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Search Engine Optimization is a Continuous Process

by: MindGeneis

Many of us must have heard the saying ‘Plan your work and work your plan’, and that the one who actually believes and works on it succeeds in the rat race of proving his or her worth. This certainly stands true for the corporate world which is continuously upgrading itself with the latest technology and where every organization faces new competition in every aspect of the business world. Marketing is an integral part of all these aspects. No business enterprise can survive without marketing and promotion of its products and services. The main reason for this promotion is the fact that ‘out of sight is out of mind’. This is why, it is essential to maintain the visibility of the business enterprise in the eyes of the potential customers.

With the Internet coming up with new conveniences and benefits, both for customers and for business enterprises, it has become a perfect marketplace in the present-day scenario. Along with many benefits such as the potential to find customers worldwide, it also has many drawbacks to it. The challenge involved in online marketing is to combat the competitors from all over the world. The internet has meant that restrictions of geographical boundaries do not hold true anymore. This is where the visibility of the website comes into question. Search engine optimization (SEO) is the process that rates the website based on various factors and delineates their rankings. Business organizations therefore have to recognize these factors that affect their rankings with search engines and make the required amendments in their websites accordingly. Once a website has achieved a higher ranking search engine marketing, one can say that the business organization is almost halfway through on the path of success. We can say that diverting traffic to a website by way of higher SEO ranking via search engine optimization is a key to reaching the zenith of success.

The better your research, the more improved your website’s ranking. The main aim of search engines is to satisfy Internet users by providing them the exact information that they were looking for. They want content that is not only relevant, but also upgraded according to the latest developments. This is the reason why search engine optimization is also known to be an ongoing process. That is to say, providing the relevant information and achieving a higher ranking once is not enough. The website has to be continuously updated to maintain that high position with the search engines.

The content of the website holds the most important position when it comes to improving search engine rankings. ‘Content is king’ is a phrase that each one of us, who is acquainted with the workings of SEO techniques, must have heard. This is primarily because this is the basic requirement of the user. The content should always be relevant and easily comprehensible. Plagiarized content is not required at all. Ensure that you do not stray from the topic or repeat points. The keywords that will be used should fit in well with the flow of the text. Enlighten Internet users with your knowledge and impress them with your interesting writing style and do not bother about the consequences after that. It is necessary to make the content rich in keywords. Though one should also be cautious not to exceed the ideal keyword density, otherwise it may draw the suspicion of spam towards the site and may lead to the site being banned. This is also why you should be careful when choosing a company that provides SEO services.

There is a need to conduct constant and extensive research to find the keywords that potential users are expected to submit in the search engines. The keywords chosen should be such that it best describes the crux of the entire website. Also, the keywords selected should draw fewer competitive website results, but it should not be so unique that a general user would not even think of that keyword while searching. Technically speaking, it is advisable to go for keywords that draw less than 5000 competitive websites, but is searched at an average of 1000 times per month. Do not forget to incorporate the selected keyword in the header tag, keyword tag, title and in the description tag, including a few times in the actual content of the website.

Apart from the content and keywords, there are some other factors that greatly influence the rankings of a website on the search engines. Interlinking is a method of promotion that mentions the link of your website to the visitors of another site that has the same theme, and vice versa. This could be a reference link for the users of that website. Uploading numerous articles related to the theme of the website is another standard component included in SEO techniques to enhance the rankings with search engines. These articles can also be submitted with famous article directories that will drive more traffic to the site as the hyperlink of the website can be mentioned in the resource box at the end of the article. At times, the site map of a website can also be of great help in achieving a higher ranking. As the site map lists all the content mentioned on the website, when the SEOs trace the required keyword on the sitemap, they simply index it with the search engines. This enhances the ranking of the website.

However, there are many SEO consultants who claim to provide top rankings with search engines within a few days and they undoubtedly, prove themselves right in claiming that. But, one should remain alert not to be carried away by such claims as there are two techniques of SEO that gives higher rankings – white hat and the black hat SEO techniques. While white hat makes use of ethical techniques, black hat employs unfair strategies to achieve the top position with the search engines in a matter of a few days. The latter technique is the one that is also employed by SEO services providers  who claim a quick higher SEO ranking. For long term benefit, one should always look forward to white hat techniques to avoid any inconveniences such as spamming and other related things. Hence, we can say that SEO serves a two way purpose by providing the user with the required information, and business organizations their soaring profits.

Abusing SEO Techniques

There is no such thing as a perfectly optimized page or site. There are going to be instances where some SEO techniques are not viable because of the site’s construction or programming. Search engines don’t want the perfect SEO’d site — they are more interested in what pages best fit the search by the users.

If some of your page elements, such as your title tag and links, have the exact same text, your site could possibly be in trouble, because it looks like you are trying to manipulate the search engines. Not only do you have to consider your site’s elements, but you must also consider your inbound links as well. If all your inbound links have the exact same text, this may also look like you’re trying to inflate your link popularity. This can have an adverse effect on your search engine rankings and your overall search engine marketing campaign. To remedy this, try to mix things up a bit. It’s best to come up with different variations of your text and link text that you can use interchangeably.

There are also words you should try to avoid using in search engine optimization. Some of the words are very common words that are related to spam or just don’t have the weight they used to, which may make search engines feel that the content is not of the highest quality. Some of these words are Link Exchange, Add URL, Forums, Link Partners, etc. You should also try avoiding naming your pages with these words, e.g. links.html, forums.html, etc.

Natural Appearance
Overusing SEO techniques may also flag your site as spammy and may de-weight your site. Looking at it from a search engine’s perspective, if you are using every single technique in SEO, this can be detected because your site matches too closely to the quality marks. The goal in optimizing your site is to try and match the all the quality signs that search engines look for, but not to match them exactly.

It is best that you try to make your site appear as natural as possible rather than being optimized to the max, which it makes your site look unnatural. When creating and optimizing your site, whether you’re doing it in-house or hired SEO services, keep your users in mind. It is also helpful to ask yourself this question, “If I didn’t own the site, would I still visit it on a daily basis?”