Updated: May 9
Search Engine Optimization is the process of making improvements On and Off your website to gain more exposure in search engine results, which will lead to more visitors finding you for the right reasons.
When we think about Search Engines, what first comes to our minds is Google, and even though Google is by far the biggest and most used Search Engine, it is not the only one. However, the general way in which the SERPs work is the same.
They track and travel the web using bots called crawlers. These bots operate different ways to find the content they are going to index to quickly deliver relevant and authoritative results based on any phrase the user might be searching for.
Each time you enter into a SERP like Google, the results shown are extracted from the search index. These are ordered using complex algorithms, which are no other than IT programs that contain the results that match the searching criteria.
You need to understand that the main objective of the SERPs is to offer the best content possible and also the most relevant to each user search. There are two ways in which search engines index and allocate the content. One is called organic achieved through the SEO (Search Engine Optimization) techniques, and the other is known as Pay Per Click, which is achieved by the SEM (Search Engine Marketing) technique. You could say that both strategies complement each other, although they are very different and the dollar value for each one has a big gap among them.
Among the different strategies used by the SERPs in SEO and SEM, the keywords and meta tags are essential Search Engines an idea of the content inside our web page. However, even when the Search Engines value these, they will also use other elements to understand the topics discussed on the website and present them to the right users.
For this specific reason, it is crucial to understand how they work, so you can find the best way to rank your website within the first pages of the SERPs, using the right keywords and having the right content to drive organic traffic, generate more confidence and have more visitors which will eventually translate into more sales opportunities and more have more visitors which will eventually ultimately into more sales opportunities and more.