Search engine optimization is complex, but it essentially consists of two fundamental elements:
For CEOs of Fortune 500 companies, this knowledge is probably all you need to converse with your search marketing department. Of course, it always helps to understand the “why”, and after reading this article you will be caught up.
Small business owners and SEOs must know more; but sometimes, in our chase to solve the mystery that is The Search Algorithm, we lose site of the fundamentals and goals. It is always good to be reminded what is important.
Concentrate on link building and adding text (or “content”) and you will improve the visibility and rankings of your site.
Why are links one of the two most important factors in SEO?
Links are an important part of SEO because of Google. Originally, Google’s Algorithm was based primarily on the following concept:
1) If site A has more inbound links than site B it must be “more popular”
2) If page B has more inbound links on it than page B it must be “more popular”
In Google’s collective mind, more links and more popularity equaled a more reputable page.
I am using the past-tense, because Google now uses links as only one of many factors that determines what site will show up number one in the search engine rankings. Supposedly there are over 200 variables used to in Google’s formula, though The Formula is a closely guarded secret.
Why is text one of the two most important factors in SEO?
Think about the act of “googling” or searching for something. You are typing words (text) into a form and telling a computer to “go find sites that have these words”. You are not drawing a picture, making a sound or downloading your memory (though that would be cool). Thus, a search cannot find pictures and sounds and videos unless they have corresponding text.
This is why your site with pictures (and only pictures) of cyclones is not ranked #1 for “cyclones”. The search engines just see that you have a picture file.* If you want your site to be search engine friendly, a good rule of thumb is to stick some text on your site.
*There are advanced techniques (beyond the scope of this article) that you can use to get around these problems. Speak to your SEO expert.