This tutorial aims to answer two general questions: (1) What contributes to searchengine rankings? and (2) What can web content creators and webmasters do to make their content and sites easiertofind by audiences using search engines?Key concepts:Search engines’ rankings are shaped by three classesof participants: search engine companies and programmers, search engine optimization practitioners, and searchengine users.Key lessons:By applying three key lessons, professional communicators can make it easier foraudiences tofind their web content through search engines: (1) consider their web content’s audiences and website’scompetitors when analyzing keywords; (2) insert keywords into web text that will appear on search engine resultspages, and (3) involve their web content and websites with other web content creators.Implications:Becausesuccessful search engine optimization requires considerable time, professional communicators should progressivelyapply these lessons in the sequence presented in this tutorial and should keep up to date with frequently changingranking algorithms and with the associated changing practices of search optimization professionals.
most professional communication practitionersand researchers can point to some content on theweb that they themselves have authored, suchas on their employers’ or clients’ websites, or onsites they maintain for professional, personal, orcommunity interests. As a simple experiment,they might try tofind that content using only ageneral web search engine. If, as is likely, theycan compose a carefully worded search query byrecalling very specific features of the content, suchas its title, a distinctive key phrase, the name ofthe website or of the organization that owns it,and so forth, they stand a reasonable chance ofsuccess, with their content appearing on thefirstpage of the search results. On the other hand, ifthey ask someone else tofind the content, someonewho does not already know it very well—and that,after all, is typically the condition under whichwe seek out web content—the chances of successlikely diminish. The content may well be found,eventually, perhaps after attempting various searchqueries and scrolling through many pages of search results. Web Design Company Arudhra Innovations
How Literature was SelectedBecause a thoroughtraining manual in SEO strategies and tacticswould encompass several volumes, this shorttutorial limits itself to SEO advice that wouldseem to be the most broadly relevant to, andreadily applicable by, professional communicationpractitioners. Accordingly, it focuses its lessons onthesubsetofSEOstrategiesandtacticsthatare:• applicable to popular, general-purpose searchengines, such as Google and Bing, as opposedto those specializing just in news, shopping, orscholarship, and so forth;• applicable to a broad range of websites, asopposed to sites requiring specialized searchfunctionality, such as libraries and e-commercesites;• free, as opposed to paid search options such asGoogle AdWords;• ethical, as opposed to the deceptive tactics usedby spammers; and• nontechnical, applicable by practitioners withexpertise in professional communication, notnecessarily in website coding.SEO strategies and tactics meeting these criteria areof interest not only to professional communicationpractitioners but also to three classes ofstakeholders—overlappingwith those introduced inthe Theoretical Framework—whose long-standinginvolvement with web search outcomes has ledthem to share their SEO insight.
Despite such successful cases, this tutorial’ssequence of lessons ought not to be relied upon asa static strategy or a guarantee of high rankings. Inthetimesincethesecasestudieswereconducted,the bar for successful SEO has continued torise. As described in the opening sections of thistutorial, three classes of participants contribute,directly or indirectly, to search engine rankings.The dynamic interplay of search engines’ rankingalgorithms, SEO practices of one’s competition, andweb users’ searching behaviors guarantees thatsearch algorithms and a site’s ensuing rankings willcontinue to evolve. As search engines’ algorithmsevolve, the relative importance and compositionof these three SEO lessons and other SEO tacticswill inevitably shift. For instance, the influence ofon-page keywords (discussed in online AppendixB) has been decreasing over time, whereastheinfluence of inbound links (lesson 3) hasbeenincreasing, and the fast growth of social media hasbeen driving new ranking and optimization methodsthat did not exist at all a few years ago. In general,SEO algorithms have been evolving in a directionthat grants more weight to offsite factors beyondweb developers’ direct control and into the hands ofwebsites’ audiences. Such a trend will increasinglychallenge web developers to devote more time andresources to cultivating a following for their sites.To ensure that their audiences can continue toeasilyfind their work through search engines, webdevelopers should expect to keep up to date withthe evolving search algorithms, SEO practices,their website’s traffic, and their competition.Alongwith some of the sourcescited in this tutorial,web developers can keep up to date by regularlydrawing on the dynamic SEO resources featured inan annotated list in online Appendix C. https://arudhrainnovations.com/