Search Engine Optimization is Also Known As SEO
WE will discuss how search engines work and why search engine optimization is important.
In the second section, we’ll discuss basic techniques and important factors in SEO and search rankings.
And, in the final section of this guide we’ll discuss how to maintain and continually improve SEO long term.
What is SEO?
Search Engine Optimization (SEO) is optimizing your content to drive search engine traffic to your work.
It involves gaining a thorough understanding of how search engines work and then reflecting that knowledge in your writing and webpage design to maximize traffic to and user experience on your page.
SEO is important because search engines like Google, YAHOO!, and Bing drive the majority of web traffic. Shares on social media can cause short term spikes in stats, but real, long term success comes from maximizing search engines ability to drive traffic to your page.
Not only will good SEO improve search rankings and increase traffic for the author, but it helps people interested in your topic find your page and improves the viewer’s experience as well.
SEO involves strategically using appropriate keywords, building links to your work and making your pages search engine friendly. Although it is important to understand what SEO is, it is also important to understand what SEO isn’t. While SEO can make a big difference in stats, it cannot fix bad writing or poor content. SEO can make good writing into a great, high performing webpage, but it cannot turn poor content into good writing.
How Search Engines Work
Search Engines use “spiders” or “crawlers” to build an index of the webpages available, the words on each page, and where on the page those words were located.These program robots begin on popular webpages and add important words found on the page to the search engine’s index. From there, they follow every link on the page and index the corresponding pages before using the links on those pages to go to the next set of pages, and so on and so forth. This process is known as crawling.
Once this information is gathered by the spiders, it is encoded and stored for indexing. In order to even out the difference between the time needed to search a term beginning with a popular letter like ‘t’ and a search term beginning with a less popular letter like ‘q,’ a numerical value is applied to each word. This process is known as hashing. Not only does hashing even out problems related to letter frequency, but it condenses the index. Only the numerical value and a link to the actual information is stored in the index. This increases index and search speed, especially with more complicated searches that involve multiple words.
When a user performs a search, he or she types a query into the search box. Boolean operators can be used to define specific relationships between the terms in a query. Some of the most common operators are:
- AND-requires that both terms are on the page
- OR-requires that one term or the other is on the page
- NOT-excludes pages that include the following term
- NEAR-requires that two terms be near each other on the page
- “quotation marks”-requires the query be treated as a phrase, instead of each significant word in the query being considered an individual keyword
- FOLLOWED BY-requires that one term be followed by another
These searches are defined as literal searches. Research is currently underway on concept based searching which uses statistics statistical analysis of webpages containing your query to recommend pages you might be interested in, as well as natural language searching which allows users to type a question into the search box using the simple language they would use to ask a friend their question instead of using Boolean operators.
There’s More than One Search Engine
Each search engine uses different rules for determining which words are indexed and which words aren’t. Some search engines index every word on the page. Others focus on the most common words, the words in titles and subtitles, meta tags and the first few lines of text.
If you’ve ever tried searching the same phrase on different search engines, you probably noticed that you got different results. This is because each engine uses different algorithms to weight and index keywords and determine search result rankings. Search engine ranking algorithms use website popularity, meta tags, number of back links (links to the page), keyword frequency and location and a wide variety of other factors to rank webpages and how well they correlate to viewer searches.
In addition to relevance, website popularity is taken into account in determining search rankings. As more interested users are directed to your page by your SEO techniques, not only will the techniques increase your relevancy scores, but the popularity component of the ranking algorithms will increase as well.
(For more concrete information on specific ranking factors and their relative weight please see this website.)
Your Audience is Important in SEO
Now that you know how search engines function, we need to consider how users interact with search engines. To conduct a search, the user types a few keywords into the search box and clicks enter, browses the results and selects a page to visit. If the user is unsatisfied, he or she will return to the search and select another result or modify their query for a new result list.
People perform searches because they a) want to go somewhere specific on the web b) want to do something specific or c) learn a piece of information. In order to create a high performing webpage, you need to think like your user.
Ask yourself how many of your audience’s needs can be met on your page. Add additional, relevant content that meets these needs to attract more viewers and happier views. Then ask yourself if your audience can find your page. What queries might your target audience put into the search engine? Are those keywords found in your titles, subtitles, alt text, summary and first few sentences?
Remember, building content for your users will lead to better results than trying to build pages for search engines.
17 Essential SEO Strategies for E-Commerce Sites
It's a major facet of every marketing plan, and every brand leader wishes they had a crystal ball to tell them its fate. Every consumer, client and professional uses it to educate themselves on their options, discover their peers' findings, and consider alternatives. I'm talking about, of course, online search.
Whether you rely solely on Google, or if you tend to stray to alternatives like Bing or even DuckDuckGo, the future of search engines plays a huge part in not only your daily life, but the success of your brand. Because the technology is constantly evolving, any book you read is already outdated; in order to stay on the cutting edge of search engine progress, ensure you continuously update your knowledge by reading articles (such as this one), staying up to date on new algorithms, analyzing your competitors' successes and failures, and consult expert opinions and insights.
One such expert is Baruch Labunski, CEO and Founder of Rank Secure, a leading expert in search engine optimization for businesses. Labunski gave us the insight scoop on what search engine habits and trends he expects to become normal in 2017. Consider this guide required reading for any brand that's interested in keeping - or improving - their search engine ranking in the next twelve months:
Mobile Friendly Or Bust
As of November, Google has started making mobile a priority - with the goal of their new mobile indexing algorithm the primary algorithm by 2018. Given that mobile searches now account for well over half of all search queries, this was a long time coming.
