Basics of Search Engine Optimization

Understanding how you can get a substantial increase in “free” website traffic through basic search engine optimization begins with the fundamentals. These recommendations assume a site does not possess any technical issues that may cause a search engine to avoid indexing it or not indexing it properly. That’s a topic for another article.

First, what is search engine optimization? Also known as “SEO,” search engine optimization can be defined as a set of methodologies aimed at improving the visibility of a website in search engine listings. If you have a website, no one will find it unless you promote it. Promotional opportunities for a website vary and should include both offline and online tactics.

On the Internet, the most common way for users to find websites is through search engines. A recent study shows more people are using search engines than the Yellow Pages to find vendors. Search engines work by “crawling” the Internet, following known links to find updated pages and new websites, and saving copies along the way.

The information from the saved web page text is analyzed by sophisticated algorithms that assign values for categorization and ranking. Additionally, the linking relationship of the indexed site is compared to similar sites and communities of sites. Even though there are many variations in types of websites and search engines are constantly refining their ranking methodologies, there is a common set of rules to follow for better search engine placement.

Do Your Keyword Homework

You can gain important insight into what types of phrases are used to find your type of website with keyword research tools. Wordtracker.com and Overture.com offer free tools for this purpose. As you categorize and create content, keep keywords in mind.

Use Keywords in Title Tags

The title tag is critical for a search engine to understand and rank a page. Ensure each page of your website includes a unique, keyword-rich, descriptive, and readable title tag of 8-10 words. Example: “XYZ Company Widgets – Blue, Green & Black widgets in all sizes.”

On-page Text

Use a version of your title tag on the visible page of your site — the higher up on the page, the better. A keyword-rich tagline will also do. This is important for both search engines and your site visitors.

Content Is Good, Fresh Content Is Better

Plan to add new pages of content regularly. New pages should follow a theme and be placed into categories. If you sell “widgets,” then regularly add product reviews, press releases, customer comments, how-to information, etc. Incorporate “widget” related keywords in the title tags, on-page titles, and descriptive text on the new content being created. Search engines will give a preference to sites that offer new content over time.

Link In, Link Out

All major search engines use incoming and outgoing links to measure a site’s popularity, with a preference for incoming links from authoritative and information-rich websites. Ask distributors, marketing partners, and clients to link to your site using keyword-rich link text and descriptions.

For example, if you sell red widgets, the link text might be “Company XYZ Red Widgets” and link to the page on your website that offers the best information on “red widgets.” Avoid exchanging links with other sites that have nothing to do with your industry. You might consider avoiding link exchanges altogether. Link to other websites related to your content, such as industry associations, organizations, manufacturers, publications, articles, etc.

Link Smart

Linking the pages within your site is important, especially if you can link keywords in a sentence to another page that provides more detail. Example: “Company XYZ offers a complete range of widgets for every occasion or event.” where “widgets” is linked to your widgets product page. This applies to links within your site’s pages and links from other websites.

Make a Map

Make it easier for a search engine to find all the pages of your website by including a sitemap. A sitemap page is a collection of plain text links to all the major web pages of your website. Do not place more than 100 links on one page. It works best to link to the sitemap from the home page.

Avoid JavaScript Links

Most search engines do not follow JavaScript links such as mouseover images and drop-down and foldout menus. If you cannot avoid using these types of site navigation, offer an alternative text navigation area at the bottom of your pages.

To Submit or Not to Submit?

While Google, Yahoo!, and MSN offer free submission forms, the fastest way for your site to be included in a search engine is to be linked by sites that are already in. Rather than pay a service to submit your site, pay for a press release and have it submitted through an online newswire service. Include links to your company website in the release, and each website that publishes the release becomes a link to your company. Take the time to research and submit to important directories such as DMOZ.org and Yahoo! directory.

Monitor Your Progress and Have Patience

Competitive phrases and new websites can take 2-6 months to see an improvement in rankings. Mature sites in niche categories may only take weeks to see initial progress. Measure your site rankings, unique visitors, and conversions — and watch for trends. Fluctuations are common, but sudden, persistent drops or spikes require further investigation.

Companies that have implemented even the most basic sitewide tactics often experience increases in traffic of 100 percent to 500 percent in six months, depending on the situation.

Overall, ensure your site is easy for search engines to find and crawl. Ensure you use keywords in titles, on the page, and in links — but don’t overdo it. Never stop finding other websites that will provide a one-way link to your site and add new content regularly. Follow these steps, and in time you may see much better rankings and sales.