The art and science of being found on Google, Yahoo, and Bing is known as search engine optimization (SEO). SEO increases the visibility of your website in free, organic search results. As a result, website traffic and sales both grow.
A Google Search Listing’s Anatomy
Before we go into SEO, it’s crucial to understand what kind of real estate we’re talking about on Google.com.
There are numerous layouts for search engine results pages (SERPs). A search results page can be thought of as a series of blocks. You’ll see a varied combination of blocks depending on the search intent of the search phrase supplied. What you see on a SERP is influenced by your location, perceived intent, personalisation (previous search history), and other things.
Consider the following scenario. To see a larger version of the image, click on it.
There are various areas of results in this example, which contain both paid and unpaid chances. Paid results are indicated with teal arrows. Those with orange arrows are available for free. More Google searches are triggered by those with black arrows.
Anatomy of a SERP
Paid Ads — These results are powered by Google Ads. Advertisers can buy real estate on www.google.com on a per-click basis with Google Ads. Pay per click advertising is a popular term for this form of marketing (PPC). To determine which ads appear in this portion of the search engine results, Google holds an auction. Advertisers choose which keywords to bid on, how much they’re willing to pay, and what ad content to use. There are numerous other parameters, such as regional targeting, that make paid advertisements highly targetable.
Snippet Featured — Each result is referred to as a snippet. Google collects information from the featured webpage and shares it immediately on www.google.com as a highlighted snippet. A featured snippet can appear at the top of the free or organic space (as it does above) or farther down the page. The snippet is referred to as a “position zero result” when it is at the top. Lists, paragraphs, and tables can all be featured snippets.
People Also Ask — A section called “People Also Ask” appears on many search engine results pages. This is unrestricted real estate with questions and answers. Your webpage’s content is automatically extracted.
Organic Search Results — The usual organic search results begin halfway down the page in this case! This is very frequent in today’s world. The URL, title, and short description are all included in each organic search result. Rich snippets, which Google has brought in information on pricing, availability, reviews, and more, are included in some of these results.
Suggested Products — Because the search query contains an eCommerce intent, this example contains a suggested product section (meaning the user wants to buy something). When you click on these listings, you’ll be taken to a new Google search for the products listed. Google normally puts a lot of effort into enticing us to search again while staying on their site.
Local Search – Three local businesses are featured in this block by Google. It’s also known as the “three pack.” Local search allows related businesses to compete with major websites on a more level playing field.
Organic search results, local search, People Also Ask, and highlighted snippets are all “free” blocks that SEO focuses on increasing your presence in.
What Makes Search Engines Work?
Let’s look at how search engines work now that we know what they are. Crawlers (also known as bots and spiders) are search engine bots that are constantly scouring the internet. They produce an index that resembles a modernized version of an old-fashioned Rolodex.
When a user types in a keyword or key phrase, search engines employ an algorithm to determine how well a webpage matches the search query. If a webpage checks all of the boxes, it may show at the top of the first page. It might appear at the bottom of page 10 if it doesn’t.
The algorithms used by search engines are sophisticated and constantly changing. Still, we feel SEO is straightforward since the aim of search engines is straightforward: to provide relevant, high-quality results. You’re a natural at what you do. We need to make sure Google recognizes your website’s magnificence in order for it to be found on Google.
Organic search favors websites that excel in the following three areas:
Expertise – The basis of SEO is sharing your knowledge online. You’ll need material — text, video, and photographs — to do so. And that content must be presented on a website that is both user-friendly and compelling.
Others need to link to your website in order to strengthen the idea that your information is actually “expert.” Links on the internet serve as endorsement votes. Google is always monitoring these links in order to determine the authority of your website and credit you appropriately.
We wish to conduct business with trustworthy companies and browse trustworthy websites. As a result, search engines place a high importance on trust. Online reviews, accessibility (being mobile-friendly and having your contact information available on your website), and authorship all contribute to online trust.
The good news is that real-world marketing is what search engines value the most. SEO does not reward fast solutions or techniques; it rewards long-term, consistent promotion. And we’ll be able to do it!
The Purpose of SEO
SEO’s purpose is to boost revenue, leads, and conversions. Increasing website traffic and boosting rankings are secondary aims that will assist you reach the most crucial aim of all: expanding your business!