Internet search became an integral part of the modern life. But overall body of information in the world doubles every 18-24 months which makes finding necessary information quite a tough job. Even though search engines have developed more advanced and sophisticated analytic tools, the pages they crawl must be more «crawler-friendly». Webmasters and site owners must be looking for optimization of their sites in order to enable search engines to better view, evaluate and rank the pages in search result output. Here it comes down to Search Engine Optimization (SEO).

What is SEO?

What can we do in order to make sure that our page is one of the best and most frequently visited among the other ones in our information niche? Search Engine Optimisation (SEO) procedures are just the answer we need. SEO services can improve sites the way they become better «visible» and «crawable» for search engines. The key of success here is better quality of the content we provide.

SEO service became required when search engines began to rank the pages according to their relative information value and importance. The first algorithm for page ranking in search result output was developed in 1996 and called PageRank as it was used and further fine-tuned by Google Inc. Notable, the term «SEO» was first used very soon afterwards – in 1997. Nowadays, there are more than 200 of «ranking signals» applied by search engines. And best SEO companies offer their services along with the whole variety of ranking optimisation possibilities.

Professional SEO services include various methods of the website analysis. This toolkit is applicable to different aspects of website functioning and aimed on finding out what can be optimised – the content and its structure, navigation and general usability etc. It is also very important to track visitors activity with regard to the conversion of visitors into customers, which is called «website conversion». It comes without saying that conversion is viewed as the key element in the Internet marketing and ecommerce strategies.

It should be noted that optimisation analysis requires deep understanding of how the improvement possibilities are interrelated. In case of conversion, SEO agency must take into account how conversion is connected to other aspects of website's efficiency. For example, how to deal with website conversion and its general traffic? In pursuit of more traffic some website owners tend to overlook conversion. The best strategy is to bring conversion up first, and then go for more traffic – otherwise why to have more visitors if we can not convert them?

All professional SEO services offered by numerous firms are based on detailed analysis of the website performance. Only having gotten through screening-it-all, SEO company can offer best solutions.

Such solutions might include, for example, tag optimisation. In the Internet-context, tags are words serving as identifying labels which essentially and adequately describe the information available on this particular page. There are several kinds of tags. Tag "title" (page header) is the most important for search engines. Tag "description" is also viewable at search results output so users can preliminarily judge about the page content and decide – check it or skip it. The tag called "keywords" is self-explanatory and is also important for search results ranking.

There might be a need to optimize not only the tags, but the page text as well. Text optimization is not so easy as it might seem. The text must be stuffed with keywords relevant to search queries and algorithms through which search engines process the queries. But at the same time the text must be still readable and literate, stylistically weighed and generally speaking – "human friendly", e.g. it s supposed to meet the requirements of users. Which means that keyword stuffing should be reasonable and moderate. And, last but not the least, the text must be authentic. Page ranking to considerable extent depends on uniqueness and authenticity of its content.

Also a need for some structural improvements can be revealed. In order to enable search engines to appreciate the page’s value by placing it up the list of search results, the page must be "crawler-friendly". For this reason, for example, the site should not have more than three levels of subpages, its structure must be simple, and navigation – easy and convenient. It is also advisable to have sound, well thought-out interlink system.

Another important consideration is that the task of the website optimization requires creative and customized solutions. Of course, there are general recommendations, but they are only general, just as much as they should be. There is no such thing as "universal optimization formula". No magic pills in SEO, sorry. The best practices of SEO are based on analysis, reasonability, and, at the end – on better content quality.