Google’s algorithm depends on several factors, with content quality and page load time standing out as the most significant ranking signals. Meta tags affect performance, though meta descriptions carry little direct ranking weight. The best practices below explain how to use those signals to grow organic traffic and conversions.
Why SEO matters for targeted traffic
Search engine optimization drives targeted visitors to a website. Searchers using SEO arrive with clear intent to buy a product or service, which makes that traffic more likely to convert than less targeted visitors. Billions of searches are conducted online every day, and SEO has proven itself as a marketing channel that pays off for its creators.
How Google’s algorithm ranks pages
Google’s algorithm evaluates websites based on several factors. It reads page content, looks for keywords and structured data, and analyzes a site’s link profile. Search engine spiders apply hundreds of factors to rank content, and the more relevant a website is to a given topic, the higher it appears in search results. The algorithm changes constantly to keep producing relevant results for users.
What SEO does for a business
When properly applied, SEO can boost sales, profitability, and efficiency for a business. Mastering these best practices puts a high-quality website in position to rank highly in search engines.
On-page basics to get right
Use a title tag, the heading that appears in the browser tab and in Google’s results. This is the most important heading, so make it enticing and include the main keyword. Watch out for duplicate content, which risks losing rankings; read the original form rather than copying it.
How paid search fits alongside SEO
Buying advert space on Google’s AdWords puts an advert near the top of search results. Google charges the bid amount each time someone clicks the advert, delivering instant targeted traffic. With many competitors bidding on the same keyphrase, more clicks signal better performance.
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