Website – A crucial aspect of Online Identity
For a business, a website is the most crucial aspect of its online identity. A lot of businesses go through the entire process of web designing only to end up with a website that surely looks good but does not yield the desired results. By desired results, we mean the website does not generate enough traffic, thereby affecting its ranking on search engines and ultimately the organisation’s business growth prospects. Bear in mind: Search engine ranking of your website helps your business growth. We already told you why it is important for any business to have its own website and today we will be talking about how they work.
How Search Engines Work
Google, for example, uses software applications called Googlebots that crawl through billions of pages gathering links, words and tags as they go along to create an index of all the information. The Googlebots are always at work hence the index is updated constantly. When we search for something in particular, these bots match those pages to the query and shows results as per the relevance.
This is how search engines work in general. However, each of them uses a distinct formula or ‘algorithm’ which is why the same query will yield different results on Yahoo than it did on Google. These algorithms keep evolving continually as the search engines work towards providing more relevant results.
It is important to note here that the search results don’t just show up in a random order; rather they reflect their ranking. So if a website shows up in the fifth spot, it is indicative that there are four other web pages that the search engines find more relevant.
This factor plays a key role in directing traffic to your website because most people do not go beyond the first two (or, very rarely- three) pages when searching for something. So if your website is not on the first page, chances are that you might be losing out on a lot of potential customers. This process of improving a website’s ranking is called search engine optimization or simply SEO.
Google alone takes into consideration over 200 factors that determine a website’s ranking. Similarly, there are some basic factors that all the search engines rely on, such as:
• High Quality Content
• Alt Tags
• Technical SEO
• Metadata Optimisation
Of all the factors mentioned above, content is undoubtedly the most crucial consideration for search engines. An informative yet easy to understand website goes a long way in improving site traffic and ranking. The content should be original, presentable and supplemented with appropriate images and videos. It should be intent-specific i.e. it should clearly spell out what your business seeks to achieve and how you plan to achieve it.
When populating content, it is no longer sufficient to focus solely on keywords. Search engines now take into account whether the content suits the users’ intent or not. Hence, it is important that the website provides and is constantly updated with high-quality, organic content that genuinely addresses the visitors’ needs in the most natural tone possible. Such relevant websites are bound to have better overall rankings and visitor traffic which will translate to more business leads.
At Ascezen, we have a team of professionals adept at web and content development. We give shape to your ideas by creating appealing, interactive websites that are optimised for search engines. Get in touch with us to know how we can take you closer to attaining your business goals.