Understanding search engine optimization: What is SEO?

Web.com Team

Everything you need to know about search engine optimization (SEO)

Imagine yourself typing ‘cute mugs’ on the search bar. The search engine results show you a list of stores that sell cute mugs. What link do you click? To answer, it’s usually the first link. When you’re up high on the search results, your website gets discovered easily by users who are looking for the products or services that you offer.

This is possible with the help of SEO or search engine optimization. Know more about SEO by reading this article.

What is SEO?

SEO or Search Engine Optimization is the process of optimizing your website so that it appears higher in search engine results. It’s like giving your website a boost to make it more visible and easily discoverable by people searching for related topics or products online. It includes several practices such as creating high-quality and relevant content, using the right keywords and internal links, reducing website load time, and optimizing your website content for mobile devices.

Why is SEO important?

Let’s explore the reasons why SEO is important for your website:

  1. Boosting visibility. When you optimize your website for relevant keywords and phrases, search engines like Google notice and display your site higher in search results. This increased visibility means more readers of your content and more potential customers discovering what you offer.
  2. Organic traffic. Organic traffic is the visitors who come to your site naturally, without you having to pay for ads.  These are the people who find your website through search engines like Google, Bing, or Yahoo, by clicking on the non-paid search results. In other words, organic traffic is the result of your website showing up in search engine results due to its relevance and quality of content.
  3. Credibility and trust. When your site appears in the top search results, it’s seen as a reputable source of information. Users trust search engines to deliver relevant and trustworthy results, and the higher you rank, the more your website is seen as an authority in your field.
  4. Better user experience. SEO optimizes your website’s structure and navigation, which ensures users can find what they’re looking for easily. This seamless experience encourages them to explore more pages, spend more time on your site, and possibly become loyal customers.
  5. Long-term results. While paid advertising can bring quick results, they fade as soon as the campaign ends. The efforts you put into SEO continue to yield results over time. By consistently creating high-quality content and optimizing your website, you build a foundation for lasting success.


Now that you have an understanding of SEO, let’s compare it with PPC.

PPC, or pay-per-click, is a digital advertising model used by businesses and advertisers to promote their products or services online. In a PPC campaign, advertisers pay a fee each time a user clicks on one of their ads. These ads can appear on various online platforms, including search engines like Google, social media platforms like Facebook, and other websites.

Now let’s compare the two using these different metrics:

  1. Costs and benefits. SEO is a long-term investment. While it takes time to see significant results, the traffic it brings is more cost-effective over time. On the other hand, PPC offers immediate visibility, but you pay for every click, which can add up quickly.
  2. Search engine rankings and visibility. With SEO, you can earn higher search engine rankings over time through optimization efforts. Your website’s organic visibility grows gradually, which creates a solid online presence. In PPC, your bid, ad quality, and relevance determine your ad’s position. While it offers instant visibility, it disappears once you stop paying.
  3. Building credibility and trust. Users see organic search results as more credible and trustworthy. Being at the top of the organic search results signals to users that your website is authoritative and relevant to their search. They might overlook PPC ads when they know they’re advertisements.

SEO focuses on cultivating your website’s presence over time, leading to organic growth and credibility. PPC provides instant visibility but comes at a cost. The choice between SEO and PPC depends on your goals, budget, and the nature of your business. For a well-rounded strategy, many businesses opt for a combination of both to capture immediate attention while building a solid organic presence.

How do search engines work?

Search engines operate through a series of steps: crawling, indexing, ranking, and displaying results. During crawling, search engines send out automated bots to explore the internet by visiting different websites and collecting information like text, images, and videos. Then, they organize all the collected information into a big database. This process is called indexing.

When a user searches, the search engine’s special formula (an algorithm) decides which websites have the most helpful information related to what they asked. This is called ranking. The search engine then shows them a list of websites in order, from the ones it thinks are the most useful to the ones that might be a bit less useful.

The search engine displays the list of websites on their screen. Each result includes a title, a summary, and the website’s address. All of this helps them decide which website to click on and get more information from.

3 major search engines

There are three main search engines that people commonly use to find information on the internet: Google, Bing, and Yahoo.

  • Google. The most popular and widely used search engine globally, known for its powerful algorithms and comprehensive search results.
  • Bing. Developed by Microsoft, offering a different approach and powering searches for various Microsoft services.
  • Yahoo Search. While powered by Bing’s technology, it maintains its own search interface and features.

3 Types of SEO

On-page SEO

On-page SEO is the process of optimizing parts of your webpages for search engines and users. This includes the following practices:

Keyword research and analysis

Keyword research and analysis involve the process of identifying and selecting specific words or phrases (keywords) that people commonly use when searching on search engines. This practice helps website owners and content creators understand what topics are relevant to their audience and what language they use to express their queries.

By conducting keyword research, you can gain insights into the interests, needs, and preferences of your target audience.

There are online tools that help you discover which keywords your target audience commonly use. Examples of these tools include Google’s Keyword Planner and Moz’s Keyword Explorer.

Content optimization

Creating high-quality and relevant content is essential for engaging your audience and demonstrating your expertise. Content that addresses their needs and provides value can help improve your search engine rankings.

When you optimize your content, you’re not just focusing on stuffing it with keywords. Instead, you’re aiming to create high-quality content that genuinely answers questions or provides valuable information to your audience. This can include making sure your content is well-structured with headings, bullet points, and paragraphs, so it’s easy to read.

URL structure and optimization

Think of your website’s URL structure as the layout of a building. It’s important to have descriptive and user-friendly URLs that give an idea of what the page is about. Clear URLs make it easier for users to understand and navigate your site.

