What is SEO and How Does it Work?

If you own a website, being well-versed in SEO, or “Search Engine Optimization”, is absolutely vital. But how does it operate? Let’s break down the basics. Search engines perform a specific task: when a user inputs a search, their goal is to provide relevant outcomes. Given that there could be hundreds, or even thousands, of results for a single query, search engines strive to order these results based on their perceived value.

When your website appears on the first page, you have a fighting chance of grabbing the user’s attention. However, if it’s relegated to the tenth page, it’s almost as if you don’t exist – after all, a mere 2-3% of people venture beyond the first page of search results.

So, what exactly is SEO? It’s a collection of methods used to improve your website’s position in the search engine rankings. If your SEO game is top-notch, you can potentially outshine your competitors and secure the coveted first-page spot.

Comparing SEO, SEM, and PPC

Rather than solely depending on achieving a high organic ranking in search engine results, you can opt to pay for your website’s promotion when users type in specific search terms. This is referred to as pay-per-click (PPC) advertising, a fitting name as you pay for each click leading to your advertised web page.

In contrast, SEO sends signals to search engines indicating the relevance of your web page, and you aren’t charged when people visit your site. The higher your rank in the search results, the greater your visibility, and thus, the more traffic you can expect.

Search engine marketing (SEM) encompasses both SEO and PPC, with the common goal of attaining search engine results that direct traffic to your website. If visitors find answers to their questions or discover that your service can resolve their issue, you’re on the path to gaining new customers.

How Does SEO Work?

Crucial note: SEO isn’t about deceiving search engines into awarding you a high ranking. Rather, it’s about emitting the right signals that get your high-quality website noticed. Let’s touch on some fundamentals.

Content

There’s a misconception that SEO revolves solely around using the correct keywords. While keywords play a part, obsessing over them can lead to ‘keyword stuffing’, which may result in your site being demoted in the rankings. It’s a delicate equilibrium to maintain!

Search engines are becoming increasingly adept at assessing the quality of content. They verify the uniqueness of content, search for related terms, synonyms, and consider readability. They actively assist you in improving your rankings when your content is high-quality and relevant. But the story doesn’t end here.

Page Structure

Websites are composed of HTML code, and how this code is utilised will influence how efficiently search engines can ‘read’ a site and evaluate its content. Titles, URLs, and headers are among the most significant signals your website broadcasts. Moreover, your entire site must be ‘crawlable’ to aid search engine algorithms in understanding it, improving your chances of ranking well.

User Behaviour

Finally, search engines look for indicators that users found your content valuable. One major signal is other websites linking to your content, but other signs are also important. For instance, did users stay on your site or quickly ‘bounce’ elsewhere?

Types of SEO

To locate this article, you may have used a search term like “What is SEO in marketing?” Search engine algorithms would have ranked it already, but its title and content are just part of the equation. Four types of SEO deserve consideration.

On-Page SEO

On-page SEO is more complex than it initially seems. Besides inspecting your title tag, URL structure, and the originality and relevance of a page’s content, search engines also evaluate various other elements.

For instance, images aren’t simply decorative. Search engines look at their titles, file names, captions, and alt text. They’ll also scrutinise your internal links and the anchor text you’ve chosen for them – even your meta-description doesn’t escape their gaze.

Off-Page SEO

When a reputable website outside your own decides to link to your site, it signals to search engines that you provide value. Online reviews also play a part, and your Google Business Profile will be closely examined, as will third-party review sites like Yelp.

Brand signals, such as people actively searching for your business or engaging with you on social media, tell search engines that you’re a going concern. They can “see” that people are interested in what you do, giving your content a slight boost.

Local SEO

Dreaming of being a local legend? Regular SEO can grab the attention of users nationwide, or even globally, but local SEO targets people in your locality.

This involves maintaining accurate information on your Google Business Profile and local business listings. At a minimum, your business’s name, address, and phone number (NAP) should be correct wherever they appear. Also, your NAP should be visible on every page of your website, helping search engines to identify your locality and making it easy for prospective customers to reach out.

Technical SEO

In comprehending what SEO is and how it works, we must factor in the user experience from a technical standpoint. Websites that are slow, riddled with technical errors, or only display well on a PC will be downgraded in the rankings. If it’s frustrating or challenging to navigate, search engines won’t favour your site.

The Role of SEO Marketing

The objective of SEO marketing is to attract more customers by enhancing your online visibility using SEO techniques. Of course, many other businesses have the same aim, so you need a smart, professional strategy to secure the best outcomes.

This involves keyword research, competitor analysis, and a thorough audit of your website to identify potential improvements. Remember, it requires expertise and experience to be successful.

The Impact of Good SEO

As your website ascends the search engine rankings, you’ll enjoy an influx of visitors. Your ideal customers will select your business or keep it in mind for future reference. Other websites will take notice and start linking to your content, boosting your exposure and rankings, and ultimately translating into more customers and a healthier bottom line.

Having an effectively invisible website to your target market is pointless. To gain the visibility your business merits, you need exceptional SEO, and for that, you need the right SEO professionals.

What do you want your website to accomplish for you? Our SEO specialists at Digipertion, based in Bogor – Indonesia, can assist you in reaching your goals. As one of the Indonesia’s top SEO agencies offering flexible 3-month SEO campaign packages starting from just $1,000/month, Digipertion is ready to help you increase awareness, leads, and sales for your website through SEO. Contact us today.