Search Engine Optimization

How SEO can grow your business

If you are thinking of building a business online, or increasing revenue through online sales, you’ve probably encountered the term SEO or search engine optimization. Search engine optimization is one of the most effective ways to increase the number of visitors to your website. This is done by optimizing your sites content and structure, improving backlink quality, ranking for targeted keywords, measuring site analytics and conversion goals to name a few.

What is search engine optimization?

Search engine optimization or SEO is the process of improving your website’s visibility in a search engine’s organic or unpaid search results. In general, the higher your ranking or the earlier you appear on the search results page (SERP’s), the more visitors will go to your site. SEO takes into consideration how search engines work, what people search for, the search terms or keywords and the number of times they are typed into the search engines.

Keeping that in mind, optimizing your website involves posting content with the associated keywords, optimizing your sites HTML structure and ensuring that the site has high quality backlinks to name just a few of the things necessary to rank for the keywords that are important to your business.

How search engines work

Search engines have three major functions – Crawling (discovering content), Indexing (copying the content) and Ranking (determining the most relevant content) these three tasks are what allow search engines to provide relevant answers when they serve results to our queries. Leading search engines such as Google, Bing, and Yahoo!, have algorithms that are called “crawlers.” These crawlers find pages across the web in order to add them to their search results. This means that through links, the search engines’ crawlers can reach billions of interconnected documents.

Once these pages are found, the search engine then deciphers the code from them and stores selected pieces in huge hard drives. During a search query, these pieces come up in the search engine. To achieve this task, and for it to be possible for these billions of pages to be accessed in a fraction of a second, the search engines have built data centers all over the world.

Search engines provide answers

When a person looks for something online, they search about it using certain keywords and search engines like Google, yield “answers” that are close to the keywords. Google will do two things after the query, first they return only those results that are relevant or useful to the searcher’s query, and second, they rank those results in order of perceived usefulness. Relevance and importance are the key things to get the high ranked spots in these search engines.

So, how do search engines actually determine relevance and importance?

Currently, most top-ranked search engines order relevance and importance by popularity. The more popular your page or your website is, the more important it is for the users, hence you receive a higher ranking and this leads to getting more visitors. However, these two factors aren’t determined manually. The engines use mathematical equations called “algorithms” to sort these pieces of information from least important to the most important.

How to improve search engine rankings

The question on how to get better rankings in every search engines is probably what you would ask next. So, here are some of Google’s and Bing’s recommendations for getting better rankings from their engines:

GOOGLE

  • Make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking.
  • Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static link.
  • Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate.
  • Use keywords to create descriptive, human friendly URL’s. Provide one version of a URL to reach a document, using 301 redirects or the rel=”canonical” element to address duplicate content.

BING

  • Ensure a clean, keyword rich URL structure is in place.
  • Make sure content is not buried inside rich media (Adobe Flash Player, JavaScript, Ajax) and verify that rich media doesn’t hide links from crawlers.
  • Create keyword-rich content based on research to match what users are searching for and produce fresh content regularly.
  • Don’t put the text that you want indexed inside images. For example, if you want your company name or address to be indexed, make sure it is not displayed inside a company logo.

As you can see SEO is one of the most important ways to get attention for your business, products and services. The right types of keywords paired with a highly structured website is one of the best ways to get and retain the attention of new and returning visitors.

More clicks, more money

More clicks and more visits to your website will generate more income for you. Because of this, your business relies heavily on traffic that Google sends you. If you don’t rank on the first page you are losing out on acquiring new customers and that is bad for your business. So, the earlier you hire an experienced SEO team for your website, the better. Melech Media is a premier Denton SEO Agency serving clients in the Dallas-Fort Worth Area, Nationwide and Internationally.

Learn more about SEO and how it can benefit you, fill out our discovery form.

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