The Effectiveness of SEO Objectives for Optimal Business Results
Search engine optimization is the process of systematically changing and building
a site so that the search engines deem to be relevant to the keywords you are targeting, so you get high rankings and therefore traffic and sales.This is something of a blackart, with so many rumors, misguided truths, opinions and self-proclaimed 'gurus' out there that it is a wonder anyone actually gets anywhere with their sites! You need to find a source of information you trust, take in all they tell you and start to implement it on your sites. Then you will learn what works and what doesn't for YOUR sites in YOUR market. There is no magic pill, what works for one site for various reasons does not work on another.
The core of SEO though is to make a relevant site, so all on-topic with your market. Build quality content, make sure the title of the page and its meta description tag have the keyword you are targeting in, make sure your webpage has the keyword in a few times, then build plenty of targeted links to the pages of site.
Those are the basics, they have helped me to get hundreds of people from the search engines to my sites with little effort, but once you are up and running you will need to start learning about things such as good and bad neighborhoods, themed links, the commercial intent of your keywords, and many more things to make sure you stay on top of the game and keep your rankings!
One important point to remember is that SEO is a long-term game, you don't play for the short-term or you'll only get short-term profits. So don't rush at the start or you might ruin things, don't go for the 'quick buck' and try some new method to 'trick' the search engines, that just won't work for long!
If you try to cheat the search engines they will catch you, you have to befriend them instead. Provide quality to the visitor, take your time, never use even slightly blackhat methods (anything to try and cheat the search engines) or you will eventually get caught. If you do that then hopefully over time your traffic should increase massively as long as you keep up your efforts.
Another key factor in your ranking efforts is something people ignore far too often, the inner game of SEO, how your website is laid out. Everyone at the moment is so concerned with how many links they are getting to their site they overlook this important factor.
How you lay your site out can have a huge effect on your rankings, if you link the internal pages together or not, if you 'silo' your content - so there are basically multiple silos of information all separate but on the same site (like having a dog site but having one section just on poodles that only links to poodle information).
Another important thing people miss is that they go to all this effort to get links into their site, if they get the correct ones then this passes minute amounts of pagerank (a measure by Google of how popular your site is) to their site through the links from another site, but then they inadvertently pass that out again when they link to someone else!
This is known as 'Pagerank Bleeding' and if you cap it you can help your site rank better by retaining all the pagerank you worked so hard to get. To cap it all you need to do is find any links either going to external pages OR internal pages you don't need to rank for anything (like the sitemap, or the 'about us' page) and add the code rel="nofollow" to the code for the link, this should then stop Google passing pagerank through that link.
It is these little things that can set you apart from the competition, this means if you have the same amount and quality of links as your competitor, and everything else is equal (it never is!) then you would rank better as you have a better site structure and hopefully a higher pagerank!
The Effectiveness of SEO Objectives for Optimal Business Results
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