What Is Search Engine Optimization

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Search Engine Optimization ( SEO) is the method of optimizing the ranking on a Search Engine Results Page ( SERP) of a website or webpage to make a client ‘s website more searchable (i.e. first page / s), thereby increasing traffic and sales. 

It also produces useful outcomes with stressful, difficult technological and business decisions and not ensuring outcomes. 

Within a organization comprising many divisions, including design , marketing, and content creation teams, SEO often involves a concerted effort. Although some SEO research involves market analysis ( e.g. comparing content with competitors’), a significant portion depends on various search engine ranking algorithms, which can change over time. 

A rule of thumb, however, is that websites and web pages will rank higher on the SERP with higher quality content, more external reference links and more user interaction.

How SEO Works

For any query in question, search engines like Google have an algorithm or set of rules to decide the pages to display. In order to determine their SERP rankings, such algorithms have become extremely complex and take into account hundreds and even thousands of different ranking factors. 

To generate search results, search engines perform multiple operations.


The method of downloading from a website all the linked web pages. This function is performed by a program called a crawler or a spider (or Googlebot, in the case of Google).


The method of indexing all the collected web pages and storing them in a large database from which they can later be retrieved. The indexing approach is, in general, to find the terms and phrases that best describe the page and to assign various keywords to the page.


When a search request arrives, the search engine handles it, i.e. the search string in the search request is compared to the indexed pages in the database.

Measuring relevance

It is possible that the search string will contain more than one page, so the search engine will start to calculate the importance of each page in its index to the search string.

Retrieving Results

The last step in search engine operations is the recovery of the best matched outcomes. It’s nothing more, essentially, than just showing them in your browser.

Ways Of SEO Optimization

On Page SEO   

It is the process of optimizing a website’s pages to make them on search engines rank higher. These are the easiest changes to make because you have full control of the content of your website (as opposed to off-site SEO, in which you rely on other webmasters to make changes). 

The key variables for enhancing your on-page SEO are as follows.


If you are interested in the way the search engine works, one of the main components is the design of the website. As Googlebot browses the web reviewing millions of pages, it searches for information related to the search query of the user being entered. The content that appears on the websites, namely long-form written content, is obviously one of the key components.

Google is looking at a few items to decide if your content is sufficiently important to show up as a result of a search term:

  • Quality of the content, and whether the content is well formulated or spun and/or generated through a content bot.
  • The length of the article, and how long it is compared with other websites competing for the same queries.
  • Freshness of content, and how the content was published online recently. How SEO works, especially in terms of content freshness, means that older content is less relevant than newer content, and less likely to respond to the intention of the search query.

Layout and Architecture  

Your website’s design and layout are another way of interacting with search engines. A basic, but very robust piece of software, Googlebot is designed to reward internet sites that require the lowest amount of human power to process and to navigate and understand by extension. The earlier Google crawls and understands the pages of your website, the more search results you will be provided with.

Many of the key web design areas for optimisation depending on how SEO operates include:

  • Crawl effectiveness, and Google’s ability to use the minimum amount of energy and bandwidth to understand how big your website is and what it’s about.
  • Mobile-friendliness, and if the website has a sensitive format that can quickly be read and digested like a smartphone or tablet on a mobile device.
  • Duplicate information, and avoid pages containing the same material that might confuse a search user and minimize your website’s appeal to them.
  • Page speed, and the speed at which the user loads a page onto a website browser. Google also has a Page Speed tool to test this for you, free of cost.

Technical Optimization

The Technological Optimization of your website, namely your HTML, is one of the more complicated but just as important areas of SEO that Google regards. Some important areas in the workings of search engine optimization include:

