One ofthe most reliable ways to improve traffic is to achieve a high rankingon search engine return pages (SERPs).
A search for "skydiving" on Yahoo yields many results.
Where does your Web page rank, and how can you help it rise to the top?
Imagine that you've created the definitive Web site on a subject -- we'll use skydivingasan example. Your site is so new that it's not even listed on anySERPsyet, so your first step is to submit your site to search engineslikeGoogle and Yahoo.
The Web pages on your skydiving siteincludeuseful information, exciting photographs and helpful linksguidingvisitors to other resources.
Even with the bestinformation aboutskydiving on the Web, your site may not crack the toppage of resultson major search engines.
When people search for the term "skydiving,"they could end up going to inferior Web sites because yours isn't inthe top results.
Whilemost search engine companies try to keep their processes asecret, theircriteria for high spots on SERPs isn't a completemystery.
Searchengines are successful only if they provide a userlinks to the best Websites related to the user's search terms. If yoursite is the bestskydiving resource on the Web, it benefits searchengines to list thesite high up on their SERPs. You just have to finda way to show searchengines that your site belongs at the top of theheap. That's where search engine optimization (SEO) comes in -- it's a collection of techniques a webmaster can use to improve his or her site's SERP position.
In this article, we'll look at two SEO philosophies: the white hat approach and the black hatapproach.We'll also learn about some of the problems webmasters canencounterwhen trying to satisfy both the visitors to the site andsearch engines.
We'll take a general overview of what SEO really means on the next page.