What is SEO and how it works?
The business world is in the midst of a rapid evolution, from print and broadcast media to social networks. But while we are still in the first stage of digitalization, there are still many industries that have not yet entered this next phase - Search Engine Optimization (SEO).
In this post, I’ll explain what SEO does, why it's essential, and how businesses can get started with it. Keep reading if you want to find out!
What Is SEO?
Search engine optimization (SEO) is the process of optimizing web pages for search engines like Google or Bing so those pages appear higher in rankings and users see more relevant results on their primary searches. Search engines love organic traffic because they believe it represents free marketing. As long as a site ranks high in search engine results pages (SERPs), people will visit, read about, share, and potentially become customers. To help websites compete online, Google has set ranking factors according to which websites can be considered “high-quality” and “top-tier” sites. These factors include:
- Quality content
- Relevant keywords
- High-quality backlinks
- Optimized URLs
- Page speed
- Internal linking
- Mobile-friendly webpages
How Does SEO Work?
To understand SEO, we need to know exactly how search engines crawl your website or blog, create indexing, categorize, rank, and display your page’s information so that people see your site when searching by keywords related to your products or services. Your pages can also be analyzed to identify problems such as duplicate links, poor site structure, missing contact information, broken links, no CTAs, etc.
Google crawls the internet and scans millions of web pages every day. They use these crawl requests to collect data on all websites on the planet. Every time someone clicks on one of those pages, the following happens:
Your webpage shows up at the top of the list in an index. This means your SEO is working. When another user visits your URL, Google immediately returns your webpage to them. If your homepage’s title matches an existing term, like "buyers guide," Google will only show that page instead of thousands of irrelevant pages.
If your web page contains multiple sections, each part of your website is ranked at different levels. For example, if you're selling kitchen appliances, you'll be ranked higher than other sellers who sell tools like baking equipment or dishwashers. By using relevant keywords in your titles, creating well-structured content, making sure URLs are optimized, and improving site design in terms of load speed, Google knows whether you’re really an authority or just a source of low-quality pages that don't do much.
How Can You Use SEO Today?
How Effective Are SEO Factors?
When you use specific keyword combinations in your meta descriptions, URLs, headings, tags, H1s, and body, search engine spiders scan your pages and determine whether they provide useful information. That information includes your company name, address, phone number, product description, and any previous transactions. However, some keywords have hidden meanings behind the numbers. Remember that Google will crawl all types of pages. So, for example, having two variations of the same keyword (“Buyer’s Guide” vs. “Buyer’s Guides”) might mean Google may consider them somewhat similar. Similarly, having a single word in your URL could indicate that your website is a re-sale website. While Google can scan those variations, so too can algorithms from other sources like Social Media platforms or third-party analytics companies that track web traffic.
There are several ways SEO influences a site’s position in search engine results pages (SERPs). Here’s a breakdown.
Keyword Ranking Factors
Keyword ranking factors are essential aspects of SEO. Keywords are words, phrases, or phrases people type into search engines like Google to look for information. Those keywords also influence the way your business appears in SERPs. A high volume of keywords can make a site stand out from its competitors but they also increase competition and lower quality content. Having relevant keywords in your title, subheading, keywords within the URL, and internal linking all increase relevance among readers. This helps you optimize pages for better SEO. According to SEMrush, the average cost per click on a keyword is $6.22.
Link Building
Link building refers to a strategic approach to increasing domain authority through backlinks. A person or entity with a high domain authority trusts them and often passes their trust to others through sharing link exchanges. Link builders pay attention to your niche, industry, location, and reputation. Backlinks are also valuable because they act as votes of confidence for your brand, establishing credibility. A person wants businesses with excellent reputations to use their trusted connections to promote their products. Links are votes of the belief that build trust online, thereby increasing your chances of getting a sale. One of the best ways to boost your brand’s profile is through backlinks.
Backlinking strategies are a great way to generate new leads. Consider joining an affiliate program. Businesses already have a relationship with publishers and earn a commission off of any sales made via affiliate links. Be smart about how you choose affiliates. Make sure you partner with reputable publishers or work with brands that you genuinely enjoy and respect. Avoid working with unknown affiliates with shady track records and unprofessional behavior. Always check their sites to verify legitimacy before sending money. Finally, be sure to offer something special and unique as an incentive for your partners to become your affiliates. Don’t expect money right away; remember to be courteous and transparent throughout the transaction.
SEO Tools
If you've used SEO for a few years now, then you may be aware that you have a variety of SEO tools across various areas. There are free and paid options available to help you maximize your efforts without spending much cash. There's no substitute for experience and discipline. Just remember to keep an eye on your progress. Some tools require paid subscriptions, especially newer ones that require maintenance fees. Otherwise, there are a lot of benefits if you focus on building a solid foundation.
SEMrush is a cloud-based platform that offers lots of features designed to help you improve your SEO. The software offers a ton of advanced SEO features, including:
Keyword research and competitor analysis
– Identify current and future needs and trends in your target market. Create lists to inform your decisions. Monitor your site’s performance over time to evaluate efficiency and change plans accordingly.
Site audit
– Improve your site’s ranking by identifying errors, outdated codes, and broken code. Schedule and organize your audits to meet deadlines. Automate reports and alerts.
Analytics
– Analyze your site and analyze metrics such as Bounce Rate, Mobile Friendliness, Page Speed, Domain Authority, Content Quality, Top Referral Source, and Trust Flow.
– Build stronger relationships between pages on your website to increase exposure and authority. Find relevant anchor texts. Include links directly under the text field of images.
Meta Tags
– Customize your metadata to match your audience. Add categories, add shortcodes, write captions, add a call to action (CTA), use shortened copy, and much more.
Image Alt Text
– Ensure that the image you upload includes descriptive alt text so search engines can effectively interpret that photo in Google search.
Visual Website Design
– Get advice on visual elements and design on your own website.
Video Indexing
– Track video performance, measure the engagement, and gain insights.
– Track video performance, measure engagement, and gain insights.
HTML5 & CSS3 Testing
– Evaluate your website’s functionality and learn how to improve quality without breaking the budget.
E-commerce Store Conversion Tracking & Reporting
– Learn how to convert visitors to buyers with shopping cart abandonment tracking, monitor payment history, calculate email opt-ins, run multivariate tests, and more.
Local Marketing – Understand where to advertise, how to reach customers, and how to get them.
Conversions Analysis
– Discover how customers view your business’s products and services and how they respond to advertising campaigns and social media posts.
Product Recommendations
– Look into customer habits and preferences, how they browse and purchase from different outlets, as well as what channels they prefer to engage with.
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