Search engine optimization (SEO) is a way of increasing the visibility of a web page organically, increasing its visibility in search results without paying a service such as Google to prioritise the page on its results list. Below is a guide to the key terms involved in SEO and how you can use them to your advantage to increase visibility in search results.
Crawling is a method by which search engines such as Google and Bing collect information about web pages. To do this they use a specialised kind of bot known as a ‘crawler’. The crawler periodically scans the web for new pages and changes to existing pages, it also detects links to other pages from the website and saves these to be crawled later. You will have some pages on your website, for example login pages or shopping carts, that you do not want to be crawled. You can instruct the crawlers to ignoThe Basic Key Terms of Search Engine Optimisation Explained
re these pages by making use of the robots.txt file which is included in the root directory of your domain as standard.
The search engine index is a large database that contains information about web pages, obtained by crawlers. Without the search engine index, the search engine would have to search every web page for the keywords used in the search query each time a user executes a search, which would take much longer than searching a pre-existing database. You should ensure that any content on your website that you want to be included in your site’s indexable content is in HTML format. Images, video files and web apps are usually ignored by crawlers. There are several online services that allow you to see your website as a search engine would. For content that can only be displayed as images or video try and use HTML to add attributes.
Link building is a key aspect of SEO. A page that is linked to by many other reputable sources will be ranked highly, while a page that is linked to by few pages or a large number of spam pages will be considered unreliable and receive a low ranking. While the exact algorithms used by companies like Google are proprietary and not available to the public for study, search professionals have determined several factors involved in assigning a rank to a page.
As time goes on, a page will be linked to less and less and existing links become less important. For this reason, it’s important to keep adding new content or updating existing content so that it remains relevant to other pages. Links shared via social media are noticed by crawlers but are considered less valuable than links from other web pages. Click Intelligence employ SEO experts who can tell you how relevant a particular page is for a given keyword. You can use this with your own site to check for content which has become stale or irrelevant and thus needs updating.