What Exactly Is SEO (Search Engine Optimization)?
SEO is an abbreviation for “search engine optimization.” In layman’s terms, it refers to the process of improving your website in order to increase its visibility when people search for products or services related to your company on Google, Bing, and other search engines. The higher your pages appear in search results, the more likely you are to attract attention and attract new and existing customers to your business.
What is the process of SEO?
Bots are used by search engines such as Google and Bing to crawl web pages, going from site to site, collecting information about those pages, and indexing them. Consider the index to be a massive library where a librarian can retrieve a book (or a web page) to assist you in finding exactly what you’re looking for at the time.
Following that, algorithms analyze pages in the index, taking hundreds of ranking factors or signals into account, to determine the order in which pages should appear in search results for a given query. In our library analogy, the librarian has read every single book in the library and knows which one will have the answers to your questions.
Unlike paid search ads, you cannot pay search engines to improve your organic search rankings, so SEO experts must put in the effort. This is where we step in.
Our Periodic Table of SEO Factors categorizes the factors and weights them based on their overall importance to SEO. Content quality and keyword research, for example, are important factors in content optimization, and crawlability and speed are important sites architecture factors.
The newly updated SEO Periodic Table also includes a list of Toxins that are detrimental to SEO best practices. These are shortcuts or tricks that may have been sufficient to ensure a high ranking when the engines’ methods were much less sophisticated. And they might even work for a little while longer — at least until you get caught.
We’ve also added a new Niches section that delves into the SEO success factors for three key niches: local SEO, news/publishing SEO, and eCommerce SEO. While our overall SEO Periodic Table will guide you through the best practices, understanding the nuances of SEO for each of these Niches will help you succeed in search results for your small business, recipe blog, and/or online store.
However, search results have evolved in recent years to provide users with more direct answers and information that is more likely to keep users on the results page rather than driving them to other websites.
Also, features in the search results such as rich results and Knowledge Panels can increase visibility and provide users with more information about your company directly in the results.
To summarise, SEO is the foundation of a comprehensive marketing ecosystem. When you understand what your website visitors want, you can apply that knowledge to your campaigns (paid and organic), website, social media properties, and more.