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SEO – Search engine optimization

Search engine optimization (SEO) is a key part of website optimization. Optimization is the customization of a website for better positioning on search engines. In the technological world we live in today, a large number of people seek the answers they need by typing keywords into an internet search engine. Search engines have become an important tool for information retrieval.

By entering keywords, the search engine lists the most relevant sources of information for your query. The first results, i.e. the first web pages on the search engine get 92% of the traffic, while on the second page of the results the traffic decreases by 95%. Customizing a website for a goal has a better search engine ranking, because better ranking leads to better profits.

Before you start optimizing, you need to understand that SEO has nothing to do with the paid ads you see at the top of search engines. SEO, mentioned in one of the previous posts, is a natural way to get higher rankings on search engines, as opposed to paid ads managed by default budgets. Natural results or organic results are those results that appear at the top of the search engines depending on the quality of the site itself and such results i.e. sources are considered as the most relevant and important sources of information. SEO only affects the natural results and every well-positioned website has excellent page optimization.

Page optimization can be done on-site and off-site

Although On-Site and Off Site are different activities, they are inseparable and complement each other. First of all, you need to do On-Site optimization and then go to Off-Site optimization. The combination of On and Off-Site optimization results in long-term, high-quality search engine results. On-Site optimization is completely in your control, unlike Off-Site optimization which is harder to control and is only slightly in your power.

On-site Optimization

All the activities you do on your site to move search engine positioning are part of On Site Optimization.

On Site Optimization has 4 main elements:

  1. Keywords
  2. Title
  3. Link structure
  4. Image Optimization

Keywords are the most important part of any content, and Google insists that the content is still the most powerful ‘weapon’ that can get you to the top of search engines. Keywords are signposts that lead visitors to your site, so their ‘role’ in optimization is crucial. Better keywords mean more visits and therefore higher traffic. Before you begin concrete keyword work, you need to do a research on your site and related pages to get an idea of which keywords are driving the most visitors. After researching, you need to compile a list of keywords and select the ones that are most relevant to your page.

When choosing words, you need to be careful not to clutter your page with keywords. The ‘less is best’ rule applies to keyword selection as well. Flooding the page with keywords that makes a mess of the content is not recommended, as Google recognizes such attempts at manipulation and ranks sites using such techniques very low. When choosing keywords, use the Keyword Planner, which can make your job much easier. One part of the job will be getting the planner to do the job, offering you words related to your service or product, and showing you how much they search on a monthly basis for those words, and it's up to you to come up with a winning word combination for your site. Additionally, keep an eye on keyword density, which tells you how many times a particular keyword is used within the text.

The title is another element of On-Site optimization that you need to pay attention to because titles are the information with which search engines determine search results. The title should include the keyword used in the text, and the title should be concise. Long headlines cluttered with words are not a good choice. Try to “put together” an interesting headline that is also relevant to the content and appealing because it will make a great step toward optimizing your site.

The link structure helps to rank on search engines because the links are visible to users and even manage to influence their behavior. If your link is at first glance clear and compelling, you have done half the work. A good link contains a short description and a keyword that makes it easy for users to understand the content on the page and that's all the link should contain. A short and catchy link is a memorable link.

The content accompanied by the image is more likely to encourage the user to interact. Internet users are visual types who prefer to watch rather than read, so any graphic, any schema or image content relevant to your content is welcome. But in this case it is not necessary to exaggerate. You need to find a good ratio of pictures to text. SEO and images are linked through Image Alternate Text; with which you can include your keyword through image into the content. Image ALT Text helps position the images with respect to individual keywords.

Off Site Optimization

All activities that aim to connect and bring you to your site are called Off Site Optimization.

Off Site optimization is as important as On Site, but it is a bit more difficult part of the job. Off Site optimization is the process of building and managing external links and parameters directed to your site. Off Site is the part of the business that is trust of the “more effort – more success” rule. Why is Google emphasizing the importance of content as a primary means of achieving good results in internet marketing? Because quality content is worth sharing. The number of shares is a good indicator that your content is good. Off Site optimization methods are:

  1. Links to your site from other websites
  2. Social Media Marketing

Both methods have the same goal of bringing more users to your website and generating more traffic. The methods are not simple and require considerable effort because they are not under your control. When working with business partners, ask them to link to your site when you mention your site, and do the same with the media, bloggers, and influencers. Of course, not everyone will do what you recommend, but every mention means a lot to you. For Off-Site optimization, what matters most is the credibility of the pages from which the links that lead to you come from. Do not underestimate bloggers or influencers, they have become a real marketing army that you can benefit from a lot.

Social media marketing is a great way to get people to your site. Don’t hesitate to bring together a community of your supporters to help spread your content. The advantage of this marketing is that you can control the content being shared.

The downsides of Off-Site Marketing are that it is not under your control completely, you should also know that poor quality links greatly reduce the Google Rank we have already talked about. And this time, keep in mind that quality is not about quantity. If you have a large number of low quality pages, your quality decreases rapidly, and if you have a smaller number of quality pages, your quality gradually increases.

Google Site Evaluation

SEO is part of internet marketing, a well thought out strategy that occasionally requires months of work and aims to bring the site in a prominent search engine site. If your site is poorly viewed and ranked it is clearly poorly optimized.

90% of the visits to your site come from search engines and it is obvious what potential is being “hidden” by search engines. Why not use that potential and grow your business? Google uses bots (software robots) that follow links from one page to the next and index everything they find to store all the results in a large database that later retrieves search results. Pages that are more readable by bots are rated more relevant and after the results are at the top of the search. Such sites have the highest traffic from search engines and have excellent marketing to promote their products.

SEO is a legal and Google-recognized technique for improving the position of websites. However, there are permitted and illegal SEO techniques.

Allowed SEO techniques are called ‘White Hat’ and are selected by those who want better positions in the long run and are people-oriented. Unauthorized SEO techniques are called ‘Black Hat’ and are selected by those who want to make a profit very quickly. “Black Hat” is manipulative techniques that attempt to manipulate search such as cluttering a page with keywords, adding text visible only to search engines, inserting keywords and unrelated content, and similar methods.

SEO and optimization take time and information. Pay attention to content because it represents the power in online marketing, but do not overlook any other element of optimization. If you are not skilled enough, leave this procedure to the professionals as mistakes can cost you a lot. A high quality position on search engines increases the traffic and revenue of your business and enables constant and free promotion of your business.

It's worth investing in SEO.