In the world of online marketing, simply building a website and keep it running isn't enough to fully use the Internet's full capability. This is the reason why Internet marketing techniques are applied to make full use of the Internet, particularly with online business that relies on visibility in the Internet. One of the most popular techniques used in Internet marketing today is SEO or search engine optimization.
SEO is now recognized as one of the most successful Internet marketing techniques that makes use of search engines to increase the quality and quantity of visitors coming to a website. It it also used as a way to create visibility in the internet, allowing targeted visitors to access their services or products with ease.
SEO is also a technique closely related to SEM or search engine marketing. However, according to many experts, such as those from SEO Philippines firms and companies, SEM and SEO are different from each other. Although both makes use of search engines to create visibility as well as accessibility, SEM mainly makes use of paid inclusion while SEO leverages on un-paid techniques that produces natural search results. This is the reason why many private bloggers became successful because of SEO's cost-efficient techniques.
However, effective as it is, SEO still requires a lot of dedication, and many found out that SEO is a much more complicated process compared to other forms of Internet marketing techniques, particularly with SEM. So what is SEO? What are the techniques used in it? And what is the usual practices of any SEO campaign?
The things that goes through in an SEO campaign
SEO is an Internet marketing technique that makes use of a number of methods. These methods or techniques are divided into two different categories, the one which is used inside the website and the one which makes use of external factors. These are called as on-page SEO and off-page SEO.
In every SEO campaign, the first thing that specialists (or consultants) would do is to do a keyword research. There are different tools used in keyword research, some are paid while some are free. Keyword research is integral to any SEO campaign because the success of a website in the online market is with the keywords used in SEO.
After keyword research, specialists and consultants would then take a analyze the website's effectiveness accommodate search engine spiders or crawlers. This means the first thing thing that specialists would do is to start with on-page SEO. So what goes through in an on-page SEO?
Important things that goes through in an On-Page SEO
There are a few things that specialists and consultants take when doing an on-page SEO. These are with the content and the code. The content of the website is very important in SEO. Some of the keywords would usually come from the content of the website itself. However, there are specific keywords (highly competitive and in-demand keywords) which is none existent in the current content that needs to be optimized. This is where on-page SEO comes into play.
In every SEO campaigns, editing or changing the content of the website is normally done to further improve the website for search engines. These changes or editing involves both the content of the website and the code used. In the content, researched keywords should be plentiful so as to tell a web crawler that this page is relevant to their searches. However, this may involve skills in writing because the content should still be understandable to visitors and not only for search engine spiders or crawlers.
After the content, the code is then analyzed. There are several places in the code that a specialist could use to embed more keywords. These include:
Meta tags, Alt tags, and in the Title attribute. Although the use of meta tags and title tags is considered insufficient in search engines, particularly with Google, many are still using this to add more keywords in their website.
The filename of images are also optimized to include keywords.
The URL, as well, is also optimized, removing signs such as !@#$% to include keywords.
Using sitemaps are also important for both visitors as well as web crawlers.
Another technique used in on-page SEO is submitting the the website's XML file to web directories. According to many SEO Philippines specialists, major search engines today, such as Google, Yahoo!, and MSN, makes use web directories for indexing new pages. This is the reason why SEO specialists makes use of web directories for indexing purposes.
Important things that goes through in an Off-Page SEO
After the on-page SEO, the off-page techniques would then begin. This is where the researched keywords are heavily used. This is because techniques used in off-page SEO further increases the chances of their website getting indexed in the first page rather than just maintaining an optimized website. However, compared to on-page SEO, off-page factors takes a lot of time, dedication, effort, and skills.
There are a few techniques involved in off-page SEO. One of the most recognized and highly used technique is link building. Link building, however, is just a term used to describe a number of techniques used in off-page SEO. These include:
Reciprocal links - A mutual link between two objects, commonly between two websites to ensure mutual traffic. One of the oldest form of link building, the use of this technique have significantly reduced because of the one-way link technique.
Three-way linking - The attempt of this link building method is to create more "natural" links in the eyes of search engines. The value of links by three-way linking can then be better than normal reciprocal links, which are usually done between two domains. Although considered as one of the oldest techniques too, many still use it because of its effectiveness.
One-way linking - Is a term used to describe a set of techniques which involves a hyperlink that points to a website without any reciprocal link. According to many SEO Philippines experts, this type of link building is considered more natural in the eyes of search engines which is why search engines give it more weight than reciprocal linking. Some of its popular techniques involve link bait, blog comments, forum signature linking, and many more
Another technique used in off-page SEO is article marketing. Before it was used in SEO, article marketing was used to market a specific service in the Internet. However, because it produced quality one-way links, it was also considered as a technique in SEO, particularly in the one-way linking category.
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