How to Use Search Engine Optimization (SEO)

How to make your Web site come out on top in search engine listings

By Frances Sharpe, freelance writer/editor

In the world of Internet marketing, there's no topic hotter than search engine optimization (SEO). That's because the ultimate success or failure of your Web site or e-commerce site may be directly linked to its placement in search engine listings. Making your site friendly to search engines can help you earn a critical top spot in those all-powerful listings. Search engine optimization (SEO) can:

Improve your position in search engine listings.
Increase traffic to your site.
Start the selling process before users even click on your site.
Build brand awareness.
Increase sales.

Start with site design

Keep SEO in mind while designing your site. To make the most of SEO, avoid using Flash, frames, dynamic URLs, Javascript or image maps. These elements make it harder for search engines to list your pages.
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If you've already created a Web site that incorporates some of these design elements, get tips on how to optimize them from the Microsoft Small Business Center.

Choose keyword phrases

Competition among Web sites for keywords is fierce, and it's best to avoid using very generic terms. Instead, opt for more specific keyword phrases or combinations of keywords that better describe your business and its products or services. Think about your target audience when coming up with keyword phrases. What are the terms they're likely to search?
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KeywordDiscovery.com or WordTracker.com can help you find the best keyword phrases for your Web pages.

Optimize your title tags

When search engines list your page, the title tag is the actual phrase or wording that's listed. Title tags carry a lot of weight with search engines — keep them brief, include your keyword phrases in them and make sure they accurately describe the content of the specific Web page. Title tags can also be a selling tool; come up with phrases that encourage users to click on your site.
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SEOptimism.com's online SEO tutorial covers title tags and more. Get help with title tags and other elements of optimizing your pages with software, such as WebPosition.

Write keyword-rich text

To optimize copy, use as many of your keyword phrases as possible in the text on each of your Web pages. Search engines will search for these keyword phrases in your copy to determine how important your page is and how high it should be listed.
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Search engines place a high level of importance on how-to articles, tutorials and tips, so try to include these in your pages. If you don't feel confident about your writing skills, hire a freelance writer who specializes in your industry at MediaBistro.com. Pose your copy questions to your peers at SearchEngineForums.com or at SEOChat.com.

Optimize your meta tags

Meta tags are descriptions of your Web pages used to help search engines determine a page's content. There are two types of meta tags: meta descriptions and meta keywords. Meta descriptions describe the content of your page; meta keywords should include your most important keyword phrases. Include your keyword phrases in your meta description as well.
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Review the meta tag tutorial at Website101.com.

Go with a pro

If you go it alone in your SEO efforts and you don't take the time to understand industry-accepted SEO practices, you could end up hurting your Web site's listings or even worse, getting blacklisted by a search engine. If you don't have the interest or the time to handle the SEO chore yourself, hire a reputable SEO consulting firm.
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Discover what to look for in an SEO consulting firm at Yahoo! Small Business and find consultants in the SEO Consultants Directory.