Search Engine Optimisation

By Jeffrey Lye Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. The key benefits of Search Engine Optimisation are :

- It generates return on investment (ROI)

- Improved quality and quantity of traffic to the website

The following factors effect search engine results Keyword Weight / Density (The number of keywords appearing on a Web page compared with the total number of words appearing on that page is how keyword weight (also called keyword density) is measured.)

Keyword Proximity (Keyword weight is often measured in different areas of the Web page. A Title tag with 10 total words and two occurences of a targeted keyword has keyword weight of 20%)

Keyword Placement As a rule search engines favour websites that contain keywords in

- The title tag - The keyword META tag

- The headline tags - The first 25 words of copy

- Hyperlinks

- Image tags

- Text near the end of the document