Search engine optimization

Search engine optimization aims to index and improve rankings for the webpages which are most relevant to the keywords searched for according to the algorithm of each search engine (an algoirthm is basically a mathematical formula used by the search engines to determine which results to show and which order to show them in). The relevant pages are returned in search engine result pages(SERPS). In order to optimize a webpage, one needs to include the keyword phrase in question, as well as relevant variations, in the ad copy of the webpage as well as in appropriate places within the HTML code (such as the Title Tag and Meta Tags). In addition, there are certain stylistic changes which can help one optimize a page for the search engines (such as placing a keyword in bold or italics or in a numbered or bulletted list). It is important to remember that genuine search engine optimizers are basically marketers who keep their target market in mind as much as the search engine algorithms (a lot of which is known purely empirically). Therefore, while we call this process search engine optimization, good marketers will note that their focus is to optimize their web page for the search engine user, who is their target audience. At one time it was believed that the density of the keyword was an important ranking factor, but today that view is not generally held among SEO proffesionals. Keyword density is the number of times that a keyword appears per every hundred words on the page.

In order to further fine tune the pages and keep them user and search engine friendly, the architecture of the website, including its internal link structure, navigation etc., are also suitably modified for human beings and search spiders to navigate through whole website pages. Search spiders then can scan all necessary data about the whole site and store it in the search engines' data base. A good navigation systems has other benefits also, such as helping to improve user experience.

Both the number of inbound links to the site as well as the 'quality' of the links heavily influence the rankings of a site in the search engine. The definition of a 'quality' link is evolving in response to people's attempt to artificially influence the search engine results by obtaining large numbers of 'irrelevant' links to their sites. Today search engines look at the relationship between the site being linked to and the site linking to it to determine whether or not their content is relevenat and whether or not they are owned by the same person. Other factors that the search engines take into consideration when evaluating the quality of a link is the quality and quantity of incoming links into the linking site and whether or not there is any relationship between the site receiving a link and the incoming links of the site giving a link. This is done in order to prevent people from creating artificial link networks wherein someone craetes a number of sites all of which cleverly link to one's main site. Algorithms are evolutionary and strives to develop every day in an attempt to provide the most relevant & useful pages to the users and strike out the websites that trick them and attain higher positions for a while.

These processes are known as Organic or Algorithmic Search Engine Optimization (SEO) of websites. Search engine optimization takes time and, as such, many sites make use of Pay-per-Click (PPC) marketing to market their website without having to wait for the results of Organic SEO. However, organic search results tend to get viewed and clicked on more than pay-per-click ads and thus it usually more advantagous to show up in the natural search results rather than the payed search results. There are, though, advantages to showing up in both.