Search Engine Optimization

Search Engine Optimization is a type of internet marketing. Internet marketing may include paid advertising like display ads on pages. It may also include pay per click advertising of various kinds like those offered by search engines like Google AdWords or any website that offers you Pay-per-click (PPC) or cost per click (CPC) traffic from their site. Internet marketing also include email campaigns or newsletters, and also affiliate marketing where in an entrepreneur develops a website and gets it to rank high in the search engines for various terms and then redirects the traffic he gets to sites that pay him per sale commissions.

Search Engine Optimization SEO

Search engine optimization is the most common type of internet marketing. Search engine optimization or SEO is of two types, on-page search engine optimization and off-page or off-site search engine optimization.

On-site/On-page Search Engine Optimization

On-page SEO consists of two parts as well. The first part of on-page search engine optimization is creating unique and sought after content for your site that is targeting keywords relevant to your business and then optimizing it so the search engines will tend to rank that content higher. By content we mean the words, images, and videos on your page. Words are the most important for search engine optimization but images and video are essential compliments. This optimization in part has to do with the preparation of the content, e.g. using the keyword in the article or post early enough and often enough and hyperlinking between the pages on the website using your keywords as anchor text in the hyperlinks. When you make a hyperlink to another page there is the url such as which you do not see when reading the article. Then there is the anchor text which in this case would be “search engine optimization.” Here is an example of a hyperlink with both anchor text and the url you can’t see but will appear in the bottom left of your screen if you mouse over it: internet marketing design. Please note that it is important that the search engine term is used in both the anchor text and the url some of the time but not all of the time. The anchor text should vary or google thinks its unatural.

Other on-page search engine optimization tips are to have your home page optimized for your main keyword phrase and for the home page to have at least 1200 words on it. The first words of that page should be your key word phrase which should be 1-3% of the words on the page. Other pages optimized for keywords should have at least 300 words.

On-site search engine optimization also has to do with using the keywords on the coded parts of the page and or using the right coding for the keywords. For example you always want the title of the page to contain the keyword first and be in the H1 tag. This used to be easy when we built websites from scratch using html code. Nowadays most websites are made with a content management system like WordPress, WordPress being the most popular now. When making a WordPress website you can choose from thousands of templates which are page styles of various design and color. Most of these templates put the logo not the page title in the H1 tag and you have to hack the template to make it suitable for marketing, i.e. use the H1 tag for the page title, which ought to be where you put your keyword phrase.

Off-page/Off-site Search Engine Optimization

Off-site SEO is all about getting incoming links to your site. But it’s not about quantity; it’s about quality. One link from any super high authority site like the New York Times is worth more than 10,000 links from unknown sites. 10,000 links from unknown sites would actually do more harm than good because large quantities of unknown links have negative results in google. Or at least they have historically. If the links to your site are from known spam sites then it is even worse, or at least it has been historically. Spam sites will link to you for a fee. Back to high authority links, you may not be able to coax the New York Times into writing an article about you that links back to your site but there are lesser known but still authoritative sites that you can get articles published on with links to your site. Some of these you may know like associations in your industry, local newspapers, your suppliers or customers, or any reputable website you may happen to know the owner of and can ask to link to you.

For other high authority websites you may rely on your internet marketing company to get articles published with links back to your site and other links to your site. Each marketing company has different strategies to acquire high authority links and they probably don’t want to talk about them too much so they don’t give away their secrets.

Another important aspect of search engine optimization is social media management. In one sense it is off-site search engine optimization because it is not on your site and you are usually linking back to your site with posts. However, some on-page search engine optimization skills are employed in writing your social media posts. Social Media Management is an integral part of search engine optimization but it is also a subject unto itself.

Your internet strategies must contain both on-site and off-site search engine optimization. A little internet marketing training goes a long way to learning how to do this yourself and converse with professionals about it. Try our article on marketing design and choosing an seo company for a good foundation.

On-page search engine optimization is not very hard to learn. Good copy writing is a skill that may be harder to learn if you are not naturally talented and experienced in writing. Off-page SEO has aspects of it that are also easily learned as well. That is, it is not hard to learn how to get people you do business with to link to your site. However, getting people you don’t know and don’t do business with to write about you favorably and link to your site is much more difficult to learn to do effectively.

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