SEO has been known to cause a fair amount of FOMO (fear of missing out) among marketers and content creators. That’s because there is constantly something new on the SEO horizon, and it can feel almost impossible to keep up. Ceralytics chief strategist Brandon Andersen calls SEO “an ever-changing monster that is both exciting and terrifying.”
Still…that’s no reason not to try to tame the SEO beast and share some of its latest (at least as of this writing) developments. So, here goes, from the basics on up. If you already know the basics, feel free to wait for Part II next week, when we will discuss what’s changing in SEO.
What is SEO?
Search engine optimization is the process by which content creators attempt to increase the organic, or unpaid, visibility of their websites so that search engines will rank them higher on the SERPs (search engine results pages) that appear when users enter their search words. How able a website is to provide relevant answers or information affects where on the SERPs it will land. And because 92% of searchers click on sites with a page one position, landing there is paramount to SEO.
What is a search engine?
A search engine is essentially a software system that searches the Internet for information. When someone says, “Let’s Google it,” they’re referring to the search engine (Google, in this case, which is now as much a verb as a noun) that’s going to give them what they’re looking for. Google, YouTube (which merged with Google), Bing and Yahoo are well-known search engines, but there are several more out there crawling for information.
What is crawling?
While it’s all very technical, a search engine crawler (also called a spider or indexer) is a program or automated script (a list of commands that can be executed without user interaction) that methodically scours all the web pages on all the websites across the Internet to bring updated data to the various search engines. Search engines compete with one another to be the best provider of online information, which is why they’re so darn picky about their rankings.
How do search engines rank websites?
It’s a secret. Really. Search engines rank sites with algorithms that involve hundreds of different signals, but the developers behind those algorithms don’t want to – or have to – disclose their practices. This is primarily to prevent SEO manipulation, the deceitful and unethical practice of attempting to rank higher among search engines by stuffing content with superfluous keywords, backlinks, adjusting HTML attributes, or other measures that ultimately mislead consumers to sites that don’t really offer what they’re looking for.
Read Part II of our blog next week, when we’ll discuss what’s coming to SEO (or already here), what’s waning, and what will always be relevant.
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