Basics of Search Engine Optimization

By Prasad Shejale

  • March 20, 2008,

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a powerful web marketing tool used to optimize your website in order to get quick traffic and better page ranking. SEO involves modifying design and content by copywriting visible and invisible text to improve search engine reading.

There are two important aspects of Search Engine Optimization (SEO):

  • On-Page Optimization – Process defining the on-page activities, involved to maximize the website performance for target keywords, to make it a relevant content heavy page.
  • Off-Page Optimization – Process defining the off-page activities, involved to maximize the website performance for target keywords, related to the on-page content and keywords in off-page direct-links.

So, if your website is keeping low page rank and you are getting low rate on return, you must engage a SEO service provider. This will improve the quality of your deliverable and increase the return of investment.

Search Engine Optimization (SEO) Process

The aim of search engine optimization is to understand search algorithms along with knowledge of user needs from your website. The goal is to create a search-friendly site holding data/keywords that a particular user would like to search for in your site. Following are a few parameters that the SEO experts focus on:

  • Website Link Structure –hyperlink, internal/external links
  • Sitemap
  • Dynamic Variables Search Engine compatibility
  • Meta Tags
  • Content
  • Back Links
  • Broken Links

An SEO expert Company analyzes the website on these parameters and derives a solution highlighting the key concerns. As a part of the contract the SEO service provider incorporates the relevant changes in the links and texts keeping the core content same. The success of the process lies in the increase in popularity of your website.

Key Benefits of Search Engine Optimization

Search Engine Optimization (SEO) with its numerous benefits has become a low cost advertising methodology with high return rate. Some of the SEO benefits are

  • Increased targeted traffic
  • Increased brand visibility
  • Higher sales
  • Increased return on investment (ROI)

Another key benefit of the SEO service is its cost-effectiveness. A well optimized website maintains a good ranking for a long term.

Search Engine Optimization (SEO) and Pay Per Click (PPC)

SEO and PPC compliment each other. Good SEO helps to reduce the PPC cost. A well-designed website with crawler-friendly design and text reduces the cost of pay per click advertising.

Optimization of the website through SEO leads to strict keyword relevancy thus reducing a lot of unauthorized visitors to the site. This improves the quality score for the site. Quality score effects your keywords minimum cost per click and position in the search results. One of the important factors for quality score is to have relevant landing page. Google has to know that the relevant Keywords are used on those pages. It also decides if you ad will show at all!

Relevant visitors due to good content/keyword optimization roll-in good conversions. Conversions in turn bring you great sale and good money.

Also improving your search traffic with strong SEO allows you to reduce your dependence on PPC traffic. That saves money!

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