The online world is extremely busy with gazillions of websites out there competing for visitors. Search Engine Optimisation or SEO is the term used to describe how the search engines match up online content with the phrases the searcher is typing in to Google in order to display the most relevant results.
There are several areas where you can help the search engines find your online content by providing “clues” via the structure of your website and web pages.
Basically if someone types a search term into Google, your website (or the pages that have been indexed by the search engines) are waving to Google and shouting “we’re over here”
The search engines in turn will match up the terms that people are searching for with the most relevant websites.
However, over the past few years the algorithm that Google use to offer up search results has changed dramatically as Google try to counter the way people game the system.
Rick Eliason explains it really well in his piece entitled 8 Ways Semantic SEO Will Make You Question Everything You’re Doing Right Now
It’s still important that you take account of your website page structure including friendly URL’s, Page Titles and Meta Descriptions (to provide a strong reason for searchers to click through to your site) along with some of the newer indicators such as the schema mark-up and social signals. But at the end of the day you need to be providing great content that’s relevant to your audience along with a wonderful user experience.
The search engines are becoming much smarter and there are no shortcuts to success.