SEO (Search Engine Optimisation) is based on three fundamental pillars. Understanding these and their context to each other will allow you to increase your opportunities online and make link-earning easier. At its most basic level, how your Search Engine Optimisation performs dictates how high up you will rank on Search Engine Results Pages (SERPs).
The three pillars which underpin this performance are authority, relevance, and trust. So let’s see what they mean and how they affect your online presence.
Let’s go back to before there were search engines and the Internet. When we needed to learn more about something we had to source the knowledge ourselves.
With a burning desire to understand more about the physic of black holes there were a couple of options available. The easiest option may have been to ask someone but unless you were friends with a Physics professor this may not give you access to the information you need.
The alternative would be to go to a library, ask the librarian to recommend the best book on astrophysics and then plough through the resources they have available until you satiate your hunger for the knowledge.
In both scenarios, you are making a decision about authority. And the most authoritative answer will likely come from the most authoritative source on that particular subject.
If the librarian didn’t have a method of indexing the books in the library you would have quite a task on your hands to first of all find a book on the relevant subject and even more so to find the one which was considered the best. And if the number and variety of books in the library were growing exponentially your task would likely be impossible.
Search Engines have to be the librarian capable of updating the referencing index fast enough to keep up with the exponential growth of the web and giving you the most authoritative sites for your chosen search at the top of the list. Search Engine Optimisation is how you respond to this.
Next we need to look at relevance…