Search engine optimization (SEO) is really a process consisting of multiple tasks, and the exact techniques used are sometimes closely guarded secrets. The way I see it, SEO done right should include six major tasks: optimization, submission, registration, positioning, monitoring, and maintenance.
In my last article, I promised to cover, over the coming weeks, the major changes in SEO strategies.
I'll start by elaborating on current strategies for content optimization. It's always been important to optimize your page content, but you must do so on two levels.
On one level, you're trying to gain high rankings in the spider-type engines, such as Google, AltaVista, Lycos, and Excite. On another level, you're persuading customers to use your products and services. So writing page content requires top copywriting skills as well as up-to-date knowledge of search engine algorithm trends. It also takes a good amount of time, and pages should be updated regularly.
Gone are the days when people would try to outwit search engine algorithms by methods such as repeating keywords within hidden text or with illegal doorway pages. Now, as never before, search engine algorithms are very complex; they differ widely and are constantly changing. In fact, search engines will quickly spot and penalize people who don't follow their rules.
Although the exact algorithms for each search engine are unknown and are constantly changing, SEO technicians are constantly testing to identify best results. In the past, most algorithms appeared to favor keyword density in various sections of the Web page: the title, the keyword meta tag (if the engine reads meta tags), the first 100 words of Web copy (text), and headlines. The emphasis has moved away from a specific keyword density in favor of what is considered excellent or well-written content. So there's nothing left to do but to optimize your pages correctly.
For optimizing page content, I recommend paying attention to these subtasks: keyword selection, keyword placement and coding, quality copywriting, site navigation design, and link popularity.
Last Week to Save on SES London Tickets!
SES London takes place February 10-13, 2014. Learn to engage customers and increase ROI by distributing your online marketing efforts across paid, owned & earned media. Join the leaders of today's digital marketing & advertising industry. Find out more ››
*Saver Rates expire this Friday, Dec 13.
Paul J. Bruemmer is CEO of Web-Ignite Corporation, a search engine optimization (SEO) and positioning provider. Founded in 1995, Web-Ignite has helped promote over 15,000 Web sites and was recognized by ICONOCAST as one of the top 10 most reputable SEO firms. Services include optimization, submission, registration, positioning, monitoring, maintenance, paid-inclusion, and paid-placement management for fixed monthly fees. Recent client testimonials report search engine traffic increased from 150 to 500 percent.
December 12, 2013
1:00pm ET / 10:00am PT