Search Engine Optimization

Search engine optimization (SEO) is the process of improving a websites visibility by getting it to rank high in search engine results pages (SERP). The higher a sites page rankings, the higher the website appears on SERP pages. The ultimate goal being to make it to page #1 of Google rankings.

Search engines (Google, Bing, Yahoo) use “crawlers” to find web pages. Each of these search engines uses their own algorithm to read and rank websites. These algorithms change often as the engines get wise to spammy techniques used to get high page rankings by dubious means in a very short period of time.

It all begins with keyword research. This is the single-most critical component of website SEO. A website must contain the keyword(s) it wants to rank for. They must appear throughout the site pages in the optimal density. Pages crammed with keywords for the sake of ranking can be penalized and dropped from SERP. Sites lacking in keyword density rank low.

The better a sites content is written, the easier the search engines will “learn” what the site is all about. The goal is to write good, authoritative content and update it frequently.

Good content writing along with other SEO techniques such as back-linking help designate a website as an “authority” site for a particular niche or topic. Authority sites have some of the best SEO page rankings.

SEO ranking takes time and is best measured over weeks and months rather than days. Google provides Analytics and webmaster tools to track traffic and rankings. Reports include information on site traffic, demographics, keyword ranking, social media, and back-links to name just a few.


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