Ever wonder how search engines like Google, Yahoo, and Bing work and how they relate to your business? How can Google, Yahoo, and Bing direct people to your website and blog?
Enter search engine optimization (SEO) and, as Search Engine Land defines it, “It is the organic process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial,’ or ‘natural’ search results on search engines.” So, how does SEO and content (on your website and blog) work together?
As the diagram shows, search engines find and collect keywords that are on the content of your website/blog. When someone goes to Google and types in what he/she is looking for, Google uses its own tool, called an algorithm, which churns out the search results. Google will list the search results as according to highest ranking.
All search engines work this way and they have their own unique sets of algorithms, the way they process and present their search results. Google leads the way among the search engines because it is the most popular. In fact, Google accounts for 80% of all internet searches and directs everyone’s web traffic towards what each person is specifically looking for – websites, blogs, YouTube videos, just to name a few.
What makes up Google’s search algorithms and how can we tailor our content to make people find our website/blog easier? There are many components that are included but the major ones are words, titles, links, words in links, and reputation.
As mentioned earlier, Google collects huge amounts of data such as words and, using its own proprietary algorithms, will process, narrow down, and churn out search results according to the search words used. So, in terms of content, keywords or the niche words that your target audience will likely be using to search, is critical because these words will help direct them to your website/blog. Yet it’s important to stress that it’s the quality and the content of your website/blog that will keep your audience interested and engaged.
Searchenginepeople.com, says one of the top trends in 2017 for content marketing is the increased focus on optimizing videos, specifically YouTube videos. They point out Cisco’s VNI Mobile report which shows an average mobile phone user accesses an average of 32 videos a month. Thus, it’s a great idea to also include SEO keywords in the video descriptions of your YouTube videos and YouTube channel site so your videos will pop out in Google’s search results.
Every web page has a title but you can only see it behind the scenes, embedded in code. When you’re using WordPress or another similar software, WordPress will create the title of the web page for you. Google looks at and collects these web titles also because these titles will more often than not summarize what the web page is all about. The creators of WordPress understand this search factor and so they designed their software to complement Google in this regard.
Links to other websites matter as well. Google places a premium on this because when one website is linked to another website, this usually indicates to the user that the website is recommended and worth looking into. When a website gets many links over time, this draws users to it (that’s web traffic)resulting in increased visibility. Google and other search engines pay attention and thereby helps increase the website’s visibility by elevating it in Google’s search results rankings.
Words in links
We’ve previously discussed how SEO words matter in the content that is shared on the internet and how Google collects and processes them, and so it follows also that the words with links will also matter. A good example of this is, say you wrote on your blog I love Starbucks coffee and you created a link in the word coffee using Starbuck’s site. Google will pick this up and associate the word coffee with Starbucks. So the next time another person types in the word coffee, Starbucks’ site will be listed and will be highly ranked.
When a website/blog consistently publishes fresh, interesting and compelling content, then consistently gets linked, mentions in social accounts like Facebook and Twitter which creates a community organically, the website/blog builds its reputation over time. Google and other search engines pay close attention and reward the website/blog with a higher ranking in its search results. Starbucks is a great example. They built their brand, increased their visibility and reputation, and they rapidly grew their customers worldwide with the help of their website, blogs, and social media. They showcase their expertise in coffee from the farmer who grows them to the baristas who brew them. Starbucks has its own YouTube channel filled with lots of videos ranging from how-tos to short features. Starbucks just added toasted coconut brew, a new coffee in its menu. Searching the words coconut brew in Google gives this result.
In summary, SEO and content complement one another. SEO help direct web traffic to the website/blog and the quality and added value that your content provides will keep your audience interested and engaged. When these two are working well and are clicking on all cylinders, your business will grow in no time at all.
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