Search engine optimization has become one of the most important methods of increasing traffic to websites and providing organic search results. The rationalization behind being: as websites rank higher in search results, their chances of getting more traffic also increases.

There are many websites with great potential. But these websites’ potential must be translated into something concrete if the owners want to attract more traffic to their sites. Simply offering good products would not suffice. Your site must also have well written content that will add depth to your website by using keywords and phrases enhancing you website’s visibility in search engines.

There are two general categories of SEO services, on-page optimizer pro and off-page optimization. The following discusses what these two general categories of SEO are and the differences between them.

On-Page Optimization – focuses on two main elements of your website: your webpage content and your website structure. Your web page content must be in sync with your products and services, and they must appear relevant in searches of products and services that are the same as what you are offering. The best way to get your website to rank high in search results is to employ various SEO techniques that are effective in bringing in results as time goes on.

1. Having well researched keywords
Using the right keywords in your web content is a key factor into optimizing your site for search engine visibility. To do that, you need to conduct keyword research. You need to find out what keywords relating to your business are commonly used by internet users when they use the search engines. The research should turn out words or phrases that more than any other word or phrases differentiate you from the rest of your competitors, and yet at the same time still turn up in search results conducted for the same products and services being searched. These keywords would then be used in your website’s content to optimize each of your web pages so they start appearing more in relevant searches; driving traffic to your website.

2. Correctly using Meta tags
Meta tags are words or phrases (which are called tags) which are normally embedded in a webpage’s code or html. Meta tags help search engine crawlers or spiders index your website correctly. Examples of different Meta tags include: title tags, description tags, keyword and body tags.

3. Employing keyword density optimization
Having the right keywords or phrases is not the only thing that’s important. Your web content must also have the right keyword density for your keywords or phrases. The number of times your keyword or key phrases must appear in a web page must have a certain percentage when compared against the number of words appearing in the same web page. An overuse of your keywords or phrases can result into what is called keyword stuffing, which is penalized by most search engines by either banning or removal of your web page from the search results. Having the appropriate keyword density however can result in your web page being determined as relevant to that specific keyword or phrased used in your web page.

Off-Page Optimization – while on-page optimization focuses on your web content and web structure, off-page optimization focuses on ways to optimize your website which doesn’t involve changing your web content and structure, or doing anything at all with your website’s pages; which is why it is called “off-page optimization.” Here are some techniques used in off-page optimization. Off-page optimization techniques are mostly all about spreading and advertising your website’s link.

1. Link exchanging

Otherwise known as link building, link popularity, or link love, link exchanging is a cost-free way of gaining more visitors to your site by simply exchanging links with other sites. You advertise their website and they advertise your website.

2. Directory Submissions

Have your website submitted to various online directories to increase its online visibility. Think of it as appearing in the yellow pages of telephone directories, only this time your website’s listing would appear online. There are a lot of different online directories that cater to different types of businesses, most of which offer listing of websites for free. There are also some that charge a membership fee. What is important in these submissions is having a well optimized article to appear along with your listing.

3. Web Analytics

This service will analyze your website’s potential audience, visibility, and ability to attract attention online. Traffic to your website will be measured, collected, and analyzed to provide a clear picture of your site’s visitors, their demographic, as well as their surfing and shopping habits while browsing through your website. The analysis would then be used for search engine optimization.

4. Anchor text linking

Anchor texts are the clickable text in a hyperlink. Instead of posting links with the complete URL, you can post a link using your preferred words. So instead of posting http:// + your site’s web address (which is very long and very unwieldy in a body of text), you can post it as preferred word, replacing “preferred word” with whatever words you like. The link would then lead back to your website. Anchor texts determine a page’s ranking in search engines and are usually weighted highly by search engine algorithms. So good anchor text linking is essential if you want to improve your website’s ranking. Webmasters often misuse anchor text linking by using click here instead of using the anchor text naturally within an article or a sentence.

Example:

Bad anchor text linking: Looking for the best deals on furniture? Click here.
Good anchor text linking: FurnitureWorld offers the best deals on furniture.
Great anchor text linking: FurnitureWorld offers the best deals on furniture.

You link FurnitureWorld to your homepage, and best deals, to the page containing those deals and promotions you are offering.

Anchor text linking is considered an-off page optimization technique because you don’t use this on your own website but on other websites such as blogs, forums, comment boxes, directories, etc.