SEO – The Three Pillars of SEO
I’ve since arrived at a framework for teaching SEO which I call the Three Pillars:
Technology – Crawler
Relevance – Indexer
Authority – Query Engine
Technology – SEO
Technical underpinnings of a website:HTML code, URL structure, HTTP status codes, XML sitemaps, etc.
In digital marketing, your content has to be excellent. It has to add value and engage the visitor. The more engagement, the more users will share that content and in turn, the better it will rank. Invest heavily in your content and it will pay off in spades.
A website’s technology is all about making sure search engines can crawl and index all your content and in the right way. This means having clean HTML code, properly structured URLs (with no parameters, if at all possible), the right HTTP status codes for the right kind of web pages (so a Not Found page results in a 404 code, not a 200 or 302), proper XML sitemaps, etc.
Relevance – SEO
Content, Title Tags & Meta Descriptions, Headlines, Content Structure, Readability, Topical Focus, etc.
When search engines can crawl all your site’s content, that doesn’t mean they know what your content is about.
This means having optimized title tags and headlines, properly structured content, sufficient topical focus on a single page, including the right semantic signals, etc. Writing great Search Engine-friendly content is now more important than ever. Basic SEO’s audits will focus on this aspect of your website.
Authority – SEO
Links and Citations, Sending the right signals to search engines that your website is a trusted source.
Authority relates to the quality and volume of links created over time. the more authority a website has, the more link juice it can pass on this.
As we all know, great content alone is not enough to rank well in search results. You need to be seen as a trusted source, which is where the authority aspect comes in. With sufficient links from other trusted websites, your site will be seen as trustworthy as well and search engines will rank your content higher in search results for relevant queries.