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If you have a website, you may have wondered why you have a difficult time finding yourself on the Internet. The fact is, there are literally billions of web pages out there. Search engines such as Google, Fast, Inktomi, etc., attempt to locate and categorize these pages in order to serve up relevant web sites to web surfers looking for information on a particular subject. Search engines use highly sophisticated formulas for identifying which websites will be displayed, and in what order, for any given search. Search engine optimization is intended to increase the chances of a website to achieve high rankings in the search engine results, thereby increasing the number of web surfers that actually find and visit the web site.
Search engine optimization is most effective when implemented at the conception of the website design process, but can be applied to an exisiting website as part of an update. The first step is to develop a list of terms that protential visitors are likely to enter into the search engine when looking for information relevant to the website. Careful attention is paid to the content and layout of the web site's material, includng the use of such elements as headings, bold or italic fonts, and use of graphic images, keeping these search terms in mind. The underlying HTML code is also developed with an eye to the targeted search terms. Once the website is completed it must be submitted to the various search engines. Finally, a program of creating high quality inbound links from other websites is undertaken, as most of today's search engines favorably rank those websites that are linked to by other websites.
Yes. In order to be effective however, you must be prepared to invest a significant amount of time in learning about search engines, as well as keeping abreast of the most recent developments in the field. Search Engine optimization also requires a sound knowledge of HTML, CSS and web browser technology.
Save your money. The fact is that over 90% of search engine referrals are generated by only a few major search engines. And, the major search engines are involved in complex and ever-changing relationships with each other. Submitting to major search engines like Google, Fast, Inktomi and Alta Vista, and listing in appropriate directories such as DMOZ, will get a website listed in almost every return generated by a search engine request.
This is a half truth about search engine optimization. While there are programs offered by search engines that charge, good search engine rankings are possible to obtain without investing money for traffic. The most common paid options today are "Pay For Inclusion" (PFI) and "Pay Per Click" (PPC). For example, Overture is a PPC search engine that requires subscribers to bid on search terms. For highly competitive search terms the price may be as high as $20 for every click through from a visitor. Inktomi, on the other hand, offers a program which charges a flat fee for inclusion in their listings. A person knowledgable in search engine optimization knows that there are effective ways to avoid these charges and still maintain high rankings in the major search engines. That being said, one advantage to paying for listings is the guaranteed postions that are attainable, and the speed with which these rankings can be attained. For a person considering this course it is important to establish clear goals and conduct a thorough analysis of the return on investment.
Search engines have become very sophisticated. Very few search engines pay attention to the key word meta-tags any more. Tricks, such as invisible text, run the very real risk of resulting in a website's complete removal from the search engine listings.
One of the many factors that search engines look at in ranking a website is the number of other websites that link to it. In this sense, trading resipricol links with other sites is helpful in improving search engine rankings. However, as search engines become more sophisticated, it appears that recipricol links are no as helpful as they once were. It is important that a website contain content that is of high enough quality to gain links from web sites purely for the information that your website offers.
There are a number of resources on the Internet about optimizing a website for good search engine ranking. Try to get as up to date information about search engines and search engine optimization as possible. Here are a couple of resources to get you started:
You can also use any search engine to find additional information about search engine optimization and web design.