What Is Search Engine Optimization?

Article courtesy of Noodlehead Marketing.

Search Engine Optimization (SEO) Introduction

Search Engine Optimization (often referred to as SEO) is the process of increasing website search engine rank with the intent of increasing a website’s traffic and brand awareness. A search engine’s primary objective is to deliver the most relevant search result possible. It is to match what you are trying to find with what you actually find.

In order for a search engine to accomplish their primary objective, they use two approaches which includes on-site optimization and off-site (back-link building) optimization.

On-Site Search Engine Optimization (SEO)

On-site search engine indexing primarily focuses on assessing a website to identify what keywords and key-phrases the website should be classified under. On-site SEO is the act of changing elements on a website to become more relevant and increase that website’s “visibility” to the search engines. The list of on-site SEO elements is lengthy, so the key point to understand is that keywords or key-phrases must be prominent & relevant on a website so that the search engines can identify what keywords to associate with the website. A few specific elements include the website’s page title, image tags, copy content and menu links.

While major prominence of keywords is important, a balance of that prominence with relevancy is necessary in order to avoid the website becoming spam. The website should be easy to read, add value to the viewer and make grammatical sense. If a change involves sacrificing one of these elements it would be wise to reconsider the intent of the website.

Off-Site Search Engine Optimization (SEO)

Off-site SEO primarily includes building up external links to a website (back-links). These links could be from blogs, business directories, social media channels or other websites. Off-site search engine optimization is the act of establishing links to a website from other websites. The more relevant links you can establish to your website, the higher your website will rank on search engines.

Think of each link as a point. The more points a website has, the higher a search engine will rank it. The higher level of authority and relevance of the website linking to another website influences the impact that link will have on the website’s search engine rankings.

Search Engine Optimization Conclusion

In conclusion, search engines are seeking relevant content to deliver to their users. By creating relevant content and establishing relevant back-links, a website will increase in rank on search engines for the target keywords or keyphrases, ultimately driving more traffic.