Search Engine Optimization (SEO) is a collective term for all of the operations and website tweaks that are aimed at promoting a website to the top of a search engine results page (SERP). Specifically, the ultimate goal of SEO is to drive traffic to a website, usually with a view to getting the visitor to respond to a Call for Action. That action may be to buy something on the website, to click on an advertisement, or to sign up for a newsletter. This is called Conversion Rate Optimization.
SEO is distinct from Search Engine Marketing (SEM), or paid methods of obtaining higher rankings. Paid links are usually the top three links on a SERP. This is not necessarily the best place for your link to be. Many people regard the unpaid, 'organic' links to be more valid or more worthy of their attention than a link that got achieved its status the 'easy' way. These people scroll right past the paid links and go straight to the top of the natural list.
There are two keys to ensuring a high ranking. First, have a first-rate website. It needs to be well-designed and well maintained with the customer at the forefront. Second, it must be aesthetically pleasing and crawler-friendly.
Consider both on-page and off-page factors when designing a website. On-page factors are a mixture of things that are seen by the visitor, as well as things that are not seen. The visitor sees the title, including those words which appear in bold text. More than anything, the title needs to provide an accurate description of what the visitor will find on the page. It should be clear and concise. A badly crafted title that misleads the visitor will send them bouncing off the page before they can even register a view.
Meta data, or 'data that is about data', is not to be overlooked. The page's meta description should contain about two or three sentences and tell the people what they will find on the site without having to click on the link. The meta description will appear in the SERP beneath the title. It acts as a free advertisement of what the web site is about. HTML code may be embedded on the page but invisible to the viewer. It is, however, visible to search engines and provides them with useful information.
Off-page SEO includes activities like submitting articles and press releases, social networking, publishing and promoting e-books, being listed on professional databases, etc. All of these activities produce backlinks that drive visitors to your web page. Off-page activity tells the search engines that yours is a credible site. Consequently, this will be taken into consideration as they are making decisions about page-ranking.
In an effort to out-wit the black-hatted cowboys who try to manipulate bots and crawlers to jettison them straight to the top of a SERP using spurious means, bots and spiders have to constantly evolve and rewrite their algorithms. Examples of black hat marketing techniques include article spinning. For this reason, search engine optimization strategies need to evolve, too.
SEO is distinct from Search Engine Marketing (SEM), or paid methods of obtaining higher rankings. Paid links are usually the top three links on a SERP. This is not necessarily the best place for your link to be. Many people regard the unpaid, 'organic' links to be more valid or more worthy of their attention than a link that got achieved its status the 'easy' way. These people scroll right past the paid links and go straight to the top of the natural list.
There are two keys to ensuring a high ranking. First, have a first-rate website. It needs to be well-designed and well maintained with the customer at the forefront. Second, it must be aesthetically pleasing and crawler-friendly.
Consider both on-page and off-page factors when designing a website. On-page factors are a mixture of things that are seen by the visitor, as well as things that are not seen. The visitor sees the title, including those words which appear in bold text. More than anything, the title needs to provide an accurate description of what the visitor will find on the page. It should be clear and concise. A badly crafted title that misleads the visitor will send them bouncing off the page before they can even register a view.
Meta data, or 'data that is about data', is not to be overlooked. The page's meta description should contain about two or three sentences and tell the people what they will find on the site without having to click on the link. The meta description will appear in the SERP beneath the title. It acts as a free advertisement of what the web site is about. HTML code may be embedded on the page but invisible to the viewer. It is, however, visible to search engines and provides them with useful information.
Off-page SEO includes activities like submitting articles and press releases, social networking, publishing and promoting e-books, being listed on professional databases, etc. All of these activities produce backlinks that drive visitors to your web page. Off-page activity tells the search engines that yours is a credible site. Consequently, this will be taken into consideration as they are making decisions about page-ranking.
In an effort to out-wit the black-hatted cowboys who try to manipulate bots and crawlers to jettison them straight to the top of a SERP using spurious means, bots and spiders have to constantly evolve and rewrite their algorithms. Examples of black hat marketing techniques include article spinning. For this reason, search engine optimization strategies need to evolve, too.
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