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Search engines are used by 90% of all online users to research products, services, find out information and look for things of interest.

If you have a website, then it makes getting ranked highly in the search engines an important step to take. If you aren’t sure what Search Engine Optimization or SEO is all about, then these 12 points should help you to understand it better, as well as giving you an idea of the philosophy, approach and methodology of SEO and the industry surrounding this.

Search engines are used by 90% of all online users to research products, services, find out information and look for things of interest.

If you have a website, then it makes getting ranked highly in the search engines an important step to take. If you aren’t sure what Search Engine Optimization or SEO is all about, then these 12 points should help you to understand it better, as well as giving you an idea of the philosophy, approach and methodology of SEO and the industry surrounding this.

Content, content and more content

Quite simply – high quality, professional, copywriting that is SEO focussed is one of the most crucial factors of your SEO campaign. All search engines allocate sites a rank and index them based on content placed upon each site page. Once you have a good understanding of the conventions of SEO and you have done some thorough research you can target a particular market more effectively and propel your site to the top of the “SERP’s” (Search Engine Result Pages) – using search engine approved methods to get you in front of your target audience.

Analyze Web Logs

While there are many who suggest that SEO is more of an art than a science, there are undoubtedly steps you can take to achieve success. If you take a scientific approach and methodically track the results of your efforts, this process of checking and then checking again, will help you to achieve success through an analysis of the sites logs. It really doesn’t matter how carefully you have put together your strategy for success, without measuring your results and closely analysing what is going on with your site, then you can’t be 100% certain who your site visitors are and what they’re doing on your site. Don’t be alarmed at this however, as there are a number of specialized software programs and tool out there that make this analysis easy to manage.

Ranking on Google, or any other search engine cannot be guaranteed

Such a guarantee is almost impossible to live up to – so if you’re getting SEO assistance be wary of those who make such promise. Chances are they are going to deliver a number one rank for such an obscure phrase (like, “left-handed, nickel plated asparagus peelers”) that are simply irrelevant or unlikely to ever be searched for. The other option is they simply have no intention of standing by their guarantee. They might even have some sort of ‘insider position’ at Google – but they’re not going to keep it long once someone finds out what they’re up to! Or it might simply be that they plan to take your money and then split – leaving you with nothing to show for a hefty outlay of money.

Some things are just straight out overkill!

The bottom line is that you don’t have to be listed on 50,000 different search engines. Take a good hard look at any consultancy that wants to list you in this many different places, because you want to consider if there is any genuine benefit in this. If there is a search engine that gets 8 hits a day and specialises in searches for green absinthe fairies then do you really need to be listed with them? The reality is that around 85% of the search engine traffic out there comes from just one of the four major search engines. Those four in turn account for more than 90% of all traffic. With that many results coming from just one search engine – then you’re better off working with someone that can get your site found by the major players, either through links from an established website or, even better, from a quality directory.

Pay-Per-Click is not the same as SEO

The difference between strategic SEO campaigns and PPC is that the former when implemented effectively creates results that, whilst slower, are longer lasting and continue to generate traffic and even increase the amount generated over time. With the correct optimization of a site there is only a need for a little fine-tuning from time to time – usually related to changes in the business rather than changes in the search engines. In terms of cost versus ROI, SEO continues to create results long after the consultant has been paid. PPC is undoubtedly one way of creating traffic and sales, but it is by no means the only way. The bottom line is that pay-per-click campaigns still bring in relatively low conversion rates and they cease to be effective as soon as the “pay” part of the equation is over with.

SEO is not witchcraft, black magic or hocus pocus

There are no secret societies, special ceremonies or other rituals that will create results once you are ‘initiated’ into the inner circle. Nor are there any “classified” practices that a reputable SEO consultant daren’t reveal to a ‘mere mortal’, under oath or to their nearest and dearest! The net was built in a spirit of cooperation and ease of access for everyone, free from ‘dark secrets’ that dare not be revealed. SEO equally is an open process that can be learned and if you have contracted a reputable SEO consultancy, then it is not unreasonable to expect a full list of how and why they are spending your money and the benefit of these things. If you feel the person you have hired is being overly secretive or generally unwillingness to explain why things are – then you should question why. There are some technical points that might require further clarification by the SEO expert, but if they are worth the money you are paying, then they’ll do this and help you understand the complete situation and explain why they are billing you for particular things.

DIY for site SEO

Yes, it is possible to carry out your own SEO! If you aren’t sure exactly how to put together the right strategies, then you might find an SEO firm to develop a plan for you. However, you may want to do the actual implementing of the plan yourself. Whether you have your own in-house team to manage this or implement these strategies on your own time; having clear goals and aims for your business and website will mean you build upon the SEO firms website analysis, keyword research and guidance on how to achieve a high page ranking. Once these things are in place, you can put the elements in place that are outlined in the SEO consultants strategy and using the recommendations of the experts. Doing this can save you on average 30 to 40%.

