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Search engine optimization (SEO)
is the process of improving the visibility of a website or a web page in a
search engine's "natural," or un-paid ("organic" or
"algorithmic"), search results. In general, the earlier (or higher
ranked on the search results page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's
users. SEO may target different kinds of search, including image search, local
search, video search, academic search,news search and industry-specific
vertical search engines.
As an Internet marketing
strategy, SEO considers how search engines work, what people search for, the
actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may
involve editing its content and HTML and associated coding to both increase its
relevance to specific keywords and to remove barriers to the indexing activities
of search engines. Promoting a site to increase the number of backlinks, or
inbound links, is another SEO tactic.
The acronym "SEOs" can
refer to "search engine optimizers," a term adopted by an industry of
consultants who carry out optimization projects on behalf of clients, and by
employees who perform SEO services in-house. Search engine optimizers 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 and
site content, SEO tactics may be incorporated into website development and
design. The term "search engine friendly" may be used to describe
website designs, menus, content management systems, images, videos, shopping
carts, and other elements that have been optimized for the purpose of search
engine exposure.
The
effectiveness of SEO may be measured by the position of a web site on a Search
Engine Results Page (SERP) when searching for a certain keyword, or by web
analytics Key Performance Indexes (KPIs)How Search Engines Work
The first basic truth you need to
know to learn SEO is that search engines are not humans. While this might be
obvious for everybody, the differences between how humans and search engines
view web pages aren't. Unlike humans, search engines are text-driven. Although
technology advances rapidly, search engines are far from intelligent creatures
that can feel the beauty of a cool design or enjoy the sounds and movement in
movies. Instead, search engines crawl the Web, looking at particular site items
(mainly text) to get an idea what a site is about. This brief explanation is
not the most precise because as we will see next, search engines perform
several activities in order to deliver search results –crawling, indexing, processing, calculating
relevancy, and retrieving.
First, search
engines crawl the Web to see what is there. This task is performed by
a piece of software, called a crawler or a spider (or
Googlebot, as is the case with Google). Spiders follow links from one page to
another and index everything they find on their way. Having in mind the number
of pages on the Web (over 20 billion), it is impossible for a spider to visit a
site daily just to see if a new page has appeared or if an existing page has
been modified, sometimes crawlers may not end up visiting your site for a month
or two.
What you can do is to check what
a crawler sees from your site. As already mentioned, crawlers are not humans
and they do not see images, Flash movies, JavaScript, frames,
password-protected pages and directories, so if you have tons of these on your
site, you'd better run the Spider Simulator below to see if these
goodies are viewable by the spider. If they are not viewable, they will not be
spidered, not indexed, not processed, etc. - in a word they will be non-existent
for search engines.
Er Ratnesh Porwal
Software Engineer
On Line Assistence :
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