Improving site ranking with search engine optimization
Search Engine Optimization (SEO) is the goal of raising the online visibility of site with higher ranking in search engine's list of search results. Sites that are ranked highest appear at the top of the list, which encourages visitors searching online to find a relevant site. Good search engine optimization practices help improve a site's ranking, which tends to increase a site's traffic.
In order to list the sites on the Internet, search engines crawl the web by following links that connect web pages and site assets. Search engines evaluate the content of pages and assets in a process called indexing. Indexing is important because it is a constant research that informs search engines of the available content on the web. If a site is no longer available, the search engine removes the website from the search results. Search engines use the results of indexing to determine the content and ranking of sites.
Indexing enables search engines to accurately suggest website links in the search results that match a specific query based on a key word or phrase. For example, if you type "Adobe" into a search engine field and click Search, a list of web pages will appear in the search results. The search results display links to websites that the search engine has determined contain content related to Adobe software and products.
Understanding how search engines index sites
Web pages can contain embedded metadata information such as author, keywords, description, and language. The keywords and description are helpful for identifying the site's purpose and describing the content presented. These meta tags are embedded within the HTML source code; they are not displayed visually when the page is displayed in a browser window.
In the past, search engines would evaluate both the metadata keywords and description during the index process. Web designers would sometimes add hundreds of keyword terms, hoping to improve a site's visibility in the search results. Some modern search algorithms, such as Google's search engine, no longer consider keyword values when calculating ranking, but it is worth investing the time to update them. Keywords may improve ranking in other search engines and in Google Search Appliance used by larger websites.
As the indexing occurs on a page's content, images and other linked assets are analyzed. If the assets contain titles or alternative text, this text information is parsed. The tooltips added to hyperlinks are also evaluated. The search engine utilizes all of the text content it finds when indexing sites to make informed decisions about each page's content. Additionally, adding titles and alternative text to images and tooltips to hyperlinks ensures that the pages you create are more accessible for everyone, including visitors using assistive devices to navigate the web.
Strategies for site search engine optimization
Adding metadata keywords and descriptions to page properties
Adding titles and alternate tags to images
Setting tooltips for linked images and text
Using paragraph styles to apply text formatting and set paragraph tags
Making sitemap.xml search engine friendly