What is Search Engine Optimization (SEO)?
Search Engine Optimization (SEO) is how to best design your website so that when users enter keywords representing your site’s purpose, you show up naturally among the first few search results (also known as “organic search”. This differs from “paid search”, where you pay the search provider to place your ad at the top or side of the page.
Who determines SEO factors?
Search providers have an algorithm considering many characteristics of your site to determine where you fall in the search rankings. While Google is king of search traffic, accounting for 60%, Bing is gaining share at 20%, followed by Yahoo with about 13%.
How do I design my site for SEO?
SEO algorithms are continuously being updated and changed. It is important to hire a professional who specializes in SEO and keeps up with the newest trends. However, there are some principles to keep in mind as you design your site.
While there are dozens of factors that enter into the SEO equations, noone knows the precise algorithm (Google’s secret sauce!). A few of the key components of SEO include:
- Relevant, original content
- Site architecture with site maps, non-duplication, proper tagging and titles
- Great, fast loading mobile experience
- Links into and out of the site, including quality, quantity and relevant anchors and text
- Authority, trust and engagement
Tools to better understand and practice optimization
A couple of ways to better understand how to establish and maintain great SEO are by reviewing Search Engine Land’s Periodic Table of SEO Success and assessing your site by investing in a one month subscription to an SEO tracking and research tool such as Moz or SEMRush.
Be patient. Slow and steady.
SEO is not acquired overnight – Google and other search engines look at your history, integrity and expertise in your industry. Those who try to “game it” by “stuffing” links, content or other unethical tactics have found themselves blacklisted by Google.
Learn the principles, continuously focus on them and hire an in-house, freelance or agency expert! Being organically optimized requires constant attention.
Search Engine Optimization (SEO) made easy? There is no such thing!
"Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.