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The Basics of SEO (Search Engine Optimisation)
Search Engine Optimisation is the process of bettering a website's structure, coding, content and link relationships in order to achieve higher search engine results for targeted search terms.
How Search Engines Index Your Website.
Search engines use automated software known as robots or spiders to gather important information about websites and pages. In order to ensure that these robots can gather this information means optimising the structure and code of the website so that they can easily navigate links and pages.
How Search Engines Provide Results in SERPs (Search Engine Result Pages)
Search Engines use mathematical algorithms to determine the relevance and importance of web pages in relation to the search terms entered. The higher a particular web page ranks in the search engine's results, the more important and relevant it is deemed to be for the user.
Search Engine Ranking Factors
Google has stated that it uses up to 200 different factors within its algorithm to determine the importance of a web page or site within search results.
Three of the main considerations are a website's structure and coding, its content and its links (both internal and inbound).
Structure and Coding
It is important that a website is coded correctly and meets the latest recommended web standards. It is important that websites can be easily navigated.
Content
A web page's content will help determine the relevance it has to a particular search term. A web page that is properly optimised will target these search terms through the use, position and repetition of these keywords.
Links
The number and structure of inbound links from other 'important' and relevant websites is seen as an important factor that Search Engines take in to account within their algorithms. Google has made known that it considers a smaller number of links from relevant and authoritative websites is more important than a huge number of links from irrelevant websites.
