Search Engine Optimization (SEO) is the practice of optimizing web content to rank higher in search results, using research, planning, implementation and monitoring campaigns for enhanced web visibility in organic search results on search engine result pages (SERPs). Searches take place annually with billions being conducted every second worldwide on average – SEO work can greatly influence brand, product and business growth by driving more visitors directly to it; making SEO one of the most cost-effective forms of advertising available to businesses today.
What Is Local SEO? Local SEO refers to search engine optimization that targets specific geographic regions by using geo-targeted keywords and making sure all other relevant website data is accurate, consistent, and complete.
Google uses numerous factors to rank pages geographically. As a general guideline, using one URL per piece of web content makes indexation simpler for search engines like Google.
In this chapter, you’ll explore how search engines work and how they determine the order in which websites appear in search results pages. Search engines use software called bots to “understand” the Internet’s vast network of websites and identify those which provide the most beneficial, authoritative pages that meet any query made – these pages become top search results.
When users enter a search term into the search bar of a website, bots consider hundreds of ranking factors before selecting which webpage will be shown to the user. These ranking factors include both on-site (such as embedded into its design) and off-site factors such as inbound links or social media engagement that could impact its rankings.
Ranking factors are weighted according to three criteria: the importance of the search query to the user, competitiveness of keywords used and relevancy of webpages to that search query. As a rule, popular searches tend to contain highly competitive keywords with relevant and up-to-date information usually ranking highest on SERPs. To truly comprehend all these complex aspects, take an inclusive approach towards SEO.