Internal linking strategies

Internal links are links within your website that connect one page to another. They help users navigate your site and discover related content. Internal linking also helps search engines understand the structure and hierarchy of your website.

When planning your internal linking strategy, it’s key to focus on relevance—only link to pages that make sense in the context. Use descriptive anchor text (the linked text) to provide clarity about where the link leads.

Off-page SEO

Off-page SEO refers to the strategies and actions you take outside of your website to improve its visibility and credibility in search engine results. While on-page SEO focuses on optimizing your content and website elements, off-page SEO involves factors that are not directly under your control but can still impact your site’s ranking and reputation.

Key components of off-page SEO include:

Backlinks are hyperlinks on one website that point to another website. In simpler terms, a backlink is a link from one website to another. These links are crucial because they play a significant role in how search engines evaluate the authority, relevance, and credibility of your website.

Backlinks can be categorized into different types based on various factors, including their source, the way they are acquired, and their impact on SEO. Some common types of backlinks are natural backlinks, guest post backlinks, and editorial backlinks.

Social media and its impact on SEO

Social media plays a significant role in online presence, with social signals being indicators of a website’s popularity and influence. Social signals are indications of your content’s popularity on social media. Likes, shares, and comments tell search engines that people enjoy your content.

Additionally, when people share your content on social media platforms, it can reach a broader audience, driving more traffic to your website and potentially earning you more backlinks. So, it’s good to engage with your audience, share valuable content, and encourage them to share it with their networks.

Guest blogging and influencer outreach

Writing guest posts for reputable websites allows you to showcase your expertise and gain exposure to a wider audience. This exposure can lead to increased website traffic, as curious readers are likely to follow the link back to your own site for more valuable information.

Influencer outreach is like collaborating with experts in your field. These influencers could be bloggers, social media personalities, experts, or thought leaders. By partnering with social influencers, you can leverage their existing audience to promote your products, services, or content.

Both strategies help you establish your authority and expand your reach.

Technical SEO

Technical SEO refers to the optimization of your website’s technical aspects to improve its search engine visibility and user experience.

Unlike on-page and off-page SEO, which focus on content and backlinks, technical SEO deals with the behind-the-scenes elements that affect how search engines crawl, index, and rank your site.

Technical SEO involves the following key components:

Website speed and performance

In today’s fast-paced digital landscape, users have high expectations for websites to load quickly and provide a seamless browsing experience. A fast-loading website creates a positive user experience, which reduces bounce rates and keeps visitors engaged. Additionally, search engines favor websites with better loading times, which can improve your search engine rankings.

Tools like Google PageSpeed Insights and GTmetrix help assess your website’s performance. These tools provide insights into areas that need improvement, allowing you to optimize your site’s speed effectively.

Mobile-friendliness and responsive design

Mobile-friendliness means that your website is designed to be easy to use on smaller screens, like those on smartphones. It’s important because a lot of people use their phones to browse the internet, so your site should look good and be easy to navigate on a phone.

Responsive design is a way of building websites, so your website adapts seamlessly to various screen sizes.  This way, whether someone is looking at your site on a big computer monitor or a tiny phone screen, the content rearranges itself to fit nicely and still be readable and usable.

Having a mobile-friendly and responsive website ensures that visitors have a good experience no matter what device they’re using, which can lead to higher engagement and better results for your site.

Site architecture and crawlability

Site architecture involves organizing your website’s pages in a logical way to help both users and search engines understand how everything connects. This organization makes it simple for visitors to find what they’re looking for and also aids search engines in exploring and indexing your site efficiently.

Crawlability, on the other hand, is about making it easy for search engine bots to move around your website’s pages. When your site has a clear structure and easy-to-follow links, search engines can explore it better, which improves the chances of your content showing up in search results when people search for similar topics.

Measuring and analyzing SEO

This step is crucial to identify whether your efforts are effective. Here are two ways in which you can analyze your SEO efforts:

Google Analytics and Google Search Console

Google Analytics provides insights into your website’s visitor patterns, showing where they come from, how long they stay, and what they do on your site. Additionally, Google Search Console offers data on how your site appears in search results and how users interact with it.

Both tools enable you to monitor the keywords that bring users to your site, which helps you understand which terms resonate best with your audience.

Key Performance Indicators (KPIs) for SEO

  • Organic traffic. The number of visitors who find your website through organic search results is a vital indicator of your SEO success.
  • Click-through rates (CTR). CTR reflects the percentage of users who click on your link after seeing it in search results. A higher CTR indicates that your content is appealing and relevant.
  • Conversion rates. This metric shows the percentage of visitors who complete a desired action, such as signing up or making a purchase. High conversion rates mean effective SEO and user engagement.
  • SEO auditing and continuous improvement. Regular SEO audits evaluate your website’s health and identify areas for improvement. This ongoing process is like fine-tuning your marketing strategies for optimal results.

Increase your website’s visibility

Search engine visibility is crucial if you want your website to be discovered by your target audience. Users usually click on the first result so your goal should be on that spot. This can be possible by incorporating SEO strategies.

For seamless SEO efforts on your end, consider Web.com’s SEO services. You’ll get tailored SEO services that cater to your specific needs. Whether it’s optimizing your website’s content with the right keywords, making your pages easy to understand for search engines and visitors, or building a strong network of links that show your website’s credibility, Web.com’s experts are here to guide you.

Get your website noticed today with an effective SEO strategy!

  • Web.com Team

    Our goal is to be your go-to partner in today’s always-on digital world.

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