CHAPTER 3

Why Is Search Engine Marketing Important?

One vital area of SEO is building your website so it becomes friendly to both users and search engine robots. Although search engines have been improving over the years, they still can’t understand a web page as easy as humans can. It is SEO that helps the engines to understand what each page is about and how relevant it can be to users’ needs.

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An argument against SEO that is very common

We often hear words like this:

“A good engineer would not ever develop a search engine that needs websites to follow some principles and rules so as to be indexed or ranked. Even an engineer with the least level of smartness would still develop an engine that can effortlessly crawl through whatever architecture, parse unlimited number of imperfect or complex code, and still end up supplying the most needed results, not an engine that has been ‘optimized’ search marketing gurus who are not licensed.”

But relax …

Imagine you take a picture of your car and post it online. Anybody can easy describe it to be “a red, elegant saloon car, amazing interior, parked by the roadside.” Unfortunately, even the best search engine you can find around will not be able to clearly understand the picture as much as humans do. How then do you make it clear to search engines? Luckily, SEO provides webmasters the chance to give understandable clues that engines can use to comprehend contents. In fact, making your content have a proper structure is very important to SEO.

Comprehending the strengths and weaknesses of search engines makes it possible to accurately develop, format, and comment on your web content so that search engines can understand it without stress. If your SEO isn’t good, search engines may never see your website.

The Limits of Search Engine Technology

The big search engines all function following the same principles as discussed in  Chapter 1. Search bots that are automated crawl the web, go through links, then, index whatever is found in huge databases. They complete this great task using an impressive artificial intelligence, yet, search technology still has some limitations. There are some technical limitations that can cause problems during inclusion and ranking exist. We have the most common of them below:

Problems Crawling and Indexing

  • Online forms: Search engines cannot complete online forms like login, emails supply, etc., therefore, any info that requires them may not be seen by the search engines.
  • Duplicate pages: Search engines always look for original contents. Websites that use a Content Management System(CMS) usually have copied versions of the same page and that would be a big problem for search engines.
  • Blocked in the code: In the crawling directives of a website, when there are mistakes, search engines may be blocked completely.
  • Poor link structures: A website that has a link that can’t be completely understood by search engines risks having search engines reaching not all content on the website, and if it gets luckily crawled, the few content readable to search engines may be considered too unimportant by them.
  • Non-text Content: It is true that the search engines keep improving at reading texts that are non-HTML, but any content hidden in rich media still remains hard for search engines to get. Examples are text in images, audio, flash files, video, photos, and plug-in content.

Problems Matching Queries to Content

  • Uncommon terms: Text that is not written in a simple language that people use to search. For example, writing “money dispenser” instead of “ATM.”
  • Language and internationalization subtleties:. If you are not sure, it is better to check what people search on and use the exact words in your content.
  • Incongruous location targeting: Targeting the wrong location (like Singapore, when most of your visitors are from Qatar.)
  • Mixed contextual signals: For example, you have an article titled “Best Chinese Wines” but what is really in the article is the description of a Dublin bar that serves great wine. Such confusing messages will make things too complex for search engines.

Ensure your content is visible.

Fetching all the needed info about how to develop a search engine-friendly website is vital, but once you have successfully  put that in place, it is important to market your content. The search engines are not smart enough to rate how good the content on your website is themselves, what they do is judge by parameters of importance and relevance, and the way they measure this is by checking what people do: what they comment, discover, link to, react to, etc. So, it doesn’t stop at writing a very good content. You also have to find a way to ensure it is shared, and people are talking about it.

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