More about SEO (Search Engine Optimisation)
SEO, or search engine optimization, is essential to the success of a modern website. Regardless of the type of website, failing to optimize will mean a far lower rate of traffic and lower quality traffic as well.
What is SEO? An Intro
Google’s algorithms are complex and constantly evolving. However fickle, they determine whether a website will be seen. Google’s intensive coding all is aimed at one end result: giving users the most relevant and authoritative results. Search engine optimization is not about tricking popular search engines, but rather understanding what cues tell them that a website is relevant and authoritative. This ensures that these cues can be purposely included in all content. Many high quality websites offer relevant and expert content but fail to include these cues.
Why SEO? The Benefits
High search engine ranking can make all the difference in a website’s success. When a site is optimized for relevant terms, it will be higher in search engine results, sending more traffic. In addition, this organic traffic is higher quality. These visitors have searched for a site like yours and are motivated to read the information or buy the products offered.
In addition, having a high search engine ranking can lower a website’s overhead cost. Fewer resources must be allocated to marketing and bringing in traffic. Owners and employees of a well-optimized website can focus instead on running their business and providing excellent product.
Another side benefit is that traffic tends to attract more traffic. With a steady influx of visitors, a website is more likely to have material go viral, to achieve word-of-mouth recommendations, and otherwise to bring in more organic traffic from sources other than search engines.
The SEO Process
The SEO process initially involves finding and removing common SEO mistakes. These mistakes will cause crawlers to either not access or misunderstand a website’s content. Common errors include:
• Errors in code that misdirect or block search engine crawlers, such as robots.txt
• Duplicate pages or duplicate content
• Online forms that must be completed before accessing parts of the website
• Poor page and link organization
• Too much non-HTML content
• Uncommon/non-keyword terms
• Lack of audience or location targeting
After these mistakes have been fixed, additional content is added to show search engine bots what keywords are relevant to a website.
The phrase keyword is misleading because most websites are better served by looking for key phrases. Single words alone are not specific enough, and a small website will not be able to compete with larger corporate sites for most one. Thus, SEO is most effective when commonly searched relevant phrases are chosen as keywords. In addition, more specific terms will send the relevant and targeted traffic that websites need to succeed.
Choosing these phrases can be difficult. It is important to consider exactly what a person will be searching for when looking for a site like yours. For instance, if you sell children’s shoes, don’t optimize for ‘children’s shoes’ as you will be lost in the millions of results for this phrase. ‘Toddler Nikes’ and ‘children’s shoe reviews’ are all more specific and more likely to send relevant traffic your way. In addition, keep track of keyword trends on Google and major search engines.
Once the right keywords are identified, use them often in content, headers, links, and everywhere possible in the most natural way possible.
Organic vs Paid Search
Organic traffic is definitely the best kind, because it tends to be very targeted and also free. However, paid search doesn’t deserve its bad reputation. When websites plan and execute well-thought-out paid search campaigns, paid search provides 51% of clicks on average.