SEO is an abbreviation that stands for ‘search engine optimization’ - one of the most important and less costly ways to promote your website on the web. The basic idea is to hold a high rank for your preferred keywords on all the major search engines with regard to “free” searches.

The title for the page should be clear and pertinent, and it should have an abundance of the desired keywords. However, an overlong title should be avoided, as should too many ‘fillers’ like ‘and’, ‘the’ etc. On the homepage, along with the business name, some descriptive words too need to be used. For example, if the site is about a company called XY Co., that sells books and stationery, the title should contain the words ‘books’ and ‘stationery’, instead of simply reading “XY Co.”

Certain search engines display what is called a description META Tag below the hyperlinked title when they show the search results. This is simply a short summary of the website- no more than one or two lines- containing the most important keywords and phrases used in the page. Keywords or phrases that do not appear in the page itself should not be included. Google displays only the first sixty characters, though a larger number- around two hundred and fifty five- can be indexed.

Another important point is that search engines give importance to page headlines and sub-headings, hence it is advisable to include the keywords in as many of them as possible. Also, the first paragraph of text in a page- which is usually used to write an introduction- is given importance by the search engines, so some of the most crucial key phrases should be used in it. However, there a balance needs to be struck between including no key words at all, and forcedly cramming in too many.

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Search engines always attempt to find out the main thrust of a webpage. When words are hyperlinked in the text of a webpage, the search engines see them as being of potential importance. So, key words or phrases in the body of the page’s text should be hyperlinked.

Also, a sitemap, that contains links to all the pages included in the website, should be created to make it easier for both search engines and visitors to locate the contents of the site, especially if it is a larger one. Free tools available on the net can be used for the creation of XML sitemaps that are used by the search engines to correctly index websites. After the creation and uploading of the map on the website, it should be submitted to Google, Yahoo!, etc. And any further instructions displayed on those sites should be followed.