Would you like to learn all about SEO or Search Engine Optimization? Before I explain how SEO works, let me define SEO first, and then we’ll drill down into how it works.
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What is SEO?
SEO refers to improving your website’s ranking in search engines such as Google, Bing, etc., so that people searching for your products or services will be more likely to find them.
Whenever people want to find a product or service, they enter a search query into a search engine like Google, Bing, Yandex, etc, and the related website appears. Therefore, your site must rank in the top-ranking positions in search engines to get noticed. However, according to research, people rarely go beyond the first page of search results. This research indicates the importance of ranking in the top position to gain traffic to your site.
Search engines like Google and Bing usually display paid ads against some queries/Keywords at the top of their results page, followed by regular results. These regular results are also known as Organic Results.
The traffic that comes from SEO is often referred to as “organic search traffic” to distinguish it from the traffic that comes from paid search. In the context of paid search, it’s often called Search Engine Marketing (SEM) or pay-per-click (PPC).
To explain SEO better, let me first share SEO’s importance with some fantastic facts.
Why Is SEO Important?
Organic search is a massive part of most businesses’ website performance and a critical component of the buyer funnel, ultimately getting users to complete a conversion or engagement.
Statista estimates that Google controls over 85% of the search engine market, including 943 billion searches this year (and counting). To take full advantage of these enormous numbers of organic searches, Search Engine Optimization (SEO) is crucial. As a result, SEO is becoming an increasingly important factor in competitive markets today.
In recent years, search results have evolved to provide more direct answers and information, which keeps users on the results page rather than directed to other websites. In addition, the search results can also include rich results and Knowledge Panels that provide users with more information about your company directly from the search results. In this way, you benefit from rich results and knowledge panels through search engine optimization.
Here are some reasons why SEO is essential for your business.
- Typically, organic search is an essential website traffic source. According to the research of BrightEdge, SEO drives 1000%+ more traffic than organic social media. So high visibility in Google and other search engines always benefits a brand. Therefore, An SEO strategy that produces quality results and a high-quality website will take brands there to get Traffic & Conversions.
- Users trust search engines, so having a website at the top of the search results for the keywords they are searching for increases the Trust and Credibility of the website, and due to brand trust, the website get more leads. 60% of marketers say their highest quality leads come from inbound (SEO, blog content, etc.) and have a close rate of 14.6%. (Hubspot)
- It is essential to optimize Website SEO to Influence The Buying Cycle. With SEO, you can gain an advantage over your competitors. For example, in the case of two websites selling the same product, the search engine optimized website is more likely to have more traffic and make more sales.
- A local SEO strategy increases Brand Awareness, Engagement, Traffic, and Conversions within a specific vicinity. In Google searches, 46% of users search for local information. Additionally, 72% of consumers who conducted a local search visited a store within five miles (Source: Hubspot). So, It is easy for people to find you, which puts them one step closer to making a purchase. In today’s world, it has become an integral part of the success of small- and medium-sized businesses.
- Compared to other marketing tactics like paid promotions, paid ads, etc., SEO is a comparatively low investment and very Cost-Effective for your business. A survey by Search Engine Journal found that 49% of marketers believe organic search has the highest return on investment.
It’s time to dive into the specific steps and tactics of SEO, but before we do, it’s essential to understand how search engines (especially Google) function.
How Search Engines Works
A search engine is a software that searches online databases for information according to a user’s query. Search engines provide users with results based on what they are looking for. Today, there are many types of search engines, but Google Search Engine is the most popular.
Google’s algorithms organize and rank content using relatively complex processes (called algorithms). These algorithms consider hundreds of ranking factors to determine the ranking of a particular webpage. A search engine organizes digital content into a results page. The search engine’s results pages (SERPs) should provide searchers with satisfactory results.
How Do Search Engines Rank Websites?
Search engines rank websites according to how well your web pages compete with other web pages for a particular keyword. Web pages follow the best practices, rank at the top positions, and outrank every other competitor’s web page.
To rank a website, search engines like Google follow three basic steps. They are as follows:
A search engine crawler also called a spider, robot, or bot is a program that automatically crawls web search results. Search engines use this automated browsing to add pages to their index by reading pages via crawling. A crawler visits a website, scans its information, copies the entire content, and stores it on the search engine.
Indexing occurs after crawlers investigate the content of web pages and links. Indexing is the process by which search engines (such as Google) organize and store online content in a central database. After analyzing and understanding the content, the search engine will present the results in ranked lists on its Search Engine Results Pages (SERPs).
An SEO ranking refers to a website’s position in search engine results. When you type something in the search box, Google will display the most relevant websites (from the index). Search engine rankings depend on various factors, including the content relevancy to a search term, Website Authority, the number of backlinks pointing to the site, and much more.
Location and language also play a vital role in ranking. For example, a search in London will produce different results than one in California, United States. It happens because Google’s robots crawl different pages at different times and continuously update their index.
Types of pricing for SEO website promotion
During the contract negotiation process, the agency and the client determine how much the website promotion will cost. It is a fixed monthly payment that the customer makes to the contractor regardless of how the project turns out. However, according to the industry and website’s current statistics, the contract duration and monthly charges vary.
Position promotion begins with forming a semantic core for a website. In the next step, the SEO Person creates a list of search queries related to the subject of the web resource. Next, clients can select priority keywords; Optimizers work on those keywords to rank on targeted positions (Top 10). There is a subscription fee for the work and a bonus for success.
SEO by traffic
An optimizer builds the semantic core of a website at the beginning, similar to the Fixed Payment Process. However, a payment is not made for the site’s position for specific keywords but rather for targeted traffic growth. Payment and traffic are calculated before the work begins, and it may vary with the nature of the websites.
Payment for targeted actions
In Targeted Action based SEO promotion, A bonus is paid only if the desired target action is achieved via organic traffic, e.g., filling out a form, calling, adding to a cart, etc. Therefore, it is best suited and result-oriented but is more expensive.