3d2266f5df484d1a91a42edc1b411da6 What is SEO and how does it work? Get to know it through this article

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What is SEO and how does it work? Get to know it through this article

 Are you at the begin of your search engine optimization journey? perhaps you’ve

 heard that search engine optimization can help force traffic in your internet site and get you higher rankings, however yo

 aren’t clearly positive how it works or what regions to cognizance on? nicely, you’ve come to the proper vicinity. study on to find out what each digital marketer ought to know about seo.

Defining seo (search engine .

permit’s begin through asking an obvious
 query: what exactly is seo? nicely, search
 engine optimization stands for ‘seo’, which

 is the procedure of having visitors from free, natural, editorial, or herbal search effects in search engines. It ambitions to

 enhance your internet site’s function in search effects pages. take into account, the better the website is indexed, the greater humans will see it.

  •  Good SEO involves  numerous different
  •  conditioning,  similar as  relating
  •  applicable keywords with good hunt
  •  business  eventuality  Creating high-
  •  quality, useful content and optimizing it for
  •  hunt machines and for  druggies  Including
  •  applicable links from high- quality  spots 
  •  Measuring the results 

Differences between paid and organic search

It's important to understand from the outset the differences between organic, natural search, which stands for SEO, and paid search. There are five main differences:


The first difference is that paid search results appear at the top of search engine results pages, while organic results appear below.


Time is another another important distinction between paid and organic search. While results from organic search can take weeks, months, or even years to appear, results from paid search can occasionally be obtained in as little as a few minutes. Therefore, with organic search, you must play the medium- to long-term game.

In terms of payments, paid search traffic

 works on a pay-per-click (PPC) or cost-per-click (CPC) basis, where you pay a fee for every click on your ad. This is in contrast to organic search traffic, which is free but requires a significant investment of resources and time. In paid search, you buy traffic to your website by paying Google to display your ad when a user searches for your specific keyword.

When it comes to return on investment (ROI),

 measuring ROI is easier in paid search due to the availability of keyword data provided by
 Google which is easily captured by Google

 Analytics. However, it is not uncommon for ROI to become stagnant or decline with paid

 search over time. On the other hand, ROI in organic search can be more difficult to measure, but it often increases over time and may result in a high ROI in the long run.

In terms of traffic distribution, it is estimated

 that approximately 20-30% of searchers click on paid search results, while 70-80% of searchers click on organic search results. Thus, the majority of clicks are generated by organic search.

While there are differences between paid

 search and organic search, it is important to note that there are also similarities between the two:

Keyword research: Both paid search and

  •  organic search rely on search engines, and the

  •  process of conducting keyword research is the 

  • same for both. Landing pages: Both paid and

  •  organic search require the creation of landing

  •  pages. For organic search, the landing page

  •  should be connected to your website, while for

  •  paid search, it can either be the same as your

  •  organic landing page or a separate, standalone

  •  page. Traffic: The objective of both paid and

  •  organic search is to generate traffic, and a key 

  • factor in both is that the traffic encompasses

  •  user intent - the user is actively seeking

  •  information or asking a question and is more

  •  likely to take action once they find what they
  •  are looking for.

The Three Key Components of SEO

As a digital marketer, having the ability to increase

visibility for your brand, website, or company is essential, and staying up-to-date with the latest SEO trends will keep you ahead in the game. Although SEO is constantly evolving, its fundamental principles

remain unchanged. These principles can be divided into three core components, or pillars, that are crucial for you to understand and regularly implement:

  • Technical Optimization: Technical Optimization

involves completing tasks on your website that improve SEO but are not related to content. These actions typically occur in the background.

On-Page Optimization: On-Page Optimization

focuses on ensuring that the content on your website is relevant and provides a positive user experience. This includes incorporating appropriate keywords into your content and can be achieved

through the use of content management systems such as WordPress, Wix, Drupal, Joomla, Magento, Shopify, and Expression Engine.

Off-Page Optimization: Off-Page Optimization involves enhancing your website's search engine rankings through actions outside of the site. This is largely achieved through the acquisition of

backlinks, which help to establish the website's reputation.

How Search Engines Function

Search engines are used by people when they want

to find information on the internet by entering a

query. The algorithms used by search engines are

computer programs that aim to provide searchers with the most relevant answers to their queries. To determine which web pages to rank for a specific

keyword, search engines use algorithms that scour the internet and analyze various clues. The functioning of search engines can be broken down into three stages: crawling, indexing, and ranking.

