SEO - Search Engine Optimization

SEO is a set of methods aimed at improving the ranking of a website in search engine listings. SEO is primarily concerned with advancing the goals of a website by improving the number and position of its organic search results for a wide variety of relevant keywords. SEO strategies may increase both the number and quality of visitors. Search engine optimization is sometimes offered as a stand-alone service, or as a part of a larger marketing effort, and can often be very effective when incorporated into the initial development and design of a site.

For competitive, high-volume search terms, the cost of pay per click advertising can be substantial. Ranking well in the organic search results can provide the same targeted traffic at a potentially significant savings. Site owners may choose to optimize their sites for organic search, if the cost of optimization is less than the cost of advertising.

Many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy. Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business. Focusing on desirable traffic generates better quality sales leads, resulting in more sales. Search engine optimization can be very effective when used as part of a smart niche marketing strategy.

search engines are text-centric, many of the same methods that are useful for web accessibility are also advantageous for SEO. Methods are available for optimizing graphical content, including ALT attributes, and adding a text caption. Even Flash animations can be optimized by designing the page to include alternative content in case the visitor cannot read Flash. Some methods considered proper by the search engines:

• Using unique and relevant title to name each page.
• Editing web pages to replace vague wording with specific terminology relevant to the subject of the page, and that the audiences that the site was developed for will expect to see on the pages, and will search with to find the page.
• Increasing the amount of unique content on the site.
• Writing quality content for the website visitors instead of the search engines.
• Using a reasonably-sized, accurate description meta tag without excessive use of keywords, exclamation marks or off topic terms.
• Ensuring that all pages are accessible via anchor tag hyperlinks, and not only via Java, Javascript or Macromedia Flash applications or meta refresh redirection; this can be done through the use of text-based links in site navigation and also via a page listing all the contents of the site (a site map).
• Allowing search engine spiders to crawl pages without having to accept session IDs or cookies.
• Developing "link bait" strategies. High quality websites that offer interesting content or novel features tend to accumulate large numbers of backlinks.
• Participating in a web ring with other quality websites.
• Writing useful, informational articles under a Creative Commons or other open source license, in exchange for attribution to the author by hyperlink.

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