By: Basem Bitar

For businesses, it is not enough that they have an online presence. Aside from presence, the business must have deep online penetration, which can be achieved through search engine optimization (SEO) and its techniques. SEO simply refers to the strategies to improve the ranking of the website or webpage among search engines. SEO techniques target searches such as local search, video search, and image search.

When it comes to online marketing, SEO assesses how these search algorithms are working and what people are actually searching for. This can be accomplished through the removal of indexing barriers so that search crawlers that make use of HTML may be able to increase the relevance of keywords for a more effective content. While editing contents to suit search algorithms, the website is being promoted through SEO techniques utilized as it increases the volumes of inbound links and backlinks.

Any algorithm study will include the discussion on the possibility of integrating SEO tactics in website development through HTML source coding. Contents including images and videos, for instance, can be optimized for the Google bot to consider the webpage or site as search engine-friendly (SEF). Optimization for target market differs from one website to another. Nevertheless, the goal is to enhance not only the competition, but also the share of search of the website among search algorithms.

The problem is that ranking-oriented algorithms remain to be a challenge especially since Google is frequently changing the ranking schemes. Today, we are no longer witnessing keyword-stuffed contents, robotic backlinking, and even mass submissions because algorithms study noted that they are no longer effective. Even with a local search, a webpage or website owner needs to change the SEO techniques so that it will rank.

Google’s goal inalgorithm studyis enhancing the user experience by mean of making more accurate searches including local search. However, it is up to the SEO techniques that an individual or firms use whether the webpage or website will rank or not. When it does, it means that the page or site developers truly understand the algorithms requirement of Google despite the fact that Google’s algorithm setting is not disclosed to the public.

Google has its own way of ranking pages and sites. The challenge for SEO specialists is trying to gain a higher ranking for those search keywords with high completion. That is, it is rather easy to obtain a high rank using keywords with low competition. With the help of search algorithmspositioning, keywords with low competition should rank several times in SERPs or search engine results page before the page or site will receive visitors.

An effective SEO technique would be targeting search terms based on keywords strategically. There might be the need to focus on page or site’s popularity to veer away from the search algorithm of Google. When a website is popular, it will not only rank high in SERPs, but also bring traffic into the site including referral traffic. There are instances that a site may not necessarily rank high in search engines, but the volume of traffic into the site is high.