SEO is search engine optimization. We share this with your website content.

Search: What people do when they want to find an answer to a question or a product or service.

Search Engines: Google (like Bing or Bing) can search for what someone is talking about.

Search Engine Optimization: What do you do to get search engines linking to your website?

SEO means search engine optimization, and is the process used to correlate the technical configuration, relevance and popularity of a website's content to make its pages easier to find, relevant and popular for users' search queries, and search engines rank them better.

Search engines offer SEO efforts that benefit both the user's search experience and page rank by providing content that is relevant to the user's search needs. This includes using relevant keywords in titles, meta descriptions and headings (H1), keyword descriptive URLs, and schema tags to display page content among other SEO best practices.

Search engines help people find what they are looking for on the Internet. When researching a product, finding a restaurant or booking a vacation, search engines are a common starting point when information is needed. For business owners, they provide a valuable opportunity to drive relevant traffic to your website.

Search engine optimization (SEO) is the practice of getting more traffic to a website in order to rank higher on the search engine results page (SERP). Often the goal is to have the most meaningful search terms for your audience on the first page of Google results. So, SEO is about configuring your website as well as understanding the wants and needs of your audience.

Here are the basics.

Search Engine Optimization (SEO)

How do search engines work?

Search engines provide results for the query entered by the user. To do this, they examine and "understand" the websites that make up the network. They develop complex algorithms that determine which results to display for each search query.

Why is SEO important for marketing?

SEO is a key part of digital marketing because people make trillions of searches each year, often with the goal of finding information about products and services. Search is often the primary source of digital traffic for brands that complements other marketing channels. Increasing your visibility in search results and ranking higher than your competition can have a material impact on your bottom line.

However, search results have evolved over the past few years to provide direct answers and information to users, allowing users to stay on the results page instead of being directed to other websites.

Note that features like rich search results and knowledge panels can increase visibility and provide users with direct information about your company.

In general, SEO is the foundation of the entire marketing ecosystem. Once you understand what website users are searching for, you can apply this knowledge to your campaigns (paid and organic), your website, social media features, and more.

Why is SEO important to Google?

For most people, the term "search engine" is synonymous with Google, which accounts for 92% of the global search engine market. Since Google is the leading search engine, SEO is often the best thing for Google. It's helpful to understand how and why Google works.

What Google wants

Google is designed to provide the best search experience to users or searchers. This means delivering the most relevant results as quickly as possible.

The 2 main components of the search experience are the search term (user input) and the search results (results).

Let's say you search for "Mailchimp guides and tutorials". It is an open and unified search. Google understands what you're asking, and offers a useful page as the top organic result - the Mailchimp name.

From Google's point of view, this is a great search result and a positive user experience, as the user is more likely to click on the top result and be satisfied with the result.

How Google makes money

Google benefits from people who trust and value its search service. This is achieved by generating useful search results.

Google allows businesses to pay to place ads on the top pages of search results. The term "Advertisement" refers to these listings. Google earns money when searchers click on these pay-as-you-go (PPC) ads purchased through AdWords. You'll see these ads especially in general questions.

Except for the small icon, these search results are very similar to other search results. Of course, this is a known fact because many users click on these results without realizing that they are ads.

Google takes this into account. That's more than 80% of the $182.5 billion in ad revenue that Google expects to generate by 2020. Therefore, the search function remains the main product that the advertising campaign relies on.

Anatomy search results

SERPs consist of paid search results and "organic" search results, and organic results do not contribute to Google's revenue. Instead, Google provides organic results based on a site's relevance and quality assessment. Depending on the type of search query, Google will also include different elements in the SERP, such as maps, images or videos.

The amount of ads on SERPs depends on what users are searching for. If you search for "shoes", you'll find that most of the top results are ads. Of course, you need to scroll down to get the first organic results.

This type of query usually generates more ads because the searcher is more likely to buy shoes, and there are many shoe companies willing to pay to appear in AdWords results for this query.

On the other hand, if you search for something like "Atlanta Falcons," your results will vary. This search is mostly related to the professional American football team of that name, so the top results are related to it. But this is still an open question. You can find newsletters, lesson plans and their homepage. These top 3 result types show that Google doesn't know the exact intent of your search, but offers quick ways to learn about the team, get the latest news, or visit their website.

Since there is no purchase intent behind the query, there are no AdWords results because advertisers don't want to bid on that keyword.

However, if you modify the query "Atlanta Falcons hat" to indicate that you can trade with Google, the SERP results will change to show the preferred results.

Types of SEO

Although Google and other search engines consider several factors when ranking your content, there are many aspects to this type of SEO. The three main types of SEO are on-page, off-page and technical SEO.

On-page SEO:

Improving the quality and structure of on-page content. Content quality, keywords and HTML tags are key players in on-page SEO.

Off-page SEO:

Linking other sites and other pages to the page you are trying to optimize. On-page, internal links and reputation are your off-page MVP.

Technical SEO:

Improving the overall performance of your website in search engines. Site security, UX and structure are key here.

The above three types of SEO apply to websites and blogs, but they apply to all three types of SEO:

Local SEO:

Make sure your business ranks as high as possible on Google Maps and SERP local results. This is where tracking, listing and optimizing your Google Business Profile becomes critical.

Image SEO:

A combination of on-page and technical strategies to get images found on your website pages in Google Image Search.

Video SEO:

Getting your videos to the top of YouTube or Google video results is a mix of on-page, technical and off-page strategies.

All three types require three basic types of SEO, and they differ in how much they rely on each.

SEO Ranking Factors

What are these factors? What is quality, targeted, edible, SEO optimized content? Well, there are hundreds of Google ranking factors, and Google is constantly developing and refining its algorithm to continue providing the best possible experience, but there are 12 that should be prioritized.

According to FirstPageSage, the current top factors and their severity;

  • Publish high-quality content consistently (26%)
  • Meta keywords (17%)
  • Background (15%)
  • Niche Skills (13%)
  • Customer Engagement (11%)
  • Internal links (5%)
  • Mobile/mobile-first (5%)
  • Page Speed ​​(2%)
  • Web Security / SSL Certificate (2%)
  • Schema Semantics/Structured Data (1%)
  • Keywords in URL (1%)
  • H1 keywords (1%)

But make no mistake about the factors below this list. As you can see in the chart below, "other" factors such as unrelated mentions, social signals, domain history, outbound links and site structure carry a 1% weight. But considering that there are at least 200 Google ranking factors; That's 189 "other" factors that make up at least 1%. In other words, seemingly small factors, such as keywords in the URL, are 1% by themselves and not very small.

The Role of SEO

The goal of SEO is to increase your organic ranking in search results. AdWords has many uses for marketing and optimization.

While many competitive elements moving inventory to the SERPs may seem to reduce organic listings, SEO can still be a powerful and profitable force.

Google processes billions of search queries every day, and organic search results are a big part of that. Maintaining and maintaining organic rankings requires significant and ongoing investment, and every click that sends traffic to your site is completely free.