An important aspect of SEO is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, they still can’t see and understand a web page the same way a human can. SEO helps the engines figure out what each page is about, and how it may be useful for users.
We frequently hear statements like this:
“No smart engineer would ever build a search engine that requires websites to follow certain rules or principles in order to be ranked or indexed. Anyone with half a brain would want a system that can crawl through any architecture, parse any amount of complex or imperfect code, and still find a way to return the most relevant results, not the ones that have been ‘optimized’ by unlicensed search marketing experts.”
But Wait …
Imagine you posted online a picture of your family dog. A human might describe it as “a black, medium-sized dog, looks like a Lab, playing fetch in the park.” On the other hand, the best search engine in the world would struggle to understand the photo at anywhere near that level of sophistication. How do you make a search engine understand a photograph? Fortunately, SEO allows webmasters to provide clues that the engines can use to understand content. In fact, adding proper structure to your content is essential to SEO.
Understanding both the abilities and limitations of search engines allows you to properly build, format, and annotate your web content in a way that search engines can digest. Without SEO, a website can be invisible to search engines.