Nowadays, search engines may just be your number one marketing tool. It is no longer good enough just to be online, these days, you have to be found. SEO is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results by making improvements on and off your website in order to gain more exposure in search engine results. More exposure in search engine results will ultimately lead to more visitors finding you for the right reasons and going to your website with these visitors being potentially converted into customers.
To understand what Improvements affect search engine results, first we need to get the goal of the search engines themselves which is to find and understand all the content out there on the internet and then quickly deliver relevant and authoritative results based on any phrase that a user might be searching for.
Relevance: they are able to understand quite a bit about semantic and thematic connections between words and content. For example, when a user searches for something like Mombasa Hotels, search engines will analyze all of the pages that they've ever visited and pick out the pages that they believe are the most relevant to Mombasa hotels. They determine this by evaluating different factors, including how your content is wrtten and implemented in code, as well as how other websites around the internet are linking to you. This is a very important concept to understand, because search engines make a clear distinction between content that's about Mombasa hotels versus content relevant for other phrases like Mombasa Resort or Beach Getaway.
Your authority on the web depends links by websites of good repute to your site. These links are considered as votes cast on the credibilty of your website. This does not mean a paid link from a shady site that reads "we'll market your content for this much money" counts. Remember I said reputable sites. Think of it as a weighted democracy where some votes count more than others. Also having your site SSL certified increases your authority on the large and lawless world wide web.
Optimizing your content may involve editing your site's content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links is another SEO tactic.
Search engine tend to change their algorithms, impacting a websites placement, possibly resulting in a serious loss of traffic. It is considered wise to keep in mind that SEO services are hired to last as long as your site does. SEO is a never ending service.
Also note that as of May 2015, mobile search has finally surpassed desktop search. Google is developing and pushing mobile search as the future in all of its products and many brands are beginning to take a different approach to their internet strategies, and so should you!
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