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Introduction to Search Engine Optimization
What is SEO?
SEO or Search Engine Optimization is the process or science (and sometimes an art in itself) of
maximizing the visibility of websites in search engines, in the results they
generate and getting the optimum level of relevant traffic directed to one’s
site, thus the word optimization is used.
This
involves a lot more than one would have guessed, from the way that a site is
structured, the manner in which it connects to other websites, to the words
used in the main areas of the website.
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It
is common knowledge and now statistically proven that the higher up or earlier
a website appears on a search engines results page, the more traffic it is
likely to get from the users of that search engine.
The
second factor to influence traffic is frequency of appearance on the results
page, or how many times a certain website appears on a search engine’s results
page.
The primary or basic goal of search engine
optimization is to maximize both these aspects of appearance to direct more
traffic towards a website from a search engine.
Search
engines use internet bots called ‘crawlers’ or ‘spiders’ to index websites on
the World Wide Web and keep their indexes updated. This process is called
crawling or to put it in easier terms, crawling is the process of reading and
cataloguing websites on the internet.
In collaboration with these spiders,
algorithms are written to generate results from the indexes created by these
internet spiders.
The
process or methods through which, firstly, a website is made easier to index
for a search engine’s spiders and secondly, made as responsive as possible to
the algorithms of search engine, is what a large part of search engine
optimization is all about.
Remember, SEO deals with
improving the ‘organic’ or ‘natural’ results that a search engine generates for
one’s website.
Organic here means that the
results are not optimized through paying the search engine as is done in ad
based optimization to get paid or sponsored results, which involves different
set of strategies or tactics, as well as payment. That is another search engine
marketing methodology altogether.
Before
we move on towards understanding how SEO achieves the above mentioned
objectives for a website, let us look into a more basic question – why does a
website need SEO to begin with?
Why it matters?
Although
it is possible and necessary to generate traffic, get recognition and build
interest for your website through social media, advertising and other forms of
traffic to attract visitors to a website, search engines are the backbone of
any website’s publicity and visibility.
This is due to two major reasons
Firstly,
search engines are the virtual highways through which the majority of internet
traffic flows and finds its destinations.
According
to Forbes magazine, at the end of 2013
Google made up 40% of all internet traffic. And that is just Google alone.
So if a website is not doing well in its relationship with search engines, it
is literally missing out on the majority of the traffic found on the internet.
Secondly,
an essential quality of search engines is their ability to generate and direct targeted traffic towards a website –
in easier words, visitors who are interested in exactly what a certain 13
Website has to offer. These
targeted visitors, that a search engine provides a website, are an
indispensable component of success on the web and the growth of a website,
since they can be (and mostly are) a single major source of publicity, exposure
and revenue to a degree that no form of marketing can ever compensate for.
Thus, investing in SEO is crucial to the prosperity of any internet venture due
to stakes involved.
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