Three ways of SEO

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Search engine optimization (SEO) is an powerfully way for achieving top rankings

in Search Engines (SE). The most important search engines are Google, Inktomi/Yahoo and MSN. Professional SEO consultant can ensure that your website will be listed at the very top by one or more of these SE. This is easily accomplished for non-competitive keywords, but may be quite challenging for highly competitive keywords (millions of pages compete for the same keyword).

It is generally accepted that there are two major SEO schools, depending if the focus is placed on in page or out page factors. In this short article, we will show that there are in fact three different ways zou can adopt to achieve the top rankings:

1. Content building. This is probably the most powerful, but also the most difficult path. The philosophy is clearly justified: build great content attracting natural links. The links will bring you both visitors and top SE placement. There are numerous examples that this approach is very effective. But, the an immense effort is required both to provide high quality content and keep it up to date. In this way, this method is best suited for webmasters fully devoted to just a couple of sites and is not useful for practical SEO purposes.

Content building can be also viewed as an extremely complicated way of obtaining incoming links. The links are obtained naturally, often without the knowledge of the site administrator. In this way, some of such sites are (mistakenly) used by certain SEOs as examples of efficient in-page optimization targeting difficult keywords.

2. In-page text optimization. The most primitive in page optimization consists from placing the keyword into the text as well as specific elements of the page (e.g. the <title> <head> <b> <i> <a > and <alt> tags. More advanced SEO’s take into account the local density of the keyword in specific elements of the page and the relative position of these elements. For example, the <h1> tag should follow closely after the opening <body> tag and the keyword density in and immediately after <h1> should be higher than in other parts of the page. Similarly, the SEO professionals optimise not only the page itself, but also the internal s linking structure of the site.

In-page text optimization is the fastest way towards top rankings and can be conveniently used for non-competitive keywords. However, as the number of competing pages increases, the extend of optimised text starts to interfere with the readability of page copy. In this way, top positioning even for a competitive terms is possible, but the copy will not convert visitors very well. The usefulness of in-page optimization also depends on the targeted search engine. Generally, Yahoo places much more weight on the in-page elements, whereas inbound links are what really counts for Google.

3. Out-page text optimization (link building). This is the only practical method to be used for competitive keywords. The results can be achieved with reasonable effort, without unacceptable modifications of the page copy. We will cover the details of out-page optimization in a separate article.


Publication Date: Tuesday 15th June, 2004
Author: V View profile

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