The art and science of the SEO

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The art and science of the SEO

Nowadays the SEO is a fundamental key to the success of your online business. Search Engine Optimization lies on improve rankings, drive traffic, and increase awareness in search engines. There are aspects that make the search engines understand, some of these are; titles on the website, description, internal and external links, page’s structure, and others that we are gonna see further of this post.

Sometimes marketers only focus on enhance the website’s rank, and forget that the website is for the users, they need to come back and fall in love with the content and design of the website. Please don’t misunderstand me, both need to be at the top, great content + technical process of the SEO.

It’s important to understand that the major traffic your web can get is by search engines like: Google, Yahoo! and Bing. Let’s see the market share of these famous search engine:

statistics of search engine market share

Search engines work as answer machines, they process the queries from the users and through of billions of documents, give back to the users two things: first, returns the results that are important and useful to the user, and the second one is giving the users the most ranked results depending of their popularity.

To search engines, the relevance is more than matching words, in the beginning of their lives yes it was, but nowadays the search engines have gone beyond about the relevant and they have developed an algorithm that hundreds of factors influence directly the relevance. Respect to the popularity, the search engines assume that the more popular website is due to the content it has.  

The Data Science team at Moz, lead by Dr. Matthew Peters, ran an extensive correlation study to determine which features of websites and webpages are associated with higher search rankings. For the first time this year, Moz partnered with several data partners to enhance the study, including SimilarWeb, DomainTools, and Ahrefs.

Note that these factors are not "proof" of what search engines use to rank websites, but simply show the characteristics of web pages that tend to rank higher. Combining this understanding with both experience and knowledge of search engine algorithms can help lead to better SEO practices.

google analytics moz seo abacus marketing solutions

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.

It’s also important to consider how the CTR (Click To Rate) is affected by the the SERPs position of the website. The CTR drops considerably by the search rank position, from the average of 36% on the first page to 4% on the second pagerank.

The complicated algorithms of search engines may seem impenetrable. Indeed, the engines themselves provide little insight into how to achieve better results or garner more traffic. What Google do provide us about optimization and best practices (these can be a little bit technical but is good to check it out and research them) are described below:

SEO Basics

  • Create unique, accurate page titles

  • Make use of the "description" meta tag

Improving Site Structure

  • Improve the structure of your URLs

  • Make your site easier to navigate

Optimizing Content

  • Offer quality content and services

  • Write better anchor text

  • Optimize your use of images

  • Use heading tags appropriately

Dealing with Crawlers

  • Make effective use of robots.txt

  • Be aware of rel="nofollow" for links

SEO for Mobile Phones

  • Notify Google of mobile sites

  • Guide mobile users accurately

Promotions and Analysis

  • Promote your website in the right ways

  • Make use of free webmaster tools