Что это такое сео: зачем нужна оптимизация в поисковых системах и продвижение сайтов в выдаче, услуги по раскрутке, основы

Если вы читаете эту статью, значит мое СЕО работает:)  Рано или поздно любой блогер сталкивается со страшным словом СЕО. Первая мысль — если я не знаю, что такое СЕО, значит не стоит обращать на него внимание, этот зверь по зубам только самым матерым «продвигателям сайтов»! Но чем чаще слово СЕО мелькает перед глазами, тем быстрее приходит осознание того, что если вот прямо сейчас ты не начнешь СЕО-оптимизировать свои тексты, то твой родной и такой классный блог НИКОГДА не сможет даже заглянуть на первую страницу поисковой выдачи Яндекса. И ты начинаешь искать инструкцию «СЕО для чайников».

Я тоже ее искала, безрезультатно! Интернет предлагает в основном платные услуги по сео-продвижению, а «бюджетным блогерам» остается только по крупицам собирать драгоценную информацию. Сегодня я поделюсь с вами сакральным знанием и расскажу, как сео-оптимизировать ваши тексты, если вы вообще не знаете, что такое СЕО.

Что такое СЕО?

СЕО — Search Engine Optimization — поисковая оптимизация.

Поисковые системы — это роботы. Они не умеют читать тексты, и им сложно оценить ваш высокий стиль письма. Поэтому вам следует оптимизировать свои тексты таким образом, чтобы поисковые системы (на российском рынке это преимущественно Яндекс) поняли, о чем вообще вы написали, и приняли решение выдавать вашу статью в результатах поиска или нет.

Многие считают, что СЕО — это всего лишь подбор ключевых слов. Но на самом деле, ключевые слова — это лишь один кусок пирога. В целом же сео-оптимизация текста — это ключевые слова + грамотное написание и оформление текста + настройка изображений + качественный контент.

Если чего-то не хватает, пирог уже не полный. А кто будет выставлять на витрину надкусанный пирог? Вот и поисковые роботы не хотят.

Если же мы говорим о СЕО-оптимизации всего блога, то к оптимизации текстов надо так же прибавить внутреннюю и внешнюю оптимизацию всего сайта. А это, и скорость загрузки, и устранение всех внутренних ошибок в работе сайта, и увеличение количество ссылок на ваш сайт с других ресурсов и разное другое.

Но не пугайтесь! Давайте есть слона по кусочкам:) Сегодня я вам прямо на пальцах расскажу про СЕО для текстов, это не так уж и сложно, а потом уже будем думать дальше.

Ключевые слова

Ну да, без них не обойтись. Как ни крути, но ваша статья может быть показана потенциальному посетителю вашего блога, только если Яндекс поймет, что она соответствует запросу пользователя. А понять он это может исключительно по ключевым словам.

Ключевые слова — это математика. Ни в коем случае не стоит ничего выдумывать и предполагать, что там могут искать пользователи в интернете. Пользователи набирают в поисковиках конкретные запросы, а поисковые системы ведут учет этим запросам.

Найти нужные ключевые слова поможет сервис yandex.wordstat.ru. Яндекс — это не злой дядька, который хочет утопить ваш сайт в лавине конкурентов. Это вполне дружелюбный ресурс, который делится информацией, чтобы помочь вам подняться на первую страницу в выдаче.

Пример.

Вы ведете литературный блог и хотите написать статью о том, что почитать из современных авторов. Прежде чем писать текст, вам следует зайти на wordstat и вбить в поисковую строку запрос «современные авторы».

На что нужно обратить внимание:

Сколько раз в месяц пользователи вообще вводят запрос «современные авторы» — это первая строка. В нашем случае мы видим цифру 22 368 человек. Этот запрос достаточно популярный, и в топе по этому запросу наверняка стоят серьезные литературные порталы (интернет-магазины), использующие платные средства продвижения. Нам не стоит с ними тягаться, мы пойдем другим путем и найдем похожие, но менее популярные запросы.

В нашем случае менее популярные запросы — это «авторы современных романов» или «современные российские авторы». Их набирают всего 1-3 тысячи человек, так что здесь вы уже можете попытать счастья.

Но можно пойти еще дальше и кликнуть на строку «авторы современных романов».

Как мы видим, здесь есть еще менее популярные запросы, которые тем не менее полностью соответствуют нашей теме. Например, «современные романы российских авторов» — 663 человека. По этому запросу продвинуться в топ будет еще легче.

Ну а чтобы топ стал нашим наверняка, мы детализируем запрос еще больше. Я прокрутила страницу вниз и увидела вот что:

Эти запросы можно использовать и в качестве основного ключевого слова (по ним продвинуться совсем легко), или же как дополнительные  ключи, которые помогут продвинуться сразу по нескольким непопулярным запросам.

Зачем нам продвигаться по непопулярным запросам? Потому что курочка по зернышку клюет!Оптимизировав статью под несколько непопулярных запросов вы сможете быстрее и наверняка подняться по ним в топ и привлечь несколько десятков посетителей в месяц. А если на вашем сайте хотя бы 100 правильно оптимизированных статей, то вы можете получать несколько тысяч новых читателей ежемесячно.

Что делать с запросами?

