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

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

Search engine optimization

SEO means search engine optimization

SEO is short for Search Engine Optimization and means search engine optimization. SEO is about being at the top of, for example, Google on the keywords that are most common and relevant to your website.

Search engine optimization is a methodology for strategies, techniques and tactics used to increase the number of visitors to a website by getting a high ranking on the search results page of a search engine (SERP) - These can be Google, Bing, Yahoo and other search engines.

It is easy to answer the question why people work with search engine optimization it is simply to be seen better! This generates a greater chance of increasing their income by increasing sales.

Google's algorithms
Algorithms are the rules that govern what you will see online. In order for a website to succeed in gaining a prominent place in the search results, SEO has a habit of trying to adapt the website to Google's algorithms.

Although Google's algorithms remain a secret, people who have used search engine optimization for years still think they understand the most important underlying principles.

Research has shown that the factors in Google's algorithms can be divided into the two main categories described below, which together determine what ranking your site gets:

On-page SEO factors

By on-page is meant all internal factors that can be influenced within the website itself. All possible technical aspects regarding your website are important in order for your website to get as high up as possible in search engines.

With the modern free publishing tool WordPress used to build a blog or website, you get a built-in search engine optimization part. Together with the Yoast SEO plugin, most technical issues should be resolved.

The following factors are very crucial for on-page SEO and for how the ranking is determined:

  • To create a good website structure
  • Website speed
  • Website content

Off-page SEO factors
Off-page SEO is about things that do not take place directly on your website and aims to capture potential customers and visitors. Unfortunately, these off-page SEO factors are not that easy to influence. The most crucial of these off-page factors is the number and quality of links that link to your site.

The higher the quality, and the better the relevant sites that link to your site, the better the ranking will be in Google.

Another off-page factor is your competitiveness in relation to the segment in which your business operates. In some areas, it can prove difficult to get a good ranking because competition in one area may be higher than others. What the market and competition look like for the particular niche you operate in will therefore be of crucial importance for how you position yourself.

Different ways to work with search engine optimization
There are many parts to work with to optimize your website search. One is to have a good overview of the competitors' websites, another is to clearly analyze how the search engine works with the keywords you want to use. Collaborating with others is also an advantage to get higher up in the search rankings. You must also early build a clear strategy for how the website should be built and what you want with it.

Challenges with search engines
Of course, there are also challenges with this work. One such is that different search engines are not clear about how the ranking of the keywords goes. Even if you yourself have a clear picture of this, it can end up that the work you put into your search engine optimization does not generate any increased sales because the ranking takes place in different ways. Maintaining your website is also very important to maintain a good search engine optimization and this requires a lot of ongoing work.

High quality website rank higher
In general, it can be said that a complete website with high quality is often ranked higher than a page that is not optimized. Optimizing and keeping a page in good condition also requires that different competencies work together towards the same goal. It can be designers, coders and people with knowledge in marketing.

Part of the marketing
The work with search engine optimization is thus generally a way of being seen, this means that you should see search engine optimization on your part as part of the marketing. So it means that you can sometimes take part in other forms of ads to strengthen your site's place in the search rankings.

Optimize visibility in search engines

The higher a website ranks in the organic results of a search, the greater the chance that you will get the click and traffic to your website.

Optimize organic search frequency

SEO is also about making the search result relevant to the user's search query so that more people click on the result when it appears in the search. In this process, extracts of text and metadata are optimized to ensure that your information extract is appealing in connection with the search query to get a high CTR (clickthrough rate) from the search results.

The benefits of SEO

Search engine optimization is an important part of online marketing because internet searches are the main way that internet users use to navigate the web. In 2016, over 2.5 trillion searches were conducted worldwide from search engines such as Google, Bing, Yahoo, Baidu and Yandex. For most websites, the traffic that comes from search engines (known as "natural" or "organic" traffic) accounts for a large portion of the total traffic to your website.

Search for search engine

Search results are presented on a list from your chosen search engine, and the higher up on that list a website can get, the more traffic the website will get. For example, for a query, the result for query number one will receive 40-60% of the total traffic for that query, with numbers two and three receiving significantly less traffic. Only 2-3% of users click beyond the first page of search results.

Because of this, many companies and website owners will try to get as high as possible on the search results so that their website appears higher on the search results page (SERP) than their competitors. This is where SEO comes in.

How Search Engine Optimization Works

Search engines like Google use one algorithm or set of rules to decide which pages to display for a particular question. These algorithms have evolved to be extremely complex, taking into account hundreds or even thousands of factors to determine their SERPs ranking.

However, there are three core values ​​that search engines evaluate to determine the quality of a website and how it should be ranked:

Links - Links from other sites play a key role in determining the ranking of a site in Google and other search engines. The reason is that a link can be seen as a quality vote from other sites, as site owners are unlikely to link to other sites that are of poor quality. Websites that acquire links from many other sites gain authority in the eyes of the search engine, especially if the sites that link to themselves are authoritative.

Content - In addition to looking at links, search engines also analyze the content of a web page to determine if it would be relevant to a particular search query. A big part of SEO is creating content that targets keywords that search engine users are searching for.

Page structure - The third core component of SEO is the page structure. Because web pages are written in HTML, the structure of the HTML code can affect the search engine's ability to evaluate a page. Including relevant keywords in the title, URL and header and making sure a website is crawled are steps that website owners can take to improve the SEO of their website.

From clicks to conversions

Search engine optimization can have the potential to dramatically increase the traffic that a website receives, but all that traffic can not help a business grow if it can not convert visitors into paying customers. This is where conversion rate optimization (CRO) comes in.

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Wikipedia information about Search Engine Optimization

Sökmotoroptimering Sökmotoroptimering, från engelskans Search Engine Optimization eller förkortat SEO, är ett samlingsnamn för de olika metoder och tekniker som används för att få en webbsida att på ett organiskt sätt, i kontrast till betald marknadsföring genom sökmotorer, synas så högt upp som möjligt på så många lukrativa sökord som möjligt bland sökresultaten i sökmotorer så som Google, Bing eller Yahoo. Eftersom rangordningen av webbsidor sker automatiskt genom algoritmer kan man försöka att till webbplatsägarens fördel optimera den bedömning av en webbsida som sökmotorerna gör genom att genomföra ändringar i de faktorer som algoritmerna tar hänsyn till.