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Search Engine Optimization (SEO) is an ultimate demand for any small concern aiming to earn profit with a website. If any business house does not have the promotion allowances like any big corporate house, then the only way to promote your web site to the customers is through a search engine. Let us check the methodology that are used in SEO; firstly the SEO makes it sure that a site is "readable" accurately by the "spiders". Spiders are programmes used by search engines to visit web sites and collect the data for the search engine to index. Spiders are also referred to as "robots" or "bots". An improperly indexed site is obscured in the search engine result. SEO provides some 'on page' techniques like presenting the salient 'keywords' in the right places on each page. Another technique is to analyze the keyword that helps the optimizer to pick up the most generic search phrases for any business area. Furthermore to these 'on page' techniques, another prime SEO operation is to link building, as there are some Search Engines' result criteria is based on the number of links from other sites to its customer's site. So it is very important for a SEO to provide high-ranking link building services, as sites often are punished for using the artificial linking approach detected by the Search Engines. There are many websites that contain some conflicting design components, which are not permissible by the search engine spiders, and also having some deficiency in text composition for the visiting search engine robots. These shortcomings often hinder the search engine spiders to indexing and also force the customer to get into the top 20 results for any consistent keyword input in a search engine. These lead to the business houses being unreachable by their target audience. As the search engines conceal the searching algorithms, the SEO is a continuous procedure of analysis, observation and switching techniques. It is necessary to make a co-ordination between spider robots and the site building methodology to reach their criteria so that the customers can achieve a top 20 ranking for a long time. The Search Engines make it confidential regarding what are the criteria they consider to list the result. It is totally their business policy to dodge other competitors and also prevent the 'spammers' from unauthenticated knock. The most evil users in the world of web are the adult-sites. There are sites having abusive contents perform soberly; but there are some sites that make everyone's business difficult. Sometimes it is so acute that the search engine and the users are staying in different poles. It may lead to the de-listing of any user site from the search engine result. These are the reasons behind the secrecy maintained by the Search Engine technology. The total SEO operation sometimes become very risky due to some blunders that guarantee a very low ranking in the search engine's result for any client site. Some of the errors are the following: 1. Omission of title on any page. 2. Usage of image or animation excessively on a page. 3. Confusing and complex menu system. 1. Omission of title on any page: It is highly recommended that all the pages in a site must have an illustrative, keyword relevant title which ensures the site to be in the top 20 search results. 2. Usage of image or animation massively on a page. The Search engine spiders do not visit web pages containing high-end graphics and animation movies. As Search Engines can't cognize the images or flash movies, so the textual contents should have the importance over the graphics and images. A page should be in the equilibrium of textual and graphical contents. 3. Confusing and complex menu system. Search Engine 'spiders' get it difficult to go through the congested menu system. These types of menu systems are generally designed by the JavaScript or as a Java applet. Sometimes it is so complicated that the "spiders "can't make it out. It is recommended to design menu systems in simple textual format and also use the sitemap to find the pages on the site even if the "spiders" fail to navigate the menu system.
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