Home

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.

Seo Freelancer

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.

Search Engine Optimization: Part 2 Specific SEO Suggestions

Web Seo

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.

According to the Experts - How SEO is Changing

Search Engine Seo

In 2014, the new Top Level Domains (TLDs) were introduced to much fanfare from the press and tech bloggers. New web address endings were touted as a land rush on the internet and a game changer for marketing strategies. Despite such pronouncements, new TLDs were largely ignored in 2014, leaving some to expect an explosion in activity in 2015. However, before business owners run off to build new sites with fancy new names, it's important to separate fact from fiction regarding TLDs and to ask the question, "Will the new TLDs matter to marketers and consumers in 2015?".

As a brief primer, Top Level Domains are the endings to websites such as .com, .edu, .gov, etc. In the past, these were all handled by the ICANN, but in 2014, the door was opened for entrepreneurs to create their own TLDs that they can control on their own. So now, there are essentially an endless amount of TLDs. Business owners could pay to can have their site end with things like .xyz, .toys, .soy, .wed, and more. Nearly 4 million web sites around the world use one of the newly created TLD.

There have been many different Top Level Domains for website owners to choose from before the introduction of the new TLDs and research has shown that they work in a general sense. People know that the various country TLDs can be used to find information from a certain region of the world. Consumers generally know that .fr is for pages in France and that .ca is for Canada. However, it's not perfect, a study from Moz suggests that nearly 25 percent of Americans can be tricked into thinking that .ca is for California; so they knew that the TLD was for a region, but guessed the wrong region.

Similarly, people know that a .tv site will be about a television show, .edu is for schools, that .org pages tend to be for non-profits. The .edu and .org are the two TLDs that carry the most meaning for consumers. Searchers know that .edu resources will be more reliable since they are from schools and not from businesses. And people associate .org with organizations, groups or non profits with goals other than profit. Many people don't realize that .com itself is short for "commercial" which was chosen in the early days of the internet to identify the sites that weren't the traditional school or government based web pages that first populated the nascent world wide web.

The challenge for these new TLDs is that though people can use them to quickly understand the purpose of a site, consumers don't inherently trust sites with unusual TLDs more than ones with more traditional endings. In fact, having a vanity TLD immediately indicates that this a new site which puts the site at a disadvantage when compared to sites that have been serving customers from a .com web address for years. This is why older alternative TLDs like .biz or .info never really took off.

When NPR followed up with some of the creators of the new TLDs at the end of 2014, they found that adoption has been incredibly slow. The TLD that is doing the best so far is .xyz and even that is based on a large buy from a third party that gave a free year of .xyz registration to their clients or from people who bought .xyz domains to squat on them. A better indicator will come at the end of 2015 when we see how many people who squatted or received their new TLD domain for free decide its worth it to continue paying for it.

The international study from Moz asked users if, based solely on the domain name, they were more likely to trust an insurance quote from a website ending in .insurance. 62 percent of Americans, 53 percent of Australians, and 67 percent of marketers said they were unlikely to trust the quote based on the domain alone.

And despite what people who are trying to sell TLDs may say, when it comes to TLDs and SEO, TLDs offer no intrinsic value to improve SEO. The algorithms for search engines don't include these new TLDs as a ranking factor. These domains will show up in a generic search for a keyword and people can search by TLD extension if they want to. If TLDs become more popular, they may become ranking factors in the future (though Google says they doubt it), but for now, they are treated no differently.

Google's John Mueller recently reposted comments the company made earlier in 2014 to reiterate their position on TLD and search.

"It feels like it's time to reshare this again. There still is no inherent ranking advantage to using the new TLDs," Mueller wrote on Google+ before sharing a postfrom Matt Cutts on the subject. "They can perform well in search, just like any other TLD can perform well in search. They give you an opportunity to pick a name that better matches your web-presence. If you see posts claiming that early data suggests they're doing well, keep in mind that this is not due to any artificial advantage in search: you can make a fantastic website that performs well in search on any TLD."

The sheer amount of TLDs available also undermines one of the reasons some thought they would be so popular. When there so many TLDs to choose from, it's not as effective for squatters to try and wrap of domains with the intent of selling them later. It's not the same as in the early days of the internet. Back then, if someone had the .com you wanted, there was nothing you can do but pay them or get a different name. Now, marketers can just move to a different TLD. The introduction of these new TLDs have created so much internet real estate, it's impractical for one person to try to lock up domains they don't intend to use.

There are a lot of good reasons why business owners may want to create a site using one of the new TLDs, but it's important to be clear about what the benefits are and what is just hype. It's undeniable that business can get domain names using the new TLDs that are unavailable for older extensions. Some states are introducing TLDs for businesses in their state. So BillsGarage.com may be taken, but BillsGarage.NYC may be up for grabs.

However, other than the benefit of giving marketers more options when deciding on domain names, TLDs don't offer any intrinsic benefit to business. As the research from Moz and comments from experts at Google have shown, TLDs have no advantage over .com when it comes to customer trust and SEO visibility.

Given the challenges facing TLD adoption, it's unlikely that TLDs will make a huge marketing impact in 2015 unless there is some sort of game changing development. If you want to use one of the new TLDs to build a site with an easy-to-remember name, you won't be disappointed, but don't expect new domain endings to perform some kind of marketing magic in the coming year.