Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic, increasing visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results (known as "natural" or "organic" results), and excludes the purchase of paid placement.
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.
SEO involves several mechanisms to improve your business online visibility. It can include Social Media Content, Web Analytics, etc. But the most important aspect when it comes to SEO is Keyword Search & Content Visibility .
What is a keyword?
A keyword is any phrase you want to rank for on search results. Primarily you want to rank on the first page of results in the top 3-5 organic or paid results.
Why research keywords?
If you rank your site with the wrong keywords, you can end up spending lots of time and effort only to discover the keywords you have targeted doesn’t receive any traffic. If you pick highly competitive keywords, you can end up spending lots of time and never rank on Google.
The strongest factor for ranking in search results is overall content relevance. In order to better optimize keyword search, you need to have an understand of how Search Engines work, in particular Google Search Engine.
What comes after setting up proper keywords?
Well now that proper keywords have been setup on your website or Google Ads, the visibility of this content to the user is very important in sending the right message. It is up to you to decide how a link will appear on Google Search Results page, or Social Media Posts, i.e, Preview Image, Headline, Preview Description. This is very vital in customer attraction process. As this eventually decides whether the customer wants to click on that link to see more or not. Below is a screenshot example of how ebrandit appears in search engine results.
How Google Search Works?
With the amount of information available on the web, finding what you need would be nearly impossible without some help sorting through it. Google ranking systems are designed to do just that: sort through hundreds of billions of webpages in our Search index to find the most relevant, useful results in a fraction of a second, and present them in a way that helps you find what you’re looking for.
These ranking systems are made up of not one, but a whole series of algorithms. But it really comes down to 3 factors:
- Content Quality: Beyond matching keywords, Search algorithms also aim to prioritize the most reliable sources available. To do this, systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic.Google looks for sites that many users seem to value for similar queries. For example, if other prominent websites link to the page (what is known as PageRank), that has proven to be a good sign that the information is well trusted. Aggregated feedback from our Search quality evaluation process is used to further refine how our systems discern the quality of information.
- Usability of webpages: When ranking results, Google Search also evaluates whether webpages are easy to use. When they identify persistent user pain points, they develop algorithms to promote more usable pages over less usable ones, all other things being equal.These algorithms analyze signals that indicate whether all their users are able to view the result, like whether the site appears correctly in different browsers; whether it is designed for all device types and sizes, including desktops, tablets, and smartphones; and whether the page loading times work well for users with slow Internet connections.Since website owners can improve the usability of their site, Google works hard to inform site owners in advance of significant, actionable changes to their Search algorithms. For example, in January 2018 they announced that their algorithms would begin to consider the “page speed” of sites, six months before the changes went live. To aid website owners, they provided detailed guidance and tools like PageSpeed Insights and Webpagetest.org so site owners could see what (if anything) they needed to adjust to make their sites more mobile friendly.
- Contexts & Settings: Google uses the user's country and location to deliver content relevant for their area. For instance, if you’re in Chicago and you search “football”, Google will most likely show you results about American football and the Chicago Bears first. Whereas if you search “football” in London, Google will rank results about soccer and the Premier League higher. Search settings are also an important indicator of which results you’re likely to find useful, such as if you set a preferred language or opted in to SafeSearch (a tool that helps filter out explicit results).
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