SEO is the abbreviation for "Search Engine Optimization". This is a way to improve the quality and quantity of website traffic and brand awareness through unpaid search engine results (also known as "organic"). It's about the search engine itself. It's about understanding what people are looking for online, the answers they are looking for, the words they use, and the type of content they want to consume. Knowing the answers to these questions will allow you to connect with people who are searching online for the solutions you provide. If knowing that audience intent is one aspect of SEO tokens, providing it in a way that search engine crawlers can find and understand is another. In this guide, look forward to learning how to do both.
Search engine basics
The search engine is an answering machine. They search billions of articles and evaluate thousands of factors to determine which one is most likely to answer your query.
Search engines like Google, Yahoo, and Bing discover and rank all the content available on the internet (web pages, PDF files, images, videos, (etc.)) and then rank them according to how well the query matches the query in a process called "ranking".
Which search engine results are "organic"?
As we said before, organic search results are obtained through effective SEO, not paid (that is, without advertising). These ads were easy to spot in the past: the ads were clearly marked as such ads and the rest of the results generally took the form of the "10 blue links" listed below them. But with changes in search methods, how do we discover natural search results today?
Today's search engine results pages (often called "SERP") are packed with more ads and a more dynamic organic search result format (known as "SERP features") than we've ever seen before. Some examples of SERP functions include selected summaries (or answer boxes), people also ask boxes, image carousels, etc. With the driving force that people seek, new SERP features keep emerging. For example, if you search for "Denver weather," you will see the Denver weather forecast directly in the SERP, rather than a link to a site that may have that weather forecast. And if you search for "Denver Pizza" you will see a "local package" result for Denver pizzerias. Convenient, right?
It is important to remember that search engines make money through advertising. Their goal is to better resolve the search engine query (within the SERP), maintain the search engine's return rate, and make them stay in the SERP for longer. Some SERP features on Google are organic and can be affected by SEO. This includes a selection of summaries (organic promotional results that display responses in boxes) and related questions (also known as "people to ask" boxes). It is worth noting that there are many other search features, even if they are not paid advertising, they are generally not affected by SEO. These functions typically have data obtained from proprietary data sources such as Wikipedia, WebMD, and IMDb.
Why SEO is So important?
Although paid advertising, social media, and other online platforms can drive website traffic, the majority of online traffic comes from search engines.
Organic search results cover more digital real estate, are more credible to savvy search engines, and get more clicks than paid ads. For example, in all US searches, only about 2.8% of people click on paid ads.
Bottom line: SEO has 20 times more access opportunities on mobile and desktop than PPC (pay per Click).
SEO is also one of the only online marketing channels. If set up correctly, SEO will continue to pay dividends over time. If you provide reliable content to rank for the right keywords, your traffic will increase over time but your ads require ongoing funding to drive traffic to your website.
Although search engines are getting smarter, they still need our help. Your website will help provide better information to search engines so that your content can be indexed and displayed correctly in search results.