Search engine optimization – commonly abbreviated to SEO – is the process whereby a
web site, or more specifically a web page or document, is constructed or amended in such
a way as to improve its placement in the search engine results pages or SERPs. Search
engine optimization should not be seen as an end in itself. It is a function that should be
undertaken to improve the overall commercial performance of a web site.
Good search engine optimization will ensure that a page appears higher in the search
engine results for a range of relevant, specific and valuable search terms or queries. The
simple objective of SEO is to generate more valuable web site traffic. The achievement of
a higher ranking against relevant search terms has commercial value for a web site
because it will attract more traffic than a lower ranking. In an increasingly crowded
online environment, search engine optimization is therefore a crucial online marketing
discipline.
The role of SEO is to legitimately influence the process of improving rankings. There are
few genuine guarantees of a top placement, particularly for highly competitive search
terms. Good SEO will improve a web site’s ranking across a range of selected terms.
However, any process whereby a search engine is illicitly manipulated in order to
guarantee a high placement is referred to as spamming.
The successful execution of a search engine optimization project requires skills in the
areas of analysis, research, planning, copy writing and communication. A comprehensive
search engine optimization project is divided into four interrelated phases.
Understanding your organisation’s online business strategy
Researching your market category, customers and competitors
Keyword research and selection
Writing content – Body copy, titles, image tags, outbound links that reflect and
enhance keywords.
Building internal links – Helping the search engines navigate the site
Site design and construction - Ensuring the web page utilizes design and code that
can be properly crawled and indexed by the search engines.
3. Off-site activities – Building a portfolio of quality inbound links to your web site.
4. Post –site activities – Analyzing and responding to site traffic and user feedback
once a web site has been optimized. Effective SEO is a continuous activity.
web site, or more specifically a web page or document, is constructed or amended in such
a way as to improve its placement in the search engine results pages or SERPs. Search
engine optimization should not be seen as an end in itself. It is a function that should be
undertaken to improve the overall commercial performance of a web site.
 |
| SEO |
Good search engine optimization will ensure that a page appears higher in the search
engine results for a range of relevant, specific and valuable search terms or queries. The
simple objective of SEO is to generate more valuable web site traffic. The achievement of
a higher ranking against relevant search terms has commercial value for a web site
because it will attract more traffic than a lower ranking. In an increasingly crowded
online environment, search engine optimization is therefore a crucial online marketing
discipline.
The role of SEO is to legitimately influence the process of improving rankings. There are
few genuine guarantees of a top placement, particularly for highly competitive search
terms. Good SEO will improve a web site’s ranking across a range of selected terms.
However, any process whereby a search engine is illicitly manipulated in order to
guarantee a high placement is referred to as spamming.
The successful execution of a search engine optimization project requires skills in the
areas of analysis, research, planning, copy writing and communication. A comprehensive
search engine optimization project is divided into four interrelated phases.
1. Pre-site activities – The research and planning activities undertaken before an
existing or new site or page is actually touched or built. Understanding your organisation’s online business strategy
Researching your market category, customers and competitors
Keyword research and selection
2. On-site activities – The activities directly involved in the content and design of
web pages.
Writing the title, description and keyword meta tags Writing content – Body copy, titles, image tags, outbound links that reflect and
enhance keywords.
Building internal links – Helping the search engines navigate the site
Site design and construction - Ensuring the web page utilizes design and code that
can be properly crawled and indexed by the search engines.
3. Off-site activities – Building a portfolio of quality inbound links to your web site.
4. Post –site activities – Analyzing and responding to site traffic and user feedback
once a web site has been optimized. Effective SEO is a continuous activity.
Grim Roy
E-mail:grim.royx@gmail.com
skype:grim.roy1
web:http://www.grimslab.com/
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