Search Engine Optimization is an integral part of the content of a website or other Internet-based enterprise and involves improving the ranking of a site by improving the quality of search engine results. There are a number of factors that can affect search engine rankings, and an SEO expert must have a thorough understanding of them in order to make a difference.
Keywords, also known as keywords phrases, words that determine how relevant the page will be to searches performed by search engines. One or more keywords may be included in the title, title tag, Meta tags, URL or content of a website, but a site that includes too many keywords will not be able to be ranked highly by search engines.
Webmasters often use variations of the same keywords to describe the pages of their sites, but this should not be done. Site owners who do this are simply wasting their time and, as a result, the time of web surfers who land on these sites. Users will not likely return to your site if it does not provide unique and interesting content.
When a web user clicks on a link to your site, search engines first look at the text or HTML content of the page. The language and layout of the page’s content will determine its rank.
Certain rules govern how search engines rank pages based on their content. Every web page has an assigned position within the hierarchy of pages that a search engine has indexed. In order to change that position, it must be formatted well enough to warrant a different page rank.
Because of this, SEO professionals will write web content using specific keywords that can be key to higher ranking with search engines. In order to achieve high rankings for a particular term, search engine optimization professionals need to understand how to structure links, which are referred to as inbound links.
The structure of a web page will affect what search engines rank the page. With all search engines, inbound links from other pages are included in the search result index.
Backlinks – another way of increasing the rank of a site – can come from blogs, social networking sites, forums, and other sites that have a high level of popularity on the Internet. Backlinks come from a link between two or more websites, which may not contain the same keywords or terms.
A page that gets a lot of backlinks is considered to be more popular than one that has fewer links. Although it is difficult to quantify the popularity of a website, a good link structure makes a site a better candidate for online popularity.
Once a site has made it onto the Internet and there are a large number of visitors visiting it, SEO professionals must consider how to make the site appear to search engines. Links from other sites can be included on the site, and the link back to the original site, but the links should be placed in a manner that will ensure that the search engines will view them as relevant.
An example of a website that includes URLs that are not relevant would be one in which a link leads to pages where links lead to each other. Such sites may appear to search engines as a maze, but search engines view such content as irrelevant.
Although not every link is relevant, the websites that create a lot of inbound links are deemed to be relevant and will be ranked high in search engine results. Making a site well-designed and offering relevant content that can be made available to web surfers that are interested in it is the first step to making a site highly ranked.