Even with the increasing popularity of the web, many small and big businesses commit a blunder when they consider websites to be a secondary form of advertising. However the fact is that the internet has changed the world in its entirety and is here to stay for a long time.

How would you feel if you get 1.09 visitors to your website, which you have created just by paying a web hosting amount of $4.95 per month?

Amazing, right!

This number might be more than the traffic being generated at Wal-Mart, the world’s largest corporation.

Search engine optimization or SEO is also known as SEO copywriting and is one of the most popular techniques for promoting a website in search engine results. As a technical component of Web marketing SEO helps in promoting websites, but requires some technical familiarity and knowledge of basic HTML. Most of the times it uses the “natural” or un-paid search results also known as “organic” or “algorithmic” for optimizing the website.

Google is the leading and the most marketable search engine on the web followed by Yahoo and MSN. Every search engine has its own personal algorithms used for evaluating the significance of a particular website.

SEO is one of the most popular marketing strategies and increases the relevance of a site for its viewers. It recognizes the working of a search organics and things people search for on the web. It also helps in improving the content of a website, so that its distinctive content can easily be indexed by the search engine robots. This unique content also appeals the viewers who give repeat visits to the site, thus bringing profitability to the website owner.

SEO targets various kinds of search, such as image search, video search, local search, and industry-specific search. Optimization of the website in any of these field helps in providing a preferred position to your site. Most web based business owners utilize search engine optimization as a tool for making the most out of their business online. It not only has the power to enhance the traffic on your website but also helps in improving your sales. This gives website business owners an opportunity to gain advantage over the existing online competition.

The earlier or higher a website appears on the web page more is the number of visitors diverted from the search engine towards this site. The frequency of appearance on the results page also helps to increase the number of site visitors. The net result of all this is increased sales and profit for the business.

With the increased popularity and usage of the internet, web based businesses using SEO techniques gain a major advantage over their competitors. Two main kinds of search engine optimization that are most commonly being used are the on-page optimization and the off-page optimization.

On-page optimization

On-page optimization is the simplest of them and relates to the contents and elements present on the web page itself. Most people visit the various sites on the internet due to the fresh and quality content available on them. Therefore Search engines are primarily interested in knowing the quality and uniqueness of the content written on a web page. Also Search engine bots or robots are not capable of reading images or scripting languages like the like JavaScript. So the only thing that they rely on is the pure text written on the web page. The changes or optimization done to the content of the web page in order to increase its appearance on the search results page is known as On-page optimization.

Off-page Optimization

Earlier most web based business use on page optimization techniques to increase traffic on their sites. But due to the over exploitation of this technique the benefits derived through this technique gradually reduced and off page optimization techniques gained popularity. It refers to optimization techniques that are not directly implemented on the web page and HTML files, but helps to improve the ranking of web page in the search results.

The most important technique for improving the position of a particular web page on the search results is by linking it to other pages having content about similar or related topics. All search engines including Google decides an authority site for particular key words or phrases. Most visitors like to visit sites that contain links to similar or related contents. If your site also contains links to many other sites, Google might judge it as the authority site, thus increasing the traffic to your site. This also helps to improve your site’s position on the search results page. The links might sometimes be reciprocal i.e. the site your site link to, might also provide a reciprocal link to your site. But, most of the times these links are non- reciprocal or one-way only. This denotes that your site might be important to other websites, but you might not consider the same for their site.

Both on-page and off-page optimization have their own set of importance. For those in a relatively uncompetitive market can get a higher listing in the search results just by making use of good on-page optimization. With the increasing complexity in competition back links or off page optimization is a must for heading your way to success.

The most important thing that distinguishes a word document from an article on a website is its linkage to various other sites or documents available on the internet. Therefore links were the original functionality of web pages and are still the basis of the internet. With the increasing competition in all kinds of businesses including online business, benefits derived through on page optimization techniques have come to a standstill. Nowadays, internet marketers’ use off page optimization techniques for generating traffic to their site and links are the primary tools used for off page optimization, thus increasing sales and profitability. Following are a few benefits of using links:

1.      Increases the usability of internet.

Links help to increase the usability of the internet by providing simple navigation and routing between text and articles on a website. Apart from regular site navigation links help in linking an article to other important documents, like definitions, without interfering with the flow of the initial search.

2.      Directs traffic to website.

Users surfing a particular site develop trust in it and click links provided on these sites move directly on to those links. The traffic on a particular site can thus be directed to other sites created by the owner or other site creators.

3.      Enhances the trust of Search Engine in your site.

The most important factor that determines the trust of Search engine on a particular site is its link score. More is the number of links provided on a site, higher will its ranking in the search engine results. Links are the most popular way of increasing the trust of search engine on your site.

4.      Help in building users’ trust.

Links of your site on popular sites helps to increase users’ trust in you and products offered by your site. This is due to the established reputation of those sites and your linkage with them.

5.      Provides information about your site

Both robots of the search engines and the visitors identify the content of discussion by reading the name of your link on other sites. This helps them to decide whether or not they would like to visit your site and in diverting target viewers to your site.

6.      Links add value to your site

In the virtual world, websites are your property, and thus have value in terms of cash. The saleable value of your website depends upon the amount of traffic it is capable of generating in a particular period of time. Adding links of various similar or related sites helps in increasing the traffic, which in turn increases the salability of the website.

If you are planning to begin your own site don’t forget to add other related links to it. This will not only help others to enhance their business, but will surely increase traffic on your site.