Web Site Search Engine Optimization

SEO or Search Engine Optimization is the process of making a web site most receptive to what the major search engines want to ensure a high ranking.
The highest positions in the search engines bring in the most traffic to your web site that in turn leads to more conversions and more money.

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How to start your web site search engine optimization?

Optimize your website for the search engines

Pay attention to the relevance of the contents!

There is one thing you should never forget to take into consideration when you write and publish your pages: Never tend to over optimize your contents. If there is no sense in what you are writing, it is less useful to your visitors. Visitors may be distracted because of that, but moreover the search engines will find out about excessive use of keywords (= keyword stuffing) and the like. So always keep in mind that your texts should be relevant and useful to your actual audience.

Pick your main target keywords!

It is essential to find out at least one main target keyword. This is the keyword you would like your visitors to query the search engine for, and eventually see your site on the top of the result page. Your main target keyword should not be a very competitive keyword, if your business just started out. Keyword does not necessarily mean "one" word, but rather a key phrase.
After you have picked your target keyword(s), you should concentrate on optimizing your web site for this keyword(s). This does not mean to stuff your site with the keyword, but rather to keep in mind to mention this keyword from time to time in a relevant sentence.

Optimization for different sections!

Now that you have in mind what you are optimizing for, you can go on with web site search engine optimization on, let's say, your homepage first. Search Engine Optimization is not only done on the texts you are writing. The most important parts of your page are the title, the meta description and the meta keywords, the images ALT attributes, the first body text (beside the other contents as well), the headlines (esp. H1, H2), and the anchor texts of links, amongst others.

Page Title
You should avoid stuffing your page's title with keywords only. This has been a wide-spread technique in past, but nowadays it is considered spamming and you are one step further to being penalized for that. The page's title should include your business and the purpose or main point of the current page (or the website itself). The first 5 words are the most important ones, so try to include one of your main target keywords at the beginning of the tag. Anyway, only do that if the keyword is relevant to the displayed page! Do not put in senseless keywords that cannot be found anywhere else on the page. This is likely to be considered spamming, as already mentioned.
Meta Description
This should also not be stuffed with keywords only. It is best practice to write one or two very relevant sentences that somewhat summarizes the contents of the page. The sentence should be grammatically correct in order to not be considered a spamming sentence.
Meta Keywords
Always keep in mind that you do not put in too many keywords. There are web sites around that use more than 30 keywords that is way too much. Why? Simply because too much keywords decreases the keyword density for your actual target keywords that your visitors should search for in the search engines. Besides, you should order the keywords by relevancy. Start with the most relevant main keyword and eventually finish with the less relevant ones. So your selected main target keywords should appear at the very beginning of this tag. Also keep in mind that you should not list any keywords that never appear on your web site as this may be considered spam.
The ALT attribute of images
Again, spamming is to be avoided in ALT attributes. The ALT attribute has actually been intended to include alternative text that is displayed when the image cannot be shown. You should always keep in mind that the ALT attribute should rather include only one or two keywords that are actually referring to the image. If the image is an adbar, and it has nothing to do with the contents, do NOT put in your main target keyword in the ALT attribute, as this may decrease its relevancy!
Headlines (H1, H2, ...)
It is likely that more weight is put on text that appears in headlines. If your main keywords appear in the headlines, its relevancy may be increased. Anyway, never try to think of wrapping all your body text in one headline tag, this will be of no use for sure and is a way to trick the search engines. Always try to use headlines in a common useful way, as if you were writing an article for a newspaper.
Anchor Text of Internal and External Links
The anchor text apparently play an important way for keyword relevancy too. Having internal links to pages that write something about or related to your main keywords is of great value. Also it is a good practice to embed links in a sentence. Links may receive more relevance by being logically inserted into a sentence. Anyhow you should always have something like a menu for easier use for the human visitor!

Your keyword density

The keyword density is the number of the same keyword compared to the overall body text.
Keyword density does not play such a big role in web site search engine optimization, as it did a year or two ago. However, increasing the keyword density in your body text and the meta keywords can increse the keywords relevancy a bit. Despite of that, never try to stuff your texts with the same keyword several times. A too high density may backfire its relevancy. There exist no perfect keyword density, e.g. 1%, though you should always focus on at least mention your main key word once in a body text.

Initial promotion of your web site

Link Building

If you have not yet promoted your business anywhere, and you are not yet indexed by any of the search engines, this section may be of interest to you. If you are optimizing an established web site and you do not need to do the basic promotion again, take a look at our SEO techniques to find out about several techniques to successfully excel your competitors.

It is best practice to first start to build one-way links to your site, however, it is unlikely that other web sites link to your web site unless you are already trusted or have very quality contents. The best way to achieve your first one-way links is by submitting to SEO friendly web directories that do not require a reciprocal link back to their site.
Before everything else, however, you should first consider submitting your site to the Open Directory Project. This is somewhat very important for new businesses, because it is a very trusted web directory that is constantly updated. It takes weeks or even months to be included in this directory though...
To achieve even more publicity you should try to gain visitors for example by implementing a blog in your website. Blogs are a great way to attract visitors and the search engines, if you update your blog gradually. If you write very quality articles about the area of your business or any other web site, it is even not unlikely that some sites will link to your article's permanent link. These are quality one-way links that increase your link popularity as well.
The next step is to show others that you are an expert in your area. Forums or bulletin boards are the keys to spread your online business or web site. Be active on forums that are relevant to your business, and you'll not only draw the attention of the forum visitors and members, but also draw the attention of the search engines on your signature or relevant threads with your link inside.
Having done the basic promotion you can think of advanced SEO techniques in order to increase your link popularity and quality.

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