Search engine optimization or website SEO is an essential strategy for any online business because Internet users start the buying process with a search.
Indexing in Search Engines
Search engine results are data obtained by search engine ‘bots’, ‘crawlers’ or ‘spiders’ that go around the Internet to view the text and HTML code of every web page, store this information in the search engine database, and assign to each page specific keywords or search strings. This process is also known as ‘indexing’.
Whenever an Internet user types in keywords that match those assigned to each web page, the search engine displays a list of the most relevant websites on the results pages. Studies on Internet consumer behavior show that typically, only the first 10 results of any search engine are viewed, making top rankings the goal of website optimization.
Search Engine Optimization
Optimization involves both on page and off page techniques with on page SEO being the first step.
On page SEO is about making your website’s content readable to the search bots or crawlers. While search engines keep mum about the algorithms their crawling programs use to index a site, through a tedious process of testing and measuring results, experts have been able to identify some of the data or code that directly affect search rankings.
Title tags
At the back end of every web page is a code that contains various tags including title tags which is one of the first things that search bots see when they reach your site. Use a short, concise, keyword rich title tag on top of your HTML.
Meta description
Search engines also display your web page’s meta description in the results pages. Ideally, the meta description should contain words that briefly describe the page as well as induce the reader to click on your link.
Content
Search engines love fresh and unique content with the right keywords and keyword placement. This is why blogs rank well— bloggers post new content regularly!
Keywords
After determining your website’s targeted keywords, add these to titles, headings, descriptions, content and links for improved optimization. Avoid keyword stuffing, however, because search spiders tend to view excessive keyword usage as spam. Experts recommend a keyword density between 6 to 10%.
Other on-page items that must contain your keywords are file names and images alt tags.
Site maps
Sitemaps in XML and HTML formats make it easy for search bots to view your website structure for easy indexing. Be sure to submit your sitemap to major search engines and update it regularly, taking care to delete content that are no longer available.
Optimization is increasingly complex as the Internet has become more crowded and new types of content are constantly being developed, making website SEO an important investment for every online business.
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