Search Engine Optimization Is Important for Traffic Building

February 21, 2012 by  Filed under: SEO 

Search engine optimization, also known as SEO, is generally a process that involves preparation of a website and all of its pages to ensure maximum visibility in the search engine results, whether paid or organic results. The search engine in turn, uses bots and other tools to crawl the web for content relevant to specific keywords or phrases.

When a user enters the keyword or phrase at the search box of the engine, a list of natural or organic search results are displayed. In addition, paid search results are displayed on the same page at the top and sides of the search results.

Search engine optimization is seen by many as method to manipulate the search results which may lead to a site not relevant to a keyword ranking high on the search results page. Although it may be good for the website owner as users often don’t turn to page two or three for more results, it may also mean less relevant results for the user.

Importance for Ranking

Notwithstanding the bad reputation that many search engine optimization companies have developed over the years because of over manipulation of search results, one must note that without any form of SEO, it will be difficult for a website to be found.

Even with top notch content and high relevancy to users, a site can disappear amongst the thousands of competitors on the Internet. It may also mean that the user loses out on relevant content in addition to the website owner experiencing low traffic numbers and sales. The mere effort and cost of designing the website and maintaining it cannot be justified if nobody sees and uses it.

Search engine optimization is thus not an evil method for cheating search engines, but rather a necessary means to establishing a site’s presence. Many business owners, however, still confuse the process with online marketing. SEO is one aspect of online marketing only, but an all important one.

Aspects of SEO

It includes the editing of pages to ensure that specific keywords relevant to the content are placed right. Such editing can also involve adding tags in the HTML (Hypertext Mark-up Language) which are known as Meta tags. Typical tags are that of title, author, description, and keyword. Optimization must be done to ensure good ranking in image, video and blog engines in addition to the normal web search engines. A website may also want to rank well in local, academic or vertical searches.

SEO is used as part of the overall online marketing strategy and involves keyword research to assess which keywords or phrases a specific audience uses to locate information about a relevant topic. As part of the overall strategy not only keyword placement, but the overall navigation tools of a site will be considered. With the latest algorithm changes in Google for instance, favouring a lower keyword density, freshness of content, and authority of the writer, the strategies used must be adapted to ensure ongoing solid ranking for particular keywords.

Link Building

Relevance is important, but the linking strategy also forms part of proper search engine optimization. Search engines consider the quality of the inbound links when assessing a site. One should further note that even one poorly or over optimized page in a website can affect the overall placement of the site.

Several Steps

The site is prepared for indexing by the search engines through optimization. The next step is to ensure inclusion in the search results. Submission to the major engines is the next step. Blog optimization must also be done before the posts will show up on search results. Paid search forms another part of the SEO strategy and should not be ignored. The preparation process can also involve the inclusion of robot.txt files for prevention of indexing particular pages such as login, terms and conditions, privacy statements, and shopping checkout pages.

A well planned search engine optimization strategy will not focus on text alone, but will include optimization of images and videos.

Read more about Search Engine Optimization

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