If you want to know how to SEO a Web site, you'll have to plan on doing some fairly in-depth research but we'll summarize the SEO process here.
So, how exactly does SEO work? SEO is a process and it's a process that should begin before your Web site is even started. However, you probably already have a Web site and it's never too late to optimise it. In fact, I suspect most sites don't get optimised until after they're launched so you're not alone.
Following is a high-level outline of the steps you need to complete to SEO your site for better search results.
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Research your competitors' Web sites to see what keywords they're targeting.
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Research the keywords to identify those that you think have the highest value.
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Decide what keywords you want each of your Web pages to target.
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Benchmark the performance of your site and your competitors' sites in all relevant targeted keyword searches.
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Make sure the meta information for each page is done correctly.
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Evaluate the text of each of your Web pages to see how effectively they respond to the target keywords.
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Make sure that you have a page that targets each set of keywords or key phrases.
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Make sure that the targeted keywords are used effectively in headings and that the headings are tagged correctly in the HTML.
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Rewrite the content of each of your Web pages to target the keywords.
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Check the architecture of your site to make sure that the CSS and HTML are designed properly to present the information in the correct order.
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Set up your site with proper tracking tools like Google analytics and Google Webmaster tools.
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Register your site with various search engines.
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Get other sites linking back to your site.
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Track the performance of your site in user visits and visitors who take the desired action like contacting your company or buying a product.
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Evaluate the performance of your keyword optimizations and take corrective action as required. This is an on-going process that should take place at regular intervals - at least monthly or weekly.
If you think you would like to SEO your own Web site, you should read Can I do SEO Myself?