Search Engine Optimization

Search Engine Optimization

earch engine optimization is the process of achieving top rankings in the search engines for a website’s most relevant search terms. The most relevant search terms are the phrases that people are most likely to type into a search engine when looking for what the website has to offer. These are the search terms that it is essential to rank highly for, and these are the search terms that search engine optimization targets.

The acronym “SEO” can refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term “search engine friendly” may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.

Search engine Optimization methods

  1. Getting indexed
  2. Preventing crawling
  3. Increasing prominence

Search Engine Optimization – the basics

  1. Link structure within the site

Make sure that all pages link to at least one other page. It is good to structure the internal links so that targeted search terms are reinforced. E.g. organize the links so that a topic’s sub-topic pages link to the topic page with the right link text (see below), and vice-versa

  1. Off-page elements

 Link text

some link text
  1. On-page elements

The Title tag

<title>some title words</title>

The Description tag

<meta name="description" content="a nice description">

The Keywords tag

<meta name="keywords" content="some keywords">

The H tag

<Hn>some heading words</Hn>
"n" is a number from 1 to 6; the biggest heading size being 1.

Bold text

Bold text is given more weight than ordinary text but not as much as H tags.


Use the search term as often as you can on the page whilst not detracting from the page’s readability.

Alt text

<img src="url" alt="some alt text which is displayed on mouseover">