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Tutorial - Search Engine Optimization and Positioning

Writing web content for your website is different from writing for print. You need to bear in mind that you are targeting two readers: the Search Engines and your intended audience. Search Engine Optimization (SEO) and positioning is about getting people to the website. Getting a good response from these people is another story.

Part I. Search Engine Optimization and Positioning. When we talk about Search Engine Optimization and Search Engine Positioning, your "audience" is Google or AltaVista or Yahoo or MSN or other search engines. We want our web articles and content to look good for these search engines. We want to get high search engine rankings and land on the top positions in the SERPs(Search Engine Result Pages). This is important considering that users who do a keyword or keyphrase search don't often go further in the SERPs when they already find what they are looking for.

Here are a few Search Engine Optimization and Positioning guidelines for your webpages.

1. Plan the Keywords That You Want To Target.

Effective keywords and keyphrases are vital in getting the top search engine rankings to make your website visible. You have to know what keywords your target audience is searching with to look for whatever you have to offer. Therefore you have to research on what keywords would bring the users in.

From the set of keywords that you have gathered, make a list of only around 5 keywords. These will be your targeted keywords that will feed the search engines. It is not advisable to come up with too many keywords since your web content will lose its focus and relevance.

If you plan to make a webpage to discuss tips for Google Adwords, here's an example of a target keyword list:

Bonus Tip

Overture Keyword Suggestion Tool and Wordtracker can help you with your keyword research.

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2. Increase Keyword Density.

By definition, keyword density refers to the ratio of your keywords to the total number of words in your webpage. Keyword density is one factor that Search Engines consider in giving you top positions in the SERPs. Your list of targeted keywords must be repeated up to a certain extent to come up with an optimum keyword density. If you don't use or reuse these keywords, your keyword density will be diluted.

Good writers have an aversion of repeating a certain word too often in the same sentence or paragraph. Instead, they choose to substitute and use the word it or a synonym for a more coherent writing. However, to score high and land on top search engine results for you keywords, this practice have to be given up while still making sense.

Take a look at the start of this article and notice how the phrase Search Engine Optimization is used repeatedly. Then, notice the words target and keywords in the first guideline above, and how keyword density is repeated. They are used without destroying unity and coherence.

It is a common misconception that excessive repeating of keywords and getting a high keyword density would result to a higher search engine position. However, Search Engines have become smarter about this. The repetition sequence of your keywords has to make logical sense. The danger of stuffing all those keywords together and repeating them excessively is that it might look like a spam and search engines may penalize your rankings.

Distribute you keywords throughout your content efficiently. Put your major keyword or keywords on top of the whole content and let the other keywords follow. Then, let these keywords trickle down as you go along the entire content.

The goal is to have an optimum value for your keyword density. You can't have it too low because it will dilute your keywords and you can't have it too high either. Keeping it between 1% - 7% seems to be the best rate for keyword density.

Bonus Tip

There are tools available, like, that give keyword density analysis for free. Another keyword density tool is that gives a more detailed analysis is

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3. Have an Effective Title.

When it comes to search engine optimization, an effective title means including major keywords as part of the title. If you look at the results in SERPs, the first line of most if not all are titles of the content that they picked up. These are displayed in bold, colored and bigger font size characters. These are what the users first see when they scan the SERPs. If they don't find your title and content relevant to their search, or find other results that are much more relevant than yours, then you won't be able to bring in readers as much as you want to.

Of course, it's not (always) possible to include all your keywords in the title and not lose its appeal as a title. Google Adwords Tutorial or Tips for Adwords for Running Adwords Campaign That Will Teach You Search Engine Optimization and Strategic Keyword Bidding doesn't sound like a good title, does it? The important thing is to have a title that summarizes the entire content effectively and relevant to your keywords and the subject matter. A catchy title like Ten Ways of Bringing Your Adwords Campaign to Life sounds better. And the readers get the idea.

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4. Tags Make a Difference.

Use of header tags help in feeding Search Engines. These tags matter to Search Engines and so does everything in between these tags. Imagine search engines as your reader scanning the entire article. The text or keywords or whatever that is in between these tags are given emphasis. Utilize this to your advantage. Adding header tags to your title and subtopic headings will add weight to your article for search engines.

As for the images in the webpage, make use of the alt tags wisely. Spiders from search engines index these alt tags. Inserting related keywords in your alt tags helps in optimizing your webpage.

Same goes with the title tag. Search engines seem to give weight on the text in between the title tags as well. Inserting better text with relevant keywords add to your chances in getting in the top ten ranking.

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5. Links with Keywords Count.

Search engines seem to give weight to links with keywords in them. Plus, it adds to the keyword density of the webpage. Notice the link to the keyword density analyzer above. Not only did I put a link on the destination URLs or the website names, but on the keywords keyword density as well. If you're pointing to an article page about Google Adwords, make a text link that writes More Google Adwords Tips than just Read More. So make more use of text links. If you can use text for your navigation links, then do so. A link on a text that writes search optimization works better than a link on an image with the same text for search engine optimization. Saves file size and loading time too.

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Next Page: Additional Tips for Search Engine Positioning...

Search Engine Optimization and Positioning (Outline):

Jargons and Definitions:

Related Links and Articles

Search Engine Optimization and Positioning involves a lot of learning. Here are some other sources that can help you.

Sponsored by the Eversun Internet Marketing Team

This article has been sponsored by the Eversun Software Internet Marketing team. With local offices in Vancouver British Columbia and San Francisco California, we help Internet businesses to realize their maximum potential online. Email us today to find out more about the affordable services that we provide.

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Copyright 2003 - Eversun Internet Marketing Team
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