SEO tutorial: What is search engine optimization? | lynda.com

By | August 12, 2019


Plain and simple, Search Engine Optimization
is the process of making improvements on and off your website in order to gain more exposure
in search engine results. And more exposure in search engine results
will ultimately lead to more visitors finding you for the right reasons and going to your
website. In order to understand what improvements will
affect search engine results, let’s take a step back and understand the goal of the search
engines themselves. At the heart of it all, search engines are
just trying to find and understand all the content out there on the Internet, and then
quickly deliver relevant and authoritative results based on any phrase that a user might
be searching for. First, let’s talk about relevance. When a user searches for something like California
hotels, search engines want to show a list of results that are relevant to the topic
of California hotels. Search engines will analyze all of the web
pages that they’ve ever visited and pick out the pages that they believe are the most relevant
to California hotels. They determine this by evaluating lots of
different factors, including how your content is written and implemented in code, as well
as how other websites around the Internet are linking to you. And all of this stuffed into a very big, very
complex, and very proprietary algorithm. At the end of the day, and in a fraction of
a second, a search engine is then able to rank and display all of those web pages in
order of relevance to that phrase that the user just typed in, California Hotels. This is very important to understand, because
search engines make a very clear distinction between content that’s about California Hotels
versus content relevant for other phrases, like California resorts, or a phrase like
beach getaway. Search engines are able to understand quite
a bit about semantic and thematic connections between words and concepts. Take another example: dog crates. A search engine knows that pages selling dog
crates are extremely relevant to that search query, but it also knows that websites about
pet carriers are also very relevant. It also knows that a website promoting things
like pet food and dog toys might also be relevant to that search query, but perhaps less so. The other factor that influences search engine
exposure is Authority. In other words, out there on the largely lawless
World Wide Web, where anyone can post anything, is your website a trusted place on the Internet
that the search engines would want to show to their users? One very common way that search engines determine
the authority of a web page or a domain is by evaluating what other websites think of
you, and this can be measured through the links out there that are pointing to your
website. You can think of a link as a vote on the Internet. A web page linking to your website is almost
like saying, hey, I trust your content enough that I am wiling to reference your page and
possibly even send traffic to your site. It’s a vote of trust, and the search engines
pick up on this as they scour the web reading, evaluating, and storing all the data that
they can find on all the pages of the Internet. But it’s important to know right from the
start that this not just a popularity contest where you try to accumulate the most votes
on the Internet. Search engines have safeguards in place to
prevent this kind of abuse, and instead place an emphasis on the quality of a link. For example, a search engine is more likely
to trust a link if it comes from a well respected or industry-related site, like an industry
leading blog or a nonprofit or government agency that’s involved in your field of work. A link coming from a one month-old site that
has nothing to do with you or your industry, right above some text that says “I’ll link
to anything you want for five dollars” is not going to be valued nearly as much. From the search engines’ perspective, some
links are more effective than others in casting their vote to your website and determining
your site’s authority. So you might think of this whole system as
a weighted democracy where some votes are worth more than others. Understanding how important both relevance
and authority are to a search engine, will help us to both understand and improve these
factors, and will ultimately lead to better search engine exposure and more visitors to
the pages of our websites.

5 thoughts on “SEO tutorial: What is search engine optimization? | lynda.com

  1. Colten Mallory Post author

    Yes of course and this particular video was very useful for me thank you very much. By the way I am a marketer and I utilize youtube for traffic. Wanna learn how I do it? Please go to my channel and find out more about the exact methods you can use for the benefit of your business (how to get unlimited traffic, increase sales, channel popularity, and much more…). In my channel you will find a video about my video marketing course. You should check it out.

    Reply
  2. Elizabeth Crow Post author

    Concise and easy to understand introduction to SEO. Thank you for posting it!

    Reply

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