‘Search Engine Optimization‘ (SEO), in itself is a self explanatory statement, it is more than just keywords. The word ‘optimize’ means to make the best or most effective use of the available resource or a situation. SEO is the process which helps in the improvement of the traffic caused to the web site from various search engines. The basic concept of SEO is to choose targeted keyword phrases related to a site, and ensuring that the site places well, when those keyword phrases are part of a Web search.
SEO also deals with making the web page attractive. The better optimized the page is, the higher a ranking it will achieve in search engine result listings. The situation often becomes critical because normally people are always in a hurry to complete a search, and so the search lasts after viewing one or two pages of the search engine for the information, so for a page to get higher traffic from a search engine, it has to be listed in those first two pages. Search engine optimization focuses on techniques such as making sure that each web page has appropriate title tags, and that the key phrases for the page are distributed throughout the content, so that it is set as per the requirement of the search engines.
Optimization involves making pages readable and especially emphasizing on the key topics related to your content. Basic optimization ensures that the site does not unnecessarily become part of the web, which is not accessible through search engines. Whereas advanced optimization may include significant research into every element of page design, site structure, and off-the-page criteria. Search engines even use spidering software which helps in search through web pages. The ranking of a particular search engine is done on the basis of the relevant material on the right place. Not all the spidering software works the same way, so the results of the ranking may differ of different search engines.
One more thing that search engine optimization does is keeping a track of the changes of operations taking place in the web site, so the optimization of the page is done accordingly. Every site requires optimization, various web designers are often chosen to create a web site, but the optimization should be done in the built of the pages. It’s always better to optimize the pages before its publishing rather than after. The key phrases are another important aspect of the SEO. As per the procedure to view any particular information, the most important step required is to know the relevant keywords for hitting the target information. We need to determine the popularity of the keywords and which phrases would support the content in a better manner.
Search engine optimization uses various methods to achieve the required targets such as ‘Getting Indexed’, which signifies use of crawlers to find pages in order to get the required search results. Such programs usually guarantee inclusion in the database, but do not guarantee any ranking regarding the search engines. The crawlers look at a number of different factors while crawling a site. Each and every page doesn’t always is indexed. The second method used is to ‘Prevent Crawling’, this helps to get the undesirable content, prevent crawling is used as a medium which can prevent crawling on any search engine as well as it can exclude any page at any time on any search engine. Next important method used is ‘Increasing Prominence’, this is for increasing the visibility of the web site, as we can add more links to a site so that it helps the user to easily view the content by typing relevant keywords. These things if considered, its adds to the popularity score.
Marketing strategy as we all know plays a very important role in the establishment of any resource or any kind of new thing brought into our society. In the same way even search engines follow these strategies. The things considered should be a survey in the market which gives an idea about the demand of the people and what exactly they want. It involves editing the content and HTML to increase its relevance to specific keywords. The next level lands at creating proper advertising techniques like usage of paid advertisements on other sites, focusing on the quality of the web pages to persuade people. The things to be considered also involve the technical issues which mainly create traffic towards the search engines. The main aim of ‘search engine optimization’ is not only to achieve the traffic towards a site but also to achieve proper goals and objectives. The search engine optimization should have integrity and should follow ethics and values to achieve the targets. Ignorance on part of the users should be clarified as soon as possible.
The search engine optimization is not only known in one country but is established and used globally. It has given the internet usage a whole new name. There was a time when there were merely five to ten search engines. But with the optimization done to the search engines, the number has increased to such a level that now every second person including children as well as adults are using search engines.
The priorities of any search engine are to publish only legitimate content. The saying ‘content is king’ if referred and applied is enough to create traffic towards search engines as well as providing higher ranking in the search engines.