Search Engine Optimization

What is SEO?

MOZ States that SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results.

Despite the acronym, SEO is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

If knowing your audience’s intent is one side of the SEO coin, delivering it in a way search engine crawlers can find and understand is the other. In this guide, expect to learn how to do both.

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Search engine basics

Search engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query.

Search engines do all of this by discovering and cataloguing all available content on the Internet (web pages, PDFs, images, videos, etc.) via a process known as “crawling and indexing,” and then ordering it by how well it matches the query in a process we refer to as “ranking.”

What is organic SEO

Which search results are “organic”?

In the same article MOZ stated that organic search results are the ones that are earned through effective SEO, not paid for (i.e. not advertising). These used to be easy to spot – the ads were clearly labelled as such and the remaining results typically took the form of “10 blue links” listed below them. But with the way search has changed, how can we spot organic results today?

Today, search engine results pages — often referred to as “SERPs” — are filled with both more advertising and more dynamic organic results formats (called “SERP features”) than we’ve ever seen before. Some examples of SERP features are featured snippets (or answer boxes), People Also Ask boxes, image carousels, etc. New SERP features continue to emerge, driven largely by what people are seeking.

For example, if you search for “Denver weather,” you’ll see a weather forecast for the city of Denver directly in the SERP instead of a link to a site that might have that forecast. And, if you search for “pizza Denver,” you’ll see a “local pack” result made up of Denver pizza places. Convenient, right?

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

Some SERP features on Google are organic and can be influenced by SEO. These include featured snippets (a promoted organic result that displays an answer inside a box) and related questions (a.k.a. “People Also Ask” boxes).

It’s worth noting that there are many other search features that, even though they aren’t paid to advertise, can’t typically be influenced by SEO. These features often have data acquired from proprietary data sources, such as Wikipedia, WebMD, and IMDb.

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Why Is Search Engine
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Important For Your Business?

Paid advertising, social media ads and other online platforms can generate traffic to a website or websites, the majority of your traffic is driven by search engines such as Google and Bing.

Organic search cover more traffic than paid advertisements. For Example Moz said, of all US searches, only ~2.8% of people click on paid advertisements.

In a nutshell: SEO has ~20X more traffic opportunity than PPC on both mobile and desktop.

SEO is also one of the only online marketing channels that, when set up correctly, can continue to give results over time. If you create solid content that deserves to rank for the right keywords, your traffic can increase over time, whereas paid advertising needs continuous increasing funding to send traffic to your site.

Even though search engines are getting smarter, but they still need our help.

Optimizing your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results.

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Search engines, like Google, use links to crawl the web, discover new pages, calculate the popularity of those pages, and also determine the relevancy of results to a searcher's query.

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To identify which keywords your site could rank for right now and find high-impact suggestions.

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Providing in-depth reports about the traffic towards your website.

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Tracking the ranking of your website in search results using keywords.

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Improving and creating SEO content for your online platforms.

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Backlinks are especially valuable for SEO because they represent a ``vote of confidence`` from one site to another.

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Horley, Reigate Surrey VA Digital Marketing & Web Design seo