Search engines use a complex algorithm to determine which websites in a respective niche offer the best information and user experience. The aim of search engine optimization is to boost the quality of the pages and to improve the positioning of the website on the SERP.

Nobody has a 100 percent idea about all of the factors that have an impact on Google search engine rankings. Still, the best professionals in the field have identified the most relevant variables. By improving the overall quality of the website and its content, search engine professionals can expect to see an improvement in ranking.

Google utilizes an algorithm that determines where a site ranks in the Search Engine Results Pages (SERPs). A few years ago, website optimization used to be pretty simple. The introduction of certain keywords in the content and the creation of backlinks delivered pretty good results. Today, things have become a bit more challenging.

Because the algorithm was abused, Google introduced several updates. It started in 2011 with Google Panda. The algorithm change put a high emphasis on the quality of content and put an end to content farms/portals featuring duplicate content. In 2012, Google Penguin killed keyword stuffing and link building schemes. In 2013, Google Hummingbird suggested that the search engine has become more sophisticated than ever before. It gave Google the possibility to interpret complex searches (like an entire question, for example) and to deliver relevant results.

All of these changes have made the task of optimizing a website more challenging than ever before.

One of the primary ranking factors is the quality of website content. Niche sites that feature original, well-written and highly informative articles tend to be the best performers in their respective field. The frequency of site updates is a factor as well.

Quality web design is equally important because it gives website visitors a good experience. A good website should be functional, featuring logical navigation and functionalities that the visitors find useful. Good design also makes it possible for people to explore a website on mobile devices like smartphones and tablets.

There are many other ranking factors, SEO techniques, and digital marketing strategies employed to improve the positioning of a website. A quality link building strategy, social media marketing, the use of the right meta tags, the selection of the right keywords (without keyword stuffing), fast load time and age of domain are all considered essential.

Professional search engine optimization brings many significant benefits to the table.

For a start, search engine optimization brings targeted traffic to the website. According to recent studies, 81 percent of people research products and services online before buying. The vast majority of these experiences begins with a search engine.

Targeted traffic means that the people reaching your website have a particular interest in the industry, the topic or the products you have for sale. As a result, such people are much easier to convert into customers than a general audience.

SEO is highly cost-effective. Just like other inbound marketing techniques, it has a much lower cost per lead than traditional outbound promotion (TV ads, cold calling, print ads, etc.). In fact, the cost per lead when using inbound marketing is 60 percent lower than in the case of traditional promotion. The cost effectiveness of search optimization is one of the main reasons why SEO is equally suitable for use by startups and by large corporations.

Optimization creates a level playing field. It makes it possible for small companies and startups to compete with some of the biggest players on the market. A well-optimized website that reaches the top of the SERP can quickly establish its loyal audience, even if the respective niche is highly competitive.

Choosing the right SEO professionals or digital marketing agency for the job is one of the prerequisites for getting all of the desired results.

Many digital marketing or internet marketing companies that offer quick fixes and guaranteed results are the ones to be avoided. Optimization requires hard work, consistent efforts and months spent on improving the website and the quality of links pointing to that site.

HighMark SEO is a professional digital marketing company dedicated to delivering increased traffic to your business and improving your search engine rankings. We work hard to understand what is important to you and your business and then we work to provide massive value. HighMark SEO Digital belongs to a community of the top SEO Experts in the world and we leverage that research, development, and networking to help your business dominate Google.