Most search engine marketing (SEM) professionals understand the importance of monitoring search engine ranking for SEM success. However, many don’t understand why it’s so important. Understanding this importance begins by understanding what search engines are and how they work. Search engines are a collection of databases that includes the names and pages of websites. By understanding how search engines work you will be able to gain an understanding of how to achieve high search engine rankings.
Monitoring search engine ranking for your business can be achieved by utilizing page visibility and position indicators to gain and maintain visibility for your keywords. Page visibility is the ability for searchers to locate and identify your website in search results. Position indicators are a series of tactics used to position your website higher in search engine results.
Optimizing for highly searched keywords in order to achieve organic rankings that surpass all other businesses in the same industry is the number one goal of SEM professionals. Organic search engine results are those that appear on the first page of search engine results without paid advertising. This means your site is not paying to be featured. To achieve these highly targeted organic rankings requires the use of techniques and tactics. These tactics and techniques include using inbound links, directory submissions, blogs and more.
Other factors that contribute to the search engine ranking of your site include the content of the site. The keywords used in the site content and URL structure are what determine search engine rankings. Keyword research tools and software are available to help in the research process. A good way to get started is to conduct a free online keyword analysis. Analyzing these keywords will determine if the website is focused on a particular market or is a general website that targets a variety of searches.
The third factor that contributes to search engine results ranking is visibility. Visibility is determined by the total amount of links to the site. The more links to the site, the higher the site will rank and appear in search engines. The importance of link building can not be emphasized enough. The key is to gain as many links as possible to maintain or gain new visibility.
There are several different metrics that contribute to the visibility of a website. Some of these metrics are not directly related to the amount of links, however, these metrics still play an important role. These metrics include the amount of fresh content available, amount of incoming links, and the existence of site maps. Fresh content, incoming links, and site maps all affect the rankings of a website.
In order to optimize for the different search engines and achieve the top rankings, there are several different tactics used by experienced SEO professionals. Organic SEO tactics such as directory submissions, link building, and blog strategies are used by experienced local business professionals to generate organic traffic and establish high rankings. This organic traffic is then promoted to other major search engines via PPC and banner advertising.
While directory submissions can bring new visitors to a site, it takes time to build up a strong backlink network. Link building, on the other hand, is used to establish long-term relationships with high-traffic destinations. Blogs are another organic strategy that can be used to gain organic rankings. Most SEO experts advise local business owners to post new blogs on a regular basis, as well as to update and supplement the content with quality content.
Another tactic used to achieve top rankings is duplicate content. Duplicate content is when the same content is found on various web pages, including landing pages. This is done in an attempt to trick search engine algorithms into thinking that the page being displayed is unique and of more value to the searcher. Search engines usually penalize duplicate content, especially if the pages are not ranking for the keyword or phrase being searched for. A high number of duplicate pages can severely decrease the ranking of the site.
A good example of duplicate content is content that has been submitted to domain authority pages. The problem with this strategy is that duplicate content does not contribute to keyword density or content quality. Therefore, search engines will deem the domain authority page as spam. If this happens, the site may experience a drop in ranking.
Search engine optimization has come a long way from its early days of being used by SEO firms only to be abused by savvy online marketers. Effective strategies for effective optimization requires knowledge of both on-page and off-page optimization techniques. SEO professionals should also have an understanding of how search robots function and understand how the search algorithms they are working under are set up. Many search marketers have been successful because of the knowledge they have of how the system works. With advanced technology constantly making its way into the world of the internet, it is important that search marketers stay on top of the changing tides. By taking advantage of white hat techniques such as automation, a search marketer can ensure that their website remains visible to searchers and increases the chance of them purchasing products or services from their site.