Search engine optimization is a class of interrelated techniques
that serve to increase the positioning of a web site in the search
results of the major internet search engines. Since most users find the
information that they need via the major search engines such as those
provided by Google, Yahoo!, MSN, and AOL, the rank of the internet site
in the search engine results is a very important factor in determining
how many web surfers will find and view the page.
There are a number of techniques that can be employed when using
search engine optimization. One of the primary ways that web masters
use search engine optimization is to increase the number and placement
of key words on the web site that customers are likely to use when
searching for goods and services offered by the web site. Many search
engines index a page based on key word phrases and oftentimes add value
if the key word appears within a certain concentration range. The
caveat here is that many search engines will lower the web page ranking
if the keyword appears too many times since this is perceived as an
attempt to fool the search engine. Keyword search engine optimization
uses not only keyword concentration but also keyword placement. Many
search engines place higher emphasis on key word phrases that are
placed in web page titles and HTML header tags.
Another method of SEO is to increase the number of links to the web
site being optimized. Most search engine companies design their
algorithms with the assumption that a page that is highly linked to is
more likely to offer quality content then one that has no links to it.
Many web masters took advantage of this assumption by using link
exchange programs to increase the number of links to their site. For
this reason, many search engines now devalue two way links in favor of
one way links. This means that a major goal of modern search engine
optimization is the creation and maintenance of one way links.
Since one of the main goals of the search engine optimization
specialist is to increase the number of one way links, a number of
methods have been developed to accomplish this goal. One great way to
create one way links is to provide testimonials on web sites. These
testimonials will often feature a link to the testimonial provider’s
web site. Another way to create one way links is to make postings on
internet message boards and include the web page URL in the signature
line.
Search engine optimization is a vital component of any internet
marketing strategy. By positioning a web page to rank highly in search
engine results, it is possible to increase the number of visitors to
the web site.
