As you would probably know by now, SEO is an irreplaceable component of inbound marketing. Your business should not expect to generate organic traffic if content creation involving different formats such as blogs, ebooks, video marketing is not optimized via SEO. Thus, there is no chance for your business to increase its online presence and visibility among the target audience without SEO. 

Simply put, if your business intends to adopt inbound marketing, regardless of the industry it operates under, an SEO strategy is a must. 

This page aims to explain what is SEO, how it works, and how it can be implemented using numerous techniques.

What is SEO?

SEO stands for Search Engine Optimization. It is mainly the process of improving your website’s features to increase its visibility for relevant searches. It is thus the practice of increasing both quality and quality of traffic to your website via organic search.

Think of SEO as an umbrella term for all the methods and tactics that your business can use to expand the visibility of your website and its content on search engine ranking pages (SERPs). 

Bolstering SEO means that your website will rank high on a search engine in the unpaid section. Thus, your website raises its organic listing.

How does SEO Work?

Search engines use bots to crawl pages on the web, going from site to site to gather information about those pages and putting indexes on them.

Keep in mind that search engines read the web differently from humans. Search engines understand the context of your website content using structured data. Structured data makes use of a standardized format to better organize information to help search engines crawl websites using simple algorithms.

Generally speaking, the algorithms are designed to extract relevant, authoritative pages and provide users with an efficient search experience. 

For instance, for an ecommerce website, Google can use structured data to display special search results that include product names, bulleted lists, and customer reviews.

To sum it up, search engines discover and catalogue all available content on the internet (web pages, pdf documents, video content, images) via the crawling and indexing process, and then determining how well it matches the query, or what is known as “ranking”.

SEO Components

SEO is made up of two core elements:

All search engines continue to make updates and modifications to their algorithms. Consequently, in order to implement a comprehensive, all-encompassing SEO strategy, your business cannot oversimplify the procedure and adopt a one-dimensional approach. 

Your SEO strategy should focus on both on-page and off-page SEO, thus finding out what optimizations can be performed within and outside of your website. 

On-page SEO:

On-page SEO is what you are able to do to your web pages to make them easy for the search engines to find. 

Here are some of the tactics that you can use to optimize web pages:

Off-page SEO:

Off-page SEO refers to the SERP factors that occur off your websites. Backlinks, or external links, is one the most important factors related to off-page SEO. It is also referred to as link building. It is when another website inserts links to your website. 

Here are some of the off-site methods you can implement to increase your website’s exposure organically:

On-page and off-page SEO techniques go hand-in-hand. They are combined together to improve search engine rankings. Simply put, adopting a carefully crafted, well-rounded SEO strategy that connects them both constitutes the best chance for your business’ website to rank within the first pages of Google, Bing or Yahoo.