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What is SEO (Search Engine Optimization) and how does it work?

September 29, 2023
Home / What is SEO (Search Engine Optimization) and how does it work?

In a world with over 8 billion people, there are over 5 billion internet users. That makes the internet the most efficient marketing platform. But how does the internet find the content that matches your search? Why does it give priority to some pages? In this article, you will learn what SEO is, why it is important, and why you need SEO services to improve your site’s reach.


What Is SEO?


SEO is an abbreviation of Search Engine Optimization. This is the process of optimizing content relevance, the website’s technical configuration, and link popularity. The purpose is to make the website more relevant and popular. In this case, users get a better experience while websites get more clicks and better ranking on the search engine.


Types of SEO


digital marketing creating SEO strategy while doing data analysis


These are the three types of search engine optimization:

  • Technical SEO: This is improving the technical aspects of a website, such as loading time
  • Off-site SEO: There are external signals that improve the site’s authority, such as backlinks
  • On-site SEO: These are optimizations that improve the site’s relevance and ranking. For example, building content with relevant keywords


Let’s Break This Down


Technical SEO


Technical SEO works on factors from the site that will influence ranking based on user experience (UX), crawlability, indexation, optimized tagging, site architecture, mobile optimization, site speed and more.

It starts with building an architecture that is easy to crawl. Good technical SEO helps search engines understand and present your content to the right audience. It also helps users (the audience) interact easily with your site. Difficult navigation, slow loading speed, and broken images or links, are examples of “bad technical SEO.”

Some aspects of improving technical SEO include:

  • Fixing duplicate content
  • Guiding Google to crawl your website
  • Installing structured data
  • Improving mobile friendliness
  • Optimizing code and file size
  • Having clear XML and HTML sitemaps
  • Removing broken links
  • Auditing the site, and implementing solutions

Technical SEO aims to improve user experience and how search engines crawl your content. Other technical aspects influencing technical SEO include the content management system (CMS), site security, and web hosting services.


Off-Site SEO


These are factors of your site that influence its relevance. The main implementation is to have high-quality backlinks that point to your site. To build your off-page SEO, you need to put content on your website that aligns with the information which external websites are linking to you from. This improves your domain authority. In simpler terms, your content ranking depends on how authoritative your site is. Being authoritative means that other internet users have found your content credible and helpful and are essentially recommending it to others by linking to it.

Other aspects of improving off-site SEO are:

If you don’t get any visits to your site, it means nobody is “talking” about it. So go ahead and improve your off-page SEO to get impressions, clicks, and conversions.


On-Page/ On-site SEO


On-site SEO focuses on your website content. This is building readable and comprehensive content that is considered “helpful” by search engines.

These are aspects that improve your on-page SEO:

  • Performing good keyword research
  • Assigning target keywords to specific target pages
  • Optimizing page titles to the target keywords
  • Adding fresh content to blogs
  • Using the right HTML tags to add structure and an optimized hierarchy to the content
  • Developing a content strategy: You need to develop optimized content to target specific keywords to cater to the right audience. You also need blogging to get quality content free from errors and fluff


Other Types of SEO


The search engine results pages (SERP) respond to a query based on the user’s keyword phrase query.


man checking his mobile device showing search engine results


To increase your site’s visibility, you need to optimize:

  • Image SEO: Give your images optimized alternative text tags. This tells Googlebot what the image is about when filling the image’s alt text relevant to the page’s target keyword(s)
  • Video SEO: This is optimizing parts of the video such as schema markup, the title, URL, tags, and description
  • Mobile SEO: A study shows over 86% of the population owns a smartphone. Priority should be put on ensuring it is easy for mobile users to navigate your site. This work is part of the technical SEO effort to ensure the mobile version is fast and responsive
  • Local SEO:  This is achieved by managing online citations, targeting local keywords, leveraging connections to build backlinks, and setting up a Google My Business profile


The Role of SEO


The ultimate goal of SEO is to rank your website content as organic search results. There are many practices that a company can implement to give their site a priority on the SERPs.


digital marketers celebrating their SEO achievement showing laptop and keywords


These are the roles of SEO:

  • Boosting the domain credibility and authority. This shows that prospective customers will likely prefer your company  for its reputation
  • Improves ranking by optimizing site structure, content, and keyword rankings. This subsequently improves traffic and visibility, which boosts more conversions
  • Improves user experience by optimizing the mobile and desktop aspects of your website. Optimizing helps to achieve user satisfaction, which is an effective user retention practice
  • Helps a business reach a competitive advantage over its rivals


Start the SEO Journey With Kore Media


You can achieve appearing on the SERPs with a proper focus on the SEO aspects above. Search Engine Optimization is a continuous long-term effort that demands experience, meticulous skills, business acumen and expertise. It’s a powerful and lucrative effort that will elevate a brand with the right professional approach. Do you need an upper hand on the SEO front? Talk to us to achieve your goals.