Search Engine Optimization
Search Engine Optimization (SEO) is a process that makes a website search engine friendly and helps the site rank well in the search engine’s listings.
When a site has been constructed with optimization in mind, search engine “spiders” (also called “bots”, short for robots) can find the site and “read” its pages easily. The information gathered will then be transmitted back to the Search Engine and the website will be properly categorized in the Search Engine’s database.
What are “organic listings?”
Organic listings are the search engine’s “free” listings. Search engines also serve up “paid” listings. Google’s paid (or sponsored) listings typically appear on the top and right-hand side of the browser window.
What does it mean to “rank well”?
To rank well means that your website appears at or near the top of the organic listings that come up in response to a relevant search engine query.
The organic listings’ results are completely automated. You can’t pay for a Number 1 listing—your site will rank based on its merits. Furthermore, Google imposes a waiting period for new sites or newly optimized sites. It typically takes 2-6 months for your site to rise to it’s natural position.
What are SEO Principals for Construction and Content?
They include:
There are other steps that can be taken either by you or by us. A link campaign is an example.
Link Campaigns
The search engines have a variety of automated techniques they use to select the results they serve up in response to a search query. One of the variables they measure is the quantity and quality of incoming links (i.e. websites that have linked to your site). The theory is that if outside sites have chosen to link to your site it must mean your site’s content has merit. Google in particular favors information-heavy sites.
A link campaign involves researching relevant and complementary websites and requesting a posting or link exchange. (Relevance is critical—getting a whole bunch of unrelated sites to link to your site will not yield positive results.)
Link campaigns take time, and the results aren’t instantaneous. But over a period of months, a good link campaign will help raise your site’s rankings for your selected search terms.
Hence, SEO involves both the construction of the website and its content.