What Is SEO? A Quick Guide To Search Engine Optimization

SEO means "search engine optimization". This is the process of obtaining traffic from "free", "organic", "editorial" or "natural" search results in the search engines.

All major search engines such as Google, Bing and Yahoo show the main search results. Web pages and other content, such as videos or local listings, are displayed and classified according to what the search engine considers most relevant to users.

What Is SEO?

Search engine optimization (SEO) involves increasing the number and quality of visitors to a website by improving the ranking of algorithmic search engine results.

Research shows that websites on the first page of Google receive almost 95% of clicks and studies show that the results at the top of the page generate a higher percentage of clicks (CTR) and more traffic.

How does SEO work?

Google (and Bing, which also feeds Yahoo's search results) mark their search results to a large extent based on the relevance and authority of the pages tracked and included in their web index, so the user's query is the key .

Google uses more than 200 signals to evaluate the results of its research and SEO covers technical and creative activities to influence and improve some of these known signals. It is often helpful not to focus too much on individual ranking signals and on Google's broader objective of providing the best answers to its users.

Therefore, SEO is about ensuring that a website is accessible, technically correct, uses words that people write in search engines and offers an excellent user experience, with useful and high quality expert content that helps answer the user's request

Google has a large team of research quality evaluators who evaluate the quality of search results and are enriched with an automatic learning algorithm. The recommendations of Google's research quality reviewers provide many details and examples of what Google classifies as high and low quality content and websites, and emphasize rewarding sites that clearly demonstrate their experience, authority and trust (EAT ).

Google uses a hypertext link algorithm (called "PageRank") to calculate the popularity and authority of a page. Although Google is much more sophisticated nowadays, it is still a fundamental signal for the ranking. Therefore, SEO can also include activities to improve the number and quality of "inbound links" to a website from other sites. Historically, this activity is known as "link building," but in reality it is promoting a brand that focuses on the Internet, for example, through content or digital public relations.

Relevant and reputable websites that reference a website clearly indicate to Google that it may be of interest to its users and that it can be trusted to appear in the search results of relevant queries.

How to do SEO

SEO involves technical and creative activities that are often grouped under the terms "referral to the site" and "referral to the site." This terminology is quite old, but it is useful to understand why it divides the practices that can be performed on a website and outside a website.

These activities require experience, often acquired by many people, because the skills needed to take them to a high level are very different, but they can also be learned. The other option is to hire a professional SEO agency or an SEO consultant to help you in the required areas.

SEO on the site

Onsite SEO refers to the activities on a website to improve organic visibility. To a large extent, this means optimizing a website and its content to improve accessibility, relevance and user experience. Some of the typical activities include -

  • Keyword research: analysis of the types of words and the frequency that potential customers use to find branded services or products. Understand your intentions and the expectations of the users of your research.
  • Technical audit: make sure that the website can be analyzed and indexed, that it is correctly directed to the geolocation and that it is free of errors or barriers related to the user's experience.
  • On-site optimization: improves website structure, internal navigation, page alignment and content relevance to help prioritize key areas and guide relevant search phrases.
  • User experience: ensuring that the content reflects experience, authority and trust, is easy to use, fast and, ultimately, offers the competition the best possible user experience.

The above list only provides a snapshot of a small amount of activities involved in SEO on the site.

SEO off site

Off-site references refer to activities carried out outside a website to improve organic visibility. This is often referred to as "link building," which aims to increase the number of reputable links on other websites because search engines use them as a score as a vote of confidence.

Links to websites and pages with more confidence, popularity and relevance will make a site more valuable than an unknown site that has not been approved by the search engines. The quality of a link is therefore the most important signal.

Some of the typical activities include -

  • Content ("Marketing"): known websites refer to exceptional content. Therefore, creating amazing content will help attract links. This can include a guide, history, and visualization or computer graphics with compelling data.
  • Digital PR - PR provides other websites with reasons to talk and create links to a website. It can be an internal news source, write external publications, research or original studies, interviews with experts, appointments, product placement and much more.
  • Awareness and promotion: this involves communicating with journalists, bloggers, influencers or key webmasters about a brand, resource, content or public relations to obtain coverage and, finally, links to a website.

Obviously, there are a large number of reasons why a website can be linked to another site and not all fit into the previous categories. In general, if a link is valuable, consider the quality of the reference traffic (visitors can click on the link to visit their website). If the site does not send visitors or if the public is not related or is not relevant, it may not be a link that must be followed.

Keep in mind that link schemes, such as link purchases, excessive link exchange, low quality directories and articles designed to manipulate the Google ranking, go against your recommendations and Google. You can act by penalizing a website.

The best and most sustainable approach to improving incoming links to a website is to win them, giving websites authentic and compelling reasons to quote and link to the brand and content that matches their identity. Product or service provided or content provided create.

Resources to learn SEO

There are many useful resources on the web to help you learn more about SEO. Some of the key resources we recommend are the following.

  • SEO Start Guide - from Google
  • Guidelines for Google search quality assessment - Google
  • SEO Beginner's Guide - by Moz
  • Guide for beginners to create links - From Moz
  • Beginner's Guide to Content Marketing - De Moz
  • SEO Spider Tool - Screaming Frog
Do you need help with your SEO?

Screaming Frog is an SEO agency that carries out highly successful SEO campaigns in the most competitive sectors, using a unique combination of technical and creative skills.