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One of the important aspects of SEO (search engine optimization) is to make it easier for search engine robots and users to understand your website. Search engines are getting smarter each day, (Google has more than 2,000 math PhDs on staff), still they cannot understand a web page as well as a human can. They are merely computer generated algorithms after all. Therefore, it’s very necessary that you talk to search engines in their language, which is what SEO is all about. Why do you have to learn SEO? Why can’t you just do away with a general information of online marketing? Why can’t Google build the “perfect” algorithm which would understand all details of your website on its own? Here’s the thing… Suppose you upload a photograph of a tree on your site. A person may describe it as “a large mango tree surrounded by beautiful greenery.” The question is how would a search engine understand what this image is all about? How will it index it in its database? Under which category? You see, you need to spoon-feed search engines with relevant information. Their algorithms are very sophisticated and all, but they need proper inputs from the webmaster. But is it worth it? Let’s see… All search engines, on an average, return ten results per page whenever you search something on them. The different web pages that populate these positions are arranged by a ranking system which is unique to every search engine, though the main features remain the same. The higher your website’s page features on the search results page, the better chances you have of people clicking through it and landing on your website. Web pages with ranks of 1, 2, and 3 receive much more traffic than results down the page, and considerably more than results on deeper pages. Google, like always, does not reveal the exact data. However, studies done by online marketing gurus can be used as good approximations. A study done by Moz in July 2014 found on average, 71.33% of searches result in a page one click. Pages two and three get only 5.59% of the clicks. On the first page alone, the first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%! As you can see so much attention goes to so few results. Being on the fourth, fifth or any deeper page of Google is akin to non-existence. In other words, this means there will always be a financial incentive for search engine rankings. No matter how much searches may change in the future, websites and businesses will compete with one another for the number one position and the attention of the person using the search engine i.e. you. Farhan Musavi blogs on Major Journal.
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