The Basics of Search Engine Optimization

Keyword rich HTML title tags, body text, and back-links are most important for good search engine rankings. Search engines have different ranking algorithms – Google’s algorithm seems to favor good linking more than Yahoo!’s. Yahoo!’s algorithm seems to favor lengthy, keyword rich body text more than Google’s. MSN’s algorithm is more “traditional.” Generally, if you have optimized title tags, body text, and back-links you should fair well in major search engines. Good title tags should be brief and targeted to the same keywords as the body text. The body text should be focused on a few keyword phrases and provide good information. Everything should target the same phrases with variations and related terms that make it obvious to search engines what the page is about. You can find phrases to target in your site’s pages by using keyword tools like Wordtracker. Besides title tags and body text, there are other elements factored into rankings: internal linking structure, alt text on image links, and “freshness” of content are a few. Probably the most important factor, however, are back-links.

Back-links: The Key to SEO

Back-links are key to SEO. Having reputable sites link to yours with keyword rich anchor text will do the most work to improve the rankings of your site and increase traffic. There are several ways to get good back-links; here is a handful:

• Buy them from sites/directories relevant to yours. Search engines are probably giving less weight to bought links, but they still bring in direct traffic and improve rankings.
• Request additions to free directories.
• Offer link exchanges with sites that have related content and have good reputation with the search engines.
• Write articles, submit them to informational sites, and add a link in a bio about the author.
• Create useful, catchy content that naturally gets linked to.
• Create useful, catchy content and ask people to link to it.
• Submit press releases with useful information.

How search engines see your site depends heavily on the quality of links pointing to it.

What to Avoid When Optimizing a Site for Search Engines

Complete search engine optimization involves knowing what search engines do not see. Frames, Flash, JavaScript, images, and other popular web design elements can cause problems for rankings if they aren’t used correctly. Splash pages, sites done completely in images, framed sites with a single URL for multiple page versions, and navigation hidden in Flash are all common examples of bad design for SEO. Creating a site with visible content is typically necessary for good rankings.

It is also important to avoid well-known tactics that once upon a time increased rankings, despite their spammy nature. Hiding text, masking content, and creating gateway pages can raise red flags with the search engines. Linking into “bad neighborhoods” can also hurt rankings. Spamming search engines isn’t typically done on accident; most webmasters don’t have to worry about it.

SEO Basics: Summary

Search engine optimization takes time. Organize your site to lead search engines to the most important pages first, avoid spammy tactics, and create a design that is adaptable for future growth. Create visible content that is keyword-focused and linked to from reputable sources, and wait. Eventually you’ll get improved rankings. It takes time to establish a site as a reputable one. Waiting is a big part of search engine optimization.