When “exchanging” links it is important to be fair and exchange a  link which search engines can follow but sometimes it is necessary to link to another website or blog where it is only necessary for humans to follow the link and not the search engines. In this case you can use a “no follow” link.  An example of a no follow link could be :

<a href=”http://websiteaddress.com” rel=”nofollow”>My own website</a>

Because of the threat of being penalised many webmasters are afraid of using too many keywords (see information on how to use keywords correctly) but the golden rule is that if the content is “human friendly” in terms of readability then there is probably no threat that the site will be penalised.

Internal links are cross links created within your own site and developing internal links is an important strategy in training the search engines that your site is relevant. Internal links also help humans to navigate your site more easily. Link to related pages and posts, don’t make random links.

External links are those links which leave your site and connect with another website. It is the external links which “leak” your SEO “energy” (for want of better words to explain!). Use external links sparingly and only where absolutely necessary.

Keywords are used in meta data, of course, but they are also part of the way that search engines determine how relevant your website is for those searching for information. Try to use keywords naturally in the content because ultimately it will be humans reading what you write. One way is to write naturally, not thinking about keywords, and then go back and place keywords as naturally as you can.

Good places for keywords are in the headline, any headings or subheadings and in the first and last paragraphs of your content.

Meta data (meta descriptions are one component of meta data) serves two purposes which is;  a) to tell search engines what your website is about and b) to show up in search results which tells people about your site.

There are some key points to note when writing your meta description:

• There is a limit of 140 characters. If a meta description is not specified the search engine will either automatically use the first 140 characters of your post or page for the description or it will examine the content on your page for what it supposes is the best description. This means leaving things to chance which is not a good idea.
• The meta description should be worded in a natural way because it will be a person reading the description.
• Keywords should be used in the meta descriptions but don’t over use them because this may make the description unintelligible for the human reading it.

Give all images an ALT (alternative) and TITLE arrributes because this is equivalent of a metadescription for the page or a document title. Image filenames should also have a relevant name and if possible put a keyword in the file name. A file name may make sense to the person constructing the website but it must also make sense to the search engine – for example if you give the image the file name “nelson1.jpg” it will mean something to you but not the search engine, rather call it “nelsonmandelaspeech.jpg”

Remember to not make your images too “heavy”, they should be of a manageable size and preferably in .png or .jpg

• “In mathematics and computer science, an algorithm Listeni/ˈælɡərɪðəm/ is an effective method expressed as a finite list[1] of well-defined instructions[2] for calculating a function.[3] Algorithms are used for calculation, data processing, and automated reasoning. In simple words an algorithm is a step-by-step procedure for calculations.
• Starting from an initial state and initial input (perhaps empty),[4] the instructions describe a computation that, when executed, will proceed through a finite [5] number of well-defined successive states, eventually producing “output”[6] and terminating at a final ending state. The transition from one state to the next is not necessarily deterministic; some algorithms, known as randomized algorithms, incorporate random input.[7]
• A partial formalization of the concept began with attempts to solve the Entscheidungs problem (the “decision problem”) posed by David Hilbert in 1928. Subsequent formalizations were framed as attempts to define “effective calculability”[8] or “effective method”;[9] those formalizations included the Gödel–Herbrand–Kleene recursive functions of 1930, 1934 and 1935, Alonzo Church’s lambda calculus of 1936, Emil Post’s “Formulation 1″ of 1936, and Alan Turing’s Turing machines of 1936–7 and 1939. Giving a formal definition of algorithms, corresponding to the intuitive notion, remains a challenging problem.[10]“

Algorithms are important for websites because search engines constantly change their algorithms to stay ahead of the pack. Their algorithms are kept secret and it is therefore not easy to know what the search engines are looking for in terms of which websites they will rank more highly than others. However, there is a simple rule; make your website relevant to what you offer, make it human friendly, give plenty of information (which must also be relevant) and you should be on the right track.

The fact is that SEO is vital if you are to be found online by search engines and unless someone knows your website address and types it into the navigation bar they are going to have to use a search engine. The many components of search engine optimisation include metatags, content, links both internal and external. Ultimately though, your website must be practical for humans to use and it is important to keep that in mind when applying search engine techniques.

To sum up, SEO is extremely important and even more important is that it is done so that in the end people actually click on your website. Use proven techniques which have good possibility of withstanding the constant changes to the search engines’ algorithims.

Search engines are capable of matching content on the web in extraordinarly quick time. Considering how much content there is on the web this is an amazing feature. It is interesting to see how cunning search engines are because even scrambling content is difficult and really should not be done. This means that content must be fresh and it must also be relevant to your business or the website on which the content is placed. You cannot out-fox the crawlers!

You might think that there is a simple answer;  just copy and paste content from the web. Surprisingly this does not work! Search engines have become extremely intelligent and can detect if you have plagiarised. In fact they can even tell if you have copied and scrambled something. I know, I know…  it doesn’t seem possible but I have tested time and time again and this is the truth. This means that your content has to be fresh and well written and interspersed with keywords.

Content has become one of the most important marketing tools on the web. Happy writing!

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