SEO stands for search engine optimisation. It is the process of increasing both the volume and quality of site visitors, and exposure to your brand, via non-sponsored (also called “paid” or “paid search”) search results. This is done by tracking and adjusting the website’s visibility and ranking in search results. There is also the concept of off-page SEO, meaning factors such as link building, internal linking, directory submission and web directory submission are all used to improve your site’s visibility and ranking in search results
SEO can be performed on a few different levels – on-page, which focuses on keyword and meta-search optimization; off-page, which includes the various ways to obtain high ranking and exposure, such as article directory submission, blog commenting and social media sharing. A recent Google Update has resulted in many SEO professionals re-thinking their approach. This article will discuss some of the benefits of SEO, and look at the current state of the market and user intent. SEO has been a competitive business sector for several years, and Google’s update could mean a major shift towards the mainstream.
SEO is a relatively new science, developed in the late 1990s by SEO Experts, who were trying to understand search algorithms. The goal was to provide high quality search results based on natural search behaviour. One of the first attempts at this was Google Keyword Tool (KTF), now discontinued. The basic premise behind SEO is that a website is most successful when it is listed in the top search results for particular keywords. SEO works on several levels – first by optimising individual pages, then across the whole site using different methods (web page and content optimisation, link building, social bookmarking etc).
SEO continues to evolve with new trends and strategies being implemented on a regular basis. Recently, we’ve seen predictions from some well respected SEOurus that in the next few years organic traffic will overtake all paid traffic. SEO is certainly not dead, but its days are numbered as the algorithms change. In this chapter you will learn about some of the changes which are happening, and what you can do now to make SEO work for you.
In the past SEO was about building links, getting in front of other websites, and generally positioning your site higher in search results. SEO strategies used to revolve around building links organically and being ahead of the competition. However, over the last couple of years Google has radically changed their algorithm, resulting in many websites failing rankings. The problem is that Google is looking to make their search results ‘natural’, meaning that users will find your site without any effort to manipulate the search engines. The algorithms also state that sites must be ranked based on their competitiveness and quality – not just on how many links you have or how good your site is.
The way SEO is changing is due to Google wanting to deliver better user experience. Gone are the days of having to wait for your site to be indexed, and then submitting your link to hundreds of different directories. This takes a lot of time and effort, and many SEO professionals are reporting that there is little or no ROI at all from their SEO campaigns. In order to get a high search engine ranking you need to have an influx of targeted traffic. However, the challenge with this is finding a method of collecting this traffic that works across different platforms.
Fortunately, there are a few methods for doing this online. One such method is to send out low quality links via email. The logic behind this SEO strategy is that if you are targeting a certain audience and you send them low quality links that don’t help your site at all, they won’t bother visiting it any further. A high ranking with a search engine results in thousands of visitors, and the more visitors you can bring into your site, the higher your position in the rankings.
An alternative to this type of SEO is to create a custom SEO campaign that uses the contact form on your website as one of its main elements. With the form in place, you can use the kpis that Google provides to analyze the click through rate, average open rate, and click through rate ratio. The goal of this type of SEO is to make sure that your SEO efforts are actually bringing results and not wasting your time or money. You can do this by creating a profile for each individual customer, signing up for services that request information about your customers, and analyzing where you are in the organic rankings based upon keywords and kpi metrics.