SEO | Search Engine Positioning

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With this context in mind, many people are continuously struggling to get noticed in the world of the Internet. Websites are growing like mushrooms everywhere, every time. How can one’s website get past the millions of other websites and eventually be noticed by its target audience?

Search engine optimization aims to achieve the goal of getting more visitors to a website by helping it get higher rankings in the search engines. This simply means that search engine optimization’s goal is to make a website appear on the first pages, if not the first page of a search done through the search engine.

There are two ways to be able to get noticed by search engines. One is through pay-per-click-advertisements. A good example of a pay-per-click system that is employed by search engines is the Google Ad words system. It has created a hype and has given Google around 5 billion dollars in terms of revenue per year. Webmasters can place their bids to be shown when a keyword is searched by a surfer. The highest bidders will get their sites to appear first when the search is being done.

The second way of getting high rankings from search engines is through organic searches. Search engines evaluate websites by using what they call “spiders.” These programs scan the websites and collects information about them. They then collate the information and pass it on to the search engine. This area is primarily the main arena of search engine optimization. It utilizes a set of methods to be able to get search engines to list the website on high ranks.

Traffic

The main purpose of search engine optimization is to increase the traffic generated by a website. Websites are built to be seen by Internet surfers and search engines can help it achieve this goal.

The power of the search engine should not be underestimated. It is one of the building blocks of the foundation of the Internet. A survey showed that 90% of all Internet users employ search engines to aid them in their Internet-related activities. Google, the dominant player in the search engine industry, generates 70% of all search-related Internet activity.

People and Search Engines are alike

Search engines behave like people. They like websites which contain substantive information about a certain topic. The best sites usually appear first in search engines because people like them as well as the search engines.

Search engine optimization does not only generate traffic, it helps maintain the traffic. The behavior of the search engine is indicative to the behavior of the people who visit the website. Search engine optimization leads to the optimization of a webpage or a website. It will lead to a website which is more organized and a website which contains substantive information.

Target Audience

The use of the search engine to be able to target one’s target audience is one of the most effective Internet marketing strategies. It is not like other on-line marketing techniques (such as email marketing) which can lead to a lot of leakages in terms of targeting the right audience.

Search engines segment the market and connect the right people together. People search for topics which they are interested in and this is the main strength of search engines in connecting markets together.

Cost Effectiveness

One can do search engine optimization under the assumption that he knows what he is doing. Search engine optimization is a full-time job and has a very long learning curve. This is why most people would resort to out-sourcing the job to experts who are good at what they do. One of the best SEO company I will like to recommend is www.website-control.co.uk . Search engine optimization is a very cost effective way of getting more people to know about one’s products or to know about a certain issue or event that a website is disseminating.

SEO is very important for websites since it determines the position of the website in comparison with its competitors. It does not only generate traffic from the targeted audience but is also a cost-effective way of optimizing the website.

Well, this is not enough to have an attractive website to show company products/services on internet to get business nationally or internationally. If company products or services are not advertised then definitely there will be no awareness of its existence in the market. Same is the case with online websites. There are many ways to advertise a website for its awareness in the market. One of the most common ways, which is increasing rapidly, is the Search Engine Optimization as a part of Search Engine Marketing. When we need to get information of foreign universities, national or international job opportunities, worldwide news, latest technology products, customers from all over the world and many more; we turn towards Search Engines like Google.com or Yahoo.com etc. Search Engine is a tool for searching information on the internet by giving topic as keyword(s) which returns the relevant websites.

Search Engine Optimization (SEO) is the process of improving the amount and quality of traffic to a website by making its contents Search Engine friendly. In Search Engine Optimization a website is prepared and altered to make it as compatible as possible with Search Engines such as Google, Yahoo and MSN and it also focuses the contents to the keywords and key phrases desired by the customers. It is preferred to get optimization of a website during its construction because structure of the website is to be designed according to the rules and regulations of search engines but it can also be optimized after publishing a website on internet. Many website designing and development companies in Pakistan are offering Search Engine Optimization service during construction of website and even after designing and publishing of a website. These companies can be easily found through Search Engines by putting any keyword like “Search Engine Optimization in Pakistan” or “SEO experts in Pakistan”.

Many small and large entrepreneurs are focusing on online services like online shopping, fashion boutiques, hotels & accommodation, event management, real estate, travel agencies, outsourcing and different unique services. Entrepreneurs get developed their company website but forget to invest on its Search Engine Optimization. They either don’t know about it or they are unaware of its importance. From now on, job of SEO experts starts to follow rules and regulations of famous Search Engines to make available optimized website against keywords by the visitors in a search engine. Although there may be thousands of competitors of a particular website with its products or services but only those websites will be seen in Search Engines’ top results which will be properly optimized. Many Search Engines maintain database of new & old websites automatically and many store information manually but it depends on the algorithm of the Search Engine that how do they operate.

Search Engines work by following this specific order i.e. Web crawling, Indexing and Searching. Web crawling is the process in which a crawler (also known as Spider- a program that browses websites automatically) visits all available links of a website to store information of its webpages. Search Engines’ crawlers continuously crawl websites after specific time to get its up-to-date information to make it available on the keywords by the search engine users. Normally Google takes 20 days and Yahoo takes 30 days to revisit a website for its latest information. Indexing collects and stores data of websites for its fast and accurate information retrieval. Search Engines usually extract information of the website from its title, description, heading, special fields (meta-data) and file names. When a keyword or keyphrase is entered in a search engine to search information then the keyword is checked against the search engine’s index of all the web pages it has analyzed. The best URLs (Uniform Resource Locator) are then returned as hits and ranked in order with the best results at the top as process of Searching.

While optimizing a website, two important aspects of Search Engines should never be forgotten: Robots.txt and Sitemap. Robot.txt is being used to prevent access of web spiders to different parts of the website for its publicity. So spiders will leave those webpages which will be mentioned in the Robots.txt at the root directory of uploaded website on the internet. Sitemap is used to inform Search Engines about available webpages on a website for its crawling. Sitemap also facilitates to mention webpage’s importance and date of last modification so that Search Engines can crawl it easily to get latest information available on the website.

Many of SEO Experts play tricks with Search Engine to come into top ranking which is known as Black-hat or Spamdexing but famous Search Engines do not follow one algorithm to rank websites. People should avoid such tricks because if a website is found doing such activities then it is very difficult to get good ranking in famous Search Engines and more importantly a website can loose the trust of visitors if they are not able to find their required information on the website.

Search Engine Optimization plays a vital role to increase traffic of relevant visits to the company website that in turn, increases the visits of potential customers as well. This helps to attain major objective of the website i.e., online business. If you are planning to build a new website, you must optimize your website according to SEO rules and regulations during its construction. If your company already has a website then it must be optimized to get good ranking in Search Engines and more customers from all over the world.

[Article by M. Munir Bhatti]