What is SEO?
SEO stands for “search engine
optimization.” In simple terms, it means the process of improving your site to
increase its visibility for relevant searches. The better visibility your pages
have in search results, the more likely you are to garner attention and attract
prospective and existing customers to your business.
How does SEO work?
Search engines such as Google and Bing
use bots to crawl pages on the web, going from site to site, collecting
information about those pages and putting them in an index. Next, algorithms
analyze pages in the index, taking into account hundreds of ranking factors or
signals, to determine the order pages should appear in the search results for a
given query.
Search ranking factors can be
considered proxies for aspects of the user experience. Our Periodic Table of
SEO Factors organizes the factors into six main categories and weights each
based on its overall importance to SEO. For example, content quality and keyword
research are key factors of content optimization, and crawlability and
mobile-friendliness are important site architecture factors.
The search algorithms are designed to
surface relevant, authoritative pages and provide users with an efficient search
experience. Optimizing your site and content with these factors in mind can
help your pages rank higher in the search results.
Unlike paid search ads, you can’t pay search engines to get higher organic search rankings.
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