Search Engine Optimization (SEO) is often considered the more technical part of marketing. This is because SEO helps in promoting the sites and at the same time requires some technical knowledge - at least familiarity with basic HTML. SEO is sometimes also called SEO copyright, as most of the techniques that are used to promote sites on search engines with text. Generally, SEO can be defined as the activity of optimizing Web pages or entire sites to make them more search engine friendly, achieving high positions in search results.
One of the basic truths in SEO is that even if all the things that are needed to do, this will not automatically ensure top ratings but if you neglect basic rules, this will certainly not go unnoticed. Also, if you set realistic goals - ie to enter the top 30 Google results for a particular keyword, rather than being number one in 5 words, 10 search engines, you will feel happier and more satisfied with their results.
Although SEO helps to increase traffic to your website, SEO is not advertising. Of course, can be included in search results payment for certain words, but basically the idea behind the techniques of SEO is to get the top position because their site is relevant to a search term, not because you pay.
SEO can be a work of 30 minutes or an ongoing activity. Sometimes it is enough to make some generic SEO in order to get high on search engines - for instance if you are a leader of rare words, then you do not have much to do to get decent placement. But in most cases, if you really want to be on top, it is necessary to pay special attention to SEO and devote significant amounts of time and effort to it. Even if you plan to do some SEO, it is essential that you understand how search engines work and which issues are most important in SEO.
1. How search engines work
The first basic truth you need to learn about SEO is that search engines are not human beings. While this may be obvious to the whole world, the differences between human beings and how search engines view web pages are not. Unlike humans, search engines are text-driven. Although technology advances rapidly, search engines are far from intelligent creatures that can feel the beauty of a fresh design or enjoy the sounds and movement in movies. Instead, search engines crawl the Web looking for particular site, articles (mostly text) to get an idea of what is a site. This brief explanation is not the most accurate, because as we shall see below, the search engines perform several activities in order to deliver search results - crawling, indexing, processing, calculating relevancy, and recovery.
First, search engines crawl the Web to see what is there. This task is performed by e piece of software called a crawler or spider (or Googlebot, as is the case with Google). Spiders of the links from page to page and index everything they find in their path. Taking into account the number of web pages (more than 20 million euros), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page is modified. Sometimes crawlers do not visit your site for a month or two, so during this time your SEO efforts will not be rewarded. But there is nothing I can do about it, so just keep quiet.
What you can do is to check what a crawler finds your site. As already mentioned, crawlers are not humans and do not see images, Flash movies, JavaScript, images, password-protected pages and directories, so if you have tons of these on your site, you'd better run the simulator below the spider to see if these things can be seen by the spider. If you are not visible, are not spidered, not indexed, not processed, etc. - in a word that is absent for search engines.
After the robot is the next step is to index its contents. Indexed pages in a giant database that can later be retrieved. In essence, the indexing is to make words and phrases that best describe the page and assign keywords to specific pages. The man can not with such a large amount of information, but in general search engines with this task well. Sometimes not at the site, but if they are in the optimization, it is easier for them to sort your site correctly and for you - for later.
When a request comes in search, search engine processes - and that means that in comparison with the keyword in the search request of the indexed pages in the database. Given the fact that it is probable that more than one page (actually, it is millions of pages) contains the text search engine starts calculating the relevance of the various parties in the index on the search string.
There are several algorithms for the calculation of relevance. Each of these algorithms differ in the relative weights for common factors, such as the density of keywords, links or metatags. This is the reason why several different search engines search for land for the same search string. And what is more, it is a known fact that all the major search engines such as Yahoo!, Google, MSN, their algorithms regularly, and if you want on top, it is also necessary to adapt their sites to the most recent changes. This is one reason (the other is your competitor), a sustained effort on SEO to be at the top.
The last step in the search engines "is retrieving your results. In essence, this is nothing more than just show it in the browser - ie the endless pages of search results, which most of the space for the least relevant sites.
2. The differences between the major search engines
Although the basic principle of operation of all search engines are the same, minor differences between them to a fundamental change in the significance of the results. For different search engines different factors are important. There were times when SEO experts joke that algorithms Yahoo! be made aware of exactly the opposite of Google. Although this is perhaps a grain of truth, that is a fact that the big search engines like different things, and if you plan to order more than one of them, such as the need to optimize carefully.
There are many examples of the differences between the search engines. For example, Yahoo! and MSN, on-site word factors are very important, while for Google links are very important. Also for the Google sites are like wine - the elderly, the better, while Yahoo! not usually the preference scheme on websites and domains with tradition (ie older). In this way, you need more time to secure your website is ready for introduction at the top in Google than Yahoo!
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