Search engine optimization (SEO) is often about making small modifications to parts of your website.
When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results. You’re likely already familiar with many of the topics in this guide, because they’re essential ingredients for any web page, but you may not be making the most out of them.
You should build a website to benefit your users, and any optimization should be geared toward making the user experience better. One of those users is a search engine, which helps other users discover your content. Search Engine Optimization is about helping search engines understand and present content.
As you can see, the foundation of good SEO begins with ensuring crawl accessibility, and moves up from there.
Crawl accessibility so engines can read your website
Compelling content that answers the searcher’s query
Keyword optimized to attract searchers & engines
Great user experience including a fast load speed and compelling UX
Share-worthy content that earns links, citations, and amplification
Title, URL, & description to draw high CTR in the rankings
Snippet/schema markup to stand out in SERPs
How Does keyword SEO Work?
Google (and Bing, which also power Yahoo search results) score their search results largely based upon relevancy and authority of pages it has crawled and included in its web index, to a users query to provide the best answer.
Google uses over 200 signals in scoring their search results and SEO encompasses technical and creative activities to influence and improve some of those known signals. It’s often useful to not focus too much on individual ranking signals and look at the wider goal of Google, to provide the best answers for its users.
SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides an excellent user experience, with useful and high quality, expert content that helps answers the user’s query.
Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking. SEO can therefore also include activity to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example.
Relevant and reputable websites linking to a website is a strong signal to Google that it might be of interest to its users, and can be trusted to appear in the search results for relevant queries.
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