What is SEO?
There are several ways to appear in search results. First, you can buy ad space. When someone clicks on your ad, your company is charged. On the other hand, organic search optimization refers to the results on a search engine results page (SERP) that are not ads; therefore, you are not charged each time the link is clicked.
SEO is all about increasing your discoverability on search engines like Google. If you’re easily discoverable through Google, that single-handedly increases your chances of gaining more brand recognition and more customers, especially since an incredible 93% of all online experiences start with a search engine.
Showing up organically in search results requires understanding what search engines value and providing that value. What do search engines value? Search engines care about providing the best results to searchers.
How Does SEO Work?
Organic search engine optimization is a combination of two types of strategies – onsite and offsite optimization. Onsite SEO refers to the changes on your business’s website. Everything from the keywords you use on the page to the other pages on your website that you link to comes into play.
Onsite SEO tends to be technical and requires backend access to your website (and an understanding of website coding language for best results). The goal of onsite SEO is to adhere to search engines’ ranking factors and provide a better user experience.
Offsite SEO refers to information about your business that is not on your website. For example, your business’s Google My Business and Facebook profiles play a role. Proper offsite SEO strategies should include link building, directory optimization of your business listings, and obtaining online reviews.
In order to improve the chances of your business reaching your target audience, you need strategy that addresses both onsite and offsite SEO, including review tracking and curation.