The content on your site is the main draw for visitors. Whether your site sells products or simply provides information about services, what brings visitors to your site is the words on the page. Product descriptions, articles, blog entries, and even advertisements are all scanned by spiders and crawlers as they work to index the Web.

One strategy of these crawlers and spiders is to examine just how the content of your page works with all of the other elements ( like links and meta tags ) that are examined. To rank high in a selection of search results, your content must be relevant to those other elements.

Some search engines will de-list your page or lower your page rank if the content of your site is not unique. Especially since the advent of blogs, search engines now are examining how frequently the content on pages is updated and looking for content that appears only on your web site. This doesn’t mean you can’t have static content on your page. For e-commerce sites, the product descriptions may rarely change.

But including other elements on the page, like reviews or product updates, will satisfy a crawler’s requirement that content change regularly. Content is an important part of your site and the ranking of your site in search engine results. To achieve organic SEO, take the time to develop a content plan that not only outlines what should be included on each page of your site, but also how often that content will be updated, and who will do the updates.

One other element you might want to consider when looking at your page content as part of SEO is the keywords that you plan to use. Ideally, your chosen words should appear on the page several times. But again, this is a balancing act that might take some time to accomplish. Next I will try to explain you about keywords and how to use them to improve your search engine ranking.

Keywords are part of your site content, and as such require special attention. In fact, the selection of the right keywords is a bit of an art form that takes some time to master. For example, if your web site is dedicated to selling products for Sport Car, you might assume that “Sport Car” would be a perfect keyword. You might be wrong or right. Selecting the right keywords requires a good understanding of your audience and what they might be looking for when they want to find your web site. People looking for products for sport car could search for “ferrari,” “fast car,” or just “speed car.” It could even be something entirely different, like the name of a product that was featured at the most recent sport car.

Learning which keyword will be most effective for your site will require that you study your audience, but it also requires some trial and error. Try using different keywords each quarter to learn which ones work the best.

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It is also advised that you use a tracking program such as Google Analytics to monitor your web site traffic and to track the keywords that most often lead users to your site.

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The elements that should be considered during an assessment include:

Site/page tagging : The meta tags that are included in the coding of your web site are essential to having that site listed properly in a search engine. Tags to which you should pay specific attention are the title tags and description tags, because these are the most important to a search engine.

Page content : How fresh is your content? How relevant is it? How often is it updated? And how much content is there…? Content is still important when it comes to search results. After all, most people are looking for a specific piece of content, whether it is information or a product. If your content is stale, search engines could eventually begin to ignore your site in favor of a site that has fresher content.

There are exceptions to this generalization, however. And one exception is if your content is, by nature, very rich but not very dynamic. Because of the usefulness of the content, your site will probably continue to rank well. But it is a difficult case to determine. In most cases, fresh content is better.

Site links : Site links are essential in SEO. Crawlers and spiders look for the links into and out of your site in order to traverse your site and collect data on each URL. However,they also look for those links to be in-context, meaning the link must come from or lead to a site that is relevant to the page that is being indexed. Broken links tend to be a large problem when it comes to search engine ranking, so be sure to check that links are still working during the assessment process.

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Site map : Believe it or not, a site map will help your web site be more accurately linked. But this is not the ordinary site map that you include to help users quickly navigate through your site. This site map is an XML-based document, at the root of your HTML, that contains information (URL, last updated, relevance to surrounding pages, and so on) about each of the pages within a site. Using this XML site map will help to ensure that even the deep pages within your site are indexed by search engines.

If you don’t have a site map, you should create one. If you do have one, make sure it is accurate and up to date. You can find an example SEO Assessment worksheet in this Article. Use this worksheet to create an accurate assessment of your web site.

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For many people, the thought of implementing SEO on a web site that includes dozens or even hundreds of pages is overwhelming. It doesn’t have to be, though.

Create Prioritizing pages - Look at SEO in small, bite-size pieces. For example, instead of looking at your site as a whole, look at each page on the site. Prioritize those pages, and then plan your SEO around each page’s priority.

Taking a single page into consideration helps to eliminate the “everything has to happen right now” issue and makes it possible for you to create an SEO plan that will maximize your web site’s potential in the minimum amount of time.

Top priority pages should be the ones that your visitors will most naturally gravitate to, such as your home page, or pages that will generate the most in terms of traffic or revenue. When prioritizing pages, you are also creating a roadmap for your marketing efforts. If three of the pages on your site are your top priority, those three will have the lion’s share of time, capital, and effort when it comes to SEO and marketing.

Create Site assessment - After you have prioritized your site, you should assess where you stand and where you need to be with your current SEO efforts. Again, assess each page individually, rather than the site as a whole. You can learn more about site assessment here.

