What Is SEO ?

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Are you just beginning your journey to SEO? You may have been told that SEO can drive more customers to your site and improve your ranking, but you’re not exactly sure about how it works, or which areas to concentrate on. Then, you’ve come to the right spot. Find out the essential information that every digital marketer needs to be aware of about SEO.

Defining Search Engine Optimization (SEO)

Let’s begin by asking an obvious question: What is SEO? It’s simple. SEO refers to ‘Search Engine Optimization that’s the process of obtaining visitors through organic, free or editorial, or natural results from Google and other search engines. It is designed to increase the position of your website on the search results page. Keep in mind, that the higher the website’s ranking and the more visitors view it.

  • SEO that is good involves a myriad of actions, including:
  • Finding relevant keywords that have good potential for traffic to your site
  • Making quality, useful content that is of high quality while optimizing for the search engine as well as for the users
  • In addition, we provide relevant links from top-quality websites
  • Monitoring the results

Today, SEO is considered an important marketing strategy.

The differences between organic and paid search

In the beginning, it is essential to be aware of the distinctions between organic, and natural search that is associated with SEO or paid-for search. There are five major differentiators:


The primary differentiator is that paid results are displayed on top of search result pages, while organic results are displayed below them.


The other major distinction between organic and paid search is the amount of time. When you pay for a search, you can get almost instant results, sometimes within minutes. However organic search results take longer typically months, weeks, or even years. Therefore, you must play the long-term to the medium-term game using organic search.


In the case of paying, as the name suggests the traffic from paid search is paid. Pay-per-click (PPC) on a cost-per-click (CPC) base. It means that you pay each time a person clicks your ad. Instead of relying upon organic traffic to your site and buying traffic, you can purchase visitors to your website by paying Google to display your advertisement when a visitor performs the search for your search term. Organic search is not expensive, however, it will require the investment of funds and the amount of time.


When it comes to returns on investments, or ROI, it’s more straightforward to calculate using paid search. It’s due in part to the fact that Google gives you more information about keywords that can be gathered through Google Analytics. With paid search, however, ROI can stagnate or diminish in time. In the case of natural search results, the ROI can be somewhat more difficult to gauge, but it usually improves with time. In the long-term organic search could provide the best returns on investments.

Traffic share

In terms of the proportion of traffic that is used approximately 20%-30 percent of users are influenced by paid results and 70 to 80 percent of users are influenced by results from SEO. Therefore, the majority of clicks are actually natural results.

Similarities between organic and paid search

There are many differences between organic and paid search. there are also commonalities between organic and paid search:

  • Keywords research: You make use of a web search to conduct organic and paid searches as both require the user to type in the keyword. Therefore, you must conduct keyword research for organic as well as paid searches.
  •  Landing pages: Both types of search require the creation of landing pages. For SEO the landing page has been linked to your site. In the case of Paid search, the landing page could be the exact landing page that you use to search organically, or it could be a separate, independent page that is separate from your site.
  • Traffic: Making traffic the primary goal of both organic and paid search. In addition, both organic and paid search traffic is based on the user’s intent. This means that if the person is asking Google an inquiry or searching for information – they’re actively thinking and because of this you are likely to act when they discover this information.

The three foundations of SEO

As a digital marketer able to make your website, brand, or business noticed by users is a fundamental ability, and knowing the way SEO changes can keep you at a high level. Although SEO evolves frequently in subtle ways, its fundamental concepts don’t. It is possible to break SEO into three fundamental elements or pillars you should be aware of, and implement frequently:

  • Technical OptimizationTechnical Optimization refers to the procedure of performing tasks on your website which are intended to enhance SEO, but they are not tied to content. It is often done in the background.
  • On-Page Optimization: On-Page Optimization refers to the procedure used to ensure that your website’s content is useful and offers the best user experience. It is about locating the most relevant keywords in your content. This can be accomplished through an online content management system. Examples of common content management systems are WordPress, Wix, Drupal, Joomla, Magento, Shopify as well as Expression Engine.
  • Off-Page Optimization: Off-Page Optimizing is the activity that helps to improve the search engine ranking of your website by engaging in activities that are not related to the website. This is mostly driven by backlinks that can help build the reputation of your site.

What is the way that search engines operate?

Search engines are utilized by individuals who have a question and are looking on the internet to find the answer. The algorithm used by search engines is a computer program that searches for clues that give users exactly what they are searching for. Search engines use algorithms to discover websites and choose which ones rank best for a particular keyword. There are three steps in the process of search engines: crawling, which is the stage of discovery; indexing, which is the stage of filing and ranking which is the retrieval stage.

