Search Engine Optimization is the procedure of enhancing the quantity and quality of site visitors to a particular web page or a site by search engines. It is usually referred to as SEO. It refers to increasing the rankings of a Web page in search results pages. It is done by optimizing the content of a site by including targeted keywords. SEO targets paid traffic rather than organic or free traffic.
SEO is an evolving discipline due to new developments in search engines, Web technology and business models. The Internet has made many things possible. Now a day everything can be found and accessed with just a click of a mouse. This has completely changed the manner of doing business. Gone are the days when you personally set up shop and wait for customers to come to you, now there are customers and business houses that are always online waiting for you.
Every business needs to have an online presence and reach out to potential customers. In order to reach out to these prospective customers, SEO plays an important role. SEO services include strategies to improve the visibility of a Web page in search results of major search engines like Google, Yahoo and MSN. SEO methods are mainly divided into two categories: on-page optimization and off-page optimization.
On-page optimization mainly deals with strategies used to make the content of the Web pages relevant to the targeted keywords. It uses proper keywords so that when someone searches for the same topic, the Web pages that come out top provide the maximum benefit. There are many ways to implement on-page optimization techniques. One of the most common methods is to make use of meta tags.
Meta tags help in organizing a Web page so that when someone searches for a similar topic, the information provided by the site comes out in the form of links. Meta keywords can be chosen from a wide range of keywords that have high search value. For instance, if a search engine like Google lists ten most frequently used keywords, then it is obvious that any page that features more than one of these keywords is bound to score highly. To make sure that the page ranks well in search engine results, a site has to adopt a strategy to optimize the keywords used. One of the popular methods of optimizing keywords is to use long-tail keywords.
Long tail keywords are more specific in their description. They have fewer words but are very useful in finding a particular product or service. The number of words used for a long tail keyword may go up to three whereas for a regular keyword the number of words may range from one to four. Since the number of words used is lesser, the page is expected to perform better in search results. Hence, the page ranks high in search engine results.
Off-page optimization includes techniques to make the Web page appealing to visitors. Some techniques focus on meta tags and other elements of the design such as banners, images and headers. These techniques make the page more user-friendly and result in improved search engine rankings. Meta tags describe the nature of the website and provide additional information to search engines. Other off-page optimization techniques include posting comments on blogs, submitting articles to directories, bookmarking websites and using keywords in Search Engine results.
Although SEO services aim at improving web pages rankings in search engine results, they also aim at improving the customer experience. An effective SEO plan ensures that the website features in search results even if a customer does not look for particular products or services. Thus, effective SEO planning is a combination of on-page factors and off-page techniques.