What is search engine optimization (SEO)?
In order to gain global recognition and help the remote users and potential customers with the products and product information, the company website plays an important role. Therefore it is important that the company website is ranked higher than other competitors in search engine result pages (SERP). Search engine optimization (SEO) is all about improving the ranking of a company website in SERPs. Higher rankings in SERPs means more exposure on the internet and more customers leading to brand recognition, establishment, sales and subsequently to profits.
How does SEO work?
Surprisingly, there is no defined process for SEO. It all depends on the assumption on how a search engine works and what are the factors it considers for ranking of the websites. SEO aims at improving the authority of the website in terms of relevance of the content and usability. The more useful and relevant a website is for the viewer, better is its ranking in the SERPs. SEO hence aims at improving the relevance of the websites so that they can be of more use to the viewers by making the website easy to access and adding value to it.
Problems and trickiness of SEO
A little predictability and knowledge of the search engine algorithms is necessary for devising a proper SEO plan. But unfortunately, search engines keep them as a secret and nobody knows about these algorithms. Here is where the trickiness and the problem starts.
An SEO expert has to analyze and judge various websites based on their rankings in order to know for the features that resulted in higher rankings. Sometimes they have to test few models also to confirm the observations. Compliance to search engine algorithms has to be achieved at any costs to ensure higher rankings of the website.
Natural and relevant ways in adding value to the website leads to a higher ranking. Unwanted or dubious methods to fetch rankings by resorting to spamdexing and cloaking can do temporary or permanent damage to the ranking in SERPs. Some of the SEO techniques can improve the rankings sometimes and they may fail and lead to an inferior ranking some other times. Hence a person doing SEO has a great responsibility on his shoulders.
SEO is a great deal to popularize the business and make it widely recognized capturing business in local and remote markets only if it is done properly and as in accordance with the search engine algorithms.