SEO is an abbreviation of the term Search Engine Optimisation. SEO , in short, is the process of optimising a website both on-site (this involves modifying the actual website) and off-site (involves other websites) to make it perform better in search engine rankings. The higher you are in in the search engine results pages (Also known as SERPs) the more traffic and leads you will obtain from your website.
On-site search engine optimisation involves modifying certain aspects of the website itself that will help improve rankings. Some of the main things that are modified are:
- Titles
- Descriptions
- Keywords
- Tags
- Website content to increase keyword density
- Increasing effectiveness of navigation
From a search engine perspective, Search Engine Optimization is the process of making web pages easy to find, easy to crawl and easy to categorize. From a webmaster perspective, Search Engine Optimization involves not only that, but also to make those pages rank high for certain keywords or search terms.
To produce relevant search results, search engines must keep their ranking algorithms secret. As webmasters and search engine optimization professionals learn to predict search engine behavior, search engines need to evolve and update their algorithms to stay always one step ahead of the most savvy webmasters and SEO's if they want their results to remain relevant.
Off-site search engine optimisation is just a process of link building for your website. It involves building keyworded links to your website through various methods. Link building is the most important factor in good SEO of a website. It not only builds a good relationship with the search engines but the keyworded links give them a good idea of what is on your website and what it should rank for.
Proof that off-site is extremely important is in the keyword “click here”. Google ‘click here’ and you will see that the number 1 result is Adobe. Nowhere on that site are the words ‘click here’ but everyone links to the adobe website saying something like ‘Click here to download adobe reader’. All those people linking with that text pushed Adobe to number 1 without ever needing those keywords on the site.
Doesn’t matter how pretty your website is, without proper optimisation it could perform hopelessly in the search engines.
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