What is search engine optimization?
Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google. Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic to a website.
In Google and other search engines, the results page often features paid ads at the top of the page, followed by the regular results or what search marketers call the "organic search results". Traffic that comes via SEO is often referred to as "organic search traffic" to differentiate it from traffic that comes through paid search. Paid search is often referred to as search engine marketing (SEM) or pay-per-click (PPC).
The benefits of SEO
Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web.
Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic the site will tend to receive. For example, for a typical search query, the number one result will receive 40-60% of the total traffic for that query, with the number two and three results receiving significantly less traffic. Only 2-3% of searchers click beyond the first page of search results. Thus, even a small improvement in search engine rankings can result in a website receiving more traffic and potentially business.
Because of this, many businesses and website owners will try to manipulate the search results so that their site shows up higher on the search results page (SERP) than their competitors. This is where SEO comes in.
How SEO Marketing Works
Search engines want to provide the best service for their users.
This means delivering results on the search engine pages that are not only high quality but also relevant to what the searcher is looking for.
In order to do this, search engines will scan, or crawl, different websites to better understand what the site is about.
This helps them deliver more relevant results to those who are searching for certain topics or keywords.
Similarly, the search engines will scan the site to determine how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on SERPs.
SEO is the process that organizations go through to make sure that their site ranks high in the search engines for relevant keywords and phrases.
For instance, let’s say that you have an article about how to build a birdhouse.
In order to get your content in front of the right people, you would probably do this.
You will try to optimize this blog post so that it will show up as a top result for anyone who searches for the phrase “build a birdhouse.”
There are many benefits of SEO for your business.
By improving your SEO, you can work to expand your visibility on the search engines. This helps you reach and engage more potential customers.
By creating more engaging and effective SEO-focused content, you can increase your chances of bringing in more targeted organic traffic.
By adjusting your website and content for greater visibility and readability, you help give your SEO meaning.
You shouldn’t settle for low SERP rankings when you could be at the top.
What are the types of search engine optimization?
You can categorize SEO tactics into two buckets:
Both on-page and off-page SEO aim to make your site more friendly, as well as trustworthy, to users and search engines. When search engine crawlers see how friendly your website is to them and users, it increases the chances that your site will rank well for different searches.
How SEO works: A quick example
When it comes to learning how SEO works, it’s often helpful to have an example. So, say you have two websites: Website A and Website B.
Website A isn’t responsive, which means users on tablets or smartphones will have a tough time navigating and using the site. Website B, however, is responsive, which means a better user experience for tablet, smartphone, and desktop users.
or search engines, it’s an easy decision which website is more friendly: Website A.
Of course, how search engines work is a bit more complicated than that. Today, search engines use more than 200 different factors to generate search results, which means a lot of different elements influence your placement in search results.
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