  • Title tags and keep the page title tailored for the correct length and keyword density of article;
  • Meta description and convincing description of what every page is about on your website. This is the information segment that appears in your search result under your Page Title.
  • Layout, including pages and content structure and hierarchy within the Website. A poorly configured website would also affect your website’s crawl-efficiency
  • Stuffing, i.e. not inserting too many keywords into a single post, showing Google that you’re trying to “play the game” and generate content of poor quality.
SEO Off Page
“Off-site SEO” (also known as “off-page SEO”) refers to the steps taken to impact your search engine optimization rankings (SERPs) outside of your own website. According to Google, Off-Page is the most important ranking signal of how SEO and search engines work.
Optimizing off-site ranking variables helps improve the awareness and understanding of a site ‘s success, importance, trustworthiness and authority in the search engine. It is done by other reputable internet websites (pages, websites, people, etc.) linking to (backlinks) or endorsing your website (engagement with social media), and ultimately for the integrity of your material.
The off-page authority specifies how legitimate a website page is from which you receive a backlink. It is not a domain authority, but a method used to calculate how well you are likely to perform in search results for your own site. By looking at the credibility of the connection page, namely how many other reputable websites have linked to the site itself, we can determine authority. The age of the link page, namely how long the piece of content has been living, creeping, and indexed by Google. Older content is substantially better for the connect authority, which is the opposite approach to quality content on your website.
Quality link
Off-page quality determines how productive a link from a particular website can be. There are several factors that go into a quality backlink, but the most significant is: 
The relevance of the linked website’s subject to the linked website, namely to ensure that the linked page and the article on your website are protected by the content. Put simply, you don’t want a connection to dog grooming from a website if you’re an accounting software company.
The “freshness” of the link, namely how old or new the link has been positioned. Although we want to be older on the page where the link resides, we want the link on the website to be younger, which tells Google that you are authoritative and important now, not in the past! 
The anchor text that is used on the website of the connection, that is, the anchor text is appropriate for the context of the article and is tailored for your entire anchor text portfolio. Exact match anchors are extremely effective, but they can trigger a penalty for over-optimization if they are overused, which could take months to recover.

SEO Keyword Research & Targeting

The first step in search engine optimization is to determine what you are actually optimizing for. It includes identifying items that people are looking for that you want your website to appear in search engines such as Google, also called “keywords.” For instance , when people are looking for “gadgets,” and maybe when they type in items such as “buy gadgets,” you would like your gadget agency to show up. 

There are several key factors to consider when evaluating the keywords that you want to hit on your blog

Search volume – The first thing to remember is how many people are actually looking for a given keyword. The more people you are searching for a keyword, the higher the potential market you are going to reach. Conversely, there is no audience available to search for your material because no one is searching for a keyword.

Relevance – A word can be searched regularly, but that doesn’t automatically mean it’s important to your prospects. Keyword relevance, or the correlation between a site’s content and the user’s search query, is a key ranking signal.

Competition – Keywords with such a higher search volume may drive large amounts of traffic, but there could be intense competition for premium placement on the search engine results pages.

You need to first understand who your prospective customers are, and what they are likely to be looking for. From here you must understand:

  1. Which sorts of stuff do they want?
  2. What are their problems?
  3. Which kind of words do they use to explain the things they do, the tools they use and so on?
  4. Where else does it buy things from?

You should have an initial seed list of potential keywords and domains after these questions have been answered to help you identify potential keyword ideas and bring some search volume and rivalry metrics around.

Where to find keywords

Your first job is to come up with the seed keywords – phrases you’ll use to find more keyword ideas as the stepping stone. Easy phrases like “coffee beans,” “coffee pots” or “mocha” would work well if you run a coffee blog.

The classic approach to keyword searching

Google suggestions

Google offers multiple keyword tips directly inside the SERP. Features such as Google Autocomplete, People Often Query or Similar Searches can be an excellent source of keyword ideas. 

All you need to do with the autocomplete feature is type your seed keyword into Google Search and the suggestions will show up automatically.

Keyword Tools

There are many free keyword tools available that, based on a single keyword seed, can provide you with thousands of keyword ideas. Google Keyword Planner is one of the most common, even if its main focus is keyword research for PPC advertising. 

An additional common free-tool is AnswerThePublic. It automatically generates hundreds of autocomplete suggestions from Google.

White Hat, Black Hat And Grey Hat SEO

White Hat SEO

It is a compilation of ethical strategies which are compliant with guidelines and rules. The fundamental parts of SEO White hat are:

  • Performance and related material
  • Total optimisation of website
  • Link building

White hat SEO is a long-term approach dedicated to improving user experience. In general terms, being a good guy in the SEO world is considered to be the right direction.

Black Hat SEO 

It is a series of immoral practices to improve the rankings of a website on the search engine results list. They are designed to impact search engines, without the human element being taken into account. 

In a short period of time, Black Hat SEO will get you to the top of the SERP, but search engines will most likely penalize the website sooner or later and ban it.

Grey Hat SEO 

There’s also a practice called Grey Hat SEO, a practice that you can lose less compared to the Black Hat techniques. Google does not explicitly describe grey hat tactics so that you can gain thousands of website users a day later while not being penalized or losing all your rankings.

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