Communication is defined as: a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior.
The communication process involves a sender and a receiver. As long as both the sender and receiver both understand the common system of symbols, signs, or behavior, the sender’s message will be understood. Sounds simple enough, right? The challenge with any communication is that the message has to be properly encoded and then passed along through the communication medium or channel and then decoded and interpreted by the receiver of the message. With search engine optimization, we are dealing with an intermediary (the search engines) who really aren’t our intended receiver at all. We have to make sure the search engines understand the message we are sending, or the communication process breaks down and never makes it to our intended receiver. This makes for a much more complicated communication process.
Google has made it perfectly clear that they are making every possible effort to improve the quality of its search engine. This means they are doing their best to decode the meaning of web pages and other web content — at the same time they are decoding the meaning of users’ search queries — all in an attempt to match up searchers with what they are looking for. They are trying to improve the web search communication channel. Our job as communicators is to create our websites and write content that makes it clear what we are trying to say. If we send the right signals to Google through the structure and content on our site, internal and external links, and all the other “seo” tactics, Google will get the message and move our site to the top of the search heap.
