Removing the Mask of Search Engine Optimization
Search engine optimization is a technique in marketing that’s designed to help increase a website’s page ranking on search engines. It revolves around bringing attention to a website from the various search engines by appeasing algorithms and getting spiders to crawl the pages of content. Basically, the goal is to reach the highest position possible with specific keywords so that a website can bring in organic search engine traffic. Let’s now talk about some common techniques that are implemented into a search engine optimization campaign.
Typically, the first step taken is performing some keyword research. This is done to find keywords that people naturally search for in high volume and that have the least amount of competition. Most people use a platform like Google’s Keyword Tool for this process. After you find some good keywords, it’s important to structure the content of your website around them. For example, you would use your targeted keywords in the title, header and sprinkle them throughout the body of an article. Here’s a great read on what many experts think are the top ranking factors, as of 2011.
Another integral part of SEO involves creating original and unique content that provides users with valuable information, even more so with the release of Google Panda and Penguin. While it used to be possible to rank reasonably by creating lackluster content and throwing in a few keywords, that’s no longer the case. In fact, Google has deliberately completed algorithmic changes to penalize websites with low quality content or ones that use underhanded techniques. To be effective, it’s pretty much a necessity to make content for human… not just pleasing search engines.
Besides this, on site optimization plays a role in getting search engines to index your website. For example, it’s helpful to use headers and bulleted lists within articles. It’s also helpful to create relevant tags for each post and use a site map for your website. Doing these things are simple ways to get attention from search engines and boost your ranking.
In addition, it’s important to engage in an effective backlinking campaign to build links that point back to your website, ideally with the keywords you are attempting to rank for in the anchor text of the link pointed back to your target site. Backlinks are vital because they let search engines know that your content has value and will improve your ranking. One way to create backlinks is by posting content from your website to social media sites like Facebook and Twitter. This is helpful because it results in direct traffic and can have a viral effect where numerous people share your content. Additionally, search engines are expected to be placing more emphasis on links, shares, and interest from social media sites as a positive ranking factors (read Future of Search). Along with this, getting backlinks from relevant and reputable websites can help you immensely, especially compared with links from low quality sites. While SEO takes time, it inevitably leads to organic traffic and exposure.