SEO stands for “search engine optimization,” and it refers to the process of optimizing a website with searchable keywords so that it regularly and effectively turns up in search engine results.
As a professional speaker it’s important that you build and maintain an effective online presence. And knowing the ins and outs of SEO will ensure that your professional website and blog make it to the top of the search results – and stay there.
There are many aspects of SEO that can be implemented on your speaker website and there are many schools of thought on what the right way to optimize a website should be. Some experts believe a very narrow approach should be taken while others believe that a more general approach is the best route to go.
Basically, SEO is the process of installing systems within your website that will show search engines that your website is valuable to people who are conducting online searches. Search engines rate and evaluate websites by how effective they are at providing quality information. Without these evaluations, websites that contain information of little value could be ranked alongside websites with high-value content in search results, reducing everyone’s chances of finding the information they are looking for.
In other words, by using SEO, you develop a website that is effective at meeting the searcher’s needs and which helps search engines direct more traffic to your website.
Most of the traffic or visitors to a website come from search engines such as Google, though there are many other search engines out there. Each of these search engines has specific features that it looks for in websites to determine how valuable they are to the person searching for content, information or resources. Your job, as the owner and developer of a professional speaking website, is to design your website and its content so that it proves to these search engines that your information and what you have to say is valuable. By doing so, you increase both the position that your website will turn up in search results and the number of people visiting your website, which will positively affect the success of your professional speaking business.
Keep in mind that proper SEO practices do not abuse search engine guidelines; rather they are tailored to help encourage a balance of quality content with effective keyword optimization. By learning how to best use SEO, you create the potential for your website to excel on the Internet. And without SEO you may have a hard time getting any visitors to your website at all. This of course will directly impact how much prospective client traffic you get, which in turn will effect how many live speaking engagements you’re hired for. That all being the case, it’s important that you invest time and energy into your SEO strategy.
How Search Engines Work
One of the most important things to understand about search engine optimization (SEO) is how search engines work. Search engines make use of a list of critical operations that allows them to determine how information is found in their systems. Once you understand how a specific search engine works, it is easier to know how to ensure your website fits within their methods.
One of the main things that search engines do is to crawl the web. Through the use of automated programs (that are often referred to as spiders or bots) search engines are able to crawl throughout the web and take a look at all of the websites, webpages and documents that make up this vast world of information. It is important to note that these spiders and bots often work at a slower pace than the rest of the web. Some estimates suggest that of the 20 billion pages on the Internet, spiders have crawled through only half of them, if that.
Processing queries is another function of search engines and it is the function that most people are familiar with. When you go on the Internet and head to Google, Bing or Yahoo to search for information online, the selected search engine looks through its massive index of websites and matches your query with those sites that best fit it.
Yet another way that search engines work is by indexing the documents and webpages that are part of each website. As spiders or bots crawl through a website, they gather important information about it and then store this information in an index. That way, when somebody does a search for information or keywords, the search engine can more quickly search through the billions of documents that make up its index to produce a list of web results for the searcher.
Ranking is another important process for search engines. Basically search engines take those billions of indexed pages and rank them by how valuable they are to a searcher. The algorithm used to rank the indexed pages is complex – and impossible to know specifically – but through SEO practices and rules, we are able to understand some of these factors, which are critical if you hope to build a successful website and grow your speaking business.