A search engine has one predominant goal: to rank the best and most useful, informative, and functional websites highest on its listings. Search engine optimization (SEO) focuses on creating websites that rank high up in these search engine listings. Several factors make websites worthy of high ranking.
Usability
Usability is an umbrella term that refers to the ease-of-use of a site. Visitors should be able to negotiate a site without having to think about it. An intuitive site gears its structure and content to the audience so they have the best possible experience while on the site. The following are elements of usability:
Accessibility. In this context, accessibility refers to the ability of users to move through a site. Broken links and code errors decrease accessibility. An accessible site also addresses the needs of disabled users. Content must be accessible in all browsers without special actions.
Navigation. Use of standard navigation tools such as alt tags for image links and breadcrumbs improve ease of use of a site.
Design. High quality professional design increases visitors' perception of the quality and integrity of the business. Adherence to design standards helps make a website more usable, as does consistency of menus, logos, layouts, and other design elements. Professional design improves usability and increases linking and return visits.
Search-friendly text
Crawlers cannot search text they cannot locate. Search-friendly text that is in HTML format improves ranking and proper indexing. While keyword placement, density, or layout are no longer significant for SEO purposes, the primary term or phrase must be prominent on the page.
Title tags and meta data
Title tags are important for search engine ranking. A good title includes the words or terms for finding the website. The title tags are also the descriptions that show up when people add sites to their Bookmarks or Favorites.
Meta keyword tags were once critical for search engine optimization. Now, however, search engines do not even use them for ranking.
Meta description tags give website owners some control over how search engines describe their sites. If the first sentence or two of content describe what the site covers (as they should) they can form the meta description.
Content
Content matters. Search engines employ sophisticated analytical techniques to find quality writing. Therefore, content that is well written and adds value is critical for high ranking. Great content also improves linking, which exponentially increases the likelihood of high ranking. High quality content is:
Unique. Includes information that cannot be found anywhere else.
Non-commercial. Avoids commercialization of content. Visitors react more favorably to content that does not advertise, or at least does it subtly.
Narrowly focused, yet covers all sides of the topic.
Accurate and descriptive.
Related to the needs of the intended market. One way to uncover market needs is to research the topics that generate the most interest in online discussions. Another way is to ask contributors in a specific field what they want to read about.
Creators of useful, informative, and functional websites have a good chance of earning high search engine ranking in their fields. It's not as simple as carefully placing keywords, but following these principles provides a good start.
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