How Does Search Engine Optimization Work?
How Does Search Engine Optimization Work?
Many of you have heard of search engine optimization, but have yet to grasp the power of a top ranking for a competitive or semi competitive keyword.
Each day millions of people log on to the web in search of:
Products
Services
Expert Advice
Entertainment
Social Engagement
While search engine optimization typically deals with the first 3 criteria, it reach and scope can encompass virtually any type of online endeavor whereby an individual is using some keyword or key phrase and enters that keyword or phrase into a search engine and clicks enter.
What happens next is a search engine repository which crawls and indexes web pages has stored a snapshot of millions of pages (typically then refining them to the top 1000 pages for that keyword).
After the top 1000 seed set (otherwise known as the authority set) of documents is collected, they are ranked ordered by algorithms that assess:
The pages relevance based on keyword usage, proximity and continuity.
The pages reputation (both within the site via internal links and off site links from other sites).
The trust of the domain (who they link to and what type of sites link to it) and...
The authority of the domain (newcomer, seasoned site with content, aged site with high link citation, etc.).
Based on the prominent flavors of the algorithm, they return the top 1000 results in order of significance. But what does this mean to you, your website or your business?
If you understand that you must first identify a series of keywords based upon the basic premise of commerce and create enough content or citation for those keywords and then promote them, then you understand SEO.
For example, one metric that is useful to identify the competitiveness of saturation of a keyword in search engines is by using phrase match in a search query.
Phrase match implied putting a keyword "in quotes" in a search and then hitting return. What this does is eliminates the noise of a broad match query, meaning instead of seeing results 1-10 of 4 million results, you may see results 1-10 of 65,000 results.
In which case, that number allows you to determine how competitive the barrier to entry is for that keyword.
If you also understand the various benchmarks associated with the keyword (such as performing a search and determining the site in the top 10 results) you can assess if the sites are ranking on authority (a powerhouse site with a few pages on the topic), inurl exact match domains (like widgets.com ranking for widgets), a commercial site (with tons of pages, internal links and inbound links from other sites), or if its .edu or .gov sites (which much like Wikipedia can be difficult to outrank without the appropriate strategy.
If you can find a keyword that is within the SEO ceiling of your website, determine that by taking the most competitive keyword driving traffic to your website, then placing it "in quotes" in a Google search, then you know with some content, internal links and enough peer review or citation (links) from other sites, you can also rank for a keyword in the same ballpark with some effort.
As an example, a website with 100 pages or less without citation could potentially rank for keywords up to 50,000 competing pages with little effort.
After that, they would have to understand principles like theming and siloing (adding a relevant theme/topic and then adding subordinate articles or landing pages) to increase relevance for specific keyword targets.
The difficult part is choosing the right keywords, understanding the barrier to entry (to offset competition, trust and age factors of the sites currently occupying those positions) otherwise known as "relevance score" and crossing the tipping point for the on page and off page factors necessary to acquire a competitive position.
Positioning is the objective, so rather than rely on a "one keyword wonder" approach, the most successful keyword campaigns are derived from understanding the model of natural language processing (NLP) and semantic connectivity.
In layman's terms writing keyword or synonym and modifier-rich content for your on page or on site optimization (not keyword stuffing or writing gibberish) and then coupling that with an off page or offsite SEO strategy (promoting your website and getting links) and using a specific type and number of links to offset competitors is the nuts and bolts of SEO.
Understanding the various nuances for making the granular changes necessary for an unoptimized site or setting a website up properly from the onset can cut the time to the top 10 significantly when executed in tandem with a solid, yet diverse link building strategy.
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