What is SEO? It's your key to the first page on Google
Search Engine Optimization 101:
SEO consultants use a strange-sounding collection of terms,
and in case you are not familiar with them all, this
is our definitions page.
Relax. Most of the time you won't have to think about these things. Your SEO guy will take care of them. But if you are doing it all yourself, here's my list of some of the most important items: keyword density, keyword stuffing, off-page factors, spiderability.
SEO Definitions
Anchor text - It's just another name for the clickable words that are typically underlined in blue, though we're using orange here. For example, first page Google. Text links like this are in contrast to using images for your links. Search engines cant read images, so give them text links which they can read. But dont just say 'click here' -- instead, use keywords as the anchor text.
Hyperlinks - The clickable text on a web page or in a PDF document, etc. When clicked, hyperlinks cause the target page to open on your screen.
Keyword density - This is the ratio of keywords to the total number of words on a page, expressed as a percentage. A keyword density ratio between 2% and 8% should be fine. Above that looks spammy, below that and the spiders might not be able to correctly identify the subject of your page. Tool.
Keyword frequency - This is the number of times a keyword or keyphrase appears on a web page. You can overdo it by repeating your main terms too often, but the general idea is that the more times a keyword or keyphrase is used on a web page, the more relevance Google will give that particular page in its search results for those keywords. A simple rule of thumb here is: use your most important search terms most frequently.
Keyword prominence - This is about how prominent your keywords are within your web page. For best results, use your important keywords as near to the start of your web pages as you can, plus in the title tag.
Keyword proximity - This is about how close two or more keywords are. Naturally, the closer your keywords are, the better. A page about the gold wave table (a mechanical device for sifting gold particles out of dirt) will use the three words in a single expression -- "gold wave table" -- whereas another webpage might have an entirely different topic that just happens to use the same three words but have them widely scattered on the page.
Keyword research - It's how search engine optimization professionals find and research the actual search terms that people enter into the search engines when they're looking for something online. As such, keyword research is VITAL. Get this wrong and you miss some of the available traffic.
Keyword stuffing - When you overuse keywords (especially irrelevant terms that have nothing to do with your site's topic) in order to gain a higher position on Google than your site would otherwise deserve, that's keyword stuffing. Also known as spamdexing -- using spammy techniques like this to get indexed higher. Google and the other search engines now have algorithms to detect this. Get found (and you will, sooner or later) and you will get de-indexed. Keyword stacking, as it's also called, is an unethical search engine optimization (SEO) technique because it's designed to manipulate the search engine results.
Meta tags - Meta tags are HTML codes that are inserted into the header code of a web page, including the meta description tag and the meta keywords tag. They're not seen by your site's visitors but the search engines see them - and browsers also read them.
Off page factors - This refers to all the facts about your site that reside on other domains. If you want your site on the first page, you've got to get this area right. But since it's offsite, you can't directly control these elements which is why Google sees them as valuable indicators of the popularity and worth of your site. By taking into account off-page factors, Google is seeking independent confirmation of the perceived value of every website. One of the main off-page factors is backlinks. The number of links and the calibre of site that is linking to you. But these links must be on other independent websites, not other sites of yours on the same server.
Page loading speed - Obvious really, but this is how fast your page loads into people's browsers. Slow is bad, fast is good. Sometimes there is junk code that can be eliminated from a webpage and this will speed up the load time. Code cleaning tools are available to streamline your web pages.
Reciprocal links - That's when a particular page of mine links to a page on your site, and that page on your site links back to the page on my site. The links are reciprocated, in other words. Such links have very little SEO value these days.
SEM - Search Engine Marketing has two main ways to use the search engines to deliver traffic to your website -- 1, SEO (optimizing your site to be as search engine friendly as we can) and 2, PPC. With pay-per-click, you pay to have your site listed in the right hand column of Google. To get your ad shown higher up the page, you increase your bid. Well, that's the basic idea but it gets more complicated than that because "landing page quality" and other factors affect how much you pay every time somebody clicks on your ad. These two options can also be organic search and paid search.
SEO - Search Engine Optimization is the process of transforming an ordinary website into a search engine friendly site that will be listed high in the search engine results pages (SERPs). Your SEO guy or gal might edit your site's description, title tags, anchor tags, meta tags, alt tags, comment tags as well as the text on your web pages to make it more keyword focused - without overdoing it, because Google can sniff out keyword spamming a mile off. A good SEO writer will make your text sound like a normal in-depth discussion of the topic by an informed person.
SERPs - Search engine results pages. After you type in the words you are searching for in Google, the next page it takes you is a SERP.
Site architecture - It's been called “the art and science of creating good websites”. So it's about the planning and design of your sites. In the same way that a library with a million books has them all organized so you can stuff in a hurry, your site has to do the same thing -- organize its content well. One topic per page. Plus sensible internal linking between pages (which gives more "authority" to each page and also creates additional entry points to your site). So if it's done poorly, website architecture makes the search engine marketing and the SEO task more difficult.
Spiderability - Search engine companies use robot computers called spiders to travel around the internet, following links they find. So it is vital for you that your site makes the job of the spiders easy. Spiders cannot read Flash based content, or content generated through JavaScript. They can't read images either, unless you add an alt tag to the image.
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