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Search Engine Optimisation (SEO) is the process of improving the volume and quality of traffic to a Website from Search Engines. High volumes are desirable only if the right visitors are attracted. The length of time that a visitor spends on the Website is an important factor in determining quality. The intelligent Search Engine spider will attempt to evaluate the Website. This is much like considering a book at the newsstand. Reading the title, the author, the number of pages, the dust cover, the index and the introduction provides clues to the content. Similarly, SEO involves creating a Website that provides as many clues as possible to the spider. SEO also requires research on the Keyword Phrases that people will use to find the Website. The SEO techniques entail modifying HTML code, the content, site structure and the page layout. It is best to employ SEO techniques from the outset; otherwise much of a Website may have to be rewritten. The prime factors determining Web page rank are:
The Optimisation of a Website must not detract from the marketing message and the quality of the content of a Website. Sales promotion and the SEO must go hand in hand.
Most Website owners make the assumption that once their Website goes live, visitors will arrive in droves. In the competitive world of the Internet, it is a vain hope that a flood of visitors will result from a Website created without regard to Search Engine Optimisation (SEO).
Tuning a Website for the Search Engines is an iterative process. Once created, a Website should not be regarded as the finished product. The Web is dynamic and evolving. Competitors are constantly vying for better positions in the Search Engine Results Page (SERP) Rankings. The Search Engines are repeatedly having their algorithms changed.
A Website cannot remain static in the midst of all this. It must be modified and the results evaluated. Then the process must be started all over again. And again.