Search Engine Optimisation – Why and How to do it.

Written by Justine Curtis, Enable UK

Crawler, Robot or “Organic” search engines have been around sincerepparttar beginning ofrepparttar 147531 Internet. They rank their listings by analysingrepparttar 147532 content of your web pages using various algorithms (or indexing criteria) as opposed to chargingrepparttar 147533 web site owner for inclusion. However, many businesses are just beginning to wake up torepparttar 147534 colossal benefits such search engines can provide. No other advertising medium gives you, at absolutely no cost, a means to drive unlimited, targeted traffic to your business. None.

Inrepparttar 147535 following article I will give you some basic guidelines to follow in order to help get your web site ranked atrepparttar 147536 top of popular organic search engines. More detailed information can be found in our DIY Internet Marketing Guide “Start atrepparttar 147537 Beginning” Click here for an excerpt:

What Is Optimisation?

Search engine optimisation isrepparttar 147538 process of creating or modifying a web site so that it encompassesrepparttar 147539 design, background coding, text copy, and link-building elements search engines check through when indexing your web site. Throughrepparttar 147540 process of optimisation, you can develop or alter a web site so thatrepparttar 147541 search engines will move your web site towardsrepparttar 147542 top ofrepparttar 147543 results generated for your particular, relevant searches. This means people who are actually searching for what you have to sell will click to your web site, as it will be listed above those of your competitors.

How Does Optimisation Work?

There are three fundamental elements torepparttar 147544 search engine optimisation: background coding, text copy and link popularity.

Background coding isrepparttar 147545 manipulation of your HTML code so that it is “clean”, uncluttered, positioned correctly, and easily accessible torepparttar 147546 search engine spiders and crawlers. You need to be sure thatrepparttar 147547 most important information torepparttar 147548 spiders is located nearrepparttar 147549 top ofrepparttar 147550 page where it can be quickly and easily found and positioned thus,repparttar 147551 spiders will consider that it is more relevant than information nearerrepparttar 147552 bottom ofrepparttar 147553 page. You also need to ensure that java scripts and other such coding are moved out ofrepparttar 147554 spiders' way. Text copy relates torepparttar 147555 text on your site. Professional search engine copywriters are able to write in such a way as to include your primary key phrases in strategic places so that you getrepparttar 147556 most "points" fromrepparttar 147557 engines and also appeal enough to your customers to persuade them to purchase your product or service.

Link popularity deals with how many sites have links that point back to your web site andrepparttar 147558 quality of those web sites with regard to relevance. The theory is, that if others in your field think highly enough of your web site to link to it, your web site, andrepparttar 147559 products or services it offers, must be of good quality.

When you have a good combination of all three primary elements, you stand a much better chance of ranking high within these engines.

A Couple of Myths Exploded… Isn’t It All Aboutrepparttar 147560 META Tags?

A long, long time ago, in a land far away…it used to be! Whenrepparttar 147561 Internet was first founded, virtually all you had to do to get high rankings was to stick a load of key phrases into your keyword tag and boom, lots of targeted traffic flooding to your web site. Now, however,repparttar 147562 engines are smarter. They pay no attention torepparttar 147563 keyword tags and very little attention torepparttar 147564 description tag. The only tag that carries much weight anymore isrepparttar 147565 title tag and it is extremely important. Isn’t it All About stuffing Your Pages Full of Key Phrases?

No! Not only does key phrase stuffing (as it is attractively known) put you at risk of spammingrepparttar 147566 search engines, it makes your text copy look and sound horrible to your human site visitors. What good are high search engine rankings if your web site text puts off and doesn't convert those visitors into paying customers? You need to maintainrepparttar 147567 balance between natural language and key phrase use.

How can you getrepparttar 147568 balance right? Readrepparttar 147569 detailed information in our DIY Internet Marketing Guides “Start atrepparttar 147570 Beginning” excerpt available here: and also “Writing Text That Sells” excerpt here: How to Optimise Your Web Site. Set your goals. The first thing to consider when embarking on a new search engine optimisation campaign is to establishrepparttar 147571 goals forrepparttar 147572 site andrepparttar 147573 optimisation in general. For instance, isrepparttar 147574 goal to drive more targeted traffic torepparttar 147575 site, to get people to sign up for a newsletter, to get someone to make a purchase online, or is it to entice people to call or fill out a form requesting more information? Usually,repparttar 147576 goals will be a combination of things. Very often different pages withinrepparttar 147577 site will have different goals, and these need to be kept in mind throughoutrepparttar 147578 SEO process.

How To Get Your Web Site Banned – or Search Engine Promotion, How Not to do it!

Written by Justine Curtis,

Internet Marketing is an ever-evolving field and in order to stay on top ofrepparttar constant changes you need to stay vigilant and be prepared to learn new ideas and concepts on a daily basis.

