What Is Search Engine Optimization?
Search engine optimization is effectively any effort or work done with your online presence to indicate to Google you are an authority on the topics you are related with. If you think about it, that is the whole point of Google, to bring us answers. Answers are often best when they come from an authority. This is the core purpose of the Google bot, to constantly update itself to understand signals that shows a website is a valuable option to return to users.
With that being said, it is important to understand, not even the engineers at Google know fully what the algorithm is doing. The Google bot is constantly trying different things, listening to users requests and watching interactions. Over 200 known variables go into how your website gets ranked and there is most certainly more. To add to the complexity, Google is now getting very, very good at semantic searching. This means Google is using information about where we search from, what time of day and our search history to give a result relevant to us. Google now has a separate index for mobile user and desktop users. This is done since searches on mobile mean very different things than searches on PCs.
The only thing certain about Google is that it will change, along with markets, industries, policies, laws and technology. Sometimes the Google bot makes its own changes. Sometimes Google as company makes material changes. The only thing that won't change is a future without it. Fortunately, if you partner with us we can handle all this for you. We keep up with the latest in the industry and have a proven process, that we rightly continually modify. All of our tactics are white hat approved, tried and true methods.