Basics Of Search Engine Optimization SEO

Basics Of Search Engine Optimization SEO

Have you​ heard stories about legendary online entrepreneurs who hit it​ big after getting a​ #1 rank in​ several popular search engines? you​ probably wondered what it​ would take for you​ to​ achieve that elusive #1 spot in​ the​ search engine result pages (SERPs). Search Engine Optimization (SEO) plays a​ vital role in​ ensuring that your business gets the​ best possible search engine ranking,​ which can lead to​ increased sales for your online company.

What is​ Search Engine Optimization (SEO)?

Search engine optimization is​ the​ process of​ modifying web page content and meta-information to​ improve the​ search engine ranking of​ the​ page. Meta-information includes certain HTML tags (title,​ heading,​ emphasized text,​ keyword and description meta-tags),​ as​ well as​ the​ internal (links between pages on​ the​ same site) and external (links between pages on​ different sites) link structure of​ a​ web site.

Impact of​ High Search Engine Rank on​ Sales

Internet market research estimates that between 70% and 90% of​ online shoppers use search engines to​ find a​ specific product or​ service. Let's examine factors that influence sales to​ see how effective search engine optimization can boost your revenues.

Three metrics are required to​ forecast online sales: the​ average ticket,​ the​ conversion rate,​ and the​ amount of​ web site traffic:

* the​ average ticket is​ the​ amount of​ money spent by a​ customer on​ a​ typical transaction. Computer and electronics stores have high average tickets (hundreds or​ thousands of​ dollars),​ while bookstores have low average tickets (tens of​ dollars).

* Web Site traffic is​ measured by the​ number of​ site visitors,​ typically expressed as​ the​ number of​ page views per month.

* Conversion rate is​ the​ number of​ sales divided by the​ number of​ page views per month,​ expressed as​ a​ percentage.

Let's look at​ an​ example. the​ Ultimate Taupe Widget (UTW) store has an​ average ticket of​ $25,​ a​ conversion rate of​ 2%,​ and gets 5,​000 page views per month. the​ estimated monthly sales are $2,​500 ($25 average ticket * 0.02 conversion rate expressed as​ a​ decimal * 5,​000 page views per month). Achieving a​ high search engine rank will increase the​ number of​ page views,​ and therefore increase sales. in​ this example,​ if​ traffic doubles to​ 10,​000 page views a​ month,​ UTW's monthly sales should (approximately) double as​ well (to $5,​000).

Keep in​ mind that a​ high search engine rank will produce a​ measurable increase in​ traffic only if​ there is​ significant marketplace interest in​ taupe widgets and your web site appears in​ the​ first thirty search engine results.

However,​ search engine optimization is​ not going to​ produce measurable results if​ there is​ very little demand for taupe widgets. the​ #1 spot in​ search engine result pages is​ not particularly impressive if​ only two people search for "taupe widgets" each month. Role of​ Keywords in​ Search Engine Optimization

Keywords are words or​ phrases users provide to​ search engines to​ locate information. Search engines examine page content to​ determine whether a​ specific page is​ relevant for a​ particular search word or​ phrase. Thus,​ effective keyword selection is​ one of​ the​ cornerstones of​ search engine optimization.

Each keyword is​ characterized by supply (number of​ search engine result pages) and demand (number of​ searches). the​ easiest way to​ improve search engine rank is​ to​ select keywords that have favorable supply-demand characteristics; that is,​ ones with a​ relatively high demand and a​ relatively low supply. it​ is​ much more difficult to​ improve the​ search engine position of​ a​ page on​ a​ high supply,​ competitive keyword.

Good keywords must be relevant to​ your product line,​ as​ well as​ your line of​ business. a​ #1 rank for "navy widgets" is​ worthless if​ you​ sell taupe widgets exclusively. a​ potential customer will find your page,​ quickly discover that you​ don't sell any navy widgets,​ and promptly go elsewhere. in​ effect,​ the​ conversion rate for irrelevant search engine hits is​ very close to​ zero.

Using Keywords Effectively

Choosing a​ set of​ target keywords is​ the​ first step in​ search engine optimization. the​ second step is​ using them in​ the​ body,​ title,​ headings,​ and meta-tags of​ a​ page.

Include the​ target keywords in​ the​ text of​ the​ page. Don't overdo it,​ though --- the​ keywords should fit smoothly into the​ surrounding text. Search engines use several techniques to​ detect excessive keyword density,​ or​ too many keywords stuffed into very little supporting text,​ and will reduce the​ rank accordingly. a​ page has too many keywords if​ they interfere with the​ general flow of​ the​ text on​ a​ page and appear to​ be glaringly out of​ place

The title tag should contain information that describes the​ page. Unless you​ operate a​ multi-national conglomerate that is​ already a​ household name,​ your company's name is​ not a​ descriptive title. Most search engines use the​ title tag as​ the​ first line of​ your listing in​ the​ search engine result pages. Strive to​ make your title tag say "click me" to​ a​ prospective customer. "Superior taupe widgets - 50% off every day" is​ a​ good page title,​ while "Ultimate Taupe Widgets,​ Inc." is​ not.

Incorporate keywords into the​ headings on​ the​ page,​ as​ well as​ into emphasized sections (bold or​ large text). Even though search engines are de-emphasizing descriptive meta-tags,​ include keywords in​ them nevertheless. the​ description meta-tag should have an​ accurate description of​ your page,​ and the​ keywords meta-tag should contain a​ set of​ keywords (separated by commas) that list key concepts mentioned on​ the​ page.

Understanding the​ basics of​ search engine optimization is​ an​ important first step in​ creating an​ optimized,​ well-positioned web site.

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