Basics of Search Engine Optimization

Searching in search engines is the second-most common activity on the internet (after exchanging E-mails). That means for you as a businessman that your customers are already on the internet.
While you can research for customers after you have made your product/service, you can also reach them at an earlier point in the decision making process.
Therefore it is very important that your website appears in the search results for your selected keywords. This is where the search engine optimization of your website comes into play.

Principles of Search Engine Optimization

The internet is getting bigger every day, and search machines must keep up. To be useful for the users, the search engines must always display the most relevant and latest results. In order to do this they must constantly search the web for new websites in their directory and record, as well as check known websites for changes.
Search engines implement a “search algorithm” in order to do this. The specifics of each search engine’s algorithm are kept a secret from others. Because exchange of information and communication changes so quick on the internet, search engines must constantly change their algorithms in order to continuously display the most relevant results.
This means that the criteria for being the top-hit is constantly changing, so optimizing a website for search engines is a continuous process.

Search Engine Optimization / SEO

  • Puts websites in the top non-paid results
  • The position in the results is determined by a variety of factors, only a few of which are known. The remaining is trial and error, and most importantly experience.
  • Neither online-marketing service providers nor customers determine what works and what doesn’t. Only Search engines determine what works and doesn’t, and that’s usually Google.
  • The Innovation Cycle (the duration of Google’s rules until another set is implemented) is usually shorter.
  • Whoever performs the search engine optimization must constantly adapt to a persistently evolving set of rules. This is where rankingCoach helps.