What Is Search Engine Optimization And How Can It Influence Online Business?
It is difficult at present, to think of the Internet without thinking about Google. Since its inception, Google has become the first defined "search engine" on the web in that the Webster's dictionary acknowledged its name as a verb. To Google (the user then being a Googler) means "use the Google search engine to obtain information on the Internet." Despite there being web crawlers available before Google, you will never hear of anybody being a Lycoser or an Ask-jeeveser.
Since launching Google.com in 1997, Google has grown tremendously and has become an innovative and forward thinking on the web. In 2000, the advertising medium of pay/cost per click (PPC) appeared on the search engine. In 2001, PageRank was born, and indicates the importance of a site based on its interaction with other websites. Since then, Google has launched a plethora of new applications such as Google Video, Google Maps and Gmail. Whatever the service to emerge, it is instantly adopted by thousands of users around the world.
The growth and influence of Google makes the company a must for any effort in eMarketing. There are so many people (individuals or companies) that use Google to search for information that it is unthinkable not to be on the first page of Google. Whether through the purchase of keywords (sponsored links) or through Search Engine Optimization (SEO), to be the first page of Google is part of all marketing strategies of any company. There are other large search engines on the internet and the aim of SEO is to climb to the first page of their results pages.
Search Engine Optimization includes all the methods and techniques to improve the ranking of a site and its position on search engines. SEO is a set of techniques that allows a site to be more visible in search engines. Into this we must also factor positioning. Once a site has been made visible, it then has to compete with other websites into how it is positioned. Lots of websites will be racing for the top spot on page one of a search engine's results, but only the most optimized websites will win. The race to the top spot revolves around "positioning" where as the act of being seen by traffic is called "visibility". To optimize a website so that it is more visible, the webmaster must follow a set of optimizations and prerequisites that will form the basis to improve the visibility of a site. Many of these prerequisites are still very often ignored when building a site, yet there are many little things which are easy to implement which can greatly help to SEO a website.
Under the concept of positioning is everything related to improving the ranking of a site in search engine results with one or more keyword. Visibility deals with only the optimization needed to make a site easily accessible, whereas optimizing for positioning, deals only with the race to the top spot in the search engine results.
The influence of SEO on online business is very convoluted, so I have listed a few of the more common ways that search engine optimization has influenced online business for the worse.
It has changed the way that some people write web pages (dashboard software podcasts and videos).
The various and many rules around search engine optimization have meant that people have begun to write web pages so that they conform to SEO rules. Before search engines became more sophisticated, this meant that keywords were thrown into text, making text unreadable or useless. They were also hidden by making them the same color as the background. They were also listed for no real reason, other than to have them appear on the webpage. Search engines are now a little more sophisticated, so that if people write nonsense text that is stuffed with keywords, then the site will eventually be penalized for it on the search engine results page. The search engines however are still far less useful than a human person looking over a page to decide its usefulness. A search engine is simply a mathematical algorithm which tries to decide the usefulness of a web page, and therefore has rules. When these rules are followed by a web page then it appears higher in a web page results. This means that usefulness, aesthetic beauty, user friendliness and value all take a back seat to the various techniques needed for SEO.
People write web pages that get traffic but are no use.
One of the viciously annoying sides of search engine optimization are the websites which pick up on keywords and use them to draw traffic to their websites, even though the website offers no useful information, and is not related to the matter of which the user was searching. This is where a person writes a web page targeting keywords, just to get the traffic because they believe that if a person sees their website that they will be so bowled over by their adverts that they will buy something.
This means that you can type in for example "how to fix a bicycle tire puncture", and a web page you click on will look like it has what you want, but then when you get on the site it is just adverts for ring tones, penis enlargement, weight loss, credit cards, etc, etc.
Simply put, the creators of these web pages have targeted your keywords and followed all the rules of SEO to rank highly (PDFs here on electronic data interchange). Even though they appear at the top of your search engine results page, their website offers you no useful information.
Constantly having to update websites makes them diluted.
Search engines will rank older web content lower down search engine results, but will rank older websites higher up a search engines results. So if you have a website that is two years old, and you update your site every week, then you will rank higher than a person whom has had a website for a year and updates every month.
On the other hand, if a website is not updated weekly and/or monthly, then its rank on a search engine's results page will slip (we found good edi software information here). This means that websites have to update regularly to stay higher up on search engine results. This invariably leads to information being diluted, as webmasters try to update information that was already apt on their site. They may also post blogs and articles, going over subjects and facts that their previous work already stated clearly and concisely.
Having to update all the time has removed the incentive to keep facts short and simple, and instead encourages web page writers to re-hash old subjects and add nothing to the content.