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Benefits of Search Engine Optimization
Digital marketing relies heavily on search engine optimization (SEO) because it is the major means by which people find information on the web.
Results are provided in an ordered list, and a site’s traffic tends to increase as it rises the list’s ranks. This means that 40-60% of the traffic for a given search query goes to the first result; results two and three receive far less traffic. Only 4% to 5% of searchers go any further than the first page of results. As a result, even a slight rise in search engine ranks can result in more traffic and, in turn, more business for a website.
In order to get an advantage over their competitors, many companies and website owners may try and manipulate search results to put their site higher on the search results page (SERP). This is where search engine optimization comes into play.
How Does SEO Work?
A search engine’s algorithm or system of rules determines which pages to show when someone types in a query in Google, Bing, or Yahoo. These algorithms have grown in complexity to the point where they now consider hundreds of ranking parameters, if not thousands. The quality of a site and where it should be ranked are determined by three key variables that search engines properly assess:
1. Link: Link popularity is a major factor in how high a website will appear in search results. Because other websites’ links might be interpreted as a seal of approval, and website owners are unwilling to link to low-quality competitors. A site’s authority (or “PageRank” in Google terms) rises when other sites connect to it, especially if those other sites are authoritative in their own right.
2. Content: Search engines not just look at links, but also at the content of a webpage to see if it’s relevant to a particular search query. Creating content that is geared to the keywords that search engine users are looking for makes up a big portion of SEO.
3.Page structure: Finally, page structure is a critical factor in SEO success. The way HTML code is structured can affect how well a search engine evaluates a website because webpages are created in HTML. Site owners can boost their site’s SEO by include important keywords in the title, URL, and headers, and by ensuring that the site is crawlable.