When someone types a keyword into Google, the search engine scans a database of hundreds of billions of web pages to return the most relevant results, including web pages, news articles, images, videos, local business listings, and other niche content. Search engines use hundreds of factors to rank these websites. To make sure your website is seen by as many people as possible, search engine optimization is key. Algorithms change frequently, and those changes can affect your rankings.
What does SEO actually do?
Google controls the majority of online traffic. That share may vary by industry, but SEO best practices will help you rank well on other search engines as well. Google’s algorithms decide which web pages appear for a given search, and high-quality, relevant pages are usually returned first. Ranking high for a keyword is an effective way to receive free traffic month after month.
How should you optimize site navigation?
For your website to rank highly in Google, optimize its navigation. Clear navigation helps visitors find the information they want and gives search engines a better understanding of your content. A thick web of internal links helps spiders reach every page and understand the structure of your site.
What belongs in a title tag?
Your website’s title tag should contain your primary keyword. The title tag is different from the H1 tag. It displays in a tab at the top of the browser and shows up in a black box on Google. The title tag is the most visible heading on the search results page, and it should be written to attract readers. The author of the Bitcoin example has used the title tag with schema, a small factor but a good practice.
Why does page speed matter?
Page speed and usability are part of Google’s algorithm. If your website takes too long to load, you may lose a good search result. Make sure your site loads quickly and avoid unnecessary design elements that can drag down your ranking. No one can predict which single factor will move a page up or down, so start small and focus on the basics.
How should you write anchor text?
Anchor text, the visible text beneath a link, is another important part of SEO. Choose anchor text that fits naturally in your content. The phrase “click here” is a poor SEO practice. Use descriptive text such as “raising garden beds” so Google understands what the link points to. A link to a gardening article should describe the destination, not the act of clicking.
What else should you know about SEO?
SEO also covers search experience optimization, keeping visitors on your site once they arrive. Search engine visitors who don’t engage with your content are not the audience your business needs. A website’s goal is to convert visitors into customers, and SEO accounts for those factors during design and ongoing optimization.
Search engine marketing will bring results without SEO, but most marketers use both. Because SEM costs money, SEO reduces SEM costs over time. Starting small with SEO is a cost-effective, long-term strategy, and the benefits of using both together are well documented.
FAQ
What is search engine optimization?
Search engine optimization is the practice of improving a website so it ranks higher in search engine results. Search engines use hundreds of factors, including navigation, page speed, title tags, and anchor text, to rank hundreds of billions of web pages.
Why does page speed matter for SEO?
Page speed is part of Google’s algorithm. Slow-loading sites risk losing a good search result, so sites should load quickly and avoid unnecessary design elements that can hurt rankings.
What makes good anchor text?
Good anchor text describes the destination of the link and fits naturally in the surrounding content, such as “raising garden beds” for a gardening article. Generic phrases like “click here” are a poor SEO practice because they tell search engines nothing about the linked page.