What is SEO
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search, and industry-specific vertical search engines.
As an internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
Traditionally, most companies that want to improve their search rankings hire SEO firms to help. Part of their service includes ensuring that each page has appropriate keyword placement and density. However, outsourcing keyword placement also increases the “SEO drift” as keywords slip away from subsequent revisions to the content.
Acrolinx takes a different approach to support SEO. Instead of giving responsibility for keywords to third parties, Acrolinx improves SEO results on the keyword level by giving authors direct feedback on the keyword placement in their content. Instead of focusing on keywords alone, Acrolinx capitalizes on its linguistic capabilities to check documents for assigned keywords, discover new keywords, and to analyze the SEO performance on the document level.
Concepts and Processes
The SEO process typically consists of the following tasks.
The process of determining the words and phrases that customers search for and
identifiying those words and phrases that add the most value. Keyword research also extends
to comparing the identified keywords with those of potential competitors. Keyword research
is best done in multiple languages and adapted to the individual locale.
The process of evaluating the identified keywords against previously defined criteria
for the individual purpose. In this stage, keywords are also grouped together by product,
language and locale.
The researched and managed keywords are analyzed further and mapped to the
appropriate documents. If necessary, content is created for important keywords. This
process is sometimes linked to content restructuring and off-page optimization.
, documents are checked against the correct use of
individual keywords. This includes both checking for the use of the correct keyword itself
as well as checking for the correct use in the different elements of the document.
On the document level , documents are checked for compliance with search engine rules and whether they will be classified as high quality content by the search engine.
If necessary, documents are edited to comply with the requirements of both the end users as well as search engines.
Acrolinx supports on-page optimization by giving users the ability to check documents on both the keyword and document level and apply corrections directly in the document.
Optimized documents are evaluated against other documents. Pages are aligned with
other pages with similar keywords. Links to and from blogs, social networks, other
corporate domains, or partner websites are optimized.
Detailed metrics are applied to evaluate the success of the SEO tasks. Administrators
monitor the overall performance, measure different KPIs like time on page or number of
visitors, or analyze which of the keywords were actually used to find the page. They
identify weaknesses in the content and opportunities to further optimize the content.