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The SEO requirements keep changing and it can be difficult to keep up with the latest developments. But if you want your site to generate traffic, you must be aware. Well-optimized sites generate more and more traffic over time, which means more leads and more sales. Without SEO, users will not be able to find your site and all your efforts will be in vain.

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How does Google work?

When you enter a search term, Google’s algorithm determines which of the many websites you are interested in will be the most relevant. It then lists the relevant sites in order of importance and shows them what the industry calls a search engine results page.

Crawling

Google constantly searches the web for new or updated pages. It uses programs known as web robots, which track links on the Internet and report what they find to Google’s servers.

Indexing

When Google’s website crawlers send information to a website, a set of internal servers crawls the content of each page to determine its main subject and message. This information is embedded in Google’s index, a resource used by the search engine to determine page rank.

If you want your page to be sorted for certain keywords, make sure the crawlers on the web notice those words. To do this, you should:

• Use concise and relevant page titles
• Include headers for different topics
• Add alternate text, or text displayed in place of images, to help Google process video content and images.

The clearer the content of the page, the more accurate the indexing process will be.

Ranking

When someone searches, Google determines which pages appear first, taking into account factors such as:

• The words used in the search
• the user’s location
• The age of each page
• The expertise of the page creator

The ongoing challenge of SEO is to ensure that your page is up-to-date and tailored to the target users in its design and content.