Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion. The theory is that the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
The acronym “SEO” can refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
Another class of techniques, known as black hat SEO or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.
Thank you Wikipedia.org for the above definition, we love you. Now that we know what SEO is let talk about the two techniques that can be used to get the top ten results. Basically there are two techniques used white hat and black hat. White hat is what search engines recommend as part of good design and produce results that tend to last a long time. Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. If you hear anyone recommend any of the methods listed under the black hat technique then run. They are going to get results but not lasting results and eventually your page will be banned.
Now we know the types of SEO what can it do for you? SEO is not going to get you top ten on any search term you want. Keyword research is key to driving in traffic to your site. With keyword research and SEO you will be able to obtain the valued top ten rankings you want and need. SEO will provide top ten results to the keywords that have been well researched to see where you can compete and get the edge over the completion.
SEO site analysis consists of:
- Analysis of information architecture.
- Analysis of source code, and page layout.
- Site Navigation.
- Analysis of Flash & Javascript.
- Keyword usage.
- URL structure.
- Content siloing.
- Internal linking structure.
- Dynamic strategy.
- Robots.txt exclusions.
- Sitemaps (website & XML).
