Search Engine Optimization, or SEO, involves many different internal and external factors affecting a web site. Things like directory links, description tags, and URL structure. However, it is possible to categorize each of these smaller considerations into one of the three major aspects involved in SEO. These major aspects are as follows:

Internal SEO Aspects

A large part of SEO involves optimizing a web site internally; making sure search engine spiders can navigate it, adding ALT tags to images, creating a site map, entering valid META tags, and so on. Many of these efforts are not only useful for SEO purposes; they make sites easier for human visitors to use and navigate as well. It also includes the use of proper keyword density, original/unique content, SEO based web page URLs/filenames, and search query oriented titles. All of these factors are under the direct control of the web site operator, and they should be optimized before the other two aspects are attended to.

Link Popularity

Another one of the major aspects of SEO is linking, which is relevant both internally and externally. Obtaining inbound links on related web sites, blogs, social bookmarking systems, and directories often significantly improves a site’s search engine rankings. However, the wrong type of links can be detrimental or unhelpful, such as links on completely unrelated pages or sites which have been “banned” by major search engines. Outbound links to other sites also affect the search engine optimization of the pages they are located on, so (for example) users of a web site generally shouldn’t be allowed to post links on it without approval.

External Aspects

Other external factors include search engine submission, banner/image advertisements, and the SEO strategies of major competing web sites. Submitting a site’s domain name to search engines can help it become listed more quickly, especially if it doesn’t have any inbound links yet. Like text links, graphical advertisements count as inbound links, but only if they directly link to a web site (not a click counter or other redirection). Competing web sites’ SEO strategies can change how the internal optimization of a site should be handled.

When each of these three major aspects of SEO are properly attended to, a web site’s potential for success becomes much greater. This can take a lot of effort, but is typically a more cost-effective and long-term solution than purchasing pay-per-click listings or email advertisements.

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