SEO, or search engine optimization, involves attracting audience members who are interested in your products or services. This is done through the use of keywords or phrases. A business can create a list of keywords it wants to rank for and then build content around those keywords. It is essential to constantly update your content with relevant new information in order to keep it fresh. SEO techniques vary greatly, but there are some basic principles that remain the same for all websites.
One of the most important components of SEO is content, and modern SEO focuses on providing high-quality content and an exceptional user experience. Search engines, like Google, strive to provide the best results possible to users, so by providing the best content, websites have a higher chance of ranking high in SERPs.
In the past, optimizing a website for search engines meant making it better for search bots and algorithms. This meant changing the website structure and link building strategies. However, manipulating the search engines was frowned upon, and Google’s Panda and Penguin updates addressed the problem by penalizing “spammy” content and websites with non-organic link building strategies.
In the modern world, search engines prioritize content by their relevance. In order to provide this, they scan different web content to determine which content is relevant to users’ searches. Moreover, these search engines reward sites that deliver relevant results that have improved the user experience.