Search Optimization helps optimize the website so it ranks better in search engines & drives more traffic & leads. Top search engines are Google, Yahoo, Bing & Ask. It consists of onpage & offpage optimization. Onpage Optimization includes the meta tags, alt tags, Keywords, header tags, robot.txt file, visible text, hyperlinks, correct URL structure, 301 redirection, defining the site maps, google/yahoo webmaster tools, correct navigation structure, optimized images & others. off page includes Submissions, Listings, Web 2.0 & others. Search engines consider many factors while ranking in a search engine & these factors help better rank the websites. Also keywords need to be researched properly before optimizing the pages. Some of the keywords have very high competition & targeting a wrong keyword will make the job difficult.
Web Analytics data is really helpful for search optimization. Analyzing the data will reveal insights into the search pattern. This can be used as a base for optimizing the website. Search optimization is a dynamic field & the users need to be aware of the new developments to achieve the objectives. Search optimization can be combined with the pay Per click campaigns for better results.