The way to Search Engine Optimize (SEO) A Website


This article is a follow-up to my very own last entry about search engine ranking (or SEO), which you can, in addition, find on EzineArticles. Whilst the first article provided a simple overview of what SEO is definitely and how it can help you industry your business, this one is meant to realize a more detailed outline of how the method works and some of the jobs you should perform in order to enhance a site. My intended viewers for this article is web site design firms and marketing organizations who are looking to break into the field of SEO but need a primer to help them get started.

Getting Started

There exists one key piece of detail to keep in mind throughout the entire marketing process, and it can be mentioned like this: Search engines have one purpose, and that is to return the most specific results for any given seek query. SEO is essentially ensuring that those search engines know that your site or your client’s internet site is, in fact, a good, specific result for certain queries. For instance, if you or your client are the owners of a coffee shop in Phila., then their website is absolutely another result for the query “Philadelphia coffee shops”.

However, the various search engine algorithms can’t determine the particular relevance of a given webpage on their own if the site is not properly optimized. Let’s have a look at the key steps that are involved with optimizing a site, thus enabling the search engines to realize, “oh! It is a very relevant result for that query I was given”.

Picking Your Primary Keywords and Phrases

Choosing the major keywords and phrases which you will be maximizing for is one of the most important components of SEO. You need to find the things I call a “middleground” search term – something that’s not so broad that it’s useless for you to optimize for, but not so specific that no one is usually searching for it.

Consider a buyer who asks you to improve the phrase “real estate”. With very few exceptions, this can be a perfect example of a keyword that is simply too broad to become worthwhile. Anyone searching for “real estate” will immediately understand that they need to refine their lookup beyond such a broad phrase. For example – are they looking to purchase real estate, sell it, invest in this, or find a real estate agent? And they are they looking for commercial attributes or residential properties? To buy or rent?

It should be immediately crystal clear that optimizing for this type of broad term is almost usually a wasted effort. Not simply because the optimization process on its own will be excessively difficult, but nevertheless because, more than likely, the site visitors generated will not result in just about any sales ( “conversions”).

At this point, let’s assume your buyer is ABC Real Estate throughout Bala Cynwyd, PA, and they are generally residential real estate agents specializing in typically the Philadelphia market. They might get you to optimize for “ABC Real estate property Bala Cynwd”. This is a sort of keyword that’s extremely simple to optimize for (I probably wouldn’t even contact it “optimization” since there is just one ABC Real Estate in Municion Cynwd, pretty much guaranteeing the #1 result), but this particular keyword is almost useless with regard to driving new traffic to the website. People searching for the company brand already know about the company along with probably know what the company can do. You want to drive traffic via people who are searching for a product or maybe service the company offers, no matter if the potential customer doesn’t find out about the company yet.

“Homes found in Philadelphia” is a keyword to be able to in this instance. We know from this predicament that the person performing the actual search is looking for homes for sale within Philadelphia. Our client is actually prepared to provide not only house search capability, but realtors who are willing to help the searcher in their quest for a new house. This is the kind of traffic you would like to drive to the site. You must choose 2-3 similar keyphrases to serve as the primary research goals. It’s important to note that your internet site will not be locked into showing for only those phrases, should you perform the optimization effectively. Now, let’s take a look at how you will actually go about doing that will.

Site Structure

The first thing to consider when tasked with maximizing a site is the structure of the site itself – the particular HTML code, the URL/link construction, and the title and traguardo tags. If the site won’t exist yet, but you will be needing it to be optimized when it’s built, this section continues to very much applies, so keep reading.


One of the most common difficulties I see with poorly-optimized internet sites is a navigation system that is definitely effectively invisible to search search engines. Oftentimes, the main navigation is made with javascript or thumb, and no alternative sitemap, as well as links, are provided. While Yahoo and google such as Google are getting significantly better at identifying links set in javascript and thumb, it is still a much better strategy to provide a plain HTML/CSS primarily based navigation system.

You can do this without having to sacrifice any of the javascript or thumb functionality or change anyone’s experience at all, so there isn’t any reason not to do it. If the navigation is javascript centered, make sure you are using a “pure CSS” menuing system, meaning that it is possible to code your navigation just as if it were a normal div-based menu, but the program will transform these tag words into javascript-powered dropdown choices. Some of the menuing systems we all use at Context are usually: Superfish, OpenCube, and SmartMenu.

If your navigation is display based, you can use an energetic flash publishing script (see swfobject) that will transparently affect the HTML-based navigation with your display element. In both of these conditions, the search engines will see the original PHP and CSS-based direction-finding elements, which are much easier to navigate and index than all their javascript or flash-based furnishings.

A Note about flash primarily based sites

If your site is carried out completely in flash, you might re-think your design, on the other hand using flash for a header, footer, and/or borders, although leaving the main content seeing that HTML and CSS. Usually, I recommend essentially building a couple of full versions of the website – one in HTML and something in Flash. As I stated earlier, search engines are becoming much more efficient at indexing flash pages, however, you are still doing yourself a disservice in terms of SEO if your website is 100% flash centered. Also, completely flash-motivated sites can often degrade a person’s experience, but that’s a theme for another article.

