A Quick Lesson In Search Engine Optimization

The purpose of search engines is to help users find what they are looking for. There are five aspects search engines look for in websites in order to rank them accordingly. These points are: popularity, authority, relevance, trust and importance.

The president and CEO of Epsilon Electronics Inc., Jack Rochel knows the importance of ranking for certain key words or phrases in order to be found online by customers. Twenty years ago, when a consumer wanted to find a mechanic or a jeweler in their city, they would look in the yellow pages but those days are long gone. If people cannot find you online, it will be tough to maintain a healthy business. Jack Rochel knows that ranking on Google is easier said than done.

Because of Google’s algorithm, also known as their secret sauce, no one can truly know how to rank number one for a certain phrase. There are many blogs dedicated to what people think ranks a site higher than others but no one really knows for sure except Google themselves.

SEO can be divided in two main strategies. On page-optimization is attained by making changes to the HTML code, the content on your pages, and the structure of your webpage.  But you have to know what Google considers when crawling your site. Proper keywords have to be placed in the URL, in the images and so on. Off-page optimization is as important if not more important than on-page. It generally focuses on building links to the website and leverages social media and digital PR.

Jack Rochel has done some research in how the technical process of SEO works. It can be broken down in five main areas. A search engine friendly website structure means that search engines can access your content without any technical barriers. How your content or, in other words, your information architecture is laid out is vital. It is important for two reasons: you want customers to quickly find their products and you want search engine spiders to be able to access and index all applicable pages. Well-research lists of key phrases are the very foundation of search. When people type in a search query, they believe with their search phrase, they will find relevant information related to what they searched. Then content has to be optimized to target those key phrases.

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Link popularity plays an important part on your site’s ranking. Jack Rochel uses this by linking his site with social media sites, blogs and tries to collaborate with other tech bloggers just to get his link in their article. User insights areanother important aspect that search engines use. They see what other users are clicking on and how long they are staying to test for relevancy.