SEO is an acronym for search engine optimization, and it refers to a collection of strategies aimed at enhancing the appearance and positioning of web pages in organic search results. Because organic search is the primary method by which people discover and access online material, an effective SEO strategy is critical for increasing the quality and amount of visitors to your website.
Why is SEO critical?
To illustrate the importance of SEO, let us divide our definition into three components:
- Organic search results are the natural-language listings on a search engine results page (SERP) that the search engine determines are most relevant to the user’s query. Advertisements (in this context, PPC or pay-per-click advertisements) account for a sizable component of many SERPs. Organic search results differ from these advertisements in that they are ranked organically by the search engine’s algorithms rather than by advertiser bids. You cannot purchase a higher ranking for your page in organic search results.
- Organic traffic quality refers to how relevant the user and their search query are to the information on your website. You can attract all the visits you want, but if they’re coming to your site because Google believes you’re a resource for Apple computers when you’re actually a farmer selling apples, those visitors are likely to depart without converting. Only visitors who are really interested in the products, information, or other resources your site offers qualify as high-quality traffic. Superior SEO takes advantage of the search engine’s efforts to match a user’s search intent with the web pages listed in the SERP.
- Organic traffic volume: the amount of users who arrive at your site through organic search results. Users are far more likely to click on search results that appear towards the top of the SERP, which is why it is critical to employ your SEO strategy to rank as many relevant sites as possible. The more high-quality visitors you bring to your site, the more probable it is that worthwhile conversions will increase.
If you are an agency or in-house SEO looking for resources to educate customers or corporate stakeholders about SEO digital marketing, we recommend downloading, personalizing, and sharing this presentation on the fundamentals and value of SEO.
How does search engine optimization work?
Crawlers, often known as bots or spiders, are used by search engines such as Google and Bing to collect data about all the content they can locate on the internet. The crawler begins at a known web page and follows internal links to additional pages on that site as well as external links to other sites’ pages. The content on those pages, combined with the context of the links it followed, assists the crawler in determining what each page is about and how it is semantically connected to all of the other pages in the search engine’s enormous database, referred to as an index.
When a user writes or voices a query into the search box, the search engine employs sophisticated algorithms to determine the most accurate and helpful list of results for that query. These organic results may include web pages with text, news stories, photographs, videos, local company listings, and other sorts of content that are more niche in nature.