Search engine optimization consists of a broad set of practices designed to improve the performance of a website on search engines. Search engines, like Google, are immensely popular. The chances are high that you have found this very article using Google. Billions of searches are made every single day through the California behemoth’s flagship engine.
Legend has it that SEO was first developed by the manager of the rock band Jefferson Starship. Annoyed that early Google users were getting results unrelated to the band when they typed in keywords like ‘Starship Rock’ and ‘Jefferson Starship’, the manager altered the content on the band’s official website to include plenty of words that would get the Google algorithm’s attention.
Since the early 1990s, SEO practices have changed. This is largely due to the constant improvement of search engine ranking algorithms. Google, for instance, regularly updates its search engine ranking algorithms to provide users with more contextual and useful results. Modern SEO agencies must use a broad range of tactics to keep up. Here is a quick guide to the most important SEO practices.
Keyword inclusion is one of the oldest methods of cozying up to search engine algorithms. All search engines work using keywords – the words typed in by users. All good search engine optimization companies dedicate a great deal of time to keyword research. They use big datasets and insights to figure out exactly what kind of keywords a client’s target audience is using.
Modern search engine ranking algorithms take the image and video metadata into account when organizing search results. It is vitally important to include author, location, and date information within image files. SEO agencies typically make sure to include keywords in the metadata they edit for their clients.
A backlink is a hyperlink that leads to an optimized website from an external website. Search engine providers, like Google, classify backlinks as a ranking factor because there is an implication that the linked-to site is trustworthy enough to be networked with other websites. Many search engine optimization agencies seek to create a large network of websites linking to their client’s pages. The more trustworthy the linking sites are, the more impact they will have on the client site’s search engine performance. Quality over quantity is certainly a factor here.
As search engine algorithms become more ‘intelligent’, they have been increasingly able to rank pages based on how contextual they are to the searching party’s desires. The latest trend in SEO involves the creation of high-quality content that is contextually situated. Google uses advanced machine learning algorithms to ascertain how contextually relevant a website is to the searching party’s needs.
Google takes user comments and reviews into account when ranking a site. Natural comments should be encouraged. Automatically generated comments will be easily spotted by Google and count for nothing. As a rule of thumb, user feedback is a good option for search engine optimization efforts.