SEO Series: Part 2 – What is Search Engine Optimization Exactly?

First published February 26, 2008

SEO can take many forms but one time-tested strategy is evaluating the primary keywords that people enter into search engines to find relevant content. Make sure that those keywords appear multiple times in your page text. Strive to use those key words as frequently as you can while ensuring that your text still reads easily and naturally to your audience. You want to avoid "stuffing" keywords into your text artificially, however. Current recommendations are that keywords should comprise no more than four percent of your total text.

When automated programs from the search engines called "spiders" find your website, they create an index of words used on your web pages. The more frequently keywords appear on your pages, the more relevant  the search engine considers your page for those keywords and the higher it places the link to your website on the list. This is called "organic" search and is more valuable to a searcher than "paid" search links.Other strategies can be used for SEO as well. For example, using keywords in the titles of links to other pages on your site is attractive to search engines. Link anchor text is considered highly relevant as it indicates the presence of additional, pertinent linked resources.

Additionally, as other websites find yours, such as educator social networks or curriculum associations, you receive incoming links from other websites. This indicates to search engines that your content is more authoritative. And, if those incoming links share some of your valuable keywords, than so much the better.

These strategies and more can help your content move closer to the top search engine results for the keywords that matter most to you and your educational business.


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