the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
“the key to getting more traffic lies in integrating content with search engine optimization and social media marketing”
Search engine optimization is an essential marketing activity to make a website or business visible on the web. But it also provides several other benefits to companies.
- Builds trust and credibility
Sites that rank high on SERPs are considered to be of the highest quality and most trustworthy. Results shown on the first page are the most relevant, resulting in more credibility for the business or website. Having the right content on the site and a good user experience will help the website rank higher.
- Provides a competative advantage
When good SEO is deployed consistently, those that do it more and better will outrank the competition. Many businesses feel they cannot afford to not be on the first page of a search result. But if a team works toward that goal and shows ahead of the competition, they will have a competitive edge.
- Reaches more people / Traffic
SEO helps attract any user with intent at any time, regardless of phase of the customer journey that user is in. It relies on keywords and phrases to attract audiences to specific products and services. Businesses can create a list of keywords for which they would like to rank, then build content around those keywords.
- Supports content marketing
By having a list of keywords to rank for and building content around those keywords, users are more likely to find the information they seek. Content and SEO work in harmony with each other. A site will rank better by creating useful, high-quality content that is optimized for those keywords. Ensuring the keywords are present in headings, meta descriptions and the body of the content will improve rankings for those terms.
- Ranks better
The use of local searches are becoming more common, with users looking for products or services “near me.” To improve listings in these searches, a company can create a Google My Business account and optimize the listing for local searches. Along with that and the localized content on the website, a user will be more likely to see local search results in their queries.
How does search engine actually works
Search engines are used by people when they have a query and are searching on the internet for the answer. Search engine algorithms are computer programmes that look for clues to give searchers the exact results they are looking for. Search engines rely on algorithms to find web pages and decide which ones to rank for any given keyword. There are three steps to how search engines work: crawling, which is the discovery stage; indexing, which is the filing stage; and ranking, which is the retrieval stage.
The first step is crawling. Search engines send out web crawlers to find new pages and record information about them. We sometimes call these web crawlers ‘spiders’ or ‘robots’. Their purpose is to discover new web pages that exist, and also to periodically check the content on pages they’ve previously visited to see whether they’ve changed or been updated.
The second step is indexing. Indexing is when a search engine decides whether or not it is going to use the content that it has crawled. If a crawled web page is deemed worthy by a search engine, it will be added to its index. This index is used at the final ranking stage. When a web page or piece of content is indexed, it is filed and stored in a database where it can later be retrieved. Most web pages that offer unique and valuable content are placed into the index. A web page might not be placed in the index if:
- Its content is considered duplicate
- Its content is considered low value or spammy
- It couldn’t be crawled
- The page or domain lacked inbound links
The third step is really the most important step, and that is ranking. Ranking can only happen after the crawling and indexing steps are complete. So once a search engine has crawled and indexed your site, your site can be ranked.
There are more than 200 ranking signals that search engines use to sort and rank content, and they all fit under the three pillars of SEO: technical optimization, on-page optimization, and off-page optimization. Some examples of signals that search engines use to rank web pages are:
- Keyword presence in title tag – Whether the keyword or a synonym was mentioned on the page and within the title tag
- Loading speed of web page – Whether the web page loads quickly and is mobile-friendly
- Website reputation – Whether the web page and website is considered reputable for the topic being searched for
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