Search engine optimization involves strategies for configuring your website pages in a way that improves your site’s search engine “rankings”. The ranking is where your site appears on the page when a search is performed on keywords related to your site content. The higher your site appears in search results, the more visitors you receive to your site. The more visitors you receive, well, the higher your ranking!

Search engines use very complicated algorithms to determine site rankings, and these algorithms change as often as user search behavior changes. Search engines utilize “crawlers” that search the entire internet and gather data on websites, and the results are filtered into indexes that ultimately determine the results when a user types a word into the search bar. The position of your site in the results are dependent on elements that you build into your page structure, but they are also influenced greatly by how well surfers like and return to your site.

Some good ways to ensure that your site is optimized for SEO is by designing a clean, user-friendly site, and by writing clear, well-written, useful content. Make sure you are aware of what people are looking for by researching keywords that are searched often. Your page URL, text, titles and descriptions should reflect those keywords and be relevant and consistent. Make sure your images have alt text that reflects the keyword. Make sure that you have links within your own site to important pages and sections. Make sure you have your social media pages pointing to your website, and vice-versa.