Carrying out phased SEO implementation

Another alternative for increasing web traffic and hence sales and service requests, you may opt for a lower initial investment through phased implementation of SEO. Large businesses might have thousands available to spend each month on SEO, but for smaller businesses this is a way of increasing sales and leads without a large upfront outlay of money. If you secure a reputable SEO firm to develop a solid strategy for you, then this is a way to create a solid result by phasing in the different elements recommended. Taking the advice of an expert will save you money, so you can avoid the expensive mistakes you might make going with a trial and error approach. Instead you can implement suitable strategies, as your time and budget allows without wasting any of your financial resources.

Always remember that “if it sounds too good to be true, it probably is”

This age old saying is particularly true when dealing with SEO. The other saying you might remember is ’slow and steady wins the race’. You will fare better if you aim for a steady movement up through the ranks by implementing well developed and carefully planned SEO strategies over a period of time; rather than going flat out for a rapid rise followed by a big crash. Look at making solid and lasting gains and you will find this more rewarding. Competition online is fierce, so stay on course for a long term outcome – because everyone wants to make it to the top, so you need to be savvy in your planning to get there.

One more thing to think about

If you are not up to date on the latest with SEO, it pays to be careful about taking shortcuts. The search engines will look poorly upon any unethical practices to boost your website. That means taking shortcuts could only mean a shortcut to the bottom of the ranks, possibly compromising the existence of your website, business and even your reputation through these unwitting acts. As with most things, ignorance is no excuse, so you’ll bear responsibility for the actions of the SEO company or consultant you use. Be clear about the steps they are taking and if you do have any doubts, then don’t be afraid to question why – to allow unethical actions could cost you your business.

Not all incoming links hold the same weight

While having links will boost your rank and help the search engine bots find your business faster, remember that there is more than just the link that is considered. The search engines are today increasingly looking at the relevance incoming links from sites in the same field and the subject matter and page rank of the site that links to yours. Google was the first to start looking at low ranking and irrelevant incoming links, and many feel the days of simply grabbing a ton of links irrespective of relevance are over. Soc called link farms, free-for-all link schemes, automated link accumulation software and other fad options that don’t involve the consideration of the relevance of the links and the websites sourced from is now going to do you more harm than good.

Beyond the facts and figures

For the SEO process to work as it should, the consultant should know more than just the analytics and figures that relate to the process. They should also have a solid grasp of the ethos and vision of the company they are working with. This is why the connection between any online business and SEO must become a close relationship – in order for the true spirit of the business to come out. If a SEO consultant is serious about getting substantial results for their customers, they should be using every hour of their time while on the project to understand the clients business almost as well as their client does. This is the only way they can truly position the business where it fits best and will be of most benefit for the client by drawing in more interested clients.

Anyone who is trying to make their mark online and achieve a solid measure of success understands that traffic is the key to making your website or ecommerce business work. The first thing you should look at is how much traffic you are getting from your search engine ranking. That means the natural, organic traffic that comes from search engines. There are therefore, two highly important reasons why this is the case. Firstly, this traffic is very targeted to your particular site, and secondly, this type of traffic is FREE! What makes most people unable to secure this all important traffic is confusion about how to do this and what it is exactly that gets you the top ranking. The belief is that this is hard to do – but is it? In this article, you’ll discover some straightforward, effective and above all, search engine friendly tips on you how to boost your search engine rank and hence increase your traffic.

1. Meta Tags. Let’s start with these all important tags that allow search engine bots to correctly identify your site and what it contains. Hopefully, you’ve already heard of these and are using these tags on your webpage. The most important thing then is to be sure you use them for maximum effect. To keep things simple, let’s look at the 2 most important tags – the “title” tag and “description” tag. Since the major search engines now place less value on the “keywords” tag we’ll skip this, however it is worth taking this into consideration if you wish to as there is no downside to using this as well.

To get the most from these tags, look at placing your keywords near the beginning and more than once in the “title” and “description” tags. If you have ever come across sites that simply have “sitename.com”, “Page 1″ or “Welcome ” in the “title” tag – then you can be sure they are doing themselves few favors in terms of increasing their rank for particular keywords. A good point to also remember is to try and avoid words like “and”, “or” and “the” in “title” and “description” tags.

**A crucial thing to understand is that when the search engine bots visit your site they will consider keyword prominence, keyword weight and keyword density. These things are all included in the logarithms used to give your site a position in the search engine ranks for those words. The search engines view your page by looking at the title tag, the description tag and other text on the page. If you are not sure about what constitutes keyword prominence – essentially it means how close the keyword is to the start of your page. The term “keyword weight” simply reflects how many times a particular keyword or phrase can be found on the page. When you hear about “keyword density”, this simply means the ratio of the keyword in comparison to other words included on your site page. You need to keep the use of the keyword natural, as an unusually high keyword weight or density can in fact do your ranking more harm, appearing to the search engines that you have been “keyword stuffing” – for which most search engines will penalize a site.

