Search engine optimization (SEO), when entered as a keyword into Google, searches the internet to identify results matching that query and ranks them according to relevancy and authority – this process is known as Search Engine Optimization (SEO). SEO encompasses numerous activities that help websites appear in search results.
SEO (Search Engine Optimization) is essential to getting found by search engines and building a dedicated customer base online. SEO’s goal is to increase awareness of your products or services online and increase revenue, so its use should never be neglected when creating marketing initiatives or campaigns for any product or service online.
Search engines offer brands unique opportunities in verticals such as voice search, local search, image and video search; however, the fundamental principles of SEO remain the same. This chapter covers both technical and content elements of SEO; including best practices and recommended standards for both on-site and off-site optimization strategies.
To gain a clear picture of SEO’s workings, it’s useful to picture it as a three-legged stool: technical optimizations, content optimizations and off-site strategies drive awareness. When handled by experts, all these elements work together seamlessly for a strong web presence visible and easily accessible through search engines.
Keywords are key in ranking your pages in a search engine results page (SERP). People use them when they conduct searches on Google, Bing and other search engines like DuckDuckGo; using the appropriate mix helps search engines understand your content more readily and find it relevant to what people are searching for.
An optimized page features keywords that are repeated throughout its text in an organic and contextual way, including including them in its title as well as using header tags such as H1, H2, H3 or H4. Adding bold, italics or other formatting techniques can further emphasize your keywords without making writing seem awkward or unnatural.
Search engines use links as part of their analysis process when indexing web pages, so having high quality links from external websites that lead to yours shows search engines that your content is authoritative and helpful.
Search engines take into account the speed of your website when assessing how quickly it loads. This factor can have a direct effect on how well pages rank and how user-friendly it is overall.
Search engines exist to provide users with relevant, timely answers to their queries, which is done by looking at keywords and their popularity (linked page count) on web pages, then determining if that particular page is the most authoritative answer to a particular search term. It’s therefore crucial that your pages are optimized both for search engines and humans alike – failing to do this means missing out on opportunities to expand your business!
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