What Does SEO Do For You? Why Should You Know It?

Updated: Mar 24, 2021

Google's job is to bring the best in the category to the top and present it to you when you search something. If you learn what logic Google follows in its search for the best, you will know SEO. From there optimizing your site is simply a matter of putting in the work. Before you know, your site will be optimized for local search. It will help Google bring it up and show it to the people who are looking for what you are selling. It is simple as that.

Any business, whether it is online, or a physical location, needs to make sure people can get to it. So it needs SEO. With SEO it can be easily found. If you go on google now and search for keywords related to your business a map with a few businesses will appear. Ideally you want your business to appear in that area. To be on Google's first page is the goal of every business. But in order to get your business there you need to know how Google works and how SEO makes it possible for Google to love your site.

How do Google's simple concept and complex system work?

When you type in a word into google, the engine checks the various website signals or ranking factors, such as how relevant your website is in comparison, to give you a list of sites that best match your search word. What you might not realize that Google isn’t doing a live search of everything on the internet whenever a search happens, it simply searches a stored copy of all of the sites that Google has discovered. This copy is called Google Index.

To create this index, Google uses a program called “spiders” which implies that they crawl to the web. Each spider functions the same way: starting with a single page then follows the links on that page, looking at content on the next pages and the next ones and the next. As that happens all the content in these pages gets crawled and is stored in Google’s servers, and that’s how Google index is made, these spiders are constantly crawling trillions of pages at a quick pace. This ensures that the index is up-to-date as possible and newer sites and connections are discovered quickly.

And you might be wondering how you're ranked on Google. Algorithms.

Google does a lot of processing to rank millions of websites in a fraction of a second. These procedures or tasks are performed by algorithms (an algorithm is a list of instructions and rules that a computer needs to do to complete a task). Whenever you look something up on Google, an algorithm looks into the index and comes back with a bunch of websites that match your search and the results are organized and presented to you in the order of relevance, ranking and popularity. The algorithms are a bit more sophisticated then mentioned here and are capable of performing quite complex calculations during these super fast searches of a lot of on-sites-and off-site elements to decide which site has the most relevance to your searched word(s) and places it on top of the list.

Local SEO algorithms have a proximity element.

Working on your local SEO will help improve both the prominence, relevancy, and popularity of your website. In general if your website's elements or digital footprint is more in line with what the algorithms are designed to search, it is bound to perform well in the searches and show up on top. There is simply no chance of it not responding well every time a relevant search is entered and your site meets all its criteria. However, there's a bit of a difference in the figure of local SEO, for the local organic search results, after Google analyzes the behavior of the users doing the searches, it figures out people seeking certain types of businesses usually needing a result from around their area. Which is why Google's local algorithm has a proximity element, which is a way to say that Google knows and uses your location whenever you search for a local keyword. This happens despite looking up a place in your city or the more common "Near Me" searched term. For example, if you were to order some food and looked up "Burger delivery" at your workplace you'll get a list of the nearest restaurants offering Burgers, but if you were to do that at home you'll get a whole different list of restaurants. Local search has been around for many years, the only setback was the fact that people were mostly using their desktop for searching, but with the increase of mobile internet access, local SEO has become incredibly important for your business's success if you're offering local services.

What does all this mean for your local business?

It simply means that unless you are the only business of its kind in the area and everybody already knows you, you have no choice but to sooner or later learn to attract customers or clients using your internet and a website. You have to find a way to get in front of people who are already online looking for similar services. This means that you have optimize your business for local and general organic search on Google and other search engines. It could be challenging but you may not have an option. Sooner or later you will have to jump on the bandwagon in order to survive. This takes us back to how you optimize your pages to make it easier for Google crawlers to see your data, make sense of it, and list it for your customers who are searching for it across town on their computers. This means key words, meta descriptions, title tags and a whole host of other SEO strategies have to be in place for Google to like you. It is not just Google. All search engines and directories follow the same basic principles upon which the online world is built. You could also list your business on Google's business listing.

Google ranking is all about value and quality content on your site.

With all the algorithms, crawlers, descriptions, tags, etc. etc. your site is still not going to do well because all these are simply instructions and methods by which Google brings your site to the top of the page when someone is looking for it. But Google crawlers have an unquenchable appetite quality. There is no end to it. They are constantly looking for better quality and more value to bring to the front of the page. They are loyal and committed to finding the needle in the hay stack for every search that is entered in the browser. So you must aim to have the best content on your website that provides real value to its visitors.

A final note, just when you thought you had it all covered and you will follow everything Google wants you to, just know that the SEO strategies are constantly changing as Google's algorithms evolve around the changing requirements. SEO is an ongoing process. It may be challenging but it is essential.

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