The Importance of Search Engine Optimization

SEO, or Search Engine Optimization, in simple terms is the process of getting traffic to your website or web property from the organic or natural search results on the various search engines (Google, Bing, Yahoo).

This “organic” traffic comes from what is considered the primary search result and is separate from the paid listings that will also show on the search results page. Where your web page is placed in the SERPs (Search Engine Result Page) is determined by certain search algorithms constructed by the various search engines.

The search engine algorithm includes numerous and various factors that can be measured up against your web page to give the search engines an indication to how relevant your site is to the search engine user. Simply stated, the more relevant your web page is to what the user is searching for, according to the search engine algorithm, then the higher your page will appear in the search results.

Of course the ultimate aim of any web page or web property, in terms of natural or organic traffic, is to gain page one listings on the SERPs. This is how natural or “free” traffic can be maximized.

Generally speaking SEO can be separated into two fundamental areas...

“On-Page” and “Off-Page” search engine elements.

On-Page SEO is the process of optimizing all of those elements and content that make up your web page. Unlike Off-Page SEO, On-Page SEO gives you a real level of control over what can make your web page more attractive and relevant to the search engines.

Some of the On-Page elements that can be tweaked in terms of SEO include strategically written content, proper use of headline tags, using properly tagged images, strategic use of page tiles and descriptions, “siloing” the content structure of your website, using efficient and “clean” coding, correctly interlinking the various articles and content on your website, and maximizing the page load speeds.

Off-Page SEO is all those SEO elements and activities that take place “off” your web page or website that has some relation or relevance to your page or site. The sum of these off-page SEO activities can add the weight of relevance, importance, authority, and/or popularity to your web page, and have a bearing on your listing in the natural search results.

Some Off-Page SEO elements and activities include third-party web page and properties linking back to your page (known as backlinks or backlinking), which can be gained from other websites offering “natural” or unsolicited links to your web page, being active on “do-follow” forums, directory and business listings, press release submission, or even “guest blogging” on other websites.

Other off-page SEO factors can potentially impact on your web page relevance include social media activity such as Facebook likes and shares, Twitter mentions and re-Tweets. Being active on the various social media channels is becoming an increasingly important off-page SEO factor.

SEO in 2017 should be all about being active in the various “white-hat” SEO methods. “Black-hat” SEO techniques and search engine manipulation is a thing of the past and should be avoided.