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Displaying items by tag: search engine optimization
Saturday, 25 September 2010 21:19

What is Search Engine Optimization?

Search engine optimization is the process of modifying a websites content and code, so the website can achieve a higher ranking in a particular search engine. If someone is searching online for gutter repair, and you’re a company that services gutters, then the goal is to show up on the first few pages of search engines for the keyword phrase “gutter repair”. Having your website properly optimized for the popular search terms in your industry, will help generate more website traffic and more leads.

How do search engines decide which websites to show when a web surfer conducts a search query? Every search engine has a formula that they use to determine which website pages they will serve.  This formula is known as an algorithm. Companies who specialize in SEO (search engine optimization) specialize in understanding search engine algorithms so they can properly program your website to perform favorably in keyword searches. However, a search engine’s algorithms are not exactly published information, but rather a bit of a trade secret. One component of algorithms is the keyword relevancy.  The more relevant keywords your site uses, the better it performs. When search engines first developed algorithms, programmers simply stuffed website meta tags (code) with keywords. This method has become outdated as algorithms have evolved and become more complex.

One new method that search engines use to rank pages of a website is link popularity. Link popularity is a way for the search engine to determine just how relevant a web page is to a certain search term. For example, if you are a real estate development company and you sell homes, having a builder link to your site from keywords like “Denver homes for Sale,” would help your site’s link popularity.  Three things to consider are the relevancy, quantity and quality of the links. If the site linking to you has a poor ranking or worse yet, is blacklisted, then those links can count against you. Likewise, if you don’t link from relevant sources using relevant keywords, the links can also hurt you, rather than help you. For instance, if your sister owns an ice cream shop and she links to your real estate development, search engines will see little relevance between “ice cream” and “real estate”, thus the link will probably not help much if at all.

Building link popularity and keyword content are just two of the many things that can affect your website’s search engine ranking. For more information about search engine optimization, visit us at or contact us today.

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