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SpinDistribute.com Article Directory

The following article was published in our article directory on November 27, 2010.
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Search Engine Optimisation: The Keyword and On-Page Approach

Article Category: Marketing

Author Name: Nick Morgan

Search Engine Optimisation (SEO) is the new grounds of competition for internet marketing. It is the technique used by most companies, followed by direct email marketing. The goal of SEO is to generate organic traffic to the website of a company. Organic means that the company does not need to pay Search Engine Sites to display their website links. Instead, they improve the company's website content and architecture.

How does it work?

The company, which is performing SEO, wishes to be placed at high ranks in Search Engine Results Pages (SERPs). If they receive 1st page rankings, they will naturally receive more visitors. Search Engines like Google and Yahoo use bots to index all the websites in the world. They have complex algorithms which are used to measure a website's performance. The crawler's criteria include keyword appearance, usage of links, total web content and design. These robots give a score for your site's "performance." This will be used to determine your rank in SERPs.

The Importance of Keywords

People do not use the company names for their queries in search engines. Instead, they use the name of the product or service that they are looking for. Hence, search engine crawlers do not look for your company's name in your site. It looks for all the words related to the search of the user. Your site's text should be built around that specific keyword or key phrases. This will be a plus-point to your SERP ranking.

Keywords are so important that they are usually found on the website URL. If you are planning to create a website for your company, choose a paid web-hosting service. If you choose a free service, you will have a URL similar to "[email protected]." You will have limited freedom in making a personalized name for your link. Worse, you will not have an independent name for your website. Pay a hosting service and think of a URL that contains your target keyword. Search Engine Optimisation crawlers will give that a plus-point.

On-Page Optimization

Besides keywords, the total architecture of your site is a big factor for crawler scoring. How are your links scattered on your pages? And where to they lead? Several same-page navigation links, though sometimes convenient for users, are not recommended for SEO purposes. They can "confuse" the bots of search engines. Secondly, leaving a dangling link is a mortal sin. A dangling link means that a page has no way out. In other words, the page has no link that will take it to other pages or back to the homepage. When crawlers are inspecting your site, their activity may be terminated due to dangling or orphan links.

Search Engine Optimisation for On-Page elements does not mean stuffing your site with objects. Music, videos and Flash are good visual upgrades for your site, but they can be treated as junk by crawlers. If you will add objects, make sure that the keyword is contained in their tags and meta tags. Remember that crawlers are not appreciative of designs because all they can understand are codes and text.

Keywords: seo services, search engine optimisation

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