6
Jan
2020

How SEO Improves Your Website

by Keith Hodges, Content Strategist
Online Marketing & SEO Search Engine Optimization SEO
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graph illustration showing an increase in web traffic

Website Ranking and Google

Search Engine Optimization, or SEO, is the process by which Google and other search engines rank websites. Google has joined the ranks of Kleenex, Popsicle, and Band-Aid in becoming an American eponym. It represents not just a company, but the entire concept of searching the web. Other search engines exist that haven’t attained Google’s eponymous popularity:

  • Bing
  • Yahoo
  • Ask.com
  • AOL.com
  • Baidu
  • WolframAlpha
  • DuckDuckGo

Target Audience: Search Engines Aren’t Equal

Google is number one. Companies vie for the top spots in search results. These coveted SEO results are especially limited when searches are performed using a mobile device. This elevates the CTR (click-through-rate) of the companies in the top spots. Your website will be more visible with a higher ranking. Google’s search engine operates by recognizing keywords in queries and displays thousands of ranked results based on the keyword search terms.

Bing (and by default, Yahoo) is Microsoft’s search engine. It also powers Yahoo’s search. Bing’s strengths are twofold. First, the video search results returned in a horizontal rather than vertical format making them more accessible. Secondly, Bing’s goal is to return material that is contextually related to the search terms. Because computers are machines operating without consciences, this algorithmic learning process has not been smooth.

Ask.com and AOL.com are smaller variations of Google’s theme.

Commerce, AI, and Privacy Matter

Baidu is recognized as the Chinese Google. Its algorithms run similarly to its American equivalent. Baidu is a gateway to the Chinese consumer market. This fact alone makes it an important target for SEO. WolframAlpha stands out because it tries to make sense of queries. It then attempts to answer the query as a concept. Google’s search is comparatively more elementary. Duck Duck Go differentiates itself by focusing on security. It aims to protect users’ privacy and doesn’t filter results based on personalization.

SEO is a must-have if you intend to compete online. It requires an experienced SEO professional and an ongoing strategy. We have developed a proven SEO plan called SEO Workbook that will help you to improve your ranking goals over time. If you want to know more about how to start SEO for a website, contact us and tell us about your ranking goals.

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