An Overview Of Search Engine Optimization

Search Engine Optimization (SEO) is the practice of building a website so that it is given a top position in search engine results

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There are two criteria for SEO: On-Site Criteria, which is the structure of the website itself, and Off-Site Criteria, which is based on a combination of the quantity, importance and relevance of links from other websites. There is also some importance given to the age of the website domain name.

The best way I have found to describe SEO is as a set of layers, with the broadest scope at the top. Each of these layers needs to be set up with a specific focus, to give a clear picture to the search engines as to what the site is about.

Internet Focus - Also called Off-site Criteria or Link Building, involves focusing the influence of other websites at your own site, by building links from as many relevant and important sites as possible.

Website Focus - Each website must be focused around a specific theme. If your website is about "fine art" then each page should be about some aspect of fine art, and also the website domain name should contain the words "fine art".

Page Focus - Each page must be focused around a topic related to the website theme. The page must be properly structured by tagging and labeling the areas that are used as markers by the search engines, such as the file name, page heading, title, META tags, body text and hyperlinks. You can also help give a page focus by linking to it from other pages on the site.

Image Focus - Images, as well as videos and graphical elements related to the topic, must also be correctly labeled. An image needs to be labeled in the file name, the ALT description tag and also with a caption below or next to the image on the page.

Using all of these SEO methods together will give the search engines the clearest possible picture of what the site is about. Also the search engines expect to see growth in both On-Site and Off-site criteria over time, so you should plan to regularly expand the site with related content and more links from other related websites.

by: Lou Bradbard

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