Understanding Search Engine Optimization (SEO)
Search engine optimization is a continual process which has to be fine-tuned to match changes in major search engine algorithms and policies. It’s a way of improving a website’s visibility in search engines to make them appear higher up the page and more frequently. SEO is either performed in-house or by third party consultants and can target different types of search for example image, local or video searches. It creates more visitors leading to an increase in advertising revenue.
This service will improve the site’s traffic through a number of different methods. First the preferred search engine is determined and then an attempt is made to understand how it works. Search engines store information about web pages and analyze this data to determine how it should be indexed. Words from titles, headings or special fields are extracted to perform this analysis. When a user inputs a word or term, the search engine checks this data and produces a list of relevant websites based on it. The most relevant website is put at the top of the list. Optimization edits the content and HTML to increase the use of specific keywords in order to increase the website’s visibility.
The next step involves analyzing the site’s competitors. Here the top ranked websites for a particular keyword are examined and reviewed. This report is stored and used either as a template or as a comparison point when the work is completed.
SEO consultants also remove barriers to the indexing activities of the search engine and promote a site to increase the number of backlinks. These are links on the site to other websites. They are important because search engines often use the number of backlinks on a site to grade it against other sites. Programs like Google’s PageRank system prioritize websites in order of their backlinks.
But building too many backlinks over a short period of time can lead to penalties from the search engine companies who view it as corrupting their system. In some extreme cases, websites have been de-indexed leaving them invisible on the search engine. Because of this SEO consultants make sure they understand and are compliant with search engines policies. Their job is to maximize the interest in the site, not to dishonestly modify the site to make it appear more relevant in searches.
One of their final methods is web tracking. This allows the SEO to report on the traffic to the site and show the result of their changes. It’s an ongoing report which starts with the data the SEO collected prior to their involvement and includes the information they have collected on the site’s competitors.
The data in the report is collated regularly. A series of submission are made to the various search engines and after each submission the search results are gathered and analyzed.
Website owners wanting further information can find the facts online. Google provide a breakdown of how they gather data on their Webmaster Central page and Bing’s Webmaster page contains tools to increase the SEO without the help of an expert.
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