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What is Search Engine Optimization?5 min read

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Introduction to SEO
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Introduction to Search Engine Optimization 1

Search Engine Optimization is a very important part of Digital Marketing and I would be giving you a quick introduction into what you need to know about it. What Search Engine Optimization really is, it’s importance, how it works and tools that can help you with it.

What is Search?

Search is the major/primary ways in which many individuals/people surf the web and find different ideas, contents, business and values online. The information can be a single entity or a mix of links to webpages, images, videos, info graphics, articles, research papers and many others. The search results are presented in a line of results called search engine result pages (SERPs)

What are Search Engines?

Search engines are referred to as web search engine or internet search engines. They are set of tools, equipment or application that are systematically and automatically use to search the world wide web for a particular information that are specified in a textual web search.

Search Engine Optimization (SEO)

Search Engine Optimization is the series of steps or process of making webpages, blogs, and articles easier for search engines to discover and to rank higher in search engines which can lead to an increase in traffic to the webpage/website. The process involves optimizing contents, links and page structure in order to make the webpage/website rank higher in the search results.

SEO increases the visibility of a website/webpage to users thereby increasing the website/webpage traffic quality and quantity through the web search engines.

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Importance of Search Engine Optimization

When internet users search for query, the result at the top tends to receives more traffics than the others. In other words, search result are presented in an ordered list that the higher to the top a website/webpage gets, the more traffic the website/webpage receives. Thus, search engine ranking result in a website/webpage receiving more potential business no matter how little the improvement.

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Search Engine Optimization techniques

SEO Techniques to optimize website/webpage to rank high for search:

Content Marketing

Creating a new content or modifying an existing content is done for potential keywords to be identified. It is important to make research on what content is already in use and to create a more better content that can provides a positive user experience and has a chance of higher ranking in the SERPs.

Keyword Research

It involves looking at what keywords a website/webpage is already ranking for, what keywords competitor rank for, and what other keywords potential customers are searching for. Here is usually the starting point for all search engine optimization.

Link Building

This involves the promotion of good content by reaching out to other websites and also involves building relationships with webmasters, submitting websites/webpages to relevant web directories and getting press to attract links from websites.

On page Optimization

Common on-page optimization techniques include optimizing the URL of a webpage to incorporate keywords, updating the title tag of the page to use relevant search terms, and using the alt attribute to describe images. So,updating a page’s meta tags can also be beneficial, they increase click through rate from the SERPs.

Semantic Markup

Semantic Markup is used to illustrate the meaning behind the page content such as helping to identify who the author of a content is or the topic and type of content on a page. However, it can also help you with getting rich snippets displayed in the search result page such as extra text, review stars and images.

Site Architecture Optimization

External links are not the only thing that matters for SEO, internal links play a large role too. Search Engine Optimization improves website/webpage by making sure key pages are being linked to and that relevant anchor text is being used in those links to help improve webpage’s relevance for specific terms.

How Search Engine Optimization works

Search engines use a set of rules called algorithm to check what pages to show for any query given. These algorithms seem complex and take into account thousands of different ranking factors to determining the ranking of their SeRPs. The below are three(3) main values that search engines evaluate to determine how a website/webpage rank:

Content

Search engines analyze a website/webpage content to determine its relevance for any search query given. A large part of SEO is in content creating which is targeted towards the keywords that search engines users are searching for.

Links

A link can be seen as a vote of quality from other websites. Since website owners are unlikely to link to other sites which are of poor quality. Links from other website play a key role in determining a website/webpage ranking in search engines.

Page Structure

Webpages are written in HTML; how the HTML code is structured can impact a search engine’s ability to evaluate a page. This includes relevant keywords in the title, URL and headers of the webpage making sure that the website is crawlable.

Search Engine Optimization tools

Some common tools for optimization of websites includes:

Backlink Analysis tools

These tools allow users to analyses important things that could aid in improving SEO. Things such as:

Which websites/webpage are linking to their own website/webpage

You can analyse the competitors website and use them to find new links during link building. They include; AHREF’s and Majestic.

Google Ads Keyword Planner

It provides keyword suggestions and keyword search volume which can be helpful when doing keyword research.

SEO Tools

You can make use of these tools to track important things such as:

  • Keyword rankings
  • Keyword research
  • Identify on-page and off-page SEO opportunities
  • SEO related task etc.
Olawale S. Adewale

Olawale S. Adewale

Olawale Adewale is a digital marketer with expertise in content marketing, creative writing, search marketing and copywriting. He is also the Founder of Opticad Technological Advancement, a digital marketing agency dedicated to training people in tech.

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