Zere, we’re going to take a look at the basics you need to know when it comes to search engine optimization, a discipline everyone in your organization should at least know, if not have a decent technical understanding.
One of our most popular articles of all time is an article called SEO Basics: 8 Essentials to Optimizing Your Site. It still does the job for us in terms of traffic, but it was first released in April 2013, so you can think of this as its extended and long overdue update.
What is SEO?
Quite simply, SEO is the umbrella term for all the methods that you can use to ensure the visibility of your website and its content on Search Engine Results Pages (SERPs).
The methods vary from technical practices that you can implement behind the scenes of your website (we tend to call this “on-page SEO”) to all of the “off-page” promotional approaches that you can use to increase visibility. of your site (link -construction, marketing on social networks).
For the purposes of this article, when we talk about visibility, we mean how well the SERP shows up on your website for certain search terms in “organic” results. Organic results refer to those that appear naturally on the page, rather than in paid sections …Paid search is also a big part of search engine marketing. You can read more about this in our recent beginner’s guide to paid search and PPC.
Why do you need SEO?
Building a solid site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience using your site and encourage repeat visits. It should be noted that Google is paying more and more attention to user experience.
When it comes to the volume of search engine traffic to your website, the percentage is substantial and perhaps the clearest indicator of how important SEO is.
In 2014, Conductor suggested that 64% of all web traffic came from organic search, compared to 2% from social media, 6% from paid search, 12% direct, and 15% from other referral sources.
This matches our own data, with around 70-75% of SEW traffic coming from organic.
What are search engines NOT looking for?
- There are many ‘black hat’ practices that can reduce the weight of a Google penalty on your site, so it’s best to avoid doing the following, even if it looks like an easy and brilliant victory at the time.
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