When a website is developed, there are a host of factors that will go into its internal composition and structure. Although most will look outwardly appealing and pleasant, inside the framework the data will consist of a variety of programming code and textual sections. Search engines like Google can’t read images, nor will they even take colour schemes into account – so it’s often down to the internal data to provide the engine with the types of information that it needs for search results.
The reality of optimisation
If you imagine for a moment that search engine optimisation didn’t exist – the only way for Google to arrange sites would be based on a scale of relevance. If a site’s structure could demonstrate that the keywords, Meta data and other important aspects were relevant, then it would stand a much higher chance of ranking highly.
But considering that these days, many development tools and programmers will already introduce these measures during a site’s creation, it’s no wonder why search engines have to turn to other techniques to distinguish between websites. And this is where SEO comes into the fray. The more optimised a site, the more likely it will be to display prominently.
Unlike web marketing, that can help an online business to promote its products and services to markets via social media and other means – optimisation differs in the sense that it is just for the search engine in question. If a site without this feature wanted to rank highly based on its on-page data, then it would only be able to do so in a very empty market.
Anyone hoping to enjoy a more prominent level of online visibility will have to utilise more advanced techniques and use off-page optimisation, the likes of which can only be properly practiced by an expert. It’s these sites that will display highly within result pages for some of the most competitive keywords in the world – and without these methods, the exact same website would instead appear tens of pages into the results, if at all.