As a business owner, you are looking for customers. You can find customers using a variety of methods, including, but not limited to, promoting yourself, either paid or free, posting about your work, maybe even doing an interview with a relatively popular individual or organization, which can range from everything to someone on social media, to a news agency because you stirred up enough attention for them to visit you. However, there is a very big elephant in the room here, and this is Search Engine Optimization , or SEO for short.
Let’s now turn to search engines. What you might be familiar with doing is opening your browser, going to the search engine’s page (if it’s not already the default search from your address bar), typing in a question, phrase, or other query, hitting enter, and getting what the engine says is millions of results back to you, all arranged in a list, which most commonly has ten entries per page. Depending on what you’re searching for, you get different answers, which each provides different content, all of which is ranked, from the most promising to the least, as to how likely it is to be the answer that you are looking for. But where’s the elephant?
The elephant is your ability, as a business owner that is selling his products, to understand, and possibly work, the protocols behind the search engines in your favour in order to rank you higher compared to other results. There is a wild and wide array of factors that go into a high ranking, some of which are bundled into algorithms all of their own in an effort to divide and conquer this relevance problem, which results in “bundles” such as PageRank by Google that you may recognize from their toolbar, probably mostly as just a green bar that seemed to jump all over the place and have little to no connection to the content on the site you’re on in regards to its score. Except for the metrics that it is keeping track of are very real, just not really obvious to the average user. Let me tell you a little bit about some of the things that go into a high search engine rank.
Firstly, we have the simplest of properties to start with; keywords. This refers to the use of a certain word, or words, sometimes even short phrases, as well as their frequency and placement, to tell whether a page that is being visited is written in natural language, or whether it’s a bundle of tags at the bottom of a page, and how relevant it is to your query. A good example of relevance is outer space, versus space in a room.
Secondly, there are page-level link properties and features. This encompasses the use and quality of links to other pages, maybe off the domain, as well as text distribution and amount of links to the page in question, mostly in an effort to judge the value of the information provided on that page. The third big factor in SEO is this, but at a domain level; however, it mostly focuses on quality and quantity to the domain, as opposed to a balance of to and fro directions in links. According to some surveys, these three factors combined account for around half of a site’s ranking in a search engine.
There are others, however, but they are relatively minor, but they are not included here since that would make this a full-on college essay. Which is exactly what we don’t want your experience to be; SEO is a fine art that few can do well, but something that we excel at, with years of experience in the industry under our belt. And, much like artists, perfection, and understanding of the art, takes time; we have studied the algorithm and refined our methods and strategies to make the best use of it that we can, in order to help relevant customers reach you first.
The road to the high-ranking life starts here.