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With the advent of the World Wide Web, the current generation is hooked onto the virtual world. Evidently, anyone and everyone want to feature on search engines and how. Web designers are leaving no stone unturned to help websites rank high on the leading search engines like Google, Yahoo, Bing etc. The internet marketing strategy that influences the rank or visibility of a website in a search engine’s unpaid search result through the various searches like image, local, video, academic, news etc. is called Search Engine Optimization or SEO.
To help robots crawl the web and incorporate websites in their database, programmers are encouraged to use relevant and accurate keywords and phrases with moderate density, strong introductory titles and paragraphs. Graphic searches can be enhanced giving images ‘<alt>’ attributes thus helping the visually impaired and placing keywords where the search engines can see them, unlike the popular Flash which are generally skipped by the crawlers. Page ranks can be improved using quality inbound links or backlinks highlighting relevant key phrases that help readers move inter-webpages. Although exchanging text links with other relevant websites are encouraged, it should be noted that bad neighborhood will mar the website’s reputation and too much linking will make nothing stand out. How the links are named plays a vital role. While “click here”, “read more”, “look at this” etc. are not quite favorites among the search engines, naming links using relevant keyword-phrases might help a website climb the ladder fast because of the very clarity that it promises. Banner exchanges and pages that charge for this service should be avoided for their spam-identity. Though intelligent means of digital marketing, social networking sites except Google+ do not affect ranking much, therefore being irrelevant for SEO. A search engine wants to provide users with the most relevant results with a great user experience, so fast sites, especially for users with slow Internet connections, are preferred.
However, malicious practices like copied content, multiple usage of own-content, sharing of virus-infected softwares, automated enquiries with the help of robots, keyword-tile stacking, font matching, cloaking or variations of it (e.g. doorway pages), Google bombing and similar other techniques to fool users and crawlers will be enough to get the ban-stamp or a sharp rank-drop.
In a nutshell, strategically designed neat, assertive and well-organized pages and websites with authentic content, that is both easy to search and read, tend to be favored by search engines through techniques like cross-posting etc. This makes them popular and in turn improves their ranking.
Thus, pages are to be made primarily for users and not for search engines in order to emerge victorious in the cyber battle.