Search Engine Optimization, or SEO, is a complex process that is not easy to master for beginners and most often requires some amount of training or consultancy. SEO aims at improving the volume and quality of site visitors to a site or a particular web page in search engines. SEO targets free traffic rather than paying traffic or direct traffic. SEO works towards improving the ranking of a site or web page in various search engines like Google, Yahoo, MSN, Ask Jeeves, AOL, and many others.
Various methods are employed in SEO to improve the rankings of websites in search engines like Google, Yahoo, MSN, and others. Some of the popular techniques used in SEO are using keywords, arranging and structuring the contents of a web site, creating a site-map, inserting external URL links, meta tags, reciprocal linking, directory submission, link building, link exchanges, and directory submission. All these techniques help in improving the volume and quality of site traffic. Some of the techniques also help in improving the ranking of a particular website on the natural search results page (SERP) of major search engines like Google, Yahoo, MSN, and others.
A search query is a request made by a user based on certain parameters such as the location, the query text or content, the search term, and the search relevance. The text or content of a web page is the most important element that is used by search engines to categorize a website. The other elements like the web address, the page title or hyperlink name, image tags, keywords, and Meta tags constitute the content of the web pages. The appearance of the web page is also important to attract search engines.
One of the main components of SEO is the use of internal links. Internal links are links that are internally related but not visible to the visitors. These are called outbound links. These are very important for improving the position of the website in search engines results.
With the introduction of PPC advertisements by Google, the importance of SEO has increased manifold. Google started offering advertising services for PPC campaigns in the year 2008. Among all the advertising services, Google AdWords is the most widely used by marketers. Google AdWords helps to determine the most appropriate keywords for a particular product or service and also helps in creating ads related to search queries that appear on search engines. According to research done by experts, it has been found that Google AdWords advertisements can improve the number of clicks by as much as 40 percent.
In spite of so much technological advancement, SEO techniques are known to yield better results when implemented correctly. SEO has to adhere to certain rules and regulations laid down by the major search engines such as Google, Yahoo, and MSN. The rules and regulations laid down by Google are especially meant to reduce the burden on the ranking of websites and allow them to focus on providing quality service or content.