Search engine optimisation – commonly abbreviated to SEO – is the process whereby a web site, or more specifically a web page or document, is constructed or amended in such a way as to improve its placement in the search engine results pages or SERPs. Search engine optimisation should not be seen as an end in itself. It is a function that should be undertaken to improve the overall commercial performance of a web site. Good search engine optimisation will ensure that a page appears higher in the search engine results for a range of relevant, specific and valuable search terms or queries. The simple objective of SEO is to generate more valuable web site traffic. The achievement of a higher ranking against relevant search terms has commercial value for a web site because it will attract more traffic than a lower ranking. In an increasingly crowded online environment, search engine optimisation is therefore a crucial online marketing discipline.
The role of SEO is to legitimately influence the process of improving rankings. There are few genuine guarantees of a top placement, particularly for highly competitive search terms. Good SEO will improve a web site’s ranking across a range of selected terms. However, any process whereby a search engine is illicitly manipulated in order to guarantee a high placement is referred to as spamming. The successful execution of a search engine optimisation project requires skills in the areas of analysis, research, planning, copy writing and communication. A comprehensive search engine optimisation project is divided into four interrelated phases.
1. Pre-site activities
– The research and planning activities undertaken before an existing or new site or page is actually touched or built.
Understanding your organisation’s online business strategy
Researching your market category, customers and competitors
Keyword research and selection
2. On-site activities –
The activities directly involved in the content and design of web pages.
Writing the title, description and keyword meta tags
Writing content – Body copy, titles, image tags, outbound links that reflect and enhance keywords.
Building internal links – Helping the search engines navigate the site
Site design and construction – Ensuring the web page utilises design and code that can be properly crawled and indexed by the search engines.
3. Off-site activities –
Building a portfolio of quality inbound links to your web site.
4. Post –site activities – Analysing and responding to site traffic and user feedback once a web site has been optimised. Effective SEO is a continuous activity.
Reference : SimplyClicks.com Full PDF can be found at http://www.simplyclicks.com/Free-SEO-Book.pdf
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