Introduction to Search Engine Optimization |
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Getting Started With SEO
Most sites will want to begin their SEO efforts by choosing keywords that best target the intended audience. This can be done using a variety of methods, including analyzing site logs to see how visitors arrive at the site, using keyword suggestion tools for ideas and data on which combinations are most popular, and analyzing competitor sites.
Search engines want to return results that are useful and relevant to visitors, and keeping this in mind while optimizing pages can't be emphasized enough. Optimized sites will have visible text that incorporates their targeted keyword combinations effectively, but at the same time don't spam search engines. Techniques that could be interpreted as spam include hidden and tiny text, excessive repetition of keywords, mirror sites and pages, improper use of meta tags, etc. Try to produce a site that delivers a positive user experience but with an awareness of how search engines will see it.
Since search engines catalog text, sites should be useful to text users. This makes it more difficult to optimize sites with javascript, image maps, Flash navigation, frames, and dynamic content. If pages rely heavily on visual navigation, separate text navigation tools are a good idea and a site map is always essential. Pages should be designed to be compliant with HTML standards and a variety of browsers. Where hyperlinks are used, the text of the link should be descriptive and ALT text included for images.
External popularity is also critical to high search engine ranking. Being listed in directories, particularly Yahoo and the Open Directory Project, provide a big boost to a site's credibility. Links from other popular sites also help a lot. Adding a site to search engines may help it get listed, although repeated submissions and automated submission tools are discouraged.
Seeing the effects of different optimization strategies requires a huge amount of patience. It can sometimes be weeks before changes are reflected in search engines. Nevertheless, the results are well worth it!
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