SEO Basics

Just so you don't think that search engine optimization is some mystical science that only geeks can understand, here are some basic facts:

Search Engine Optimization – Wikipedia defines search engine optimization (SEO) as "the process of improving the volume and quality of traffic to a website from search engines via "natural" ("organic" or "algorithmic") search results." We couldn't have said it better ourselves.

Organic Listings – When a user types in a search term on Google, they are presented with two types of results: organic or "natural" listings, and pay-per-click (PPC) listings. The PPC listings usually show up at the top of the page in a blue or yellow box, and down the right hand side of the page. The organic listings show up on the left hand side of the page...usually 10 listings per page.

Companies will bid for PPC listings by offering to pay Google a set amount every time someone clicks on their listing. The organic results are generated by Google's ranking algorithm, meaning these companies have earned their ranking. The same holds true for the other major search engines. Studies have shown that users will click on the organic results 80% of the time.

Important Ranking Factors – Google, MSN and Yahoo send out electronic "spiders" that crawl the web looking for website pages to include in their indexes. These spiders are programmed with an elaborate algorithm (checklist) against which they compare all websites to determine ranking position for various search terms. While the search engines do not publish the elements of their algorithms, there are some basic factors we know to be important.

Site Structure – there are programming methods used that either search engines spiders cannot read or do not seem to like. Flash, images, JavaScript and multi-parameter URLs are some of the items that, unless used properly, can hinder a spiders progress. Also, the way your internal navigation is structured plays a very important role in allowing the spiders to properly evaluate your content.
Content – Search engine spiders primarily read text content to evaluate whether or not your site is a "Subject Matter Expert" in relation to the terms for which you may be ranked. In other words, if they are going to rank your site highly for "yellow widgets" you need to have enough content on the site to convince them that you will provide the best results for their users.
Linking – If you are indeed a Subject Matter Expert, then it stands to reason that other quality websites that contain related content would want to link to your site. There are many ways to approach this issue, but the search engines are smart enough to know when your just buying or exchanging non-related links.

Upright is an accredited ethical search engine optimization company that knows how to work with you to create a website that the top search engines will value and rank highly. Fill out our SEO Checklist to see just how close you are to your search engine goals.