Search Engine Optimization --- An Overview
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Search engine optimization is one of most popular online marketing tool for any website. With most websites looking forward to increasing the online sales of their products/services, search engine optimization can be a very cost-effective tool to target and procure your customers online. In this paper, we will discuss about search engine optimization, its benefits and how you can optimize your website for top search engine rankings.
For example, let’s continue with the above example of “India-based Outsourcing consultant”.
An ideally optimized title should contain the top 3-5 keywords of your business, e.g. outsourcing consultants, outsourcing india, outsource india
Optimized Title -
c. Description Meta tag of the webpage – Description of a webpage also plays important role in getting top search engine rankings.
Optimized Description - Develop a suitable description based on your top 3 keywords
d. Keywords Meta Tag of the webpage - This meta tag was of great importance at one time. But rampant manipulations (i.e. multiple, often non-relevant keyword stuffing in the “keywords” tag), leading to abuse has resulted in search engines giving lesser importance to “keywords” tag while ranking sites. Nevertheless, you can always place top 3 – 5 keywords of your site in the “keywords” tag.
Optimized Keywords -
e. Importance of Content/Keyword-enriched optimized pages for top search engine rankings –
Well, if there is one aspect which holds supreme importance in search engine, specially in Google ranking, then it is this. Yes, content! The popular industry say – “Content is King” was perhaps devised by watching Google’s love for content. Develop content based on the top keywords related to your business. While developing content for your web pages, keep in mind the keyword density (KD).
Mathematically speaking, Keyword Density is the ratio of the total number of time a keyword is repeated divided by the total content words. Since KD is normally represented in percentage, the above figure is to be multiplied by 100
For example, if you have developed a web page of around 250 words on the keyword “search engine optimization”, and that particular keyword (search engine optimization) is repeated 10 times, then
Keyword Density (KD) = 10/250 * 100
As a thumb rule, Keyword Density of an optimized page for top search engine rankings should vary between 2 – 7 % (this figure varies among different search engines)
4. Submission of Keyword-enriched optimized pages – After you have finished content development for the optimized pages based on the keywords targeted for top search engine rankings, submit those pages to various search engines.
a. Google - http://www.google.com/addurl.html
b. AlltheWeb - http://addurl.alltheweb.com/add_url
c. AltaVista - http://addurl.altavista.com/addurl/new
d. MSN - http://submitit.bcentral.com/msnsubmit.htm
5. Role of Link Popularity in top search engine rankings –
Link popularity has assumed tremendous importance for getting good ranks in Google now a days. In fact, what started as a friendly reciprocal link exchange program among various webmasters has now become a sub-industry within the SEO industry itself, with thousands of link farms popping up every day! Yes, if you are interested in getting top ranks in search engines, especially Google, then you must pay effort in building up links for your site.
a. Create a html page, preferably named as “Resources/Links/Partners” and place a link of this page from Index Page of your site. This page should never be more than 1 click away from the index page of your site, else webmasters won’t be interested in participating in the reciprocal link exchange program.
b. Target both “industry-related” and “non-industry-related” websites as your link exchange partners. For example, if you are providing outsourcing services, then try getting links from “industry-related websites (i.e. websites dealing with outsourcing services, maybe your business rivals!). This is important, because if 10 of your rival sites give links to your site, then Google will surely pay importance to your site, because getting links from rival companies are difficult. Your site MUST be of some high caliber, else the other 10 sites won’t have linked! Also, try procuring links from top ranked general informative websites as well.
c. Always exchange links with websites which have high Google PageRank (PR) of at least 4, the more the better! (both Index Page as well as Resources/Links Page of the Link Partner’s site should have PRs of >=4) [PageRank is a proprietary tool that Google uses to determine the importance of a page and varies in a scale of 0 (least important) to 10 (maximum importance)].
d. Have a link code ready for participating in link exchange program. Here is a sample link code for an India-based Outsourcing consultant.
- Indian outsourcing consultant providing guidance to companies willing to set up outsourcing centers in India.
Always prefer a text link (as given above) in comparison to a banner link, where your chance of Google and other search engine spiders finding the potential keywords is limited only to the “alt tag” of the banner. Also, Google pays importance to the text of the incoming link/anchor text (i.e. the incoming link text must contain high potential, relevant keywords), so develop a link text with title (”indian outsourcing consultant“) which will help you in Google Ranking.
Key SEO Factors
· Targeting the right keywords for your website
· Title of your webpage
· Description Meta tag of your webpage
· Keywords Meta tag of your webpage
· Quality, Informative Content
· Link Popularity
With Google’s numero uno position in the search engine market being threatened by arch-rivals Yahoo! [bought Overture, the largest PPC search engine recently, who in turn bought Altavista and Alltheweb] and Microsoft’s MSN [believed to be developing its own search engine], it is no doubt that the search engine industry is going to experience tremendous changes in the next few months. The recent Google “Florida” Update is just one of the many upheavals that we may be witnessing in an industry where the only constant factor is the “change”. However, the various techniques outlined in this paper are basic and are we believe that following them you will be able to achieve top 10 ranks in Google and other search engines.
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ABOUT THE AUTHOR
Prabuddha S Raychaudhuri is the Founder & CEO of Search Engine Optimization Guru Pvt. Ltd. (http://www.searchengine-optimization-guru.com). Services include Top 10 Google and other search engines rankings, Pay Per Click (PPC) targeted traffic campaign, Paid Listing Management, Keyword Advertizing. Prabuddha holds a Bachelor Of Engineering (B.E.) in Construction Engineering and can be contacted at firstname.lastname@example.org.