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Search Engine Optimisation (SEO)
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. Following are the 10 effective methods to optimise a website to rank higher in search engine results.
1. Intuitive TITLE tags
Title tags are one of the most important aspects of SEO. A title tag should accurately describe the content of the web page in as few words as possible. Many webmasters make the mistake of cramping too many keywords in the title tag in hopes of getting search engine hits. More often than not this results in decreasing the credibility of the website in the eyes of the user and the search engine. Modern search engines like Google blacklists websites who use long title tags as spam.
2. Simple and intuitive URLs
Search engines give high weightage to relevant keywords in URLs. Long URLs with many parameter an question marks don’t give any information to the search engine regarding the content of the page. The following example give an example of judicial use of keywords in URL.
Unintuitive URL
http://www.imdb.com/m/nm288882393
Keyword rich intuitive URL
http://www.cuppax.in/artist/aishwarya-rai
Hyphens should be used instead of underscores or spaces to separate keywords. All search engines including Google treat words separated by hyphens as a single name.
3. ALT text on images
It is always a good idea to use ALT text when using images. Search engines use the ALT text and text surrounding an image to store meta data on the image. This meta data is used in Google image search and other image search engines, Effective ALT texts and optimization of text surrounding the image can result in getting good traffic through Image search engines,
4. Meta tags
Although Meta tags have decreased in importance in last few years they are still used by search engine in their ranking algorithms. Meta tags have 2 parts - the TITLE tag and the DESCRIPTION tag. Although making proper use of these tags may not help in getting better search engine ranks, the lack of it might result in worst ranks. Meta tags become more important as a website becomes popular.
5. Inbound links
This is the single most important aspect of SEO. Good amount of quality links from third party websites is the most important factor in getting top ranks in search engine results. All of current search engines including Google give high emphasis on inbound links. They treat each inbound link as a vote to the quality of the website. But many websites overdo this by participating “link building schemes” resulting in search engines banning such websites. Thus care should be taken in building QUALITY links from reputed third party websites.
6. Publish relevant articles
One of the good ways to build relevant inbound links is to publish relevant articles in popular E-Zine websites like ezinearticles.com. It helps buy building relevant links from reputed E-Zine websites and also builds reputation of the website if the article is well received.
7. Sitemap
Sitemaps should be made both for the user and search engine spiders. A sitemap for the user will be a list of hierarchical text links for all the pages in the website. Sitemap for a search engine spider is a XML file which has to be made according to standards provided at www.sitemaps.org. The location of the XML file should be specified in the robots.txt file
8. Short and simple text navigation
Search engine spiders are still not good in following links through graphical animations or Flash. Thus it is always a good idea to have text based navigation. Even if animation based or image maps are used as primary navigation method, it pays to provide text based navigation in addition to the main navigation.
9. Domain Name and sever location
If the target audience of a website is in a particular geographical area like a country, the local search engine should be target. For example for all Indian websites the Google India (www.google.co.in) should be targeted for optimization. The search results appearing in google.com and google.co.in are quite different with the latter searching only in Indian websites. A Indian domain with .in extension will get better search result rank in google.co.in. Also if the physical location of the server is in India then the rank of the website will be better in google.co.in. Since lately all traffic from India to google.com is redirected to google.co.in it would be wise to use this two methods to increase the rank of the website if its target audience is only in India.
10. Play the waiting game
It can be tough for a new website to immediately come up in top results for competitive keywords. Even if the website is exceedingly good with content and does well in all the above mentioned factors it may still not turn up in top results. This is because search engine incorporate the age of a website to derive its importance. An older website is seen as better than a new one. It might take from a year to 2 before a good website starts figuring in top results of competitive keywords.
