Search engine optimization (SEO) is the practice of enhancing a website’s visibility in search results and increasing its organic (non-paid) traffic. It covers on-page elements like content, title tags, image alt text, and internal links, as well as off-page signals like backlinks. SEO is also known as search engine marketing.
How do search engines rank pages?
Search engines such as Google crawl web pages, then pull them together based on search terms and other ranking signals to determine the order in which pages appear in search results. You can test how pages are returned by running similar searches on mobile devices and desktops. The most common search parameters are keywords. For example, a search for "mailchimp guides and tutorials" returns pages that contain the word "mailchimp."
Why keywords matter
A central part of SEO is incorporating keywords into content. Keywords are the words users type into search engines to find a specific product or service. Effective keywords are relevant to your business and have high search volumes. You can research them using tools such as Keyword Magic Tool or the Keyword Overview tool, then make changes to your content based on the results.
The role of meta descriptions and alt text
Meta descriptions are short descriptions of a page that appear underneath the title and URL in search results. A meta description can be as long as 160 characters. These meta tags help search engines present content in a useful way. Alt attribute text also matters for SERP display. One caution: too many keywords can make content unreadable.
How much traffic comes from the top results?
The first search result receives 40 to 60% of traffic. Second and third place results get significantly less. The first three organic links receive 30% of total click-throughs, and only 0.78% of users click a link from the second page. Even a small increase in search engine rankings can generate substantial traffic and improve your bottom line.
Local SEO basics
Local marketing is an important part of SEO. A search for a restaurant in Chicago is more relevant to the searcher’s location than a national brand. If you sell a product, make sure you have an operating hours page on Google. A well-designed Google Business Profile will help direct visitors to your website.
Matching user intent
Google’s algorithm looks for content that matches a user’s intent, and favors relevant, high-quality content. The content on your website must be easy for Google to read. The more relevant the content, the more likely a user is to trust it. Every search presents a new opportunity for your brand to improve its visibility, organic traffic, and results on the web.
The SEO workflow
The process typically begins with keyword research, which involves analyzing competitors’ rankings and the search terms used by potential customers. By targeting keywords that are commonly used in searches, you can optimize existing content and create fresh content.
An ongoing effort
Search engine optimization is an ongoing process. You should constantly review and improve your website to remain competitive. One paid option is Google AdWords, Google’s advertising equivalent to Baidu in China, where you pay a small amount each time a user clicks your ad and can send targeted traffic to a specific landing page.
FAQ
What is search engine optimization (SEO)?
SEO is the practice of enhancing a website’s visibility in search results and increasing organic traffic. It involves optimizing content, conducting keyword research, building inbound links, and refining on-page elements such as title tags, image alt text, and internal links.
Why does ranking on the first page of Google matter?
The first search result receives 40 to 60% of traffic, and the first three organic links receive 30% of total click-throughs. Only 0.78% of users click a link from the second page, so even a small increase in rankings can generate substantial traffic.
What is the difference between SEO and paid ads?
SEO focuses on organic visibility through content, keywords, backlinks, and meta tags. Paid options like Google AdWords charge a small amount each time a user clicks your ad to send targeted traffic to a specific landing page.