Most people in the marketing industry have at least heard the term search engine optimization, but the majority of individuals that are outside of the marketing or writing industry have no idea what this is, or how important it is for business. By not knowing, they do not realize that they are missing out on thousands of new visitors to their page, or to their business. These basics will help anyone understand search engine optimization a little bit better, regardless of how little knowledge they already have.
When a person searches for a specific term, a wide range of things will pop up on their results page. Products will pop up under the shopping tab on Google, images will pop up that are relevant, and websites that pertain to the topic will be listed on pages.
Most users will briefly scan their results. If they are searching for a product, they will click on the shopping tab, and if they are searching for images they will click on the images tab. Those that are surfing the web for an actual web page will begin to skim the first page of results, and that is where search engine optimization comes in.
The average internet user will click on a website that is listed within the first three pages, and most will click on one that appears on the first page of results. The first page is where every single business and web page wants to be.
Obviously, that is not possible as there is a limited number of space available on the first page. This is where search engine optimization comes in. This is a process that involves a significant amount of knowledge that is geared to get the website or store to rank as high as possible when the results pop up.
Search engine optimization often involves more than just one thing. For example, specific tools are used to determine patterns, such as how often a particular word is searched for. This particular word is then called a keyword, and content is re-written to contain this keyword to help guarantee that when users look up a particular term, the website will pop up in the results.
Without this keyword, it may be difficult for algorithms to determine exactly what a web site is about, resulting in them ranking it lower and it showing up on page nine of the results instead of page two.
Instead of using one single keyword throughout a web page or in blog posts, multiple keywords are used throughout the page to help increase the chances of a web site ranking higher. While it may rank on the fourth page for one set of results, entering a different term may result in that same web site being ranked on the second page.
Keywords are used in every place imaginable, from the descriptions of images to meta descriptions to blog posts and in social media, but this is not the only method of search engine optimization that experts use.
Other key elements of SEO include: back linking to pages and to the page itself (some companies pay other websites to link back to their page), including unique content (pages will rank lower for duplicate content), older pages usually rank higher, but they must also have fresh content. User engagement is also considered.
They also help to make web sites more user friendly and increase loading speed, encouraging visitors to stay longer. Studies have revealed that most individuals expect for a web page to load within two seconds. This is not a part of getting a page to rank higher in the results, but is often done in the same set of services to help transform web page visitors into returning customers.
While there are still many things to take into consideration, these are some of the basics that the leading companies stick to with almost every single client.