What Is SEO?
A Comprehensive Guide to Search Engine Optimisation And How Search Engines Work
We use search engines every day, whether we’re looking for information, products, or services.
They’ve become essential tools in our lives, and for businesses, they are an integral part of any marketing strategy. But how do you ensure your website is the one that appears at the top of the search results?
That’s where search engine optimisation (SEO) comes in. But what is SEO? This article aims to provide a comprehensive understanding of SEO, from its basic principles to its more complex strategies, so that you can improve your site’s visibility and reach.
What Does SEO Stand For?
Let’s start with the basics. SEO stands for Search Engine Optimization. To break it down:
Search: This refers to the act of looking for something online, whether it’s an answer, a product, or a service.
Search engine: This is the platform used to conduct a search, such as Google, Bing, or even YouTube.
Optimization: This is the process of making something as effective as possible.
Therefore, SEO can be defined as:
Formally: A set of technical and content practices aimed at aligning a website page with a search engine’s ranking algorithm so it can be easily found, crawled, indexed, and surfaced in the SERP for relevant queries.
Simply: Improving a website’s structure and content so its pages can be discovered by people searching for what you have to offer, through search engines.
Most Simply: What you do to rank higher on Google and get more traffic to your site.
In short, SEO helps search engines understand your website’s content and connect it with users by providing relevant and valuable results.
Why is SEO Important?
SEO is a critical part of digital marketing. It’s important because it helps improve your site’s visibility and drives traffic. It also places your directly in front of your audience. Some of the key benefits of SEO include:
Increased website traffic: When your site is optimised for search engines, it naturally gets more traffic.
More qualified traffic: SEO helps target keywords, which are the terms your ideal customers or visitors are searching for, meaning you’ll attract more relevant traffic.
Improved online visibility and brand awareness: The better visibility your pages have in search results, the more likely you are to be found and visited.
Enhanced brand reputation: Ranking higher on search engines builds credibility and trust with your audience.
Higher return on investment (ROI): Organic search is considered to be the highest ROI channel for 49% of marketers. SEO improves the fruits of your marketing campaigns by improving your site’s performance.
Overall, SEO is important because it helps businesses appear in search results, and because the act of searching has become second nature for internet users worldwide, and the primary way to access information on the web. SEO drives real business results for brands, businesses and organisations of all sizes. Remember, SEO is an ongoing process not a one-time task.
How Do Search Engines Work?
To understand how SEO works, it’s essential to understand how search engines operate. They use a combination of processes to discover, analyze, and rank content:
Crawling: Search engines use programs called crawlers, bots or spiders to explore the web. They follow links and use sitemaps to discover new content.
Indexing: Once a crawler discovers a page, the search engine analyzes its content and metadata. It then determines if it is eligible for indexing and, if so, the page is added to the search engine’s database. Not every page will be indexed.
Rendering: Search engines use the HTML, CSS and JavaScript information to generate how the page will look.
Ranking: Search engines then use complex algorithms to determine which pages are most relevant to a user’s search query. They consider various factors to rank pages based on quality and relevance.
Search engines aim to provide the best and most relevant results, so they continuously update their processes and algorithms. SEO is not a perfect science and requires continuous testing and adaptation.
SEO vs. SEM and PPC
It’s important to differentiate SEO from other search marketing terms like SEM and PPC.
Think of SEM as a coin. SEO is one side of that coin, and PPC is on the flip side. It’s crucial to note that while organic search results are not directly paid for, SEO as a service takes time and investment.
SEO (Search Engine Optimization) focuses on driving organic results, meaning traffic that you don’t have to pay the search engine for.
SEM (Search Engine Marketing) is an umbrella term for all search marketing efforts, including both organic (SEO) and paid (PPC) search results.
PPC (Pay-Per-Click) involves driving traffic through paid search results, where advertisers pay when their ad is clicked.
The Different Types of SEO
SEO can be categorised into three main types:
On-page SEO:
This is about optimising the content and structure of a page. This includes:
Using keywords effectively in your content, including in the title tag, meta description, H1 tag, subheadings, alt text, and URL slug. However, avoid keyword stuffing.
Creating high-quality, original content that matches user intent.
Ensuring the content is well-written and easy to read.
Using descriptive URLs.
Off-page SEO:
These are the actions you take outside of your website to improve its search visibility. This includes:
Link building, which is the process of getting other high-quality websites to link to your website.
Building your brand reputation and authority.
Social media marketing.
Public Relations.
Technical SEO:
This focuses on improving your site’s overall performance on search engines. Some aspects of technical SEO include:
Making sure your site can be crawled and indexed by search engines.
Site speed and mobile-friendliness.
Site security (HTTPS).
URL structure and site architecture.
Using structured data (schema)
Ensuring that the website meets Google’s Core Web Vitals.
In addition to these core types of SEO, there are several specialisations:
Local SEO: Improving visibility in location-based search results.
Image SEO: Optimizing images for search engines using alt text and relevant file names.
