Techniques of Search Engine optimization
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.
An SEO technique is considered white hat if it conforms to the search engines’ guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.Seomoz.org has suggested that “search marketers, in a twist of irony, receive a very small share of their traffic from search engines.” Instead, their main sources of traffic are links from other websites. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site’s conversion rate.
The techniques are these:
1. Title Tags (which should be document titles or title elements, since it’s the text between the opening and closing title tags that is important, not the actual tags)
2. Keyword Density
3. Site Structure
4. Internal Links
5. Links and Page Rank
6. Page Reputation
7. Anchor Text
8. Link Popularity
Good content is the most important aspect of search engine optimization. The easiest and most basic SEO rule is search engine spiders can be relied upon to read basic body text 100% of the time. By providing a search engine spider with basic text content, you offer the engines information in the easiest format for them to read. While some search engines can strip text and link content from Flash files, nothing beats basic body text when it comes to providing information to the spiders.
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