Introduction to SEO

How it works

Keywords and Phrases

The Text


In the Head




Search Engine Optimization


This tutorial is intended to be an introduction to search engine optimization. SEO is part science and part art. There are numerous online references, books, classes, seminars, and presentations available on the topic. Some are noted in our Resources section on the last page of this tutorial. Our goal is not to provide a detailed investigation into SEO, but rather to provide an overview of "tried and true" techniques that seem to work for most people and Web projects.

These search engine optimization tips that we offer here are simple to implement. You can do them yourself with your favorite Web editing program, such as Dreamweaver or NotePad, or you can ask your Web site manager to do them for you. Of course, most of these techniques should be used from the beginning when a Web site or page is being built. It is far easier to do things corrects from the start than to go back later.

A Word About Freshness

Even a Web site with good SEO will not get good positioning if it is not fresh. To keep a site fresh it is necessary to update it regularly. One of the factors that search engines use is when a Web page was last updated. It is assumed that a recently updated page will be more useful than a page that has not been updated in a long time.

How often does a site need to be updated? That is a hard question to answer. The general rule of thumb is that it should be updated slightly more often than competing Web sites.

Updating a Web site can include improving text, changing photographs, or any number of things that cause the site to be fresher than other similar sites. When you work through this tutorial, always keep in mind that freshness on Web sites, as with fish, is critical.

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