Good web design practices and basic editing skills are still the basics when it comes to improving a web site’s SEO or Search Engine Optimization. The basic SEO campaign begins with the selection of a domain name, which should include the keywords of the target audience, or else be an easily remembered name. Second in importance is meta tags on a site. These are invisible tags of code on a web page that include a site description and its keyword lists. You should enter unique descriptions and keyword strings on every page for best SEO results. The reason for this is that web sites with the same description and keywords on every page may not be indexed past the first page by a web spider or crawler unless the meta tags description and keywords are different. Nevertheless, having the same meta tags on every page is still likely to be better than having no meta tags whatsoever on a site. In relation to meta tags, you should also make sure the robots.txt file on your web site’s root directory is configured so as to lead spiders to pages you want indexed, and to hide others, such as your site’s admin or downloads pages. You can also use meta tags to tell the web spiders and other ‘bots how often to return to index new content.

Other important aspects to consider in an SEO campaign are re-writing the titles and text of your web site’s main pages to better reflect the keywords people are searching for related to the information. This should make it clear from every angle what information or products are offered on the page. When these editing changes have been implemented across a site, you can also analyze keyword density per page across various categories. An SEO campaign will then move in the direction of web promotions. This involves building links to the site through announcements in forums, bulletin boards, blogs, and press releases. SEO campaigns are usually looking for one-way links, but two-way, three-way, and multiple link-exchange networks are also beneficial for SEO. A good SEO campaign will also target high PR sites for references and links in an attempt to increase the PR of the local site through community. As this SEO work progresses and continues on a weekly basis, a site looking for more traffic may then also start up a keyword based PPC advertising campaign. The main sources for this are generally the Big Three search engines themselves, Google, Yahoo, & Microsoft.

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