Search Engine Optimisation. (SEO)
Search Engine optimisation is the technique used to position a web page higher in the search results of the search engine service providers, i.e., Google, Bing, Yahoo, AOL etc. The terms most often used to cover this topic are SEO (Search Engine Optimisation) and SERP ( Search engine results page) The vast majority of Internet users have a favourite SE ( Search Engine) and use this to locate virtually any product or service required.
This is my personal view of how a search engine indexes and rates a web page and website. There are many versions. Assuming the url of the website address has been sent to all the required search engines, (visit each site and click on Add URL) The Search Engine robot or spider, visits and views a page in the following order. The language is for this page is lang="en-gb", Great Britain, it could be lang="en-us", for America, or lang="en-nz", for New Zealand. This identifies the locality of the page. The Title, Description, and Keywords are next, then the content. Do not mix American and English spelling of content words on the same page, as this could be a negative point. A sitemap provides the SE robot with a total overall view of the website, and all the individual page contents as part of the total site rating. You should consider this as a Website SEO audit.
Important, Google now lists date-specific content earlier in the results.
It is really important that website sitemaps are produced which show detailed dates and update times in the map. This means every time a page is changed, added or deleted (Don't delete, re-use) the relevant sitemaps also need up-dating. Small details like this can make a significant difference to increased visitor numbers. All Top Websites have spent time on seo website optimization.
- SERPS (Search Engine Results Page): The page you see after making a search
- Algorithm: Logarithms use to identify content and rate a web page
- Spider: Can also be called an indexing robot
- Page Ranking: A value between 0 - 10 of the page value
- Links: Links to your web page are considered of high value, never buy them and always provide the link creator with the text and link url, you want used. The free Business Directory provided on this site, does this automatically.
- Search Position is the position of a specific web page in the results page
- Web positioning is the seo work done to ensure a particular page has the best chance of being selected for placement in the results table.
Optimisation generally covers four main areas.
Web page content
Without text, a web page has little value. This is the area where maximum thought and effort must be made. Content should be original and informative. It is generally considered a visitor spends up to 10 seconds reading content to see if it meets with their requirements, if not, they leave. All the promises made about guaranteeing top position in a SE are not credible, as the Algorithms used are specific to each provider. The rule is "Content is King" on any web page.
Title and Description
The Title should be direct under the <head> section code, and importantly reflect the page contents. Home, index1 etc, do not help the Search Engine understand the subject of the page, so it is better, like this page, to use hyphens to create the page title. search-engine-optimisation.htm. This is the name you see in the search results box.
The image below shows the title of the website-sitemaps page, the title is "Examples of different sitemaps for most websites. Unique for every website" This text is what might make a visitor decide to click on the link. The Description below provides more detailed information about the page contents. So you can see how important these are to the success of preparing your page for search engine optimisation. To see how important the description tag is, see Matt Cutts from Google explain
This is the only chance you have of your web page being considered by the searcher. You can see how important both the Title and Description are from this example..
What gets the page selected for inclusion in the results is a combination of Title, Description, Content, Keywords, Coding and luck. There are many free tools to help in selecting Keywords, probably the best known is the Google Keyword Tool. There are some agreed standards for Keywords. They must be in the content text. H1 (Headline one) is a great place to put your first Keyword, (you are allowed only one H1) H2, H3 etc must come after the H1 code. Bold is a good idea for emphasising the text and plays a part in overall rating. Do not including multiple keywords throughout the text, it should be written for the visitor, not the search engine, (they know if you are trying any tricks). If you start to type in Google search a keyword, you will often see a Google suggestion of the next word. These are more often clicked on, so try to use that combination on your page.
A page with just text can be boring, so try to include images that support the text and remember, the image coding should contain dimensions and alternative text describing the image. Do not use images that belong to other companies as they could well be copyright protected. If you have your own images, try adding your copyright protection to the image code. A free tool for this task is IrfanView
Other things to be done.
This is an area often overlooked. Things start out fine, then sitemap is forgotten. Some companies have never had a sitemap, some updated years ago, the more professional companies update every time a new page is added or changes made. There are various types of sitemaps for different categories, for images, videos, but the 2 main ones are the html sitemap and the xml sitemap. See more details on my specific page on Website Sitemaps.
Many free tools exist to guide you through SEO preparation, some offer advanced facilities after paying a subscription. Remember nobody can guarantee top position using White hat techniques. Read the definition of White hat and Black hat techniques on Wikipedia.
My term, for off-page search engine optimisation, refers to the work done to promote and encourage access to the web page under promotion. This may take the form of posting the individual page url to Blogs, Twitter, Facebook, etc. Joining Forums as an active member, and using the url in your Forum Signature. It can be used to add to Business Directories, or promoted with a video on YouTube and other video hosting sources. Off page SEO is time consuming, but with proper organisation can be out-sourced. A website under development could be the answer at Experience Network. Using this method, the information is created just once and then passed to the promoter. There is so much that can be done, and never enough time, but the results could be very beneficial.
Integrated Internet Infrastructure
Normally this is where many companies stop with their SEO work, but it has just only just started. Search Engine Optimisation means the total integration of all possible Internet resources, that can play a part in helping any web page get selected. Try the Business Networking link, ideas and solutions if you are a DIY person (Do it yourself). Link building is consider to be of major importance, a time consuming area.