Search Engine Optimization Techniques
This section does not attempt to provide a detailed explanation of individual Search Engine Optimization techniques, but rather provides a broad overview of the methods and processes used by a Search Engine Optimization practitioner when optimizing a site.
Types of Search Engine Optimization
The usual classification system applied to the different techniques used for Search Engine Optimization divides them into on-page and off-page optimization techniques. There is a strong argument for including a third class for those techniques which have site-wide application, many of which can be implemented at the website development stage, but would not be contemplated when optimising an existing website. Developing a website with an SEO compliant site structure and file/folder naming conventions is an example of a site-wide developmental SEO technique which would not be retro-fitted to an existing website with any discernable traffic or inbound links.
Developmental SEO Techniques
Developmental Search Engine Optimization techniques are most pertinent for those with the luxury of considering the future Search Engine Optimization needs of a site before or during the development phase. Changing site structure or file names once a site is launched is not advisable, but ensuring inclusion of keywords in the folder names and file names of a new site can have bring small, but discernible, SEO advantages. Similarly, domain names should be chosen with consideration to their potential optimization benefits. If, for example, high ranking were important keywords for a site, choosing the domain name high-ranking.co.uk ensures that the keywords are included in the URL of every page of the site. In contrast, the domain highranking.co.uk brings no discernible Optimization benefits, since, without a separator between the two keywords in the domain name, the search engines are unable to detect their presence.
On-Page SEO Techniques
Every web page is made up of three main elements, the design, the coding and the visible content. On-page Search Engine Optimization aims to ensure that the content is visible to search engine spiders and copywritten and marked up in such a manner that the targeted keywords and keyphrases are given appropriate prominence. Elements of the design, coding and content may need to be altered during the on-page optimization process and in the case of framed or flash websites the whole page may require redesigning to make it search engine friendly.
Off-Page SEO Techniques
Off-page Search Engine Optimization techniques focus on developing quality inbound links to the website. Inbound links with appropriate anchor text are a heavyweight ranking factor in search engine algorithms and of particular importance in Google where, together with page title text, they determine whether a website is included in the initial data set for a search term. Techniques for increasing link popularity include exchanging links with other websites, submitting to directories, developing linkable resources and purchasing links.
