SEO helps a website appear on the first page of Google’s search results by showing the search engine the best content available. Search engines exist to display the most relevant results to users, and the techniques used differ from one engine to another. SEO is used in three main areas: how search engines rank pages, what signals they look for, and the on-page elements that affect performance.
How do search engines rank pages?
Search engines use bots to crawl web pages and collect information, then store those pages in an index that works like a huge library. Algorithms analyze the pages in the index, taking into account hundreds of ranking factors to determine their order. Crawlers read HTML and look for visible and invisible content, analyze billions of pages on the internet, and find relationships between them. Algorithms then rank content based on these criteria.
What role does user intent play in rankings?
Search engine algorithms consider the intent of searchers and prioritize pages that are authoritative and authored by experts. Usability of webpages is also a significant factor in search rankings. Search engines evaluate how well a site looks across different browsers and device types, and how fast pages load. Creating great content that matches the intent of searchers is essential to ranking higher on Google.
What signals do search engines look for?
Search engine algorithms use data from search history, browsing habits, and other factors to determine whether a webpage is relevant. One of the most basic signals for relevance is whether the webpage contains keywords used in a search query. Keywords can appear in the page headings and in the body copy of the page. Search engines also use aggregated interaction data from past searches to determine which webpages show up higher in SERPs.
Why are links important to SEO?
Links are a big part of SEO. Links from high-authority websites pass more PageRank than low-authority ones, so adding more links from authority sites will help a site rank higher on Google. When links come from authority sites, search engine crawlers read more about the website and index it.
What on-page elements matter most?
SEO involves making small changes to the site that may not seem significant on their own, but when combined, they have a significant impact on the site’s user experience and performance in organic search results. Several essential elements apply to any web page.
Meta description tags
Meta description tags are displayed at the top of search results in Google, and Google uses this information to make money when users click on the ads. A well-written and attractive meta description helps a page show up in SERPs, and adding a meta description tag is a good idea even if one is not already in place.
Mobile-friendly design
Mobile-friendliness is a key element of search engine optimization. In 2016, Google announced a ranking boost for mobile-friendly websites, which means the mobile version of a website will be indexed by Google. Webmasters can test a site using Google’s mobile-friendly test tool and use the Ahrefs Site Audit tool to check for slow-loading pages.
Anchor text
Anchor text is the text that appears underneath a link, and it should make sense to the reader. For example, “click here” is not a good anchor text. Instead, anchor text like “raised garden beds” or something relevant to the page should be used, so searchers see that the page is informative. This practice also protects a brand’s reputation.
Related coverage
- SEO for Business Owners: Unlocking the Power of Search Engine Optimization
- Search Engine Optimization – How to Get Your Content to Rank Higher in Organic Search Results
FAQ
What are the essential elements of SEO?
The essential elements include keywords in headings and body copy, links from high-authority websites, meta description tags, mobile-friendly design, descriptive anchor text, and fast-loading pages across browsers and devices.
How do search engines determine page rankings?
Search engines crawl pages, store them in an index, and use algorithms to analyze hundreds of ranking factors. They consider user intent, the authority of the content’s author, usability across browsers and devices, page load speed, keywords, aggregated interaction data from past searches, and links from high-authority sites.
Why is mobile-friendliness important for SEO?
In 2016, Google announced a ranking boost for mobile-friendly websites, meaning the mobile version of a site will be indexed by Google. Mobile-friendliness can be tested with Google’s mobile-friendly test tool, and the Ahrefs Site Audit tool can identify slow-loading pages.
Related coverage
- SEO for Business Owners: Unlocking the Power of Search Engine Optimization
- Search Engine Optimization – How to Get Your Content to Rank Higher in Organic Search Results