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The field of Search Engine Optimization (SEO) is too variable and expansive to develop a rigid set of successful techniques. However, fundamental principles hold good despite altering search trends and search engine algorithms. You can make SEO strategies more effectual by making your website more meaningful, accessible, and easy to use, while keeping some tips in mind. Here are some guidelines to help you do that:

Develop keyword-rich content

Keyword-rich content is critical to SEO. Content is infused with appropriate keywords and search phrases commonly used by internet searchers for products or services and relevant to your business. Keyword phrases should be positioned to capture the reader’s interest and that of search engine crawlers. Some guidelines to get you started off:

- Use applications such as Wordtracker, Nichebot, Google Analytics, KeywordDiscovery and Google Adwords to discover phrases with high monthly volumes but not too much competition and are popular in searches.

- Use niche keyword phrases instead of all-encompassing phrases, (for example, “Women Plus Size Apparel” instead of “Women clothing”).

- Include keywords in titles, headings, links, page URLs, alt text of images, document write-ups of audio/video files, and bold and italicized content.

- Keyword density should be reasonably high but not over the top. It is important to write as naturally as possible.

- Use keywords at the start of text blocks for superior indexing and ranking.

Develop appropriate content that addresses customers’ needs

Content should be relevant to visitors interests, easy to comprehend and access, and most of all should address their wants. Search engines favor web sites that are linked to by other sites. It tells the search engines that the content is useful. This will make search engines boost your page rank and get it to rank higher in organic search. Frequently refreshed content will motivate customers to come back and also lead to re-indexing of pages by search engines.

Build user-friendly website design and information organization

Internet surfers and web crawlers should be able to traverse pages easily. This is achieved through effective information organization – website navigation; displaying links with meaningful labels; positioning textual content, video, audio and graphics, and images effectively; etc. A website page should have links to other pages on the site. Add a sitemap or a navigation menu for convenient access. Sitemaps help search engine spiders crawl websites too. These practices should be part of the website’s development plan as they need effort but help build a sound base of the website.

Generate backlinks to your website

Backlinks or links from other websites can get you more search engine traffic. Think about getting backlinks from reputed web registries and related business websites. Linking websites are useful. They charge an ongoing or one-time fee. Do not get lured by unethical SEO tactics that promise hundreds of links to raise your ranking. Their tactics may get you blacklisted and make your site disappear from search engines.

Some tips for getting backlinks are:

- Quality, pertinent content is effective in getting backlinks by becoming link baits.

- Have a “Link” button for easy linking to your website.

- Email or call site owners and develop mutually helpful relationships for exchanging links.

- Link to good quality websites that may help your customers. They may link to your website in return.

- Publish quality articles in high page rank article directories. They let you place a few links in the author resource box. Also make contact with owners of high ranking blogs and offer to provide free content to them if they let you include back links to your website.

Use meta tags effectively

The description meta tag text is shown in search results. It should include appropriate keywords and should appeal to customers. The keyword tag, though not considered by most search engines, helps in the website’s classification. The tags should be developed for each page separately.

Track the website’s performance

After implementing an an SEO strategy, examine the website’s performance to verify its efficacy. Use tools such as Google Webmaster Tools, Google Analytics, SEO Analysis Tool, etc.

Stay tuned to SEO events

Search engines are always improving underlying algorithms. It’s a good idea to keep track of what’s going on by subscribing to websites such as Search Engine Watch, The Official Google Blog, SEO Book, SEO Chat, WebProNews, etc.

Avoid content duplication

Duplication of content can happen if articles are published on various websites, product and service specifications are same except for title and image, URL parameters are the only variations in URLs, printer-friendly page editions are not excluded from search with directives in the “robots.txt” file, and if a website has multiple URLs names with identical content, etc. Search engines do not penalize you for duplicate content but backlinks created by duplicate content do not improve your site rank. Stay away from black hat tactics

Black hat SEO tactics such as keyword stuffing and website cloaking do generate immediate results but can get you barred from search engines. If you want to win in the long run, use ethical SEO strategies that play by the rules.

Relevant web pages, information organization, and effective positioning of keywords should always be part of your SEO strategy with a mix of other strategies thrown in. This way, your website will have a sound base irrespective of amendments in search engine algorithms.

Daljeet Sidhu. Read SEO Services blog, Compare Search Engine Optimization prices.