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UNDERSTANDING SEO: A Quick Study on Search Engine Optimization for Business (Part II)

newPart II: Knowing the Right Requirements

We might talk about the importance of SEO to online marketing’s effectiveness, but what do we really know about how it works? Are there key ingredients that get search engines to notice websites?

As a business owner, knowing about SEO and what it does for your business is not enough. You also need to understand how it works and what are its features. What constitutes a good and effective SEO and how it behaves are questions worth knowing the answer to when it comes to an effective online marketing campaign for your business.

Elements – What Constitutes a Good and Effective SEO for a Website?

The secret to a good SEO campaign is to know the most basic elements that a search engine’s algorithm is programmed to detect in a reputable website. Think of these elements as signs. Sometimes when you have to make a big decision, especially regarding your business, you look or wait for some not-easily-perceptible signs that you are about to do the right thing. May it be subtle fluctuations or incidents in the market or a colleague’s assurance, even business owners have to rely on instincts and gut feel. You research and conduct studies, yes, but having been in your line of profession for some time, you also develop a kind of intrinsic radar for business and the market from past experiences.

Search engines, too, look for signs. They meticulously and methodically scan every feature, every word – basically everything in your website. They are looking for specific ingredients that make up the very DNA of your website. These ingredients are the “signs” that your website is worthy to be included in search results, and that its presence will make a significance on the user.

Business owners need to acquaint themselves with such elements that search engines deem important. Creating websites may seem easy, especially if you are just going to commission someone else to do it for you. However, simply creating a website and getting it to achieve its end goal are two different things. Having a website alone is not enough to establish your business in the field or in the consciousness of the buying public.

  1. Words

    Words matter in search engine optimization. Search engines are like keeper of words of the internet, which explains why words play one of the biggest roles in SEO. Words form the content by which websites show off their ability to be informative to their visitors.

    In SEO vocabulary, one word stands out – keywords. The first article of this series explains that keywords are identifiers that can link information together into a pool of alike ideas. Strategic keywords thatare related to your business can improve your website’s ranking in search results, which is actually the real drive of search engine optimization. Having better standings in search results ups the scale of your visibility in the eyes of the buying public. Your visibility, in turn, improves your chances of doing business with them.Title is another word that is significant in SEO. Relevant to keywords, titles are the heralds of your content. They are the ones that announces what your current content will be all about. That is why it is paramount that your title does not only imply in no uncertain terms what your topic is, but it must also contain your keywords as much as possible if not all the time. Having your keywords in the title will give it better weight in search results. Aside from content, each page of a website has a title. It might not be reflected on the page itself, but it shows on the page’s code and in the tab section

  2. Links

    Links are connections between one resource to another or from one webpage to another. In the case of search engine optimization, links translate to recommendations from one website to another, meaning that they certify each other’s usefulness and credibility.

    Putting links of other websites preferably those not of the competition, but from those particularly trustworthy sites like news agencies or information portals, make you seem respectful and appreciative of the knowledge others share. This can help endear you to your peers. On the other hand, when others link your site on their own web page, it means that they trust you and think that your ideas are worth a look through. In search engine language, the presence of such links means good reputation. This will convince search engines that your website is capable of giving reliable information to users.

  3. Reputation

    Reputation is defined by Merriam-Webster as the common opinion that people have about someone or something or the way in which people think of someone or something. In search engine optimization, reputation is an important element because the amount by which your website is viewed by users lets search engines understand your presence in the web. The more that your site is visited and linked, the more that search engines will see it as a good source of viable information for the public. Links to your website by other sites or pages build your online reputation. User experience is the key here. How people who visit your website react to it will show others what they can get out of it.

Characteristics – What is a Website with Good SEO like?

What are characteristics? They are the building blocks of who you are as an individual. In website development, characteristics are what builds your website’s image in the web.

Having your elements down to pat is a good start in seo, but aside from that your business’ website must also be defined by characteristics that are synonymous to good quality. These are attributes that will help visitors see you as a thought leader in your field who takes the time to share valuable information to others, which in turn will make search engines recognize your credibility.

  1. Reputable – A website viable for an effective SEO is clean and reputable – we would always go back to “reputation” because it is the measure by which search engines decide your rank in search results, if you do show up at all, that is. Never engage in blackhat SEO or buying links for your website because they might do more harm than good. Remember, search engines continuously change its algorithms. These algorithms are tasked to monitor websites for such questionable features like shady links. They will always be tailored to figure out if there is anything sketchy within your website.
  2. Engaging – This is a given, a website should always seek to give a good experience to its visitors for this is the only way to keep them coming back and urge them to recommend your website to others. Your website should make visitors feel that every page they visit is worth their time. Your pages must always try to capture the attention and the lasting interest of every visitor. This way they will always look out for whatever new content or information you come up with.
  3. Credible – When you make your visitors feel that they can truly learn something from you, and that the information you share is nothing but quality, you will earn their respect. Building your website as a genuine product will enhances the appeal of your business.
  4. Equipped – An optimized website must have all the elements that are listed above. It should always strive to be continuously adapting to the trends that shape online marketing. Working only to be an even better version of what it used to be, a website must be armed with elements that are acceptable as quality in the eyes of search engines as well as its visitors.
  5. Relevant – SEO is not learned overnight, neither does it stop when you have succeeded to put all the needed ingredients into your website. It is a never-ending learning process. Over time, you will need to assert whether what you have at the moment is still applicable to how the internet and its users behave. There might be things you will need to let go of and some you should think about including into your elements. Try to look at the current trends regarding online marketing, sift through them wisely, and decide what you observe could be the next best thing in search engine optimization.

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Angela is a virtual assistant specializing in content writing, social media marketing, and administrative assistance. Follow her on Google+.
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