SEO, or Search Engine Optimization, has become one of the most important terms in relation to conducting business online. The idea behind SEO is to drive more traffic to a website from search engine results. This traffic is meant to be organic. That is to say that the new visitors discover the site naturally through searching rather than paid advertisements or other means.

SEO is achieved then by creating content and metadata on a web page. Search engines use ‘crawlers’ that index pages that make up search result pages. Desirable content, or content related to a particular search, will be tracked by crawlers and included in specific search results. Having written content that includes keywords and addresses frequently asked questions is one way to help the indexing process. Cross linking different pages on a single website can also provide increased visibility. If a site possesses multiple URLs, canonicalization can help make sure separate URL clicks are counted under a single popularity score.

Not all SEO is created equal, and some is even considered bad, or improper. Like many operations in the tech world, these can be classified as white hat versus black hat. The search engines determine which techniques they approve of, and doing black hat techniques may end up in having a net negative effect on a page’s SEO. An example would be keyword stuffing, or adding invisible content to a page to fool search engines into thinking the website has relevant content. Cloaking is another example, in which that may give a different page based on who is accessing the page.

SEO can turn out great results no matter what kind of website you have. As search engines continually update their algorithms and regulations, it’s important to keep up to date with these changes. Very often people find what they need on the first page of results. By managing search results, proper SEO can ensure that your site is seen by the customers you want. Not getting the traffic you would like at your website? Curious how SEO could help your search results? Abstract Creatives is here to help. Contact us today to discuss your web needs and how we can help.