SEO (Its All About Online Marketing)

What is Search Engine Optimization?
Search Engine Optimization or SEO for short is modification done in the web site design, coding, content and/or structure of a web site

in an effort to achieve the higher ranking within search engines. Search Engine Optimization are done to attend the highest ranking in the search engine results for some targeted keywords or key phrases.

Search engine optimization can be enforced on the website while designing it or can be performed after a website is designed. It is a technique that can be used to develop a website, which is search engine friendly. Most of the search engine uses a software called "crawlers" or "spider". The main motive of these software are to check the website create their index (search engine index).

The method of getting search result is different for each search engines. Search engine applies many techniques to index the web pages and include into its directory. So the next time if your web page ranking high within one search engine and not in another then do not bother, it's because of different method used by these search engines. To rank higher in all the search engine you can do the things which is used by all search engines. You have to track all the changes happened in the search engine operation or method of spider software for getting search results and accordingly modify your web sites.

The process of search engine optimization includes the optimization of the following items:

• Analyzing Site
• Site Designing
• Promotion of website and
• Maintenance of website.

Important things to be remembered while Optimizing Your Web Site

A better optimized site rank high. Optimizing a website is not about tricking with the search engine, instead you should design your site both search engine friendly and human friendly. Many people spends lot's of money and uses latest technology to achieve the target business by their website, but unluckily sometimes they fail in achieving. So it's essential to optimize your site in right way, in order to get successful online business by standing ranking-high in major search engines and able to attract lot's of clients. For optimizing a website always plan a good strategy.

Search Engine Optimization Strategy:

• Research your keywords
• Check rankings with search engines
• URL Submission
• The Title tag
• Meta Description and Meta Keyword Tags
• ALT Tags
• Content of the page.
• Link building

Search Engine Optimization Strategy

It is vital for every website that wants to stand rank-high in major search engines, to plan a strategy before developing or while optimizing an existing website. A well planed strategy can help in achieving the targets easily. A well optimized site attract targeted traffic by attaining very high positions in the search results.

Search Engine Optimization Strategy can including;

:: Give relevancy Title
A title is nothing but a focal point of the content written in your page. It gives the main idea of whatever written in the page. Whenever search engine searches for any topic it always checks the title and subtitle of the page first. So it becomes important to give an appropriate title and subtitle, sometimes a relevancy keyword can be useful in Title. But remember it should not be too long, at most it could be 80 character long. A short and relevancy title can help to rank higher in search engines.
Title can be defined as:

Title always follows closing tag and written in Head tag.

:: Meta Tag Operation
Meta tags are used between and in the html document. Meta tags are also know as hidden tag, which provide the information about the page to the search engines. Although not all the search engines use these tags but many do. Meta tags are of different types namely Description, Keyword, Robots, Revisit After, Author, copyright, Distribution, Language and ranking meta tag that can be used to provides information of the page. But if the main motive of using meta tag is to improve the standing in search engines, one should focus on keyword and description Meta Tag.
Note: Meta Tag does not have closing Tag.

Description Meta Tag :: By using the Description tag we can give the details about our services in short. Most of the search engine use meta tags to display the description in search result, and others use it to decide the ranking of the page. The length of description tag should in between 150 to 200 characters or can be less depending on search engine requirement. The Description tag can be written as fellow:


Keyword Meta Tag :: Sometime keyword's are used to determine the ranking by search engines. These Keywords are defined using Keyword Meta tag. In this tag we can define our all keywords relevancy to our page content. The limitation of this tag is 200 character or less. This Tag can be defined as:

Note: The Description and Keyword Meta tag should be defined only once.


:: Content writing
You should write good contents for your site. The content should be readable by humans and it should also contains your targeted keywords. But keep in mind that keyword spamming is also detected by search engines. Also write the news and some tutorials and submit it to content directory.

Keyword: A Particular word or often phrase which helps you to search relevant information by typing in search engines or finding from database. These special word named as keywords, which could be related of any information or websites on the web. For example a job related site targets the keyword such as job, IT job, etc...
These significant words can be used in Title or heading of the page so that they can be searched easily without putting much efforts.

Research keyword: is a process of searching good, effective, common and popular keywords, which is relevant to the information provided on your website and mostly used for search query.

Some people usually tries to find these keyword or phrase by searching in search engines with different keywords. So, think of what people is looking for and adjust your page content accordingly. But nowadays you can easily get keyword research software available with many companies at low price or free to download. These type of software not only saves your time but also gives you some popular and effective keywords to stands rank-high in search engines.

what is Google Page Rank(GPR) or PR :-

PageRank is one of the methods Google uses to determine a page’s relevance or importance. It is only one part of the story when it comes to the Google listing, but the other aspects are discussed elsewhere (and are ever changing) and PageRank is interesting enough to deserve a paper of its own.

PageRank is also displayed on the toolbar of your browser if you’ve installed the Google toolbar. But the Toolbar PageRank only goes from 0 - 10 and seems to be something like a logarithmic scale:

Toolbar PageRank (log base 10) Real PageRank 0 0 - 10 1 100 - 1,000 2 1,000 - 10,000 3 10,000 - 100,000 4 and so on…

We can’t know the exact details of the scale because, as we’ll see later, the maximum PR of all pages on the web changes every month when Google does its re-indexing! If we presume the scale is logarithmic (although there is only anecdotal evidence for this at the time of writing) then Google could simply give the highest actual PR page a toolbar PR of 10 and scale the rest appropriately.

