How Does SEO Work

Key Takeaways

  • What is SEO (Search Engine Optimization)?:  Search Engine Optimization improves visibility in search results.
  • How Do Search Engines Work?
    • Step 1: Crawling – Bots discover new pages via links.
    • Step 2: Indexing – Valuable pages are added; low-quality content is excluded.
    • Step 3: Ranking – Over 200 signals, like keywords and speed, evaluate sites.
  • What Are the Three Essential Components of SEO?
    • Technical Optimization: Enhances SEO with backend tasks like submitting sitemaps.
    • On-Page Optimization:  Ensures content is relevant and user-friendly with the right keywords.
    • Off-Page Optimization: Builds authority through external activities like backlinks.
  • Types of SEO: Off-Page SEO vs. On-Page SEO: Builds authority through backlinks; balancing both boosts performance. 
  • Organic Search vs. Paid Search  – The Similarities And Differences : Paid ads appear first and cost money, while organic search is free, takes longer, and drives more traffic; both require keyword research.
  • Basic SEO Strategies: Know your audience, create clear content, and provide actionable steps.
  • 9 Basic Elements of SEO: 
    • Audience
    • Searcher Intent
    • Keywords
    • Meta Description
    • Content
    • Backlinks
    • Site Architecture
    • Site Speed
    • Schema

Are you a beginner to Search Engine Optimization (SEO)? You may have heard that it can help boost your search rankings and bring more visitors to your website. However, all the different terms and ideas can be confusing.

Here’s a helpful fact: about 70% of marketers think SEO is better than paid ads for making sales. Additionally, digital marketing budgets are increasing by about 13%, showing that businesses understand the value of SEO.

Don’t worry! We’re here to explain everything clearly. In this blog, we’ll cover the basics of SEO and how AI can help. Once you understand the main points, you’ll be ready to use SEO to bring in more visitors and quality leads.

Let’s get started and explore how SEO works!

What is SEO (Search Engine Optimization)?

SEO stands for “Search Engine Optimization.” It’s getting traffic to your website from free, organic search results on engines like Bing and Google. The goal is to improve your site’s position in search results—because the higher you rank, the more visibility you’ll get.

Rand Fishkin, co-founder of Moz, created a helpful graphic inspired by Maslow’s Hierarchy of Needs. It’s called “Mozlow’s Hierarchy of SEO Needs,” and it outlines how to approach SEO effectively.

Remember, SEO isn’t just for search engines anymore! It’s also vital for social media platforms like YouTube and TikTok, where many people search for information.

Moz defines SEO as “a set of practices designed to improve the appearance and positioning of web pages in organic search results.” Since organic search is a key way people find online content, having a solid SEO strategy is crucial for increasing the quantity and quality of traffic to your site. 

How Do Search Engines Work?

Search engines assist people in finding solutions to their questions on the internet. They use algorithms—computer programs that sift through information—to deliver the best results for each search. Social media algorithms are also important to consider.

Here’s a simple breakdown of how search engines work in three steps: crawling, indexing, and ranking.

Step 1: Crawling

The first step is crawling. Search engines send out web crawlers, sometimes called spiders or Googlebots, to discover new pages and gather information about them. These crawlers follow links from already-known pages. For instance, if your homepage links to a blog, a search engine may follow that link to discover your latest blog post when it crawls your site.

Step 2: Indexing

Next comes indexing. This is when a search engine decides whether to include the crawled content in its index. If a page has valuable, unique content, it gets added. However, a page may be left out of the index if it has duplicate content, low value, or lacks links from other sites. You can check which of your pages are indexed by typing ‘site:domain.com’ in the search bar.

Step 3: Ranking

Finally, we have a ranking, which is the most crucial step. After crawling and indexing, the search engine ranks your site based on over 200 signals. These signals fall under three main areas of SEO: technical optimization, off-page optimization, and on-page optimization.

Some examples of ranking signals include:

  • Keyword in Title Tag: Does the page include relevant keywords in the title?
  • Loading Speed: Is the webpage fast and mobile-friendly?
  • Website Reputation: Is the site seen as trustworthy for the topic?
  • Backlinks: How many quality backlinks does the page have?
  • Content Quality: Is the content valuable and relevant to your audience?
  • Mobile Friendliness: Is everything optimized for mobile users?

If you need help with SEO, content marketing, or paid media, contact Shara Idnay.

What Are the Three Essential Components of SEO?

As a digital marketer, knowing how to help people find your brand or website is essential, and keeping up with how SEO is changing will keep you ahead of the game.

While SEO does change often, its main principles stay the same. You can think of SEO as having three key components or pillars that you should regularly work on:

  1. Technical Optimization: This involves behind-the-scenes tasks that improve your site’s SEO but aren’t directly related to content. For example, submitting your sitemap to Google is a basic form of technical optimization.
  2. On-Page Optimization: This focuses on making sure the content on your site provides a good user experience and relevant. You can manage it easily through platforms like WordPress, Wix, or Shopify by using the right keywords in your content.
  3. Off-Page Optimization: This is about boosting your site’s search rankings through activities outside your website. Building high-quality backlinks is a big part of this, which helps establish your site’s reputation.

