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Divan Erasmus
Jan-9-2013
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Chapter 01

Section 01

Search Engine Optimization is the process of making improvements in order to gain more exposure in search engine results. Exposure in search engine results will ultimately lead to more visitors finding you for the right reasons. Understand what improvements will affect search engine results, step back and understand the goal of the search engines.

 

Search engines are trying to find content on the Internet, and deliver relevant results on any phrase that a user is searching for. Let’s talk relevance. User searches for hotels, search engines show results relevant to hotels. Search engines analyze the web pages they’ve visited and pick pages that are most relevant to hotels.

 

They determine this by evaluating different factors, including your content written and implemented in code, as well as other websites linking to you. All is stuffed into a big, complex, algorithm. At the end a search engine is then able to rank and display web pages in order of relevance to that phrase the user just typed in, Hotels. Important to understand, search engines make distinction between content about Hotels versus content relevant for phrases, like resorts or a getaway. Search engines are able to understand semantic and thematic connections between words.

 

Example: crates. A search engine knows pages selling crates are relevant to that search, but also knows websites about carriers are also relevant. It knows that a SEO site promoting shipping and delivery might also be relevant to that search, perhaps less.

 

Other factors that influences search engine is Authority. In more words, on the large Web, anyone can post anything, is your website a trusted place on the Internet the search engines want to show? Search engines determine authority of a web page by evaluating what other websites think of you; this can be measured through links that are pointing to your website. Think of a link as a vote.

 

Web page linking to your website is like saying, I trust your content, I am willing to send traffic to your site. It’s trust, and search engines pick up on this as they read, evaluate, and store data they find on pages of the Internet. Important to know that this is not a contest to accumulate the most votes on the Internet.

 

Search engines safeguards prevent this kind of abuse; instead place an emphasis on quality of a link. Example, search engine trust a link if it comes from a respected or related site, like a leading blog or a Nonprofit, government agency involved in your field. Link coming from a month-old site, nothing to do with your industry, saying “I’ll link for dollars” is not valued. From the search engines’, links are more effective than others vote to your website, determining your authority.

 

You might think this system a democracy; some votes are worth more than others. Understanding how important both relevance and authority is to a search engine will help improve and lead to better search engine visitors to our websites.

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