Search engine optimization (SEO) is the means of making small but radical modifications to a website, to increase the site’s organic presence in existing search engines (Google Starter Guide, 2008). This is one but effective way to boost user traffic in a website, leading to an increased online presence that can transform into sales revenue. Of course, SEOs cannot be possible without a website. And websites can only exist via hosting.
Hosting is the provision of storage space for a website (Website Dot Com, n.d.). It is the “home” of the website, which would not function if a server (hardware or cloud) does not allocate memory or “host” the said site. Whereas website hosts are the homes of the internet, SEOs are essentially the yellow pages to which they act as guides for users to check out sites regarding topics of their interests. But the internet is constantly changing thanks to innovation.
Search engines such as Google have promoted a more “personalized search engine”. This means that searches are no longer based on user traffic or site popularity alone. They are also based on user data collected via cookies, as well as ad spaces allocated by the search engine to “boost” websites that buy it. This is some of the challenges the SEO techniques have to adapt. Moreover, website hosting is no longer limited to traditional dedicated servers or shared servers. Cloud servers have started to become a trend in web hosting, where virtual servers have allowed cheaper hosting but with a similar effectiveness of a dedicated server.
Users who have the interest to increase their businesses’ online presence would need to know the modern trends in SEO and website hosting. The first thing this article will discuss is on matters of effective SEO techniques and tools that are useful even in personalized search engines.
Modern SEO Tools
There are a huge variety of SEO guides and tools that exist online, most of them require some form of payment. These tools include Crawler, Screaming Frog, DeepCrawl, SEMRush, and Site Crawl, among others. There are also free SEO tools available online such as Google Keyword Planner. Each tool varies in their strengths and weaknesses, but it is best to use only on a few SEO tools a that are appropriate to your experience level and convenience.
SEMRush, for example, is capable of a variety of techniques involving website analysis and comparison, and professional keyword searches. Through the latter, the software is able to provide key terms that are useful for a niche market of the user’s choice. This data comes from SEMRush’s regionalized data stemming from databases in the US, UK, Spain, Germany, and France.
So, while SEMRush’s data is not as personalized, it is at the very least, regionalized. And through inference via site analysis and comparison from the program, the user can at least decide on what they feel would be the right key terms used to “game” Google’s personalized engine.
This, of course, can also be much more convenient for the user with the help of Keyword Planner from Google itself. Google Keyword Planner is both a free SEO tool and Google’s online ad service.
While its services are more limited compared to paid tools such as SEMRush, much of its data comes from Google itself and therefore is still meaningful to SEO users. It’s still generally useful for searching for keywords that are relevant to Google searches, but the general recommendation is to use the data gathered from Google Keyword Planner as a complement to more advanced tools. This way, it will allow the user to make more meaningful decisions on SEO techniques applicable to their targets or goals.
Keep in mind that Google is often mentioned as the search engine example, as in most cases considered as the “only relevant search engine” due to its near-monopolized reach among online users.
Personalized Search Engines and SEO Techniques
People use web search for many reasons like keeping up with the breaking news, finding topic sources, or making purchasing decisions, etc. It is possible for people to see the same results when they browse. While there are commonalities to some degree, nowadays, search engines pave way for a more personalized experience.
Wherein, search results would vary results based on geographical location, browsing history, or web surfing behavior. This is one way of understanding the extent of web search engines of today.
Relevant to their location, people may often see results that fall customized to where they live. Location is one of the basic factors to consider when trying to understand how searches show up in search engines. Example, when one searches for soccer then most results would to American soccer whereas when one keys in football which would likely redirect to UK events.
Sites or searches that are not relevant to a particular country get less chance of showing up when personalization by country happens. This may also refer to the disambiguation of similar search terms as to retrieve local relevant results.
Search engines aren’t limited to a country level personalization, it also tailors result to a locality. As mentioned, it can retrieve local relevant results. If a site or a search is relevant to a particular city or metropolitan, then there are more chances of it appearing on a city-specific result. An example would be searching for Durian fruit, searches would redirect to South-east Asian countries and then to cities within the continent where production of Durian is abundant. From there, markets narrow making it easier to scout for the fruit.
Another factor to understand how searches turn to a more personalized result is through a user’s personal surfing behavior. Google and Bing are two search engines known to customize user’s search based on click behavior on top of location and history. It is able to decide autonomously whether the user is likely interested in a specific webpage to provide significant benefits to the user. This may also refer to as Filter bubble, a term coined by an internet activist Eli Pariser.
A filter bubble isolates knowledge that can occur when websites make use of an algorithm to assume the information a user would want to see. Algorithms are a series of detailed instructions for carrying out an operation or a problem. In this case, algorithms are also used to secure data and communication lines so that instead of storing data and take up more disk space, data are stored in a manner that is undetectable by other programs.
In order to improve engagement and rankings of the searches, some tactics would be to improve the site speed, produce better topics for pages, secure technical optimization, and build backlinks. Simply put, when trying to optimize a site, it should prove to be of useful content. This will propel search engines to push the webpage to the top of engine results. Producing better and more comprehensive topics for pages will also do the job of increasing likelihood to be generated on the top of search engines as it will key in more scopes of contents or the topics of interest.
Backlinks or incoming links to a webpage are also a major metric in the ranking of web pages. It can leverage public relations and make the contents more competitive therefore helping to improve a site’s domain authority.
The Rise of Cloud Storages
Dropbox and Apple’s iCloud are an example of cloud storage services allowing users to store photos, music, documents and etc. that can be accessed easily from any device with internet connectivity. Cloud storage, therefore, is stashing of data in a remote physical location, that can be accessed via the internet. In essence, it is in the ‘clouds’ that is the internet.
Cloud storage is a cloud computing model. Data is stored on remote servers that are accessible through the use of the internet. It is maintained and managed by cloud storage providers. Cloud storage works through data center virtualization and operates through a web-based API (application programming interface). It is important to note that cloud computing has proven to be practical as it allows businesses to run programs and applications through the internet.
It saves them more time, space, and money. Long before cloud computing existed, companies would need to purchase computing equipment for processing and storage purposes that would take up spaces and high maintenance costs. Cloud computing has practically made hosting or maintaining files cheaper but more secure in terms of data storage.
Web hosting is often confused with the idea of cloud computing. Web hosting is the business of providing server space, maintain files and web services that are owned by individuals or companies. Cloud computing, on the other hand, is a type of computing that relies on sharing computing resources instead of having local servers. Inadvertently, they are services that make content available to others on the internet.
The web is always thriving and the makers of it are far from being obscure contributors of the world wide web. The radical modifications to a website to increase the organic presence of each site in existing search engines are not only made to be some profitable trade but rather informative game changers.