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