By staying on top of these pillars, you’ll be well-equipped to enhance your SEO efforts!

Types of SEO: Off-Page SEO vs. On-Page SEO

So, what does an SEO strategy look like? It’s helpful to break it down into two main areas: on-page SEO and off-page SEO. While they’re related, each has its focus that can make your efforts more effective.

On-Page SEO: This looks at what’s happening on your website. The goal is to optimize your content, including title tags, page content, and site speed. To do this well, you need to know the keywords your audience is searching for and use them to guide your content creation.

Off-page SEO focuses on everything outside your website. It measures the authoritativeness of your content, mainly through backlinks—links from other websites that point back to yours.

To put it simply, on-page SEO helps you determine what you rank for, while off-page SEO affects how well you rank. By balancing both, you can improve your site’s performance effectively!

Organic Search vs. Paid Search  – The Similarities And Differences

  1. Position: Paid search reappear at the top of search engine results pages, whereas organic results appear below. For example, if you search for “best water bottle,” the ads will be at the top, and the organic listings will follow.
  2. Time: With paid search, you can see results quickly. In contrast, organic search often takes weeks or months to show results, so it’s a longer game.
  3. Payment: As the name suggests, you pay for traffic with paid search, usually on a pay-per-click (PPC) basis. Every time someone clicks your ad, you pay a charge. Organic search traffic is free but requires time and effort to build.
  4. ROI: Measuring ROI is easier with paid search since Google gives you clear data. However, paid search ROI can decline over time, while organic search often improves as your efforts continue.
  5. Share of Traffic: Research shows that organic search drives about 53% of all site traffic, compared to just 15% for paid search. So, most clicks go to organic results!

Similarities

Despite the differences, there are also some similarities:

  • Keyword Research: Both paid and organic searches rely on keyword research. You need to know what terms people are searching for, whether you’re paying for ads or optimizing content.
  • Landing Pages: Both types require effective landing pages. For organic search, the page should connect well with your site. You can use the same page or create a separate one for paid search.
  • Traffic Generation: The main goal of both is to generate traffic. Since users are actively searching for information, they’re more likely to take action when they find what they need.

Understanding these points can help you navigate both strategies more effectively!

Basic SEO Strategies

Every SEO expert has their ideas about what a successful strategy should include, but Neil Patel, a bestselling author and digital marketing authority, emphasizes a few important points:

  1. Understand User Intent: Write content that aligns with the searcher’s goals. This will allow you to provide exactly what they need.
  2. Develop a Customer Avatar: Get to know your audience well. It is crucial to understand who they are, what interests them, and why they visit your site, especially if you’re working with Filipino SEO specialists.
  3. Break Up the Text: Keep it straightforward! Since people often have short attention spans, use bullet points, images, headers, and short sentences to make your content more digestible.
  4. Make It Actionable: Your content should answer their questions and guide them on the next steps. This ensures they leave with both solutions and clear directions.

By concentrating on these elements, you can develop a more effective SEO strategy that resonates with your audience.

9 Basic Elements of SEO

As you start learning about digital marketing and SEO, you’ll come across many terms that might be new to you. Here’s a simple glossary of some keywords:

  1. Audience: This means the group of people you want to reach. Knowing who your audience is helps you make better marketing choices.
  2. Searcher Intent: This refers to why someone is searching online. This pertains to the reasons behind someone’s online search. There are four primary types: informational, navigational, transactional, and commercial investigation.
  3. Keywords: These are the terms or phrases people type into search engines. Using the right keywords helps your website show up in search results.
  4. Meta Description: This is a concise description of a webpage that shows in search engine results. It informs users about the page’s content and explains why it’s relevant to their search.
  5. Content: This includes any text, images, or videos on your website. Good content is essential for SEO and should be a top priority.
  6. Backlinks: These are links from other websites that point to yours. Having many backlinks helps show that your site is trustworthy and important.
  7. Site Architecture: This is how you organize your website’s pages. A clear structure makes finding information more accessible for users and search engines.
  8. Site Speed: This refers to the loading speed of your website. A fast-loading site enhances user experience and can positively impact search rankings.
  9. Schema: This approach helps search engines understand the information on your site better, leading to more informative search results.

If you’re looking for SEO services in the Philippines, think about doing an SEO audit to identify areas for improvement. Engaging SEO experts in the Philippines provides specialized local insights that enhance your overall strategy.

Final Thoughts

Understanding SEO is essential for enhancing your online presence, as it involves how search engines crawl, index, and rank your content. A successful SEO strategy blends technical, on-page, and off-page elements while focusing on user intent and audience needs. Prioritizing quality content and building backlinks are key to establishing your site’s authority. You can boost your rankings and increase your traffic with patience and consistent effort. So, whether you’re just starting or refining your approach, embrace these SEO principles to reach your audience and achieve your business goals successfully!

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