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What is Search Engine Optimisation?

1. Search Engines - SEs

1. Search engines like Google are the lifeblood of the internet
2. They provide an essential link between websites and web users
3. They link web users with the type of website they are searching for
4. Their massive database displays appropriate websites instantly
5. Without their help, finding a suitable website could take hours

2. How Do They Do It?

1. SEs search web pages looking for keywords or phrases which appear to represent the page content
2. They are attempting to ascertain the theme or topic of the page
3. These keywords & phrases are stored within their database
4. When a web user searches for one of the keywords/phrases, the search engine presents a list of appropriate websites
5. With millions of websites for most keywords, the list will be very long
6. The websites rated highest by the SE will appear at the top of the list

3. How Are Websites Rated?

1. SEs use a complex algorithm to rate websites which includes:
1. Age of the site - the older the better
2. Incoming links from kindred sites, blogs & social media
3. Relevance of keywords to the page content
4. Absence of techniques outlawed by SEs
5. Numerous other factors

4. Search Engine Optimisation - SEO

1. Is the art of constructing a website to comply with SE requirements
2. Page content should be constructed around a given keyword/phrase
3. And written in such a way that the desired theme is obvious, enabling SEs to easily identify the desired keywords and phrases
4. Overuse of keywords/phrases, SE black arts, and other techniques outlawed by SEs must be avoided at all costs
5. Title & Description metatags very important, as are page names
6. Frequently updating website with fresh, new content
7. Ensure that you frequently add new entries to your website blog
8. Gain a lot of friends & followers on social media sites
9. Gradually build a substantial number of incoming links to your site which have been obtained naturally
10. Avoid link exchanges with other sites, link farms or buying incoming links - SEs know an artificial link when they see one

5. Conclusions

1. Achieving a top listing in the SEs is not easy and takes time
2. There is no magic formula that will guarantee a top listing
3. And no one in the world can give you that guarantee
4. But with patience, sticking to the rules and keeping your site fresh, you should eventually achieve your goals