This is a guest post by Sachin
SEO isn’t just about search engines. It’s about the ability of search engines to access your content. It really is that important. Search engine optimization is really about making yourself and your website materials findable. Despite the almost infinite amounts of information available about SEO online, there’s nothing “mystic” about this process.
Search engines, basics
Search engines are basically live databases. To operate a database, you need structure and organize data you also need structure. These structures are used by search engines to produce search results. Obviously, the more search engine friendly your website is, and the better organized your data and keywords, the more accessible to a search engine your website will be.
Search engines update constantly, using “spiders”. Spiders collect information about websites, make copies of relevant data, and follow links to and from websites. They also collect keywords as part of the search organization process. This information is what the search engines have to work with, when searching and ranking your site.
If this sounds to you like there are any number of opportunities for making a real mess of your website and shooting yourself in the foot, that is the case.
Commercial websites in particular suffer from a combination of these factors. The basic fact is that the websites simply do not provide enough information.
For example, say you’re a website for commercial electricians. Your information is as follows:
- ABC Electrical Contractors
- Location – Anywhere, USA
- Services –
- Electrical installations
- Electrical maintenance and repair
- Electrical works certification
Looks okay, doesn’t it? It isn’t. Is a matter of fact there are quite a few things wrong with this structure. There are important points missing:
- Domestic electrical services
- Commercial electrical services
- Industrial electrical services
- 24/7 Electrical services
- Electrical contract services for property management
- Master electrician
- Certified electrical systems engineers
These extra services actually constitute most of the real business of this electrical firm. A search for “electricians Anywhere USA” would rank the original information much lower than the website with the additional information.
Website content, conversions, links and SEO
Search engines also form a current picture of the value of the website by using a real time monitor of the website’s content, conversions and links. This information relates directly to page ranking. A website with a large amount of relevant content, large numbers of conversions (things like downloads, product purchases, forum comments, forms etc) is naturally ranked higher than a website which isn’t performing.
Website content also includes large amount of material which is directly relevant searches. This material may include blogs, white papers, technical information and other useful, search-related information. Search Engine Optimization really isn’t a guessing game, it’s an evaluation of available data.
SEO experts evaluate all information related to your business and your website, and then design and construct the website’s content and copy for best results. The results can be remarkable, quite literally taking a page with a 300+ ranking up to the top of the search.
If you’re finding your search ranking doesn’t budge, however hard you try to improve your SEO content, consider getting professional help.
