Search Engine Optimization (SEO) is an interactive internet marketing technique that is applied to drive high traffic to a website without the need to use the Pay Per Click (PPC) methods. The SEO consists of extensive keyword research and site optimization that help the search engines find, index and rank the site. I will illustrate, in this article, the SEO Do's and Don't to properly do the optimization without running into the risk of violating the search engine rules and getting penalized. I will use Google as my example since it is very popular. Though, similar guidelines apply as well to the other search engines like yahoo and MSN.
I'll start first by talking about what to avoid when optimizing your website. You need to be aware of the Black Hat strategies that trick the search engines in order to push the website high in the organic rankings. You want to avoid these strategies if you don't want to risk being penalized and thrown out of the search engines. These strategies used to work in the past, but not anymore since the Google search algorithms are constantly being updated to detect any links created illegally. A Webmaster guidelines are published by Google to say what you cannot do. I strongly recommend to constantly check them.
You need to give Google and any other search engines what they are looking for. Always use reputable strong strategies that Google recognizes. The SEO is a great interactive internet marketing technique, however it is an on-going process, and not an event. It is worth the effort because the ROI (Return on Investment) is substantial. The organic conversion rate from SEO can be as high as seven times the rate from PPC. It is therefore profitable since it is much cheaper than PPC.
There are two kinds of SEO optimization: On-site optimization and Off-site optimization.
The SEO On-site optimization consists of going through the website and consistently optimizing it over time with keywords since Google indexes you on those keywords. It requires optimizing key tags like title tag, meta description, meta keywords, heading tags, Alt tags and anchor tags. One thing to keep in mind when updating the website is to balance the keywords against your conversion rates: Balance top ranking against top sales process.
The SEO Off-site optimization consists of going off your website and let Google finds you on high authority, high traffic websites that it scans, mainly the free and paid directories that people are constantly scanning. These directories get you indexed by Google fairly quick. The big ones are yahoo directory and dmoz.org. Next is to keep pushing up the ranking by continuing to develop good inbound links to your website. To do so, go to the search engine friendly directories that drive the website popularity and get links from the websites that have higher authorities and have them linked to yours. But make sure that they are relevant to what you are promoting and selling. Examples are writing blogs, press releases or articles related to your industry or products like the Ezine Articles.