SEO Basics and Intro
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Search engine optimization is the employment of a combination of both “on-the-page” and “off-the-page” tactics to raise the position of a web site on the search results page of crawler-based search engines so that search engine users can find the most relevant content to their search query at the top of the listings.
Directory optimization is the composition of a site summary description that is compatible with the editorial guidelines of the directory, the “style” of the category editor, and relevant to the web site’s content.
A keyword phrase is a phrase that a user types in the search query box to locate web sites that are relevant to the keyword phrase.
Search engines are using a spider software program to index web sites. After a web site has been submitted, the search engine spider program will index your site in the “editorial listings” within a few weeks. The top-13 search engines cover about 90 percent of all online searches performed on the Internet. Those search engines include:
Most spider-based search engines (e.g. Inktomi, Lycos, Ask Jeeves/Teoma and AltaVista) are offering paid inclusion programs which means that you pay a fee in exchange for guaranteed indexing and spidering of your site.
Directories employ human editors to review web sites and have those editors edit your site title, description summary and ultimately the listing and ranking.
All major directories, except for Open Directory follow the paid submission model. In turn for a flat fee editors review newly submitted sites for a possible inclusion in the directory. Most sites that comply with the editorial guidelines and have good content will be excepted.
Search engine and directory advertising appears in the form of sponsored links or small ads on the search result pages that appear in response to a keyword search. Sponsored links may also appear on a category page in a human-compiled directory such as Yahoo. Ads usually appear to the right, left or above the main search results. Paid links in search engines and directories are usually sold on CPM basis. This means you pay for how often your ad appears, rather than how often your link is “clicked”.
Most search engines increasingly rely on “link analysis” in additional to traditional information retrieval techniques, such as textual, semantic and relationships between pages and queries to help determine relevancy, and thereby ranking, of web pages.
“Link popularity” is only part of the link analysis system. Link popularity refers to the number of inbound links a web site receives from external web sites and does not take into account the quality and context of links. With a link analysis system a link from a major directory like Yahoo or an unknown related web site is seen as far more valuable than a link to your site from an unknown, unrelated web site.