Search engine optimization (SEO) has been around as early as 1991, when the growing number of websites fueled the need for an algorithm that could help users find the websites they wanted or needed to access. This brought rise to the very first search engines. Part of the challenge for search engines was deciding how to organize the search results so that the most relevant site would be on top. From then to now, search engines have constantly been updating and upgrading their algorithm to optimize search results for users, and the practice of researching search engine algorithms and leveraging them to increase your website’s position on search engine results pages is known as search engine optimization.
At first, the rules were loose and the algorithms unsophisticated, and some marketers took advantage of this by adopting hacking practices, keyword stuffing, and spammy links to rank higher in search results. These practices are referred to nowadays as black hat SEO and are against many search engines’ policies. Nowadays, search engines have gotten much better at detecting websites utilizing these techniques and quickly demote or ban them while rewarding ones that produce superior and engaging content. The challenge for SEO marketers of the present is to utilize ethical SEO techniques and publish content that holds actual value for site visitors.
How does SEO work?
There are a lot of techniques used in SEO; all of them revolving around two things. First, understanding how the search engine interprets the user’s intent and matches that to websites. Second, predicting how users interact with websites they are matched with through user feedback and trend monitoring.
SEO has become increasingly complex, with experts debating about which parameters truly affect website search rankings and which techniques to prioritize, it can get a bit confusing, but there are a few widely-recognized SEO tactics that have been confirmed either by search engine developers themselves or successful SEO campaigns.
- Website optimization. This is also called on-page optimization and is defined as how you improve your website and its contents to make them more search engine friendly. These include putting keywords in vital elements of the content like meta descriptions, titles, body, URLs, and tags, ensuring the website loads quickly, making the site attractive and navigable for users regardless of their device and browser, and others.
- Link building. Also known as off-page optimization, link building is getting external websites to link back to your website. The more websites that link back to your site, the more search engines will boost it on their search results pages. This makes sense because search engines view links as a vote of confidence from third parties. Remember to monitor the websites that link to you because too many links from suspicious sites could result in your site getting demoted instead. You want links from popular sites that share the same target audience as you, as well as links with good keywords in the anchor text.
- Content production. Obviously, you should populate your website with anything from blog posts and news articles to podcasts and videos to keep your users engaged. When it comes to content, prioritize quality over quantity. Produce content that is valuable to your audience and present it in a clear, up-to-date, and professional way. Ideally, your content should be unique enough that users will be moved to share it and keep coming back for more. Identify which kinds of content click with your audience and use that to develop future content. If you notice that most of your engagement is generated by videos, then prioritize making more videos. If you notice that a certain topic seems to be getting more traction, focus on generating content around that.
- Keyword research. Keywords are how search engines match a user’s search to the content of your website. When a user types “sugar cookies recipe” on a search bar, the search engine algorithm parses millions of web pages to lead the user to the web pages most relevant to their search. By determining the most common keywords searched by your target audience, you’ll be able to craft content to satisfy both users and search engines. Keyword research offers valuable insight into your audience’s search habits: What are they searching for? How many are searching for it? What is their preferred format for that information? The answers to these questions vary greatly depending on the industry, target demographic, location, and many other factors, so take the time to do comprehensive research to cover the most useful keywords to match as many users as possible to your website. Exercise restraint when assigning keywords to your web pages. Too many keywords and search engines will demote your website’s search ranking.
Search Engine Optimization in 2020 and beyond
SEO continues to be an evolving field, especially now when more people than ever have access to the internet. With around 400 million active websites in 2020, and with even more joining the fray in 2021, how do you ensure that your website rises to the top?
- Prioritize user experience. The main priority when developing a website should be the user experience. Sites that are cluttered, unsightly, and difficult to navigate will turn users off from interacting further. Invest in website design, upkeep, and optimization to give site visitors the best browsing experience possible.
- Produce more video or audio content. In the past couple of years, more and more content creators are noticing the rise of podcasts and videos as preferred content formats for consumers. People nowadays live fast-paced and busy lifestyles, so they’re often too caught up or tired to read articles. Videos and podcasts lend themselves well to multitasking, so people can consume content while working. In certain applications, such as instructional content for repairs, cooking, art, and so on, videos provide clearer directions compared to plain text and still photos.
- Optimize for voice search. Voice-prompted virtual assistant apps like Siri and Bixby have revolutionized consumers’ search habits through a phenomenon known as voice search. This shift caused search engines to optimize their results to accommodate longer phrases instead of isolated keywords. Back then, most users would use shorthand when searching, like “interior design ideas” or “thrift store near me”. Now, user search will more likely consist of more natural-sounding phrases like “what are the most popular interior design ideas” or “where is the nearest thrift store”.
You should focus on updating your content to be more aligned with voice search. Use long phrases instead of keywords and pattern your content towards more natural speech patterns.
Moving forward
With how oversaturated the playing field is, you have to do all it takes to keep from falling behind your competitors. Search engine optimization is a complex and time-consuming process but running an effective SEO strategy is key in gaining your footing in the online space. The higher your rank is on the search engines, the more visibility you’ll have, which coincides with more organic traffic and more revenue for online businesses. There is a sea of online resources available for SEO, and by learning more about the different techniques and strategies employed by different industries, you can develop a specialized SEO strategy that works for you.