search engine optimization
With over 1.7 billion websites on the internet, and new ones being created every second, how the hell are you supposed to stand out? In this guide, we'll show you what it really takes to drive visitors to your website via the power of SEO — even if you just created your website today.
What is website SEO in 2020?
SEO stands for search engine optimization and it’s the process in which algorithms figure out how to rank content within search engines. It doesn’t just apply to Google. SEO principles can be applied to almost any platform that has a search engine — YouTube, Bing, Etsy, and Pinterest just to name a few. However, because we are talking about website SEO, we’ll mainly be talking about Google SEO.
SEO requires both technical and artistic skill to get right, but don’t worry if you’re a non-technical person. On the technical side of things, you just need to understand how Google “crawls” and “indexes” the web to find content. On the more artistic side of things, you need to learn what makes great content that ranks high in Google's SERP (search engine results pages).
The primary reason why SEO is so important is that it drives free traffic to your website. And by free I mean it’s organic.
How Google actually works
Back in the mid to late 1990s, Larry Page and Sergey Brin wanted to find a way “to organize the world’s information and make it universally accessible and useful.” In the early days of Google, most online search engines would categorize websites, and their content, based on how many times a specific keyword popped up on a page.
For example, if a website wrote an article on “how to get rid of the flu,” content would be ranked in search engines based on how many times the phrase “how to get rid of the flu” would show up on the page. I’m overgeneralizing a bit here, but it’s essentially how search engines knew what content to show users.
However, this had major flaws. If you think about it, this meant that many people could game search engines with bad content that would ruin a user's search experience — simply by stuffing their content with keywords.
And in some naughty cases, websites would add a section on their page full of keywords that were the same text color as the background of the web page. This way the human eye wouldn’t be able to see them, but search engines would. Sneaky sneaky.
How Google determines local ranking
Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search. For example, Google algorithms might decide that a business that's farther away from your location is more likely to have what you're looking for than a business that's closer, and therefore rank it higher in local results.
Relevance
Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.
Distance
Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.
Prominence
Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.
Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.
There's no way to request or pay for a better local ranking on Google. We do our best to keep the details of the search algorithm confidential to make the ranking system as fair as possible for everyone.
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