What is this madness you call SEO?
The web is made up of over 130 trillion individual pages. That means for every one person in the world there are 17,000+ indexed pages on the World Wide Web. This means the internet is just saturated with information, and search engines such as Google and Bing need to constantly find ways to provide their users with the best possible results.
Why Search is a Lucrative Business
Why you ask? The business of search is to invest in creating the best user experience possible so that businesses will want to opt into advertising with them. This is why it is important to Google and other search engines to feed good and accurate pages to its users. A bad user experience pushes a user away and results in loss revenue in many instances; both on the user side as well as the advertiser side.
Think of the internet as one big consumer research project that is computer automated and is constantly pulling data. Information technology has evolved so much that capturing specifics from users is as easy as agreeing to the terms and conditions of an email opt-in. It takes little to no effort to get search engines to follow your every move.
Most people don’t even know what they are allowing search engines access to. But it’s ok because most users like the results they get when doing periodic search. This is because the results are more accurate and catered to their specific interests.
How do search engines provide accurate results?
In short, through a series of algorithms. Each algorithm focuses on a specific goal in mind. These goals are meant to take data and metrics from the user experience of a web page and give it a score. Once the web page has a score, search engines use this score to position that page for a specific keyword/query. If only it were that easy.
These algorithms are constantly evolving and are becoming more difficult to predict. In fact, updates to these algorithms are starting be done in real-time using machine earning techniques and artificial intelligence.
SEO professionals such as myself follow these algorithms with fun names such as Payday or Panda. The reason? It’s a lot more user friendly and easier to remember.
Let’s provide an example of one or two search algorithms.
We identify with an algorithm called Hummingbird. Hummingbird was designed to provide users with precise and fast information on the web. It’s considered to be the conversational search that you see frequently in search results because you see real-time answers without having to leave the search results page.
Another search algorithm we understand and know very well is one called Panda. Panda is one of the more elusive algorithms that take a great deal of knowledge to understand. Essentially it is the primary algorithm that determines what quality content is in comparison to millions of results similar to the pages in the index database.
SEO Probability, Possibility and Guarantee!
There is a probability that your website and web page will get indexed, and a possibility that you won’t rank well. There is never a guarantee that you will rank on page number one, but there is a good chance you will perform well if you seek the advice of an expert.
The internet is full of data that assists in marketing products and services. It is essential to produce digital real-estate that will target qualified users. In this case it is the indexed pages we’ve been referring to.
The Key to Quality is Quality Keywords
The SEO goal is to abide by webmaster guidelines and best practices, and to leverage our experience and industry knowledge to best optimize websites and web pages for the keyword of choosing.
Keyword placement allows for crawlers to pick up on what the page is about. This can include images, copy and video. The intent of that page should be to compliment the keyword you are targeting so that users who search for that keyword find your page, and are captivated by the material you are publishing.
You trigger the users’ interest by providing supporting information toward the keyword you selected to optimize for. In some cases the goal is to lure the user in with information that interests them, and provide them with information that is surprising in nature. Information that they wouldn’t have otherwise thought of if it wasn’t for the quality driven content you provided.
In other words, you answered the users question and sold them on a product or service they didn’t otherwise know anything about. These keywords are designed to capture an audience that is unfamiliar or unaware of a product or service.
This is just one example of leveraging keyword intent to purposefully create quality content for your site or page.
A Good Experience is a Positive Experience
Remember, the internet is filled with bad user experiences and misleading information. It is the goal of an SEO professional such as myself to assist in the creation of natural content that will generate volumes and produce results.
As scientific and data driven as SEO can be at times it is important to understand that it is the user experience that ultimately dictates how well your web page performs.
There is no room for error, nor is there any room for shortcuts. Hire an experience professional to perform the proper steps to ensure that you are moving forward in the right direction and are taking all the appropriate actions to stay current with user (consumer) behavior.