Search Engine Optimization or "SEO" is very likely the most important tool you can use to improve your bottom line. Basically you can have the most beautiful and functional website ever designed and see no increased business without a good SEO specialist working for you. Here is an example. Have you ever wondered why some people are successful? How did this person rise to the top when they do not have your skills, your expertise or experience? It is because they are great communicators. This person is a success because he or she has mastered the ability to communicate with others. This person hears what other people are saying, he or she understands it and responds in a manner that is heard and understood by the other person. People find this person easy to work with so deals are struck, goals are accomplished and money is made, this is why this person is successful.
Search Engine Optimization or "SEO" is basically communication between your website and people on the internet. A person communicates with the search engine by typing in a word or phrase, and the search engine then communicates with websites that have relevant information that relates to what the person has asked. Websites that with effective Search Engine Optimization have mastered communication with the search engines. A Website communicates with search engines and people on the internet the same way a successful person communicates, with "Relevant and Meaningful Communication" or what Google calls "Relevant Content".
What is Relevant Content? Relevant content is what your website presents, is it useful? Is it meaningful? Is it Relevant to the search engine query? Will the reader enjoy reading it and be able to put it to good use? This is Relevant and Unique content and google likes this. If your website is just stuffing key words and phrases into a page with no real relevant content to get the search engines attention, you will get their attention, you will be banned.
Domain Authority is one of the most important website metrics there is especially when it comes to SEO website optimization. This metric was developed by Moz, and SEO experts believe that the greater your domain authority, the more likely it is for your website to generate more traffic and even rank high in search engines. Domain Authority is a score developed by Moz that predicts how well a websitewill rank on search engine result pages (SERP). Domain Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.We calculate Domain Authority (DA) combining many of our other link metrics — linking root domains, number of total links, MozRank, MozTrust, etc. — into a single DA score. This score can then be used when comparing one site to another or tracking the "ranking strength" of a website over time.To help Domain Authority calculations approximate actual ranking positions, Moz will employ machine learning against Google's algorithm to best model how their search engine results are generated. It is however important to note that just because a website has a low DA ranking, does not mean it will not rank high in the SERP. This does not mean you should abandon your attempts to increase your DA ranking. This means that increasing your DA ranking along with your Search Engine Optimization (SEO) efforts will help you to dominate the SERP.
Just how does Google decide which websites to rank high in the Search Engine Result Page (SERP)? Googles early ranking algorithm stemmed from Albert Einstein, thats right Einstein. Larry Page and Sergei Brin were students at Stanford University. They discovered that scientists would write a theory/paper and reference another scientists paper, these references acted almost like a vote. The more your work was referenced by other scientists like Albert Einstein was referenced, the more important it must be. Larry and Sergei realized that if they downloaded every scientific theory/paper and looked at the references each theory/paper had to other scientists theory/papers, they could "theoretically" decide which scientists theory/papers were the most important and rank them from most to least important. Basically when scientists would read a theory/paper written by Albert Einstein, they were amazed at his genius and became inspired to write their own theory/paper and reference Albert Einstein which made him the most famous and in this case ranked the greatest genius.
So how does Albert Einstein relate to website ranking? Larry and Sergei decided that this is how websites should be ranked, by the references of importance other websites have for a website. Google ranks websites by the number of incoming links to a site from other websites. The quality of these links are also very important and may be more important than the number of links to your site. So how do you get these links? and how do you get Quality Links? The first thing is to make sure your content is Relevant and Unique.High quality back links are extremely important, but do not overlook your internal links. Internal links are simply links and anchors. Anchors are basically links that are on the same page, that will scroll from topic to topic just by clicking on the anchor text. Internal links are anchors from page to page on the same website. Quite often when we do regular work on our existing website, without realizing it, we are breaking these links. Broken links are frowned upon by Search Engines and will cost you with a lower score in your DA and SERP ranking. Search Engines will follow these internal links from page to page and if that page leads to a dead end you will be notified with a 404 message on your Google Webmaster Tools page. I check my google webmaster tools daily to see if there are any new issues with my website that need to be addressed. If there are, I do not post pone, I fix it right away and keep my errors at ZERO.
Search Engine Optimization or "SEO" is very complex. There is no one absolute in SEO. The word Dynamic comes to mind for the topic of SEO. Dynamic means: characterized by constant change, activity, or progress. SEO is constantly changing. Just when we think we have mastered a particular search engine algorithm, the new algorithm comes out and we must begin again.
The search engines, primarily google are attempting to create a search as if it were a conversation. In the past search engines would match key words from the search engine query to the keywords on a website page, this did not produce the best results. Where search engines have been going lately is not just on keywords or key phrases, but content, "Relevant Content". Well written website pages with content that is "Relevant" will be indexed by Google and other search engines and given a higher rating, therefore they will be found higher in the search engine result page (S.E.R.P.).
Keywords and Key phrases are still important, but may in the future be irrelevant, being replaced by "Relevance to the Query", or how closely related to the question is this web page? There are many other aspects to the question of Search Engine Optimization, what to do, what not to do? Relevant Content is the direction and goal of S.E.O. now and in the future.