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Search Engine Optimization
and Your
Search Engine Ranking Success


What is Search Engine Optimization?


It's all about what you do to your pages and how you gain link popularity to bring increased web traffic to your site…

Search engine optimization (SEO), is the process of increasing the volume and quality of traffic to a website from search engines through "natural" ("organic"), search results. Usually, the higher a site is positioned in the search results, or the higher it "ranks", the more searchers will visit that site. SEO can also be used to target different kinds of search. These searches may include "image search", "local search", and industry-specific vertical search engines to name a few.

SEO involves many search engine and website factors

Search engine optimization is a marketing strategy for increasing a site's relevance in the eyes of the search engines, thus improving your position on the search engine results pages (SERPs). SEO considers how search algorithms work, how they are changing, and what people search for. SEO efforts may involve a site's html coding, structure, and presentation. SEO may also involve fixing navigation and other problems that could prevent search engines from fully spidering a site.

More noticeable SEO efforts may include adding unique, SEO'd content to a site. This ensures that content is easily indexed by search engine robots, while making the pages more appealing to visitors and users.

Gaining links and link popularity aids the search engines determine which web pages are the most important and relevant when search engines retrieve and rank pages during a search query. To gain the highest ranking on the search engines, you must gain quality links from other websites within your online community. The outcome of SEO is to draw highly targeted visitors to your site as well as the search engines' attention.

On-page versus Off-page SEO

Search engine optimization therefore involves optimizing on-page elements and off-page factors to gain higher page position on the search engine results pages (SERPs). The elements that you optimize on-page make your pages easier for the search engine crawlers to understand what they are about and thus index them properly in their databases.

Meta information, tags, and content are the factors that are addressed with on-page optimization. These elements can be easily abused and spammed so the search engines pay less attention to them when the pages are retrieved and ranked on the SERPs.

Off-page factors have taken on a greater signifcance as search engines have evolved. Search engine algorithms can distinguish the most relevant pages for any given query through their linking structure and combining that with various on-page elements. They can use linking patterns (hyperlink analysis and connectivity) to distinguish the "authority sites" for any given market and the "hub sites" for which the market revolves around.

This allows them to "map the web" and return the most up-to-date and query relevant web pages for any given search. For the webmaster this means gaining "link popularity" for their website and pages. Linking strategies play and important role in off-page optimization. It is important to have quality links to your website and pages as these are the commanding factors involved when documents are retrieved from the search engine database and served up to web searchers on the results pages.

Latent Semantic Indexing (LSI) and other Artificial Intelligence (AI) algorithms are now playing a greater role in indexing and retrieving websites with the search engines. These, combined with hyperlink and connectivity analysis are further refining the world of search and making search engine results more relevant to search queries. Modern search engine optimization techniques now need to take these developments into account.

As search engines become more refined, your SEO techniques have to follow suit. In fact, nowadays there are many varying avenues of search engine optimization depending upon the nature of your website and the market arena that you are addressing. Traditional organic search still predominates, but you may need to look into Blog SEO, Video SEO, or Social Networking SEO to satify the needs of your website addressing your market.

White Hat vs Black Hat SEO Tecniques

Various on and off page techniques are employed to make a website more attractive to the search engines and increase the position or "rankings" of the site within the search engine results pages (SERPs). When SEO is applied within the search engine guidelines, this is known as "White Hat" SEO.

"Black Hat" SEO, search engine spamming, or spamdexing is another class of SEO techniques. Black Hat SEO employs methods such as link farms and keyword stuffing that tend to elevate the site's rankings while harming the user experience. Search engines are constantly looking for sites that employ these techniques and may remove or ban their listings.

Black Hat SEO is always risky and generally a short-term means to gaining rankings on the search engines. We believe that Black Hat techniques should be avoided as most business websites should be a long-term investment. Your online business model should include the proven, White Hat techniques that keep you in top positions through the life of your business.

When to apply SEO techniques

Search engine optimization can be performed in-house at the time of the original design or at anytime that search rankings need to be improved. Search engine "optimizers" are specialists in the art of SEO. They may offer SEO as a stand-alone service or as a part of a broader marketing campaign to increase targeted traffic.

Because effective SEO usually requires changes to the HTML source code of a site, SEO tactics should be incorporated into the initial website development and design. But this isn't always done at that time or performed correctly. The term "search engine friendly" may be used to describe web site designs, navigational menus, content management systems and other factors that are easy to optimize. A well done SEO campaign should increase the volume of visitors to your website and position you higher in the search engine results.

Ristvin Marketing can aid you in your search engine optimization efforts and in gaining the highest position on the search engine results pages that your website should command. Take a look at the search engine optimization services we offer and if you need help with your SEO efforts, be sure to contact us.


** Special Offer From Ristvin Marketing **

Ristvin Marketing now offers a FREE Search Engine Optimization Whitepaper Report and On-Page Optimization Video explaining SEO and what you need to do to your website to properly prepare it for the highest search engine rankings.


To get your Whitepaper go to Free SEO Whitepaper and Video.