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 Digital Attraction |  Thursday September 12, 2019

SEO Basics (Part 1)

Before you start to optimise your web pages, you should know some things about website promotion and search engine optimisation. Here, you’ll learn how search engine optimisation will help you to get more customers and more sales. You’ll also learn which things you should avoid.

Why do high search engine rankings increase your sales?

High search engine rankings are the perfect way to get more website visitors, more customers and more sales.

Statistics show that having high organic search engine rankings specific to relevant key words that describe your business offerings, is the key to the success of your business receiving consistent sales, leads and opportunities online and over the phone.

Potential customers are on the internet every minute with money budgeted to buy products and services they need or want. Your potential customers are mainly using search engines to find what they require, when they require it.

There are tens of millions of searches using search engines every day to find websites with relevant products or services like yours.

Digital Attraction advanced SEO techniques helps you to be more relevant in line with your business offerings. We make sure that relevant people find your website before your competitor’s sites.

In fact,search engine users are the most qualified and motivated visitors you can attract to your business. After all, they have taken the initiative to hunt for online resources on a certain topic using specific keywords that describes as closely as possible what they are after. Once found they will click your link to learn more or purchase.

SEO helps you to organically get your website in front of these potential customers first.

Why do you have to optimise your web pages?

Some people think that it is enough to submit a website to as many search engines as possible to get high rankings. Unfortunately, that is not the case. If you do not optimise your web pages, then you won’t get high search engine rankings.

A. Not all websites can have high rankings

There are billions of web pages on the Internet. It’s obvious that not all of them can be listed in the top 10 results on search engines.

Search engines only list web pages that they find relevant to a special keyword. You must make sure that your website is such a site.

If search engines cannot find out that your website is about, they cannot give your website high rankings for that keyword. The process of changing your web pages so that search engines find them relevant is called search engine optimisation (SEO).

B. Your website must appear on the first result page

75% of searchers never look further than page one. It’s a fact that most search engines display ten results on the first page; and very few searchers click the links to look at the second page.

Users of search engines almost never look beyond the second page of search results. Being listed 11 or beyond means that many people may miss your website entirely.

For that reason, search engine optimisation is crucial if you want to be successful with your business. Digital Attraction makes search engine optimisation easy.

How do search engines rank web pages?

This issue is a bit technical but it will help you to understand how search engines specify the position of a web page in the search results.

Search engines use mathematical formulas to determine the rank of a web page. These mathematical formulas are called ranking algorithms. Although search engines don’t reveal the exact algorithms, Digital Attraction‘s Top 10 Optimiser strategy will help you to decrypt these algorithms.

All major search engines use the same principle to rank websites. The exact ranking algorithms differ from search engine to search engine but the principle is the same.

We’ll use the ranking algorithm of Google as an example.

How does Google rank your web pages?

Google explains the ranking algorithm like this: “Traditional search engines rely heavily on how often a word appears on a web page. Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first.

As mentioned in the quote above, Google uses ‘PageRank’ (which is a mathematical formula and not the same as the green bar in the Google toolbar) and hypertext-matching analysis to rank your web pages.

What does this mean?

You need good links

To get good results for the PageRank factor, you need good links from related pages that point to your site. It’s a simple principle: if page ‘a’ links to page ‘b’ then it is a recommendation from page ‘a’ to page ‘b’. The more links point to your website, the better your rankings.

The quality of the links is also important. A link that contains the keyword for which you want to have high rankings in the anchor text is better than five links with the text click here.

A link from a website that has a related topic is much better than links from unrelated sites or link lists. Low quality links also won’t work. Google doesn’t like automatically created forum profile links, forum spam, comment spam, etc. That type of link can get your website in trouble.

It is important that the right backlinks point to your website. Digital Attraction’s has a link builder methodology that will help you to get high quality links as easily as possible.

You need optimised web page content

While the linking concept is easy to understand, the hypertext-matching analysis factor is a bit more complicated. Google explains hypertext-matching analysis as follows:

“Hypertext-Matching Analysis: Google’s search engine also analyses page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google’s technology analyses the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyses the content of neighbouring web pages to ensure the results returned are the most relevant to a user’s query.”

As Google analyses the full content of your pages you also have to optimise the full content of your web pages. It is not enough to edit your Meta-tags. You have to optimise all factors that can influence your search engine rankings. The problem is that many webmasters don’t know which page factors can be important. That’s why we developed Digital Attraction’s Top 10 Optimiser methodology. Digital Attraction’s Top 10 Optimiser method will analyse all important web page factors so that your web pages will be perfectly prepared for Google’s hypertext-matching analysis.

One page is not enough

As mentioned in the explanation of Google’s hypertext-matching analysis, Google also analyses the content of other web pages on your site to ensure that your web page is really relevant. That means that you must optimise different pages of your website for different but related search terms.

The more web pages of your website are optimised for keywords about a special topic, the more likely it is that you’ll get high rankings for a special keyword that is related to that topic.

It is not enough to optimise a single web page. The more pages you optimise, the more likely it is that your pages will get high rankings.

Why Should Safety Come First?

Before you start with your search engine optimisation efforts, you must make sure that your web pages are spam free. This is very important. If your web pages contain a spam element, all other search engine optimisation efforts are pointless. If a search engine has tagged your website as a spam source then you have to remove the spam elements from your web pages before the search engine will take another look at other elements of your site. Google has become very aggressive when it comes to deleting spam. Google doesn’t like spam and your website will be removed from Google’s index if you use spam like methods to promote your site.