Search Engine Optimization. A lot of people are clamoring to know exactly what it is. SEO is the process of enhancing the presence and visibility of a website on search engine listings. Not only is it a process, it is about the tool required to make the enhancement happen. There are two main types of search engine optimization:
- On page Optimization
- Off Page Optimization
When SEO was in its infancy, getting back links to a site was the most important factor. In fact, many books and articles written on the subject will still tell people that getting back links is the only proper way to optimize a website. Back links with proper anchor text, of course.
After search engine optimization has a chance to mature, SEO specialists became aware that using only back links is not at all the best way to optimize a site. In fact, if an SEO is only creating back links, the site is not getting optimized.
In On page site optimization, there are techniques and tools that are related to your own website and in OFF page optimization, there are items which are related to the other websites. In On page the old technique was Meta Tag Optimization, appropriate content, Alt tag optimization, proper navigation for the website and much more activities through which changes were made to the website, itself. In OFF page optimization, only back links were created.
Today, optimization is a little bit different. While usimg the old techniques are still appropriate, creating a Sitemapcan be added to the list. Sitemap is something that came in existence a few years ago.
A Sitemap is a graphical representation of the architecture of a website. There are two kinds of site maps. The first is used to assist visitors to a site to navigate the site and the second is done in XML. XML Sitemaps, usually called Sitemap with a capital "S", are used by Goggle to gather information about the site.
Sitemap is especially important if your site:
- Has dynamic content
- Has pages with a lot of flash or AJAX
- Is new and doesn’t have many links
- Has a lot of archived pages that are not linked well, or not at all
The use of Sitemap becomes doubly important if the site has pages that can only be accessed through user entry. Sitemap will assist web crawlers in finding and accessing the pages.
What I am missing in the article however is the tools by which the SEO professional decides how, for instance, to optimize the navigation of a site. There are a lot of sites out there that assume they have mostly returning visitors who know how the navigation works. If you show them that 80% of their visitors arrive just once (by using Google Analytics or some other stats-application) then it\\\'s a whole new situation.