What is SEO?

intro to seo what is it

The art and science of organically increasing the prominence of a website within relevant search engine results where its target audience is searching.

On SERPs( Search engine Results Pages), paid ads generally take up the first few positions. Knowledge graphs and social media mentions are also beginning to crowd out the digital real estate that is above the fold. Organic listings, results on search engine pages that were not purchased, generate a lot of traffic but not require better strategy.

What is the responsibility of an SEO?

intro to seo responsibility

Professional SEOs have quickly become a crucial team member for any digitally minded brand.

We are performance specialists who improve visibility of a website in natural search results.

The challenge to be met: the higher a web pages rank, the more traffic it attracts. It is our responsibility to design strategy which improves web exposure, traffic and revenue.

The SEO objectives:

A. Increased ranking
B. Boosted revenue
C. Magnified exposure (improvement in new qualified traffic)
D. Improved web conversions

The SEO Pros and Cons:

intro to seo pros and cons

The advantages of SEO

Lower cost – Marketers don’t have to pay per click
More traffic – Organic results receive 70% of clicks
Trust – Users are skeptical about organic search results

The disadvantages of SEO

Requires long term strategy – Longer wait time for desired results
There’s no guarantee – Forecasting can be relatively difficult
Full time effort – SEO is an ongoing effort of optimization

How search works

intro to seo search works

Each search engine results page (SERP) contains title arganic results for a search. Each listing will always present a different URL to a different page.

Google perpetually updates the ways its algorithms display informational: answer boxes, knowledge panels and other rich snippets. Maps, news, and image results can often be displayed.

Google’s job is to serve relevant information to users. It wants doesn’t want to ask, it wants to know, based on user search intent what are the best pages to offer.

SERP listing include a titles, URL and meta description. However some results may include features or links intended to improve the search experience. Site links, for example, are additional links shown under the meta description. They are shortcuts for users who are familiar with your site. Rich snippets provide enough information about a search result at a glance. Breadcrumbs allow users to orient themselves to your site.

The SEO professional must study current best practices to drive the performance of websites.

How search engines work

intro to seo search engine works

How do search engines get you to the web pages you are looking at? Granted there are over 1 billion websites on the internet. How do we organize an endless flow of websites, into accurate and simple search results. Search engines like google have made the internet a user friendly search experience. 

Here’s how search engines organize the internet:

  1. Search engines send software, bots and spiders to crawl any published links discovered on the internet. This is why web pages need to be made accessible to search engines. If they can’t find your site, they can’t send traffic.
  2. Web pages are stored in a database. In addition to recording data from all the websites it finds, search engines also file their findings into a neat index.
  3. Users search. A user performs a search on a search engine such as Google. 
  4. The search engines applies a complex ranking algorithm against it index for the respective set of key terms. It ranks and selects the best search intent match from its pool of available pages. 

S.E.O factors that affect a website’s visibility

intro to seo factors

As I like to mention to clients, “no point in being an amazing brand, if no one gets to see all your hard work. It’s my job to make sure as many people as possible interact with your site (your brand).”

In order to deliver my promise as an effective SEO, these are the fundamentals of driving web visibility. Just about everything we do as SEOs can be represented by one of these five pillars:

1. Technical SEO

Marketers must cater to every web page search requirement. This is the starting point of SEO analysis. If search spiders can’t see your site, your site won’t be seen by users.We must make it very easy for search bots to see and navigate the site. 

It’s important to optimize a site’s structure, code and look for search accessibility. Ensure technical optimization so search engines can easily crawl content and understand what’s on the site.

2. International 

Ensure website caters to the varying users in various regions. Catering to target audiences in various regions and speaking different languages.

3. Local 

Catering to hyper-localized searched from users. As mobile search becomes more prevalent, hyper localized search becomes more relevant for users. 

4. On site (Content) 

How users get on and experience your site. Including relevant terms that connect with the unsers wants and needs.

Ensure that all relevant elements of the web page contain the right keywords. Optimize your:

    1. Title tag and URL
    2. Heading tag
    3. Body copy
    4. Internal  links

Be sure to consider search intent. Create pages that reflect the interest of your audience.

5. Social 

Incorporates the increasing influence of social media networks and amplifiers of the brand.  

Search engine use social network data to determine credibility. The more mentions a brand received, the more authority search algorithms attribute.

6. Off site (Backlinking) 

Manages links from external sites. 

Backlinks are established when one website links to another. They represent a vote of confidence from one website to another. They tell the search engines, “hey, you can trust this page to satisfy this search term (anchor text). I vouch for it (pass on link equity). 

7. Reporting

Monitoring all SEO activity, maintaining KPIs, strategy and optimization.