With the perpetual alterations seen in the Search Engine algorithms, it is impossible to create a rigid set of effective tactics. However, fundamental principles hold good despite changing internet trends and search engine algorithms. You can make search engine optimization strategies more effectual by making your website more relevant, accessible, and simple to use, while keeping a few points in mind. Here are some guidelines to achieve this

Generate keyword-rich content

Keyword-rich content is the first step to successful Search Engine Optimization. Content is infused with relevant keywords and search phrases commonly used in searches for products or services and similar to those offered by your website. Keyword phrases need to be placed prominently to catch the reader’s attention and that of search engine bots. Some tips to get you started:

• Use applications such as Nichebot, Google Adwords, Wordtracker, KeywordDiscovery and Google Analytics to uncover phrases with high monthly volumes but not too much competition and are popular in searches.
• Use niche keyword terms instead of broad phrases, (for example, “Women Plus Size Clothing” instead of “Women apparel”).
• Include keywords in titles, headings, links, page URLs, alt text of graphics, document descriptions of audio/video files, and bold and italicized text.
• Keyword density should be good but not too high. It is important to write as naturally as possible.
• Use keywords at the opening of text blocks for superior indexing and ranking.

Develop pertinent content that addresses customers’ needs

Content should be relevant to users interests, easy to understand and access, and most of all should address their requirements. Search engines favor web sites with many inbound links from other sites. It tells the search engines that the content is useful. This will make search engines increase your page rank and get it to rank higher in organic search. Frequently refreshed content will also encourage repeat visits and also lead to re-indexing of pages by search engines.

Create user-friendly website design and information structure

Internet surfers and search engine spiders should be able to traverse pages quickly. You should incorporate effective information organization – website navigation; displaying links with meaningful labels; positioning text, multimedia, and pictures effectively; etc. A website page should have links to sections within the website. Add a navigation menu or sitemap for speedy access. Sitemaps improve the search-ability of websites too. These practices should be part of the web site’s development plan as they take time but are effective in building a strong base of the website.

Generate inbound links to your website

Backlinks or links from third party websites improves your search engine ranking. Seek out backlinks from reputed web registries and relevant industry websites. Linking directories are helpful. They charge an ongoing or one-time fee. Do not get lured by unethical SEO tactics that promise hundreds or thousands of links to raise your page rank. Their tactics may get you blacklisted and make your site disappear from search engines.

Some guidelines for getting backlinks are:

• Good, pertinent web content is effective in getting backlinks by becoming link baits.
• Have a “Link” button for simple linking to your website.
• Email or call site owners and develop mutually beneficial relationships for exchanging links.
• Link to good quality websites that may help your customers. They may link to your website in return.
• Publish quality articles in high ranking article directories. They let you place a few links in the author resource box. Also get in touch with owners of high ranking blogs and ask if you can deliver free content to them if they allow you to include back links to your web site.

Use meta tags effectively

The description meta tag contains the text that gets displayed in search results. It should be keyword-rich and should elicit interest of clients. The keyword tag, though not considered by most search engines, helps in the website’s classification. The tags should be developed for each page separately.

Evaluate the website’s performance

Once you deploy an SEO policy, evaluate the website’s performance to judge its efficacy. Use applications such as Google Webmaster Tools, Google Analytics, Yahoo! Site Explorer, etc.

Follow SEO news

Search engine companies are constantly looking at ways to improve search quality. It’s a good idea to keep track of what’s going on by subscribing to websites such as Search Engine Watch, The Official Google Blog, SEO blogs, SEO Chat, WebProNews, etc.

Avoid content duplication

Duplication of content can happen if articles are republished on a number of websites, product and service specifications are same except for title and picture, session IDs are the only changed constituents in URLs, printer-friendly version of pages are not excluded from search with directives in the “robots.txt” file, and if a website has multiple URLs names with identical content, etc. There is no search engine penalty for duplicate content but backlinks created by duplicate content do not improve your site rank.

Steer clear of black hat tactics

Black hat SEO practices such as randomly repeated keywords and website cloaking are helpful in the short term but can backfire by getting your website banned from search engines. If you want to win in the long run, use white hat SEO tactics that play by the rules.

Pertinent web pages, information organization, and effective positioning of keywords are necessary elements of any SEO campaign. This way, your website will get consistent search engine traffic in spite of variations in search engine algorithms. Daljeet Sidhu is the author of this article.