Search engine optimisation or SEO is a term applied to website development for search engines. It is the technique one uses in order to get more traffic to one’s site. Within search engine optimisation there are a number of techniques that can be used. There are quite a few terms that should be understood before you begin your SEO strategies, as well.
Natural Search: A natural search is one that occurs in a regular method. In other words the user has used keywords they want to learn about or find in order to get results.
Image Search: An image search available on the top three search engines. You can elect to search for photos or images only in this type of search.
Local Search: A local search is a new tactic by Google. They are trying to narrow down the search results for a consumer to be more relevant. In doing so anytime certain words are used for a search Google and now other search engines will give local results.
Vertical Search: A vertical search is a specialised search in which the person may be narrowing down what they are looking for by typing more information into the search engine.
As a search engine developer or marketer it is your job to make sure your website will appear in all relevant searchers by targeting specifics and generalisations. This is where the numerous techniques can come in to help you create an SEO optimised website.
Techniques:
The first and more obvious SEO tactic is the keyword use this is known as On Page Optimisation. Keywords on a website, in the titles, meta tags, descriptions, and even in the URLs you create are going to help the consumer find your site much easier. You may notice we keep talking about the consumer. The search engine is designed for consumer use; therefore any one of your SEO tactics which gain the attention of the search engine must also be geared for the consumer. The search engine is going to post results based on the keyword the consumer uses. Thus, if you have keyword targeting in which you use one keyword for each page you create you are making the pages more relevant and easier to cull through for the search engine. You do want to avoid keyword stuffing. Instead use synonyms, plural and singular forms of the word to make the content quality.
Quality content is going to get the attention of the search engine. The search engine is based on algorithms. It is not going to have a brain to think. In this way you have to be able to point the search engine in the right direction. Their algorithms are designed to look for quality in a website.
Off Page Optimisation or link building is the process of creating a natural link profile pointing towards your website. Each link acts like a ‘vote’ for your site in the Search Engines Eyes.
Overall, in search engine optimisation to increase traffic means that you are finding a way to communicate through the search engine to the consumer. Any search engine optimisation you use will need to be updated and carefully applied. You cannot just have an SEO campaign and forget to keep on top of it each week.