In today’s age of the Internet, the search engine is king. Everyone wants to know how to best place their web site so that it shows up at the top of the search results in places like Google, Yahoo and Bing. This technique is known as search engine optimization, or SEO, and there’s more to increasing site traffic than just adding the words “Jennifer Lopez” to your site.
Techniques of SEO work to move internet traffic in the direction of a certain web site. Sites that score higher in search engine lists tend to get more unique visitors. Many different organizations handle SEO, but most of them use the same type of techniques.
Most people start by researching the search engines they plan on targeting. They check to see how words are showing up in the results pages of, for example, Google and then try to incorporate those words into their web sites to improve visibility.
The title chosen for the site is also important in increasing site visibility. The title picked for the site shows up first in the search results page, and other webmasters will use the title on their own page when including it in a list of links.
More is better when it comes to the number of web pages linking to a target web site. One good technique for improving search results is the submission of the web site to the lists of similar web sites that have directories, and these sites will usually include a site’s link in exchange for a return link. These back and forth links are all spotted by the web crawlers working for search engines, which send all this information back to the search engine.
Not everyone plays by the rules, however. One black hat technique is known as spamdexing, where a certain word is repeated over and over again on a web site. This is designed to improve the site’s search result due to sheer volume, but it is frowned upon by most web designers and is considered a form of spam.
Other designers may follow the agreed rules but may see what they can do to tweak them a bit. These gray hatters may set up a multitude of little web pages who serve no other purpose than to provide a link to the target web site, which bumps up the number of links. This increase is also noted by the web crawler and this in turn drives up site traffic through the search engine.
The best bet is to simply write good copy for the web site. Well written copy always helps a site show up in the results. The primary copy should be on a web site’s first few pages, as the crawlers skim the surface of a web site and don’t always go much farther. This means that the farther away a page is from the site’s main page, the less likely it is to get indexed by the crawler, which undermines the practice of search engine optimization.
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