SEO stands for search engine optimization, and is a very important aspect of digital marketing and building brand awareness. Popular search engines, such as Google, have specific algorithms that help them organize content. This is how Google brings up relevant information from organic search queries.
Most users never make it past the first page of search results, so you want your content to appear on the first page, preferably at the top so it’s the first thing they see. To reach this goal, you need a consistent SEO strategy and well-tracked analytics.
SEO through Google is completed in three general steps: crawling, indexing, and ranking. When these three steps are combined successfully, you reach better visibility.
The search engine sends out web crawlers, also called “spiders” or “robots,” to find pages and record information about them. Their objective is to find new web pages and see what updates have been made to previous pages. The search engine uses already stored links and expands on those to see what else has been published.
After the search engine crawls the pages, it decides if they’re “good enough” to be kept in Google’s storage. If the pages are considered useful, they are stored and can be easily retrieved later. This is called indexing. If the content from pages are duplicates, considered spam, or couldn’t be crawled for some technical reason, they won’t be added to the index.
Content that has been added to the index will be pulled from and ranked when relevant search phrases are typed in. This is when keyword research become important. Keywords are how the Google search engine tells what information is relevant to the search query. The more optimized your content is for keywords, the more likely you are to be ranked in the search results.
Search engines analyze the relevancy and authority of your content, measuring it against its popularity on the internet. Here are some tips to help your website rank higher:
Search engines' goals are to provide users with the most relevant answers to their questions. SEO can be a confusing topic, especially considering that it is constantly evolving. It’s important to stay up-to-date with SEO to find what works best for your company.
To increase brand awareness and authority, you’ll need a consistent SEO strategy included in your marketing campaigns. Schedule a call with us and we will help you create an SEO strategy that is personalized to your digital content and goals!