There are three main steps in the search engine’s process of returning results:
Crawling- this is the discovering of new content on the web.
Indexing- this is the storing of the discovered content into various ‘indexes’ that can be accessed quickly.
Ranking- this is the algorithm that search engines use to return ordered results to individuals who are searching. This is the area of SEO that we are always most concerned with in the business world.
The SEO ‘tips for success’ provided by Google and Bing don’t seem to be all that helpful in getting better ratings; what they appear to be doing is grooming for appropriate and accurate web content. Basically, what search engines want the web to be, not necessarily what will return higher success rates for individual websites.
Search engines are continuing to grow in usage around the world, and consumers place great trust in sites that show up at the top of those search results, and that’s one reason why SEO is so important!
SEO is also extremely reliant on marketing. This is why many organizations that once focused primarily on SEO, have now expanded to incorporate inbound marketing as well (see last post). Without online content being talked about and spread, SEO just isn’t possible; the algorithms are worked so that a major component of rank order is site popularity. Content that is widely viewed is part of what is turning up results on your search engine.
What’s really surprising? Important content still needs to be in the HTML format to be seen by the crawling process, the “spiders” as Google calls them. Using Google’s cache we are able to see what the browser sees. (SEO-browser.com) This is a great tool for anyone wanting to check their business page or even their personal site, blog, etc. It should seem fairly obvious, but search engines cannot see content that requires you “log in” to see additional information. It’s just one of those things that’s easily understood once stated, but is also easy to overlook!
Keywords are a HUGE part of the search process. If you have the searched keyword in a site URL, the chances of showing up in a search is much, much higher. But of course, with this comes “Keyword Abuse” which is when un-related keywords are placed in the URL of a site in hopes that this helps them show up on more popularly search items. Some also know this term as “Keyword Stuffing” but it means the same thing and it’s one of the more unethical SEO tactics. In the past Google and other search engines have banned websites for this offense, in more recent scenarios, it appears that many sites are only being temporarily banned. Google’s Adwords’ Keyword tool is a great place to start when trying to figure out which keywords are strongest and being searched most often.
Social media has had a substantial impact on search results, according to Moz. Sites that would have never shown up in search results in the past are now showing up. This is primarily because of their “social influence” on the web, making SM sites “signals” to other relevant content. This goes to show that inbound marketing is even more important than ever because of the spread from the various social media sites. A business with desirable and noteworthy content on SM sites could have a powerful effect like never before.
This is just a tiny glimpse into the fabulous world of SEO; for more from MOZ :
I have gone ahead and signed up for the free demo on SEO from Distilled:
All said and done, it took about two hours to complete all eight “Search Engine Basics” (that’s reading throughly and participating interactively) Time very well spent I think! I feel confident in my knowledge of SEO and many of its inter-workings.
SEM- AN ASPECT OF SEO
From what I understand about SEM, there are two varying types: Paid and organic- organic meaning of the unpaid type.
According to Sempo.org, the follow are the most common types of paid search engine marketing:
Directory Paid Inclusion
XML (Per-URL) Paid Inclusion
Graphical (Rich Media) Search Inventory
Of course it depends on the firm, the industry and a variety of other factors in determining which types of SEM are necessary or if a combination of the two should be implemented.
A substantial amount of marketing has gone digital, SEO is one of the logical steps to insure that online customers are matched with the right content to help satisfy their wants and needs.