Balaji Ramanathan | Balaji Chennai SEO Expert

SEO - Search Engine Optimization

What is SEO?

(Search Engine Optimization) SEO is a process of arranging a web site’s content to obtain high rankings in various search engines (both the site and individual pages), and includes tailoring on-page text (such as headlines and subtitles) as well as choosing the proper keywords for a page’s meta tags.
Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a subset of search engine marketing. Search engines display different kinds of listings in the search engine results pages (SERPs), including: pay per click advertisements, paid inclusion listings, and organic search results. SEO is primarily concerned with advancing the goals of a website by improving the number and position of its organic search results for a wide variety of relevant keywords. SEO strategies may increase both the number and quality of visitors. Search engine optimization is sometimes offered as a stand-alone service, or as a part of a larger marketing effort, and can often be very effective when incorporated into the initial development and design of a site.

For competitive, high-volume search terms, the cost of pay per click advertising can be substantial. Ranking well in the organic search results can provide the same targeted traffic at a potentially significant savings. Site owners may choose to optimize their sites for organic search, if the cost of optimization is less than the cost of advertising.

Not all sites have identical goals for search optimization. Some sites seek any and all traffic, and may be optimized to rank highly for common search phrases. A broad search optimization strategy can work for a site that has broad interest, such as a periodical, a directory, or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy. Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business. Focusing on desirable traffic generates better quality sales leads, resulting in more sales. Search engine optimization can be very effective when used as part of a smart niche marketing strategy.

Basic Terminology’s in SEO:SEO GlossaryAlgorithm – The formula that determines how a web page will rank in the search results pages of a search engine.

 

ALT text – The text that appears when you put your mouse on top of an image or a picture.

Anchor Text – Also known as Link Text, the clickable text of a hyperlink.

Below the fold – Content of a web page that is not seen by the consumer unless the consumer scrolls down.

Blind Traffic – Low quality traffic generated by misleading banners or SPAM.

Clustering – In search engine search results pages, clustering is limiting each represented website to one or two listings.

CPA – Cost Per Action.

CPC – Cost Per Click.

CPM – Cost per 1,000 impressions.

CSS – Cascading Style Sheets.

CTR – Click Through Ratio.

Doorway Page – A web page designed to draw in Internet traffic from search engines, and then direct this traffic to another website.

EPV – Earnings Per Visitor.

Filter Words – Words such as is, am, were, was, the, for, do, ETC, that search engines deem irrelevant for indexing purposes.

Hit – A single access request made to the server.

IBL – Inbound Link. A link from another site to your site.

LS – LookSmart

ODP – The Open Directory Project (http://dmoz.org/)

Outbound Link – A link from a page of your site to another site.

Page Views – The number of times distinct pages of a website are served.

PPC – Pay Per Click.

Query – The execution of a search on a search engine.

RFP – Request for Proposal.

ROI – Return ob Investment.

SE – Search engine.

SEM – Search engine marketing.

SEO – Search engine optimization.

SEP – Search engine placement.

SERP – Search Engine (Search) Results Page.

Stemming – Word variations. For example, if I entered the query “swim”, a search engine that supports stemming might return results that include “swimming” or “swims”.

Stop Word – A word which is ignored in a query because the word is so commonly used that it makes no contribution to relevancy. Examples are common net words such as computer and web, and general words like get, I, me, the and you.

Unique Visitor – An instance of a unique site connecting to your server.

URL – Universal Resource Locator.

USP – Unique Selling Proposition. Sometimes mistakenly defined as Unique Selling Point. The Unique Selling Proposition concept was first developed by Rosser Reeves of the Ted Bates Agency. It states that in order for advertising to be effective, it must address three elements: