Search engine optimization (SEO) improves and increases the amount and quality of organic traffic to a website by improving the site’s search engine visibility. So search engine optimization aims to get your website as high as possible in the search results with keywords and search phrases that describe your product or service.
Search engine optimization is not a quick process because search engines consider numerous factors when determining search rankings. In addition, competition to improve organic visibility is constantly increasing.
The website’s search engine visibility is roughly divided into three factors:
- The technical design of the site
- The content of the site
- The external factors of the site
This article reviews all of the factors and provides recommendations for steps you can take to improve your site’s search visibility.
Why is Search Engine Optimization Important?
According to research, ~ 88% of people who hear about a new product or service go first to google.com and search. This is why Search Engine Optimization is essential – it is the most effective way to get people to your website. Shopping behavior has changed dramatically over the last 20 years, and people want information about your product before contacting you and searching Google for this information.
~ 89% of Google users browse only the first page of search results. If your site is not found on Google’s first search results page, the likelihood that a potential customer will find your company’s products or services will decrease significantly.
When someone wants more information about your product or service and enters a search on Google, make sure you can find and share that information on your website!
By improving your site’s organic rankings with keywords relevant to your business, you will drive quality and free traffic to your site. So no traffic is paid for organic traffic, so a well-search engine-optimized page collects traffic for free.
How are search engine optimization results measured?
In search engine optimization, it is essential to actively analyze and track website traffic. Google Analytics can be used to track where and how much traffic your site receives and what visitors do to your site. Google Analytics is an essential tool for search engine optimization. It keeps you updated on what’s happening on your site and whether you’re doing the right thing about search engine optimization.
In addition to visitor data, it is essential to measure, e.g., the development of search engine visibility (how well your site ranks for keywords relevant to your business) and the number and quality of external links.
Technical optimization of the site
The high-quality technical implementation of the website ensures that Google’s crawlers find all the pages on the website. Thus add them to Google’s database (indexing). If the page isn’t in Google’s database, it can’t be found by Google search either.
Also crucial for search engine visibility are site structure (internal site linking), URL structure, site speed, and mobile friendliness.
The site’s user-friendliness should also be considered as part of search engine optimization. As Google interprets people’s behavior on the site and drops or raises pages in search results depending on whether people like the site or not.
What issues are considered in technical search engine optimization?
Search engine crawlers access the site.
If Google’s bots can’t read your site’s content, your site won’t be able to access Google’s database either. And if your site isn’t in Google’s database, it won’t rise through Google search. Your site can’t collect organic traffic from Google! Search engine robots can be blocked from accessing your site if you don’t want pages under development to result in search results. However, you must always ensure that the indexing block is removed when publishing your pages at the latest!
The number of pages in the Google index
You can check the number of pages crawled by Google
by searching for <website> on Google. If the pages are crawled too much or too little, there is probably a problem with the site.
A broken link is a link that takes you to a 404 page. A large number of broken links makes it difficult for the user to navigate the site. In addition to which it is a sign to the search engines that the usability of the page is poor. This affects the search engine visibility of the site.
An XML sitemap is a file for search engines to contain the URLs of all the pages you want to add to a search engine database. A sitemap is like a table of contents. For a site that allows search engines to find all of the site’s URLs. Make sure your site has a working Sitemap.
Google has officially stated that it prefers sites behind the encrypted HTTPS protocol in search results. If a visitor has to log in, fill in personal information on the forms, or make payments while on the site, it is recommended that you also use HTTPS for better security. An encrypted connection can also increase visitors’ sense of security and improve site conversion.
The speed of a site, or how quickly a site loads, is part of Google’s search algorithm. However, it’s not just a matter of focusing on speed just for search engine optimization; it’s also a massive factor in a site’s usability and thus in terms of conversion. In less than two seconds, pages should load.
The site’s mobile-friendliness is part of Google’s search algorithm, and mobile-friendliness will be seen as an increasingly important part in the future. The number of mobile users has already overtaken desktops, so the site’s mobile friendliness also substantially impacts the user experience.