Video SEO: Optimizing videos for search engines.
Ecommerce SEO: Optimizing product and category pages for online stores.
Enterprise SEO: SEO on a massive scale for large websites and organizations.
International SEO: Optimizing websites for international businesses, for multi-regional, multilingual websites, or international search.
News SEO: Making sure news content is indexed quickly and appears in Google News and similar places.
Key Ranking Factors
Search engines use various ranking factors to determine which pages to display for each search query. The fabled “200 ranking factors” gives an idea as to how many are truly taken into account. Here are some of the key factors (but not limited to) that influence how your site performs:
E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness
Google uses the concept of E-E-A-T to evaluate the quality of content. These factors are not direct ranking factors but they are principles that Google instructs its quality raters to evaluate when measuring search engine results quality:
Experience: Content should be based on the author’s first-hand experience. If someone writes a review, did they visit the place themselves? If an influencer recommends a product, did they actually use it?
Expertise: Content should be created by someone who has become skilled in the subject they are covering. Does the author have credentials or practical experience?
Authoritativeness: The author or source should be recognized as an authority in the field. Do authoritative sites and people link to and cite the content in question?
Trustworthiness: Content should be factual, accurate, and secure. Does the site have a good user experience, and are policies accessible and appropriate? Google considers trustworthiness the most important of all the E-E-A-T factors.
What are SEO Best Practices?
To implement effective SEO, consider these best practices as strong starting points to gaining better rankings and your overall online presence:
Keyword Research
Use keyword research tools to find relevant search terms that your target audience uses. This will help you understand what they want.
Create high-quality,
original content
Make sure your content is in-depth, accurate and provides a good user experience. Content should be well-written, helpful and free of spelling and grammatical mistakes.
Optimise Title Tags
Make sure that your title tags are unique to the page, clear, concise and accurately describe the contents of the page.
Optimise Meta Descriptions
Meta descriptions should also be short, unique to one particular page, and include the most relevant points of the page.
Use relevant internal and external links
Use descriptive anchor text, and connect users to valuable information and other relevant resources.
Optimise images
Use descriptive alt text, compress images to reduce their file size and make sure they have relevant file names.
Build quality backlinks
Reach out to other relevant websites and publications, guest post on blogs, and produce original content that will attract links.
Engage with the community
Share content on social media, interact with your audience and build your brand reputation.
Be mobile
Ensure the site is mobile-friendly and fully responsive.
Maintain and refresh content
Keep content up to date and remove irrelevant or outdated pages.
Site Speed
Improve site speed and overall user experience.
Structured Data
Use structured data to help search engines understand and categorize information.
Things NOT to Focus On
Some outdated SEO practices are no longer effective and should be avoided:
Meta keywords: Google does not use the keywords meta tag.
Keyword stuffing: Excessively repeating keywords is against Google’s spam policies.
Keywords in domain names: While this might appear in breadcrumbs, it has hardly any effect on rankings.
Minimum or maximum content length: The length of content alone “doesn’t always” matter for ranking purposes. However quality, informative content should always be your target.
Subdomains versus subdirectories: Do what makes sense for your business from a practical point of view.
PageRank: While links are important, there are many ranking signals beyond PageRank.
Duplicate content “penalty”: Having some content accessible under multiple URLs is inefficient but will not cause a manual action.
Monitoring Your SEO Progress
Monitoring your website’s performance is crucial for SEO success. Without reviewing your progress, you will have no idea what impact your work as done, what needs to be adjusted and where you saw success.
Use tools like Google Search Console and Google Analytics to monitor your website’s traffic and identify issues.
Monitor keyword rankings, organic traffic, and other SEO metrics.
Track user engagement and bounce rate.
Regularly audit your website for technical issues and areas for improvement.
Free SEO Tools To Monitor Your Progress
There are many free tools available to help you monitor your SEO progress and carry out tasks like keyword research:
Google Search Console: This tool helps you monitor and optimise your website’s performance in Google Search. Every site should have one of these profiles set up. It provides highly valuable information about how your site is performing and any errors you should be fixing – it’s straight from Google themselves, so you know it’s essential.
Google Analytics: This tool helps you analyse website traffic, and engagement. Again, every site should have this set up. Without it you will have no insights into your incoming traffic and who your audience are.
Keyword research tools: Many free keyword research tools are available that can help you find appropriate keywords. SEMRUSH Ahrefs & Google Keyword Planner are good places to start.
SEO is a vital component of digital marketing and an ongoing process. It’s about making your website more useful and accessible to both search engines and users. By understanding the fundamentals of how search engines work, you can use a holistic approach to improve your online visibility, attract more relevant traffic, and achieve higher conversions. Remember that SEO is not a one-time fix but a continuous effort requiring adaptation and commitment. By implementing the strategies and best practices discussed in this article, you can start improving your site’s SEO and your overall online presence.
Now you understand the basics about how seo works, it’s time to start your seo journey: