SEO 2018: how do you fight for the first positions in search engines?

What is behind the magic acronym SEO? SEO comes from the English Search Engine Optimization and is basically a way of creating and modifying websites so that their content and form are suitable for automated processing in search engines. Simply put, it means that the better SEO your website has, the better its position in search results. It makes sense that with better SEO, the chances of a user looking at your page in particular increase, because no one wants to take a long time to scroll through it.

Is good SEO a thing of the past?

Time and time again, you may come across the opinion that SEO is dead. Very often, these sighs occur when Google changes its algorithms for ranking results, resulting in the tricks you've been applying until now no longer being valid.

Today's SEO is a whole that consists of both textual and visual content creation, paid advertising (PPC), user interface (UX) and web analytics. SEO is closely linked to copywriting and the focus is on synergy between different types of traffic. They used to be seen as separate channels, but the modern SEO specialist knows that everything together forms one flawless and functioning whole. So it is his goal to make all these areas that affect SEO work together to achieve the desired goal.

There is no point arguing that Google is the absolute market leader in search. Other major search engines include Microsoft's Bing or Yahoo. And, of course, one must not forget local search engines such as Seznam.cz. Therefore, in addition to the fact that a person who is dealing with SEO should take into account the peculiarities and limitations of these particular neo-Google search engines, it is also important to take into account the search on social networks, which are the dominant feature of our time. Facebook, Twitter, LinkedIn, Foursquare or even Pinterest have their own searches.

If you're wondering about the classic "technical" SEO, which is based on getting the technical design of a site right, it's obviously not dead. However, modern technology, which is increasingly being used to build websites, can be a challenge for it. So in case you are going to create a website, make sure to ensure that the content is properly processed by the search engine robots.

To make matters worse, in addition to paid advertising, organic results also have to fight for attention with other elements that Google places among the results, and breaking into this position is another way you can increase your website's visibility.

Mobile versus desktop

In fact, mobile searches absolutely roll over desktop searches. So it's probably clear to you that you definitely can't forget about mobile users in your SEO. Responsive website is an ideal solution, maybe even a necessity. Of course, you should also take into account the downsides of such a solution - it is advisable to adjust the length of the texts you will present to mobile users, there may be problems with the speed of displaying content. And it is this speed of page display that can be crucial for users. The demands of today's users are high and the recommended response time is around two or three seconds. Specifically, Google has page load speed as one of its essential criteria for ranking web content.

It's also important to note that at one time, searches may have been based on keywords, but today we're seeing a big shift to using common language - users are typing in grammatically complete queries. This is also related to the rise of voice search, where asking full natural language questions is the norm.

Search engines and SEO specialists alike have to be very agile these days as both technology and the way users use it are changing fundamentally. Would you like to capture the top positions in search engines, but don't know how to do it? Contact us, our specialists will help you with this issue.