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Search Engine Optimisation

Posted by admin at 22:25:08 on 16/01/2013

Search Engine Optimisation

Search engine optimisation (SEO) is an inexact science and always will be for as long as the search engines keep their algorithms a secret.  Of course, that will always be the case because the minute the details of the algorithms are revealed, the search engines would be made useless.  SEO specialists have a tough job because they must learn many of the details the hard way – by experimenting, testing and tracking.  As they do this, they can get pretty close to figuring out what the search engines really want.  That’s all search engine optimisation really is when you get right down to it.  While it isn’t an exact science with do this, do that details, there are a number of things that will hold true and so you should keep them in mind when doing SEO.
 
First, SEO actually starts before you ever buy the domain or create the content.  You first need to know your target market inside and out.  Once you have focused in on the ideal customer, you can figure out what they are actually looking for and then give it to them.  That sounds simplistic but that really is the heart of the matter.  Once you truly know your target market, you can figure out exactly what they are searching for.  Then it’s just a matter of making sure your website shows up for those exact search phrases.
 
Using those searched for keywords or phrases on your website is the beginning of real SEO but it doesn’t stop there.  Years ago, all you had to do to show up high in the search rankings was to sprinkle your content heavily with those keywords.  Back then, marketers would trick the search engines with stuffing the content full of keywords, even as high as one out of every ten words.  That trick no longer works, however, as the algorithms have evolved and see through that ploy.  Instead, you actually have to focus on creating content that your reader actually will want to read.  The keywords present are important but the surrounding content is just as, if not more important due to the search engines looking for relevancy now.
 
In recent years, the emphasis has been on off-page SEO factors, particularly backlinks.  These are links that come to your site from other websites.  It almost is like a popularity contest with the search engines giving higher prominence to the one with the most votes.  In this case, the backlinks are the votes and for a while, this has been one of the most crucial parts of search engine optimisation.  Of course, as with the extreme keyword density that used to work but now doesn’t, there are signs that the reign of the backlink is coming to an end.
 
Smart marketers have learned that search engine optimisation isn’t mastered by learning the newest trick to fool the search engines.  Instead, the emphasis is going back to what the search engines have been working towards all along – content.  Not just any content, but the content that the searcher is actually looking for.  Backlinks and keywords are still important factors but real SEO experts know that reader experience and satisfaction are the real keys to high search rankings.