SEO Strategies

An SEO strategy (search engine optimization) is needed to ensure that a site will be ranked high on various popular search engines to increase traffic to a company's web site. Increasing traffic to the site is only part of the job. Once people arrive at a website, they must be convinced to ask for more information, browse the site, buy an item, etc. More on this later.

The search engines are continually updating their algorithms to produce better search results. However they keep the algorithms a secret. Therefore, you need to continually test everything you know and everything you read in this SEO course as well as everything you read elsewhere.

SEO process

There are basically, two methods to improve search engine positions:

1. Acquiring links
2. Optimizing the web pages-also known as on-site SEO

On-Site SEO

On site SEO involves improving the HTML code. For example, carefully write tags and optimize the text on the site to include your keywords. Different search engine preferences must be taken into account. For example, some take into account keyword metatags and some don't. A search engine optimization strategy must prioritize which engines and/or keywords by search engine are most important and focus on those. Google has the most traffic by far, so in most cases you should concentrate on their algorithm.

It is critical not to do anything that is considered spam by the search engines as this can get you banned from the engine. Once this happens, it is not easy to get back in.

Optimizing Text for Search Engines

Although we are now discussing search engine optimization, web site text must be optimized for three types of visitors: search engine spiders, directory editors and potential clients. Of course, each visitor segment is composed of many different types -- each of which must be accommodated. The SEO strategy should determine which are the most important and prioritize accordingly.

Text optimization includes:

• Making sure your keywords appear in the text
• Repeating keywords more than once (some people believe keywords should be a certain percentage of the total text)
• Placing keywords in prominent positions such as headlines
• Using keywords in the title tags, and description tags

Even if you do not place your keywords on the web pages, you may still rank high in the SERPS (search engine results page). Such are the power of links.

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