Search engine optimization isn't a new concept, but it is a discipline that evolves almost daily to keep search engine results relevant and targeted to the search in question.  In this vein, it is one of the most important marketing tools open to any business, yet it is one which few small to medium sized businesses are willing to splash out on to see results.  In this article, we will look at some of the key SEO considerations for any site, and to show exactly how profitable effective optimization can be, no matter what size of business you run.

SEO can be split into two distinct classifications, both of equal importance: onsite optimization and offsite optimization.  Both areas demand distinct consideration and knowledge to work effectively, and they should compliment one and other in providing you with an increased PageRank score and greater return through search engines.  Whereas offsite optimization can be carried out with very little technical knowledge, the onsite element is usually something that requires at least some coding skills to complete.  Indeed, the ability to design and modify your website easily is critical to enforcing effective onsite SEO, regardless of the actual content of your site.

Onsite optimization should always be the first step to any SEO campaign.  This will make your offsite optimization efforts worthwhile, and will augment their effectiveness once implemented, thus they are crucial in promoting high search engine rankings.  Firstly, you should make sure your site is well optimized.  A sitemap is a good idea, as it allows the search engine to establish where everything in your site is, and how to access it.  Also, make sure you link every page with another few to pass PageRank between your pages.  This works by circulating PageRank around your website, which will ultimately boost rankings in the search engines.  Additionally, make sure your website is genuinely informative as regards your topic to improve its amenability to search engines.

Offsite optimization strategy should comprise of mainly link building.  Reciprocal linking is useless, as search engines have become wary of this technique.  Now you should only be looking to build one way links, which can be purchased, or achieved through article marketing.  Article marketing is the submission of articles to directories which have links throughout the text to your website.  These will all be unique incoming links to your site, which will ultimately improve your search engine rankings.