| IntroductionSearch engine optimization (SEO) | | | | with those terms, the higher you will be |
| is an online marketing strategy used to | | | | ranked in a result set. |
| increase a Web site's visibility to the | | | | |
| millions of people who find information and | | | | |
| services on the Internet. Search engine | | | | |
| optimization can help position your firm | | | | 2. Web Site Structure and Page Layout -The |
| among the top search results for a given | | | | way you structure your site and design your |
| query, which can dramatically increase | | | | Web page layout will have a large impact on |
| traffic to your Web site and establish a Web | | | | your site's search engine ranking. This |
| presence for your practice. Among other | | | | includes how you serve your Web pages (e.g., |
| things, SEO involves optimizing the structure | | | | as static HTML or XHTML pages or dynamically |
| of your site and the text that appears on it, | | | | from a database or Web script), the directory |
| as well as obtaining links to your site from | | | | structure of your site, the names of your |
| other sites, to help its popularity rating | | | | site's directories and individual HTML or |
| with search engines. With the number of Web | | | | XHTML files, and the URLs you choose when |
| sites on the Internet increasing at an | | | | selecting your domain names. Also, each Web |
| exponential rate, gaining primary placements | | | | page on your site needs to be optimized |
| in search engine rankings allows you to | | | | individually to most effectively present the |
| market your law firm in a very powerful and | | | | content it contains to the search engines. |
| effective way.Page RankPageRank is in some | | | | Thus, the elements of a page's layout, |
| ways related to link popularity, but the | | | | including navigation, site maps, graphics and |
| calculation is dependant on the quality and | | | | multimedia elements such as Flash and |
| strength of the links, not just the number of | | | | QuickTime movies, need to be placed correctly |
| links. So, how does one go about building and | | | | on every Web page. Using W3C Web standards |
| increasing their Page Rank. It is not as | | | | such as XHTML and CSS can allow you to place |
| difficult as some may think. | | | | unique content for a given page above its |
| | | | navigational elements, while at the same time |
| | | | reducing the file size of these Web pages. |
| | | | Other factors that affect a Web site's |
| Internal linking : also plays a factor in | | | | ability to be successfully indexed are the |
| the Page Rank of the pages within a site. The | | | | use (and sometimes non-use) of Image Maps, |
| linking structure within the site should | | | | Frames, JavaScript and, most importantly, |
| follow the themed approach to internal | | | | your Web page title tags. |
| linking, which stresses importance on | | | | |
| minimizing linking between 2nd and 3rd level | | | | |
| directories and pages. Since the internal | | | | |
| linking of your site plays a factor, not in | | | | 3. Web Pages Popularity -Putting up a Web |
| increasing PR, but in sharing the PR of the | | | | site is not enough to market your company |
| site, and the dilution of your keyword | | | | competitively on the Internet. For your |
| strength and theme, it is important to review | | | | target audience to find you, your Web site |
| the internal linking structure of your site. | | | | needs to be found easily by search engine |
| Then there are modifications that could be | | | | spiders/crawlers and then to be ranked well |
| made to improve the site's internal linking. | | | | in search engine results sets for the |
| | | | keywords and phrases you have selected and |
| | | | placed in the content of your Web |
| | | | site.Conclusion |
| External linking is the largest factor in | | | | |
| determining PageRank, and is the place where | | | | |
| you have the least control. There is no way | | | | |
| to force another web master to link to your | | | | The process of SEO is not easy to tackle, |
| site, especially when they already have a | | | | largely because so many pieces of a site |
| high PageRank. For this reason and many more, | | | | factor into the final results. Promoting a |
| increasing your PageRank is difficult, but | | | | site that writers on the web are unlikely to |
| important nonetheless. When contacting other | | | | link to is as deadly as creating a fantastic |
| websites to link to your site in the attempt | | | | website no one will see. SEO is also a |
| to build and increase your Page Rank, these | | | | long-term process, both in application and |
| web pages that you are requesting a link from | | | | results - those who expect quick rankings |
| should be relevant and of the same theme and | | | | after completing a few suggestions in this |
| market of the page that you are requesting | | | | guide will be deeply disappointed. Search |
| they link to. Perform a search for your | | | | engines can often be frustratingly slow to |
| target keyword in Google, ODP, and Yahoo to | | | | respond to improvements that will eventually |
| start, and check the top 40 ranking sites. | | | | garner significant boosts in traffic. |
| contact them and request that they link to | | | | |
| your site. Be prepared for them to ask for a | | | | |
| reciprocal link. | | | | |
| | | | To make your site the best site's adhere |
| | | | strictly to these guidelines: |
| | | | |
| Your site and pages within your site must | | | | |
| meet certain criteria for this to work, with | | | | |
| one piece being the most important: the site | | | | 1. Unique Content - |
| and pages within your site must be quality | | | | |
| content that people will actually want to | | | | 2. Access to an Adoptive Community - |
| link up to. This is one of the basic points | | | | |
| of PageRank: Google can tell which pages and | | | | 3. Link-Friendly Formatting - |
| sites are authorities as they have a large | | | | |
| number of high quality links pointing | | | | 4. Monetization Plan - |
| them.Components:There are three major | | | | |
| components of search engine optimization that | | | | 5. Market Awareness -Author: |
| you should keep in mind and incorporate into | | | | |
| any design, written Web page content, coded | | | | |
| HTML, and programming scripts for your site. | | | | |
| | | | Harish co-founded Varshyl Tech in 2005. As |
| | | | director of operations, he oversees the |
| | | | company's daily operations and develops the |
| 1. Keywords and Phrases -To optimize your | | | | strategy for product direction and new |
| site, you must strategically select and place | | | | product development. Harish has more than |
| words or phrases into your Web page content | | | | five years of experience delivering |
| and specific HTML tags - the areas from which | | | | mission-critical enterprise software |
| search engines grab words and phrases to | | | | solutions for diverse applications such as |
| build their indices. If you want your target | | | | supply chain management and corporate |
| audience to find your site through a search | | | | information delivery systems. Prior to |
| engine, your Web pages must contain keywords | | | | co-founding Varshyl Tech, he was a program |
| or keyword phrases that match the search | | | | analyst with Infosys Technologies Ltd., and |
| queries of your target audience. Often, there | | | | also worked as software developer and testing |
| are multiple words or phrases that mean the | | | | engineer for Microsoft Projects. Harish has |
| same thing. From an SEO standpoint, it is | | | | significant experience working with Mainframe |
| important to include all the words or phrases | | | | technology and holds a Bachelor's Degree in |
| your target audience may use in their | | | | Mechanical Engineering from Visvesvaraya |
| searches. The closer the match between your | | | | Technological University, Karnataka, India. |
| Web site's content's keywords and phrases | | | | |