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Search Engine Optimisation

SEO stands for "search engine optimisation" and it's probably the most critical tool that you have in order to drive traffic to your website.

Search engine optimisation is the process of improving the volume or quality of traffic to a web site from search engines via natural or un-paid search results as opposed to search engine marketing (SEM). You could have the most creative, innovative, and technologically advanced website known to man, but if you don't fully understand SEO, no one will ever find you.

Why Search engine optimisation is so important? Before I get into the details of how you can use SEO to drive more traffic to your site, I would like to emphasize why it's so important.

There are three main ways to get new users. The most direct way is through paid advertising, like using Google Adwords or advertising directly on sites that generate a lot of traffic.

The downside to this method, however, is that it can take thousands, and sometimes millions of dollars to generate enough traffic using paid advertisements to really get your site rolling. The second way to get people to find out about your website is through viral marketing.

In other words, if your site is conversation worthy, people will tell their friends about your service, and then those people will tell their friends, etc. The problem with this method, however, is the fact that it's extremely difficult to achieve.

Even if your website is providing something incredible, or is doing something very taboo, it's very unlikely that people will bring up your website in day to day conversations. Finally, the third way to bring people to your site is by optimizing key factors within your control to position your website at the top of search results.

This is what SEO is all about. SEO is free and relatively easy to implement. That's why it's so critical to get right. How do search engines decide which results to display, and in what order?

Imagine that you are creating your own search engine, and you ask yourself "when someone makes a query, how do I order the webpage results so that the pages with the best information will be at the top?" Well, first of all, you would want the content of the results to match the user's query.

Second, you would probably want to only show credible websites.

Third, you'd want web pages that are very narrowly focused on the content of the query. It might sound simple, but that's exactly how all the major search engines do it!

Content, The most important way to enhance your SEO is to create a lot of content, and update it frequently. This is the major reason that blogging has become so popular in the past ten years or so.

The truth is, if your website is a service that offers very little content, your website will probably be very poorly ranked by search engines. If on the other hand, you have a simple website that just outputs quality content (a blog for example) then your site will rank wonderfully with search engines. Credibility.

The standard way to measure a website's credibility is to measure the number of people who link to the site. Here's the idea. If your site sucks, then no one will be linking to you. On the other hand, if your site offers useful services or content, a lot of people will be linking to you.

In other words, the second way to increase your SEO is to do whatever you can to get a lot of people to link to your website. Narrow Focus Finally, the third way that search engines rank your site in search results is to measure how narrowly focused a webpage is relative to a particular search query.

This is done by looking at the META title tag of the webpage and also looking at the URL. For example, if the title of your webpage is "How to catch a firefly" and the URL to that article is "yourwebsite.com/how-to-catch-a-firefly.html" search engines will immediately understand that your webpage is very narrowly focused about firefly catching.

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