24 Jun What Lies Behind the Magic of SEO
A few months ago, Google algorithm has changed, introducing the ‘mobile-friendliness’ measure. Since, everybody has been hearing about search engine optimization offers and many think it would solve all their revenue generation-related issues and overcome any business model shortage. More or less, many refer to SEO as Magic. Which is not! Here is a short definition of SEO, which will be followed by the main criteria impacting your ranking in search engines results.
Search Engine Optimization is is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results. Often referred to as natural, organic, or earned results. The earlier or higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. Two main criteria used by search engines to rank your website are:
- Quality of your website itself - On-Site SEO. Is the code clean? Is the content structured and relevant? Is the speed time optimized? Is the website mobile-friendly? Several kind of errors are detected by search engines: visibility, meta, content, link, image and semantic errors. Age of domain, existence of a sitemap and a blog feature, quality of internal linking are additional factors that matter too. Thus, the first way to improve your SEO is to monitor and enhance the quality of your website.
- How well your website is recommended in the whole web ecosystem - Off-Site SEO. How many other websites or emailing or social networks links redirect to your website? How are ranked the websites that redirect to yours? Establishing a good backing strategy go hand in hand with both an audit of your current referrers & performance analysis of existing backlinks, and a competitive benchmark highlighting best practices of the industry and similar ones.
Once you have taken care of both On-site and Off-site SEO dimensions, your ranking should be improved. Remember however that improvement might take time (scans made by search engines are not done on a daily basis, so actions and efforts might not be taken into account immediately). So do not trust SEO ‘magicians’ who promise the earth, and by the earth I mean being ranked among the first results of the first page in less during the first month. Besides, Google regularly changes its algorithms and those ones vary – wether your visitors use desktop pr mobile or are located in New York or Paris for instance.
As a conclusion, any short-term goal for a website should be driving traffic. And as SEO remains an important source of traffic, you definitely need to establish and deploy a good SEO strategy. Your ranking would be positively impacted and your results boosted. But keep in mind effects are not immediate and results can not be quantified a priori because Google or Microsoft are the only one knowing the secret formula. SEO is not about magic, it is about analytics and content management!