Search Engines are looking for certain things on either your web page (Onsite SEO) or are looking for information about your site elsewhere (offsite SEO).
These formulas are used to analyze large amounts of data pertaining to the all of pages they can find in order to determine the pages in which they should show someone and in which order, when they do a keyword search or use a phrase.
What we as SEO experts do is to take a look at your target audience and do a little "reverse engineering" what the search engines are looking for. Then we make sure that your web pages have all of this in place and in the correct order and balance in order to satisfy both the Onsite & Offsite requirements.
It's a delicate balance of backlinks, citations, GMB, Google reviews that make a site rank high on the search engines and being mobile friendly.
Everyday the search engines are constantly refining how the web pages are ranked but the two main elements that make up the foundation of a successful first page ranking are...
Onsite- your infrastructure & content
Offsite- how your site is seen by other online sources
After all of this...it's all about the strategy and techniques used to make it happen. The search engines use hundreds of different signals to evaluate a web page and the these signals are refined year by year. So our job is to keep your website at cutting edge cause that's what you are paying us for.
How search engines work -Organically
When you type in a search query you end up on a page called the SERP (Search Engine Results Page). THis page is divided up into organic or natural results and paid or advertised results. Google is showing what it thinks is relevant to your query.
Search engines used a system called a "crawl" or "spiders" that are sent out to search the web and follow links from one website to another and even the links within a given website. This is going on all day everyday.
This is why having links to your site or "inbound" links are so important. Having these links keeps the spiders coming back and learning that your site is still relevant. The spiders are used to index the pages that they find and are stored on Google servers. When you do a search with Google you aren't actually searching the web, you are searching Googles servers which store the data that the spiders have found and indexed.
This then gives you an ordered list of ranked pages using Googles algorithms. These algorithms are used to calculate the value of the pages using many different factors and then decides on what pages it shows you.
This all takes place in less than a second. You can then click on any of the results using the title and or description or the URL (address) that is being displayed to determine if this is what you are looking for. Google does not receive any revenue for these results.
How Search engines work -Paid Advertising
Google also will display paid ads which are relevant to your search query. These are placed above the main body section of the page and just to right of the SERP. These ads will only show up if they are relevant your regular search results.
The ads positions are based on bids or how much someone is willing to pay for one single click on their ad. Of course the higher the bid the higher up the ad is located on the page. Every time a user clicks on one of these ads the advertiser is charged the agreed upon bidding price. It's also a popularity contest as well in regards to the ads ranking.
The more clicks an ad receives the more likely the ad will receive more prominence on the page. These paid ads have zero effect on natural or organic search results.
Each day one quarter of the search terms used, the search engines have never seen before. We focus on "keyword clusters". Which are groups of keyword phrases that focus on high volume "core" keyword phrases. Examples may be like "cars" and the cluster might include "high end cars" or "luxury cars".
We use the latest SEO software and tools to find the right balance of keyword phrases to target those searches.
Existing & New Content
Our approach to Onsite SEO is to try and match one keyword phrase from each keyword cluster on each page of your website. Normally the home page will focus on your "main" keyword phrase and the following navigation pages target the next most important keyword phrases and so on. Sometimes your website won't already have the web pages needed to target the more important keyword phrases you are looking to target. If this is the case then we will help create the new pages to reach these terms.