Goshen News, Goshen, IN

Business

March 9, 2014

How Web search optimization has changed

You’re familiar with searching for things online. Whether a question you have, or a product you want, or for doing cost comparisons. In fact, the word “Google” has become a verb for doing an online search. You’ve likely heard this before, “just google it!” Any time a search engine like Google, Yahoo, or Bing is used, these search engines quickly present a list of relevant results from all over the web for the term you entered. These search systems continually scour the Web for new content and add new content to the mix of what could potentially come up in the search results. At the same time, they each have a method, or algorithm, that they use to weigh content and determine the importance (or rank) of Web pages, blog posts and more.

Obviously as a business, you want your company and content to come up well in search results. It’s a known fact that people click the most often on search results that are on the first page of the results shown, and nearly 70 percent of clicks are on the first six results on that page. So, it makes sense that businesses want their name, products, and services to appear in the best place possible to help them be discovered and clicked through to be visited.

An entire business industry called Search Engine Optimization was born out of this desire by businesses to be found better online. The work by businesses in this SEO field traditionally was to modify and adjust the client website code and Web page copy to help them improve in search results. Over the years, SEO techniques included things that were “Greek” to many business marketers and owners but were routine in SEO work, such as adjusting meta tags, keyword density, H1 Tags, anchor text, inbound links and more.

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