SEO is one of the most popular terms of digital marketing. It is also one of the most effective ways of promoting websites. Let's look at what SEO is exactly and which processes and actions are included in this term.
The term SEO is an abbreviation of "Search Engine Optimization". It is the process of attracting traffic through "organic" or "free" search results to search engines such as Google.
All major search engines such as Google, Bing and Yahoo categorize the different websites in their search results, depending on the keyword or phrase that each user searches for. Page classification is done using complex algorithms that take dozens of factors into account. The goal of these algorithms is to offer the most relevant websites to each user of the search engines, based on their search.
The above procedure concerns so-called organic results and is quite different from the process of sorting paid advertisements in the corresponding searches.
What does SEO involve?
Search Engine Optimization includes all the practices that will help a site increase its traffic from search engines. We could divide the various SEO tactics into on-site and off-site.
On-site SEO: On-site SEO refers to practices that aim to improve the effectiveness of a website in terms of content, structure, design, and technical implementation.
Off-site SEO: Off-site SEO refers to practices that are not applied to the website, but outside of it, and mainly concern how "important" and "trustworthy" is considered a website by a search engine.
For example, the number of backlinks a site has, its popularity and the way it shares its content with social media - the importance of which is constantly increasing about how important Google thinks a website), its traffic , but even the eponymous references to it, can significantly affect the performance of a website in search engines.
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