SEO (Search Engine Optimization) helps a site gain viewers by increasing search rankings. When a user searches the web using a Search Engine, Search Engines list rsults according to a list of factors with different priorities. SEO refers to developing a site while prioritizing Search Engine Ranking.
SEO requirements are always changing. To maintain a high ranking requires a focus during development and occasional adjustmns as time passes.
On Page SEO - Factors on your own website you can optimize such as code and content
Off-Page SEO - Actions taken outside of your site to affect your site's trustworthiness and authority by building the right inbound links and social signals.
Accesibility - Make it easy for Search Engines to analyze your site. Include a robot.txt and sitemap file.
Security - Make sure your site has the little lock symbol next to your url. (SSL/HTTPS)
Search engines prioritize sites that are FAST! Make sure your site is optimized for both desktop and mobile to load as quickly as possible.
More and more users are searching for content from phones. Google now prioritized mobile optimization over desktop.
Items to look out for:
Domain Age - Most sites on the first page of results are atleast three years old. Before moving to a new domain, make sure it's neccecary.
URL (Domain Name) - The actual name ( "https://websitename.com/">https://websitename.com/) is less important than you might think. It is recomended to prioritzing the right TLD (.com, .org, .net...) over your actual domain name.
Page & Domain Authority - Combination of important content and off page SEO signals. (More in next section.)
Keywords - Words or phrases that users search for. Research which words and phrases your target audience use and include them on your site.
LSI Keywords (Latent Semantic Indexing) - It's also important to include terms related to the main terms people search for, called LSI Keywords.
Search Intent - Understand what people are really looking for when they use keywords. Try to include content for each type of search.
Content Length - Longer content typically ranks higher, atleast 2000 words. Again don't over do it for the sake of adding content which will hurt your score.
Answer Boxes - Google is starting to use "answer boxes", formatted answers from sites displayed on the search result page. Getting these are like gold. You get placed above all other results.
Ways to score Answer Box listings:
Video Content - Videos account for the majority of web content and viewers. Most people would rather watch a video than read an article.
Repeated Content - Avoid repeating content which may hurt SEO.
Keyword Stuffing - Avoid overusing keywords for the sake of using them which will hurt your score.
Coding correctly to avoid search engines docking points from otherwise relevant sites.
Google RankBrain - Google has been using AI to identifiy the quality of a users experience visiting a site and giving priority to better user experiences.
Factors affecting RankBrain:
Having real contact information is important for targeting specific geographic locations. This is one of the most crucial ranking factors for local SEO rankings.
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