Search engine optimization is exactly what it does: optimize the content of your website for search engines. In this way, Google (and other search engines) can easily index your content, categorize each of your pages based on the information it contains, and then pass it on to people searching for that information on the Internet.
Understanding how search engines work is just the first step in the process of improving the ranking of search sites. To improve the ranking of a site, you must take advantage of various SEO techniques to optimize the site in terms of research:
- Keyword search - Keyword search is often the starting point for SEO. It consists of searching for keywords already classified by a site, keywords classified by competitors and other keywords searched by potential customers. Identifying terms used by researchers in Google searches and other search engines indicates which existing content can be optimized and which new content can be created.
- Content Marketing - Once potential keywords are identified, content marketing comes into play. This can be the updating of existing content or the creation of new content elements. Because Google and other search engines place a premium on high-quality content, it's important to search for existing content and create compelling content that delivers a positive user experience and a chance to be featured in the results. search engines. . Good content is also more likely to be shared on social media and to attract links.
- Link building - Because external website links (called "backlinks" in SEO) are one of Google's key ranking factors and other major search engines, getting high quality links is one of the main levers of SEO. This may involve promoting quality content, contacting other websites and building relationships with webmasters, submitting websites to relevant web directories, and having the press attract links from around the world. other websites.
- Page Optimization - In addition to off-page factors such as links, improving the actual structure of the page can have significant benefits for SEO, and is a factor entirely under the control of the webmaster. The most common page optimization techniques include optimizing the URL of the page to embed keywords, updating the title tag of the page to use the relevant search terms, and use of the alt attribute to describe the images. Updating a page's meta tags (such as the meta-description tag) can also be beneficial: these tags do not have a direct impact on search ranking, but can increase the clickthrough rate from SERP.
- Optimizing the site's architecture - External links are not the only thing that counts for SEO. Internal links (links within one's own website) also play an important role in SEO. For example, a search engine optimizer can improve the SEO of a site by ensuring that key pages are well linked and that the corresponding anchor text is used in these links to help improve the relevance of a page. for specific terms. Creating an XML sitemap can also be a good way for larger pages to help search engines discover and explore all pages of the site.
Semantic markup - Another SEO strategy used by SEO experts is to optimize the semantic markup of a website. Semantic markup (such as Schema.org) is used to describe the meaning of the content of a page, for example to help identify the author of a content item or the subject and content type of a page . The use of semantic tags can help display rich snippets in the search results page, such as extra text, revision stars, and even images. Rich snippets in the SERP do not affect search rankings, but may improve the CTR of the search, resulting in an increase in organic traffic.