search-engine-optimization

Google, Bing, and Yahoo are the biggest search engines on the market; however Google dominates with almost 70% of the market share. In this book, we’ll be using the terms “Google” and “Search Engines” interchangeably.

Here’s how search engines work. Google “crawls” the web nonstop, following links from webpage to webpage. As their “spiders,” also known as “bots,” crawl these links, they browse the content of each page that they discover and archive each page in a database known as the index.

Just in case, I’ve lost you here, let’s go over an analogy. Imagine that Google is a 15th-century powerhouse empire like Spain with a ton of resources and a desire to explore the world. In this analogy, the web is the unexplored world and Google Bots are the explorers sent out to map the world and collect information. Then imagine that web links are like the oceans used to carry these explorers from place to place. If web pages are not connected with links, then Google Bots can’t access those pages. Similarly, if water doesn’t connect different pieces of land, then these explorers can’t sail over to that land and document their findings.

Lastly, imagine the Google Index as a large archive that Spain might use to keep all of the records of these expeditions.
While this analogy is far from air tight, hopefully, it helps you understand the interaction between Google, bots, links, and the index.

Summary of Analogy:

  1. Google = Spain
  2. Bots (aka Spiders) that crawl the Web = Explorers that explore the world
  3. World Wide Web = The World
  4. Links that Connect Webpages = Oceans that connect land
  5. Google Index = Spain’s Archive

The Google Algorithm

When a Google user types in a search term, Google displays relevant results from its index. But how does it determine which results to display? The results displayed are based on Google’s secret algorithm.

One of the main reasons behind Google’s success is its accurate algorithm that does a better job matching relevant search results with what users are looking for. The specifics of the algorithm are never released to prevent website owners from cheating their system and artificially ranking high for search terms. Also, Google’s algorithm continually changes in an attempt to improve search results and find better matches.

[Recommended: How To Market Your Photography Business]

This might sound complicated but the good news is that there are basic, time-tested SEO principles that remain consistent and apply to all search engines. The hundreds of ranking factors can be broken down into two types: on page ranking factors and off page ranking factors.

On-Page Ranking Factors

These factors have to do with the content on your site, which we’ll be covering in this book. They include things like the following:

  • Keywords in Titles & Headers
  • Keywords in Meta Information
  • Keywords in Content
  • Keywords in images and alt text
  • Internal Linking Structure
  • Others that will be covered

Off-Page Ranking Factors

These factors are covered in Books 2 and 3. They include factors like the following:

  • Quantity of inbound links
  • Quality of inbound links
  • Relevance of inbound links
  • Social Signals (via Social Media)
  • Etc.

Still need help? Check out this great video by CopyBlogger that explains SEO in 60 seconds!

CHAPTER 1.01 – INTRODUCTION

CHAPTER 2: 1.02 – SEO BASICS & KEYWORD STRATEGY

CHAPTER 3 1.03 – CREATING CONTENT

CHAPTER 4: 1.04 – SITE STRUCTURE

Chapter 5: 1.05 – ACCESSIBILITY, SPEED, AND DUPLICATE CONTENT

Chapter 6: 2.01 – LINK BASICS

Chapter 7: 2.02 – LINK VALUE FACTORS

Chapter 8: 2.03 – NOFOLLOW, RELATED LINKS, & ANCHOR TEXT

Chapter 9: 2.04 – LINK BUILDING STRATEGIES

Chapter 10: 3.01 – THE IMPORTANCE OF SOCIAL MEDIA

Chapter 11: 3.02 – MAXIMIZING SPECIFIC SOCIAL MEDIA NETWORKS

Chapter 12: 3.03 – MASTER LOCAL SEARCH

Chapter 13: 4.01 – Initial Decisions

Chapter 14: 4.02 – WORDPRESS AND Squarespace

Chapter 15: 4.03 – GOOGLE ANALYTICS

Chapter 16: PAID DIRECTORIES

ACCESS TO INDUSTRY-LEADING EDUCATION

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