You might think of a search engine as a website you can use to type a question or a phrase and when you click “Search” the answers appear in the form of a list. That is exactly what happens when you use a search engine such as Google, Yahoo!, or Bing. But everyone wonders what is behind the simplicity of a search engine and how do they give you the information you are looking for in a few seconds. The way it works is a search engine gathers information about all the content it finds on the Internet. It tries to match the information it can find on the Internet with your query and brings up the results.
What is Search Engine Optimization (SEO)?
Search Engine Optimization has been around for some time but understanding the concept and essence of what it really is and how to work it is more complex. In essence, SEO maximizes the number of visitors on your site and helps the site appear higher in search engine rankings. The goal is to increase the quantity and quality of traffic to your website through organic search engine results. Organic results appear in the middle of the search results page and unlike PPC (Pay Per Click) these are not paid nor rented, like ads. These rankings are earned through search engine optimization
There are different ways to achieve this but it all starts by building an SEO Plan. Like everything else, a plan is needed in order to track the performance. An SEO plan will help you develop, prioritize and adjust the plan itself and give you the opportunity to discover what gaps need to be fixed.
Search Lets you Get Discovered
Now that we understand the essence of SEO, it’s time to get your business discovered! If your site is considered to have the best information it will stand out. SEO is successful when your content is unique, engaging and relevant. In order to achieve this, you should know how search engines work. Also, make sure you keep an eye on changes and monitor how they affect your website. It is important to find inspiration in other websites as well. It will help you get new ideas and stay relevant. Finally, talk to your customers. They have the best insights on what content your site is missing, what they are looking for etc.
Setting up SEO Goals
There are some general guidelines to apply when trying to make your website successful through SEO; first of all figure out what your customers are searching for. Try to think of the phrases they could use and how they would type in the words on a search engine. Also, figure out the most popular way people search for your business. The second recommendation is to optimize your web pages for your target keywords. And the last recommendation is to make sure your website is accessible to both search engines and humans.
As your website is being modified, having SEO goals is important to achieve the best ranking. These goals can change overtime and could be repeated as a cycle because the SEO process is ongoing. We recommend to measure, track and report on the results. Use analytics to track the progress and based on it you can adjust the SEO strategy.
Search engine algorithms are changing constantly. No one can guarantee you that what’s important today will be important in the next few months. For that reason it is important to update your website constantly and use the right tools to measure the effectiveness of your content.
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