There are few businesses online currently that wouldn't really benefit from search engine optimization. An amazing 4 out of 5 adults in the US uses the internet to search for information, get news, connect with friends, etc. In future generations the figure is expected to be higher. However, few website owners understand the principles and processes involved in search engine optimization for internet marketing. Today we are taking a ground-up look at SEO; checking out your site from Google's point of view.

The basics of creating a good search engine ranking are accessibility, relevance and popularity. Note that in this article we talk about Google; however Yahoo and MSN also get significant proportions of the search engine traffic.

Accessibility

This is the most basic issue in search engine optimization. Search engines send out data-gathering programs, called 'bots', 'crawlers' or 'spiders' to find information on the web and index it. When a querent (potential customer, to you!) enters a term in the search engine Google matches those keywords with what it finds in its index or database. It then ranks the pages in order of its perceived relevance to the query. So, if your website can't be accessed by the bots, it can't be added to the index or found. Common accessibility issues in internet marketing include:

• Broken links
• Non-descriptive URLs
• Improper redirection on URL links

Relevance

This factor in search engine optimization moves away from being simple, repetitive tasks, and starts to require some creativity. The way that Google determines the relevance of a website to the keyword query is called the Google algorithm. This algorithm is not widely available, but it includes factors like:

• The appearance of keywords in the URL, sub-URLS, headlines and general site copy.

• Proximity of the search terms to one another on the page.
• Positioning of the keywords on the page.

• Keyword density (although this factor is much less important than it once was).

• The content of neighboring web pages.

Popularity

You will often find explanations of the concepts of relevance and popularity in search engine marketing crammed together. In the practice of internet marketing, boosting relevance and boosting popularity are very different activities. Popularity is measured in SEO marketing the same way it is in high school - by how much other websites talk about yours, and in what level of detail they do so. If a search engine sees the following, it will regard your site more highly and increase search engine rankings accordingly:

• More websites linking to yours.

• Websites linking more often to your site than others.

• Websites linking deeper into the site, rather than just to the home page (this would potentially be more relevant content).

• Websites with higher individual quality scores (PageRank, on Google) linking to yours.

• Websites from more 'trusted' domains; .edu and .gov are common examples.

• Websites that contain your own keywords linking to your site.

Working on accessibility is usually a short-term activity; working on relevance and popularity are ongoing activities. Internet marketing services can help coordinate the push to make your website accessible, relevant and popular.

Article Source: http://www.homeworking-profit.com/articles

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