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Demystifying Search Engine Optimization (SEO)

By Townes Haas   |    August 1, 2017   |    10:09 AM


Search Engine Optimization Techniques

SEO is a marketing tool that focuses on ensuring the visibility of your website by increasing non-paid search engine results. Using SEO improves rankings, drives traffic, and increases awareness of your website in search engines. There are many methods of improving your website’s ranking using SEO. These include carefully choosing the words you use in content or linking pages to your website. Additionally, mindfully structuring your website in a way that search engines can understand may also increase SEO. This guide will teach you techniques to improve your website’s ranking.


To ensure your website performs better in search engine listings, you must have all of your most important content in HTML text format.  You should be aware that images, streaming content, flash files, web applets and other non-text content is either devalued by or not visible to search engine crawlers. The best way to ensure that the crucial content about your company is SEO-friendly and thereby increasing your rankings related to those terms is to always place important words in HTML text. If in doubt use tools like Google's cache, the MozBar or, to verify whether your content is visible, indexable and view how it appears to the engines.

Employ Crawlable Link Structures

Search engines don’t only need to be able to view content in order to rank and list pages in their gigantic keyword-based indexes. They must also be able to view links on your web pages in order to find the content. A crawlable SEO-friendly link structure consists of a specific way of organizing your website pages so that crawlers can browse all the pathways of your website and view them all. Without it, crawlers will only be able to view your landing page. Using link tags and anchor text is one way of allowing crawlers to view all your pages, thereby making your structuration understandable to search engines. If you are unsure how to do this hire the skills of a professional!

Focus on Keyword Usage

Keywords are one of the most important elements in ensuring your website is SEO-friendly. Think of your keywords as the building blocks of your website. All of the science of information retrieval that supports web-based search engines is based on the ability to identify keywords. When search engines crawl and analyze the contents of the zillion web pages they don’t store the web pages in a database, instead they track pages using keyword-based indexes. Therefore, if you want your page to appear in the ranking for search results for "lawyer" make sure the keyword "lawyer" is part of the crawlable HTML content of your site.

Think about your Phrases

The order of your keywords into phrases like ‘corporate lawyer’ or ‘software technician Toronto’ as well the spelling, punctuation, and capitalization used provide additional information that the search engines use to locate the websites and rank them. They use this data to determine the relevance of a particular site to a surfer’s query. So to make sure you use SEO properly, ensure that the keywords you want to rank for form coherent phrases and are prominently used in titles, text, and metadata. The more specific your keywords and phrases, the more likely you’ll achieve a high ranking.

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