Search Engine Optimization

I think all of you know the term SEO much more than me. For the webmasters or online marketer, SEO is a part of online success. No one denies the truth that SEO will turn your business into a glory if we know how to apply its benefits correctly.
Search engine optimization is the technique of improving your website and makeup and content in order to be placed higher on a search engine. That is my definition at least. There is a difference between search engine optimization and search engine promotion. When site owners make strides to improve their results on the organic finish of a search engine, they will need to take search engine optimization factors in to account. When a webmaster looks to directly market and post ads about their business and its products, they would be looking more in to search engine promotion. This is a distinction that needs to be addressed right away so that there is no confusion.
Search engine optimization = organic listings (free links that appear on the right side of a search engine)
Search engine marketing = PPC (paid links)

Early days of SEO

Back in the mid 90s, it was simple to get listed on a search engine's organic listings. Lots of site owners would basically visit a specific search engine and submit their sites by a preset form. Then, weeks (or even days later), their sites would appear on the listings. simple huh? They are far from those days though. Gone are the days when they could enter our desired keywords in to our meta tags and voila, a first page listing. Gone are the days where competition was much less than it is today on a search engine. The reality of search engines today is that things have changed when it comes to indexing and rating. Things have also changed as far as what a search engine looks for in an online site.
Okay, now that they have that covered, let's speak about both of them on a broad scale to further your knowledge and distinction between the two facets of promoting your net site on search engine...For the most part though, they will be concentrating our efforts on SEO (search engine optimization). They will extensively cover SEM (search engine promotion) in coming weblog articles.

More present day SEO

Today, many more “off page” search engine optimization elements are needed to boost your ranking on crawler based search engines. There is a great emphasis now on one’s PR (PageRank). PageRank is basically a number assigned to all websites. The higher the number (1-10), the better your website is seen to a search engine.
The most common of ways to boost your PageRank is to get some good links that point to your website on a one way basis. You don’t want to exchange links with other websites as your main source of link establishment. This sort of practice is fine, but can get ugly when you have a bunch of links that point to you from sites that have nothing to do with your industry. In other words, if you are going to trade links, make sure that you are trading with other websites that are in your industry. In order to boost your PageRank, the links that point to you most often times have to be links from industry specific sources.

Your link on a blog entry can also have a great SEO effect for your website. If your link appears on a major blog source (one that has a high PageRank and is updated often on a search engine), you can greatly enhance your own PageRank. Remember, Google and some other crawler based search engines take great credence in a PageRank value. You should always strive to increase your PageRank number. There is great argument into whether or not the PageRank is an important element of your website’s SEO. I look at it this way…if you are increasing your PageRank via white hat SEO methods, then what is the problem? Even if PageRank is not as important as it used to be, the fact that you are taking steps to improve your website’s experience is the important thing. A link on well established blog is a great way to attempt to raise your PageRank.

To go a bit further on this, you want to concentrate on getting links from blog posts that are also in your industry. Many times you are able to work your “signature” into the end of blog entries. This can be very valuable when it comes to your PageRank and getting a quality link that points back to your website. They key to this strategy though is offer up a good point in your comments when you place them on a someone’s blog entry. This can work a couple of ways in your favor actually. When you offer up great advice/comments on a blog in your industry, you are greatly increasing your chances of targeted traffic from your link. I know in my own reading, I always read as many of the comments that people post to the blogs that I write and read. I have gained tons of valuable information directly from the posts and comments that people enter. When someone posts a comment that I find valuable, you can bet that I will visit their website to get further information. Also, you can be sure that I will bookmark their website and come back later if in fact their information is of use to me.

