Search Engine Optimization – The Inside Story

For websites, an appearance in the top 20 ranks of a search engine result page (SERP) is a big plus. To reach this stage, it is of paramount importance that they adhere to the principles of search engine optimization (SEO). The process of optimization aids in diverting traffic to websites by strengthening their presence on search engines like Google, Yahoo, and the likes. Higher ranking on SERPs automatically means more visitors and in turn, more revenue.

History of Search Engine Optimization

It is believed that this term was first used in a SPAM message posted on Usenet in July, 1997. Until then, various algorithms and other technicalities were taken into consideration to determine page indexing. After the founding of Google in the year 1998, search engines shot to fame. To feature in top ranks of these websites became the most happening thing in the Internet industry with the passage of time. Eventually, search engines came up with their own set of guidelines for website optimizers. Since then, this process has helped in better visibility of websites and also fostered the growth of search engine marketing.

Types of Search Engine Optimization

SEO services can be broadly categorised under the following two sub-headings:

On-page optimization – This process consists of all activities that are done on a web page itself. It can be done in various ways like keyword research, content syndication, analysis of one's competitors, meta tags, site navigation, RSS and XML feeds, etc. All these activities are centered around the content and other technical aspects of a page.

Off-page optimization – This process is all about promoting a web page externally. It is quite similar to a publicity campaign. The main sources of this form of optimization are directory submissions, link building, article submissions, Press Releases, etc.

Why SEO as a marketing strategy?

Nowadays, more and more website analysts are making use of search engine optimization services. A very feasible, fair and cost effective marketing strategy, optimization has replaced a number of orthodox techniques. Although, a number of analysts have termed it as time-consuming and even incomprehensible process, it is apt for businesses that do not want to spend too much money on their marketing gimmicks. With search engines set to rule the roost in times to come, it is quite advisable for websites to shift to this strategy, lest they be left out of the race.

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