Website Design Lexington, Kentucky

SEO & Increasing Website Ranking

Google and other search engines use on-site SEO to increase website ranking

How Does SEO Increase Website Ranking?

Published May 12th, 2016

Search Engine Optimization (SEO) is a great tool if it's executed correctly. It can increase website ranking on Search Engine Results Pages (SERPs) and, as a byproduct, enhance the visibility of your company. SEO works by telling search engines more about your products and services, but more specifically, it tells them about your website content. There are three main parts to a website's fundamental, on-site SEO that can boost search engine ranking - the content, the meta title, and the meta description.

Website Content is the Foundation

Content sets the contextual tone for the entire website. It needs to be precise, succinct, and more importantly, original. It also determines how a company produces quality marketing campaigns and on-site SEO elements. Google, Yahoo, and Bing want to see uniformity when they crawl a website. Crawling is what search engines do to find out more about the web as a whole. Crawling is essentially reading an entire website thoroughly and looking for changes over time. If they find everything out about a page, they index that page. If they don't see content matching the meta titles and descriptions, they're more likely to stop looking at that website.

For example, if the content on a website is about food, but the titles and descriptions are about fishing, search engines get confused and won't index as fast. In short, it's very important to have the three fundamental SEO elements complement each other or your on-site SEO can have the adverse effect of what you're looking for.

The Meta Title Tag

A title tag is the text describing a website page to search engines. Long considered to be one of the most important on-site SEO elements, only dwarfed by the website content itself, it enables a search engine to discern exactly what the website page is about. Good SEO will inform Google and other search engines what users can expect to find on a given website page. If the meta title tag isn't what the page's content is about, Google and other search engines will lose focus on the website and rank the website accordingly because the content doesn't "line up" the meta title.

The Meta Description Tag

Meta description tags aren't as important to search engine rankings, but they're especially important for users on search engines. They're the website administrator's chance to distinguish services and products from competitors. The search terms inside the description text can be bold depending on what you searched for on the current search engine. For example, if a user searches for "newsletter marketing", the term "newsletter marketing" will probably be bold in the description on the SERPs because it was part of that user's search query.

Where's the Meta Keyword Tag?!

Here's our answer straight from Matt Cutts, a Google Software Engineer.

About the Author

Tim Raymer is a professional designer with 10 years of experience in the design industry. He holds a BFA in Graphic Design from Eastern Kentucky University. He is a design and marketing consultant who enjoys spending time with his wife, Meagan, and two sons, Atticus and Gaius.