Search engine optimization (SEO) is the act of enhancing the quality and quantity of site visitors to a specific web page or a site by search engines. SEO targets both unpaid and direct traffic. It is the job of an SEO to use on-page factors such as keywords and internal linking structures to boost a page’s ranking on search engine result pages (SERPs). The major search engines, namely Google, Yahoo!, MSN and Ask have their own set of guidelines for determining which sites are appropriate for displaying on their SERPs. To achieve acceptable rankings, a webmaster needs to comply with the rules and regulations of these companies. One of the most important things that SEO does is that it gives website owners a better chance of being noticed by potential customers and leads, as well as helps webmasters convert leads into sales.
In SEO terms, the goal is to make sure that users who arrive at a site are offered the information and services that they need within the shortest period of time. For this reason, SEO works on reducing both the load time and the download time of web pages. Because SEO has become such a crucial part of today’s online marketing campaigns, it is worth learning more about the basics of SEO. Below are some basic SEO concepts that webmasters should master.
Keyword Rich Content The objective of on-page SEO is to create as many keywords as possible within the copy of the page that will appear in search results. To achieve this, webmasters create title tags, meta tags, and header tags with every website page. Keyword Rich Content also makes it easier for search engines to locate the website in listings of results. Webpages that do not contain keywords, however well designed, do not receive first-page rankings.
Domain Authority Another important SEO concept that every webmaster should understand is domain authority. Domain authority is the idea that a page is “in” more with a search query than pages that are not associated with a domain. This is an important SEO concept because it means that the page is trusted and is recognized by search engines to be relevant. Google, for example, does not give a higher ranking to sites that have very few keywords associated with them. In SEO parlance, domain authority simply means that a page is recognized by Google as being relevant to the query entered.
On-Page SEO In addition to keyword optimization, another goal of on-page SEO is to make sure that the website appears natural to the search engines while delivering the information that the user intended. A good example of on-page SEO is how certain keywords are entered into a Google search query. If a user enters a word such as dog food and the search engines see that the user intended to say dog food then the page will rank high in the result lists. However, if the keyword appears random then it is more difficult to rank high. This is where on-page SEO plays such an important role in making sure that a site ranks well.
Off-Page SEO As previously mentioned, off-page SEO is vital because it focuses on making sure that a website appears legitimate to search engines while delivering its target keywords. The key to this off-page SEO strategy is in using meta tags and keywords in the site itself. For instance, if a website were to write articles about dogs and include the keyword dogs, then that article would be considered an off-page SEO strategy. In addition, if a site were to focus on selling dog supplies and had a keyword that is not relevant to the products sold then that would also count as an off-page SEO strategy.
Meta Tags and Keywords One of the biggest challenges that new Internet marketers face is understanding how to optimize websites for the search engines without spamming the networks with unrelated links and repetitive code. This is where meta tags and keywords come into play. By using meta tags and H-tags, businesses can create a uniform set of keywords that will provide a starting point for off-page optimization. These tags should be selected based on what the website is offering and not on popularity or demand from Google. This is a key takeaway for all businesses because although Google is a great place to begin SEO, it will never become the ultimate arbiter of what a business is offering.
On-Site SEO As previously stated, this is one of the most important factors to the ranking of a site. The best off-site SEO strategies include creating inbound links from other websites that are relevant to the target audience, creating inbound links from related blogs and article directories, and optimizing the internal linking structures within the site. With these SEO tactics, a business will find that it will be able to rank higher on the major search engine results pages. As a result of their success, they will be able to maintain a high profile within their industry and attract more potential clients.