By definition, search engine optimization is the process of making a site optimized for search engines. While this may seem a little bit of a simplified definition, let’s think about concepts of design and the intended audience. Would you choose English as your language for a Chinese website? What font is the right font? What colors should be used? I bet legibility, grammar, and spelling count for something, agreed?
Let’s take the ideas behind the design principles and apply them to a non-human audience, Googlebot. Googlebot, for example as one of the most important web crawlers, isn’t going to look at your photo except to see what alternate text will be provided if the image doesn’t load, and perhaps the file name, file size, and file type, which may or may not give Google any index-able material you care about having indexed.
Googlebot cares about the structure of your page in a similar way that any one of us would read a book, starting with the ISBN, then the number of pages, then by looking at the table of contents, looking up the number of illustrations and where they come from if referenced, and memorizing where all chapter titles are placed on a page. That’s how you read a book, isn’t it? SEO, in simplest terms, is making sure that your website is easy reading for Googlebot to kick back and relax with.
“As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.”
At Jacob Tyler Creative Group, we’re also able to take a deep dive at how search engines look at your web host server setup, and how to get the most out of your configuration in terms of speed, user experience, and of course being easily found. Note: Currently, we are offering this service for LAMP systems only, but these systems constitute most of the web so, most likely, you’re in luck.
Note: Search Engine Optimization (or SEO) should not be confused with Search Engine Marketing (or SEM) which has the broader scope of bringing in traffic from external sources. To cite Wikipedia.org,
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion. Other sources, including the New York Times, define SEM as the practice of buying paid search listings.
Most SEM strategies outside of SEO by nature are not concerned with either usability or with the ease of parsing through an electronic document. SEO, specifically, is not focused on external linking strategies, social networking, email campaigning, pay per click, and the many other types of online marketing. Questions like “Are you on Google Local business or not?” are irrelevant to SEO.
Stay tuned for our next Search Engine Optimization posting…
For part two, click here.
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