The Basics of Search Engine Optimisation

by Aidan Dorean

 

Search engine optimisation is a means for getting better and higher rankings in search engine results for targeted keywords, thus ensuring better volume and quality of traffic to the website from the search engines.

 

Search engine optimisation entails many different methods of achieving the desired results. Many of these techniques are allowed by Search engines and are known as White Hat search engine optimisation, while others known as Black Hat SEO are discouraged and can even lead to blocking of your website. In this article, we will briefly discuss the various white hat search engine optimisation techniques while giving a short account of the black hat techniques to be avoided.

 

Keyword Research

The keywords you choose and optimize your site for are the most important factor in getting targeted traffic to your website. You can use help of online tools like Google Keyword Tool in researching the various options for keywords. It will give you the competition for your keyword and other similar keywords, and also the amount of searches performed for them. Choose keywords which have high searches amount with minimal competition.

 

Building Links

Links from other sites to yours are a good way of search engine optimisation and improving your rankings in search engines. Submitting your site to web directories, participating in link exchange programs, blog commenting and forum posting with back links to your website are effective link building methods. Another good method of getting one way links which are given more weightage by search engines is by submitting good written articles related to your field in article directories and ensuring each article has a link back to your site.

 

Content Fine-tuning

The importance of good, informative, and fresh content can never be undermined in search engine optimisation. Good content automatically attracts repeat visitors and works as a natural link building tool with people linking to your site for its content value. Updated content will also have your page indexed by search engines regularly having updated information available to your visitors. Your content should also make use of your keywords judiciously, maintaining a good keyword density.

 

Website Design and Coding

For good search engine optimisation it is imperative that the website design and coding is done properly. Proper use of Meta tags, alt tags, headers, anchor text, and file names and directory structure is important to ensure that your site is fully indexed by search engines. At times to ensure that your website is looking good not only to humans but also to search engines you may need to use help from professional search engine optimisation services who will alter your site to achieve better results.

 

Black Hat Search Engine Optimisation

Apart from the above mentioned search engine optimisation techniques; there are a lot of other techniques in practice which are discouraged by search engines. These techniques, known as black hat SEO, usually give quick results but are not safe as they can get your site blocked from search engines once found out. Keyword stuffing for getting higher keyword density, use of link farms for link building, invisible text and links, and doorway pages are all techniques which search engines discourage and can penalize.

 

To summarize, search engine optimisation when done using proper techniques can give you long lasting results and help you get more targeted traffic to your site.