What is Search Engine Optimization? How Does it Impact SEO Rankings?

Search engine optimization (SEO), also known as internet marketing or online advertising, is the process of getting targeted visitors to a web site from a search engine, usually through natural rankings. In the past, SEO was a very time-consuming, complicated process involving many different steps, but it no longer requires this level of expertise. Now, most online marketers use at least some SEO to help them achieve their business goals. But SEO isn’t just about search engine optimization. It also includes such activities as link building, social media marketing, display advertising, online reputation management, and viral marketing.

Unique Content Search engines like Google, use a special algorithm that measures the relevance of a page’s contents to search terms. The higher the relevancy of a page’s content to a search query, the higher the ranking the page will have. As a result, it is necessary to create high quality articles for optimal page experience, and optimizing these articles to achieve good rankings in the organic or “organic” rankings provided by most search engines.

Web Accessibility Another major concern related to SEO is how well a site is accessed by users. Some websites are made inaccessible to those with disabilities or those who use assistive technology to navigate. Other websites need to be modified to be more user-friendly. A business may need help from an experienced SEO consultant to ensure that its websites are well-designed for disabled users, or for people who use assistive technologies while navigating its websites. Otherwise, it could result in poor page experience and reduced sales.

Unique Content Although this seems a fairly technical endeavor, it actually requires several different stages to be completed to meet a company’s SEO goals. Achieving optimal page experience and increased visibility requires a combination of effective SEO strategies and unique content. For example, if a site contains information on the history of a particular brand, the content needs to provide relevant information about the brand, but also be unique in that it does not repeat information previously published elsewhere. Similarly, a company’s website needs to be both relevant and search engine friendly. A knowledgeable SEO consultant can help with these processes, resulting in more efficient and effective online advertising.

Back linking A crucial strategy to optimize a site’s ranking factor for SEO is back linking. Back links allow users who have already visited the site to share it with others. Higher Page Rank (PR) is directly influenced by the amount of inbound links to any given webpage. A high PR means a site is trusted and receives plenty of searches, which improves the user experience. This ultimately results in a higher return on investment (ROI), which a company can then use to further enhance its products and services. SEO companies can optimize back links to achieve desirable rankings within search engines.

On-page Search Engine Optimization (SEO) involves a number of processes. Companies need help with on-page optimization to craft clear, concise, and relevant pages. Many businesses fail to maximize on their ROI because they focus primarily on optimizing web design rather than web development. Companies that perform SEO web development in addition to on-page optimization will have a much better chance of reaching top search rankings, as well as generating organic traffic.

Inbound links Another important strategy to optimize a site’s ranking factor for SEO is building inbound links. Inbound links are incoming links to a site from another website. These can come from relevant sites related to the target website, blogs, or even articles written about the business. In order for a site to receive high ranking in major search engines such as Yahoo!, Google, Bing, and MSN, it is necessary to build inbound links from high Page Rank authoritative sites.

Search Engine Optimization companies that do not monitor their client’s page performance or offer analytics software to track changes in Google algorithms could quickly be deemed ineffective. The bottom line is that SEO firms need to be monitoring their client’s website pages, analyzing them for changes, and implementing solutions when necessary. When Google changed the way that SERPs are assigned, SEO companies were left scrambling to figure out how they could remain competitive. Now that Google has provided developers with tools to customize search console reports, SEO firms need to become proficient at influencing the algorithm updates that Google makes.