Fortunately, Google, Yahoo, Bing and other search engines use around the same approaches for indexing, evaluating quality, and positioning the results for searchers. This fact eases developing some kind of a general science - how to win the competition of visibility on the Internet.
1. Before you start implementing any new SEO idea, analyze the current situation in details. When calculate the number of links, number of visitors, number of sales and so on take into consideration a statistical and cyclical nature of numbers. It is better to have the data that averaged for the same week of month, month of year, day of week to make comparative analysis more precise. Use all analytical trustworthy tools available. Some of them are Google Webmaster Tools and Analytics, Alexa tools, Yahoo Explorer, etc.
2. The importance of three components of SEO is still valid - (1) website content optimized for visitors and search engines (robots), (2) user- and robot-friendly code, and (3) external links. It is important also to emphasize that an external content that mentions your website (even without links to your website) may have a crucial effect on your web traffic too. This is because often on-line buyers check what others say about your website by searching the web.
3. A good content is still number one parameter. And this is where a webmaster has the most power. If you are an owner of website, you have no excuse not to use this opportunity. Any link pointed to your site from the site where you have no control can be deleted anytime. The same apply to a positive feedback about your website published by third party. But if you are the owner, you can make useful, attractive, and unique content that can lure visitors and their number can increase every day. First of all, content should be optimized for human visitors and then for search engines. A good readability, convenient navigation, and predictive structure of the website with sufficient information - these are major keys. Although search engines do not buy your product or service, they always were in the past, are at the current time, and will be in the future well-optimized to mimic humans in their understanding of criteria for valuable and qualitative information.
4. A well-optimized content is a key factor in a search placement algorithm. Firstly find your niche keywords and key phrases. Secondly create a perfect title and description tags. Thirdly optimize content on all pages. It is better to have different pages optimized for different keywords. You may use different on-line tools to calculate the keywords density. Keyword density is important parameter. However, do not over-stuff the content and tags by keywords; a safe norm is around 2-3%.
5. Respect your visitors' freedom and time. All businesses have competitors and all consumers have rights to choose in a free market. Do not afraid to not afraid your competitors. As a rule, the more you impose your stuff, the more potential buyers may be lost. Your promotional efforts should not overweight at least the minimal information which help prospects to make a reasonable buying decision. Be careful not to overdo with advertizing otherwise people may think that the things are suggested have no quality themselves and a loud promotion is the only way to succeed in selling. Also make it clear who is qualified to use your informational resources, or buy your product or service. Try to minimize a possible misunderstanding. Any misleading information is bad and unacceptable in the civilized world. A well-developed optimization may help to minimize the number of visitors who mistakenly dragged to your web site by search engines.
6. Javascript and other codes should be user-friendly. All persuasive flashing, popping, jumping, overly promotional bright pages with any possible tricks have been out-fashioned a long time ago. Normally, any attempt to force users or to violate their freedom results an opposite effect - still sane visitors escape such web pages as fast as they can. Not to mention that search engines now can recognize spamming websites and to degrade their position in search results. If you try to add some attractive content to increase the traffic, make changes for a short period, and then analyze the difference if it works. Also you may use Google tools to run different versions of web page for this purpose.
7. What you say about yourself may have no value if others say an opposite. It is important to have positive external testimonials and inbound links. The best way is to impress your customers by quality of your resources or service. They would naturally want to post something good about your business. Submit your website to major search engines, such as, Google, Yahoo, Bing, Alexa, etc. and to different directories, universal and specialized. Also it is good to run a consulting or news web-blog, participate in relevant forums and social networks.
8. SEO includes link exchanges, different posts on other websites that improve your website visibility. The more links pointed to your site, the better. However, not all links are equal. Do not waste your time for low-quality links from spamming websites - it may harm your credibility. For the same reason, it is a bad idea to use any automatic link submitter. Concerning Google, the link on page with PR (page rank) = 4 or more is much more valuable than tens of links with PR = 2 or less. Moreover, the Web is evolving. As a contra-measure against spammers, NOFOLLOW tag has been implemented as a powerful weapon. That means recently some links became invisible for spider-robots and remained usable exclusively by human visitors. Decide yourself whether you have time to publish promotional material on the pages where your links are not counted by search engines.
9. Try to avoid a temptation to spam your presence on the Web. It is important to resist spam-like posting - links in the sake of links. The search engines become smarter and smarter and always over-smart spammers at the end. Also the first impression is very important and it can not be repeated again. A bad impression can stop the visitors from the very beginning. Make your posts with or without links trying to pretend that you, as a visitor, would read something similar; be self-demanding. People should have reasons to trust you and to buy what you suggest. And at the end only people make decision whether to visit again your informational resources, or to buy your product or service.
10. The most stable thing in this World is a law that everything is constantly changing and nothing is always the same; especially, it applies to the Internet. New fashions in web-design, new tags for search robots, new standards for presenting information, new SEO approaches, even new terminology. Some social networks appear, others disappear. As well as, the searching algorithms, indexing and evaluation systems are permanently evolving so that it would be wise to revise regularly the web strategies and action plans.
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