Search Engine Optimization (SEO)

The purpose of Search Engine Optimization (SEO) is to help the Search Engines (for example www.google.com), to recognize your web site pages as being most relevant to the specific searches that people are performing.

When people perform searches, they type in search terms (e.g. 'homes in Denver'). These search words are collectively known as the 'keywords' that define that search.

When the search engines review your pages (a process called 'spidering') they will create an entry in their indexes that categorizes your site specifically against the keywords it thinks most accurately reflect what your site or page is about.

In other words, the search engine is attempting to determine what your site or page is really about so that it can provide the most accurate results when someone searches for specific keywords.

The only way that a search engine can know how to index your site or pages, is to review and analyze the content and context of your web pages.

Therefore, the process of Search Engine Optimization is one of ensuring that the content and context of each of your web site pages reflects the keyword searches for which these pages should be found.

Its important to remember that search engines will index nearly all pages on your web site, not just the home page.

Content and Context

The content of your site, which is fully controllable by you, consists of the actual words, text and HTML code on a web page. This will provide substantial information to the search engines about the focus of your page and the relevance it has for certain keywords.

The context of your pages is determined by how others pages (in your web site and other web sites) refer and link to your pages.

Third party sites that link to you, essentially provide an endorsement of your site in the eyes of the search engines.

These links provide a measure of credibility and therefore can improve the relevance of your site as far as the search engines are concerned. Obviously the more credible or relevant the web site that has a link to your site, the more relevant the search engines will consider this link to be.

Strategy

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