Present Day On Page SEO

In order to put yourself within the relevant websites in your industry, you must have your keywords in your text. This is true of almost every website out there in fact. The only real exception that I can think of would be if your business was a huge business with what I like to call a MEGA website. An example of a MEGA website would be Nike. If Nike’s website wanted to be blank with a message that says, “We have the best shoes in the world!” they would still be ranked at the top of search engines. I can be relatively sure that most of us don’t have MEGA websites! Because of this, you want to remember to keyword enrich the content of your website. If you are one of the few with a MEGA website, then do what you want!
An organized internal linking strategy must go hand in hand still with keyword enriched content. You must clearly lay the path for search engine spiders to index all of the internal pages within your website. This is important and can crush your business online if not handled correctly. You have to have a clear link structure where a spider can follow all of your pages and not get lost. I have seen many sites that have links in place to find particular pages, but no links to go back to other pages in your website or find new ones. In other words, if you are only able to follow links on websites like a spider, they must be done in a fashion that allows spiders to find all pages.  This also holds true for your visitors. Granted, your visitors are a lot smarter than a search engine bot. If they get stuck on a page, there are other ways to get to the homepage, contact pages, etc. In other words, there is more room for error when it comes to your internal linking and your customers. There is less room for error though with a search engine bot. They must be able to navigate without issue. I am assuming that search engine bots are more sophisticated and can find your website’s pages better than before. My line of thinking though is why make it difficult for a spider? Why even come close to making it difficult? It is best to not take any sort of short cut with your website and SEO. Just do the little things like this and you can only improve your website’s linking structure and navigation…both for search engine bots and for your customers!

Although many factors have been altered with regards to on page SEO elements, many have also stayed the same. One of these items that has remained the same is keyword enriched content on your website. Back in the early days of search engine optimization, webmasters had to have their keywords in the copiable text on their websites. This remains the same. Without keyword enriched content on your website, many times, your website will be less than attractive to bots. Don’t get me wrong, your information on your website will still be copied, but it makes indexing and ranking much harder to do. Remember, you want to repeat your keywords in your on page text. This is very important and is critical to the success of your organic, SEO campaign. When a search engine bot copies the information on your website, it is then stored in a database. When someone like you or me goes to Google and searches for websites using keywords, your query will be weighed against Google’s database.  It is Google’s job to sort through that database and show you the most relevant websites that it can relating to your topic and search.


Both of the covered topics above regarding internal linking and keyword enriched content should stand the test of time with search engines that are crawler based. Every day it seems that search engines are getting “smarter” and more sophisticated with how they present websites to us. They can only be so smart though and will still have to rely on many, many on page SEO aspects. I don’t believe for a moment that internal linking and keyword enriched content will be dropped from any crawler based search engine algorithm. If I do see those aspects taken out of search engine criteria, you will be the first to know! Too bad search engines don’t publish this information outright for us though!
It should be noted that anchor text in a link, both internal and external is very important. I still believe that your HTML title and the anchor text that appears in links to your website are the 2 most important aspects of effective SEO. The HTML title is huge, everyone should know that by now. I only harp on it in every blog article! This is one of the first items that is taken into account by a search engine spider and/or bot. It must have your keywords in the HTML title. That is as true today as it was in the early days of SEO. It is a good idea to brand your business as well if you are new. I like to use 3-4 keyword phrases in the HTML title followed by the name of the business. Never, ever have just “homepage” in the title of your website.
Remember too that what you have in your HTML title is also the clickable link on a search engine for your website’s listing. This in itself is a reason to use your most popular keywords in the title. Think of it this way…say you do a search for dog collars. Are you more apt to click on a link on Google that just says, “Homepage” or one that says something like, “Red Dog Collars, Diamond Dog Collars | Best Dog Collars.” I wouldn’t even think twice about where I would click. I would first laugh at the “Homepage” website, then I would make my way over to the website that has a better, more optimized and specific HTML title.
All in all, it seems that the main aspects of SEO from back in the early days and SEO from today are the same. Sure, there are many aspects that are different. The ones that you have some great control over though are still the same and should be looked at as important. Let’s recap a few of the main and important ones:
Boost your PageRank – Make efforts to boost this number. Who cares if it is or isn’t as important as it used to be…
Off page links – Signatures on important blogs – Great for traffic and for SEO links
On page links – Clear link path and structure. Make it easy for your audience as well as search engine bots!
HTML titles – Keyword enrich them!
Author: John

 

3 comments:

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  3. A lot has changed in SEO as compared to the olden days. It is getting better and better only that it is now harder to get your site recognized because there are so many site doing the same thing. It is harder to stand out these days like it was sometime ago.

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