SEO (Search Engine Optimization) is a natural or organic way of improving a website’s visibility in search engines. The basic purpose is to increase rankings for targeted keywords.

See Wikipedia’s definition of SEO.

See Search Engine Land’s definition of SEO.

People type keywords into search engines to find information related to those keywords. If a website is optimized with those keywords, it will rank higher in the results of a search engine query. Other websites with similar keywords compete for those rankings.

It is important for a website to be optimized with keywords that are effective and accurately describe the company. Keywords should be based on products or service and location.

– – –

There are 2 methods of SEO, On-Page and Off-Page. Both are equally important, but On-Page SEO should be done first.

On-Page SEO

On-Page SEO is the process of optimizing the website itself. The website should have proper HTML structure and well-written content. It is important to use the right keywords and place those keywords with prominence and consistency throughout the website.

Usability is an important ranking factor. The website needs to function and display well on different devices and browsers. Users may interact with a keyboard, mouse, touch screen, or voice.

An XML Sitemap is a hidden file on a website that defines the navigation structure of a website. A sitemap helps search engines index and update each web page properly and in order of importance.

W3 validation checks for technical errors on a website. The W3 declares standards and guidelines on the WWW (World Wide Web). Websites must be declared with a document type for W3 validation. This allows for proper website accessibility.

Off-Page SEO

Off-Page SEO is the process of expanding your online presence and driving traffic to the website. This may include business and directory listings, social media profiles, and blog marketing. Off-Page SEO is an ongoing process and typically part of a monthly plan. This may also include analytic reporting, general maintenance, and software updates.

– – –

Google Algorithm Change History

Google Official SEO Guide