2. Once you have selected keywords and placed these in your text and tags, then you should consider the placement of any navigation links and JavaScript. ) The important thing in this case is to understand that search engines “read” your site starting at the top left and working down to the bottom right. When doing this, the search engines main emphasis is placed upon the first 100 words of site text. What you want to avoid then, is having these first bits of text being the navigation links and JavaScript; so aim to include these on the right of the page or at the bottom. Your goal should be to have the heading tags which contain your keywords at the start of the page so that search engines give more weight to what is most important on your site, then look at what is contained in the links or JavaScript when they reach the end of the page.

3. Make sure after this that you include “alt” tags with each of the images on the page. Search engines don’t “read” photo and images. The reason you include an “alt” tag is that this is the only way the search engine bot knows what the picture or image is about. Using these tags correctly is another way to boost the keyword weight/density of the page and getting more keywords into the HTML of your page. “Alt” tags are simple to create and they can really make a significant difference to how your site ranks for your particular keywords. A basic “alt” tag will look like this: alt=” your keywords phrase.” These are part of the series of things the search engine bots will include in their calculation of your sites rank, so make sure you include “alt” tags along with considering keyword prominence, density and weight.

4. Aim to also include your keywords at the bottom of your web pages. The last words on your page seem to hold equal weight with the first words included on your page. It is thought that if the site is about a particular subject (summed up on the keywords), then that focus on the main points, or keywords, will not only be at the beginning of the page, but also throughout the page and shown prominently in the page ending. If you have placed the navigational links and JavaScript at the base of the page, then the keywords should be included before the HTML conclusion. One of the simplest options for including the keywords at the bottom of your page is to incorporate some use of them along with the copyright wording. An example, if you have an poker room page is by placing something like the following at the page conclusion:

copyright 2009 yoursite.com

World’s best poker room

At the time this was written, the search engines are not penalizing web sites for doing this, and really in terms of natural keyword usage – there is not much reason why they would do so.

5. Look carefully at the use of anchor text when you do any linking both on and off site. Anchor text refers to the words in which links to the site are embedded. On site, these maybe the words you use to navigate to an off-site page or another page on your website. Many people fail to include onsite linking, but in fact this is one of the easiest ways to drastically boost your site’s search engine rank for keywords. This is an easy way to boost your rank, and all that you need to do is to place links in anchor text with the target keyword or phrase. When the search engine evaluates your site and finds links externally and internally with the keywords “poker room” it then concludes that your pages must be about “poker room”. Whatever you do aim to avoid using anchor text phrases like “Click Here” or “yoursite.com”

One final thing to consider is how you manage any reciprocal linking campaigns and be careful about using variations in your text. Keep in mind that search engines will tend to see naturally occurring links as being more “weighty” than if there is a clear case of reciprocal linking. Should a search engine pick up on the fact that all the incoming links on your site are identical it is likely to give these links less weight, or even penalize your site for this. Select several keywords and phrases for more ‘natural’ linking and you will have much more impact on your targeted keyword rankings, simply by having links that are more organic or natural.

Effectively managing your SEO may seem daunting when you first get started, but as you learn a few of the ins and outs of the processes involved, you will see that it needn’t be overly complicated or require any programming knowledge. Following a few of these tips will really make a big difference on your website’s keyword ranking.

A good internal linking is a very crucial point of onpage optimization. An internal link is a link that is linking to another page of your site. For instance you have a news about 2-7 Triple Draw in Las Vegas and linking to your 2-7 Triple Draw strategy section within this news article. That’s a big „secret“ of internal linking.

Linking your content properly

There are two good reasons why you should link from one content site to another. First of all it increases your websites usability. Because you transfer the user from site to site and you guide him through your content. Suppose you have a 2-7 Triple Draw news article. It makes a lot of sense to link to your 2-7 Triple Draw strategy articles within this news. If your reader is interested in 2-7 Triple Draw strategy and is currently reading the news he doesn’t have to go through your site to find those strategy articles if you put some links in the news article.

The second reason is Google. Google loves links and one part of Google’s ranking system is internal linking. The more internal links you can find on your site the better Google will find what it’s looking for thus rating your content better.

Implement keywords in your internal links

As usual you have to pay attention to your keywords. Don’t put up any links without keywords in the anchor text. The anchor text is the text that represents the link. You must not use „Here“ or „Click here“ as anchor text. If you’re linking from your 2-7 Triple Draw news to 2-7 Triple Draw strategy you should call your link like that. For instance: „If you want to read more about 2-7 Triple draw check this out: 2-7 Triple Draw strategy“ while your link starts after the colon.

Do not exaggerate

It’s obvious not to put too many links on your site. If every second word is a link it confuses your visitor unnecessarily. Try to put between 5 and 10 links on one article. 5 links for a smaller article with about 300 words and 10 for a bigger article with about 800 words. That’s a good link/words ratio and your visitors can navigate easily.

Internal linking is not deciding Google rankings alone. But it’s another step to a successful Google ranking. Be sure that you use internal linking properly and often – not only for Google but also for your visitors.

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