Link Popularity in top search engine rankings � Link popularity has assumed tremendous importance for getting good ranks in Google now a days. In fact, what started as a friendly reciprocal link exchange program among various webmasters has now become a sub-industry within the SEO industry itself, with thousands of link farms popping up every day! Yes, if you are interested in getting top ranks in search engines, especially Google, then you must pay effort in building up links for your site. Create a html page, preferably named as �Resources/Links/Partners� and place a link of this page from Index Page of your site. This page should never be more than 1 click away from the index page of your site, else webmasters won�t be interested in participating in the reciprocal link exchange program. Target both �industry-related� and �non-industry-related� websites as your link exchange partners. For example, if you are providing outsourcing services, then try getting links from �industry-related websites i.e. websites dealing with outsourcing services, maybe your business rivals!. This is important, because if 10 of your rival sites give links to your site, then Google will surely pay importance to your site, because getting links from rival companies are difficult. Your site MUST be of some high caliber, else the other 10 sites won�t have linked! Also, try procuring links from top ranked general informative websites as well. Always exchange links with websites which have high Google PageRank PR of at least 4, the more the better! both Index Page as well as Resources/Links Page of the Link Partner�s site should have PRs of >=4 [PageRank is a proprietary tool that Google uses to determine the importance of a page and varies in a scale of 0 least important to 10 maximum importance]. Have a link code ready for participating in link exchange program. Here is a sample link code for an India-based Outsourcing consultant. - Indian outsourcing consultant providing guidance to companies willing to set up outsourcing centers in India. Always prefer a text link as given above in comparison to a banner link, where your chance of Google and other search engine spiders finding the potential keywords is limited only to the �alt tag� of the banner. Also, Google pays importance to the text of the incoming link/anchor text i.e. the incoming link text must contain high potential, relevant keywords, so develop a link text with title �indian outsourcing consultant� which will help you in Google Ranking. Refrain from javascript link code because Google spider finds it difficult to index. Key SEO Factors
Conclusion - With Google�s numero uno position in the search engine market being threatened by arch-rivals Yahoo! [bought Overture, the largest PPC search engine recently, who in turn bought Altavista and Alltheweb] and Microsoft�s MSN [believed to be developing its own search engine], it is no doubt that the search engine industry is going to experience tremendous changes in the next few months. The recent Google �Florida� Update is just one of the many upheavals that we may be witnessing in an industry where the only constant factor is the �change�. However, the various techniques outlined in this paper are basic and are we believe that following them you will be able to achieve top 10 ranks in Google and other search engines.
| | | | RELATED ARTICLES Ten Steps To A Well Optimized Website - Step 2: Content Creation Welcome to part two in this search engine optimization series. In part one we covered the importance and tactics for choosing the keywords and keyword phrases that will provide the highest ROI for your optimization efforts. In part two we will discuss how to properly write content for high search engine positioning. You are Being Lied About Reciprocal Links! Exchanging links has been an important part of generating traffic since the concept of Internet marketing was first established, but at least 90% of people looking to trade links dont understand the real benefits and, therefore, fail to make the most of them. Congratulations! You�ve Gotten Visitors to your Site! Now, can they find what theyre looking for As search engine marketers, we spend an enormous amount of time trying to get targeted traffic to our site. But, once those visitors get to our site, can they find what theyre looking for If not, guess what Weve lost a customer. When to NOT hire a SEO and Why When you get an e-mail from SEO Company with content similar to this: Is An Online Business For You Do you recognize yourself in this Finding and Managing Quality Reciprocal Links: A Tutorial for The Newbie All of us want to increase traffic to our web sites. It helps our search engine rankings, and is a very cost-effective way to provide us with potential new customers. One of the best, and certainly least expensive, ways to do that is by exchanging links with sites similar to our own, or that contain content our own visitors are likely to find interesting and useful. It is important to restrict our exchanges to such sites because if we indiscriminately exchange with everybody and anybody we become what is known as a �link farm� and wind up being banned by the search engines. No one wants to be banned by the search engines, so this article will discuss how to find relevant sites with whom to exchange links, and how to keep track of them after you have exchanged the links. Even though there are software programs that will do most if not all of this for you, they have various flaws and inadequacies. If you are one of those people who prefer the personal touch, this article is for you! Ways To Develop Your Own Outrageously Profitable Product If you want to make big money on the web, you need to have your own product. A lot of people would like to have their own product, but they lack either, the expertise and/or have no idea how or where to begin. The Road to Better Results A lot has changed in the way sites are optimized for search engines since last year.For one thing, Google is not the only search engine worth looking into anymore; Yahoo has definitely managed to take away some of Google�s oomph over the past twelve months.Another important change is that the intelligence of the search engine spiders and algorithms has increased dramatically. So without further ado, I will present you with a standard search engine optimizing process. How To Get Number 1 Spot In Google, Every Time, Guaranteed Woaah!Wait a minute.Before I exclusively reveal these insider secrets can I ask you questionWell, actually, I want to ask you a series of questions. Easy And Simple Steps To Get Listed In Search Engines Search engines are one of THE best resource for free advertising. Better your web sites search engine position better be thetraffic generation. 85% of internet users go to search enginesand find the information they want. How to get non Reciprocal Links In this article we will look at how to get non reciprocal links. Ten Steps To A Well Optimized Website - Step 7: Website Submissions Welcome to part seven in this ten-part search engine positioning series. Last week we discussed the importance of human testing. In part seven we will cover the best practices of website submissions, where to submit your website to, and how to do so. Should You Hire a Famous Writer or Write Your Own Articles Proven and Exceptional Click-Through Results TEN answers that turn Your visitor in to Your Customer. You know... Before purchasing your product a person comes to your order page minimum of 7 times Nodody buys a product or service in their first visit. People search, compare, estimate, test... They look for affordable and good product that fulfil their needs. The Power of Link Popularity Getting quality links to your site from related web resources can be very difficult. It is a time consuming process and requires careful research. There are two ways to build your link popularity; 1 Make your site attractive to webmasters or 2 go out and hunt them down your self. A Novel Free-For All Idea Almost anyone who has tried submitting to free-for-all sites will say that they are no longer worth the effort as a traffic generating tool. Marketing Articles: Getting A Better Search Engine Rank For All Of Your Pages! In one of my articles, I discussed how to market your web site link twice. It detailed out how to promote not only www.yoursite.com but how you should also promote your site without the www., like this: http://yoursite.com. How Search Engines Connect Sellers and Buyers Maggie knows how to find what she wants.She lets her fingers do the walking � not in the Yellow Pages, but at Google.com.She wants to learn about bread baking, and you have just written Bread Baking Made Simple, and you sell some great baking tools.The good news is the Google and other search engines exist for one simple reason: to help Maggie find your website. Twelve Steps to Higher Search Engine Placement Getting a high ranking in the search engines can mean the difference between success and failure. Heres twelve steps to getting highest possible placements. The One Most Overlooked SEO Secret Most internet business owners know the basics when it comes to getting ranked well in search engines.Put the keyword in the title. Put the keyword in your headline, the text, etc... |
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