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Search Engine Optimization

Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.

Jill Whelan

What Is SEO?

What Is Search Engine Optimization?

SEO stands for Search Engine Optimization. Simply put, SEO is the act of optimizing your web pages and content to make them reach a higher position in the search results. SEO factors in both the quantity and quality of traffic to your website through organic search results (in other words – traffic to your website that you don’t have to pay for).

How Does SEO Work?

Most of the time, we type in a few words into Google, Yahoo or Bing to search and magically results come back within just a few seconds. It’s not magic that makes those results appear – it’s SEO. Whichever search engine you are using has a crawler that goes out and searches for information relevant to the search words you typed in. In lightning speed, these crawlers are able to scour the internet and create an index out of what they find. That index is then put through an algorithm to match the data with your search query.

There are lots of factors that go into the algorithm such as:

  • Domain-level keyword usage (Does your keyword appear exactly in the domain name?)
  • Domain-level keyword features (response time, domain name length, etc.)
  • Social metrics (how many shares the site is getting for example)
  • Traffic and usage (how much traffic does the site already get)
  • Domain-level brand features (for example offline usage of a brand name or brand name mentions in news and press)
  • Page-level keyword features (content length, readability, uniqueness, etc.)
  • Domain-level link authority (quantity of links and quality of links)
  • Page-level link features (page rank, quantity of links, quality of link sources, etc.)
  • Page-level keyword and content (content relevance, topic-modeling scores on content, etc.)

These items are part of the Search Engine part of Search Engine Optimization. The O (Optimization) comes in when you create content to match up with what the algorithms are looking for. After all, there’s no point to having a website if nobody can find it!

 

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