Search engines want to show the "best" results possible — the most relevant, most expert and highest quality web pages that will satisfy the searcher. To do this, the engines look at more than 200 factors to determine a site's relevance to a search request. Some of these factors are woven into the fabric of the website ("on-page" factors). Others are trust signals based on links from reputable sites and (in some cases) social media engagement. No single web page, even with the best search engine optimization in the world, can be perfect in all 200+ ranking factors. Furthermore, no one knows precisely what the factors include or how they are weighted to determine the search results for a given keyword or query. So what's an SEO to do? This SEO tutorial teaches you a "beat the leader" approach to search engine ranking. To see what Google or Bing thinks is best for any specific attribute, you can look at the sites they are currently rewarding — the top-ranked results. Once you know what structural and content choices worked for the "leaders," you can do even better by making your pages the "least imperfect"!
There are no search engine optimization secrets or tricks — just ranking methodologies to follow in order to help a site that offers value to users beat the competition in search results. Today's SEO must be committed not just to optimizing a website, but also to making it a quality site that attracts links naturally and is worthy of ranking.
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