Search engines help users find what they’re looking for, to make sure they list the best results. They look for signals of popularity, authority, relevance, trust, and importance. SEO or Search Engine Optimization is also called organic or natural results, involves optimizing websites to achieve high rankings on search engines for certain selected keywords and key phrases.
Generally, techniques used for optimizing on any one search engine will also help efforts across others. How do search engines work? According to online advertising, Google, the largest search engine in the world, as Page Rank relies on the unique democratic nature of the web by using its vast link structure as an indicator of an individual page’s value.
In essence, Google interprets a link from page A to page B as a vote by page A, for page B. But Google looks at more than the sheer volume of votes or links a page receives. It also analyzes the page cast the vote. Vote cast by pages that are themselves important weight more heavily, and can help other pages important. There are two main strategies in SEO.
On-page optimization is achieved by making changes to the HTML code, content and structure of a website, making it more accessible for search engines, and therefore, easier for users to find.
Off-page optimization is focused to build links back to the website, and covers activities like social media and digital PR. So, SEO is an extremely effective way of generating new business or new users to your website.
It is a continues process, and a way of thinking how search engines see your website(s). And how users use search engines to find your website or content. So, SEO is a fairly technical, but we can think about it for marketing in these ways in online advertising.
Now there is a great demand for SEO professionals and experts in the job market. An excellent real time working knowledge in online marketing with a university program in search engine optimization can have a huge difference.
MAIN AREAS IN SEO
We need to have search engine friendly website structure to compete in online advertising. We have to have well researched list of key phrases. The content is to be optimized regularly to target those key phrases. Again, remember, content is king!
Now we need to think about link popularity. This relates back to the content and making sure that key things are linked. Finally, though definitely last but not least, we have user insights. Users are at the center of our user experience, and therefore at the center of our traffic.
- Search engine friendly website structure
- Well researched list of key phrases
- Content optimized to target those key phrases
- Link popularity
- User insights
Those who want to achieve the best results must follow the best standard practices of online advertising. It is also important to make sure there are direct HTML links to each page you want the search engines to index. The most important pages should to accessible directly from the homepage of your website.
How content is planed and laid out has important usability and SEO implications. Users want to find what they are looking for quickly and easily, while the website owners want the search engine spiders to be able to crawl and index all applicable pages.
If your information architecture follows the best practices, both sides win. Another technical challenge to the search engines is Flash. Most part of search engines struggle with flash sites. The best way to avoid this is to use HTML5 instead. It provides a similar interactivity and visuals, but can be found by search engines.
SEO KEY PHRASES
When we look at the key phrases, we need to consider a few different things. Which are as follows below.
There is search volume, how many searcher’s are using that phrase to find what they want? For example, there are 338 million users per month looking for hotel, but only 6,600 searches per month per Cape Town Waterfront hotel.
It helps to investigate how many other websites are looking at your key word or key phrase. How many results come up when you search for hotel? How about when you search for Cape Town Waterfront hotel? So again, you get few results for the more specific the phrase is.
PROPENSITY TO CONVERT
We also need to look at weakness to convert. So, what is the likelihood that a searcher using a key phrase is going to convert on your site? A conversion is defined as a desired action taken by a visitor to your site. It doesn’t necessarily have to be a purchase, may be it’s just inputting an email address for email updates, or something like that.
VALUE PER LEAD
And then we have the value per lead. What is the average value per prospect attracted by the keyword? Difference in terms like budget or luxury in a search can illustrate the changing value per lead. So, if we think about our hotel examples, searching for budget hotel versus luxury hotel, obviously you might the more value from the person using luxury.
KEY PHRASE RESEARCH
Let’s take a look at how we can research for the key phrases. First, brainstorm. What are ways that you would describe your business or website? We also here have to think about popular misspellings and synonyms. Then we gather data. Survey your customers or look at your website referral logs. See what keywords and key phrases are popping up there. And finally, use a keyword research tool. See the tools of the trade section of the text for examples of these tools. Some of them are free to use and are available for your use.
OPTIMIZING KEY PHRASES
Let’s look at optimizing our content for Key Phrases in SEO.
Here, you can use the key phrase in the title of the site as close to the beginning of the text as possible.
H1 HEADER TAG
In your h1 header tag, use the key phrase here and in as many h tags you can.
Use the key phrase at least three times. If there’s a lot of copy, and it makes sense to do so, you can use it more often.
At least once use bold for the keyword.
Take a look at to your URL. Try to use the key phrase in your page URL.
There’s the Meta description. Use the key phrase here at least once, which should entice users to click through.
LINK ANCHOR TEXT
You’ve got your link anchor text. Use the keyword and the anchor text of pages linking to your site.
And finally, your domain name. If possible, use the key phrase or right there in the domain name.
Links are important in SEO, as they allow the spiders to find your site more easily. So, how to get more links pointed at your site? Check out the following points with reference to online advertising.
Create excellent, valuable content that others want to read. You’re probably tired of hearing, but content is king. You’ve gotta have that content that’s drawing the users.
TOOLS THAT OTHERS CAN USE
Create tools and documents that others want to use.
Sometimes, you can create games, particularly those that people will want to play more than once.
SOFTWARE AND WIDGETS
And finally, you can capitalize on software and widgets. If you do these, people will spread these tools and entertaining games and widgets around the web for you.
THINGS TO AVOID
Of course, there are things NOT to do as well. These are from Google specifically, but since it’s the largest search engine, they’re basically standard practice.
AVOID HIDDEN TEXT/LINKS
You must try to avoid hidden text and links.
DON’T USE HIDE OR TRICKY REDIRECTS
You don’t wanna use hide or tricky redirects.
DON’T SEND AUTOMATED QUERIES TO GOOGLE
Don’t sent automated queries to Google, and don’t load pages with irrelevant keywords.
DON’T CREATE MULTIPLE PAGES/SUB-DOMAINS
Don’t create multiple pages and sub-domains with largely duplicated content.
DON’T CREATE PAGES THAT CONTAIN MALICIOUS BEHAVIOR
Don’t create pages that contain malicious behaviors.
AVOID DOORWAY PAGES
Avoid door way pages and link farms. Basically, don’t try to fool search engines.