Search engine optimization (SEO) is the process of optimizing your website so it ranks higher in search engine results pages. Search engines use complex algorithms to pull pages with the most relevant information for a user’s query, and pages with many links pointing to them often land in the top results. Below are the main ways to boost your website’s search engine visibility.
Why does SEO matter?
SEO starts with keyword research: analyzing competitors’ websites and the search terms potential customers use. Once those terms are identified, you can write new content around them and give your site a better chance of ranking on major search engines. Choosing keywords that reflect customer intent is critical, since a visitor searching for “running shoes” wants to buy them, and in-depth information builds the trust that leads to conversions. A good SEO strategy can increase traffic to your site, but without conversion rates the traffic will not translate into growth.
How do meta descriptions and schema help?
Always include a meta description that describes your content. A meta description should be at least 160 characters long and appear on both desktop and mobile screens. Use schema, a subset of HTML tags that improves SERP display. In the Bitcoin example shown earlier, the author included a rating that incorporates schema. While schema is not required, it is a good practice.
What changed with Google’s Hummingbird update?
Google’s Hummingbird update made web pages more relevant. The algorithm now uses natural language processing and semantics to better understand queries, falling under the term “conversational search” and matching pages to the meaning of the query. Hummingbird is designed to address spam and other problems with irrelevant content, and to improve the quality of high-quality content.
How does Google decide which pages rank first?
Google looks at “hundreds of billions of web pages” to determine which are most relevant. The most relevant pages appear at the top, and the more relevant ones are not necessarily the best. Google also considers authority when determining whether to show sponsored results, which signals that the content is useful to the user. The safest approach is to be both relevant and trustworthy when optimizing for search.
What is on-page optimization?
On-page optimization is the part of SEO that is in your control, and it includes many factors beyond keywords. You also need an easy-to-navigate site, and several techniques can help you optimize for mobile search. A useful starting guide is Voice Search: The Definitive Guide.
How can you optimize for mobile devices?
Create a version of an older web page that is optimized for mobile devices, and use canonical URLs when your content is similar to what Google wants to see. Google’s ranking algorithm changes every few months, so it is hard to predict what will change next. The best current approach is to optimize for mobile devices and tablets.
FAQ
What is search engine optimization?
Search engine optimization is the process of optimizing your website’s core components, including keywords, content, and structure, so it ranks higher in search engine results pages for relevant queries.
What is keyword research?
Keyword research analyzes competitors’ websites and the search terms potential customers use. Once those terms are identified, you write new content around them so your site has a better chance of ranking on major search engines.
What is Google’s Hummingbird update?
Hummingbird is a Google update that uses natural language processing and semantics to better understand queries under the term “conversational search,” matching pages to the meaning of the query, reducing spam, and improving the quality of high-ranking content.
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- How Search Engine Optimization Can Help Your Website Rank Higher in SERPs
- Attorney SEO – How to Optimize Your Website For Search Engine Rankings