Also the toolbar sometimes guesses! The toolbar often shows me a Toolbar PR for pages I’ve only just uploaded and cannot possibly be in the index yet!

What seems to be happening is that the toolbar looks at the URL of the page the browser is displaying and strips off everything down the last “/” (i.e. it goes to the “parent” page in URL terms). If Google has a Toolbar PR for that parent then it subtracts 1 and shows that as the Toolbar PR for this page. If there’s no PR for the parent it goes to the parent’s parent’s page, but subtracting 2, and so on all the way up to the root of your site. If it can’t find a Toolbar PR to display in this way, that is if it doesn’t find a page with a real calculated PR, then the bar is greyed out.

Note that if the Toolbar is guessing in this way, the Actual PR of the page is 0 - though its PR will be calculated shortly after the Google spider first sees it.

PageRank says nothing about the content or size of a page, the language it’s written in, or the text used in the anchor of a link!

Definitions

I’ve started to use some technical terms and shorthand in this paper. Now’s as good a time as any to define all the terms I’ll use:

PR: Shorthand for PageRank: the actual, real, page rank for each page as calculated by Google. As we’ll see later this can range from 0.15 to billions. Toolbar PR: The PageRank displayed in the Google toolbar in your browser. This ranges from 0 to 10. Backlink: If page A links out to page B, then page B is said to have a “backlink” from page A.

So what is PageRank?

In short PageRank is a “vote”, by all the other pages on the Web, about how important a page is. A link to a page counts as a vote of support. If there’s no link there’s no support (but it’s an abstention from voting rather than a vote against the page).

Quoting from the original Google paper, PageRank is defined like this:

We assume page A has pages T1…Tn which point to it (i.e., are citations). The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85. There are more details about d in the next section. Also C(A) is defined as the number of links going out of page A. The PageRank of a page A is given as follows:

PR(A) = (1-d) + d (PR(T1)/C(T1) + … + PR(Tn)/C(Tn))

Note that the PageRanks form a probability distribution over web pages, so the sum of all web pages’ PageRanks will be one.

PageRank or PR(A) can be calculated using a simple iterative algorithm, and corresponds to the principal eigenvector of the normalized link matrix of the web.

but that’s not too helpful so let’s break it down into sections.

1. PR(Tn) - Each page has a notion of its own self-importance. That’s “PR(T1)” for the first page in the web all the way up to “PR(Tn)” for the last page
2. C(Tn) - Each page spreads its vote out evenly amongst all of it’s outgoing links. The count, or number, of outgoing links for page 1 is “C(T1)”, “C(Tn)” for page n, and so on for all pages.
3. PR(Tn)/C(Tn) - so if our page (page A) has a backlink from page “n” the share of the vote page A will get is “PR(Tn)/C(Tn)”
4. d(… - All these fractions of votes are added together but, to stop the other pages having too much influence, this total vote is “damped down” by multiplying it by 0.85 (the factor “d”)
5. (1 - d) - The (1 - d) bit at the beginning is a bit of probability math magic so the “sum of all web pages’ PageRanks will be one“: it adds in the bit lost by the d(…. It also means that if a page has no links to it (no backlinks) even then it will still get a small PR of 0.15 (i.e. 1 - 0.85). (Aside: the Google paper says “the sum of all pages” but they mean the “the normalised sum” - otherwise known as “the average” to you and me.

How is PageRank Calculated?

This is where it gets tricky. The PR of each page depends on the PR of the pages pointing to it. But we won’t know what PR those pages have until the pages pointing to them have their PR calculated and so on. And when you consider that page links can form circles it seems impossible to do this calculation!

But actually it’s not that bad. Remember this bit of the Google paper:

PageRank or PR(A) can be calculated using a simple iterative algorithm, and corresponds to the principal eigenvector of the normalized link matrix of the web.

Finally

PageRank is, in fact, very simple (apart from one scary looking formula). But when a simple calculation is applied hundreds (or billions) of times over the results can seem complicated.

PageRank is also only part of the story about what results get displayed high up in a Google listing. For example there’s some evidence to suggest that Google is paying a lot of attention these days to the text in a link’s anchor when deciding the relevance of a target page - perhaps more so than the page’s PR.

PageRank is still part of the listings story though, so it’s worth your while as a good designer to make sure you understand it correctly. A really great website is designed with Page Rank and other factors in mind from the start in order to make it truly Competitive in the search engines.

Different type of SEO:

1.On Page

On-page SEO concentrates on page content and the structure of the website (navigation for instance),On page SEO may include title tag and meta tags and good content plenty of keywords,.On-page optimization techniques include (but are not limited to) content writing/optimization, the title-tag, several META-Tags, headlines & text decoration, alt- and title-attributes and sitemaps.

2.Off Page

off-page optimization focuses more on your site's relationship with other sites,Off page SEO items always incorporate link building to increase your link popularity. This process involves getting more websites that will link to yours.

The focus of off-page optimization is link building (whether through direct exchanges with other sitse, directory submissions, article writing, press releases, etc.)