The whole process of SEO works around search engines and helping them understand your website and its content better. This is where on-page SEO comes in. Not only does it help search engines understand your website, it also helps identify whether your website is relevant to a search query.
You will agree that search engines have become more sophisticated. Search engines like Google place a lot of emphasis on relevance as well as semantics when it comes to the ranking of search engine results pages or SERPs.
Google for instance, is known for its extremely complex algorithms that work to:
- Decode search queries in order to understand what searchers are actually searching for.
- Delivering search results that actually match the searchers criteria or requirement.
You would be surprised to know that Google’s search algorithm takes into account over 200 factors when it comes to ranking websites.
Wondering why there’s so much emphasis on Google alone?
Consider the following statistics.
In 2019 75% of the global desktop search traffic went to Google. Bing at second place accounted for 9.97%, followed by Baidu at 9.34% and Yahoo at a measly 2.77%.
Not convinced yet?
Google received approximately 2.3 trillion searches in 2020 alone.
So, if you are a business, this number would mean that a large percentage of your potential customers are on Google. It therefore goes without saying that your website needs to rank on Google so potential customers get to know your brand and your products.
Your website needs to meet all the criteria that Google’s algorithms seek. You can start by making sure that your website as well as the content are well optimized according to industry standards.
When it comes to content optimization, there are two kinds of content. One that is visible to the visitors on your website including text copy, images, videos, audios, etc. The other type of content is one where the elements are visible only to search engines. These include HTML tags, and clearly defined or structured data.
Relevance is the most crucial factor in search engine optimization. When a search engine finds your webpage relevant, your website automatically ranks higher. For instance, using appropriate keywords and phrases helps to achieve optimization.