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The search engine optimisation (Search engine optimisation) approach consists of designing, writing, and coding net pages to improve the likelihood that they will appear at the top of search engine results for targeted keyword phrases. Several so-referred to as Search engine marketing professionals claim to have reversed engineered search engine algorithms and use strategically designed "doorway pages" and cloaking technologies to sustain long-phrase search positions. Regardless of all of these claims, the fundamentals of a profitable search engine campaign have not changed in all the years we have supplied these services.

To get the greatest overall, long-phrase search engine positions, three elements should be present on a net web page:

Text element

Link element

Recognition element

All of the major search engines (AltaVista, Quickly Search, Google, Lycos, MSN Search and other Inktomi-based engines) use these components as a element of their search engine algorithms. Websites that have (a) all of the elements on their net pages, and (b) have optimal levels of all the components execute nicely in the search engines general.

Text component

Considering that the search engines create lists of words and phrases on URL's, then it naturally follows that in order to do properly on the search engines, you ought to place these words on your internet pages in the strategic HTML tags.

The most important component of the text element of a search engine algorithm is keyword choice. In order for your target audience to find your internet site on the search engines, your pages ought to consist of keyword phrases that match the phrases your target audience is typing into search queries.

When you have determined the best keyword phrases to use on your internet pages, you will need to have to place them inside your HTML tags. Search engines do not spot emphasis on the exact same HTML tags. For example, Inktomi reads Meta tags Google ignores Meta tags. As a result, in order to do properly on the entire search engines, it is best to spot search phrases in all of the HTML tags achievable, with out keyword stuffing. So no matter what the search engine algorithm is, you know that your search phrases are contained in your documents

Link element

The method of placing keyword-rich text in your net pages is useless if the search engine spiders have no way of discovering that text. The way your pages are linked to every other, and the way your internet web site is linked to other net internet sites, does impact your search engine positions.

Even though search engine spiders are strong data-gathering applications, HTML coding or scripting can avert a spider from properly crawling your pages. Examples of website navigation schemes that can be problematic are:

1. Poor HTML coding on all navigation schemes: Browsers (Netscape and Explorer) can display internet pages with sloppy HTML coding search engine spiders are not as forgiving as browsers are.

two. JavaScript: All of the main search engines can't stick to hyperlinks embedded inside of JavaScript, such as but not restricted to mouseovers, arrays, and drop-down menus. Note: Even although reliable designer resources claim search-engine friendly scripts exist, many of them are untested and unproven.

3. Dynamic or database-driven web pages: Pages that are created by means of scripts, databases, and/or have a?, &, $, =, +, or % in the URL can present spider "traps."

4. Flash: Currently, none of the search engines can comply with the links embedded in Flash documents.

Consequently, to make certain that the spiders have the indicates to record the data on your net pages, we suggest possessing two types of navigation on a net web page: a single that pleases your finish users, and one particular that the search engine spiders can stick to.

Acceptance element

The reputation element of a search engine algorithm consists of numerous sub-components:

Link popularity

Click-through popularity

Internet web page reputation

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Attaining an optimal reputation element is not simply getting as numerous links as achievable to a internet site. The good quality of the internet sites linking to your web site holds more "weight" than the quantity of internet sites linking to your website. Given that Yahoo is the most frequently visited internet site on the web, a link from Yahoo to your internet website carries far far more "weight" than a link from a smaller sized, less visited site. Other outstanding internet sites that can assist produce superb recognition are LookSmart, the Open Directory, and About.com. Non-competitive, sector-specific sites (such as javascript.com) are also excellent hyperlink development sources.

Obtaining hyperlinks from other web sites is not sufficient to maintain optimal recognition. The main search engines and directories are measuring how typically finish customers are clicking on the hyperlinks to your site and how long they are staying on your internet site (i.e., reading your internet pages). They are also measuring how frequently end customers return to your internet site. All of these measurements constitute a site's click-through popularity.

The search engines and directories measure both link popularity (high quality and quantity of hyperlinks) and click-through acceptance to decide the general acceptance component of a net web site.