Search Engine Optimization – The Complete Guide
Most of us now know that owning a website doesn’t mean much if no one knows it. There are many ways to market your website online, including pay-per-click ads and banner ads on other websites. But by far the most effective and relatively cheapest way to get your website “out there” is to optimize the content so that search engines “crawl” your website and thus rank your website highly compared to your competitors.
Very Fast Cycle in Search Engines: Search engines like to show their users the content most relevant to a particular keyword. They use so-called “spiders” to automatically visit your website to find out what your site is about. Only in rare cases does a human user from a search engine company actually visit your website. You can imagine that for human users it would be virtually impossible to navigate through millions and millions of websites on a regular basis to check what’s going on.
Therefore, a search engine spider will see words that are frequently repeated throughout the content of your website. If your website revolves around vacuum cleaners, but you often refer to the term “lawn mowers” in your website content (more than “vacuum cleaners”), then the spider will incorrectly assume that your website is about mowing machines the lawn.
But there is much more than that. It also depends on how the keyword is used. If you use the keyword “vacuum cleaner” six times on your page, but are using “lawn mower” in a vertical, italic, or bold font, the search engine may still think your site is related to lawnmowers instead. Correct use of keywords in your website address, as alt text on images (which pops up when you move your mouse over them), distribute your keyword throughout your page (top, middle, and bottom), and use keywords in text links to other pages on your site. Your web as well as the use of your keyword in the titles are all important factors that search engines look for.
No, that’s not all yet! This probably covers only about ten percent of your SEO. The next component will be keyword popularity. By keyword popularity, I mean you should check how popular your target keyword is among search engine users. For example, I might be so impressed with myself that optimizing a site for the term “blue socks” so that my site appears first in every search engine when you type in the term “blue socks” and click Search. But if, on average, only two people search the world for the term “blue socks” every month, will I get the necessary traffic from search engines? The answer “no” is very clear. If instead you saw 2,500 people around the world searching for the term “socks suppliers” per month, it would be a better idea to optimize my site for that term, right? True, but also keep in mind that more popular search terms usually bring with them more competition. In other words, it may take an ongoing effort to optimize a website for the term “ownership” more than for the term “prime city ownership”, because you are competing with others who are also trying to be number one for this keyword.
What we’ve learned so far: We need to make a website that is more than just user-friendly, but also SEO friendly with using keywords correctly throughout our site, and comprehensive keyword research is extremely important.
And now for the most important part, which is the popular link. A search engine like Google (the largest search engine in the world and thus the most important) places an incredible amount of importance on the number of sites that link to your site (cross-linking), the quality of those sites, and the way in which that link is generated to your site. In another meaning, it is very important to exchange links with other sites with similar content to yours. That is, you place a clickable link to their site on your site, and they do the same for you. It is also important that they link to your site with the correct phrase in the link text (the text you click on to continue the link). If you want to optimize your site for the keyword “clothes hanger” but there are others linking you to the keyword “baby diapers” in the anchor text, search engines will again incorrectly assume that your site is linked to diapers instead. As far as the quality of other sites linked to your site (your link partners) is concerned, this is a broad and complex topic that we will have to cover on its own.
There are actually many other factors that also determine your website rankings in search engines, but these are the primary factors. Hope this helps you a little bit (yes, I know it’s complicated and cumbersome), but if you only succeed in confusing you more, don’t worry – there are many SEO professionals out there. And yes, you will find that the best ones are usually at the top of the search engine results pages! And if it’s worth the money you’re paying for, you should see an exponential return on investment over the first year. It might also be a good idea to get them to monitor your website’s search engine rankings on a regular basis so that suddenly the goose for some reason doesn’t stop laying the golden eggs!