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Getting Listed in Search Engines: Search Engine Optimization (SEO)

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Search engine optimization (SEO) image

Intro paragraph.

What exactly is search engine optimization?

Search engine optimization is designing, writing, and coding (in HTML) your entire website so that there is a good chance that the most appropriate web document will appear at the top of search engine queries for your selected keywords and key phrases. This definition is applicable to both site search engines and the commercial web search engines (Google, Yahoo, Bing, etc.)

Search engine optimization (SEO) is optimizing for people who use search engines. Users first, technology second.

When to optimize

SEO is not magical fairy dust sprinkled onto a website that magically makes web pages rank. It is not, or at least shouldn't be, a one-shot deal. Search engine optimization is an ongoing (iterative) process.

The best time to begin search engine optimization is before you design and architect your website. As website designers, information architects, and web developers create prototypes and page templates for you to approve, you can have a search engine optimization specialist take a look at them and tell you which ones is best for:

Crawling

Before any search engine can analyze the aboutness of a web document, it first must have the ability to access the document and its content.

A web search engine text.

A site search engine text.

Indexing

After a web search engine is able to access a web document and its content, then the search engine goes through a filtering process.

Citing

Text here

Accommodating searchers

Text here. For details, please read Searcher Behavior: The 4th Building Block Of Search Engine Optimization.

Once you have selected the best layout for your website, then the search engine optimization specialist can tell your designer when and where to place your keywords and key phrases within your HTML tags.

How can you tell a quality search engine optimization specialist from a scam artist? A search engine optimization specialist should be able to get your site indexed well for Google, Bing, and Yahoo. The search engines differ in the way they index sites. Google does not use the meta-tag description of text doucments for relevancy.

Yahoo currently uses meta-tags. And Yahoo has a Web directory. Ask how your site will be designed and tagged for each of these. If you don't get 3 different answers, then you should move on to a more experienced search engine optimization professional.

If your website has already been designed, a professional search engine optimization specialist will often recommend layout and design changes. He/She is not telling you that you have a bad-looking website. He/She is telling you that the site's layout will not get indexed well for your targeted keywords and key phrases. For example, a site that has a triple frameset (on the top and on the side) is extremely difficult to get indexed well on search engines, even with a gateway page. However, a simple frameset can get indexed well in search engines, with or without a gateway page. A search engine optimization specialist can design or tell your website designer how to lay out a simple frameset to get the best results.

SEO is not always marketing

Search engine optimization and other online marketing strategies (advertising, copywriting, posting to social media, etc.) are not substitutes for a website with solid content and great layout. Search engine optimization is not a substitute for customer service, a good sales pitch, or a great product/service. It is not a substitute for a well-planned online and offline marketing plan.

Search engine optimization is one means of helping your potential customers find your website and its content.

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Related articles

If you liked this SEO article, here are more links to related optimization tips and articles from Omni Marketing Interactive:

You can also read our articles from other online publications.


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If you have any questions about Omni Marketing Interactive's search engine optimization (SEO), website usability, information architecture (IA), or web design services, please call us at 847-426-4256.

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