SEO search bar drawn on chalk board
July 17, 2023
 SEO, otherwise known as Search Engine Optimization, refers to the practice of creating and optimizing relevant, authoritative content in a manner that assists visitors (as well as search engine crawlers) in finding answers to their primary inquiries. The ultimate objective of conducting SEO on any given website is to enhance the quantity of high-quality, relevant, and authoritative content available. By refining and expanding the content on your website, you can increase the amount of traffic that your web content receives from search engines on a daily basis.

What Does Optimization Denote?

We all understand that web content is targeted toward people. If you provide exceptional content to your customers and they are satisfied, you will achieve success. However, there are additional measures you can take to optimize your content for search engines. While each search engine supplier prioritizes various website and web content characteristics, you can enhance your search engine optimization by following top SEO advice, which encompasses adhering to best practices for writing for the web, strategically identifying and utilizing keyword phrases, and establishing your website's technical implementation based on established guidelines - regardless of the search engine provider.If you're creating new content, you have the opportunity to optimize it as you write. Consider the best practices for SEO marketing. Additionally, you can strategize, analyze, and optimize existing content that currently has lower rankings than desired.

How Does SEO Operate?

Search engine crawlers, also referred to as bots, scour the internet in search of all the content they can find. They accomplish this by following internal links within websites and links across different websites. The bots examine the content on each page - including the URL, title tag, headings, links, and more - in order to gain an understanding of what each page entails. The search engine provider then utilizes all this information to construct what is known as an index.

What Factors Influence SEO Rankings?

Search engine rankings are influenced by many factors, with content reigning supreme. High-quality, authoritative content will keep your visitors satisfied and attract links from other websites. Following content, incoming links play a crucial role. The greater the number of websites that link to your content, the more trust and value search engines like Google will place on your content and website.In addition to content and links, here are some other essential SEO factors:
  • number of incoming links
  • quality of incoming links
  • keyword phrase usage
  • page loading speed
  • user experience
  • HTML and schema markup
  • domain authority
  • social media signals
  • mobile optimization
  • key usage metrics
All of these factors, in conjunction with the search engine's comprehension of your content, are employed to transform an index of data into rankings for various searches (also referred to as queries) conducted within search engines.

Who Can Influence SEO?

When every team member adheres to content and technical best practices, it becomes simpler for search engines to crawl, index, and comprehend your content. Several individuals can influence search engine optimization, including:
  1. Content creators
    1. Writers
    2. Photographers
    3. Videographers
  2. Technical staff
    1. Front end
    2. Back end
    3. Infrastructure
Each team member must familiarize themselves with and account for search engine optimization as they perform their specific tasks related to creating and maintaining your website. Technical staff can learn more about technical SEO.

How To Attract Search Engine Traffic

You can work on increasing your search engine traffic by developing and optimizing content-rich, authoritative content centered around topics in which you possess knowledge and desire to rank well. For further information, refer to our top tips for search engine optimization, as well as our tips for writing for the web. You can also consult Google's SEO Start Guide.

Keyword Phrase Competition

Search engine rankings are highly competitive. It is easier to rank for more specific keyword phrases, such as "copper mines in upper Michigan" or "mechanical engineering faculty utilizing nanotechnology," as opposed to broader terms like "copper mines" or "mechanical engineering." However, more specific phrases are searched for less frequently. While they offer a simpler path to search engine rankings, they also come with a smaller potential for traffic growth.

Identifying Keyword Opportunities

Creating exceptional content alone does not guarantee search engine traffic. Ask yourself: Would anyone genuinely search for this content? Numerous tools exist for conducting keyword phrase research and estimating search volume, available from companies like Moz, SEMrush, Ahrefs, and more.

Additional SEO Resources

If you have a strong desire to improve your search engine optimization skills, refer to the following additional resources to gain a deeper understanding of what search engine optimization entails.

Michigan Tech Websites

If you're interested in researching keyword opportunities and creating an optimization strategy for your Omni CMS website, get in touch with the Digital Strategy and Services team (cmshelp@mtu.edu) within University Marketing and Communications. We are enthusiastic about collaborating with you!Source

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