The practice of search engine optimization can often seem complicated and larger than life. But the truth about SEO is that it is really comprised of two general areas. These areas are onpage optimization and off-page optimization. Successful web sites understand the differences between these two areas and apply the best in class techniques for each.
In order to be successful with your search engine optimization efforts long term, you should always start with on page optimization techniques. On page optimization refers to everything that has to do with your actual web site and web pages from a search engine optimization perspective. This includes factors like web site age, URL, Meta tags, on page links, etc. It's important that you start with on page optimization because it ensures that your pages will be fully recognized by search engines.
Let's start with looking at your url structure. Many people believe that the only way to get number one rankings is by having your keyword phrase in your domain name. For example if your keyword is sneakers, you should have a URL that says Sneakers.com. Sure, this would help but its only one of many factors considered in search engine optimization. Not to mention the difficulty of finding a good URL that includes your keywords.
It is true that including your keyword phrase in your URL is beneficial even though it is not the end all be all. This is especially true with search engines like Yahoo and Bing. A good strategy to deploy is to use a sub-domain strategy. This means setting up sub domains from your main site that include the keyword you're optimization for. An example of this would be: sneakers.yoursite.com where your site is the name of your main web site.
You can also create new pages that include your keyword as part of the URL. This is almost as equally strong as the sub-domain strategy and very easy to implement. Simply create a folder or page on your server that includes your keyword. An example would be: Yoursite.com/sneakers. By adding the keywords as part f your URL, you are improving your chances of appearing in search results given other on page SEO criteria is met.
Your website url is only one of may on-page optimization factors you should be paying attention to. When I'm asked which factors are the most important to any seo effort, I usually emphasis clean code and fast load times. Search engines like Google want to make sure browsers have a good experience. If they started serving up really bad web sites in the number of ranking, you wouldn't be using their search engine. Check your site for coding errors and measure how long it takes for the web pages to load.
Only after you have given your onpage optimization a review from all angles is it time to focus on off-page optimization. Essentially you want to make sure that you've build that solid foundation for your web site that you can easily build upon. If your foundation is set up properly, you can build upon it for the long term. Off-page optimization is the practice of building links to your web site and focusing on other referrals from authority web sites.
Getting started with search engine optimization is easy if you focus on the two disciplines associated with SEO. Give time and attention to on-page optimization and off-page optimization. Beginning with on page strategies can help to create a sustainable site that will always be seen by search engines. Once a strong foundation is in place, build links to your site from third party sites in a related niche. These techniques will improve your rankings dramatically.
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