An Introduction to Search Engine Optimization

Search engine optimization is all about impacting how visible your website is in a search engine organic results. You’ll be making changes to your site’s technical setup as well as the content on the page in an effort to improve rank. To better understand optimization, let’s start by looking at how search engines work a company like Google will have a bot, basically a software program that crawls the web. It does this by following links, then links from your site to other pages on your site and even links from one site to another. The crawler arrives at a page, reads the code, and stores the information. That stored information is called the index, and your initial goal is to get indexed by Google. If you’re indexed, you will be ranked. You might not rank well, but you have the potential for ranking.

 

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When we talk about rank, we are referring to which position you appear in for a particular search query. Therefore, when you enter a search term, Google will do its best to provide the most important and relevant answers and then rank them from best to worst, the better Google is at their job, the more likely you are to use them, and the more money they make. So it’s in Google’s best interest to deliver the best content, and because Google drives a mind-boggling amount of traffic each day, it’s in your best interest to rank well for relevant terms. Rank is determined by importance and relevance. A complex algorithm turns through hundreds of variables to decide where your page lands. Many of those variables are what you’re aiming to optimize. These variables might include the topics you’re writing about, who is linking to your page, how your website is programmed, and even if your mobile-friendly. Google even evaluates the quality of the pages that are linking to you. If they’re on brand, relevant, and popular, it’s going to assume you’re more credible than if off-topic and unpopular pages are linking to your content. Variables that you can’t control might include where a user is searching from, trending topics, and any current events that could skew results.

If Search Engine Optimization is done well, it can provide an impressive ROI. Otherwise, it will negatively impact your organic search efforts. In this month’s articles, we will dig into the fundamentals of good SEO, and what are the things you can do to improve your ranking.



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