Many leaders starting their business for the first time understand a little about SEO: Do a little research, find some good keywords, and my site is ready for success in the search engines, right? – Not necessarily.

To start off, SEO is the acronym for "search engine optimization". It's the process of obtaining high list rankings in search engines such as Google, Yahoo, or Bing. In short, search engines rank websites based on the amount of quality content, related keywords, and the number of quality web pages on your website.

For digital businesses, SEO is one of the most important principles in modern web practices. If employed correctly, SEO techniques will help your website rank better in search engines – and that means more customers for your business.

How Search Engines Work

Search engines are algorithms that "crawl" the internet looking for web page information to save (or index) to giant database servers. The purpose is to identify information that best classifies each web page, and entire website. The result is for search engines such as Google or Bing to display the most relevant websites to your customer's keyword search.

What's Most Important in SEO

Keyword Research

How do you find a website? You type keywords into the search form on Google or Bing. This is where it all begins – with keywords. Keywords help direct the right visitors to your website. Based on research, ideal keywords have a high demand (people are looking) and low competition (few sites use them).

Quality Content

Keywords are supported by content on your website. Crafting appealing, relevant content is one of the most important aspects of your business language. After a customer visits your website, your content should be relevant enough to satisfy what they've searched for, and compelling enough to keep them engaged.

Website Usability

Usability is how easily a customer interacts with your website. A website that is difficult to navigate through will disappoint customers and can give you a bad reputation with search engine crawlers – all resulting in lower page rankings.

A healthy website is easy to for customers to learn, and to quickly perform tasks throughout your site. It's memorable for returning customers, and leaves little room for mistakes or errors. Overall, a well organized website is an enjoyable experience for your customers.

Link Profile

Search engine crawlers verify the number of websites that direct customers back to your website. These links validate your website's popularity. The more popular your website, the better rankings you receive in search engine results.

Optimized Code

Search engine crawlers also investigate your website's code (html, css, etc). Search engines crawl through Title Tags, Meta Tags, Heading, Domain Name, URLs, Alt Tags, and the overall Website Structure.

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