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Understanding the Core Concepts of Search Engine Optimization

Search Engine Optimization (SEO) is a process intended to improve the ranking of a website in search engine listings. To that end, adjust the content of your website for a set of keywords that are used heavily by your target audience. The primary focus should be on improving a website’s visibility through it’s organic listing and to generate more qualified leads.

SEO Strategy and Best Practices

Again, the first element of SEO to focus on, is your use of keywords. This is a part of what’s called on-page SEO – optimizing the pages of your site. Keywords are the words typed into search engines and they’re basically the topics that searchers are trying to learn more about. In order to attract those interested in your content, you need to do research to figure out which keywords relate to your business.

Keyword Research

  1. Create a list of terms and phrases that match your marketing goals and are achievable in rankings.
  2. Match keywords to pages on your site to find the gaps.

The next step to achieve search engine visibility is to ensure that search engine spiders are able to access all pages of the Website. One of the best recommendations is to maintain a network of HTML text links throughout your site. It’s also important to include a text-only sitemap to ensure search engines can find and index all your individual pages. Additionally, making your site more accessible by using semantic markup (HTML) will make it more attractive to search engine robots.

Critical success factors include:

  • Keywords in the domain name (Internet address)
  • Keywords in the site’s directory and file names
  • Page titles and tags (an HTML element)
  • Keyword density: the ratio of industry specific keyword(s) on a webpage.
  • Keyword proximity: the proximity of individual keywords to each other in the text.
  • Alternate text: text that appears when a user mouses-over an image or link.

Optimize your website for mobile

So whether you have a mobile optimized or responsively designed site, make sure that your website pages can be easily viewed on any screen size.


Search Engine Optimization is a process intended to improve the ranking and visibility of your website in search engine organic listings. It’s about understanding what people are searching for online, the words they’re using, and the type of content they’re looking to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the products or services you offer.

Did this overview help highlight the basic SEO techniques?

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