What is SEO?
Search Engine Optimisation is a set of strategies or tactics that are used to increase the amount of visitors a website will be obtaining from a search page.
What does SEO consist of?
There are a lot of factors that go into SEO but we will be looking into the main ones.
1. Quality Of Traffic.
You might be attracting 10s of thousands of visitors daily but if the reason they come to your website is to buy mobile phones and you provide plumbing services, as you might agree, that is not quality traffic. You want and need to attract visitors that will be wanting to learn and/or be interested in services you will be offering. Even if its a fraction of the previously mentioned 10s of thousands, you will get more viewers actually wanting to view your content.
2. Quantity Of Traffic.
Even though, once you do have the right kind of people clicking through to your page from SERPs, the more of them there are, the better for you and your website.
3. Organic Results.
There are different types of traffic that come from a search engine. Organic or Paid. Paid traffic is only there while your paid ads are running and based on the fact that they are paid they are most likely along the top of the SERP. Organic on the other hand is the rest of the traffic that did not have to be paid for. Even though some might argue that paid traffic can be better quality. Organic traffic is recurring and self-sustaining due to its nature and obviously its FREE.
How does SEO even work?
You might be wondering, how does SEO even work? Well most of you have used a search engine before and never given much thought into how the results magically appear on your screen. Well A LOT goes into that result page.
Basically Google or any other search engine has a crawler that goes around and tries to gather as much information as possible about as many websites as possible. That information on its own is unusable and it first needs to go through a complex algorithm that will spit out certain data sets. Based on this, it will be able to rank it against other websites.
There are a very large amount of factors that go into these data sets. The biggest ones are Link Authority Features, Page-Level Link Features, Content Features and Keywords.
Link Authority Features – if you are a beginner at SEO, this might be overlooked as this is very hard to manage. This entails your website to achieve direct links from other websites with similar content. Now there are a lot of different techniques out there on how to achieve this. Basically these are domain wide links to your website.
Page-Level Link Features – now this is very similar to link authority features in which the external links that link into the website get evaluated and ranked. However in this case it is based on the links that link directly to the page in question.
Content Features – this is what the big fuss is currently about. CONTENT. The search engine will evaluate the quality, quantity, relevance etc. of the content and then add points to your rank or in some cases deduct some.
Keywords – this used to be the old king of SEO, where everyone made all efforts to cram in as many keywords as they possible could on their pages. After a lot of black hat SEO tactics, like keyword stuffing, it was downgraded in most search engines and currently is by far not the most important factor of your rank.
In conclusion SEO is a set of strategies and techniques that when implemented increase your search engine rankings. A lot of factors go into the ranking system and even though backlinks are currently all the rage and are the most important factor within a rank of a website, it can all change dramatically very fast, as search engines always evolve and their algorithms change.