What is Search Engine Positioning / Search Engine Optimization

Search Engine Positioning and Search Engine Optimization are functionally one and the same, it is the art and science of increasing the likelihood that your web site, rather than your competitors', will show up on the first few pages of results when someone searches for your product or service in major or industry specific search engines for your relevant keywords, which in other words are your unique selling points.

What Makes Search Engine Positioning an Art and a Science?

Search Engine Positioning an Art

Most of the major search engines (google, AltaVista, fastsearch etc) have developed their own unique patented crawling technologies that they use to search the internet to find web pages. These crawlers are infact highly complicated algorithms that can crawl billions of web pages and have their own rules to accept, deny or rank webpages. This is the true backend picture of what happens behind the search engine when you give a query. Each search engine has a list of crawlers of its own each designed to crawl in a different manner and give different results and are changed on a regular basis. One reason why you never get the same search results all the time. These search engine companies always keep their "crawling algorithms" close to their hearts and even those associated with the firms never disclose any detail as to the criteria their search engine crawlers use to rank web pages. It is here in this widely fluctuating and complicated field that Search Engine Positioning assumes its indispensable position as an ART as it is the creative and innovative mind-set of the search engine positioner that enables him to formulate unique methodologies and principles to see to it that his websites get the high search engine ranking it deserves.

Search Engine Positioning a Science

Search Engine Positioning is at the same time an unparalleled science as it involves a lot calculated methodologies. Where the onus is to reduce the factors that drive away search engine crawlers or are in contrast with their indexing rules and increase the factors search engine crawlers find friendly and that helps in having a high search ranking. It is in creating technically sound methodologies to understand the crawler's indexing capabilities to the maximum using hypothetical situations and testing them for results.

The major search properties are extremely proprietary when it comes to their search engine algorithms and the criteria it takes for a site to rank well within their engines. Furthermore, factors included in their ranking "formula" shift on a recurring basis. Consequently, it is impractical to assume that a Web site optimizer can "crack the code" of a search engine algorithm or determine the precise combination of factors to achieve top search engine rankings. Because of this extremely dynamic search engine landscape, SEO is very much an art - as Web site optimizers have their own unique methodologies and techniques to achieve prominent search visibility. There is no single SEO solution for achieving rankings within the major search properties, nor are there any two Web sites exactly alike, thus the selection of technique is an art.


How to do Search Engine Positioning?

Every website has a unique design, features and functionality and each is made with different goals and objectives in mind. Every website has a different site architecture which seriously influences a crawler's decision to rank web sites in addition to these criteria there's also a host of others that are important, this asserts the importance of a professional Search Engine Positioning company because of the complex ever-changing nature of methodologies and techniques that assist in search engine positioning.

Every successful search engine positioning campaign requires full time technologists, research analysts, specialists in marketing, web statisticians, project managers, web architects and an effective copy and content writer a factor many search engine positioners ignore while infact he is one of the main pillars of effective search engine positioning.

How to achieve effective search engine positioning

To achieve an effective search engine positioning for a website you need more than a book, a computer, and some automated software - you need significant experience in research, analysis, implementation, testing and refinement of the process and all this has a very steep learning curve which takes years of practice and experience.

As one of the first Search Engine Positioning Consultancy firm in South Asia, iConceptua has focused exclusively on search engine positioning. Therefore, identification of short-term and long-term trends and changes and understanding their implications has become second nature for our dedicated staff. We recognize that technology alone cannot solve the challenges posed by search engine positioning. Comprehensive search engine positioning requires a complete understanding of a client's marketing goals, the nature and behavior target audience, and the complexity of the site's design and architecture. With iConceptua's proprietary methodologies and technologies you can be assured of a high placement for your website. Our previous results can speak for our quality and you can sure that your website is a "productive asset".