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Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site form search engines via natural (search engine algorithm) search results. This could be achieved by optimizing internal and external factors that influence search engine optimizing internal and external factors that influence search engine positioning for the website. The main goal of every professionally implemented SEO campaign is gaining top positioning for targeted keywords as well as search engine traffic growth for the website.

As an internet marketing strategy, SEO considers how search engines work and what people search for reaching to the website. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Search engines score web site design on a vast range of criteria, which are constantly assessed to ensure that the most suitable websites appear in your search results.

Although Google tries to think like a human being, it is still only a computer and so relies upon a complex algorithm to compile the necessary data. This algorithm rely’s upon looking for over one hundred different factors on each page which it then scores in order to be able to rank each site. These factors can also be over done so it is very important to seek professional guidance before attempting to optimize a website yourself.

Google uses electronic "spiders" to search for links on web sites, & then follows them reading all the text it can find on the way. It likes to find keywords in groups, headings, image labels etc, but not too many otherwise it will think that you are trying too hard & will then begin to count them against you.

Google has a huge problem with reading images & JavaScript (flash buttons/links etc). The problem is it can't read them or follow them. This means that whilst you may have the richest content on the web for you given topic, if your navigation devices are images or JavaScript then all google will see is a blank page with no links on the website.

All the major search engines use two types of scoring to evaluate web site Design, on page & off page:

On page is as I have said above just a matter of making sure that your pages are in a format that Google likes to see & values highly.

Off page Web Site search engine optimization (SEO) is the second method of valuation for your site, namely "Is your site good enough so that other sites link to it?" Google looks at each & everyone of those links & the "Page Rank" of the site that the link is on & forms an opinion on that basis as to how popular your site is likely to be.
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