In this highly competitive world, where, the one who grabs each and every opportunity is the winner and the one who loses even one is a looser, people need to plan out every single thing. One way of marketing is via advertisement. The other very important one is: being the first to provide information regarding the products and the rest of the details. If while searching for a product that is formed by a company, say X, the results first show the product details of some other company then it would certainly mean a very big failure for company X. Thus, attaining the top position in every place is the secret to a company’s success. Attaining the top place in the search result is done by a process known as Search Engine Optimization.

In today’s world, company’s reputation is all that matters to everyone; be it to the customers or to other companies. While choosing the SEO, companies need to be extremely careful. One wrong decision can turn things up-side down. The things that need to be inquired are, whether legal measures are taken for the optimization process or some unfair means used. The company should have the complete history of the site. All the success stories should be verified and it should be seen that no wrong commitments are made on behalf of the company.

Whatever is the factor taken into account in the algorithmic calculation by the search engine should be guessed and improved. This is one fair means of attaining the top rank. This is one approach that can be taken by the SEO rather than any illegal measure. Illegal measures may even result in the exit of the company from the list forever. Such consequences can be unknowingly attained by the company due to the fault of the SEO. Thus SEO should be very perfectly chosen.

SEO is meant for increasing the sales of a company and consequently its market status. Thus, it is a very necessary as well as profit-gaining method for the welfare of the company. If suffered by a wrong SEO, everything will reach to its bottom line, making conditions worse for the company rather than improving it. Thus, don’t back the wrong horse at any cost.

Indexing:

Google and Yahoo, the leader search engines use crawlers to find content and pages for their respective search results. If the pages are linked with another search engine they did not need to submit as they are searchable easily and automatically. Set fee or cost per click is the paid submission service used by the Yahoo for crawling the web pages. They do not provide guarantee of the page ranking within the search results but provides guarantee of inclusion in the database. Yahoo Directory and Open Directory Project are the two major directories; they require human editing review and manual submission of web sites pages. In case of Google it uses Google webmaster tools. Xml sitemap feed is necessary to ensure that all the website pages are found and submitted free for Google webmasters tools. Some pages which are not found easily are recovered by this. There are different factor which are considered during the crawling of a websites by search engine crawlers. Positions of pages from the root directory of a website are also a good factor for crawling of pages. Search engine does not crawl every page of the websites.

Preventing crawling:

Webmasters can give instruction to spiders, not to crawl an undesirable page or content in search indexes. This is done by robots.txt file in the root directory of the domain. A page can be excluded from the search engine database by supplying the Meta tag to robots. Robot.txt file gives instruction to search engine that which file is first crawled and which file are not be crawled. Login specific pages e.g. shopping carts and user-information content are the general pages which are prevented for being crawled by search engine. In 2007 Google gives notice to webmasters not to index the internal search results as these pages contains search spam

Increasing dominance of pages:

There are varieties of other method used to get a webpage shown up in different search engine results. They are:

Canonical Meta tag is used for URL normalization of web pages via multiple Urls. Keyword stuffing is the process of adding relevant keyword to a web pages Meta tags. There are cross linking and link farming is the other ways to increase page rank for the websites.