Search Engine Optimization

Designing a Web site so that search engines easily find the pages and index them. The goal is to have your page be in the top 10 results of a search. Optimization includes the choice of words used in the text paragraphs and the placement of those words on the page, both visible and hidden inside meta tags. Search engines use different criteria for indexing, and those criteria may change. Thus, it becomes increasingly difficult to satisfy every one equally. Yahoo! and other directory-oriented search sites manually index a Web site, which may provide the best results for the user.

Search engine optimization is a set of methods aimed at improving the ranking of a website in search engine listings. The term also refers to an industry of consultants who carry out optimization projects on behalf of clients' sites. Practitioners may use "white hat SEO" (methods generally approved by search engines, such as building content and improving site quality), or "black hat SEO" (tricks such as cloaking and spamdexing). White hatters charge that black hat methods are an attempt to manipulate search rankings unfairly. Black hatters counter that all SEO is an attempt to manipulate rankings, and that the particular methods one uses to rank well are irrelevant.

Tricking search engines with techniques such as cloaking, doorway pages and other dodgy tricks might be tempting because it seems that you can save so much time and effort with them.

Be very careful with that. Search engines don't like to be tricked. You might get away with this for some time but as soon as search engines find out that you're tricking them, they will ban your site.

For competitive, high-volume search terms, the cost of pay per click advertising can be substantial. Ranking well in the organic search results can provide the same targeted traffic at a potentially lower cost. Site owners may choose to optimize their sites for organic search, if the cost of optimization is less than the cost of advertising.

New sites do not need to be "submitted" to search engines to be listed. A simple link from an established site will get the search engines to visit the new site and spider its contents. It is rarely more than a few days from the acquisition of the link to all the main search engine spiders visiting and indexing the new site.

Not all sites have identical goals for search optimization. Some sites are seeking any and all traffic, and may be optimized to rank highly for common search phrase. A broad search optimization strategy can work for a site that has broad interest, such as a periodical, a directory, or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy. Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business. Focusing on desirable traffic generates better quality sales leads, allowing the sales force to close more business.

At first search engines were guided by the webmasters themselves. Early versions of search algorithms relied on webmaster-provided information such as category and keyword meta tags. Meta tags provided a guide to each page's content. When some webmasters began to abuse meta tags, causing their pages to rank for irrelevant searches, search engines abandoned their consideration of Meta tags and instead developed more complex ranking algorithms, taking into account factors that were more diverse, including:

• Text within the title tag
• Domain name
• URL directories and file names
• HTML tags: headings, bold and emphasized text
• Keyword density
• Keyword proximity
• Alt attributes for images
• Text within NOFRAMES tags

By relying so extensively on factors that were still within the webmasters' exclusive control, search engines continued to suffer from abuse and ranking manipulation. In order to provide better results to their users, search engines had to adapt to ensure their SERPs showed the most relevant search results, rather than useless pages stuffed with keywords by unscrupulous webmasters. This led to the rise of a new kind of search engine.  

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