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Search Engine Optimization (SEO) – An Introduction

Search Engine Optimization

Search engine optimization (SEO), also known as Search engine optimization is the method by which the visibility of a webpage or a website can be controlled by the search engine`s natural (un-paid) or organic search results. Generally, all sites which rank higher on major SERPs are more frequent in search results and it brings in a lot of visitors from the internet users. Various types of search including local search, image search, video search, news search, academic search as well as industry-specific vertical search engines are targeted by Search Engine Optimization (SEO).

With respect to the Internet marketing strategy, Search Engine Optimization (SEO) takes into account the way, in which search engines operate, what people prefer to search for, the frequently typed keywords, the most preferred search engines, etc. It involves modification of HTML, content, and related codes to increase the significance of certain keywords and bye-pass the hindrances associated with the indexing of search engines. Another tactic associated with Search Engine Optimization (SEO) is the promotion of sites to boost the count of backlinks (inbound links).

It is not so simple to optimize a website for search traffic.

It is very important to know the most common, three reasons for failure associated with a Search Engine Optimization (SEO) campaign.

Poor Prioritization of the Workflow

You have to know that, always there are certain things that you can do on your website to make it more visible to search engines. The problem lies in identifying the important things and differentiating them based on their prominence.

Time Sinks

Many of the activities dedicated to continually optimizing the site for search engines are redundant and tiring. Make sure that you do not get discouraged by the mundane process.

Lack of adequate Information Search Engine Optimization (SEO) campaign needs a lot of groundwork and it may take long enough to see fruitful outcomes as opposed to pay-per-click marketing strategies. Hence, gathering accurate information at the beginning of your campaign or redesigning your site to achieve your goals is always recommended.

Two of the main time sinks in SEO are:

keyword research for SEO: Organizations will invest a lot of time to identify the right keywords which are conversion-friendly to bring in traffic adding relevancy to their business.
Content Structuring and Information Architecture Design: Finding out an info architecture design for web content that is search friendly is a tedious process that involves a lot of conjecture.

Methods of Search Engine Optimization


The search engine giants, such as Yahoo, Google, and Bing make use of crawlers to index pages using search algorithms. Pages that are linked from pages indexed by other search engines do not require submission as they are automatically indexed.
DMOZ and Yahoo directory, the two major web directories both need manual submission as well as manual editorial reviews. Google Webmaster Tools provided by Google has a feature for XML Sitemap feed creation and submission to make sure that every page is found, especially those that were not discovered automatically, and this service is for free. Yahoo! used to have services for paid submission which ensured crawling. But this was retired in 2009.

Prevention of crawling:

To prevent contents that are not desirable in search indexes, webmasters could direct spiders to bye-pass specific directories and files by editing the robots.txt file which resides in the root folder of the domain. Moreover, by making use of robots specific Meta tags, a web page can be explicitly removed from the database of search engines.

Boosting the Significance:

Interlinking between web pages within the same website to generate more links that point to the most relevant pages will increase visibility. Writing up those contents which contain the most frequently searched keywords will increase relevancy as well as pull in website traffic. Keeping the contents updated at regular intervals will engage search crawlers to go through your site and keep it alive. The addition of significant keywords to the metadata of web pages such as meta description and title tags will increase the site`s relevancy in search listings. The normalization of URLs of a web page which can be accessed via several URLs, by making use of 301 redirects as well as canonical link elements helps ensure that links point to various versions of URL, all of them add value to the link popularity of the web page.

Different Kinds of SEO

Search Engine Optimization (SEO) is divided into two sections, the white hat Search Engine Optimization (SEO) and black hat Search Engine Optimization (SEO). White hat is a positive SEO tactic, while black hat deploys not-so-positive methods. Yet there are many differences in opinion about the above-mentioned kinds of search engine optimization techniques.

Services in SEO

Lots of SEO services are available that help you to improvise your website`s natural search engine ranking. They include link building, on-page optimization, content development, web design, and search engine-friendly architecture design.

Who does SEO Suit?

From an outside perspective, the best method to market a website is through search engine optimization which pulls in traffic. But this sort of dealing with Search Engine Optimization (SEO) has resulted in many companies as well as individuals investing a lot of money without deriving fruitful results.

What could SEO Achieve?

With respect to organic search engine rankings, there is plenty of misleading information about what could be achieved through a Search Engine Optimization (SEO) campaign. You should have a realistic idea of what these campaigns could accomplish in short term, midterm as well as long term, and then design your strategies based on this.