Frequently, I get asked “How should I get started in search engine optimization, and what do I need to know?” In truth, there’s no straight set of rules. SEO is a dynamic creature: the parameters and its shape are constantly in flux. What was true for search engine results  last week could change the week. Google seems to change its search algorithms more than I change my Brita filter, so be sure to research the latest trends every few months if you’d like keep your site at the top of the rankings.

Different types of Search Engine Results

There are 2 types of search results: AdWords and Organic.  AdWords are the PPC links (Pay Per Click) and can cost anywhere from $.02 to $13.02 per click (possibly higher at the time of publication of this article)

Google Organic and PPC results

The most effective search results come from the organic results. These come from natural search engine optimization techniques which I list below. This is the bread and butter, folks. Studies have, again and again, proven organic search results to be the most effective type. More information is available at SEO Tips

Optimize Your Website Structure and Design

The first step is finding  the right keywords. This is crucial for use in your content, navigation, and website pages, as it will define how well search engines catalog your site.  An excellent article for finding keywords is here.

Once you have your keywords established, the next step is creating a site that’s search engine friendly. Using keywords for the naming structure, you can customize your title tags, organize  a simple and effective site architecture, and use absolute links. An excellent article for more detail and information is searchengineguide.com’s  Beginner’s Guide on SEO

If you’re using a open source CMS or blog software, such as Joomla or Wordpress, you may want to consider installing a plugin / module to optimize your site. Wordpress has an excellent plugin called the All-in-one SEO Pack that works beautifully.

Optimize Your Content

Once you have the website structure optimized, your focus should turn to content. Google’s search engine algorithm is a highly guarded secret, but the basics for content revolve around freshness, links, and keywords. These are actually the basics of the recently developed field of inbound marketing.

In the world of SEO, content is king. You should focus your efforts around becoming a thought leader. This means composing articles on the latest trends in your field and establishing yourself as a resource for others. Content should also be appropriately peppered with keywords, though too many will trip an alarm at Google and classify your site as a data manipulator, read more in this great keywords and content article.

Accomplishing all of this keeps content fresh and  results in other sites linking to you. The more content you have, the more sites link to you. The more links you have, the increased likelihood you’ll be listed in search rankings relative to your keywords and field.

More  excellent information can about effective marketing practices can be found at  Hubspot, an online SEO marketing firm out of Boston. They also have a terrific & free utliity called Grader.com. It ranks your site against your competitors in the world of SEO.

Altogether, SEO is not a science but an art. You will, most likely, end up tweaking your keywords and content until you find the correct recipe for success in your chosen field. Combine this with leading edge thinking in the form of fresh content and you’ll be on your way to a site at the top of Google’s list.