Search engine optimization (SEO) is the process of making a website more visible in search engine results pages (SERPs) so that more people can find it for free. It combines keyword research, on-page optimization, and link building to raise a site’s ranking for the search terms its customers actually use.
Why SEO matters for website visibility
When SEO is done well, a high-quality page can appear at the top of a SERP and become familiar to its target audience. The average web surfer doesn’t spend hours searching, so pages listed near the top attract the most visitors and the most conversions.
Keyword research: the first step
SEO starts with keyword research. That means examining competitor websites and the search terms potential customers use. Once you know which keywords matter, you can optimize existing content and create new content around them.
A relevant, high-quality title, subtitle, and meta description help people recognize your page in the results. The more relevant your site is to a given search term, the higher its chances of appearing in the SERPs.
On-page content and inbound links
Content on your site should be engaging and include your website’s keywords. Inbound links from other websites, also called back links, are an important aspect of SEO because they boost your website’s ranking in web searches. Without enough of these links, your site may not even appear in Google’s index.
Google’s market share over time
In 2006, there were more than a thousand SEO firms active in the US and hundreds in Germany. That same year, Google accounted for 75% of all searches on the internet. By June 2008, Google’s share of UK searches was between roughly 78.5% and near 90%, depending on the source cited in the original article.
While most webmasters focus their efforts on Google, they should not underestimate the power of other search engines. These search engines use complex mathematical algorithms to determine how relevant your website is.
Why SEO is an ongoing process
SEO is an ongoing process because the algorithms keep changing and the number of websites on the web has changed dramatically since 2003. Doing it wrong can be detrimental to your business, and over 80% of websites on the web were unknown to the average user in 2006, which is why getting listed near the top of the SERPs is so valuable.
Link building is an old-school technique that is still important in today’s competitive environment. The more visible your site becomes, the more traffic, conversions, and business you can expect from the free visitors search engines send your way.
FAQ
What is search engine optimization (SEO)?
SEO is the process of making a website more visible on search engines. It involves optimizing content, keywords, and links so a site ranks higher in search engine results pages (SERPs).
What was Google’s search market share in 2006 and 2008?
In 2006, Google accounted for 75% of all searches on the internet. By June 2008, Google held roughly 78.5% of UK searches in one figure cited in the original article, and near 90% in another.
Why are inbound links important to SEO?
Inbound links from other websites, also called back links, boost your website’s ranking in web searches. Without enough of these links, your site may not even appear in Google’s index.
