Search engine optimization basics

The term “search engine optimization” was invented through a gradual process by industry pioneers that initially coined the phrases “search engine design” and “search engine positioning” (Sullivan 2004).

It refers to the promotion of a webpage to the higher ranks (typically first page) of any search engine results returned by a search engine to a web user that types in a particular keyword or key phrase.

Google search engine optimization

Optimizing a website for the Google search engine results pages (i.e. Google SERPS) is usually a priority given Google’s dominant worldwide market share as a search engine (McGee 2013).

Google has produced numerous guidelines on SEO for webmasters. The Search Engine Starter Guide is the main guide that has been produced. Other guides including the following were developed to as further explanations and clarifications (Google 2013):

In addition to these general guidelines, other guides list Google’s policies and provisions for indexing and ranking in their search results.

In general, Google representative statements and industry opinions expounded as responses to requests for help by webmasters and website owners in the Google Products Forum have indicated that compliance with the guidelines should allow a website to rank high in the Google SERPS.

Search Engine Optimization Starter Guide

In summary, the Search Engine Optimization Starter Guide provides the following guidelines: