Google’s search algorithm determines where a website ranks on the SERPs. Searchers type a keyword into the search box and Google’s bots read the contents of websites and index them. These pages are then analyzed using hundreds of ranking factors to determine which one should appear first. For example, if a user types in the word “books”, they will see books that match the search term. This is how the search works and how search engine optimization improves your rankings.
SEO techniques work best when aimed at the dominant search engines in the market. Market share varies, but Google’s share is over 75% worldwide. In 2006, Google held a 85% market share in Germany, and Google had 85-90% of the market in the UK. At the time of writing, there were hundreds of SEO firms operating in the US. In June 2008, Google had a nearly 90% market share in the UK.
While on-page SEO continues to remain important, there are many other aspects of SEO that are just as important. Off-page factors such as social media shares and engagement are as important as on-page factors in determining rankings. Increasingly, Google is placing weight on user experience and engagement metrics. These factors impact your rankings, so make sure your content answers the questions that your audience is asking. And don’t forget about the technical aspects of your site: page speed is important! Your users won’t stick around if your website takes forever to load.
SEO works best with keywords, which are words users type into a search box. In general, keywords fall into two categories: informational and product-oriented. If you are selling tennis shoes, for example, you should optimize each page around both types of keywords. The latter will help you rank higher in search results. So, if you’re selling tennis shoes, you’ll need to choose keywords that are relevant to your business. So, the more you know about keywords, the better.
While search engines use algorithms and signals to determine what users are looking for, a website’s page will rank higher if it’s optimized for specific keywords. This is possible because billions of searches are performed online every single day. The traffic generated from such searches is typically high-intent. For example, a person searching for “catalog” is more likely to take action when they have found the information they’re looking for. Furthermore, search engines use algorithms to determine the relevance of results based on the prominence of a business.
The better your SEO efforts are, the more likely a customer will visit your site. Search engine optimization helps your website reach the top of SERPs and increase sales. Studies show that about a quarter of web users never navigate beyond the first SERP. That means that a higher rank on the SERP is more likely to bring customers. It also helps to increase website traffic because most web users don’t click past the first page of a search engine.
Optimizing the content on your website is critical to attracting traffic to your site. The most important component of SEO is incorporating target keywords into your content. Keywords should be used naturally and should appeal to your target audience. When developing your content, take time to understand the purpose of a search term. Tailor your content to meet that need. Another key to search engine optimization is doing research on competing websites. Make sure your website is better than theirs by creating content for a targeted audience.
A meta description is another important part of your SEO strategy. It helps searchers understand what your content is about. Ideally, this description should be 160 characters long. It should appear on desktop and mobile screens. Several search engines use schema to improve the display of web content in SERPs. In the Bitcoin example, the author used schema to create a rating system that helped searchers find the content they are looking for. While it is a small factor, it is still a good practice.
Search engine optimization allows businesses to be present at every stage of the customer journey. By producing high-quality content that aligns with searcher queries, SEO engages prospects at every stage of the marketing funnel. Without SEO, businesses miss out on significant revenue opportunities. SEO helps sell more ecommerce products, capture TV ad traffic, and more. If you understand your target audience and use the right tactics, your website will benefit from a high-ranking position on search engines.