Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It implies the concerted effort of multiple departments within an organization, including design, marketing, and content production teams.
While some SEO jobs involve business analysis, a considerable part depends on the ranking algorithms of the various search engines, which may change over time. However, a rule of thumb is that websites and Web pages with higher quality content, more external referral links and greater user involvement will be higher on a SERP.
The SEO process
• Research, including business research, competition analysis, current status evaluation, and keyword research
• Planning and strategy, including decisions on how to manage content, create links to the website, manage social media presence and technical implementation strategies
• Implementation, in which optimization decisions are made on the web pages of a site and on the website as a whole
• Monitoring, where web spider activity, traffic, search engine rankings, and other report production metrics will be observed on which evaluation will be performed
• Evaluation, which involves checking the summary effects of the strategy (and its implementation) with respect to the stated objectives of the SEO process
• Maintenance, where minor or major problems of the website operation are handled (for example, new content that requires optimization based on the strategy).
How SEO works
You could think of a search engine as a website that you visit to type (or pronounce) a question in a box and Google, Yahoo !, Bing or any other search engine you are magically using a long list of links to pages web could potentially answer your question.
Ver true. But have you ever stopped to consider what is behind those magical lists of links?
Here’s how it works: Google (or any search engine you’re using) has a crawler coming out and collects information on all the content that can be found on the Internet. The crawlers report all 1 and 0 to the search engine to create an index. This index is then fed through an algorithm that attempts to match all the data with the query.
How to do SEO
SEO involves technical and creative activities that are often grouped into “SEO onsite” and “SEO offsite”. This terminology is rather dated, but it is useful to understand since it divides the practices that can be performed on a website and away from a website.
These activities require experience, often from multiple individuals, because the skills needed to perform them at a high level are quite different, but they can also be learned. The other option is to hire a professional SEO agency or an SEO consultant to help in the required areas.
Onsite SEO refers to activities on a website to improve organic visibility. This largely means optimizing a website and content to improve accessibility, relevance and user experience. Some of the typical activities include:
• Keyword Search – Analyzing the types of words and the frequency used by potential customers to find services or products of brands. Understanding their intent and users’ expectations from their research.
• Technical verification – Ensuring that the website can be scanned and indexed, is correctly geolocated and free from errors or obstacles to the user experience.
• Onsite optimization – Improvement of website structure, in-house navigation, in-page alignment and content relevance to help prioritize key areas and address relevant search phrases.
• User experience – Ensure that the content shows competence, authority, and trust, is simple to use, fast and ultimately offers users the best possible experience against the competition.