SEO Basics

Search Engine Optimization (SEO), the process of improving the visibility of a website in search engine (Google, Bing, Yahoo) via the “organic” (unpaid) search results. The tips to achieving great SEO that we often hear about are keywords and links.

Keywords: To use relevant terms or phrases repeatedly in your entries or webpage so to make it easier for search engines to “find” the appropriate site the searcher is looking for. For instance, if a consumer enters Good Clothing into the search bar, the possible chances are departmental stores and retail brands will pop up at the top of the list since they have the term frequently appeared in their sites.

Links: Insert hyperlinks or bookmarks to other website in your article. Cross-linking between pages of the same website to provide more links to more important pages may increase its visibility. Google software engineer, Matt Cutts said that Google likes outbound links. Site crawling may be a possible situation if you build enough credibility that other authors would include your website’s URL to their articles.

Other ways?
My instructor in one of my advertising design classes said that search engine also does prioritize sites that are frequently updated. If you have not been refreshing the content of your page for two days, it is possible that your site will sink below those who are hardworking in this context. Also, make use of the “higher value” headings in your page. For instance, Google will search for Good Clothing from all the h1 headings, followed by h2, h3, and so on. If you want your article to pop, a good way is to build an invisible h1 or h2 heading in the HTML and spell out all the possible search terms that are relevant to your article. For instance, I build in the following line to enhance the visibility of this particular article:

< h2>SEO, search engine optimization, search, good clothing, keywords, links, link</h2>

That helps Google to locate the terms that a searcher is looking for based on the importance of that term in your article.

Read more on SEO theory: SEO Theorems and Principles via SEO Theory


About Jason Tham

Jason Tham is a PhD student at the University of Minnesota, Minneapolis. His research interests are digital pedagogy, connectivism and connected learning, computers and writing, and visual rhetoric.
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