Entrepreneurship University
College of Internet Marketing (CIM)

Search Engine Optimization

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. This can be accomplished by adjusting several factors on our website. Many guidelines to what factors affect SEO, and suggestions for improving search engine results are based on optimizing for Google. These guidelines change frequently.

For a detailed treatment of SEO factors see Search Engine Land. See Brian Dean’s Google’s 200 Ranking Factors: The Complete List for one of the most comprehensive lists that we have seen on SEO ranking. Brian also offers a free report titled “SEO Domination” on his website, backlinko.com. Vaughn Aubuchon’s “1-pagers” can be very useful, particularly his summary of information on various aspects of Google.

Other SEO practices and suggestions include:

Content is King:
Your website must be useful, rich with relevant information, and pages that clearly describe the content on your website.

Use text to display important names, content and links:
Avoid using images since Google’s tools do not recognize when a text is composed in an image.

Beware of “link rot:”
Frequently test all the links in your site to make sure their target is still what you intended it to be.

Pursue “backlinks:”
Your website achieves greater authority when quality sites link to it. Examine websites that you think of sufficient quality and try to find a way to add value to a link from them. Well-written and valuable content on your site is the key to getting backlinks.

Stay clear of “linkfarms” where all the site does is list links in bulk.

Get indexed:
Submit the website at http://www.google.com/submityourcontent/. Additionally, create a Sitemap using Google Webmaster Tools. With the Sitemap, Google learns the structure of your website, making it easier for the search engine to increase the coverage.

Check the “density” of your keywords:
Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page.

Wishing you success,

John B. Vinturella, Ph.D.

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