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SEO is all about common sense and simplicity. The purpose of search engine optimization is to make a website as search engine friendly as possible. It's really not that difficult. SEO 101 doesn't require specialized knowledge of algorithms, programming or taxonomy but it does require a basic understanding of how search engines work. For the purposes of brevity this piece starts with a few assumptions. The first assumption is a single, small business site is being worked on. The second assumption is the site in question is written using a fairly standard mark-up language such as HTML or PHP.
There are two aspects of search engines to consider before jumping in.
The first is how spiders work. The second is how search engines figure out what pages relate to which keywords and phrases. Starting in the top left hand corner, a spider will read site content line by line from left to right. If columns are used (as they are in most sites), spiders will follow the left hand column to its conclusion before moving to central and right hand columns. If a spider encounters a link it can follow, it will record that link and send another bot to copy and record data found on the page the link leads to.
Titles should be written using the strongest keyword targets as the foundation. Some titles are written using two or three basic two-keyword phrases. A key to writing a good title is to remember that human readers will see the title as the reference link on the search engine results page. Don't overload your title with keyword phrases. Concentrate on the strongest keywords that best describe the topic of the page content.
The description Meta tag is also fairly important. Search engines tend to use it togather information on the topic or theme of the page. A well written description is phrased in two or three complete sentences with the strongest keyword phrases woven into each sentence. As with the title tag, some search engines will display the description on the search results pages, generally using it in whole or in part to provide the text that appears under the reference link.
Good content is the most important aspect of search engine optimization. While some search engines can strip text and link content from Flash files, nothing beats basic body text when it comes to providing information to the spiders. You can almost always find a way to work basic body text into a site without compromising the designer's intended look, feel and functionality.
The primary target is obviously construction applications for the blue widget. By placing the keyword phrases "blue widgets" and "construction widgets" alongside other keywords such as the singular words, "strongest", "trusted" and "builders" and "contractors", the sentence is crafted to help the search engine see a relationship between these words. Subsequent sentences would also have keywords and phrases weaved into them. One thing to keep in mind when writing page copy is unnecessary repetition of keywords is often considered spam by search engines.
SEO is not hard and it's definitely not an elite skill to be only mastered by the "gurus of internet marketing". In the field of SEO, anyone can claim to become a "guru" overnight and unfortunately a lot of people get duped into the search engine marketing hype or the latest SEO trick.Good SEO incorporates much technical tweaking and maintenance. Most of this technical tweaking involves web design, which includes link text, headers, HTML tags, and much more. Fighting your way to the top spot of Google will require more than simply making your site SEO friendly.
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