The changes that have arisen withinrepparttar 147530 search engines since I began working in Internet marketing in 1997 have been far-reaching and indicative ofrepparttar 147531 continually changing environment thatrepparttar 147532 Internet represents. It therefore stands to reason thatrepparttar 147533 techniques required to achieve top organic search engine placements constantly change as well.

Our full guide onrepparttar 147534 legitimate way to optimise your web site for both “organic” search engine listings and your users can be found within our book “Start atrepparttar 147535 Beginning” which can be downloaded here:

Search engines constantly strive to advance their technology and algorithms in order to providerepparttar 147536 most relevant search results for their users. Achieving effective results requirerepparttar 147537 identification, and ultimatelyrepparttar 147538 complete eradication of, manipulative search engine optimisation tactics. As Internet marketers, it is up to us to achieve high listings for our customers and this requires that our search engine marketing tactics change and grow withrepparttar 147539 new technology.

Unfortunately there are many search engine optimisation strategies still being used by ill informed or unscrupulous Internet marketers and webmasters that became obsolete a long time ago. In many cases, these strategies are not only ineffective but are now considered spam and can have dire consequences for your rankings and even result in your web site being banned permanently from some engines.

The following is a list of what are now considered withinrepparttar 147540 professional Internet marketing world to berepparttar 147541 Top 10 worst search engine optimisation tactics:

1: Doorway Pages (or Gateway Pages, Information Pages, Ghost pages, etc.) These are generally multiple web pages that are devoid of useful content but heavily optimised for search engine rankings with each page being created for a particular key phrase. The idea of this concept was to foolrepparttar 147542 search engines into thinking that these pages were highly relevant and provide top rankings for them under their targeted phrase. When a surfer came across onrepparttar 147543 page they were often shown a "Click Here to Visit Our Web Site" link thatrepparttar 147544 surfer had to click on to actually arrive atrepparttar 147545 legitimate website. Isn’t that what they were trying to do whenrepparttar 147546 ended up at this page?

Once amongrepparttar 147547 most popular methods of attaining multiple search engine placements, doorway pages were widely used until 2000 by many Internet marketers and web masters. Since then, Doorway pages have becomerepparttar 147548 most obvious form of Spam that a search engine can find andrepparttar 147549 repercussions are dire if such a tactic is employed. Unfortunately, many web masters and marketers still employ this tactic and then wonder why they suddenly drop fromrepparttar 147550 search engines results after being banned for using this technique.

2: Invisible Text Invisible text is used in a variety of ways in an effort to increaserepparttar 147551 frequency of keywords inrepparttar 147552 body text of a web page. Some methods are: making textrepparttar 147553 same colour asrepparttar 147554 background ofrepparttar 147555 web page, hiding text behind layers, placing text atrepparttar 147556 very bottom of over-sized pages, etc.

This tactic is particularly perilously as it is obvious to search engine spiders. In 1999, search engines began implementing automated methods of detection and penalization.

For legitimate ways to use text to greater effect within your web site download a copy of our book “Start atrepparttar 147557 Beginning” here:

3: Content Misrepresentation Misleading search engines into believing your web page is about topic ‘A' when it is in fact about ‘B'. This tactic was used primarily forrepparttar 147558 promotion of adult, gambling, and other extremely competitive search markets.

Unfortunately this tactic is still in use by unscrupulous web masters and marketers. The fact is that this tactic isrepparttar 147559 simplest for a search engine to identify andrepparttar 147560 result will be swift and complete; banishment fromrepparttar 147561 search engine index indefinitely. The worst offence againstrepparttar 147562 search engines is to try to fool them.

4: Redirects Redirects have some innocent uses (practical, legal, etc.) but they are also used to mislead search engines by making them believe thatrepparttar 147563 page they have indexed is highly relevant to a particular search phrase. When a surfer visitsrepparttar 147564 page, however, they don’t seerepparttar 147565 original page and are redirected to an entirely different one.

In most cases search engines have advanced enough to see this technique being used and act accordingly. In fact they usually ignore any page with a redirect (assuming correctly thatrepparttar 147566 content is useless) while spideringrepparttar 147567 redirect destination instead, i.e.;repparttar 147568 page thatrepparttar 147569 surfer sees. Redirects, unless blatantly Spam-related do not directly result in intentional ranking penalties; however, they have no positive effect either.

5: Heading Tag Duplication Heading Tags were created to highlight page headings in order of importance. Thusrepparttar 147570 Heading Tags that are available: H1, H2, H3, etc. This duplication technique involves implementing more than one H1 tag into a web page in order to enhance a particular keyword or phrase.

This tactic is still very prevalent and likely still works on some search engines; however, none ofrepparttar 147571 major search engines will respond well to this technique as it has been identified as a common manipulation.

6: Alt Tag Stuffing Alt Tag stuffing isrepparttar 147572 act of adding unnecessary or repetitive keywords intorepparttar 147573 Alt Tag (words that appear when you hover over an image with you mouse pointer).

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