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As the web and search engines grow and change, so do methods for gaining competitive search engine rankings. While there is no concrete template or ingredient list for search engine optimization, knowledge of how search generally works helps quite a bit. There’s plenty of information about Google’s thought processes when it comes to search, which can be found on Google’s site. The main idea is that the more people engage with, read, and link to content, the higher the content generally ranks

By default, many search engines show only 10 results per page.  Most searchers tend to click on the top few results. If you rank at the top of the Search Engine Results Page (SERP), business is good, but if you are on the second or third page you might only get 1% of the search traffic that the top ranked site gets.

The two most powerful aspects of search engine marketing are:

Users type what they want to find into search boxes, making search engines the most precisely targeted marketing medium in the history of the world.

Once you gain traction in the search results the incremental costs of gaining additional exposure are negligible when compared with the potential rewards, allowing individuals and small businesses to compete with (and perhaps eventually become) large corporations.

There are various factors that help sites rank highly on search engines, as far as one can tell. For example, content linked by other sites may rank higher because it has more relevance and context. In short, a site that receives links by other relevant, high-quality sites means it has veracity. The types of keywords used, and their relevance to the surrounding content might also be significant. Other factors include keywords in titles, meta descriptions, subtitles, and natural use of keywords in content. The right user experience can also help search rankings, since more traffic to a site and more clicks may mean higher rankings. Also, keep in mind that social media sites rank in search engines as well, so it’s important that social media sites take viewers to a business or organization’s main site to direct traffic and perhaps to boost search visibility.

It’s well-known that search engines value quality. Therefore, material that offers in-depth information may rank more highly that surface-level information. Content that offers specifics and new ideas rather than generic information may also contribute to better rankings. Finally, SEO is about reflecting what people value. So if you’re content is popular by those who read it, then it will likely rank pretty well.

If you are interested in discussing your specific SEO goals, contact us.


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