What is Search Engine Optimization?

search engine optimization

Search engine optimization (SEO) refers to any series of activities undertaken to increase the visibility of a website in search engines like Google. SEO includes both on-page and off-page activities.

Search engines work by understanding a search query and then retrieving pages that best match it using complex algorithms to search and rank web pages.


At the core of any SEO strategy lies keywords. This involves identifying terms people search for frequently and then developing content to address those needs, whether through optimizing existing or creating new pages. Quality content provides better user experiences while increasing shares on social media networks as well as links from external websites.

Search engines work differently from each other than many people think; their purpose is to provide users with the best search results possible for any given query. If someone searches “quick and easy homemade mac and cheese,” Google will invest all its resources in providing an excellent recipe from across the web – not looking for fastest or simplest recipes first or toss out stores selling frozen versions as “faster or easier options”.

Consider also the semantics of each keyword you choose, for instance someone who ardently supports their football team might use different search terms than someone just getting into football. A tool such as Ubersuggest can help identify related words and phrases which could be used during searches – helping create an extensive keyword list.

Technical optimization is another integral element of SEO, including making sure a site is mobile-friendly and loading quickly, using XML sitemaps to make search engine spiders’ jobs easier, or employing schema markup to specify content meaning and improve how it appears in SERPs (search engine result pages).

Conversion rate optimization is an integral component of any SEO strategy, using techniques such as A/B testing to make changes to websites and measure their impact on customer conversion rates. Landing pages specifically tailored towards this end can also help facilitate conversion rate optimization.


Content is at the core of search engine optimization. Writing compelling, useful and pertinent material for your website is vital if you wish to rank highly in search engines; writing engaging pieces also attracts links from other sites which is one of the biggest indicators of its ranking in SERPs.

Search engines rely on several components when ranking websites, including keywords, content and page structure. SEO copywriters need to have an in-depth knowledge of these factors so as to provide SEO content that fits with search engine requirements.

At the core of SEO-friendly content creation is identifying keywords your audience is searching for – this requires research and keyword analysis – then writing can begin! Once all of the necessary words have been identified, writing must begin!

An effective way to organize your content and help search engines understand it is through the use of title tags, meta descriptions, heading tags, URLs and schema markup. These elements will inform search engines what your content is all about and how it should be ranked.

Title tags are used to identify web pages in search results, appearing directly under their link. A good title tag should be short and descriptive while including key terms that match search queries; 50-60 characters is ideal.

Meta descriptions provide a concise summary of a web page’s content, serving to generate search results snippets that appear in search results pages. A good meta description increases your chance of content being clicked upon.

Heading tags are used to indicate the main topic of a webpage and are important tools in terms of SEO as they inform search engines of which words or phrases are most pertinent to that subject. A proper balance is crucial; having enough heading tags that contain relevant keyword or phrases will enhance a site’s ranking and will lead to greater search engine visibility.

The Hummingbird update of 2013 was intended to focus on language processing and semantic understanding of pages, giving priority to conversational search results. Because of this focus on quality content that ranks well in Google and attracts paying clients or customers to your online business.


Search engines use robots to crawl web pages and download and store them in an index database, then when a user enters a query they return results that fulfill that intent. Quality of pages and relevance are assessed by algorithms which take into account various factors like keyword matches in page content, number and strength of inbound links and semantic signaling techniques that look at context of search terms to provide the most appropriate webpages.

Search engine optimization involves making website content easier for search engines to read and comprehend, often by including text and elements that clarify its topic and relation to other pages on the website. Header tags (H1-H6) help engines recognize important topics on a page’s content while internal links provide Google with another way of exploring your site; their anchor text informs both visitors and Google about where the link will lead.

Relevant web content tends to rank higher on search engine results pages (SERPs), so businesses strive to increase their visibility on SERPs so as to attract more customers and promote business expansion.

SEO involves many technical and marketing decisions that take time to bear fruit, yet when done right can bring long-term benefits by increasing the probability of appearing in search engine results pages. All SEO practitioners should follow some general principles when performing their search engine optimization strategies – for instance using appropriate keywords, creating useful links, updating content regularly and considering user experience when developing SEO strategies.


Search engine optimization can be an infuriatingly complex undertaking, yet its lasting benefits could significantly enhance website traffic and customer base in the long run.

Although technical aspects of SEO are essential, understanding your audience is just as crucial. If your website fails to fulfill their needs, no amount of SEO will get it to the top of Google results pages.

To effectively understand your audience, it helps to think like them. What words and phrases would they type into a search engine? Developing a seed list based on those search terms will enable you to better craft and optimize your content; you can then measure its success via metrics such as traffic volume or dwell time to understand whether your content meets its audience’s needs effectively.

Google Analytics makes it possible to monitor how many visitors come to your website and their length of stay, giving an indication of its usability and relevance. Furthermore, by setting up conversion tracking in GA you can track exactly how much of this traffic converts to sales or leads.

Search engines are one of the primary methods by which people find websites online. Each day, billions of searches come in to these search engines and they deliver highly pertinent results in response. To achieve this level of relevance, search engines survey and “understand” all the websites in the web through algorithms which determine which page best satisfies a query – the interactions people have with these results then inform how effective each result page was; ultimately factored back into their algorithms as needed.

Major search engines provide information and guidelines to assist website owners in optimizing their websites for search engines, with some even sponsoring or hosting conferences and webinars on SEO. They are also frequent hosts of social media chats and forums where individuals can ask any queries they may have about optimizing a site for search engines.