What is SEO?
There are a lot of people with this issue and the reality is that they can not always get a clear answer. My intention with this article is to help you clarify the meaning of SEO .
If you’re reading this article, it’s because at least you’re curious about it! Right?
Nowadays almost anyone interested in knowing more about Digital Marketing wonders: What is SEO really? What will help me strategically in this vast area that is Digital Marketing? Is it worth investing my time in SEO?
The reality is that over the years I have been writing several articles on my blog about SEO but have lacked, so far, writing an article on defining SEO . Let’s do this?
What is the meaning of SEO?
The abbreviation of SEO means S earch E ngine The ptimization , in a literal translation into Portuguese, is equivalent to Search Engine Optimization. But does this alone demonstrate the real meaning of SEO ? I have for myself that it is scarce!
One possible SEO definition, and already more illustrative, could be as follows: SEO is a discipline that involves applying a number of techniques both on-page , off-page , and off-page , of a specific page with the aim to optimize your visibility in the organic results of different search engines.
In 2012, in one of my lectures on Digital Marketing , I built my own definition of SEO :
“SEO is the art of achieving free, qualified traffic that drives conversions.”
This is a definition that from there until now has accompanied me in all my SEO formations .
Summarizing SEO is a set of actions designed to improve the position of a page, or set of pages, of our website in the search results of the search engines for the specific terms used by different types of users in order to increase the visibility of the our brand, traffic on the page, the possibility of monitoring and most important of all: increase conversions!
Note that the better the position of your page for a particular term on the search results page SERP ( S earch And ngine R esults P age ), in theory, more visitors coming from search engines will have what should raise the probability of get more conversions.
When a user searches Google for the term: marketing consultant , the search engine shows, in hierarchical order, the pages that refer to marketing consultants. In this case, the user probably performed the search to find a Marketing Consultant in Portugal.
The words researched, consultant and marketing are those – along with their declinations – that Google will use to find pages indexed in its database, and those that best meet these characteristics will be placed in order according to the parameters specific to your algorithm.
What is SEO then?
I am suspicious because I work, made on November 24, 2017, for 14 years in SEO and it is my great passion within Digital Marketing but for me SEO is one of the most important areas within Digital Marketing because it is based on optimization within and off your page will depend on your results. The website should be at the epicenter of everything we do in terms of Digital Marketing. Based on this, the better optimized the better. Do you agree?
Also, as I mentioned in other articles, there are many people who want to start improving the visibility of their websites or blogs, but they have some difficulty knowing where to start.
The purpose of this article is then to explain what SEO is and also to expose what types of basic techniques there are and what to do to get the most out of them. Come on!
Why is it so important to improve search engine rankings?
Because it’s hard for a user to go to the 2nd page of Google search results or any other search engine to find the information they need.
There is even a very popular expression among SEO professionals, though morbid, which is as follows:
“The best place to hide a corpse is on the second page of Google results!”
This is because most likely the user will click directly on the first results they find opting to stop visiting more pages.
Some important factors when it comes to SEO positioning
Search engines have more than two hundred parameters in account in analyzing and positioning a page, depending on the degree of compliance with the search request entered.
• User experience : Today, this is one of the factors that search engines consider to position or maintain a position, as it is based on the visitors’ experience;
• Relevance of content : it is the relation that the content of a page has relative to a particular search, that is, much more of the direct correspondence between the searched word and the content of the page. There are hundreds of on-page factors related to its quality to position it.
• Site and page authority : This criterion is based primarily on the visibility of a site / page. This is because the more popular the more importance will be given to the content of it.
All of these factors are of particular relevance to the utility, or lack thereof, of the content for users.
Factors that affect the position of a page in search engines can be divided into two large blocks of factors:
Internal optimization factors to consider in SEO
Internal optimization, on-page , refers especially to the internal structure of the pages, including the development of overall quality and its benefits. More commonly referred to as information architecture!
Relevant to on-page optimization are the information structure of the website , the loading time, the perception of the quality of the content, the user’s point of view and, of course, the overall quality of the pages.
In relation to content, it is important to create original texts on each page and not optimize based on keyword density. Today, search engine algorithms perform text scans to detect possible spam . The keyword stuffing effect should be avoided to the maximum!
What is keyword stuffing?
Here is a very illustrative video and I have been using, since 2012, in my SEO courses:
User Behavior Factors
There are several factors that are used to monitor the behavior of users, but for me, two of the most relevant are:
• The CTR that our results have in a search engine;
• PogoSticking .
Inside a page consider also:
The headings of the
pages, optimization and internal linking , title tag and meta description , optimizing the page’s HTML code, URL structure and so on …
External optimization factors to consider in SEO
Now I advance to the main external optimization methods where the quality and number of incoming external links, backlinks , is paramount. Some of the possible techniques:
• Use of external services;
• External publications;
• Use of social networks;
• Creation of blogs;
• News and press releases.
What factors can affect page placement?
Good! So far we have seen together what SEO is – and we even managed to find a definition for its real meaning – and some of the best practices. I will now mention factors that may negatively affect page placement.
Among the most important are:
• Excessive number of unnatural links ;
• Poor usability;
• Pages that take a lot of time to load;
• Incorrect server responses.
• Duplicate content within the website;
• Keyword stuffing ;
• Cloaking ;
• Among others…
As you can see, taking into account the “positive” factors of external and internal optimization is insufficient. Avoiding “negative” factors is also extremely important.
Digital Marketing is constantly expanding and changing and this forces SEO professionals and companies to be vigilant because there is always something new to experience and learn from both positive and negative factors. Never forget this!
Extras: tools to help strategy
As you know, there are now a number of SEO tools. Among them I want to mention some of the free Google tools like:
• Google Keyword Planner
• Google Search Console (Google Webmaster Tools )
• Google Trends .
Is it clearer to you what SEO is? Share your opinion with me on the comments or on the social networks, please!