Crux of search engine optimization (SEO) process
is to look at a web-site from the viewpoint of a search engine robot
and make necessary changes in its structure and content so that
relevance count of concerned web-page becomes high for given keywords.
The big question - how does a search robot measures relevance ? Unfortunately, there is no clear cut answer as search engines not only keep exact search algorithm as closely guarded secret but also make frequent changes in the algorithm to outguess SEO experts. Besides, there are clear differences in approach among various search engines on measurement of relevance. Nevertheless, there are general guidelines that can help a skilled SEO Expert to place a web-site at reasonably high rank. However, any claim of guaranteed top rank placement should be taken with a pinch of salt. Relevance Measurement
We know high rank in search engine depends upon
high relevance. Now, what does relevance depend upon ?
There is a huge body of literature and expert opinions on this topic - sufficient to confuse any newcomer. However, there is general agreement among SEO experts on importance of following two major points:
Keyword Placement
Search engine robots measure relevance of a
web-page by breaking it into few strategic areas and then look for
presence of given keywords in these areas. The keywords found are
given weights based on their frequency and prominence.
Some of the strategic places in a web-page are:
Keyword Measures
After selecting strategic areas within web-page
for chosen keywords, next task is to determine following measures
for each keyword:
Frequency
Frequency is a measure of extent of use or how
often a keyword appears in a particular area or whole web-page.
For example let us examine following title :
The Keyword 'Submersible Pump' appears only once in the title tag area - so its frequency is 1 and frequency of keyword 'Pump' is 2 for obvious reason. Prominence
Prominence is a measure of relative importance
of a keyword within a given tag area and its calculation is based
on how close to the start of a tag the keyword appears.
Generally speaking, closer a keyword appears towards the beginning of any page element (Title, Meta Description, Meta Keywords, visible text, ALT area etc.) better is its relevance count in the web-page. Weight
Keyword weight is a percentage of appearance
of a given keyword in a tag area in comparison to all words in that
tag area or whole web-page.
So, the weight of keyword submersible pump will be calculated as follows:
Weight of the keyword 'Submersible Pump' within title tag = (2/8) * 100 = 25% It may be argued that higher the weight of a particular keyword in a page, the higher the search engine ranking of the page for that keyword. However, repeating a keyword too often to increase its weight is considered unethical by search engines. Such act to confuse a search engine robot is called 'spam' and concerned web-site may get penalized for spamming. Conclusion
Optimization of web-site for search engines
requires that you select right keywords for your web-site, place
them strategically across your web-pages and then tune-up various
keyword-related measures suitably. Once web-pages are optimized
- next task is to submit them to major search engines.
Happy and Productive Surfing Dr. Amit K Chatterjee Related Links:
Source: FAIDA
- Newsletter on Business Opportunties from India and Abroad
Vol: 6, Issue 19
; December 30' 2005
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