Although some businesses may have enlisted the assistance of an SEO specialist or even a successful SEO agency in order to get their web site positioned in the number one spot, top of any search listings, if they did not hire that specialist for the long term, their reign at the top may be short lived. SEO or search engine optimization which is its official name is a series of strategies that enable a web site to appear at least near the top of internet searches for their particular products or services. These strategies have three parts to them, the actual search engine optimization itself, the social media optimization and the content marketing and each of these three aspects play an important role in getting a web site to the top of search listings. However, as the criteria which search engines use to determine which sites are placed in which order, are often changed, the change can obviously demote some and promote overs up the list. This means that one site that has taken advantage of the services offered by SEO specialists or agencies to get them to the top of the listings, may suddenly be demoted to appear on page 10 of the listing.
SEO specialists, as it their job, are aware of when the search engines criteria are changed and can amend sites accordingly, so that the site remains at the top of the listings, however, they will usually only do this if the web site owner took advantage of their long term offers.
SEO itself, the first of the three aspects, is all about keywords which bring the attention of the search engine to the site however, once having got the engine’s attention; the engine then checks the site against criteria to see if it is a quality site. If the site is not deemed to be a quality site, the engine will leave it near the bottom of the list but, if it is a quality site, it will place it near the top. The criteria that a search engine uses to determine the quality of a web site are based on two factors, the first being its presence on social media sites and the other is the amount of times the site is visited; its popularity. For that reason, an SEO specialist will advise site owners to join some of the bigger, more popular social media sites and will go on to show them how they can attract likes and shares for their profiles on those sites. They will also advise as to how to get more visitors to their web sites which will often include placing some quality articles on them, articles that will hopefully attract comments which in turn, will prompt discussions. Once discussions take place on a web site, it attracts a lot of hits, implying to the search engine, that it is popular.
These criteria can of course change and if it does, any little nuance could potentially cause a site to drop in the search ratings by several pages.