The following information is intended to help you improve search-engine ranking of your Web pages. For a more complete introduction to search-engine optimization, see the Google Search Engine Optimization Starter Guide.
Search engines perform three actions to determine the relevance, and therefore the rank, of your content:
Search engines also pull data from the device you are using. That is why two people using different devices at the same time and location can get completely different search results for the same key phrase. And now with Google+ and other social media websites, search results quickly become personalized for you.
Organic or natural search refers to unpaid listings that show up in search results. Search engines use complex algorithms to determine relevance when users search certain keywords or key phrases.
Rankings are “earned” through relevance and reputation factors. Search engines determine relevance by two major on-page factors: content and meta-data.
The uniqueness of content and engagement metrics plays a significant part in ranking a page. Meta data such as title tags, headings and article text inform search-engine spiders, those robots that crawl through websites looking for keywords and key phrases. These pieces of code determine if these are the pages the user wants.
The algorithm also includes factors such as site speed, architecture and navigation layout to assess if the pages have the information the user seeks. For location-based searches, the goal is to optimize results for relevance to that searcher, based on geography. The search engines pull data from users’ searching habits to provide geo-targeted results.
The following are rules you should follow when creating content and meta-tagging pages:
When choosing a keyword, ask yourself these questions:
Keyword phrase should be repeated in these places:
Metadata is code that users don’t necessarily see, but search engines do.
Our doctors are experts in brain tumor treatment. (Note: Follow capitalization rules for the sentence in which the link appears; you don't have to match the capitalization of the linked page title.)
Example: Pituitary Tumor Program