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Search Engine Optimization (SEO) is the practice of creating web sites in a manner that allows them to be properly read and indexed by search engines. Search engines send computer programs (known as "spiders," or "robots") to gather information from each web site, and this information, in part, is used to determine the value of each site. Because each search engine uses its own, constantly evolving, algorithm to determine site value, it becomes necessary to present them with the information they seek.
Search Engine Optimization is a process of hard work and implemented knowledge. Although there are tricks by which search engines can be fooled into ranking a site higher, it is inevitable that the engines will discover these tricks and modify their algorithms to catch the sites that employ them. Those relying on tricks are therefore in a constant battle to out pace the search engines, and their competitors, to find and implement the latest and greatest ploys.
On the other hand, those web sites that have been properly built and coded tend to benefit from more stable search engine placement and perform better in the long run. Performing well over long periods of time in search engine listings requires forethought, planning, and patience. The benefit of this is that a well-optimized site should retain high engine listings for quite some time. As search engines continue to tighten up their algorithms in an attempt to catch the "tricksters" they simply solidify the placements of those who build properly optimized sites in the first place.
Because Search Engine Optimization is still an emerging and ever changing marketing technique, there are no absolutes, only "best practices." The following information will provide you with an overview of how to properly optimize a web site for long-term search engine ranking success.
- Keyword Research
- Copywriting
- Building the Site
- Coding the Site
- Submission to the Engines
- Link Popularity and Link Building
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