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Search Engine Optimization

What Is Search Engine Optimization ?
Search Engine Optimization – Refers to methods to increase the “Natural or Organic” search engine results, ON-Page (Contents optimization) and OFF-Page (Code And Link Building) Optimization.

Know Your Site Current Statistics.
Website Page Rank, Back-Links, Index Pages, DMOZ and Yahoo (Dir Submissions)

Know Your Top Ten Competitors.
By searching a mainly targeted keywords in search engine including the top ten listed website for such keywords.

Keyword Research
The search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI). Digital-Point is a very good place to do your research.

Keyword Density
Calculate the ratio of the number of occurrences of a particular keyword or phrase to the total number of words in a page.

On-Page Optimization (Content Optimization):
On-page Optimization is the process of changes or modifications of various elements in a Web page such as keywords, title, Meta tags, heading so that search engine crawlers could easily locate the Web pages.

Basically the main motive of on-page optimization is just to make Web Page relevant to search engine so that search engine crawlers may find each Web pages quickly but it never guarantees search engine ranking. However, off-page optimization is done with an motive of securing good search-engine ranking and this process is effective when a Web page is well optimized on-page.

Mentioned below are some of the on-page optimization factors:

Title Tag Optimization
Meta Tag Optimization
Heading Tag Optimization
Alt Tag Optimization
Content Optimization
Css And Javascript Codes Optimization

1. Title Tag Optimization

Title tag is the HTML tag used to define the text at the top line of Web browser. Title tag is the most important factor as it tells search engine what the page is all about. Based on the title tag, search engine crawl the Web pages, so if title tag is irrelevant or unfocused, it will directly influence search engine ranking.

Listed below is few Title tag optimization process:

Keyword is the most important factor of search engine optimization, so make sure to accommodate most relevant keywords in title tag.
Title tag must be short and highly informative. Major search engines can accept title-tag of approximate 60-90 characters.
Inclusion of company name in title tag is inappreciable and if it can be used if it can attract traffic to your website.
Title tag must be different for different Web pages and must contain relevant keyword that details the Web page.

2. Meta Tag Optimization

It is a tag in the HTML that provides information in a Web document and it is often used by search engine to index a Web page. The Meta tag is placed at the top of the HTML in a Web page as a heading and it provides information like author, date of creation or latest update for the page and keywords which indicate the subject matter. Two most important Meta tag for search engine indexing are the keywords Meta tag and the description Meta tag. People may consider that Meta tag is the key that give good search engine ranking but it is not always true but it is worth mentioning that some search engine use Meta tags in ranking process as well as in displaying the search results.

How to Optimize Meta Tags

Meta tags include title, description, keywords, so use of Meta tags must be relevant to your website.
Use targeted keyword in description and stuffing of keyword lead to penalty or ban of website.
Use important Keyword or Phrases at the begging of description in order to be noticed by search engine even if they does not consider description portion for indexing.

3. Heading Tag Optimization

Another important on-page optimization factor is Heading Tag. Search engine considers it mostly when indexing a Web page. Header tag is important for visitors also, since heading tag tells both search engine and visitors what the content is all about.

Heading tags are represented as <h1> to <h6>. <h1> is considered the most important tag by search engine and <h6>, the smallest and the least important.

Example of header tag is:

<h1>search engine </h1><br>
<h2>search engine optimization</h2><br>
<h3>search engine services</h3><br>

It is suggested to add specific keywords related to your business theme in heading tags and it is better to use keywords that are used in title and Meta tags. Keyword rich heading tags is preferred by major search engines but over stuffing of keywords can again put you in trouble.

Tips to optimize Heading Tag

Each Web page is designed to represent different aspects, so at least 2-4 heading tags such as <h1>, <h2>, <h3>, <h4> on each page of your website.
Header tag must contain specific keywords related to your business in addition to some additional text that better describes your Web contents.
Add highly relevant keywords in <h1> tag, as it is weighted most than other heading tags.
Analyze the relevancy of your keywords and place most important keyword in <h1> tag, less important to <h2>, further less important to <h3> and ultimately least important keywords to <h6>.

4. Alt Tag Optimization:

Another Important Factor for On-page Optimization Alt / Image Tag

Alt tag generally means the alternative tag. It is the HTML tag that tells search engine what the images are all about. Since search engines can not read text embedded in images, so alt tag tells search engines what the images are all about. In addition, alt tag is helpful for visually impaired individuals to understand the objective of images. Images can create problems for indexing a Web page but website without any image will become uninviting and void. So while making a website you can not only target search engines but the outcome will be generated through visitors. So your website must be search engine friendly and it must be appealing to visitors. In such a situation, alt tag is the best option to add more beauty to your website.

Alt Tag optimization Tips

Use alt tag for all images and make sure to incorporate most relevant keyword in your alt tag.
Use keywords that are present in title tag, Meta tag and body text.
Use 2-3 specific keywords rather than the repetition of keywords.
Use plural keywords in alt tag.
Alt tag should not be long and must not exceed more than 7 words.
Do not make irrelevant alt tag that are distantly connected to images instead use keywords that directly explain the images. For example, if you are selling mobile-parts and your image shows the same then your image name should be "mobile-parts.gif" instead of "software.gif."

5. Content Optimization

Content is often regarded as the heart of a website. Good design and easy navigation should be coupled with flawless content that are enriched with business oriented keywords and key phrases.

People have misconception that more the keyword density better the content will be, but the Web experts believe that how densely you use the targeted keywords, if user can not make out anything by reading it, they will never turn to a potential buyers. So keywords must be proportionately incorporated with closely knitted words which make a constant flow of ideas and creates a clear picture of your business process in people’s imagination.

