An important side of SEO is creating your web site straightforward for each users and computer programme robots to grasp. though search engines became more and more refined, they still cannot see and perceive an online page a similar method an individual’s will. SEO helps the engines find out what everypage is concerning, and the way it should be helpful for users.
A Common Argument Against SEO
We frequently hear statements like this:
“No sensible engineer would ever build an exploration engine that needs websites to follow bound rules or principles so as to be hierarchal or indexed. Anyone with 0.5 a brain would need a system that may crawl through any design, analyse any quantity of complicated or imperfect code, and still realize how to comethe foremost relevant results, not those that are ‘optimized’ by unaccredited search selling consultants.”
But Wait …
Imagine you denote on-line an image of your family dog. an individual’s may describe it as “a black, medium-sized dog, seems like a research laboratory, enjoying fetch within the park.” On the opposite hand, the most effective computer programme within the world would struggle to grasp the image at anyplaceclose to that level of sophistication. however does one build an exploration engine perceive a photograph? luckily, SEO permits webmasters to supply clues that the engines will use to grasp content. In fact, adding correct structure to your content is important to SEO.
Understanding each the talents and limitations of search engines permits you to properly build, format, and annotate your website in an exceedingly method that search engines will digest. while not SEO, a web sitemay be invisible to look engines.
The Limits of Search Engine Technology
The major search engines all operate on the same principles, as explained in Chapter 1. Automated search bots crawl the web, follow links, and index content in massive databases. They accomplish this with dazzling artificial intelligence, but modern search technology is not all-powerful. There are numerous technical limitations that cause significant problems in both inclusion and rankings. We’ve listed the most common below:
Problems Crawling and Indexing
- Online forms: Search engines aren’t good at completing online forms (such as a login), and thus any content contained behind them may remain hidden.
- Duplicate pages: Websites using a CMS (Content Management System) often create duplicate versions of the same page; this is a major problem for search engines looking for completely original content.
- Blocked in the code: Errors in a website’s crawling directives (robots.txt) may lead to blocking search engines entirely.
- Poor link structures: If a website’s link structure isn’t understandable to the search engines, they may not reach all of a website’s content; or, if it is crawled, the minimally-exposed content may be deemed unimportant by the engine’s index.
- Non-text Content: Although the engines are getting better at reading non-HTML text, content in rich media format is still difficult for search engines to parse. This includes text in Flash files, images, photos, video, audio, and plug-in content.
Problems Matching Queries to Content
- Uncommon terms: Text that is not written in the common terms that people use to search. For example, writing about “food cooling units” when people actually search for “refrigerators.”
- Language and internationalization subtleties: For example, “color” vs. “colour.” When in doubt, check what people are searching for and use exact matches in your content.
- Incongruous location targeting: Targeting content in Polish when the majority of the people who would visit your website are from Japan.
- Mixed contextual signals: For example, the title of your blog post is “Mexico’s Best Coffee” but the post itself is about a vacation resort in Canada which happens to serve great coffee. These mixed messages send confusing signals to search engines.
Make sure your content gets seen
Getting the technical details of search engine-friendly web development correct is important, but once the basics are covered, you must also market your content. The engines by themselves have no formulas to gauge the quality of content on the web. Instead, search technology relies on the metrics of relevance and importance, and they measure those metrics by tracking what people do: what they discover, react, comment, and link to. So, you can’t just build a perfect website and write great content; you also have to get that content shared and talked about.
Take a look at any search results page and you’ll find the answer to why search marketing has a long, healthy life ahead.
There are, on average, ten positions on the search results page. The pages that fill those positions are ordered by rank. The higher your page is on the search results page, the better your click-through rate and ability to attract searchers. Results in positions 1, 2, and 3 receive much more traffic than results down the page, and considerably more than results on deeper pages. The fact that so much attention goes to so few listings means that there will always be a financial incentive for search engine rankings. No matter how search may change in the future, websites and businesses will compete with one another for this attention, and for the user traffic and brand visibility it provides.
Constantly Changing SEO
When search marketing began in the mid-1990s, manual submission, the meta keywords tag, and keyword stuffing were all regular parts of the tactics necessary to rank well. In 2004, link bombing with anchor text, buying hordes of links from automated blog comment spam injectors, and the construction of inter-linking farms of websites could all be leveraged for traffic. In 2011, social media marketing and vertical search inclusion are mainstream methods for conducting search engine optimization. The search engines have refined their algorithms along with this evolution, so many of the tactics that worked in 2004 can hurt your SEO today.
The future is uncertain, but in the world of search, change is a constant. For this reason, search marketing will continue to be a priority for those who wish to remain competitive on the web. Some have claimed that SEO is dead, or that SEO amounts to spam. As we see it, there’s no need for a defense other than simple logic: websites compete for attention and placement in the search engines, and those with the knowledge and experience to improve their website’s ranking will receive the benefits of increased traffic and visibility.