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Finishing the plan - With the site assessment out of the way, you should have a good idea of what areas need work and what areas are in good shape. Don’t assume the areas that don’t currently need work will always be perfect, however. That’s not how it works. At the least, changes to the pages will require changes to the SEO efforts that you are putting forth; at most they may require that you begin SEO efforts for that page all over again.

This various strategies can be efforts such as submitting your site or pages from your site to directories manually and planning the content you will use to draw search crawlers, publishing an article, or they can be keyword marketing plans or pay-per-click programs you plan to use. Also be sure to include a time line for the testing and implementation of those efforts as well as for regular follow-ups.

Follow-up - Follow-up is also an essential part of your SEO plan. Many people believe they can develop and implement an SEO plan and then just walk away from it. The truth is, however, that SEO is not just a one-time event. It is an ongoing process that requires testing, monitoring, and often re-building.

Give your plan at least three months but no more than six between checkups. Once you create the habit of re-evaluating your SEO efforts on that time schedule, it will be much less time consuming than you assume.

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One of the greatest failings of many SEO plans, is the lack of a clearly defined goal. The goal for your SEO plan should be built around your business needs, and it is not something every business requires. For example, if you run a simple blog, SEO might be more expense than it is worth. But if your plans for that blog are to turn it into a brand, then the simplest of SEO strategies might be just what you need to build the traffic that begins to establish your brand.

If you have a larger business, say a web site that sells hosting plans, one way to increase your business (some estimate by more than 50 percent) is to invest time, money, and considerable effort into optimizing your site for search. Just don’t do it without a goal in mind. In the case of the hosting plan web site, one goal might be to increase the amount of traffic your web site receives. Another might be to increase your exposure to potential customers outside your geographic region.

Those are both good reasons to implement an SEO plan. One other reason you might consider investing in SEO is to increase your revenues, which you can do by funneling site visitors through a sales transaction while they are visiting your web site. SEO can help with that, too.

So before you even begin to put together an SEO plan, the first thing you need to do is determine what goal you want to achieve with that plan. Be sure it is a well-articulated and specifically defined goal, too. The more specific, the closer you will come to hitting it.

For example, a goal to “increase web site traffic” is far too broad. Of course you want to increase your web site traffic. That’s the overarching goal of any SEO plan. However, if you change that goal to “increase the number of visitors who complete a transaction of at least $25,” you are much more likely to implement the SEO that will indeed help you reach that goal.

Make sure the goal is specific and attainable. Otherwise, it is very easy to become unfocused with your SEO efforts. In some cases, you can spend all your time chasing SEO and never accomplish anything. Search engines regularly change the criteria for ranking sites. They started doing this when internal, incoming, and external links became a factor in SEO. Suddenly, every webmaster was rushing to add as many additional links as possible, and often those links were completely unrelated to the site. There was a sudden and often meaningless rise in page links. It wasn’t long before the linking criteria had to be qualified with additional requirements.

Today, link strategies are quite complex and must abide by a set of rules or your web site could be banned from some search engines for what’s called SEO spam, or the practice of targeting a specific element or criteria of search engine ranking, with the intention of becoming one of the highest ranked sites on the Web. If an SEO goal has been established, however, you’re more likely to have a balanced traffic flow, which will improve your search engine ranking naturally.

In addition to well-focused goals, you should also consider how your SEO goals align with your business goals. Business goals should be the overall theme for everything you do with your web site, and if your SEO goals are not created with the intent of furthering those business goals, you’ll find the SEO goals ultimately fail. Be sure that any goal you set for optimizing your site for search is a goal that works well within the parameters that are set by your overall business goals.

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Finally, remain flexible at all times. Get a goal, or even a set of goals. And hold tightly to them. Just don’t hold so tightly that the goals get in the way of performing great SEO activities. SEO goals and plans, like any others, must be flexible and must grow with your organization. For this reason, it is always a good idea to review your SEO goals and plans periodically — at least every six months, and quarterly is much better.

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Search engine optimization is essentially the science of designing your web site to maximize your search engine rankings. This means that all of the elements of your web site are created with the goal of obtaining high search engine rankings. Those elements include:

• Entry and exit pages
• Page titles
• Site content
• Graphics
• Web site structure

In addition to these elements, however, you also have to consider things like keywords, links, HTML, and meta-tagging. Even after you have all the elements of your page optimized for search-engine friendliness, there are other things to consider.

For example, you can have all the right design elements included in your web pages and still have a relatively low search engine ranking. Factors such as advertising campaigns and update frequencies also affect your SEO efforts.

All of this means that you should understand that the concept of search engine optimization is not based on any single element. Instead, search engine optimization is based on a vast number of elements and strategies. And it is an ongoing process that doesn’t end once your web site is live.

