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Search engine optimization is the process by which a web site is
reshaped, reorganized, and rewritten in such a way as to maximize the
probability of search engines finding it and ranking it at the top of
their list.
Search
Engines have an extensive and rigid set of rules on the basis of which
they rank a particular site. The process of getting your site a high ranking is known as Search
Engine Optimization (SEO). Optimizing a site for search engines requires a
long-term commitment.
Search Engine
Optimization (SEO) requires consideration of a large number of factors. They
include:
Keyword phrase research and search description
design
Title, meta keyword, and meta description
optimization
Content placement and optimization to increase
relevancy for target keyword
/ phrases
Manual site submission to spidering search engines
Submissions to free directories (DMOZ) and selected paid
directories (Yahoo)
Inbound link development from related sites and directories
Ongoing maintenance, tracking, and employing new
techniques as they emerge
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 Since the major search engines, Google, MSN and Yahoo, use different criteria
in their ranking algorithms, conflicts can easily arise. Also, SEO
is not a one time exercise, because search engines continually adjust their algorithms to insure that sites are not artificially increasing their
relevance.
In the past there was no direct cost to get listed in search
engines. However, now almost all search engines, including Yahoo, offer several
programs that blur the lines. For instance, Yahoo has a program where you
pay a submission review fee and then pay per click (from 15 to 30
cents). You can still get listed in Yahoo without paying a fee,
however the number of times the Yahoo spider visits your site is not
guaranteed (less opportunity to optimize your site).
Google does not have any search engine submission programs that require
payment.
Because of the finite number of listings that can can on a search
engine results page only a few companies can get placement.
Accordingly, they may achieve a high position for certain keywords and
for other keywords their listing can't be found.
An increasingly popular way for companies to get a top position on
search engine result pages is through a pay
per click program. You don't pay for impressions, rather you pay when
a user clicks on your advertisement. Depending on the keyword, the cost
can range from a nickel to several dollars. All search engines offer paid advertising
programs, where ads show up on the top, bottom or right side of search
engine results pages. These listings are clearly marked with a
sponsorship prefix.
SEO should be a mandatory part of your online strategy and pay per
performance programs when done correctly enable you to make specific
offers. Research suggests that natural search engine results get
70% of clicks with the remaining 30% being PPC. Employing both SEO
and PPC allows you to dominate search engine results pages in a very
efficient manner.
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