A search for "skydiving" on Yahoo yields many results.
Where does your Web page rank, and how can you help it rise to the top?
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It's tough getting noticed on the Web. A Web page
can provide useful information about a popular subject in an
interactive and engrossing way, yet still attract few visitors. One of
the most reliable ways to improve traffic is to achieve a high ranking
on search engine return pages (SERPs).
Imagine that you've created the definitive Web site on a subject -- we'll use skydiving
as an example. Your site is so new that it's not even listed on any
SERPs yet, so your first step is to submit your site to search engines
like Google and Yahoo. The Web pages on your skydiving site include
useful information, exciting photographs and helpful links guiding
visitors to other resources. Even with the best information about
skydiving on the Web, your site may not crack the top page of results on
major search engines. When people search for the term "skydiving," they
could end up going to inferior Web sites because yours isn't in the top
results.
While most search engine companies try to keep their
processes a secret, their criteria for high spots on SERPs isn't a
complete mystery. Search engines are successful only if they provide a
user links to the best Web sites related to the user's search terms. If
your site is the best skydiving resource on the Web, it benefits search
engines to list the site high up on their SERPs. You just have to find a
way to show search engines that your site belongs at the top of the
heap. That's where search engine optimization (SEO) comes in -- it's a collection of techniques a webmaster can use to improve his or her site's SERP position.
In this article, we'll look at two SEO philosophies: the white hat approach and the black hat
approach. We'll also learn about some of the problems webmasters can
encounter when trying to satisfy both the visitors to the site and
search engines.
We'll take a general overview of what SEO really means on the next page.
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