What is Search Engine Optimization (SEO)?
SEO is an acronym that stands for Search Engine Optimization. It refers to the process of
optimizing one’s website to get unpaid, or organic, traffic from the search engine results
page. It involves making changes to your content and website design to make it attractive
to a search engine. It aims to provide the best service to the users. It means delivering
relevant and high-quality results on the search engine pages.
Organizations go through the process of search engine optimization to ensure that their
site ranks high in the search engines for relevant phrases and keywords. SEO is the
process of growing the quantity and quality of website traffic by increasing the visibility of a
web page or website to users of a web search engine. It excludes the purchase of paid
placement and direct traffic. It also targets different users, including video search,
academic search, image search, industry-specific vertical search engines, and news
search. One of the SEO tactics is promoting a site to increase the number of inbound links
SEO is performed to ensure that a website will receive more visitors from a search engine
when websites rank higher in the Search Engine Results Page (SERP). SEO is different
from local search engine optimization. The former is focused on national or international
searches. The latter focuses on the optimization of a business’ online presence so that its web
pages will be displayed by search engines when a user enters a local search for its
services or products. Search engines deliver relevant results to those who are searching
for certain keywords or topics by crawling or scanning different websites.
SEO is utilized through search engines such as Google, Bing, MSN, etc. At
present, SEO is an integral part of any effective marketing strategy.
Categories of SEO Techniques
SEO techniques are classified into two broad categories. Techniques that search engines
do not approve (black hat) and techniques that search engine companies recommend as
part of good design (white hat). The sites of black hats maybe, permanently or
temporarily, banned if search engines discover what they are doing. White hats tend to
produce long-lasting results.
If an SEO technique conforms to search engines’ guidelines and involves no deception, it
is considered white hat. Else, the technique is considered black hat.
Factors that Affect On-Page and Off-Page SEO
1) On-Page SEO Optimization
On-page SEO factors are the elements that happen on your website and you have
complete control over. The factors are meta description, title tag, image names and ALT
tags, sub-headings, and internal links.
When focusing on your site’s architecture, make sure your website is mobile-friendly. On-
page SEO involves meta tags, optimizing content, and other elements on your own site’s
page. Off-page SEO involves any activity that drives awareness and referral traffic to your
from other sites.
2) Content Marketing
Content is helpful in attracting search engines and ensuring that your organization makes
connections with site visitors. SEO meaning can be emphasized through written and visual
content. Choose keywords and phrases wisely when creating content.
The following types of content help in improving content offering and search engine
* Blog posts and articles
* E-books and whitepapers
* Videos and audio recordings
* Infographics and other visual content
* Social media content
* How-to guides and tutorials
3) Off-page SEO optimization
The following off-page SEO factors tend to affect your search engine rankings:
Why Does Your Website Need SEO Optimization?
1) Helps in building your brand
Brand building involves both what you provide and what others think about it. Developing
your SEO strategy comprises selecting keywords and creating content that is in sync with
your brand’s image.
2) Ensures that your website earns more traffic
If you wish to bring more users to your site, SEO is the best answer. SEO improves your
site’s rankings in search results and attracts more traffic. This traffic in turn gets converted
into leads and customers.
3) Rank on Search Engines and balance out your ad
The pages that appear in search engine results include PPC, pay-per-click, ads.
Advertisers pay when a user clicks their ad and visits their page. The sites that appear in
the organic results below these ads earn traffic without paying anything.
4) Enables your target audience to find your site
It is common for consumers to search for services and products online. SEO makes sure
that your target audiences are exposed to your business. According to a survey, 48% of
consumers prefer to visit a business’s official website to learn more about the business.
5) Easy to measure
Every aspect of the results can be measured. It is convenient to keep a track of the return
received from your SEO investment. Tools like Google Analytics can be used to track your
traffic, referral sources, conversions, and other metrics that are important to your business.
6) Enhances user experience
At present, technical aspects like usability, site speed, and mobile-friendliness play a major
role in rankings than earlier. These factors help in improving the experience that your site
provides to the users. SEO ensures that users are directed to sites that provide relevant
7) Helps your business in staying ahead of competitors
Besides improving where your site ranks on results pages, SEO also helps you to move
ahead of your competitors.
8) Helps in boosting your authority and credibility
You can build your target consumers’ trust and credibility early in the research phase by
combining content marketing with your SEO efforts.
9) Acts as a primary source of leads
Inbound strategies are the most successful and effective source of leads among B2B,
B2C, and non-profit organizations. Inbound includes search engine optimization among
10) Brings higher close rates
Unlike outbound leads, an average of 14.6% close rate is achieved from SEO leads. When
a customer makes actual research of your business, i.e., SEO leads, it results in higher
11) Promotes better cost management
SEO lowers advertising costs by ensuring that you need not pay per click or advertise
through a good ranking. Tools like Linkio helps in improving traffic.
12) Helps establish brand awareness
SEO ensures that your brand is easily found by search engine sites through organic and
regular searches. This ensures your link to be clicked by potential users. SEO also
increases your followers on social media websites.
13) Provides you with a long-term marketing strategy
Six months is the minimum duration for a website to maintain optimal ranking. It’s not easy
to pull you down the search rankings.
14) In the optimization process Improves your website speed
Speed provides better user experience and promotes customer satisfaction.
15) Helps you gain market share
SEO ensures you remain on top of the search list and be found by users. These users may
turn into potential customers. When this happens, you gain market share.
All your online marketing strategies will contribute to the success of your SEO efforts.
SEO helps in acing the business competition.