What is SEO and how does it help my website gain traffic?

We have a special mission to help you understand the fundamentals of SEO (Search Engine Optimization) and enhance your confidence as you realize how it allows your site to perform much better.

What is SEO?

SEO is a complete process of improving both the quality and quantity of your brand’s website visits and awareness through organic search engine results.

It is essential to understand what people seek online, their answers, the words they use, and the type of content they wish to read and share. 

Comprehending the answers will allow you to correlate to the people searching online the solutions you offer.

If knowing your audience’s intent is crucial for SEO, giving it how search engine crawlers can understand is the other vital aspect. It is essential to study how to do both.

Remember that you need to understand your audience and the way of approaching it. It would be best to differentiate when you talk to B2B while you talk to a B2C audience.

The basics

Search engines are answer tools. They search billions of content items and evaluate many factors to determine which content is most suitable to answer your query.

Search engines do all of this by identifying and indexing all available content on the Internet (web pages, PDFs, images, videos, etc.). This process is known as ‘crawling and indexing.’ Search engines order the inquiries by how well it matches the query in a process we refer to as “ranking.”

Let’s take a look at organic results.

These are the ones earned through effective SEO, not paid media. How can we recognize organic results?

Today, search engine results pages (also called SERPs) present more ads than organic results. Some examples of SERP attributes are featured snippets (or answer boxes), People Also Ask boxes, image carousels, etc. New SERP features continue to emerge, primarily driven by what people are searching online.

It’s important to recall that search engines make money from advertising. Their goal is better to solve searcher’s queries (within SERPs), keep searchers coming back, and keep them much more.

Some SERP features on Google are organic and influenced by SEO. These include featured snippets and related questions like “People Also Ask.”

Please consider that many other search features can’t typically be influenced by SEO even though they are no ads. These attributes often have data acquired from data libraries, like Wikipedia, WebMD, and IMDb.

The importance of SEO

Paid ads, social media, and other publishing platforms can bring traffic to websites. However, the majority of online traffic results from search engines.

Organic search results cover more digital proprieties that appear more credible to savvy searchers and receive way more clicks than paid ads. 

Takeaway: SEO has ~20X more traffic opportunities than Pay Per Click ads on every device, desktop, and mobile.

Search Engine Optimization is the only digital marketing channel that pays dividends over time when set up appropriately. 

If you provide a unique and solid piece of content that deserves to rank for the right keywords, your traffic can bloom over time, whereas ads need continuous funding to generate traffic to your site.

Search engines are always more intelligent, but they always need our help.

All you need for a successful content strategy

Constantly optimization to your site will help result in better information to search engines so that your content can be correctly indexed and displayed within search results.

 

Search engines have similar goals in terms of SEO

Search engines want to help you achieve your goals. 

Google even has an SEO Starter Guide, much like the Beginner’s Guide! They’re also immensely supportive of efforts by the SEO community. 

While webmaster guidelines differ from search engine to search engine, the underlying principles are the same: Don’t attempt to cheat search engines. 

You should provide your visitors with a great online experience. 

We have compiled the basics for the two main Search Engines, Google and Bing, to help you.

Google Guidelines

The basics:

  • Make pages primarily for visitors, not search engines.
  • Do not mislead your visitors.
  • Avoid tricks with intend to improve search engine rankings. Always ask, “Does this help my users? 
  • Think about what makes your website unique, relevant, or engaging.

What to avoid:

  • Automatically generated content.
  • Engaging in link schemes.
  • Pages with few or no original content. 
  • Presenting to search engine crawlers different content than visitors.
  • Hidden text and links.

Bing Guidelines

The basics:

  • Provide explicit, deep, likable, and easy-to-find content
  • Keep page titles exact and relevant.
  • Links are a signal of demand, and Bing rewards links that have been built organically.
  • Social shares are positive signals and can impact how you rank organically in the long run.
  • Page speed is essential, along with a positive, helpful user experience.
  • Use alt properties to describe images so that Bing can better understand the content.

What to avoid:

  • Weak content, pages showing mostly ads or affiliate links, content that redirects visitors away to other sites will have a good ranking.
  • Offensive link tactics that aim to increase the number and the quality of inbound links (buying links, link schemes) can lead to de-indexing.
  • Ensure that clean, compact, keyword-inclusive URL structures are in place. 
  • Make your URLs descriptive, short and avoid non-letter characters.
  • Duplicated content
  • Presenting to search engine crawlers different content than visitors.

Finally, another great tool that you should consider and start using now if you don’t use it already is the Google Search Console. 

This ultimate feature is collecting tools and sources to help website owners, digital marketers, and SEO experts control website performance in the Google search index.

Google Search Console 

holds information on search appearance, search traffic, technical status updates, crawl data, and additional educational resources. But the essential cases why to use its features are:

  1. To follow the progress of content marketing efforts
  2. To trace your website’s SEO performance
  3. To obtain information about your site’s mobile usability
  4. To Integrate with Google Analytics
  5. To enable Site crawling, so Google can find and index your site

Google Search Console is hugely user-friendly and engages a wide variety of users, from small business owners to SEO experts and web admins.

Consider that Search Queries are your one-stop destination for learning how often your site appears in Google search results. You can see how your search traffic changes over time, where it’s coming from, and which queries are most likely to display your site.

This particular tool gives marketers an easy way to evaluate their site’s search performance and improve as needed. By understanding which queries and pages earn the most clicks, you can focus your efforts on what’s already working and cut on what’s not.

Don’t let your marketing people struggle to find helpful insights. Search Console gives you all the necessary data to improve your digital marketing tactics and strategy for better leads and conversions.

If you are about to explore SEO options and feel confused, we are here to help you start with the must-haves and work together to make your website SEO divine.

Contact us!