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SEO Basics.

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The Basics of SEO


Search engine optimization is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. Google defines it as “optimizing (or improving) the content and technical on-page elements of a site to achieve a higher ranking in search engines for particular keywords.”

SEO is how you get your website to rank high in the natural or organic search results when someone uses or another popular search engine. It involves the use of both off-site and on-site optimization techniques that when combined correctly help your website rank higher in search engines results pages.

It is a mix of art and science, hence the need for proper training to succeed with it. The most commonly used search engine for SEO purposes is Google, but there are many other search engines out there including Bing and Yahoo!

More broadly, search engine optimization (SEO) refers to the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.

The first part of this process is concerned with modifying web pages to both increase their relevance and importance to specific keyword searches, thus boosting rankings in the search engine results page (SERP). The second part involves taking action that will help a site’s SERPs rank higher than those of competing sites.

To achieve top rankings on Google or any other SERP’s you need to focus on optimizing your site and creating compelling content. There is a lot of confusion regarding many aspects of SEO. The more you learn about it, the clearer this will become.

One of the simplest and most important thing you can do is setup an SSL Certificate for your website if you aren’t already setup on HTTPS.

Here are some of the misconceptions.

SEO is easy and one can do it on their own:

The most common misconception about Search Engine Optimization is that it is not a difficult process and anyone can do it without the need for professional help or outside assistance. This belief causes many to spend unnecessarily on consulting services, assuming they are getting superior advice when in reality they are giving away their hard-earned money to an unqualified person.

Links have no importance anymore:

Google has changed the way it handles links to help combat blackhat SEO tactics such as article spinning and content farms. The company is now focusing on the overall trustworthiness of websites by keeping track of how often those websites update their content, as well as the quality of the content being updated.

If I have a back-link from another site, I will get instant traffic:

Not true! At best, Google may show your website to 1% of people who visit the site that has linked back to you…but do not rely on it; to truly benefit from the power of links, they need to be relevant and high-quality ones.

Duplicate content doesn’t affect SEO rankings:

Wrong again! Duplicate content does affect SEO rankings negatively as duplicate content serves no purpose for users and search engines penalize such websites accordingly. In most cases, duplicate content is created when different sites have copied each other’s material verbatim without giving the author credit or linking to the source of the article.

Only bloggers need SEO:

Again this is wrong! Every website needs SEO for it to compete effectively with others in its field. For example, if you have an e-commerce store online that sells the latest electronic gadgets, you will still need Search Engine Optimization as using social networking tools and building your blog can help improve your visibility among potential customers while also attracting third party endorsement from people familiar with your brand or industry especially if they are professional bloggers and media sites.

So, if you want to optimize your site effectively, it is important to get professional help from a reputable company that understands the importance of social networking. If done properly, Google will find your site through these networks and give you better SERP rankings for your efforts.

SEO 101 can be a tricky topic because SEO is a complex discipline that didn’t exist 25 years ago.

That said, I think we can break SEO down into 4 primary areas of action for your business:

On Page SEO

These are actions you take to change your website. This is the simplest area to work on because, among other reasons, you have complete control over your website

Local SEO

AKA Maps SEO. If you run a business that does targets customers local to your area, then Local Search is going to be incredibly important. It is like the VIP line for businesses in Google’s search results.

Off Page SEO

AKA Link Building. These are actions you take outside of your website. Specifically, building links from authoritative, relevant, and trusted websites to your website.

Engagement SEO

Google is tracking how visitors respond to your brand, content, website, etc. They are tracking this everywhere — on your website, in Google’s search results, on your social profiles, etc. Basically, Google sees high visitor engagement as a sign that that visitor found what he or she was looking for.