URL Design

Now let’s talk about Web addresses. Search engines like very clear URLs, the kind you see near the top of this (or any WordPress-based) blog. Even if your site will be driven by dynamic articles, you will want to rewrite your Web addresses to look like static web pages. For example, rather than having /a product view. PHP? fromcat=5&id=32, you will want any URL that looks a lot more like /products/32/this-is-the-product-name. HTML. Not only will be the actual URL part of what exactly search engines look at when evaluating which a page might be about (which is why we include the solution name), but they also have a much less complicated time indexing static Web addresses as opposed to complicated dynamic Web addresses with a string of aspects at the end.

There are many ways to carry out the rewriting, and it’s not often very difficult. The easiest way is to use Apache’s mod_rewrite module, which allows you to transparently redirect one LINK to another, while the visitor simply sees the original. If you are using OR NET. net on IIS, it comes with an excellent rewrite module regarding IIS6, and IIS7 provides built-in rewriting capabilities. Ultimately, development frameworks such as Merge for PHP or Dark red on Rails have substantial “routing” functionality which allows really fine-grained control of the URL structure.

Title as well as Meta Tags

The “title” and “meta” description labels are very important in SEARCH ENGINE OPTIMIZATION. These tags are the initial chance to explain to a search engine what their site is all about, and you should comply with some guidelines when generating all these tags:

The title and scope description tags should include your keywords and phrases, but only once. No longer repeating “Philadelphia coffee shop” five times in the title indicates, because the search engines will reprimand the site for keyword ingredient filling.

While there are no strict guidelines on length, the title label should be no longer 60-80 figures and the meta tag about 200 maximum.

The title, as well as meta tags, need to be various for every page. Even if the name or meta description labels for some pages don’t really include your primary search phrases (and they don’t have to), they must be clear and relevant to every person’s page.


It is a popular SEO adage that “content is king”, and although the SEO process has become a bit more complex over the years, it’s still largely true.

Your website should contain as much valuable, unique content as possible. Merely plastering bits of text all around the site won’t do you a lot of good, but the best thing that you can do to optimize a site would be to provide high-quality content that individuals actually want to see or go through. Developing such content could be tricky, but here are some fundamental guidelines:

Every page must have at least two paragraphs of important content. There are some exceptions below because some pages merely don’t require any text, but the truth is should try to work in the same amount of high-quality, relevant (remember: HIGH-QUALITY and RELEVANT) textual content as it can.

Don’t rely exclusively on bulleted lists. Bulleted databases are fine and are not going to hurt your positioning, but they also should be augmented by loaded prose, since larger figures of text will world wide web the most gains with regard to SEO.

Include your targeted research keywords and phrases in the content, yet don’t “stuff” keywords simply by repeating them more periods than is reasonable. We have a balancing act to be conducted here, but as a general principle, I try not to include the very same keyword or phrase a few times per two paragraphs. There are several exceptions, however, so it’s a thing that you have to develop a knack regarding after some trial and error.

Your property page is the holy grail regarding content for your site. Almost every website only gets just one home page, so the content you can find is weighed very heavily by means of search engines. Make sure your home page information is of a decent period (at least 2 paragraphs), contains your primary keywords and phrases (gracefully – don’t keyword stuff), and is well-written and specific.

Include as much content with as many different pages as you can easily. Remember, though: high quality in addition to relevant. Don’t create websites for the sake of having more websites – think about the information that’ll be relevant to your potential customers and gives it through your website. For instance, if you are optimizing for a cafe in Philadelphia, a page devoted to how to identify & pick the right coffee beans might be a great useful resource. Oftentimes, you will be surprised along with unable to predict some of the keywords and key phrases that drive people to your website, but these relevant “landing pages” ensure that you can pick up fine traffic that you weren’t automatically expecting.
Inbound Link Building

Yet another essential piece of the SEARCH ENGINE MARKETING puzzle is getting other sites for you to link back to yours. There are lots of ways to do this, but also a few pitfalls to avoid.

Directory distribution – this is the process of just adding your site to the internet directories that list as well as a link to external sites. There are some important things to remember when publishing your site to directories, nevertheless:

There are a lot of good free web directories that do not require a link exchange. Don’t get caught up paying for each and every submission (though there are some web directories that are worth paying for).
Make sure that the directory by itself is in good standing along with Google. You will want to check their Page Rank (Google’s 1/10 credit score of the importance of a site). The easiest way to check page rank is usually to install the Google Toolbar
Make sure the directory backlinks directly to your site and will not first go to a tracking site. If the link is not one on one, it is essentially useless.

Seek directories that allow you to specify typically the anchor text – the writing that people will be clicking on to begin your site. Make the anchor wording one of your primary keyword phrases, age. g. the words “Philadelphia coffee beans shop” should link to philacoffeeshopsite. com.

Press release distribution — Your client should have press announcements that outline the current occurrences at their company. These types should be posted as textual content (instead of or along with PDF) format both on the website, but also on aggregate pr release sites that allow you to submit your personal press release. You should also include hyperlinks back to your site directly within the press release

Social Networking & web 2 . 0. 0 – There are many websites available that allow you to post small business00 profiles on the web. Hotfrog, as well as Merchantcircle, are good examples of this kind of site, and I recommend including a listing there for any website you are optimizing. Additionally, for those who have interesting, relevant content to see the public, consider posting this to aggregate sites for example Digg. com.


Ideally, this article provided insight into the SEO process, and can become a “getting started” introduction for companies who are planning to expand their services promotions. I do not recommend that companies attempt to optimize their own website, because you will not get the final results you expect, and your time is the most suitable spent running the business. Work with a competent SEO company alternatively, and work with them to locate your site for ideal keywords and key phrases.

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