Search Engine Optimization (SEO)

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Contents 1 What is SEO (Search Engine Optimization) 1.1 SEO Glossary 1.2 Useful SEO Tools & Resources 2 Undertaking SEO

What is SEO (Search Engine Optimization)

SEO or Search Engine Optimization, one of the principal practices involved in Search Engine Marketing (SEM) which refers to the process by which a web site is optimized internally and externally via "natural" ("organic" or "algorithmic") search results for targeted keywords, in order to increase traffic to the web site from the various search engines. Generally the higher the website appears search results or "ranks", the more likely it is the person conducting the search will visit that particular site.

As a part of the SEM strategy, SEO looks at how the various search engine algorithms work and what terms people generally are searching for. As part of this strategy, SEO considers the web site's coding, unique content, site appeal and proper site structure as well as ensuring that there are no issues hat might prevent search engine spiders from fully indexing the web site.

SEO Glossary

A great collection of of search engine optimization and marketing-related terminology from Epiar Inc. [SEO Glossary]

Useful SEO Tools & Resources

1. [RankSense Software Suite] - this revolutionary search engine optimization | SEO management software suite makes it easy and affordable for anyone to get top rankings in the search engines. Sign up today with your SuperbHosting Account and get a 30 Day free trial and 20% discount. Simply login to your myCP Control Panel to get promo code.
   
   
2. [SEOmoz Pro Tools] - an excellent collection of free SEO tools to check Backlinks, PageRank, Inclusion, Indexing, Authority, Age, HTTP Status Code, Whois Data, and Outbound Links, as well as guides and tips on getting the most out of your SEO. Every SuperbHosting account comes with free trial and promotional offer.
   
   
3. [Google Analytics] – every SEO no matter what level, should use Google Analytics to improve their search rankings.
   
4. [SEOBook] - has an extensive collection of SEO tools from around the web for measuring search analytics, keyword research, competitive research, pay-per-click (PPC) advertising, link analysis, and search engine ranking checkers.
   
5. [WordTracker] – a free keyword research tool useful in helping to research what key words you should target
   
6. [Market Leap] – provides helpful online tools and resources to help with search engine strategies, with 3 main tools; link popularity, search engine saturation, and keyword verification
   
7. [Vertical Leap] – some interesting and free webmaster tools and gadgets to help with broken links, site relevance, and geolocation.
   
8. [SEO Browser] – let you see your website the same way the search engines do, showing metadata, page load time, number of links and the description and keywords the search engines see.
   
9. [Compete Tools]– helps to provide useful information and feedback on your site’s traffic as well as your competitions.
   
10. [SpyFu] – lets you spy on your competitions’ Adword campaigns, their advertising budget, PPC keywords and organic search engine rankings.
    
11. [KeywordSpy] - another cool tool to find out what keywords your competition is using and how.
    
12. [Stuntdubl] – a complete list of really nifty Internet Marketing and SEO tools compiled by the infamous Mr. Ploppy – read at your own risk.
    
13. [SEO Chat] – has over 40 analytic tools to help you evaluate your website and and improve your rankings including a free Google keyword suggestion tool.
    
14. [W3C Quality Assurance Service] – the official W3C tools for the professional Webmaster, Web Designer or Web Developer. Includes Markup Validator, Link Checker and CSS Validator. All free and open source.
15. [IP Blacklist Checker] – MXToolBox along with other great tools for the professional Webmaster, Web Designer, Web Developer or Search Marketers. This test checks your IP address against 147 DNS based backlists.

Undertaking SEO

As a part of the SEM strategy, SEO looks at how the various search engine algorithms work and what terms people generally are searching for. As part of this strategy, SEO considers the web site's coding, unique content, site appeal and proper site structure as well as ensuring that there are no issues hat might prevent search engine spiders from fully indexing the web site. These are all known as 'white hat SEO strategies.

There is another class of strategies known as "black hat SEO" which refer to such practices as link farms and key word stuffing. Web site practitioners are cautioned about such practices as search engines are becoming more savvy regarding these practices and will remove such a web site from their indices.

Depending on the inhouse expertise, a company will either do their SEO work inhouse or contract out to an SEO/SEM firm. It is important to note here that expertise in SEO is a talent that is in very short supply. Companies who are looking to ensure that their web sites are properly optimized for the search engines, are cautioned that before hiring out or doing their SEO inhouse, they familiarize themselves with the many requirements of good SEO.

While many firms claim to be "SEO experts", in truth many of these only know the basic rudimentary skills (which may be enough if you are not looking to generate traffic from the search engines to any great extent). If however, the success of your web presence is highly dependent on traffic from search engines, retaining the services of those with proven skills in SEO is highly suggested.

The practice of optomizing a web site for search engines requires looking at a broad spectrum of elements and often requires an SEO (a person who specializes in SEO) who possess a wide range of expertise in the field. It is no longer just a matter of picking the right keywords (though this is still very important).

While it is our intent to give you the basic rudimentary understanding of what is involved in SEO, from picking the right terms and phrases, to build the web site to be search engine friendly, to building out links and properly marketing your site's unique value and offerings, this is only meant as a guide.

We encourage you to check out a variety of expert sites in this area, including Seomoz.org and [Google Webmaster Central]