What is SEO? How it Works and Why is it so Important?
Most of the website owners have already realized the importance of SEO (Search Engine Optimization). Search engines, like Google, became the first place everybody thinks of when it comes to searching for information. It doesn’t matter if your website is selling clothes or booking vacations – you want to be where your clients look for!
When you have a website, which is not SEO optimized the search engines cannot understand its main topic. This is because the site is not structured by their standards and it will never come up for the desired keywords, even if you are constantly publishing useful information on it.
SEO is the service that can make your website appear on relevant search phrases or keywords in the search engines. This way you can reach more customers and generate profit.
How SEO Works?
Let’s get to the main topic of this post – what is SEO and how it works? SEO is an abbreviation of Search Engine Optimization or to put it simply it will improve your Google and other search engine ranking for the desired keywords. But as everything else in this world search engines keep evolving and now with the help of the AI, they start to recognize the meaning of every search.
The optimization process is not a one-time thing. The real difference comes when the good SEO practices are followed for a long period of time and form a unique combination that will rank your website to its well-deserved place.
Mainly SEO ranking factors are divided in two types – On-Page SEO and Off-Page SEO.
On-Page SEO Optimization
The on-page ranking factors include the optimization of the structure and the content of your website. This includes:
- The content on your pages
- Internal links structure
- Meta tags
- URLs and permalinks structure
- Whole website architecture
- Website sitemap
- And many others
Much of these elements are permanent and are made only once. But there are others, like the website content or internal linking that always need improvements. The keyword here is “Relevancy”! Let’s say you are looking for customers for your ecommerce website for flowers you will surely not impress anyone from your potential customers if you add blog posts about cars, right? Something more on the subject – Google can actually penalize your website because it has irrelevant pages published on it.
That is why you will need to have a great blog, where regularly post articles about growing flowers or interesting posts about different kinds of flowers, etc. Everything that might be helpful for your customers.
Off-Page SEO Optimization
The off-page optimization are any processes which are not part of your website that drive traffic to it. This is mostly done by the so-called “link-building”, where you build external backlinks to your website. And since you build those backlinks not just for traffic but for authority it is important that the backlinks come from other, relevant to your niche websites.
You can build links by guest blogging on blogs, that include your niche category, or a close category, you can use social networks, forums, catalogues, news websites or article directories. Just remember the advice from the on-page SEO – those backlinks need to be relevant. For example, you cannot link your flower business from a hardware blog. But you can from website that organizes weddings. You just need to have a great content that is relevant in both niches, like “What flowers do you need for a wedding?” or something like that.
Another thing which is very important is that the content on your website and the content on the websites that link back to your website is unique. You can use the same article only one time. This is really important, because of Google’s panda algorithm, which is now part of Google’s core algorithm. This algorithm basically penalizes duplicate content and sometimes it penalizes the websites that are linked from many duplicate content pages.
There are of-course other off-page methods to drive traffic and boost your website, like TV, radio, newspaper or magazine advertising. All of these will surely create a great reputation for your brand and drive visitors which help decrease your bounce rate and you will eventually receive another boost in Google ranking.
Before you Start Website Search Engine Optimization
If you try to optimize your website on your own it might be a bit difficult at first, but your efforts will be rewarded in no-time, because SEO can be made with very little budget, if you do it yourself. It is always best to start by analyzing the content on your current website. This can be done by you, manually but it will take you a lot of time going page by page and looking at the SEO factors, then comparing it to your top competitors pages.
This can be done easily by using a specialized SEO software, like SEO PowerSuite. Or if you don’t have time or money for SEO software, you can order a Full SEO Website Audit from a SEO specialist, which will list all of your SEO errors and you will be able to fix them by yourself step-by-step.
Of course if you don’t have time for doing SEO on your own, you can always hire a SEO expert, like myself to do it all for you. 🙂
Final Thoughts on Website Rankings Optimization
So, can we already summarize what is SEO optimization? It is website optimization, which is also made for the people. It covers internal and external ranking factors and it is a long-lasting and cost-effective way to drive quality, organic website traffic.