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What Is SEO AKA Search Engine Optimization?
It’s common to see people divulging secrets to Search Engine Optimization (SEO). Many people claim that they have a ‘secret formula’, or a ‘proven method’ of internet marketing that will get you instant success. However, to fully understand how many of these claims are dubious, it is good to understand what SEO actually is.
The ultimate goal of Search Engine Optimization is for a website to appear at the top of search engine results (for example, Google.com) when someone searches for a keyword phrase related to that website or business. For example, SEO is good if you own a small flower shop in Austin, Texas, and you want your website to be found by people searching for ‘Flower Shop in Austin Texas’.
However, search engine companies use sophisticated algorithms to determine which websites are most relevant for key phrases (such as ‘Flower Shop in Austin Texas’). These results cannot be bought or ‘influenced’ by any amount of money. It is the ultimate goal of Google to provide users with the best possible search results, and therefore, they use their methods, unknown to the public, to rank websites in the way they see fit. While it is not possible to buy high rankings, it is possible to influence how Google sees your website, and therefore rankings.
Google uses a variety of factors to determine what a website is about and how trustworthy the information is. These are the two main factors that determine how Google ranks your website:
What is the website about?
A website can be designed to be clear about what it is about. Just like a textbook, a website can be designed so that the cover, title, chapter headings, and images all reflect the purpose of the information in the book. By making technical and content adjustments to the website designed for the image you want to display, back and front, the next time Google visits your site it will re-evaluate the purpose of the website. For example, if you were to change the name of your flower shop website, from “Rose Bouquet in Austin Texas” to “Rose Bouquet Flower Shop – Austin Texas”, Google would have a better index that your site is about flower shops. . The same goes for any content written on the site. Blogs, company descriptions, and featured services pages all give Google a better idea of what to expect.
How reliable is it?
This is the most challenging, difficult and time-consuming part of a good SEO campaign. Google uses complex statistics to determine whether information provided on one website is more relevant than information provided on another website. Factors include the age of your domain name, the quality of your web development code, and how many other, relevant websites are linking to you.
Search engine rankings act as a popularity contest. The more websites that recommend you by adding a link, or button, from their website to yours, the more ‘liked’ you are by search engines. Each link counts as a ‘vote of confidence’. For example, if you had a medical website with a link from WebMD.com, that is considered a strong vote of confidence because WedMD is a trusted organization. It is safe to say that the websites with the most votes, will generally be considered trustworthy and ranked accordingly.
Most SEO campaigns involve developing links with other relevant websites, and having them ‘link’ to your website. After some time, these links are recognized by Google, and your rankings will improve.
In general, the two most important parts of an SEO campaign are content and links. If you have excellent, relevant content and are ‘popular’ with links, then your SEO campaign is in good shape.
As you can see, SEO takes a lot of work. It is not possible for a company to provide overnight success with SEO. The time required to create good content, develop relationships and grow your links is long, and can take several months. Finally, patience pays off, as a well-optimized website can get highly targeted, free traffic from search engines.
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