seo

SEO or search engine optimization (SEO; engl.) identifies measures that serve Web pages in the search engine results page in the unpaid search results (natural listings) results will appear.
Search engine optimization is a branch of search engine marketing.

OnPage Seo

The OnPage optimization includes all content-side customizations of the own website. These include the optimisation of the page content (content) on formatting, headings, etc., but also technical aspects, such as the headers and tags, as well as the internal link structure of the page. Usually always an OnPage optimisation is preceded by an optimization from SEO point of view. The meta keyword tag designed for search engines is no longer taken into account. The same applies to the meta description tag. This might appear as an excerpt in the SERPs but (depending on the search query) and therefore should not be ignored.

Another step is the selection of the appropriate search terms (keywords). For this purpose you can use freely available databases, such as a keyword database or MetaGer Web Assoziators. Continue to use the Google AdWords offer keyword tool, that lists the approximate number of monthly searches per search term in addition to related keywords.
Typically, a page for one or two keywords will be optimized. Often, a comprehensive page is divided into several separate pages to optimize for different search terms. This main and Nebenkeywords (also primary and Sekundärkeywords) are set for the respective pages. The keywords are combining with the appropriate content. A kind of optimization is done by so-called landing pages. This is the user by clicking on the link on a page that is optimized specifically for SEO purposes.
In the course of the methods of SEO an its own writing style has evolved in this area, which can be described as search engine optimized style. This follows the "rules" of SEO, which effectively provided by the search mechanisms of the search engine. It is implicit rules, since these be reconstructed on the basis of the success factors of the optimization which means that a search engine provider does not disclose usually its criteria on the quality classification of indexed pages.
When search engine optimization therefore examines the techniques of Web crawlers and sorting algorithms of search engines. These will be disclosed only to the extent and often changed order to aggravate the abuse and provide relevant results to the user. The unknown and secret techniques are examined by reverse engineering the search results. It is analyzed how search engines Web pages and its content index and criteria according to which these from the search engine be assessed, collected and sorted.
The guidelines by the search engine on the contents of the pages may contradict this entirely the rules of classical text production. For example, grammatical rules for the algorithms play a role hardly. In this way an often misspelled keyword can contribute more to improving the ranking as a technically correct term.
Since these mechanisms of development dynamics are subject to this writing style is adjusted as often, to deliver the best possible result in the optimization of each again. This means that a page is optimized never only once. Necessary rather a permanent review of the relevance of the keywords used, as changed user behavior in the course of development.

OffPage optimization

The OffPage optimization takes place far away from the own side want to tune. It comes in this workspace to the emergence of a link structure with other websites, to better position itself in certain thematic areas. This means it is generally a search, which themed websites become so-called link partners. A major aim of SEO is to find partners who have an optimum link structure and a high PageRank themselves.
For now it is enough no more alone to increase the relevance of Web pages. A good listing and good visibility in search engines, as well as the quantity and quality of inbound links to a Web site (backlinks) should be taken into account. The use of link research tools can be worth, which scour the best pages on the same domain.

Also, the design of the link text of the backlinks is essential for the ranking for certain keywords. This part of search engine optimization is called the "OffPage optimization".
Free online tools can be used to examine sites for their potential. Often, small changes enough to greatly increase the ranking in search engines.

Academic search engine optimization

Search engine optimization is applied not only in the field of Web pages, but also for academic PDFs, for academic search engines such as Google to optimize this scholar and CiteSeer. The basic principle of the academic search engine optimization (academic search engine optimization, ASEQ) is the same as in the traditional Web-search engine optimization. The PDF should exhibit a high keyword density and instead of (hyper) links include citations. The area of the academic search engine optimization is still young and is currently very differently evaluated by the academic community. Some think it is immoral to cut to scientific articles on academic search engines, others deem it necessary, so that search engines can index the contents of the PDF files better and "fair" and weight.

Ethical rules

Methods that bring not relevant Web pages on the front seats of the search engine results pages, are referred to as search engine spamming; they violate set up against rules that the search engines to protect against manipulation of search results. It is possible to set up automated redirects that contain created pages specifically for search engines. This method to work with so-called doorway pages, but contradicts the guidelines of most search engines. Cases covered by the search engine operators often have the spell of the page result, i.e. the relevant landing pages are excluded from the search index.
So, BMW in 2006 had to accept in the short term that the website of automotive konzernes was removed from Google completely because a set of automatically forwarding doorway pages were created. After BMW had removed the offending pages, bmw.de was resumed in the Google index.
Ethical search engine optimization (Engl. white hat search engine optimization) avoid spamming. You dispense with undesirable practices such as the use of doorway pages or a link farm and followed the directives of the individual search engines. This avoids the risk of exclusion or downgrade in the search results pages. In contrast to the ethically correct "white has" search engine optimization is the optimization, including unwanted methods on the part of search engines "black" optimization called.

Link pyramid

In the field of search engine optimization the notion of the link pyramid occurred since end of 2000 more. The pyramid of the link tries to simulate a natural back link structure. To this end, the backlinks of several successful entrepreneurs were analysed and considered. It was good to see that the so-called Foundation consists of simple links and the links were so high-quality, decreases the number. This resulted in the image of a pyramid, from which derived the word link pyramid. To work a link pyramid, it uses fewer links from bottom to top seen. This result already, it is becoming increasingly difficult in high-quality links to get to this.

Technical limits

In graphically oriented, designed with movies, images and graphics embedded text pages, as it allows for example program in Flash, offer hard meaningful text code search engines. Since 2008, the company Adobe has provided the companies Google and Yahoo the technique with which they can access previously not exploitable content in Flash files. Google explains it: "The Googlebot can index almost all articles, the users are displayed when they interact with Flash SWF files on your website." On the basis of these texts, the Googlebot snippets can generate or match requested terms in the Google search. "Also can Googlebot recognize URLs in SWF files, for example, links to other pages on your site, and these follow. However are in this way included dynamically loaded text, nor can link text or different bases within identified by Flash. Programming a Web site entirely in Flash is not recommended from point of view of search engine optimization.