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Do It Yourself Search Engine Optimization

A search engine optimization campaign can easily be divided in three fundamental stages:  

1. Choose the right keywords (keyword optimization)
2. Optimize your pages for your selected keywords (web page optimization), and
3. Get quality inbound links to your pages (off-site factors).

In the next few pages, we will teach you how to follow a systematic approach to complete these three steps, using free tools available on the net. 

PART I: Keyword Optimization

The first step in a search engine optimization campaign is to choose your keywords or keyphrases for each of your web pages.  Keywords are the terms that search engine users type in the search box to conduct a query. The right keywords are those that: 

1. clearly describe the purpose and content of your site, and,
2. allow your site to show up as close to the first results page as possible.

A good position doesn't depend only on your choice of keywords.  It also depends on how well do you position those keywords in your web page, and how many quality external pages link to you.  However, choosing the wrong keywords can throw off your entire search engine optimization strategy, so you need to invest a few hours and make sure you do it right.
Let's start with your homepage.  Look at it carefully and write down the words and phrases that best define your site.  Try to form two or three word phrases, since competition for one-word keyphrases is fierce, and it is virtually impossible to get a top position for them.  That is why, from now on, we will talk about keyphrases, not keywords.  Once you have developed your list of potential keyphrases you are ready for the next step: to analyze the demand and supply for those keyphrases, and choose the best ones (those with good demand and not enough supply).
We will first check the demand for your selected keyphrases. For this, we will go to Overture's Search Term Suggestion Tool:
http://inventory.overture.com/d/searchinventory/suggestion/
Overture is a popular pay-per-click search engine.  You will then type each of the keyphrases you selected, and see how many people search for those terms. This tool will show you only those searches conducted in Overture (and only in one month time).   However, the relative popularity of each search term will be very similar in other search engines as well.  In addition to telling you if your selected keyphrases are popular, this tool will show you other keyphrases that you may not have thought about, which may even be more relevant to your site.
For example, if your first keyphrase was "Italian Restaurant", the Search Term Suggestion Tool will also display other popular search terms, like: "Gourmet Italian Restaurant", "Northern Italian Restaurant", "Italian Restaurant Pizzeria", "Italian Restaurant Miami", etc.  You may also try other keyphrases, for example: "Italian Cuisine", and come up with more specific keyphrases, like: "Fine Italian Cuisine", "Italian Cuisine Miami", "Northern Italian Cuisine", "Italian Cuisine Fine Dining", "Gourmet Italian Cuisine", etc.
What you have done is to validate and enlarge your pool of popular, in-demand, potential keyphrases for your web page. The next step is to check the supply, or, in other words, to see how much competition there is for your selected keywords.  Naturally, you want to focus on keyphrases where competition is less fierce. For example, choosing "Italian Restaurant" alone will certainly hurt you.  There are so many of them that your chances of showing up in an advantageous position within the search results are pretty slim.
Having said that, get your list of keyphrases, go to Google ( http://www.google.com/  ) and type-in each of them in the search box.  Enter your keyphrases within quotation marks (to filter-out less relevant results), and see how many results each individual query produces, making a note of those with a relatively small number of results (less competition). You will stick with the keyphrase that: 

1. Best describes the topic and content of your page
2. Is a popular search term according to Overture's Search Term Suggestion Tool.
3. Generates a relatively small number of results after performing the Google search.

If "Gourmet Italian Restaurant" is the keyphrase that best meets these three criteria, it will become your primary keyphrase. To get even better results, you can choose a second keyphrase to make your page more relevant to an even more specific niche. For example, if your restaurant is in Miami, you can consider "Miami" a second keyphrase.  Once you have chosen the keyphrases for you homepage, do the same for the other pages on your site.
After this, you will take your selected keyphrases and optimize your pages heavily for them.  This involves placing them in strategic locations in the title, headings and body of each page, as we will see in Part II: Web Page Optimization. 

PART II: Web Page Optimization

Once you have chosen your keyphrases, the next stage is to optimize your page for those keyphrases. You do that by positioning your keywords in strategic locations within your page. What follows is a checklist of tips and steps you must follow to optimize your page:
Submit Your Website To Over 3000 Directories

Get listed in Yahoo!:  Submissions to Yahoo! are no longer free for commercial sites (your site can be reviewed in about a week for a fee of $299 although inclusion in the directory is not guaranteed.  However, if you do get accepted, the $299 fee will be due every year if you want your site to continue to be listed). A link from Yahoo’s directory is still one of the best links you can get, and it is worth the money you spend getting listed. For tips on getting listed in Yahoo! go to: http://docs.yahoo.com/info/suggest/  . 

Submit articles:  There are many sites where you can publish articles in your field of expertise. This is a great way to establish yourself as an expert and to drive quality traffic to your site. The key is to include your resource box at the end of your article. A resource box is a small paragraph with a brief description of you and your business, where you include a link to your site. This way, every time somebody picks up your article and publishes it in their website or newsletter, your link will be there for readers and search engines to see and follow. For tips of getting traffic by writing articles you can visit: http://www.theinternetdigest.net/archive/write.html   . 

Exchange links with reputable sites: You must try to find quality sites that are compatible to your site's topic (not direct competitors), and ask the webmaster for a link exchange. This will give you highly targeted traffic and will improve your score with the search engines. For tips on a good link exchange campaign, visit:http://www.theinternetdigest.net/archive/inboundlinks.html