Search Engine Optimization Rules The Web
Podcast: the detail
It is not enough to present a beautiful website or a well-researched article to the world. Without search engine optimization, the world won’t see it.
It’s a three-letter acronym that may seem like magic or sorcery to those who don’t quite understand it, but SEO – search engine optimization – is a vital part of the internet – even though it’s is a part you don’t see.
It is the process that affects a website’s online visibility in search results.
SEO is a matter of words. But they have to be the right words, in the right order, leading to the right type of website, before Google shows your site at the top of a search.
And how exactly to attract web-crawling Google spiders is an ever-evolving mystery, with the search giant regularly changing its algorithms and keeping its methods secret.
Skilled operators can use SEO to generate thousands of extra clicks – and even repair tarnished reputations.
Hazel Phillips, communications and public relations consultant, interviews The detail about some of the clients she’s helped whose social or business missteps required serious realignment to keep the internet from vomiting up their past mistakes.
She uses her SEO knowledge to wipe that past off the front page of the internet and help clean their virtual slates. Or at least push them down internet search results until they’re out of sight.
“90% of internet users don’t click past the first page of Google,” she says. “The first page is absolutely everything. And about a third of people will click on the very first link that pops up.”
If you let an error, such as a judgment against you, lie on the World Wide Web, it becomes a burden – because everyone searches everyone on Google. It can destroy businesses and even lives.
Phillips warns that repairing a reputation is not a magic wand and that the damage must be genuinely repaired and apologized for before carefully crafted YouTube videos, blogs and opinion pieces begin to take effect.
The detail also speaks to Krystal Abey-Leenders, RNZthe main homepage editor. She shows us around RNZ’s CMS (content management system – the back-end of the website) where all this very important but unseen work goes on.
She says SEO is the fine art of doing RNZGoogle stories look good so readers can find them easily. It’s all about keywords.
“You only have to ask yourself, if I was searching for this topic, what would I be searching on Google?” she says. “And basically those would be the first keywords you would put in your sentences.”
Google analyzes not only the first part of the titles, but also the captions of the photographs, and takes into account the novelty of the content of the site, the reliability of the source and the amount of information it contains.
And when it comes to breaking news, it looks at which organization published it first – as long as, in its haste to lead the way, a digital publisher hasn’t forgotten to put those keywords in it. essential.
Find out how to listen and subscribe The detail here.