You have a perfect-looking Web site designed and developed, but nobody visits it? With millions of people browsing online, many are looking for your product or service. But they cannot find your Web site because it’s displayed among millions of the search results. What can be done to make Web site visible and displayed on top without paying for it? There are a few tips to increase Web site rating by the search engines. But before we start, let's take a moment to observe. We know that competitions between the search engines is extremely fierce . To succeed, they are constantly improving their search algorithms to display more relevant search results to the users. You have a perfect-looking Web site designed and developed, but nobody visits it? With millions of people browsing online, many are looking for your product or service. But they cannot find your Web site because it’s displayed among millions of the search results. What can be done to make Web site visible and displayed on top without paying for it? There are a few tips to increase Web site rating by the search engines. But before we start, let's take a moment to observe. We know that competitions between the search engines is extremely fierce . To succeed, they are constantly improving their search algorithms to display more relevant search results to the users. Obviously, search engine improvements will continue in the direction of building the closest connection between the user's search query and a list of Web sites displayed as a result. Therefore, it is a Web developer’s job to connect Web site to the potential users' search queries. Following these steps can help you to achieve this.

Making a Web site more relevant to the potential searches is the best way to guarantee its long-term, effective search engine visibility. Properly build Web site displays content consistent with the keywords. Therefore, the key to the Search Engine Optimization (SEO) is in the content of the Web site. What your target audience will be typing in the search engines - should be placed on your web pages. Selecting the keywords that your potential customers will use to find your site is critical for the Web site visibility. Spending some time on research will allow you to discover new or missing keyword opportunities. Google (https://adwords.google.com/select/KeywordToolExternal ) offers a valuable insight into what potential customers are typing into search queries. Example below demonstrates how modified keywords added to the web page can improve its chances being found. On Google, search by words: native art produces 20,700,000 results , whereas search by words: "aboriginal arts and crafts" Vernon produces only 33 results.

The most important places for the keywords on the Web page are the title tag, headers, text above the fold, and text around hyperlinks. Title tag is considered by the search engines as the most important, but is very often overlooked by Web designers. It is important to know that the keywords placed in headers and closer to the top of the page (keyword prominence) have more weight and improve the Web site rating. Often overlooked, alternative text for images (alt tag) is a very convenient place to put keywords on the Web page. Although some search engines ignore Meta tags, Meta tag is another important place to put keywords. Be aware that repetition of the same keywords in the Meta tag can be considered by the search engines as keyword stacking and may lead to the Web page rejection.

Special attention must be paid to how your Web pages are linked. It is crucial that search engine can follow your links. Search engine spiders will have trouble to follow links which are: Image maps, implemented as JavaScript navigation menus or Flash menus. If link cannot be followed, it will be simply ignored and all the efforts of placing the keywords are wasted because linked page won't be found and will not be able to contribute to the Web site ranking.

Search Engine Optimization (SEO) is a large knowledge area and there are much more to do to succeed with it. But before diving too deep into the theory, start from the simple steps we've mentioned above. Remember Paretto's 80/20 rule? We wish you very high ranking.

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