Step 1: Crawling

It starts with crawling. Search engines provide web crawlers to discover new sites and keep track of information about them. They are sometimes referred to as web crawlers “spiders” or robots. They are used to find new websites that are available and to also periodically examine the content of pages they’ve previously visited to determine whether the content has changed or changed or updated.

Search engines crawl websites by following links they’ve found. For instance, if you’ve written an article on your blog that’s linked from your homepage once a web search engine scans your website it will look for another link and then click on the link to your latest blog article.

Step 2: Indexing

The next process is called indexing. Indexing happens the time when a search engine decides which of its algorithms going to make use of the information that it has scanned. If a web page that has been crawled is considered worthy by the search engine then it is added to its index. The index is utilized at the end of the ranking process. When a page on the internet or content item is indexed, it’s saved and stored in a database, where it is later retrieved. The majority of websites that provide special useful content get put on the index. The web page may not be listed within the index when

  • Its content is deemed duplicate
  • The content of the site is deemed to be low-value or spammy
  • It can’t be crawled.
  • The domain or page was not equipped with external links

Step 3: Ranking

The third step is the most crucial, and that’s the ranking. The ranking is only possible once the crawling and indexing processes are completed. When the search engines have crawled and indexed your site the site will be considered to be ranked.

There are over 200 ranking signals that search engines employ to rank and sort websites, and all fall under the three SEO pillars that are: technical optimization, on-page optimization, and off-page optimization. A few examples of the signals search engines utilize to rank websites are:

  • Keyword presence within the tag title – Determines whether the keyword or its synonym was included on the page or in the title tag
  • Speed of loading of a web page – Determines if the website page loads fast and is mobile-friendly
  • The reputation of the website – If the website and the page are deemed reliable in relation to the subject being sought after

Ranking and order results

Google’s principal search algorithm is known as Google Hummingbird and is the sole authority for deciding which order to rank results of search engines.

Google also has a machine learning sub-algorithm of the search engine known as RankBrain:

  • If RankBrain discovers a word or phrase it’s not acquainted with, it makes use of artificial intelligence to make sense of it better by linking it to search queries that are similar.
  • It lets Google recognize the queries it receives by turning keywords into well-known topics and concepts which means it will provide more relevant results from search engines even when questions are not common.
  • Instead of trying to provide the best result when it comes to optimizing keywords, RankBrain rewards websites that satisfy users and provide what users expect.

Making the most of RankBrain

A great SEO approach is to improve the performance of your site to increase the user experience and satisfaction, and to make the most value from the ranking factor RankBrain.

The three most efficient ways to achieve this are:

  • Optimize your website for medium-tail keywords (key phrases that comprise three or more words).
  • Optimize your page’s titles and descriptions to attract clicks. This means that when someone is searching your page, it is a higher likelihood of being clicked. The click-through percentage is the percentage of visitors who find your page on Google and go on and visit your site.
  • Optimize your content to increase the duration of stay (the amount of time that users are at the site) and decrease bounce rate (the percent of users who leave after seeing a page).

Keep in mind that Google’s top three ranking factors include:

  • Links
  • Content
  • RankBrain

Establishing SEO objectives

The setting of SEO goals is an essential element in the SEO strategy. It is essential to set SEO goals – and match them to your business goals overall due to:

  • They promote buy-in from the principal participants.
  • They assist you in forming an SEO strategy.
  • They make sure that goals are achieved.

What should you be measuring?

Although it may seem like it’s a daunting task to set goals, evaluating them will assist you in advancing your SEO over the long run. What kinds of things do you need to be measuring?

Take into consideration how to measure:

  • Keywords
  • Traffic
  • Market share
  • Brand recognition
  • Lead generation
  • Reputation
  • E-commerce

Establishing objectives for various kinds of companies

The purpose of your goals will depend upon whether your company is transacting and informative.

If your company is transactional and has an online component it is important to establish your goals in tracking leads and sales conversions. But, if you’re not a commercial site that’s non-e-commerce then you should focus on lead generation.

If your company’s focus is on information it is more likely to set goals focused on brand awareness or traffic to your website.

Keep in mind that even after you’ve successfully implemented the SEO method, SEO is never finished. When it comes to SEO it is possible that you will need to alter your strategy midway through or play a lengthy game, then wait to see the outcomes. However, with an established SEO base in place – and a bit of patience – the advantages that come from an SEO strategy will become evident which will result in a better experience for your customers as well as more sales for your business.

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