Search engine optimization, also known as SEO, is the method by which businesses can improve the volume and quality of traffic to their website from the search engines through "natural", or "organic", search results.
Natural search results are those listings that appear in the center of the search results page. These differ significantly from the paid advertising, known as Sponsored search results, in which higher positions are awarded based on how much a company is willing to pay for a particular keyword. For natural search results, on the other hand, search engines do not accept any amount of money to influence the positioning of a given website.
Instead, search engines attempt to list the results starting with the most authoritative, relevant web sites for the search query. However, this is an extraordinarily complex algorithm, taking into account hundreds of variables on millions of web pages and returning the results in fractions of a second.
The algorithms take into consideration the content on the page, the depth of content on the domain, the meta-tags and titles, the age of the site, the number and nature of in-bound links, the frequency of updates to the site, and dozens of other factors. Google claims that it ranks sites using more than 200 signals. Because of the sheer volume of factors and the continuous tinkering the search engines do to their ranking algorithms to improve the relevance of the results, Search Engine Optimization is a complex undertaking and one which requires a diverse set of skills and a deep understanding of the main factors that come into play in the ranking process.
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