SEO is a living, ‘breathing’ concept of maximizing the traffic that your web site generates, and because it is, that means that it’s a constantly moving target. If you have ever played a game of Whack-a-Mole, you can understand how difficult search engine optimization is to nail.

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Search engine optimization is much the same concept. Search engines are constantly changing, so the methods and strategies used to achieve high search engine rankings must also change. As soon as that little mole pops up in one hole, he disappears and then reappears in another. It’s a frustrating game, but given enough time and concentration, you can become very good at it.

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Primary search engines - A primary search engine is the type you think of most often when search engines come to mind. Some index most or all sites on the Web. For example, Yahoo! Google, and MSN are primary (also called major) search engines. Primary search engines will generate the majority of the traffic to your web site, and as such will be the primary focus of your SEO efforts. Each primary search engine differs slightly from the others.

For example, Lycos has been around much longer than Google, yet Google is the most popular search engine on the Web. Why is that? Most likely because people find that, when searching the Web, Google provides better search results.

The difference in those search results is all in the search algorithm used to create the search engine.
Most primary search engines are also more than just search. Additional features such as e-mail, mapping, news, and different types of entertainment applications are also available from most of the primary search engine companies. These elements were added long after the search was established, as a way to draw more and more people to the search engine. Although those features don’t change the way people search, they might affect which search engine people choose.

Secondary search engines - Secondary search engines are targeted at smaller, more specific audiences, although the search engine’s content itself is still general. They don’t generate as much traffic as the primary search engines, but they’re useful for regional and more narrowly focused searches. Examples of secondary search engines include Lycos, LookSmart, Miva, Ask.com, and Espotting.

Secondary search engines, just like the primary ones, will vary in the way they rank search results.
Some will rely more heavily upon keywords, whereas others will rely on reciprocal links. Still others
might rely on criteria such as meta tags or some proprietary criteria.

Secondary search engines should be included in any SEO plan. Though these search engines might not generate as much traffic as the primary search engines, they will still generate valuable traffic that should not be overlooked. Many users of secondary search engines are users because they have some loyalty to that specific search engine.

For example, many past AOL users who have moved on to broadband Internet service providers still use the AOL search engine whenever possible, because it is comfortable for them.

Targeted search engines — sometimes called topical search engines — are the most specific of them all. These search engines are very narrowly focused, usually to a general topic, like medicine or branches of science, travel, sports, or some other topic. Examples of targeted search engines include CitySearch, Yahoo! Travel, and MusicSearch, and like other types of search engines, ranking criteria will vary from one to another.

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When considering targeted search engines for SEO purposes, keep in mind that many of these search engines are much more narrowly focused than primary or secondary search engines. Look for the targeted search engines that are relevant to your specific topic (like mortage, sports, vacation, and so on).

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For example, one of my friends searches the Internet using the same words and phrases he would use to tell someone about a topic or even the exact question that he is trying to get answered. It is called natural language. Another, however, was trained in search using Boolean search techniques. She uses a very different syntax when she is creating a search term. Each of them returns different search results, even when each is using the same search engines.

The characteristics of search refer to how users search the Internet. This can be everything from the
heuristics they use when creating a search term to the selection the user makes (and the way those
selections are made) once the search results are returned. One interesting fact is that more than half
of American adults search the Internet every time they go online. And in fact, more people search
the Internet than use the yellow pages when they are looking for phone numbers or the locations of
local businesses.

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This wealth of search engine users is fertile ground for SEO targeting. And the better you understand
how and why users use search engines, and exactly how search engines work, the easier it
will be to achieve the SEO you are pursuing.

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5. 3 Different Types Classifications of Search Engines

Location : Location doesn’t refer here to the location (as in the URL) of a web page. Instead, it refers to the location of key words and phrases on a web page.

So, for example, if a user searches for “wordpress plugin,” some search engines will rank the results according to where on the page the word “wordpress plugin” appears. Obviously, the higher the word appears on the page, the higher the rank might be. So a web site that contains the word “wordpress plugin” in the title tag will likely appear higher than a web site that is about wordpress plugin but does not contain the word in the title tag. What this means is that a web site that is not designed with SEO in mind will likely not rank where you would expect it to rank.

Frequency : The frequency with which the search term appears on the page may also affect how a page is ranked in search results. So, for example, on a page about wordpress plugin, one that uses the word five times might be ranked higher than one that uses the word only two or three times. When word frequency became a factor, some web site designers began using hidden words hundreds of times on pages, trying to artificially boost their page rankings. Most search engines now recognize this as keyword spamming and ignore or even refuse to list pages that use this technique.

