Successful search engine marketing requires effective search engine optimization. That is, you need to optimize your site so that seems like high in the search results when someone looks for a keyword that matters for you. How do you perform search engine optimization? You need to know what Google and also the other search engines are searching for and then tweak your site's content, code, and design accordingly.
How do Google and the other search engines decide what pages appear at the top of a search results page? It's all about determining such a page's content is about and how that content relates to the search at hand. The goal of a search engine is to provide the most accurate results to its users. The search engines don't care so much concerning the individual websites in their databases; they care about giving their users a more effective and efficient search experience.
Whenever a search engine ranks search results, it's with the intent of delivering the one best answer to that particular user's query. Ideally, then, if someone is searching for a particular topic, those sites that best cover that topic will rise to the top of the search results.
But exactly how do the search engines know what content is on the given page? There are a variety of things the search engines search for which happen to be the very things you'll want to optimize on your site.
A search engine doesn't yet possess the human capacity to read sentences and paragraphs and understand what it reads. Current technology enables a search engine to drag specific content from a page's text, but that's about it; the search engine doesn't have way of understanding how well those content are used.
To find out what's important on a page, search engines search for keywords. A keyword is a word or phrase entered as part of a search query; the search engine tries to find the keyword on a web page and then determines how important that keyword is on the page.
The search engine does this by noting where on the page the keyword appears and how many times it's used. A website with a keyword buried near the bottom of the page will rank less than one with the keyword placed near the top or used repeatedly in the page's text. It's not really a foolproof method of determining importance and appropriateness, but it's a great first stab at it.
For instance, if someone is trying to find "golf" and your web page includes the term "golf" in a prominent position in the first sentence of the first paragraph, for example then your page is a good match for that search. If, on the contrary, if you have a page about sports in general that doesn't include the word "golf" whatsoever or only includes it near the bottom of the page, then the search engine will determine that your site isn't a good match for that searcher.
It doesn't matter if you have a big picture of Arnold Palmer towards the top of your page; if you don't use the keyword prominently and relatively often, you won't rank highly for that particular search.
So the major search engines, once they examine your pages, are likely to look for the most important words those words used in the page's title or headings, those words that appear in the opening paragraph on the page, and those words that are repeated throughout the page. The more prominently you incorporate a word on your page, the more important a search engine will believe it is to your site.
Conversely, giving prominent placement towards the wrong words can hurt your search rankings and provide less relevant results. For instance, if your site is about sports however, you for some reason range from the words "dental" and "molar" many times on the page, it'll be viewed as a website about dentistry. This not only drives the incorrect visitors to your site, but additionally lowers your search ranking in general because you're now one of the less useful sports listed.
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Note: This article was sent to us by: Gary Brooks at 03142011
1. Easy steps to optimize a page for search engines
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