Crawling refers to the discovery process, indexing is the filing stage, and ranking is the retrieval stage

Step 1: Web Scraping

  • The initial phase involves web scraping. Search engines dispatch web scrapers to identify new web pages and collect information about them. These web scrapers are often referred to as "spiders" or

  • "robots". Their objective is to locate newly created web pages and continually assess the content on pages they have previously scanned for any

  • modifications or updates. Search engines carry out web scraping by tracking links that they have already uncovered. For example, if your homepage

  • contains a link to your blog post, a search engine that crawls your homepage will then search for another link to follow, potentially leading it to your new blog post

Step 2: Cataloging

  • The second stage involves cataloging. Cataloging is the process by which a search engine determines if it will utilize the content it has obtained through

  • crawling. If a search engine considers a crawled web page to be valuable, it will include it in its catalog. This catalog is used in the final stage of

  • ranking. When a web page or piece of content is
  • cataloged, it is organized and stored in a database for later retrieval. Most web pages with unique and

  • valuable content are cataloged. A web page may not be cataloged if: it contains duplicate content,
  • low-quality or spammy content, it could not be crawled, or the page or domain lacks inbound links.

Step 3: Sorting

  • The third step, and arguably the most crucial, is sorting. Sorting can only occur after the web

  • crawling and cataloging steps have been completed. Once a search engine has crawled and cataloged your site, it can then be sorted. Search

  • engines use over 200 sorting signals to rank and organize content, which can be grouped into three

  • main categories of SEO: technical optimization, on-page optimization, and off-page optimization.

  • Some of the signals that search engines use to sort web pages include: the presence of keywords in the title tag, the loading speed of the web page,

  • and the reputation of the website and web page with regards to the topic being searched.

Arranging and prioritizing results

The main search algorithm utilized by Google is known as Google Hummingbird, which is responsible for determining the order and ranking of search engine results. Google also employs a

machine-learning sub-algorithm named RankBrain. If RankBrain encounters a word or phrase it is not familiar with, it leverages artificial intelligence to comprehend it better by connecting it to similar

search queries. RankBrain enables Google to interpret these queries by translating keywords into recognized topics and concepts, thus providing more accurate search results, even for unusual

queries. Instead of striving to be the top keyword-optimized result, RankBrain favors websites that offer a satisfying user experience and provide the expected result to the user.

Maximizing the Benefits of RankBrain in SEO:

To enhance the user experience and satisfaction on your website, it is important to optimize it for RankBrain, which is a significant ranking factor in Google's algorithm. The three most effective ways to do so are:

Targeting mid-length keywords (consisting of two to three words) for optimization.

Crafting compelling page titles and descriptions to increase click-through rates, i.e., the number of people who click on your website from the Google search results.

Improving the dwell time (the amount of time users spend on the page) and reducing bounce rate (the

percentage of users who leave after only viewing one page) by optimizing the content.

Note: According to Google, the top three ranking factors are: links, content, and RankBrain.

Defining SEO Goals: Defining SEO goals is an

essential aspect of any SEO plan. It is crucial to establish SEO goals and align them with your business objectives as it:

Facilitates buy-in from key stakeholders.

Supports the formation of your SEO strategy.

Ensures that the goals are achieved.

Measuring SEO Progress: Although setting objectives may seem like a tedious task, measuring them is crucial to monitor progress and make meaningful advancements in SEO over time. Some important metrics to consider include:

  • Keywords

  • Traffic

  • Market share

  • Brand recognition

  • Lead generation

  • Reputation

  • E-commerce.

Examples of SEO Objectives: Setting relevant

objectives is a key component of any successful SEO strategy. These three objectives can serve as a reference when creating your own goals:

"Rank 50% of our top 20 keywords on the first page of Google within nine months." This objective places emphasis on keyword ranking improvement.

"Increase our organic website traffic by 20% YoY in

quarter three and 25% YoY in quarter four." This goal focuses on growing organic traffic.

"Expand our SEO market share

Revised Topic: Objectives for Different Business


The objectives for an SEO strategy will differ depending on the nature of the business. For a transactional business with an e-commerce

component, the focus should be on tracking sales and lead conversions. Non-ecommerce commercial sites should concentrate on generating leads. On

the other hand, informational businesses should aim at raising brand recognition and website traffic. Keep in mind that SEO is an ongoing process and

may require adjustments to tactics along the way. However, with a solid SEO foundation and patience, the strategy will ultimately lead to improved customer experience and increased conversions for the business