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What is search engine optimization (SEO)?

on in Internet Marketing

search engine optimizationWebsite search engines include; Google, Yahoo, Bing, to name a few of the largest.

The objective of SEO is to improve the volume and or quality of traffic to a site or web page using unpaid methodologies; as opposed to Search Engine Marketing (SEM) which deals in paid inclusion.   E.g. “pay per click”

Each search engine has its own differing algorithms used to rank a site.   The leading search engines provide general guidance but do not disclose the specific algorithms that each uses; for example Google says it ranks sites using more than 200 different factors.  

Early search engines (mid to late 1990’s) relied exclusively on Meta tags, headings, keyword density and other factors exclusively within the webmasters control; leading some to abuse and manipulate the rankings.   Search engines responded by developing more complex ranking algorithms which factored in features beyond the webmasters control.

Current search engines are very sophisticated; factoring in ‘on-page and off-page factors’ From traffic to URL date; Personalizing each search based upon an individuals previous search history and using the web search history of all its users to populate search algorithms. 

Search engines approve even encourage optimization techniques which conform to guidelines and avoid deception.  However be aware that use of deception and manipulative techniques may result in automatic reductions in rankings or outright elimination of a site from search results. 

Initial website design factors have a lessened but still significant influence on SEO.  Google and Yahoo still use ‘spiders’ to crawl and index a website; site set-up and content still play a big role.  URLs may need to be submitted to guarantee site inclusion.  Cross linking of pages and links to other websites can have a positive effect, beware of ‘link spamming’.

Content is king!  Frequently searched key words, phrases and content that is relevant and updated will optimize your search results.


Here are some SEO services
Santek Online provides:
  • Analyzing Your Competitors
  • Keyword Research & optimization
  • On Page Optimization
  • Off Site Optimization
  • Content Development
  • Meta Tag Refinement
  • Social Network Setup & Integration
Tagged in: optimize SEO

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