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We hear a lot about Search Engine Optimization or SEO these days. Most people not directly connected with the Internet, especially on the online marketing solutions side, have only a vague idea of what SEO is.

Search Engine Optimization is an important marketing strategy by which the visitors on the Internet are directed to a particular website to buy products or services.

Search Engines like Google, Yahoo!, Ask Jeeves etc play important roles in helping a website to direct buyers to its site. The major search engines use a variety of information to index and rank web pages so they appear when keywords or keyword phrases are searched.

Search Engine Optimization is not an easy task. It is the culmination of several distinct and different steps like link building, building link popularity, improving web page ranking and using well written content etc in a website.

Several key factors dictate the success of SEO. They are Content, Link Popularity, URL structures, Meta Tags etc.

Content is very important. Well-written, eminently readable content goes a long way in increasing your web page popularity. Content determines the relevancy of a page and the right key words used in the content brings up the webpage among the top 10 ,during a search. The general theory is that the more valuable content is to your users, the more valuable the content will be to your search engines. The key to writing good content is to concentrate on including the right key words and phrases. The Content should read as natural, hence do not cram the content with key words and phrases. Do not copy or duplicate content.

Link popularity is very essential for effective SEO. Use hyperlinks in the content judiciously. Link Exchange, Bookmarking of web pages etc are good strategies to improve your web page ranking and thereby build SEO.

URL Structures are significant. A page’s URL is critical for search engine optimization. Include keywords in your URL strings, and place the most important keywords at the beginning of the URL.
Meta Tags are a must. One should provide page titles, meta descriptions and meta keywords for each web page and consistently use your keywords effectively. The page title is to be placed at the top of the web page. If the page is indexed, the page title will appear first for your listing in the search engine’s search results. The meta description should consist of 20-30 words that describes what the page is about, and is presented below the page title in search engines’ search results. This helps search engines know what keywords to associate with your page. Provide 3-5 keywords that are directly relevant to the page you are optimizing.

Images must be judiciously placed in the web page. Similarly every web page should not be too rich in content. This make the web page consume a lot of time to load, testing the patience of the visitor.

Search Engine Optimization is all about sensible webpage construction. If you have got the basics right, then SEO will come on automatically.