Basics of Search Engine Optimisation (SEO)

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					                                                 Presented by Daniel Toriola

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                                         Basics of Search Engine Optimisation (SEO)
                                                                By Lijo George

   What is SEO?

 Search Engine Optimization is a step by step process in which a web site is optimized to the
expectations of Search Engines.

What is the relevance of Search Engines in Internet Marketing?

 Search Engines are the link between the customer and the product. They prioritise the websites
according to their relevance to the key word searched and thus direct the stream of customers to
different websites. Today studies show that almost 95% of the customers are finding their products
using Search Engines which means a site which is not listed in a Search Engine or ranking low in a
search engine is likely to get no customers at all.

What is the need of SEO?

 SEO is most relevant for online sellers and service providers. The purpose of creating a web site is to
get people visit it and to get customers. 95% of the customers are using Search Engines to find what
they want. There may be a hundred or thousand websites dealing with the same topic in internet. The
search pattern of customers shows that most of them refer only the first one or two pages while
searching for a product. So if a website is not positioned in the first two pages of the Search Engine it
is less likely to get any customers. This shows the importance of optimizing a web site. If a website is
positioned in one of the first two pages of search results it can have lot of customers. The more the
SERP (Search Engine Ranking position) you have the better.

How SEO is done?

 Search Engine Optimization is a step by step procedure. The working of each Search Engine is based
on a specially made algorithm which ranks web sites according to certain factors like keyword density,
number of back links etc. In SEO theses qualities of websites are optimized so that the web site ranks
better in search results. The first step to be done in optimizing a web site is Keyword Analysis ie,
finding the right keyword for which the site is to be optimized. The keyword for a web site depends on

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                                              Presented by Daniel Toriola

many factors. It depends on the purpose of the web site, what the web site sell, the service it provides,
the nature of its business etc. For example for a web site selling laptops the most appropriate keyword
may be “buy laptops”. After analysing the keywords the second step is Competition Analysis. Here the
competition for each keyword is analysed and the strategy of the competitors are found out. Consider
the above example. In internet there are lakhs of websites selling laptops. So naturally the competition
for this keyword “buy laptops” is pretty high. On seeing the strategy of the competitors who are already
occupying the top positions in Search Engines one can calculate the work needed to improve his
website’s ranking position. It is always better to know what your opponents are doing. After knowing
this much one can start his works like link building, PPC advertisement, Content Optimization etc.

 Cutting through the competition and getting high in the Search Engines is not an easy task. It takes
time and effort. Only dedicated people can get good results through SEO. Seeing the vastness of its
opportunities there are many companies dedicated for providing SEO services. Their services can be
made available a any time. For a web site SEO is as important as its design and contents.

The author is an SEO consultant from

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                                                                                                                                    Page 2
                                             Presented by Daniel Toriola

       Search Engine Optimisation – Helping Your Website Climb the Search Engine Results
                                                             By Helen Cox

Search engine optimisation, known in short as SEO, is considered to be one of the most cost effective
promotional tools in the marketing sector and when you think about the fact that 85% of your
customers will have most likely found your site via a search engine or a directory then you will
appreciate how important good SEO is to get your business ranked highly in the search engine results.

 The term SEO refers to search engine optimisation and search engine optimisers, who are a team of
industry of consultants who carry out optimisation projects on behalf of clients, and by employees who
perform SEO services in-house. Search engine optimisers 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, SEO tactics may be
incorporated into web site development and design. The term search engine friendly may be used to
describe web site designs, menus, content management systems, URLs, and shopping carts that are
easy to optimise.

 The practice of search engine optimisation is all about making sure that the website evolves and
grows. The way of doing this is by modifying both the internal and the external aspects of a site in
order to increase the traffic that a site receives from search engines. Search Engine Optimisation
(SEO) is a very broad field, with various aspects encompassing a variety of disciplines ranging from
Web design and development to public relations.

 Below are just a few examples of the main aspects that are involved in the search engine optimisation

• Meta-tagging

• Re-writing your URLs

• Image optimisation

• Page Rank sculpting

• Copywriting

• Web usability

• Branding

 As the Internet has grown into the competitive market that it is today it has become an essential way
of increasing revenue and generating commercial success online. This commercial success is best
achieved through the process of search engine optimisation; however the use of SEO should include
the latest ethical techniques, which is known as white hat SEO. This white hat SEO produces results
that last a long time. It is about creating content for users not search engines. In many ways SEO is
similar to web development that promotes accessibility and it is not just about following guidelines. As

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with all things white hat SEO has an opposite, known as black hat SEO. Black hat SEO attempts to
improve rankings in ways that are disapproved of by search engines. Search engines may penalise
sites they discover using black hat methods, either by reducing their rankings or eliminating their
listings from their databases altogether. Such penalties can be applied either automatically by the
search engines' algorithms, or by a manual site review.

 Search engine optimisation is about more than fixing Meta information and writing content; it’s about
research and analysis. You need to know what a website should display and then apply this to the site
to give it the best possible chance of succeeding within the search engine results.

Helen is the web master of Search Solutions, specialists in all aspects of performing

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                                                Presented by Daniel Toriola

Related eBooks:

Search Engine Optimisation – Helping Your Website Climb the Search Engine Results
SEO - Don't Let Your Website Get Banned
How Search Engine Optimisation Should Be Done
Just What is Search Engine Optimisation?
Building An Optimised Web Site That People Will Stay On

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