The reality is that the era of mobile-friendly websites being a perk or extra is over. Smartphones have now reached saturation in many major markets, including the US, Canada, Japan, Western Europe and China. If you're trying to sell to markets in these major economies, mobile is no longer optional.
The Rise Of Digital Assistants Make Her A Little Closer To Reality
SEO professionals are currently staring down the barrel of a very long gun - and that gun is held by Alexa, Siri, Cortana and Google's as-yet-unnamed assistant persona.
The challenge with the growing popularity of digital assistants is that, as more consumers submit their queries with voice controls, it becomes increasingly important to not just be on the front page, or the top five results, but the first result. Voice searches return only the top result - which means if you aren't it, it doesn't matter if you're the second result or on the second page, the consumer won't hear about you.
Hey Neighbor - Have You Conquered Local Search?
As Google reduces the clutter on their results page - and alternatives like Bing and DuckDuckGo follow suit, inevitably - the emphasis on local search will become all the more cut throat. By combining the highly specific locational data that's available from consumers searching on mobile, alongside Google's already in-progress goal of customizing results by location for all users, positioning your brand to those who are physically near you will become crucial in 2017.
Google is continuously improving their customer experience, and their technology has them approaching the thought patterns of actual users, however, this means that our jobs as brand managers and promoters will continue to become more complicated as time passes. The days of search engine algorithms filtering by obvious data points, or being easily manipulated are over. The new fact of search engine optimization is appealing to your immediate markets - those around you and those who are searching directly for your product.
The best way to master local search? Make sure you claim your location on as many review sites - and of course Google Places - as quickly as possible. List your locations on your main website. If you have multiple locations, give them each their own website (which should still be linked to the general brand site) with their address listed. Make it as obvious as possible where you are.
2017 will be the most challenging year yet for online marketers, as technology continues to advance at a breakneck pace. However, if you continue to stay current on updates, research your competitors and test your strategies, you'll make it through. Remember, the core goal of search engines is to find what the user is looking for; make sure that those who are looking for your product can find you, and can easily understand why you're the right option, and your brand will be just fine.
SEO Marketing 6 Things to Understand
In the world of online marketing, misinformation abounds--and it gets compounded exponentially by an incredibly dynamic and rapidly evolving world. Most of the things you think you know (but don't) about search-engine optimization, or SEO, may have been true a few years ago but have changed; one of the following was always a myth.
Here are some of the myths you need to move beyond to get smarter about SEO.
Myth 1: Metatag Descriptions Help Your Rankings
Not anymore; in fact, metatags are no longer even indexed by Google and Bing. But don't ignore them altogether: Your metatags form the text that is displayed along with your link in the search results--and a more compelling description will compel more users to click on your listing instead of on others.
Here's example of ours; the metatag is everything below the URL.
Myth 2: The More Inbound Links, the Better
False. In all the recent updates to Google's algorithm, the search giant has made it a core priority to have quality trump quantity. Gone are the days of having thousands of superlow-quality links driving up rankings; in fact, creating those links can look spammy and get your site penalized.
Focus on obtaining links from sites that are relevant to your products, services, or industry--and on having those links be surrounded by relevant text. A blog review about your "blue widget" that links to your site is far more valuable than a rogue link for "blue widget" stuck in the footer or sidebar of some site--even a highly ranked one.
Myth 3: PageRank Still Matters
Google's infamous PageRank (named after Google co-founder and now-CEO Larry Page, mind you) is a 1-to-10 ranking of the overall authority of every website; the bigger the number, the higher the rank. In years past, this seemingly all-powerful number dominated the attention of SEO experts.
But today, Google's algorithm has evolved well beyond any single indicator. The PageRank still exists, and if all things are equal, a higher PageRank trumps a lower one--but factors such as relevance and context matter, too.
As with inbound links: If you run a dental practice in Los Angeles, it's better to have a link from a site that reviews doctors and dentists in L.A., even if it has a PageRank of 4, than to have a paid link with no context in a huge site with a higher PageRank of 7.
Myth 4: Google Prefers Keyword-Rich Domains
In years past, Google seemed to put a disproportionate amount of emphasis on keywords in the domain name (what you may think of as the URL). For example, vinylhousesiding.com would almost certainly be ranked first in a search for vinyl house siding.
Not anymore, says Google. If vinylhousesiding.com is in fact the more relevant, authoritative site on the topic, it will probably still rank first--but not because of its domain name alone.
Myth 5: Websites Must Be 'Submitted' to Search Engines
In 2001, yes, this was the case--indeed, this was the first service that my company, Wpromote, ever provided. But in 2012? Not at all. At this point, if there is any connection from any site to yours, your site will be quickly discovered by Google.
Note that being indexed is a far cry from achieving high rankings--but that initial step of submission is no longer needed or helpful.
Myth 6: Good SEO Is Basically About Trickery
False, false, false. Although there are still some SEO experts out there who go about their business trying to "trick Google," this is absolutely not the way to provide good, lasting SEO.
Good SEO is about creating a relevant, informative website, with unique content and great user experience, and encouraging the sharing and distribution of great content to drive organic publicity and links back to your site.
In the end, this is exactly what Google explicitly wants to reward with high rankings--so it is anything but "tricking" the search engines.
I'm planning to dive into other online marketing topics in the future, to find the biggest myths--so if you've got suggestions, please weigh in below.