Our SEO success factors can be considered proxies for aspects of the user experience. For example, content quality and keyword research are key factors of content optimization, and crawlability and speed are important site architecture factors.
The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results. SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services.
Search is often the primary source of digital traffic for brands and complements other marketing channels. However, with paid search, ROI can stagnate or decline over time. With organic search, ROI is a little bit harder to measure, but it often improves over time. Over the long term, organic search can offer a very good return on investment.
As a digital marketer, knowing how to get your brand, website, or company found by searchers is a core skill, and understanding how SEO is evolving will keep you at the top of your game. While SEO changes frequently in small ways, its key principles do not. We can break SEO into three core components or pillars that you need to be familiar with — and action regularly:.
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. So if you have a blog post and it's linked from your homepage, when a search engine crawls your homepage, it will then look for another link to follow and may follow the link to your new blog post. Why on earth does a search engine care if you use them or another search engine? So the answer to this question is that they care because they make their money from advertising. The page you are delivered to after you enter a search query is called the search engine results page aka SERP.
However, the ads on the page are how they make their money. So, the better the results they deliver you, the more likely you and others are use that search engine again. The more people using the search engine, the more ads they can show and the more money they can make. Make sense? The Internet has really put the world at our fingertips. We are usually not more than a few clicks away from almost any information we could be looking for.
When people are looking for information, services, products, and so on, they go online. Odds are you clicked on one of the first few results, at least initially.
Odds are, they are loving you for not putting up a fight. So now you know why search engines work so hard to provide you with great results and why you should care, we can talk about how SEO works in a little more detail.
Search engines have spiders — not the creepy kind, but the automated robot kind. These spiders collect all kinds of information about your website and the pages that make up your site. Wayne graduated from the University of Houston in , earning a Bachelor of Arts in communications. By David Wayne. Weighted Ranking Algorithm Some factors count more toward your site's ranking than others. Web Spiders and HTML Text While the visible part of your site must contain engaging content and well-researched keywords, your site's HTML and architecture must also appeal to the spiders crawling it for information.
High-Quality Backlinks Backlinks tell Web spiders that other sites find your content useful enough to direct their visitors there, and backlinks from well-established, trustworthy sites weigh more than those from low-ranking sites.
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