Improving search engine results, Part 2

Improving search engine results, Part 2

In part one of this series, we covered the basics of how search engines work, and how they rank sites. In this installment, we’ll provide you with basic knowledge and techniques you can put to use right away. As with part one, our focus is on helping demystify search engine optimization for newbies, business owners and managers. At a minimum, this series will help you have smarter conversations with agencies, search consultants and your own marketing team on how to improve search results and rankings. Quick Recap of Search Engines First, a quick recap: search engines largely “see” your website as plain text and HTML.  Here’s what the Atomic Bell home page looks like to a search engine: Looks quite different, eh?  No images, no colors.  Mostly text. Search engine bots (also called spiders) “crawl” your site’s content regularly so that they can match up user’s search terms (keywords) to the highest quality sites.  So the fundamentals of SEO (search engine optimization) largely focus on the what (keywords), where (HTML elements – more on this later) and the overall quality of content. It’s Elementary The “low hanging fruits” of SEO are HTML elements, which are made up of “tags”.  It’s the easiest thing to focus on at first because it’s 100% at your control. Think of these “on-page factors” as the “blocking and tackling” of SEO. “Off the page” factors, such as the number and quality of sites linking to your page are harder to control and take more time to cultivate. There are countless online tutorials and books on HTML, so we won’t get into too much detail here.  For those who aren’t familiar with HTML, the basics that you...