Search engine optimization is an important part of online marketing, as search is one of the primary ways that users navigate the Internet. By optimizing your website, you help customers find your products and services. Search engine optimization, also known as SEO, refers to all activities aimed at increasing your visibility on search engine results pages (SERPs). Proper SEO implementation helps search engines understand your content and in turn provides users with a list of links that are relevant to their search query.
Google’s main search algorithm is called Google Hummingbird and is responsible for deciding how to sort and rank search engine results. Link building — Since links from external websites (known as backlinks in SEO parlance) are one of the most important ranking factors for Google and other major search engines, achieving high-quality backlinks is one of the most important levers of search engine optimization. Get inspired to create digital experiences with the latest customer stories, articles, reports, and more on content, commerce, and optimization. Sites that receive links from many other websites gain authority in the eyes of search engines (known as Google PageRank), especially when the websites that link to them are themselves authoritative.
Google Search Console — The Google Search Console (formerly known as Google Webmaster Tools) is a free tool from Google and a standard tool in the SEO toolkit. Different content (e.g. different products in a shop) and modified content (such as translations or regional variants) must use separate URLs in order to be displayed appropriately in the search. A website that is rich in content, authority, and impartiality and helps visitors learn more about what they’re interested in is highly likely to attract links from other websites, which improves your search engine optimization. Although Google’s search results are provided at the page level, Google also wants to have a sense of what role a page plays in the overall look of the website.
High-quality, authoritative content is the most important factor in your search engine ranking, and there’s no substitute for great content. This is particularly true for SEO marketing. For example, a search engine optimizer can improve the search engine optimization of a website by ensuring that there are links to important pages and that relevant anchor text is used in these links to improve the relevance of a page for specific terms. Title metadata is responsible for the page titles that appear at the top of a browser window and as a heading in search engine results. In addition, the Google Search Console gives you the most common search queries for which your website appears, as well as the searches that led the most users to your website.