Effective web sites provide the right information to the right site visitors at the right time. Web sites that are effective in search engines utilize that right information to help lead those right visitors to their sites at the right time - when someone is searching for them! So how can every business take advantage of search engine optimization? With 3, equally important, simplified practices:
- Keywords. Consider the exact words & phrases that will bring people to a site. And not just bring people to a site but bring the right people to a site. Use those words in text on the web pages, in titles and in descriptions.
- Content. If the site text utilizes keywords, matches page descriptions and confirms the message of the business, it will naturally do well in search engines. Content developed to serve the site visitor will also serve the search engines - no magic tricks or smoke & mirrors - just good, quality content that is informative and uses terms that best describe the products or services.
- Links. Inbound links are important to search engines. All the top search engines use what is called "link analysis" and it helps the search engines determine many things about any given web site. Along with popularity (how many other sites link to it), link analysis determines the validity & relevance of page content & keywords. If inbound links are meaningful and make sense with the content on the page, search engines will consider the links as a valuable measurement variable of the site.
Please note that these 3 items work in coordination with each other and are not ways to unduly influence search engines in favor of any given web site. The true purpose of search engine optimization is to make sure the information presented in a web site is being appropriately indexed by the search engines by using technology the search engine programs can analyze. If the information is accurate, straight-forward and what customers need, there will be great results from the web site...the right visitors at the right time!