What is SEO?
- Andew Wiest
- Dec 25, 2024
- 6 min read
Updated: Jan 13
I have client ask me all the time, "What is SEO?". At first, it seems like on of those daunting terms that only those with formal education may be able to understand and use. But that's simply not the case! There are so many different things you can do to improve your site's SEO, and here's how!
SEO stands for Search Engine Optimization. This is a term that is used to refer to the set of practices that can improve a website's visibility and ranking in search engines, such as Google. The entire goal of optimizing a site's SEO is to rank higher on search engines. This helps bring traffic into your website!
When it comes to uploading a website, I like to tell my clients that it isn't just about how the site looks, but also about how browsers will understand the information on your website. For example, to receive views on this article, I have to follow certain steps to teach search engines to understand the information. That's why you're here!
Are there different types of SEO?
There are 3 types of search engine optimization. SEM and PPC are two of the other types of strategies used by marketers to drive website traffic. When talking about optimizing a website, it is important to distinguish between these 3 methods.
So, what are the differences?
SEO, or Search Engine Optimization, prioritizes driving organic results from search engines. This means that while it is technically free, a skilled digital marketer, or educated reader, must put effort and thought into their website layout and the optimization they put into their site. We'll talk more later in this article about how to optimize your website SEO.
SEM, or Search Engine Marketing (often referred to as Search Marketing), is a mix of both SEO and PPC. Unlike SEO, SEM does require a financial investment as it prioritizes both organic and paid results from search engines.
PPC, or Pay-Per-Click, is all a money game. When you search online for a certain product or service, and a website shows up at the top of the list with an ad label, that company is using PPC. Each person who clicks on their website represents a "click." The company that owns that website in turn pays for each person who clicks their ad.
Though SEO does not require financial investment, designers and marketers often charge for their time and personal investment into a website's optimization. Because of this, it is important to understand that organic search optimization isn't always free.
Which is best?
This question is often debated over by designers and marketers. The truth is, they are all valuable! Organic and paid optimizations can, and if done correctly, will increase a website's traffic.
When arguing SEO vs. PPC, it is hard to pick one side. While SEO requires little financial investment compared to PPC, it can't help you when compared to ad listings at the top of a search result.
Truly, if a business is financially able, I think it is important to use both methods to increase site traffic.
Why should I opt for SEO optimization?
The entire purpose of a website it to become visible. Whether it is trying to sell a product or service or simply getting your voice heard through a blog, your number one goal is to be found. Think about it, what's the point of a website if nobody sees it?
In 2024, 53% of web traffic came from organic search.
SEOInc.com, Garry Grant
With this, the higher you are in search results, the more likely a person is to click on your website. When was the last time you personally read an article that wasn't in the first list of results from your browser? It rarely happens.
In today's modernizing world, information is at our fingertips. All it takes is a simple browser query to find the information we need.
This is why SEO is important. Your goal is getting found, and my goal is to help you with that!
What are the types of SEO?
There are three important specializations with SEO.
Technical SEO: optimizing site speed, usability, and other technical aspects
On-Site SEO: optimizing the content
Off-Site SEO: enhancing brand awareness and recognition and increasing demand
Technical Optimization (Technical SEO)
Optimizing the technical aspects of your website is incredibly important. It is almost like architecture. Everything has to be designed with a certain intent, but it has to make sense.
When a website is uploaded to the internet, search engines "crawl" over your website to learn and understand it. They learn how quickly your website loads, how organized the information is, how user-friendly it is, and the URL-structure.
Essentially, a search engine will look over your website to see how easy it is to use your website. After all, search engines are designed to give users information that is quick and easy to learn.
There are many different things that go into technical optimization which is why it is very important when creating a website.
Content Optimization (On-Site SEO)
Not only do you need to optimize your website for search engine "crawlers," but also the people who will use it. This means that search engines should be able to understand not only your website but also the people you are trying to target.
When optimizing for search engines, you should consider using:
Title tags
Meta descriptions
Open graph titles
Open graph metadata
Image alt text
When optimizing content for people, you should make sure the website:
Is unique or original
Is well-written and doesn't have grammatical errors
Includes images and videos
Covers relevant topics to the purpose of your website
Uses keywords
Is unique or original
Looks good and is easy to follow
Is readable (this includes using different font sizes, bold, italics, reading levels, etc.)
Brand Awareness (Off-Site SEO)
Brand awareness is incredibly important when it comes to building site traffic. While it technically isn't a form of SEO, it is still important.
Your first step under this category should be link building. This happens when your website is listed in many different places on the internet, like Yelp, BBB, Google My Business, social media, etc. This increases the odds that a person will find your website.
Not only this, but it builds trust. If a person isn't confident in your website, they can search the name of your website and find other reputable sources listing your website. This helps increase our rankings as well as your reputation.
There are other things that you can do within your community to help build brand awareness. Advertising in a local newspaper or community Facebook page can also be effective. This helps drive local awareness which can be helpful when it comes to building a connection with clients or readers.
I also encourage brands to join their local chamber of commerce. This is an amazing way to get your foot in the door and tell people in your area that you exist (assuming you are a business or organization). Plus, you often aren't locked into membership, meaning that if you aren't benefiting, you can simply leave!
Important things to consider are:
Brand building: Maybe you have a jingle, song, or amazing logo. This helps build recognition.
Social media marketing: Always consider getting on social media at least once a week to post an update or advertisement to your page.
Listing management/staff: This is something important to add to your website. Listing your management or staff helps build credibility.
Ratings and reviews: Always keep up on your reviews. Whether it is on Google My Business, Facebook, or elsewhere, always encourage your customers to leave honest reviews. Feel free to respond to comments, but keep it professional! Remember anyone can see this.
Content marketing: This is similar to social media marketing. Maybe you are a good speaker. If so, consider starting or joining a podcast or even giving a speech at a convention or meeting.
Each of these listed items is important to building brand awareness.
Conclusion
SEO is very important for every website. It deals with your public and online image, as well as how you are found. At the end of the day, the goal of a website is to be found and used. That is why SEO is important.
If you are struggling with creating a website that WOWs, feel free to contact me for a consultation. I love to chat with people and help my clients reach their goals!
