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Search engine optimization (SEO)

What Is Search Engine Optimization (SEO)?

As an Internet marketing strategy, SEO considers how search engines work to give your search result, the automated search through the computer programming algorithms that decide search engine behavior, how people search, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page, this has been decided by the algorithms of the search engine. These visitors can then potentially be converted into customers, because they get the exact result on its searches.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Think of the index like a giant library where a librarian can pull up a book, or a web page to help you find exactly what you’re looking for at the time.

Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals of content, to determine the order pages should appear in the search results for a given query. In our library analogy, the librarian has read every single book in the library and can tell you exactly which one will have the answers to your questions. Indexing plays an important role to give search results, which is exactly a combination of search content entered into the search box.

Our SEO success factors can be considered proxies for aspects of the user experience. It’s how search bots estimate exactly how well a website or web page can give the searcher what they are searching for. Determining the exact search though millions of the characters set decided by the program through the algorithms of the search engine.

Paid advertising or any of the paid search ads can’t pay search engines to get higher organic search rankings for the keyword and website, which means SEO experts have to put in the work using the various content, indexing, keywords.

Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and speed are important site architecture factors. Authentic and proper understandable contents require to be crawled in the webmaster to receive results earlier from your SEO work.

The newly updated SEO Periodic Table also includes a list of Toxins that detract from SEO best practices. These are shortcuts or tricks that may have been sufficient to guarantee a high ranking back in the day when the engine’s methods were much less sophisticated. And, they might even work for a short time now – at least until you’re caught.

We have also got a brand new Niches section that deep-dives into the SEO success factors behind three key niches: Local SEO, News and Publishing, and Ecommerce SEO. While our overall SEO Periodic Table will help you with the best practices, knowing the nuances of SEO for each of these Niches can help you succeed in search results for your small business, recipe blog, and online store.

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results. It is an important factor to not use copied content from other competitors to improve your site, because it downgrades your ranking in the search engine.

What is the role of SEO in marketing?

SEO is a pre-decided and fundamental part of digital marketing because people conduct millions of searches every year, often with commercial intent to find information about business, products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.

However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites. Even paid advertising is also designed on the basis of contents and keywords searches through the search engine.

Also it is to be noted, features like rich communication results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results. It is noticed the results generated though the SEO are highly ranked based.

In total, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns either through the paid advertising or using the organic, across your website, across your social media channels, and more.

On Page and Off Page Optimization:

What Is On-Page SEO?
On-page SEO (search engine optimization) refers to the process of optimizing pages on your site to improve rankings and user experience. Meta, contents, url, images etc. are used to optimize the website.

Elements of on-page SEO optimization:

Meta Title tags optimization
Meta Description optimization
Meta Keywords optimization
Internal Linking
HTML Codes
URL optimization
Content Optimization
Images optimization

How to Optimize Your Content for On-Page SEO:

On-page optimization focuses on SEO tactics in your control which can be your site. This is why you will sometimes see “On-page SEO” used interchangeably with “on-site” SEO.

There are several vital pieces of a comprehensive on-page SEO strategy you’ll need to know to create the kind of content and site that ranks well in the search engine results pages and leads to higher conversion rates. We’ll get into those factors next.

What Is Off-Page SEO?
Off-page SEO refers to all SEO tactics that don’t involve updating or publishing content to your website. All the work needs to be done in the third party network and generating a backlink for the website or posts. The work which is done outside of your web page is off page SEO and it needs to properly optimize to improve the traffic of your web site.

In the past, many used “off-page SEO” and “link building” interchangeably, but in reality, there are many off-page SEO tactics you can use, including:

Elements of Off-page SEO optimization:

Directory Submission
Third Party Network Links
Guest Posting
Submission in News and Articles
Social Bookmarking
Business Listing
Forum Posting
Web 2.0 Submission
Profile Submission
Article Submission
Press Release Submission
Image Posting
Classified Listing
PDF Submission
RSS Submission
PPT Submission
Video Submission
Social Media, and more.

These tactics help both search engines and users better understand your website and increase your site’s authority, trust, and relevance.

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