Search Engine Optimization (SEO)
SEO, or search engine optimization, is one of the oldest techniques used to build an online presence. Despite that, it remains one of the most important.
Not only have optimization processes changed dramatically over the years, but the focus has changed greatly, as well. Once upon a time, website owners needed only to worry about achieving a high keyword density in their website content.
That told search engines what the website was about, and built authority.
The situation today is dramatically different. Not only are Internet searchers savvier than ever, but search engines themselves have become vastly more sophisticated.
While keywords, keyword phrases, related terms and the like remain very important, there are many other factors that go into optimizing a company’s website for search engines, and many of those areas are easy to overlook, particularly if you are not an experienced SEO professional. Some of those areas include:
Website copy (text)
Website meta data
Image alt tags
Individual page URLs
404 page customization
Internal linking structure
Content length on website pages