SEO Strategies. Part 1: Introduction
Introduction to SEO Strategies
The first goal of any search engine optimization strategy is to get your web pages indexed. But
even before that can happen, you need to get the search engine crawlers to visit your website.
Depending on the search engine or directory and the overall circumstances (how you invite and
solicit crawlers), that first visit could take days, weeks, or even months.
And while it’s true that the initial crawler visits can be somewhat unpredictable (or take a long
time in coming), once the ice is broken, future visits can be controlled to some degree…
Basically, the more frequently you update your pages, the more frequently the crawlers will show
up on your website doorstep.
Of course, that’s only half the battle. The other half is getting the search engines and directories
to actually index your pages.
In order to do that, you need to start at the beginning. And the beginning in this particular instance
is developing and enhancing pages in such a way that the search engine crawlers will be
The overall search process is simple…
All the text content that search engine crawlers gather is stored and indexed. People conduct
searches based on certain phrases (keywords). Whatever content possesses the most relevancy
with regard to any given keyword will be placed in the top positions of the search results.
And since the title of the page and the text content generally carry the most weight – at least with
regard to what search engine crawlers deem most relevant during their visits – it stands to reason
that improvement in page rank and/or search results listing can most often be attributed to having
individual and specific keywords properly incorporated into those two prime areas.
Of course, if keywords were the only basis for which page rank and position in search results
were determined, optimizing web pages would be pretty much cut and dried…
pick a keyword > use it in your title and throughout your content >
achieve high page rank and top position in search engine results
The problem is, there are so many variables that not only come into play but change on a regular
basis, it can seem as though achieving solid and effective search engine optimization might never
Fortunately, it’s not only possible, it can be relatively painless as well. All you have to do is satisfy
the top three requirements of pretty much all major search engines…
• provide quality content
• update content on a regular basis
• get numerous top-ranking websites to link back to your site
And the search engines and directories you should be trying to impress the most are the top four
DMOZ (Open Directory)
Beyond that, there are countless other search engines and directories like AltaVista, Ask Jeeves,
Should you optimize for those as well, or simply level your sites on the major players and bypass
all the search engines and directories below them? Not necessarily. You still want your pages
listed in as many locations as possible. You just shouldn’t try to satisfy every one of them with
regard to optimization.
Satisfy the top four contenders. Then, if you have the time and ambition to broaden the scope of
your SEO efforts, do it. If not, don’t worry about the hundreds (or even thousands) of other search
engines and directories that exist.
You’re only human. And just meeting the optimization criteria of the top four is going to be
challenging and energetic enough.
Of course, unless you plan to make search engine optimization your life‘s work, it’s not likely
you’ll invest most of your energy in that one single area (even when restricted to the top four
players). But you do need to invest a fair amount of quality effort.
And that basically equates to these two missions:
1. Get your pages indexed by major search engines.
2. Improve your page rank and position in search results.
In order to accomplish both of those, you need to carefully balance the line between good
optimization techniques and the urge to take things a bit too far.
In other words, you need to make certain you carry out your two missions without stepping over
the line into what’s commonly referred to as “black hat” search engine tactics.
That dark and evil territory would include things like:
Keyword Stuffing – repeating keywords over and over again for no logical or practical reason
Hidden Content – including keywords or text that’s the same color as the background for
the purpose of manipulating search engine crawlers
Doorway Pages – not intended for viewers to see but rather to trick search engines into
placing the website into a higher index position.
Although these types of practices were once considered intelligent and effective methods of
optimization, they can now result in having your website banned from search engines entirely.
In general, it’s better to concentrate on the most popular and most reasonable optimization
techniques. By doing that, you’ll not only achieve the results you’re looking for, your efforts will
have long lasting results.
And when you consider how much work is involved in getting any website to the top of search
engine rank and position, it’s worth whatever effort it takes to get it right the first time.
Here you have a Checklist with all you need to know about SEO, each piece explained in Part 2:
• Start by establishing groups of keywords that are related to your chosen topics or
areas of interest.
• The best keywords are ones that are searched for by thousands of viewers each and
every month but have little competition associated with them.
• Because secondary keywords are associated with fewer searches and less
competition, you’ll need to implement more of them in order to achieve maximum
• Keywords should be included in the title, in < h > tags, and throughout the overall
• Wordtracker is a comprehensive and in-depth online service for compiling accurate
and effective keyword lists.
• Don’t repeat keywords excessively.
• Don’t use inappropriate keywords in the page title and description.
• From a viewer’s perspective, content not only invites them to visit your website but
encourages them to return on a regular basis.
• From a search engine perspective, content is one of the primary factors in
determining just how much weight or importance should be given to any web page.
• You need to add new content on a regular basis.
• You need content that is updated frequently.
• Use Article Equalizer ( http://www.articleequalizer.com ) to easily and quickly
accumulate and publish keyword-rich content.
• Use RSS Equalizer ( http://www.rssequalizer.com ) to place keyword-related RSS
feeds on specific and individual pages.
• The goal is to get countless “important” websites to provide links back to you.
• The higher up the food chain a website happens to be, the more powerful any link
they provide back to you is perceived.
• Actively seek out important websites that have similar or related themes, products, or
• Encourage link backs to include valuable and keyword-rich text rather than simply a
• The best links originate from high-ranking websites, are placed in important page
locations, and include keyword-rich text.
• Pay attention to the rules set forth by search engines and directories, especially the
webmaster guidelines published by Google.
• Follow the rules and guidelines set forth by search engines and directories.