What is Search Engine Optimization?

Search Engine Optimization is the process of helping pages appear high in the search engine ranking results for given keywords. Search engine optimization usually involves, but is not limited to: keyword research, page optimization, internal linking structure optimization, link building, and reciprocal linking campaigns.

Keyword research is the process of identifying keywords that:

• a lot of search engine users search for
• are relevant to your page/web site

Page optimization involves placing the target keywords in the various elements of a web page such as title, page text, alt image tags etc.

Your site's internal linking structure is very important for your Google ranking. Your most important pages should be linked to from every other page within your site. Google uses heavily its PageRank technology to rank pages and your internal linking structure should divert most of your site's PageRank power in the most important pages.

Internal Linking Structure Optimization is one of the most difficult and advanced search engine optimization techniques. It requires a good mathematical background and understanding of PageRank.

Internal Linking Structure Optimization is also very important for big sites, because if done wrong, it may prevent most of the third, fourth etc. level pages from being crawled and indexed.

Link Building is simply getting links from other sites. There are many general and specialized directories which list sites by category. You should get all the free listings that you can.

This is one of the most heavily utilized search engine optimization tactics. It involves swapping links with other sites (you put a link to a site, and it puts a link to your site). Reciprocal linking campaigns can get you to the top of the search engine results, if done right.

Not all sites are suitable for participation in reciprocal linking campaigns.

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