The Search Engine Optimization (SEO)

 

The Search Engine Optimization (SEO)


What is SEO?

SEO, or search engine optimization, is the process of optimizing websites so that they rank well on search engines through organic (non paid) searches. This is one of the most crucial marketing strategies for any business.


Because Google aims to provide a positive user experience for its searchers, it wants to present the best possible information available. Therefore the focus of SEO efforts should be the process of making sure search engines recognize your content as the leading information on the web for a particular search query.

How does SEO work?

Search engines use robots that crawl webpages across the internet in order to determine what content they contain and, in turn, what the pages are about. These bots scan the code, picking up the written text, images, videos and more that appear on webpages to gather all information possible. Once they’ve gathered enough intel about the type of information available on each page and determined that this content will be useful to their searchers, they add these pages to their index. The index is essentially all possible web results that a search engine stores to provide to a potential searcher.


Search engines assess what the best result is based on what searchers are looking for, as well as what other information already exists online. When someone searches, their algorithm matches the user’s search query to the relevant information in their index, providing searchers with an accurate answer to their query. The platforms then use hundreds of signals to determine the order in which the content will appear for each searcher. These signals are what SEO experts try to master.


It’s important to note that Google does not release specifics about their algorithm or process, so it’s impossible to know exactly what factors impact indexing and rankings. SEO, therefore, isn’t a perfect science and even when it seems that all optimizations have been implemented, it often requires patience and continual tweaking to see results.


How to implement SEO

The first step in implementing SEO best practices is creating an outstanding website. Make sure that your website is easily navigable, provides a great user experience and clearly presents the information you want to convey. This ensures that you’re on the right track to providing an excellent answer to searchers’ queries.


However, SEO is much more than just a great website. Here are some practical steps you can take to get started with SEO:


  1. Make an SEO plan

  2. Do keyword research

  3. Optimize page speed

  4. Write your title tags and meta descriptions

  5. Implement alt text

  6. Create internal links

  7. Work on external links

  8. Check that your site is mobile friendly

  9. Analyze results


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