Links : One of the more recent ranking factors is the type and number of links on a web page. Links that come into the site, links that lead out of the site, and links within the site are all taken into consideration. It would follow, then, that the more links you have on your page or leading to your page the higher your rank would be, right? Again, it doesn’t necessarily work that way. More accurately, the number of relevant links coming into your page, versus the number of relevant links within the page, versus the number of relevant links leading off the page will have a bearing on the rank that your page gets in the search results.

Click-throughs : One last element that might determine how your site ranks against others in a search is the number of click-throughs your site has versus click-throughs for other pages that are shown in page rankings. Because the search engine cannot monitor site traffic for every site on the Web, some monitor the number of clicks each search result receives.

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Type 1 : List search – A list search algorithm searches through specified data looking for a single key. The data is searched in a very linear, list-style method. The result of a list search is usually a single element, which means that searching through billions of web sites could be very time-consuming, but would yield a smaller search result.

Type 2 : Tree search - Envision a tree in your mind. Now, examine that tree either from the roots out

or from the leaves in. This is how a tree search algorithm works. The algorithm searches a data set from the broadest to the most narrow, or from the most narrow to the broadest. Data sets are like trees; a single piece of data can branch to many other pieces of data, and this is very much how the Web is set up. Tree searches, then, are more useful when conducting searches on the Web, although they are not the only searches that can be successful.

Type 3 : SQL search - One of the difficulties with a tree search is that it is conducted in a hierarchical manner, meaning it’s conducted from one point to another, according to the ranking of the data being searched. A SQL (pronounced See-Quel) search allows data to be searched in a non-hierarchical manner, which means that data can be searched from any subset of data.

Type 4 : Informed search - An informed search algorithm looks for a specific answer to a specific
problem in a tree-like data set. The informed search, despite its name, is not always the best choice for web searches because of the general nature of the answers being sought. Instead, informed search is better used for specific queries in specific data sets.

Type 5 : Adversarial search - An adversarial search algorithm looks for all possible solutions to a
problem, much like finding all the possible solutions in a game. This algorithm is difficult to use with web searches, because the number of possible solutions to a word or phrase search is nearly infinite on the Web.

Type 6 : Constraint satisfaction search - When you think of searching the Web for a word or phrase, the constraint satisfaction search algorithm is most likely to satisfy your desire to find something. In this type of search algorithm, the solution is discovered by meeting a set of constraints, and the data set can be searched in a variety of different ways that do not have to be linear. Constraint satisfaction searches can be very useful for searching the Web.

These are only a few of the various types of search algorithms that are used when creating search engines. And very often, more than one type of search algorithm is used, or as happens in most cases, some proprietary search algorithm is created. The key to maximizing your search engine results is to understand a little about how each search engine you’re targeting works. Only when you understand this can you know how to maximize your exposure to meet the search requirements for that search engine.

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Part 1. The query interface : is what most people are familiar with, and it is probably what comes to mind when you hear the term “search engine.” The query interface is the page that users see when they navigate to a search engine to enter a search term.

For example, Yahoo! Search, allows users to personalize their pages with a free e-mail account, weather information, news, sports, and many other elements designed to make users want to return to that site to conduct their web searches.

Part 2. crawlers, spiders, robots – The query interface is the only part of a search engine that the user ever sees. Every other part of the search engine is behind the scenes, out of view of the people who use it every day. That does not mean it is not important, however. In fact, what is in the back end is the most important part of the search engine.

If you have spent any time on the Internet, you may have heard a little about spiders, crawlers, and robots. These little creatures are programs that literally crawl around the Web, cataloging data so that it can be searched. In the most basic sense all three programs — crawlers, spiders, and robots — are essentially the same. They all “collect” information about each and every web URL.

This information is then cataloged according to the URL on which they are located and are stored in a database. Then, when a user uses a search engine to locate something on the Web, the references in the database are searched and the search results are returned.

Part 3. Databases - Every search engine contains or is connected to a system of databases, where data about each URL on the Web (collected by crawlers, spiders, or robots) is stored. These databases are massive storage areas that contain multiple data points about each URL.

The data might be arranged in any number of different ways, and will be ranked according to a method of ranking and retrieval that is usually proprietary to the company that owns the search engine.

Part 4. Search algorithms – All of the parts of the search engine are important, but the search algorithm is the cog that makes everything work. It might be more accurate to say that the search algorithm is the foundation on which everything else is built. How a search engine works is based on the search algorithm, or the way that data is discovered by the user.

In very general terms, a search algorithm is a problem-solving procedure that takes a problem, evaluates a number of possible answers, and then returns the solution to that problem. A search algorithm for a search engine takes the problem (the word or phrase being searched for), sifts through a database that contains cataloged keywords and the URLs those words are related to, and then returns pages that contain the word or phrase that was searched for, either in the body of the page or in a URL that points to the page.

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