What Is SEO?

What Is SEO? What should I know about it?

Search engine optimization (SEO) is a practice done to increase the number of quality visitors coming to your website by boosting the rankings in algorithmic search engine results. According to research, websites that are ranked on the first page of Google usually receive close to 95% of clicks coming from internet users. Additionally, results which appear higher up the page tend to earn a higher click-through rate as consequently more traffic. The algorithmic, also known as organic, free, or natural search results are the ones which appear right below the pay-per-click adverts that are usually at the top of the Google page. There are also several other listings which could appear on Google search results, like videos, map listings, knowledge graphs, and more. Search engine optimization could also include improving your visibility in these result sets.

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How Does Search Engine Optimization (SEO) Work?

The major search engines, Google, Bing, and Yahoo usually score their search results mainly upon the authority and relevancy of the pages they have crawled and included in their web index, to any users query for the most relevant answer. Google uses more than 200 indicators in scoring its search results, and search engine optimization incorporates creative and technical activities that aid in improving and influencing some of the indicators. It is most advisable not to pay too much attention to the individual ranking signals but instead look at the bigger goal of Google, which is to give its users the best answers.

Search engine optimization, therefore, involves ensuring that your website is accessible, offers a good user experience, is technically sound, and uses words that people are typing into search engines, with high-quality and relevant, expert content that provides answers to the users’ queries.

Google usually uses a hyperlink based algorithm that is referred to as PageRank to calculate the authority and popularity of a webpage, and although Google is a bit too sophisticated, this is a crucial signal in ranking. Search engine optimization can, therefore, include activities to aid in boosting the number as well as the quality of all inbound links to a site, from other similar sites. This is often referred to as link building, but it is essentially marketing a brand with more emphasis online via digital PR or content for instance. Reputable and relevant websites linking to a specific website is an excellent indicator to Google that it could be of interest to users and could be trusted to appear in search results for any relevant queries.

How To Do SEO

SEO involves both technical and creative activities which are primarily grouped into Offsite SEO and Onsite SEO. Although the terminology is quite old, it is critical to understand since it usually splits the practices which could be performed away from a website and on a website. In most cases, these activities need expertise, often from many people, since the skill sets needed to execute them at an advanced level are a bit different but could be easily learned. The other option available is to hire an Aiir Digital SEO Los Angeles Agency to help in some specific areas as needed.

Onsite Search Engine Optimization

Onsite SEO implies the activities done on a website in order to boost organic visibility. This mainly entails optimizing a website as well as its content to improve its relevancy, accessibility as well as experience for users. Some of the most common onsite SEO activities include:

1. Keyword Research

This activity usually involves analyzing the types of words as well as their frequency of use by potential customers to find products or brand services. Keyword research is geared towards comprehending their intent as well as the users’ expectations from the search.

2. Technical Auditing

This onsite SEO activity is aimed at ensuring a website can be indexed and crawled, is properly geo-targeted, and is free from user experience barriers or errors. In most cases, this activity will require you to hire an Aiir Digital SEO Los Angeles due to the technicalities involved.

3. Onsite Optimization

This activity usually focuses on improving a website’s structure, its on-page alignment, content relevancy, and internal navigation to aid in prioritizing crucial areas as well as target the relevant search phrases.

4. User Experience

This onsite SEO activity helps to ensure that content shows expertise, trust, and authority, is simple to use, and ultimately offers the best experience to users compared to other competing websites.

Offsite SEO

Offsite SEO entails the activities that are done outside a website to increase organic visibility. This is mostly known as link building, and it aims at increasing the number of reputable links coming from other sites since the major search engines use them as a vote of trust when scoring.

Links from other sites and pages with greater trust, relevancy, and popularity will provide more value to another site compared to a poor and unknown website that has no confidence from a search engine. Most importantly, you should focus on the quality of the signal.

Some of the obvious offsite activities include:

1. Content marketing

Some of the most reputable websites have been found to link back to exceptional content. Therefore, creating excellent content aids in attracting links. This could include a story, a how-to guide, an infographic or visualization with compelling information.

2. Digital PR

PR gives reasons for other sites to talk as well as a link back to a site. This could include writing for external publications, internal newsflow, expert interviews, original studies or research, product placements, quotes, and a lot more.

3. Promotion and Outreach

This usually entails communicating with key influencers, bloggers, webmasters, or journalists about a specific resource, brand, PR, or content to earn great coverage and eventually earn links to a website.

There are obviously many reasons why one site could link to the other and not every reason fits in the categories mentioned above. The rule to follow when determining the value of a link is looking at the quality of its referral traffic. If the site will not send visitors or the audience is irrelevant and unrelated, then it is probably not a link worth the pursuit.

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