You’ve probably heard a hundred times that Search Engine Optimization (SEO) is a vital digital marketing tool. But do you really know how SEO works? Even if you have a basic understanding of what it entails, you may still not have a solid grasp on this complex and multifaceted process.
SEO is made up of multiple elements, and knowing what they are and how they work is key to understanding why SEO is so important. In short, SEO is crucial because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. Check out the SEO tools you can use for optimal ranking.
- Ranking Algorithms
Ranking algorithms are the technical tools that SEs use to determine how a site is positioned in the search results. From this position, higher ranking sites are more relevant. That means if your site is listed in the second page of search results, you are more relevant than someone who is listed in the fourth page.
A lot of the factors that decide ranking algorithms are beyond the scope of this article, but what matters is that SEs look at a lot of data to determine how you are ranked. They look at your website, along with the pages it’s linked to and how popular those pages are. In the end, the algorithm ranks your site on the basis of your site’s relevance, popularity and keyword density. This gives site owners an advantage that nothing can take away.
- Content and Keyword Usage
Your content’s relevance and keywords are the most important factors in ranking. SEs look at the words used in your content and how frequently they are used. In the past, they also looked at the page’s popularity. But there’s no need to worry about that anymore. Now SEs look at your content in the context of your entire site. This means that an article posted in another page does not negatively affect your site’s ranking.
- On-Page Factors
The on-page factors SEs look at include: title tags, meta tags, anchor tags, keywords in the body, and keyword density. Keywords in the head are also taken into account, but they’re not as significant. SEs will also evaluate how popular the pages that are linked to your site are. If these popular pages have a low keyword density, your ranking will be negatively impacted.
It’s important to know that it’s not just a question of knowing the technicalities of ranking algorithms. There’s a whole host of factors SEs take into account to determine how your site is ranked, and the most important one is relevancy. How frequent and relevant your site is, will determine how high you rank.
How high your ranking will be is up to the other pages that are linking to your site. Keyword density doesn’t always equal relevancy. And when it comes to relevancy, you really need to focus on the keyword that you want to rank for in your domain.
When it comes to how relevant your site is, it’s very hard to tell what the ranking factors are. The only way to find out is to submit your site to an indexing service that specializes in website indexing. After a few days, you can get the data from these indexing services.
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