SEO made simple
What is SEO and why do I need it?
By Lefts Australia
What SEO means?
SEO means search engine optimization.
What is SEO?
Search engine optimization is the process of improving the visibility of a website in the organic results on Google. There are more search engine tools but let’s be honest, they represent so little in Australia and most western countries.
Where does the term SEO come from?
The first search engines emerged in the early 90s. The Web boom began and many businesses realized that money could really be made from them. So they came to the conclusion that they needed to attract more traffic.
What was the best method of attracting traffic? Search engines. At that moment the owners of the webs began to think about how they could reach the first positions organically on Google (not ads):
Why is SEO important?
The most important reason SEO is necessary is that it makes your website more useful to both users and search engines.
Although they still cannot see a web page as a human does, SEO is necessary to help search engines understand what each page is about and whether or not it is useful to users.
SEO is the best way for your users to find you through searches like Google in which your website is relevant. These users look for what you offer them.
Reasons to invest in SEO
SEO brings high-quality leads
SEO will make it easier for your clients to find your business
SEO builds your brand
SEO gives credibility and trust
SEO is for the long term
SEO is measurable
SEO is cost-effective
SEO is the only thing better than paid traffic
How to succeed in SEO?
Although there are thousands of factors that a search engine relies on to position one page or another, it could be said that there are two basic factors: authority and relevance:
- Authority is basically the popularity of a website. The more popular it is, the more valuable the information it contains. This factor is the one that a search engine takes into account most since it is based on the user’s own experience. The more content is shared, the more users found it useful.
- Relevance is the relationship a page has to a given search. This is not simply that a page contains a lot of times the search term (in the beginning it was like that) but that a search engine relies on hundreds of on-site factors to determine this.
The operation of a search engine can be summarized in two steps: Tracking and Indexing.
A search engine roams the web crawling with what are called bots. These go through all the pages. Hence the importance of a good link structure. Like any user would do when browsing the content of the Web, they go from one link to another and collect data about those web pages that they provide to their servers.
Once they access these websites, the bots look for links to other pages to visit them. Bots are especially attracted to new sites and changes to existing websites.
It is the bots themselves that decide which pages to visit, how often, and how long they will link that website, that is why it is important to have an optimal loading time and updated content.
It is very common that a web page needs to restrict the links from some pages or certain content to prevent them from appearing in search results. For this, search engine bots can be told not to go through certain pages through the “robots.txt” file.
Once a bot has checked up a website and collected the necessary information, these pages are indexed. There they are arranged according to their content, their authority, and their relevance.
In this way, when we make a query to the search engine it will be much easier to show us the results that are most related to our query.
In the beginning, search engines were based on the number of times a word was repeated.
Today they are more sophisticated and base their indexes on hundreds of different things: The date of publication, if they contain images, videos or animations, microformats, etc. are some of those aspects. Now they give more priority to the quality of the content.
Once the pages are indexed, the time comes for the algorithm to act: algorithms are the computer processes that decide which pages appear first in search results.
After the search is done, the algorithms check the indexes. This way they will know which are the most relevant pages taking into account the hundreds of positioning factors.
Black Hat and White Hat SEO? Whaaat?
Black Hat SEO: It is called black hat to the attempt to improve the search engine positioning of a web page using unethical techniques or techniques that contradict the search engine guidelines.
Some examples of Black Hat SEO are Cloaking, Spinning, SPAM in forums and blog comments, or Keyword Stuffing. The black hat can provide benefits in the short term, but it is generally a risky strategy, without continuity in the long term and that does not add value.
White Hat SEO: It consists of all those ethically correct actions that comply with the search engine guidelines to position a web page in the search results.
Since search engines give greater importance to the pages that best respond to a user’s search, the White Hat includes the techniques that seek to make a page more relevant to search engines by adding value to its users.