Search Engine Marketing Equals Visibility

Search engines have become increasingly sophisticated, but even all the advances in the field, they still can’t see and understand the web page content without a little help from us.

Why Search Engine Marketing Is Necessary For Success

The crucial area of Search Engine Optimization is to make websites understandable to search engine bots and the users.

"Regardless of how sophisticated a search engine is, it will have a hard time understanding contents like a photo at the highest level of sophistication..."

By now, you are starting to see a pattern that usability is a crucial aspect of SEO, making your website easy for both users and the search engine robots to navigate and understand what’s in it is of utmost importance.

That is why SEO helps the Search Engines to figure out what each page is all about, while improving the usefulness for our users.

Our primary objective is to make our website more comfortable for the user and the search engine robots to understand.

However, how can we make a search engine understand what’s in the image, for example?

Luckily, SEO allows us to understand just how search engines understand the content. This way, we can manipulate or build properties around the content we put on our website, that is why search engine marketing is essential.

Without SEO, the search engines would not be able to understand a lot of the content that is on a specific web page.

I know what you are saying, isn’t enough, I have already optimized my website for the search engine by doing keyword research and maximizing everything from the meta - description of the copy.

Now I even have to tune my images for the search engine to understand what’s in it.

It is too much.

Luckily, it is a simple process, and it does not take much time.

How you should optimize the images during the creation process

Before adding images to our site, we should have in mind that we need to:

Give it a descriptive file name

Let’s say you are uploading an image to your website, or a blog from your digital camera, a stock photo site or even your smartphone.

It will probably have an automated generated numerical file.

The problem is that search engines cannot read and understand what the image about.

For Search Engines being able to understand what the content of the picture, you need to give your image a proper name.

You should use descriptive, keyword-rich file names that apparently give an idea of what the image is all about.

Let’s say, for example, that you have an image of a pair of men’s black leather shoes; you should have a file name like men – black – letter – shoes.jpg.

You want to have short, clear and descriptive file names that will act as an indication of what your image content is all about to the search engines.

Reduce the file size

There are two essential aspects to an image file size: one is its dimensions and how much storage space it will require.

When you are optimizing an image, you should have in mind that the bigger it is, the better.

You want to make sure that your image displays appropriately on most computer monitors.

Please try to avoid using small, thumbnail-sized pictures, unless they are the only possible option that you have been available.

It is also vital that your image be very lightweight.

Site loading speed

Because large images will take much longer to load, slowing down the performance of your site and site speed is very important.

This is extremely important because there are lots of studies that show that most users will wait about 3 to 5 seconds for a website to load before they decide to leave.

Also, page loading speed is a factor in Google’s ranking algorithm, which means that if your site takes long to load, you will not only lose rankings on Google’s, but you will lose potential customers.

To avoid this problem, you should use software like Adobe Photoshop, or any other image manipulation software that allows compression of the image.

This way, you will be able to decrease the file size of your image files, reducing the loading speed.

However, you should also have in mind the need to maintain the quality of your image.

You will need to strike a balance between the compression of the image and its quality.

How can I optimize the image when adding it to the site?

Now that we have given a proper file name for the image and had reduced its file size so that it will not affect our website loading time, we can now finally add it to our site.

The next step is to optimize the image by adding an alt tag and a title tag.

A title tag is the text alternative to the image that the browser will use if he cannot correctly render them, for some reason.

The ALT tag stands for alternative information.

Since the search engines cannot see the image because they rely on the information you include in the ALT tag to determine what the picture is all about.

When giving the ALT text to your image, you should use relevant keywords in the description.

Now you need to be careful to avoid being trapped in over optimization, let’s say that the image is irrelevant to the keywords you are using, that will probably have an adverse effect with the search engine.

Search engine technological limitations

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All major Search Engines operate on the same principles, as we explain in chapter 1.

Automated search engine search bots will crawl the web, follow links, and index content in vast databases.

Artificial intelligence is being added to the equation, but modern search technology still has limitations.

There are a vast number of technical limitations that cause significant problems in both inclusion and rankings.

You can see the most common list below:

Problems and limitations with crawling and indexing

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    Online forms: Search Engines have some deficiency in the ability to complete online forms like, for example, a simple login, so any content that is behind the login phase of the website will not be crawled or indexed staying hidden from the search engine.
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    Duplicate pages: In our days, most people are using CMS (content management system), and when they are creating content, they sometimes create duplicate versions of the same page. This is a big problem for search engines that are looking for entirely original content.
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    Blocked in the code: your website has a critical file the robots.TXT. This file is your website crawling directives to the search engine bots. If this file presents errors, it may lead to search engines being blocked from accessing your site.
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    Poor link structures: If your website link structure is not understandable to the search engines, they may be unable to reach all of your website content, or the crawlers might find your content non-important to the search engine index.



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Problems matching queries to content

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    Uncommon terms: When the text is not written in common words that people use to search. Like, for example, writing about food, heating units when people are searching for stoves.Language and internationalization subtleties: a good example is a color versus colour. You should use exact matches in your content.
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    Language and internationalization subtleties: a good example is color versus colour. You should use exact matches in your content.
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    Incongruous location targeting: targeting content in Portuguese. When the majority of the people would visit your website are from France.
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    Mixed contextual signals: Mixed messages will send confusing signals to search engines. For example, if the title of your blog post is the best laptop under a thousand dollars, but the post, itself is about desktop computers that are compact you are just confusing the search engine.



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Your most significant objectives are to make sure your content gets seen

One of the keystones of Search Engine marketing is to optimize your content for your users.

Once you get all the technical details of search engine friendly web development, then you must also market your content.

The Search Engines by themselves cannot evaluate the quality of all the content on the web.

Instead, Search Engine technology relies on the metrics of relevance and importance.

Consequently, they will use those metrics to track what people do, when they discover, react, comment, and share.

As a result, it is not enough just to build a perfect website and write great content.

You will have to get that content shared all over the Internet in the most relevant places.

Good search engine marketing strategies will boost your conversion rate.

search engine marketing And Competitiveness of search engines

Take a look at any search result page, and you will see why search marketing still has a very healthy life ahead.

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You will find on average ten positions on the search result's page.

The pages will fill those positions based on rank.

The higher your page is in the search results.

The better will be the click-through rate, and ability to attract searchers.

The results located in position one, two, and three received almost all the traffic.

That is why there is this substantial financial incentive to be in the top three spots in the search engine rankings.

It does not matter what happens in the future.

Websites and business will always compete with each other for the top spots in the search engine rankings.

The primary objective is to get as much user traffic and brand visibility as possible.

The constant evolution of SEO

In the beginning, back in the mid-1990s, you would have to worry just about manual submission, the meta-keywords tag and stuffing keywords in the texts.

Afterward, in 2004, it was required to do some link building with anchor text, and acquire lots of links from blog comments, next using lots of interlinking from websites to boost positions on the search engines.

Later in 2011, social media marketing and vertical search inclusion became mainstream and were needed for search engine optimization.

Considerable improvements in search engine algorithms change the way we do SEO today.

One thing is certain websites will always compete for attention and placement in the search engines, those who know how to do SEO will have a clear advantage.

By applying the knowledge and experience, it will be able to improve the website rankings benefiting this way of the increase traffic and visibility.  


Sergio
 

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