Secrets of Search Engine Optimization
Ten positions, ordered by rank, with click-through traffic based on their relative position & ability to attract searchers. Results in positions 1, 2 and 3 receive much more traffic than results down the page, and considerably more than results on deeper pages. The fact that so much attention goes to so few listings means that there will always be a financial incentive for search engine rankings. No matter how search may change in the future, websites and businesses will compete with one another for this traffic, branding, and visibility it provides.
An important aspect of Search Engine Optimization is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, in many ways they still can't see and understand a web page the same way a human does. SEO helps the engines figure out what each page is about, and how it may be useful for users.
SEO allows webmasters to provide "clues" that the engines can use to understand content. In fact, adding proper structure to your content is essential to SEO.
Understanding both the abilities and limitations of search engines allows you to properly build, format and annotate your web content in a way that search spiders can digest. Without SEO, many websites remain invisible to search engines.
SEO isn't just about getting the technical details of search-engine friendly web development correct. It's also about marketing. This is perhaps the most important concept to grasp about the functionality of search engines. You can build a perfect website, but its content can remain invisible to search engines unless you promote it. This is due to the nature of search technology, which relies on the metrics of relevance and importance to display results.
The "tree falls in a forest" adage postulates that if no one is around to hear the sound, it may not exist at all - and this translates perfectly to search engines and web content. Put another way - if no one links to your content, the search engines may choose to ignore it.
The engines by themselves have no inherent gauge of quality and no potential way to discover fantastic pieces of content on the web. Only humans have this power - to discover, react, comment and link to. Thus, great content cannot simply be created - it must be shared and talked about. Search engines already do a great job of promoting high quality content on websites that have become popular, but they cannot generate this popularity - this is a task that demands talented Internet marketers.