What is SEO and why is it important?
Updated: Feb 20, 2019
SEO, or Search Engine Optimization has been around since the inception of Search Engines, but what is it and why is it important?
Search Engine Optimization
In Layman's terms, SEO is a collection of actions aimed at getting your site to appear high in the search engine results pages (SERPS). The higher the rankings of a page on search engines the more visitors your site will receive. Obviously we all strive to get more visitors to our websites. Think of a web site as a retail store, the more walk-in customers visit the store the more sales the store generates. Later on we will debunk the quantity example. Google High Ranking Secret Sauce Recipe.
If your website ranks high on the search engines we call this organic traffic. Most sites that fail to optimize their web sites for search engines end up spending huge amounts of money on advertising campaigns or go bankrupt.
Search engines like Google have complex algorithms to determine what websites show up on their SERPS, after all the #1 goal of search engines is to deliver the most relevant results to their searchers to keep them coming back.
Back in the early days of the Internet it was very easy to rank high on search engines for one: there was not much competition, and for two the search engines themselves were new at the game and the algorithms were simple and easy to cheat. From our experience Google nowadays have more that 200 criteria to determine the worthiness of a page and how it will rank. Furthermore, Google does not reveal its methodology of ranking pages and keeps updating it's algorithms almost quarterly.
There are three stages at work here: Find, Analyze and Rank. Search engines have to find your page first, then analyze the content and based on the 200 criteria Rank your page. This is correlates with Discovery, Relevance and Authority.
Using online marketing terminology, Finding is crawling, and Analyzing is Indexing.
The first important factor in a successful SEO strategy is content, thus Content is King. Without compelling, unique, creative and relevant content search engines will not rank your pages.
The second important factor in a successful SEO strategy is Authority. Authority refers to how other sites, besides search engines think of your content. When you create unique and compelling content, other sites will want to read and link to. The more inbound links your website receives the more authority it has. Furthermore the more authoritative the sites that link to yours the more authority your website has.
When creating your SEO strategy you have to remember it is a balancing act between content and authority. If you determine that you have lots of great content but not enough authority then you need to spend more time on link building and vice versa.
This post so far might give the impression that creating great content and having many links will rank your pages on the top of search results, but the fact is these are just the basics, despite their importance. Without these two factors you have no chance but they are still not enough.
As we said earlier their are more than 200 criteria search engines depend on to rank web pages and no one will give you a complete list because it took years for successful SEO marketers to understand the game. If you have the time to spend on trial and error and research go for it, it is very rewarding.
We will be discussing many of these criteria in upcoming blog posts so stay tuned.
Swiftly Labs is recognized as a top Search Engine Optimization Company on DesignRush
Swiftly Labs Team