Most websites visitors' come from Search Engine searches and it is therefore important to attract this traffic.
This article is an introduction to SEO which means Search Engine Optimization and can be defined as the set of activities which allow to optimise a website according to the rules used by the SE to return search results.
Every day a very large number of searches are entered into search engines such as Google, Yahoo, MSN and other ones and they return the results according to relevance rules. Most users, according to some statistic, normally look only to the first three results and rarely browse after the second or third results page. In order to attract traffic to your site it is therefore very important to have your site appear among these first results.
Search Engines want from websites a positive experience for the visitor and give value to good page contents and to a natural flow of backlinks (both in the home and in the remaining website pages).
The first step for SEO consists in keywords research. The term keyword refers to the words entered by search engines users to search what they are looking for.
You should try to understand what users are searching for and in which way in order to be able to have your site among the results. You should try to find keywords that have a large number of searches and that are not too competitive. If you make a search with a generic keyword such as "Health Insurance", you will find that there are many searches, but the search engine returns also millions of results, If you search for a specific Health Insurance company in a given area, you will get a much lower number of results.
Once you have a list of candidate keywords to target, you can use them to optimise your website with the aim to be found by users who search with those keywords.
The optimisation consists of two main parts as follows:
a) There are Onpage factors used to optimise the single website pages such as using the keywords in the title, in the headers and possibly also in the website URL, using keywords with the correct density and much more. Keywords should be used in your body text in a natural way and you should avoid using them too much because this could be considered by Search Engines as spamming.
b) There Offpage factors which consist mainly in getting external backlinks which will increase the popularity of your site. The search engines consider the external links as votes to your website. They count more according to the PR (Page Rank) of the external website (for instance a link from CNN counts much more than a link from Mr. Smith). Generally the SEO battle is won by the site which has the higher number of external links with a good PR (Page Rank).
It has been estimated that the Onpage factors have about a 20% influence on the Search Engines results, whereas the Offpage factors count for the remaining 80%.
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