When one thinks of building the Search Engine friendly pages or website the term Search Engine Optimization or SEO comes to the mind. What is Search Engine Optimization or SEO? It is a part of Search Engine Marketing and is the technique and method used to improve the website's Search Engine ranking. Having a good Search Engine ranking helps in building the traffic for the website as most of the users while searching on the Search Engines tend to see only 15-20 search result entry for a particular keyword ( keyword is a word or the phrase that the searcher use while searching).
Search Engine ranking does not depends on one factor, it's a combination of various factors. But basically for a long term success and sustained traffic on the website, you need to make two parties happy, the website visitors and the Search Engine. Your website visitor is happy when he gets the outstanding information on your website and feels tempted to come back over and again to long for more. The Search Engines are happy by providing their visitor, who in turn are their customers, with the relevant search result for the search made by them.
But before building the Search Engine Optimized pages always keep one thumb rule...Do Not cheat the Search Engines by playing the tricks like...using high traffic keywords which is not relevant with the concept of your website, many versions of the same website, multiple domains, hidden inter-linking etc. Because when Search Engine discovers your game, it will ban you forever.
We are talking about the Search Engines, but how do these Search Engines work?
Though nobody knows exactly how these Search Engines work as it is their trade secret and only their top officials know about the exact algorithm, but to some extent the Search Engine Marketers have come out with the abstract view of the working of the Search Engines. Search Engines use a software program called 'spiders' or 'robots' to crawl the net i.e. they check the websites link through link (this indicates the importance of links and their link text). This program helps Search Engines to find the pages on net. After the pages are found they are delegated to other program where the pages are indexed in the database of the Search Engine, and identifies the text in the HTML code (e.g META tags, TITLE tag etc...nobody exactly knows which tag holds more importance on which Search Engines) and the content of the page. When a user queries a search engine, the engine examines its index to find documents that matches and show the results as Search Engine result pages
What are the various factors that may affect the Search Engine ranking of the website
# Choose right keywords
Keyword is the word or the phrase which a searcher searches for in the Search Engine to get the information. Researching for the right set of keywords for your website is the part of planning wherein you brainstorm your website concept and research for the list of high traffic keywords which are more in demand. To do so you can take the help of various online tools that are available on the Internet like Overture tool, Wordtracker tool, Google Sandbox. These tools will help you to choose the right set of keywords related to your website topic
# On-page Ranking criteria
On-page ranking refers to the keyword density and the keyword prominence of the web page i.e. how frequently and at what places (HTML code) the keywords are being used. By that Search Engine determines, if your page is relevant for the search made for that keyword or not. You should be using the keyword in the domain name, file name and various HTML tags. It is not clear yet which Search Engine gives the importance to which HTML tag but listed below are the tags wherein the use of the keywords can help you in achieving the good Search Engine ranking.
TITLE tag
META Keyword tag
META Description tag
Header tags
Body Copy
Hyperlink text
Image ALT Tag and Name of the Image
# Off-page Ranking or Link popularity
Link popularity is the measure of the incoming links from the related websites, which already has a good ranking on the Search Engine. These days most of the Search Engines have modified their algorithm to give value to the link popularity and the website should have at least one in-coming link from the good rank related website otherwise they drop the website from their index. By related websites means that it should be from the website which has somewhat similar theme as your website . e.g. if you are making the website on the Search Engine Optimization and having a link from the website giving information about the Chinese food will not help you in achieving the good Search Engine Ranking, it should be from the website about internet marketing, Search Engine Optimization, website building or so.
You can improve the link popularity of the website by taking any of the following action
List your website to the directories.
Link to websites that you can trust, i.e. websites that are not involved into spamming.
Out going links also helps, but again...it should be related links. This way you are making your visitors trust you for providing them with the right links.
Write articles on e-zines or article distribution websites.
Make posts in forums, discussion groups, mailing lists, newsgroups on the related theme.
Publish your own blog.
Use a signature file having the information about your contact details and website information in your e-mail correspondence.
Do not participate in link exchange or reciprocal links programs i.e. you-link-to-me-and-I'll-link-to-you policy, as search engines will ban websites that participate in such programs.
Satwinder Kaur
http://www.learnwebsitebuilding.com
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