Back To The Basics Of SEO

October 31, 2012 By: admin Category: Marketing Tips

By: Ivana Katz, October 30, 2012

Search engine optimization (SEO) can be overwhelming for most business owners. Even though much information has been written on the subject, there is a lot of conflicting data.

In an easy-to-understand video: “How Search Works,” Google quality engineer Matt Cutts explains how Google indexes pages and then delivers results when someone does a search. The main point Cutts makes is that Google asks more than 200 questions of each page and then delivers pages that are most relevant.

When trying to work out which pages to show for a particular search term, Google asks the following questions:

• Do the search words appear in the title?

• Do the search words appear in the URL (website address)?

• Does the page include similar keywords and key phrases related to the topic?

• Is the page on a quality website or a spammy website?

• What is the page’s “Page Rank”?

• How many pages link to this page?

Then Google analyzes answers to all the questions, gives each page a score and presents the results it feels the visitor is looking for.

Over the years, Google’s algorithms, as well as those of other search engines, have changed. While the exact formula for delivering results is not known, there are basic principles you should stick to if you wish to rank high for your chosen keywords.

1. Include keywords in each page’s title, headings, description and meta keywords as well as in alt tags of your images.

2. Provide quality, original content on the website.

3. Update your website regularly with fresh information.

4. Get as many links as possible from relevant websites back to yours.

Search engine optimization is not a one-off exercise – you need to keep working at it. Many people try to trick the search engines, but it is never a good idea – they ultimately end up being dropped from the search engines and even banned.

Your first priority should be to find keywords that have a reasonable amount of searches each month, but for which not a lot of other websites have been optimized. There are two main tools you can use for this: Google Adwords Keyword Suggestion Tool or Wordtracker. Each works differently, but both will give you an idea of the right keywords to use.

It’s never a good idea to optimize your website for generic keywords, such as “travel” or “cars” for example. You want to optimize your website for keywords that people are searching for when they are ready to buy, not for keywords they are searching for when they are doing research.

Ultimately, Google and other search engines, such as Bing and Yahoo want to display content that is as relevant to their visitors as possible, so the more relevant the content is on your website, the better.

Remember, when one of your potential customers searches for a product/service you offer, only two outcomes are possible:

1. They find your website.

2. They find your competitor’s website.

The more you do, the more chances you have of your website ranking higher than your competitors.

You can certainly hire a SEO company to do the work for you but, the truth is, there is a lot you can do yourself. Just take it one step at a time. Research your keywords, then add them to your website and build backlinks from other website to yours.


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