Search engine optimization is one of most popular online marketing tool for any website. With most websites looking forward to increasing online sales of their products/services, search engine optimization can be a very cost-effective tool to target and procure your customers online. In this paper, we will discuss about search engine optimization, its benefits and how you can optimize your website for top search engine rankings.
1. What is search engine optimization?
Search engine optimization (also known by various other names like search engine ranking, search engine promotion, website promotion, SEO etc.) is a method through which a website is given top rankings in various search engines. According to a recent industry study, 1 in every 20 people go to second page of search results pages, but only 1 in every 100 people go beyond that. So, by top search engine rankings, we mean that your website should be within first two pages of search results, preferably in first page (i.e. within top 10 rankings).
2. What are prime benefits of search engine optimization?
§ Top search engine rankings result in more pre-qualified business leads coming to your website which in turn can convert to greater sales for your organization.
§ Search engine promotion is one of cheapest methods of advertizing for your organization. Compared to advertizements in newspapers/magazines or in television, search engine promotion costs many times less and can bring more traffic to your websites, thereby providing greater ROI.
§ Search engine optimization enhances online brand identity of your organization.
3. What are key factors for your website to have top search engine rankings?
Search engines change their algorithms frequently, thereby forcing search engine optimization companies to re-strategize their search engine optimization techniques. However, following attributes are basic and play a major role in procuring top search engine rankings.
a. Keyword Research – Keywords play most vital role in your search engine optimization campaign. Keywords (can be 1, 2, 3 or more words) are search terms which a surfer types in search box of a search engine to reach your website. Let us consider that you are an “India-based Outsourcing consultant” interested in optimizing your website for top search engine rankings. The following are some of keywords which surfers will type to reach your website -
Keywords bpo bpo india bpo outsourcing services business outsourcing services business process outsourcing offshore companies offshore outsourcing offshore outsourcing services offshore services outsource india outsourcing companies outsourcing consultants outsourcing india outsourcing services outsourcing services company
Keyword research tips –
· Always target keywords that best describe your products/service. · Try to find multiword potential keywords compared to single keywords. · Try formulating keywords which give answers to as “why/how/what …….?” · Utilize your server log files to know what your customers searched most while visiting your site. · Use keyword generator softwares like Wordtracker (http://www.wordtracker.com) or Overture (http://inventory.overture.com/d/searchinventory/suggestion/) · Include popular common misspellings (e.g. viagra typed as viagara etc.) in your keyword list.
b. Title of webpage - ……< itle> - Title has a deep impact on your website’s search engine rankings. Experience shows that most companies use following as title of their index page which can prevent them from getting top search engine rankings.Welcome to website of XYZ.com< itle>
For example, let’s continue with above example of “India-based Outsourcing consultant”.
An ideally optimized title should contain top 3-5 keywords of your business, e.g. outsourcing consultants, outsourcing india, outsource india
Optimized Title - Outsourcing Consultants, Outsourcing India, Outsource India< itle>
c. Description Meta tag of webpage – Description of a webpage also plays important role in getting top search engine rankings.
Optimized Description - Develop a suitable description based on your top 3 keywords
most reputed outsourcing consultants offering outsourcing India services and strategies on how to outsource India.">
d. Keywords Meta Tag of webpage - This meta tag was of great importance at one time. But rampant manipulations (i.e. multiple, often non-relevant keyword stuffing in “keywords” tag), leading to abuse has resulted in search engines giving lesser importance to “keywords” tag while ranking sites. Nevertheless, you can always place top 3 – 5 keywords of your site in “keywords” tag.
Optimized Keywords -
e. Importance of Content/Keyword-enriched optimized pages for top search engine rankings –
Well, if there is one aspect which holds supreme importance in search engine, specially in Google ranking, then it is this. Yes, content! The popular industry say – “Content is King” was perhaps devised by watching Google’s love for content. Develop content based on top keywords related to your business. While developing content for your web pages, keep in mind keyword density (KD).