So What's The Big Deal About
Search Engine Optimization (SEO)
And Why Do You Gotta Have It?

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

This gives a website web presence. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience.

Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design.

The Relationship Between SEO 
Search Engines, And Your Website

By 1997 search engines recognized that webmasters were making efforts to rank well in their search engines, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords.

Early search engines, such as Infoseek, adjusted their algorithms in an effort to prevent webmasters from manipulating rankings.

Due to the high marketing value of targeted search results, there is potential for an adversarial relationship between search engines and SEO service providers. Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, chats, and seminars.

Site Explorer provides a way for webmasters to submit URLs, determine how many pages are in the Yahoo! index and view link information.

Bing Toolbox provides a way from webmasters to submit a sitemap and web feeds, allowing users to determine the crawl rate, and how many pages have been indexed by their search engine.

Getting You Quickly And
Properly Indexed With Proven
Search Engine Optimization Secrets

The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results.

Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click.

Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review.

Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.

How To Get Your
Website More Visibility 
Over The Long Haul

A variety of methods can increase the prominence of a webpage within the search results.

Cross linking between pages of the same website to provide more links to most important pages may improve its visibility.

Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site.

Adding relevant keywords to a web page's meta data, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic.

URL normalization of web pages accessible via multiple urls, using the "canonical" meta tag or via 301 redirects can help make sure links to different versions of the url all count towards the page's link popularity score.

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