Search engines like Google and Bing use crawlers, sometimes also called bots or spiders, to gather information about all the content they can find on the internet. There are a lot of factors that go into the search engines’ algorithms, and those factors are evolving all the time to keep up with changing user behaviour and advances in machine learning.
As SEOs we use our understanding of ranking factors to develop and implement search marketing strategies that include a balance of on-page, off-page, and technical best practices. We help the organisation to earn and maintain high SERP rankings and, as a result, lots of high-quality user traffic, by employing a strategy that prioritises user experience, employs non-manipulative ranking tactics, and evolves alongside search engines’ and users’ changing behaviours.
The SEO process includes six general phases:
- Business research, competitor analysis, current state assessment, and keyword searching
- Planning and strategy, including decisions on how to handle content, build links to the website, manage social media presence and technical implementation strategies
- Implementation, where optimisation decisions on a site’s webpages and the website as a whole are executed
- Monitoring, where the activity of web spiders, traffic, search engine rankings, and other metrics are observed for producing reports on which assessment will be performed
- Assessment, involving checking the summarised effects of the strategy (and its implementation) against the SEO process’s stated targets
- Maintenance, where both minor or major problems with the website’s operation are handled as they arise.
The SEO process targets mostly organic links and search engine result placement, but it is often complemented by more aggressive measures (e.g., paid search ads) and is often part of traditional marketing campaigns.
THE MKV COMMUNITY
Search engine optimisation (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimisations, they could have a noticeable impact on your site's user experience and performance in organic search results. [Google]