Search engine optimization (or SEO) is a phrase used to describe the creation of content in such a way that search engines can easily find a website or specific page easily. This marketing endeavor is accomplished using several different tactics.
Many professionals and business owners question why it takes so long for their SEO efforts to prove fruitful. Other marketing efforts – such as paid advertising – can show significant results in a short period. Why not search engine optimization or organic traffic marketing?
The only way to fully understand the reason behind this is to learn how Google (the primary search engine used around the world) does what it does. Continue reading below to find out about Google indexing, crawling, and PageRank.
Google uses crawls (explained below) to find new pages, as well as obtain a good idea of what is on those pages. Once it has done this, Google then incorporates the new website and its different pages into an indexing along with millions of other sites. When someone searches for a keyword your webpage targeted it pulls up the results most relevant to that keyword and somewhere in that listing will be your website.
We told you that Google crawls in the paragraph above, but we don’t mean it literally. Instead, “crawling” a website is accomplished using digital bots.
Although it’s a little more complicated, the bots essentially scan websites which already exist inside of Google’s index. If they discover a new external link (i.e. one which has not been indexed) then they follow that link, so they can add that site to the index.
It’s a constant process, with bots regularly scanning existing web pages so they can find new links to scan, which are then added to the index, so they can scan those for new links. It’s very circulative.
So how does the Google search process really work? We now understand some of the delay in SEO (remember the bots) but how do you end up in search engine ranking pages (SERPs)? Let’s break down the search process step by step for a clearer understanding.
But wait… what is Google PageRank and how does it choose which websites are worthy of the highest positions?
The problem with this formula is that it’s top secret. We do know a lot of the items that help websites or content rank, but nobody knows for certain which are the most important. A few of these items, for example, include:
Another thing we know is that It is this system which is responsible for how long good SEO takes. Not only do web pages need to be crawled so they can be indexed, but PageRank then has to determine where it should fall on SERPs.
Since traffic and backlinks play a crucial role in this determination you can expect a slow, steady rise to the top versus an overnight first-page ranking.
You may not be able to improve your website traffic overnight but by focusing on other items affecting your ranking you can slowly start bringing people to your website. This, in turn, will gradually increase your traffic ranking which, once again, will bring more visitors to your website. It’s another cycle in the way SEO works.
Below we discuss some of the things to ensure if you want to have the most success in your search engine optimization efforts.
While it can be aggravating when SEO takes more time than you’d hoped, know that if you stick to the best practices detailed above you will soon find great success in your efforts.