Several surveys have pointed out that users who reach a website in an “organic” (i.e. not through paid advertisements) way consider the content of the actual website much more relevant, and put a lot more confidence in the related company, thus increasing the rate of conversion. Search engine optimization is one of the most profitable investments as return is continuously generated while investing a minimum amount.
We constantly have to make sure that our website has high-quality content targeted at our audience.
The ranking of a website for a phrase depends on a lot of factors. Google (and other search engines) considers several factors when creating the final ranking of search results. It is difficult to define general rules as Google’s ranking method is affected by several special factors. For example, the browser we use (Safari, Chrome, etc.), but it can also be affected by our geographical location or even by our browsing history.
The search engine’s algorithm decides on how to rank websites. These search engines have bots that comb through the whole internet every day and map and index each and every content. When a user starts a search in Google’s system, the company’s algorithm creates a list of websites that it considers to be relevant from to the searched keyword/phrase.