SEO Optimization: What It Is and How It Works

SEO optimization, or search engine optimization, is a strategy that allows you to increase your website’s visibility. When a new website appears on the Internet and is first checked by major search engines, its ranking is usually not very high. The main goal of SEO is to elevate it to the first page of results to attract more visitors.

What Search Results Are and What They Look Like

The most popular search engines in the world are Bing and Google, although there are many others. For example, in Russia, Yandex is the most widely used one.

Search results are essentially a list of what the search engine was able to find based on your query. For example, if you google "Birmingham cafe," you will get around 190 million results.

If you are looking for something like "buy a tablet," advertisements from online stores with prices will immediately appear at the top. This is paid advertising. However, it's not just about "who paid more" — the ad section is carefully reviewed to show only reliable websites.

Sponsored results.

Next come the organic results — these are the positions that can't be bought, only earned through hard work. Every website owner dreams of landing on the first page because studies show that most users call it quits after checking out the first results. So, the higher your website ranks, the more visitors you'll attract.

The search engine takes your location into account and delivers results tailored to it. Consequently, the same site might rank differently based on the query's origin.

A snippet is created automatically and includes the site's name, URL, and details — usually taken from the description (the meta description tag, which can be added to each page). But sometimes, the search engine uses some text from other sources, so your description doesn't always show up in the results.

A snippet.

There also are rich snippets that display additional info, such as ratings, contact information, and other useful details.

A rich snippet.

For educational websites, the results look different and include additional elements. In the right column, essential details related to the query often appear.

For example, if you google "solar mass," you will receive information from Wikipedia at the top and on the right, all without visiting the website.

Search engines are in a perpetual state of evolution, offering a plethora of opportunities that streamline searches for users and prompt developers to harness SEO strategies to reach the first page.

A Brief History of SEO

In the 90s, when search sites started replacing old directories, the idea of search engine optimization (SEO) came about. It was like an ongoing battle between SEO experts and search engine creators. SEO experts tried to figure out algorithms and use them to their advantage, while creators aimed for a fair ranking system.

Initially, websites underwent evaluation based on content and keywords. Early ranking methods were straightforward and often favored sites employing tactics like keyword stuffing over prioritizing quality content.

The next step was link-based rankings. In 2005, algorithms like PageRank and Yandex's TIC (Thematic Index of Citation) were developed, bringing new challenges. The value of a page was determined by its external links, a factor that could be manipulated by "black hat SEO experts" who would sell links, often compromising the overall quality. The link-based ranking method quickly showed its problems.

A turning point occurred four years later with the introduction of machine learning algorithms. While many believed traditional SEO methods would become obsolete, machine learning primarily targeted dishonest practices. Consequently, SEO now relies exclusively on clean methods to secure top positions.

Modern search engines employ various criteria, including page weight, the quantity and quality of external links, and the uniqueness of content.

Although robots handle numerous tasks, the role of experts remains pivotal. Websites overloaded with keywords or links struggle to secure top spots in search results.

Any attempts to employ unethical SEO methods typically lead to consequences: the system either blocks such resources or significantly worsens their positions.

What Makes up SEO

Algorithms act as the brains of search engines, aiming to push the best websites to the top. Achieving this involves a complex set of tasks:

1. Choosing the Right Keywords

Imagine a group of words related to your website's theme — this is called a semantic core. A well-executed SEO strategy ensures that your page ranks high for various keywords, attracting more visitors. Before creating content, it's essential to identify relevant keywords and determine how often to use them. The text should also be valuable to the reader.

2. Enhancing Content

Search engines use specialized tools to evaluate how well the website's content aligns with chosen keywords. Images on the site should be of high quality and match the text content. Text content is crucial for SEO — the more unique it is, the higher the chances of reaching the top.

3. Improving User Experience

The site should have a clear design and straightforward navigation. Users want to find information or sections quickly.

4. Boosting Loading Speed

The speed at which your website loads matters. If it takes too long, people will just leave. Search engines also prefer fast sites, so SEO experts work on speeding up loading times for better rankings.

5. Technical Settings

Engaging in the technical aspects of SEO is akin to working behind the scenes. Here's a breakdown of what's involved:

• Crafting a coherent site structure to make it easy for users to navigate and understand how interlinking and menus function.
• Simplifying URLs for easy memorization.
• Creating a robots.txt file. It instructs search engine crawlers about the URLs they are permitted to access on your website. Its primary purpose is to prevent an overload on your site.
• Generating an XML sitemap — essentially a comprehensive list of all essential URLs.
• Configuring the 404 Not Found page and rectifying errors causing it.
• Optimizing images by reducing their size and eliminating unnecessary duplicates.
• Tackling technical issues, such as broken links or duplicate pages.

Additionally, part of SEO revolves around acquiring quality backlinks. A website earns credibility through links from reputable sources. This involves securing links from trustworthy platforms and creating content that's shareable across social media.

It's crucial to factor in the site's age — ascending to the top of search results requires time, beginning from the moment search engines initially discover the site, not just from its creation.

Types of SEO

As we've mentioned before, working on SEO involves a complex set of tasks that require a systematic approach, from creating content to acquiring a large number of links. Let's explore two main types of SEO work:

1. On-Page Optimization

Here, we're talking about what happens directly on your site, not on external resources.

• Selecting appropriate keywords for your site.
• Working on technical aspects, such as robots.txt.
• Fixing errors.
• Addressing business-related aspects.
• Improving the loading speed of images and videos.
• Creating internal links.
• Improving text content and working on meta tags.
• Analyzing user behavior on your site.

It's important to remember that all these aspects need to be regularly monitored. SEO experts create task lists and conduct site audits. Skipping these steps can lead to serious issues and a loss of visitors.

2. Off-Page Optimization

This involves working with other web resources, mainly focusing on building your link profile.

• Placing articles on reputable external sites.
• Distributing news about your business.
• Exchanging links with other platforms.
• Participating in relevant online communities.
• Engaging with the media
• Establishing an environment for your brand to gain recognition.

SEO Practices

In the business realm, you'll encounter both legitimate and not-so-above-board routes. SEO follows suit, with its three possible approaches:

1. White Hat SEO

This is the by-the-book method. People put in the effort to refine the site, address issues, and boost its standing in search results. It's a substantial undertaking that demands experience, but the outcomes are worthwhile.

2. Grey Hat SEO

These methods don't exactly break the rules but skirt the edge. Using them might raise some warnings.

3. Black Hat SEO

This involves employing techniques prohibited by search engines. Sooner or later, your site will face consequences. Certain methods, like doorway pages, are strictly off-limits.

Summary

SEO optimization involves actions aimed at improving a website's ranking in search results. The main goal is to achieve the first page for relevant queries. To accomplish this, we identify and use appropriate keywords. Simultaneously, attention is given to enhancing the quality and uniqueness of the content. Another crucial aspect is building a link profile, i.e., increasing the number of high-quality backlinks to the site.