Content management is equally important from both user and SEO point of view. Content in header tag, title tag and description tag must be optimized well with specific keywords so that it is easily found and indexed by search engines, at the same time, people must find the content readable and very informative.

6. Web Content Writing

People often visit the website but they hardly read the Web document word by word, rather they scan the pages by looking up eye-catching words or sentences. Various Web research have revealed that 79% of the Internet users scan the web pages and only 16% will read Web pages word by word.

Unlike, writing for print media, Web content must be written with great care. To make the content more digestible to site visitors, it should be made more precise and highly informative.

Web surfers obviously stay on a page for a brisk moment. To make them stay for long and read the contents, effort must be paid to make the contents more attractive with some graphics and great text. Micro-content is an important part of Web content writing and it must be made very carefully. Micro-content includes headlines, subheads, link text and navigation bar text, it should be well explanatory and include not more than 40-90 characters.

Few parameters which can make Web content more effective are listed below:

• Highlighted Keywords
• Meaningful sub-headings
• Information listed in bulleted form
• Each paragraph explaining a single idea
• Precise and informative content (not lengthy)

7. CSS and JAVASCRIPT Code

Add CSS codes and move JAVASCRIPT codes if found on web pages if they are repeats in all pages.

Off-Page Optimization:
Off-page optimization is an effective part of search engine optimization and it is done with an aim of achieving good search engine ranking and increase traffic to the website.

Off-page and on-page optimization is in great coherence with each other because off-page optimization is effective only if a Web page is well optimized on-page. Some of the vital off-page optimization factors are as follows:

Link Building
Types of Link Building
Anchor Text Optimization
Article Submission
Directory Submission
Search Engine Submission
Blogs/Forums Submission

1. Link Building

Building link with potential partners is a vital part of search engine optimization. Link building helps achieving link popularity which means the number of quality inbound links pointing towards your website. Search engine often looks up link popularity before indexing a website and link popularity is obtained through link building.

Link popularity is a deciding factor for online business success but at the same time it is a difficult task too. Search engine wants inbound links from authoritative sites having same business objectives rather than unimportant and useless sites and often consider the useless links as spam and penalize the website.

In the process of link building, analyzing link of close competitor is also essential. Analyzing their link, how they have widened their network and which way they are working also brings some values to the website.

2.Types of Link Building

There are plenty of links that can be built while doing online business; few of them are listed below:

i) Authority Link-

It relate to building link with related websites. It can be done for good search engine ranking, increasing link popularity and attracting more traffic to self-owned website.

ii) Directory Link-

It is the process of building a link with few well-known directories like Yahoo.dir, MSN and business.com in order to find niche directories.

iii) Reciprocal Link-

It is the process of exchanging links based on some agreement between two trusted websites who shares the same business interest with an aim of increase website traffic and link popularity.

iv) One-Way Link-

It is the process of link building where link is built with some website on their interest, without getting connected back to that website. It is also called inbound link, which is highly important for link popularity.

3. Anchor Text Optimization

What is Anchor Text?

Anchor text is the hyperlinked text found on a Web page which link site users to detailed page that contains full information about the linking page. For example, consider link search engine optimization, when you put the cursor on the link and click on it, it will show the hidden

URL:http://www.midassoft.biz/seo-india/search-engine-marketing-india.php. This visible hyperlink is called Anchor Text.

Importance of Anchor Text Optimization

Anchor text optimization is a process of optimizing Anchor text using keywords that link to different pages that contains related content. Anchor text optimization is mainly done in order to secure higher search engine ranking.

Anchor text optimization can be done externally and internally. External anchor text involves getting inbound links form other websites, directories, forums and blogs using necessary keywords as anchor text. Internal optimization of anchor text can be done by using specific keywords on the links that link the various pages within the website. If Anchor text is used wisely it can help a website rank high in search engine. One can optimize a Web page with targeted keywords in the form of anchor text and link it with various related pages within the site and thus, increase the relevancy of a web page in search engine ranking.

Anchor text optimization is an important off-page optimization factor as it tells search engine what the linking page is all about. Among the search engines Google gives more weight to anchor text and Google Page rank being the targeted issue, Anchor text optimization becomes an unavoidable subject.

You can use anchor text in:

. External links - links from other sites
. Internal links - links on your pages
. Navigation maps
. Links on your home page

4. Article Submission

Article submission is the newest way of off-page optimization process. An article rich in specific keyword is prepared and URL of self-owned website is attached at the end of the article. Then the article is submitted to famous article presenting website, there begins the publicity of your website. In a short span of time, you will receive new and potential buyers in an easy and effective manner.

5. Directory Submission

Web Directories Definition

Web directories are Web search tools that are manually arranged by human editors. Directories contains list of websites that are thoroughly checked, categorized in different relevant subject categories that gives actual information to information seekers. Web directories are usually smaller than search engine database because it is handled by human editors and not by any software or search engines spiders.

Directory Submission Vs Search Engine

Directory submission is a crucial process associated with search engine marketing. When a website is build, optimized well on-page and off-page, then it is submitted to directories and search engines for indexing in their directory list or database. Submission is necessary to make your website public, viewed by general people or information seeker and ultimately attracts more traffic to website, increase sale of products and services and turn them to regular buyers.

Search engine on the other hand, sort the website with the help of software program called spider or WebCrawler. Search engines often prefer to submit their websites to directories and prefer to list websites from directories because in directories, websites are manually checked, reviewed and passed through the desk of editors. These websites are enriched with keywords, have one-way link which is vital for search engine ranking.

6. Search Engine Submission

The act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

7. Blogs/Forums Submission

With both blogs and forums, you can post a comment and reply to other comments, thus developing discussions.

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