What is SEO（search engine optimization）？
SEO stands for search engine optimization. The goal of SEO is to expand a company’s visibility in organic search results. As a result, these efforts drive more visitors to the company’s website, increasing their chances for more conversions which leads to more customers and more revenue.
When asked to explain what SEO is, I often choose to call it a strategy to ensure that when someone Googles your product or service category, they find your website.
With all of these factors taken into account, SEO primarily drives two things — rankings and visibility.
How Does SEO Work?
SEO works by optimizing a website’s content, conducting keyword research, and earning inbound links to increase that content’s ranking and the website’s visibility. While you can generally see results take effect on the SERP once the webpage has been crawled and indexed by a search engine, SEO efforts can take months to fully materialize.
This is what search engines use to determine where to place a particular web page in the SERP. Rankings start at position number zero through the final number of search engine results for the query, and a web page can rank for one position at a time. As time passes, a web page’s ranking might change due to age, competition in the SERP, or algorithm changes by the search engine itself.
This term describes how prominent a particular domain is in search engine results. Lower search visibility occurs when a domain isn’t visible for many relevant search queries whereas, with higher search visibility, the opposite is true.
Both are responsible for delivering the main SEO objectives – traffic and domain authority.
How does Google know how to rank a page?
Search engines have a single goal only. They aim to provide users with the most relevant answers or information.
Every time you use them, their algorithms choose pages that are the most relevant to your query. And then, rank them, displaying the most authoritative or popular ones first.
To deliver the right information to users, search engines analyze two factors:
- Relevancy between the search query and the content on a page. Search engines assess it by various factors like topic or keywords.
- Authority is measured by a website’s popularity on the Internet. Google assumes that the more popular a page or resource is, the more valuable its content is to readers.
And to analyze all this information they use complex equations called search algorithms.
Search engines keep their algorithms secret. But over time, SEOs have identified some of the factors they consider when ranking a page. We refer to them as ranking factors, and they are the focus of an SEO strategy.
How to Monitor & Track SEO Results
Technical setup, content, and links are critical to getting a website into the search results. Monitoring your efforts helps improve your strategy further.
Measuring SEO success means tracking data about traffic, engagement, and links. And though, most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:
- Organic traffic growth
- Keyword rankings (split into branded and non-branded terms)
- Conversions from organic traffic
- Average time on page and the bounce rate
- Top landing pages attracting organic traffic
- Number of indexed pages
- Links growth (including new and lost links)
Without actively positioning its content in search results, no business can survive long.
By increasing your search visibility, you can bring more visitors, and in turn, conversions and sales. And that’s well worth the money and time spent to help your ranking in SEO.