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Introduction To Search Engine Optimization

Creating and publishing a website is no longer a mysterious, cryptic task that is reserved only for computer geeks. Nowadays, virtually everyone and their dog has their own website.
Anyone wanting a piece of the virtual pie can easily sign up for a free Blogger blog in about five minutes. In addition, there are lots of WYSIWYG editors available that make creating a beautiful, interactive website a very simple drag & drop process.
So that’s the easy part.
The difficulty lies in getting your website seen! With the internet’s estimated 20 billion webpages, how on earth can you attempt to rise above obscurity and become well-known and famous in your niche?
The answer lies in search engine optimization.
SEO can be defined as the process of driving traffic to your website organically (unpaid) from the search engines. In order to get the search engine bots to notice your site and include it in the results pages, you’ll need to work on these three components:

  1. Making sure your content is relevant to the keyword phrases being searched
  2. Optimizing your website with keywords and linking structures
  3. Building powerful inbound links to your website from others in your niche

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How Search Engines Work

You see it and use it multiple times throughout the day, but do you know how it works?
Surprisingly, many webmasters severely lack knowledge about one of the most important aspects of the internet – the search engines! We all know they exist, we know people use them, and we know that they drive traffic to our
websites. But few people actually carry an understanding about how they work.
If you can educate yourself about the way search engines function, you’ll be more capable of optimizing your site properly.
Search engines send automated “bots” to “crawl” the web through hyperlinks.

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As we’ll discuss later, without external hyperlinks to your website, the bots really have no way of finding your website. It’s still possible that they’ll discover your site eventually, but without some kind of effort on your part, it may be unlikely.
Only about half of the existing pages on the internet have been crawled by the search engines, if that gives you any indication of the importance of backlinks.
Once the bots crawl your website, it becomes indexed in a huge database along with all the other indexed pages on the internet. There are literally billions of pages stored in this database. Yet, as you’ve probably noticed, it takes barely a second or two to get results after performing a search.
When searches are made, the engine quickly scans through relevant documents and provides results based on the most accurate possible matches.

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Generally a match is determined by the presence of that particular keyword on the webpage. Thus, on-page optimization is extremely important.
Google and the other search engines will provide differing results depending on whether you type the phrase as-is (purple umbrellas), in quotes (“purple umbrellas”), with the + symbol (purple + umbrellas), or other variations.
After the SE has found matches for the search query, a special algorithm scans each of the results to determine relevance to the keyword phrase. Results are provided to the user in order from most relevant to least relevant.
So what can you learn from this information?

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A few things:

  1. Your page must be relevant to the search term (listing the keyword several times throughout the course of the website, on-site optimization)
  2. You need external hyperlinks (backlinks) pointing to your website to act as a “gateway” for the bots to access your site.

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