The Truth About Search Engine Optimization
In simple terms, search engine optimization, or SEO, is defined as the process of optimizing a website to make it rank high in the search engine result pages for various keywords. Businesses need to invest in search engine optimization to ensure they can get organic traffic from search engines.
Over the past few years, various other platforms such as social media websites have emerged as a major source of traffic, but the fact remains search engines are still the king of traffic, primarily targeted traffic. While social media can send a lot of traffic to a website, the buyer intent is not there for most visitors coming from social media to the website of the business. Therefore, they are still dependent on getting traffic from search engines when it comes to buying intent.
There are two ways to get visitors from search engines including organic traffic and paid advertising. Both have their advantages.
Factors Affecting Search Engine Optimization
Google has stated that it looks at over 200 different factors to calculate the rankings of a particular web page in the search engine result pages. Also, more than 500 changes are carried out in its algorithm along with several other significant algorithmic updates each year which means the factors that affect the ranking of a web page in the search result pages are always undergoing a change.
The algorithms used by all the big search engines are kept a secret to prevent unscrupulous webmasters from taking advantage of this knowledge. Therefore, the knowledge about search engine optimization only comes from various tests done by people who want to rank their websites high in the search engine result pages. Over the years, webmasters have discovered several factors that play a major role in the rankings.
Factors affecting the rankings in the search engine result pages may be divided into own categories including on-page and off page factors. The on page factors are within the control of a webmaster. These factors include keywords on the web page, meta descriptions, proper titles, keyword density, proper indexing of the web pages, the inclusion of images, videos, and various other such things. The off-page factors that affect search engine optimization include links from other domains, website speed, mobile friendliness and other such factors.
One of the ways to rank high in the search engine result pages for businesses is to hire the services of a search engine optimization agency. While anybody can start a business and label themselves as an expert search engine optimizer, there are some factors you need to consider to choose the right SEO agency for your needs.
The most important factor you need to consider to choose the right search engine optimization agency for your needs is the results they have achieved for their other clients. You should take a close look at the long-term results created by the agency for their clients. You shouldn’t be looking at the short-term results.
While Google has made a lot of changes to its algorithms to keep out websites using prohibited techniques for rankings, there are still some techniques that may help in ranking some web pages high in the search engine result pages for a short period. However, these methods are usually caught by Google and other big search engines and more often than not, the domains are removed from the index. Therefore, it is important you deal with only an agency that is known to use techniques that are aligned with the guidelines issued by various search engines.
One of the ways to ensure that is to look at the long-term results. The long-term results never lie, and if an agency has helped their clients rank high for various terms related to their business over time, it shows they know what they are doing.
Another important factor you should consider is the number of people working in the SEO agency. There are big SEO companies where many people work for different clients, but there are also SEO experts operating from their bedroom. While some of these experts are great at their job, the biggest problem of working with such experts is that they may close the shop tomorrow and your business will suffer due to this decision. Therefore, it is always recommended to work with an agency where there are several people to take care of your account.
Overall, search engine optimization is important for all businesses as it can help them get targeted traffic. Also, it should be seen as a marketing expense instead of cost as it is one of the best ways to increase revenues when it comes to return on investment.