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Search Engine Optimization, or SEO, refers to techniques and strategies used to improve the quality and quantity of traffic to your website or blog. When someone googles a word or phrase, you want your site to rank on that long list of results that pops up.
Organic results is an important SEO term. Organic results refers to the results in the main body of a search page. Search engines also return ads - or non-organic results - on the right side and on top of the main, organic search page. If a search engine thinks your page is very relevant to what the person is searching for, the nearer to the top you will be. While being number-one is enviable and possibly attainable, just making the first couple pages of results for competitive search terms can have a dramatic impact on your site’s traffic or business.
SEO involves understanding how your HTML page is constructed, and how the search engine spiders (programs that read everything on the Internet) index pages. Though SEO can become rather complex, the following components have the greatest impact for your search ranking:
1) Page Content: Simply, what is this page or website about? Search engine spiders read your page and index it according to what they think your page is about. This means that focused content, quality copy, and HTML page structure are crucial.
2) Links: If other websites have linked to your site, the search engines take that as a good sign that you are liked. Therefore, building relationships and good PR will help search engines view yours as a quality website and worthy of greater consideration in returned results.
3) Page Code: How your computer is written, from a spider’s point of view, is crucial. Messy code can stop search engine spiders from reading your page. For example, javascript and flash can stop spiders from reading your site. Caution is advised.
4) Frequency of Change: Spiders like to see changes to your website or blog. This tells them that you are active in keeping your website up to date. You can achieve this by either altering information, or adding to existing content.
Depending upon what your website is used for, SEO may or may not be relevant. For example, Apple Inc. does not need SEO because they have a massive marketing budget that drives traffic directly to their flashy and spider-unfriendly website. However, if you are selling accessories for ipods, iphones or macs, you would do well to rank high in that very competitive marketplace. An SEO campaign would be advised.
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