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SEO(Search Engine Optimization)

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Search engine optimization is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results and excludes direct traffic and the purchase of paid placement.

Despite the acronym, SEO is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

Search engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query. Today, search engine results pages are often referred to as “SERPs”, which are filled with both more advertising and more dynamic organic results formats (called “SERP features”) than we’ve ever seen before. Some examples of SERP features are featured snippets (or answer boxes), People Also Ask boxes, image carousels, etc. New SERP features continue to emerge, driven largely by what people are seeking.

While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. SEO is also one of the only online marketing channels that, when set up correctly, can continue to pay dividends over time. If you provide a solid piece of content that deserves to rank for the right keywords, your traffic can snowball over time, whereas advertising needs continuous funding to send traffic to your site.
There are two types of SEOs. “White hat SEO” refers to SEO techniques, best practices, and strategies that abide by search engine rules, its primary focus to provide more value to people. “Black hat SEO” refers to techniques and strategies that attempt to spam/fool search engines. While black hat SEO can work, it puts websites at tremendous risk of being penalized and/or de-indexed (removed from search results) and has ethical implications. Penalized websites have bankrupted businesses. It’s just another reason to be very careful when choosing an SEO expert or agency.

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Ultimately, SEO is about working with the search engines. You both have the same goal: providing valuable information to visitors when they need it. Many businesses believe that SEO strategies do not apply to them. Either they see it as too complicated, or they think their brick-and-mortar business doesn’t see any benefit from search engines. Both are untrue. SEO helps your business in many ways and is an essential tool in your marketing and outreach efforts. If you provide valuable information and make it easy for search engines to find and organize it, they will reward you with higher rankings. This increased exposure means more visitors to your pages.

As with most marketing, you want to get your content in front of as many eyeballs as you can. Especially when your audience wants what you have, and SEO is a great tool for targeting.

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Syed Abu Rayhen
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