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Understanding SEO

Understand SEO? Let me (attempt to) put some issues in perspective.

 

 

As of 2018, according to Internet Live Stats, there are over 1.9 trillion websites.

A website is any valid domain name.

Of this number, less than 200 million are active websites.

The rest are inactive, or parked domains.

(Now you know why it’s so hard to get a domain name.)

As of 2014, Google had already stored approximately 35 trillion web pages, on their search engines.

Additionally, as of August 2018, Google had about a 72% market share of Internet search traffic, according to Net Market Share.

Baidu, a Chinese search engine, along with Bing and Yahoo, held a combined 26% share.

It is also well known that Google makes approximately 90% of its revenue from advertising.

Since the goal of Google, is to:

“Organize the world’s information and make it universally accessible and useful.”

And, all these numbers continue to grow.

How is it that anyone will ever find your website?

 

Let’s put your website goals in perspective

 

So, you’re one of a vast group of 200 million websites plus as a small business, you need traffic.

In a brick-n-mortar business, you get customers by selecting a high traffic location, and by paying for advertising.

On the Internet, you don’t have the option of moving. You do, however, need a quality website.

You either rely on paid advertising (known as Pay Per Click or PPC) or you try to get organic (unpaid) traffic from search engines like Google.

In some cases, you’ll need to use both organic and paid marketing techniques.

Organic may seem free since you’re not paying anyone directly.

But, you do need quality content, a great website and the effective use of Search Engine Optimization techniques (“SEO”) to bring in that free organic traffic.

All of these cost something.

 

Let’s put SEO into perspective.

 

Google uses bots or spiders,

  • which are programs that crawl the Internet,
  • fetch copies of available web pages,
  • that are then stored on Google’s computers.

Now what?

Now, Google needs to organize the most useful information (index it) and make it accessible on its Search Engine Result Pages or “SERPS“.

It does this with programs, known as algorithms.

 

This is where SEO Spaces comes in.

 

You have no control over the competition or the number of websites and web pages that live on the Internet.

At a minimum, your content must be “useful” as no secret tricks will ever replace quality content. In fact, Google has and will penalize you for trying to deploy techniques that deviate from simply producing quality content.

It’s understanding and using SEO correctly that addresses the presentation and validation of quality content such that Google recognizes and promotes your web pages on its SERPs.

Quality SEO results in quality SERP rankings.

Oh, and since 61.5% of traffic goes to the top three SERPS (think Olympics gold, silver and bronze), you definitely want quality rankings if you want organic traffic.

 

Managing your Marketing Campaign

 

To rank on Google, your goals are to:

  • produce relevant, high-quality content,
  • presented according to SEO protocols, and
  • coupled with evidence that your content is high quality
  • in order to get prominent search rankings.

Simple right?

You may have heard about on-site and off-site SEO techniques, but what does that mean?

  • On-site SEO tries to determine what your page is about, and
  • Off-site SEO tries to determine what your page is worth.

Remember, Google is trying to determine who you are, and if your content is valuable.

On-site

You let Google know “who you are” by deploying keyword research that identifies your content as relevant.

The selectionverification, and placement of keywords are all part of the art of SEO.

Additionally, effective keywords result from knowing your customer or client.

What words or phrases are they using to find you?

Also, what keywords relate to transactional vs. merely informational intentions.

On-site SEO also addresses user experience.

Obviously, quality and relevant content is a significant factor in user experience. So also, is how fast your website loads, and if your site is responsive and mobile friendly.

 

Off-site

 

You let Google know “how important you are” principally by attracting external backlinks from other relevant and quality sites and even link building within your site.

If quality sites in the same genre actually link to your content, that shows Google that you have valuable content.

This is one of the more difficult aspects of SEO but there are concepts and techniques that can attract backlinks.

How well you are promoted on Social Media is also an indication of your value. If people share your content, Google concludes that it’s valuable.

Also, how long someone stays on your site and whether they link to other pages on your site, is an indication of how interested a visitor is.

All this involvement is a sign of the quality of your content.

 

One caveat

 

We have a tendency to focus on Google, but remember I stated earlier that Google is an advertising platform. Consequently, we’re not talking about Google Optimization, we’re promoting Search Engine Optimization.

So, what’s the difference?

The difference is that Google’s search results will often be the highest paid results to Google. In many situations, the days of free organic traffic is over. Top search results are often full of aggregator sites like Yelp and Thumbtack. Additionally, there are specialized aggregators for attorneys, e-commerce, and large business to business concerns.

The point is this. You still need to develop a quality user-friendly site with great content but you need to be aware that simply doing that will not automatically get top results and you may also have to engage in other marketing techniques.

Depending on what business you’re in and where you’re located, this is where quality SEO services will pay off.

 

Summary

The intent of this article is to put the basics of your business website in perspective.

Here’s a summary:

  • Website competition is fierce.
  • Google controls access.
  • Your goal is to get traffic – paid, organic or both.
  • To get traffic you need quality content on a site with a great user experience.
  • You do this through an effective SEO campaign which includes:
    • an optimized website
    • on-site optimization to clearly identify your site, and
    • off-site optimization to show that you’re valuable.
  • You also need to be aware that other marketing techniques may also need to be deployed.

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