Introduction to Search Engine Optimization (SEO) and On-Site Optimization

Search Engine Optimization (SEO) is the process of improving the position of a webpage for a search engine and giving it a strong web presence.  Its scope includes, but is not limited to, Search Engine Marketing (SEM) and internet marketing to assist the website’s monetization process.

SEO starts with keyword research and analysis.  It is important to choose the right keywords to increase the traffic to a website.  Keyword research would include a search of keywords that a target audience looks for when it is searching for a particular product or service.  This can be done with the help of Google’s search tool and the right phrases or keywords.

Next, SEO includes the competitor analysis.  By entering the keywords, you can easily determine the competition level and global and local monthly searches for the keywords.

Registering a domain name is also considered an important part of the SEO process.  It’s recommended to have the targeted keywords in the domain name for better rankings. Domain period also becomes an important factor of the SEO; the longevity of the site helps to boost the site score on search engines.

On-site optimization considers the issues of selecting a technology or platform on which the website should be built.  Many platforms are not SEO friendly and should be avoided as they will affect the website presence.  The website also needs to be attractive and easy to navigate.  Easy navigation should assist not only visitors, but also assist Google Spider to crawl the website keywords.  For example, search engine optimizers always insist on having the site map on the header of the website.

Website programming is done considering the SEO of the website.  Different HTML codes are written for SEO:  title tag includes the keywords to be displayed in the title bar; meta tags includes the keywords to be targeted which are not visible to the visitors but are read by the search engine spiders; and alt tags are used for the images as web spiders do not visualize the images or graphics.  A robot file is coded to enable the web spider to easily crawl the pages on the website.  SEO also includes linking which can be done through anchor links.

On-site optimization also includes content selection while building a website.  Content needs to have targeted keywords for improving site traffic and a specialization as the content should be relevant along with being high quality. The content of the website also needs to be original as search engines ignore a site if two pages have similar or duplicate content.  Outdated content does not assist SEO.  Finally, another way to further improve the SEO is to add more keywords every time new content is added to the site.

Search Engine Optimization is only complicated for those just starting out.  Once you know what you are looking for the techniques and applications come much easier.  SEO is of huge importance when trying to attract traffic to your site and, when done well, can be responsible for putting a lot of money in your pockets.