If your business is online and part of the reason why you are online is to promote your products or services then search engine optimisation (SEO) and link building go hand in hand. Without both of these elements, your site will fail. Search engine optimisation (SEO) involves making your site as well as its pages more attractive to search engines through clever techniques such as keyword research and content writing. However, it does not end there. Good SEO also means that your site will be listed in the search results for targeted keywords, this improves your chances of making a sale.
Link building relates to the number of links pointing to your site from other sites that are relevant to yours. Good SEO should result in organic growth in the number of links pointing to your site. If this happens then your site has grown through search engine optimisation and link building links. Search engines look positively towards sites that receive a lot of inbound links, the more links pointing to your site the higher your ranking will be on any search engine.
The success of SEO depends very much on the ranking of their websites by major search engines. SEO is all about positioning yourself and your company in the search rankings. One of the ways search engines rank websites is by determining their link quality. This is known as ‘link popularity’.
Google is the largest search engine in the world and it displays search results from the leading search engines across the globe. Google search engine results consist of links from other websites to your own which helps increase your rankings on Google. The more links that Google can see that point to your website the better your position in the search results.
The way Google calculates the ranking of a website is based on several factors. These factors include how many incoming links there are to a page and also how many internal links there are to that page. Other factors considered by Google are called ‘aging’ and ‘link popularity’. Google updates its algorithms on a regular basis and the older the algorithms the more difficult for SEO to work around. To keep pace with changing algorithms it is important to study Google’s algorithms and be in touch with the leading search engines to find out what is new with their algorithms. You must stay up-to-date with Google’s changes and their algorithm so that you can implement the changes to your SEO strategy.
Another important factor in Google’s calculations is what it calls ‘link quality score’. This is a complex calculation that Google uses to determine the value of a link. Links are considered valuable only to a point. If a site is so poorly constructed or hosts malware or other harmful software than the link will not pass the Google’s quality criteria and it will not contribute to the ranking of the site.
Meta tags and keyword meta tags are used extensively in SEO to manipulate the way search engines look at pages. These algorithms are designed by hand and are not released by Google like the other engines. The search engines have been very careful to implement these algorithms in such a way as to keep their users happy. Google has, however, implemented several algorithm changes in recent years which affect the way that webmasters use meta tags and keyword meta tags.
When you decide to use SEO for your website you need to be aware that many times when you optimise your site for the search results will still be affected by the previous SEO efforts. Optimising your site for the first time can be daunting and many do not realize that they should stop using keywords and meta tags, which are the main ways that SEO works. Instead, many professionals will start with a basic site and then work on page optimisation overtime. A professional SEO company can be very beneficial in helping you achieve a better ranking in the search results of your choice.