Your General Guide to Search Engine Optimization

May 28, 2011 by  Filed under: SEO 

Search engine optimization, or “SEO” is the promotion of your website’s URL throughout the search engines. This can be done using a wide variety of methods; both natural and manual. The main aim of the game is to increase the worth of your site, causing it to appear at the top of the result pages (SERPs) for specific keywords. Many search engines, e.g. Google which is the most popular and widely used all over the world offer advertisers spaces at the top of the page in an area for sponsored links.

There are different ways to promote a site and optimize its performance in the SERPS. For example there is Black Hat and White Hat SEO. Black Hat is the unethical form of search engine optimization. This includes spamming websites (mainly community sites) to increase backlinks, invasive viral marketing, etc. White Hat on the other hand, is considered ethical, and this consists of promoting a site naturally, e.g. through word of mouth, quality directories, etc. There are some disagreements among internet marketing professionals however, on where that fine line between Black Hat and White Hat is drawn. Such web tools and services will normally publish what’s acceptable in their Terms of Service or Terms of Use.

It is important to remember that some search engines, including Google take Black Hat seriously and often times they may penalize a website for its choice of promotion. Some websites are penalized to the point whereby they have been banned on Google, and cannot be detected when relevant keywords are searched for, including its direct domain name. If this happens for any reason, the site owner may appeal to have their site reviewed and white listed.

Optimization is also performed both externally (outside of the website) and internally (on the website itself). For example, external SEO includes promoting the site by listing it on quality directories, sharing it on relevant community sites, etc. While internal SEO includes the use of relevant keywords for your site and content that a user might want to type in the search box, SEO-friendly URLs for both indexing and keywords, etc.

Although many SEO experts have figured out so many ways to promote their links, many aren’t entirely certain of Google’s Page Ranking (PR) algorithm as it can be quite unpredictable. In this sense, it is just best to focus on both quality and quantity of links that points back to your website.

Sabrina Sabino – Internet Enthusiast

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