Прежде всего из всех непопулярных запросов нам нужно выбрать тот, который станет нашим основным ключом. В нашем примере я бы взяла запрос «Современные романы российских авторов» или что-то из этой «весовой категории». Так же нам надо выбрать несколько дополнительных запросов и выписать все это дело на отдельный листочек.

Следующий шаг — идем в обычный Яндекс и вводим наши запросы в строку поиска, обращая внимание на подсказки, которые дает Яндекс. Например, если начать вводить в поисковую строку запрос «современные авторы», то Яндекс предложит готовое продолжение фразы: и их произведения, художественной литературы, детективов и т.п. Эту информацию можно использовать и как идеи для раскрытия темы, и как дополнительные ключевые слова, ведь по сути, это не что иное, как частые запросы пользователей.

Выбрав таким образом как можно больше ключевых слов, можно садиться за написание статьи.

Ваша задача состоит в следующем:

• основной запрос употребить В НЕИЗМЕННОМ ВИДЕ в названии статьи, в первом и последнем абзаце статьи, органично (!) вписав его в предложения.
• дополнительные запросы употребить в любой форме, в любом падеже, в любом месте в тексте.

Что делать, если я творческая личность и не могу писать по плану запросов?

Я тоже такая же. Поэтому я сначала придумываю тему статьи, потом выбираю основной запрос, потом пишу текст так, как того требует моя творческая натура.

Когда первый вариант текста готов, я сажусь за редакцию и, где возможно, вставляю мои ключевые слова. Да, подбор синонимов — это не совсем то, о чем мечтает начинающий блогер, но это СЕО, детка:) Что вам важнее, чтобы ваш шедевр остался пылиться на задворках интернета, или чтобы вашу классную статью поставили на первую полку первую строку в Яндексе?

Содержание текста

Как бы вы ни старались подбирать правильные ключевые слова, ваша статья никогда не попадет в ТОП, если она бесполезная. Сегодня, чтобы стать популярным, надо быть профессионалом своего дела.

Вам следует:

• тщательно выбирать темы статей, они должны быть интересны вашим читателям (лучше иметь план статей на пару месяцев вперед)
• полностью раскрывать тему
• писать длинные статьи от 3000 символов и выше (количество символов можно проверить в обычном редакторе Word, вкладка Рецензирование, раздел Статистика).
• давать читателям больше, чем они ожидают прочитать
• писать подробные инструкции, делиться опытом, контактами, полезными ресурсами и т.п.

Постарайтесь быть интересным для своих читателей. Ведь чем дольше посетитель задерживается на вашем блоге, тем выше в следующий раз поднимет вас Яндекс. Да, он это тоже отслеживает:)

Оформление текста по СЕО

Когда наша классная статья написана и напичкана ключевыми словами (органично вписанными в текст!), приступаем к редакции ошибок и оформлению.

Если ваша грамотность страдает, лучше проверьте текст на наличие ошибок на одном из соответствующих он-лайн сервисов. Это бесплатно, и это важно! В топе должны стоять только самые правильные статьи, а не те, где все запятые «авторские».

Так же текст должен быть удобным для чтения, то есть вам следует:

• разбивать текст на абзацы (старайтесь, чтобы в каждом абзаце было не больше 3-4 строк)
• делать интервалы между абзацами
• использовать списки и таблицы
• использовать подзаголовки
• вставлять в текст ссылки на другие статьи вашего блога (это называется перелинковка, ее можно делать с помощью специального плагина Inline Related PRO)

Чего делать не следует:

• выделять жирным и курсивом все ваши ключевые слова — Яндекс может засчитать это за переоптимизацию и понизить ваш сайт в поисковой выдаче,
• не стоит использовать много разных шрифтов и цветов текста — это затрудняет чтение.

Как правильно оформлять подзаголовки

Этот момент очень важный, потому что подзаголовок — это не просто выделенное жирным шрифтом название раздела.

Яндекс может определить название статьи и подзаголовков только, если вы укажете ему, где они находятся.

Когда вы решите какой-то текст оформить в виде подзаголовка, вам следует поставить курсор на соответствующий текст и на панели инструментов найти раздел «абзац», внутри выбрать, например, ЗАГОЛОВОК 2.

Соответственно, если внутри одного заголовка вам потребуется разделить текст на еще более мелкие части, вам следует использовать Заголовок 3 и так далее. Заголовок 1 в тексте можно использовать только 1 раз!

Так же крайне желательно использовать в подзаголовках ключевые слова, тогда Яндекс точно поймет о чем вы пишете.

СЕО-оптимизация картинок

Картинки — это еще одна составляющая сео-продвижения. Крайне желательно, чтобы картинки на вашем сайте/блоге были не тяжелыми (до 100 кб, иначе сайт будет долго загружаться, а это плохо для СЕО) и уникальными, а не скачанными из Интернета. Где найти столько картинок:

• постарайтесь почаще использовать собственные фотографии
• в соответствии с темой текста вы можете вместо картинок использовать скриншоты (фотографии экрана). Например, в этой статье все картинки — скриншоты моей панели управления
• вы можете найти в сети интересное видео и в нужном месте поставить его на паузу и сделать снимок экрана-  так вы получите уникальную картинку:)
• используйте он-лайн редактор canva.com — этот ресурс предлагает большое количество бесплатных современных шаблонов для оформления картинок и фотографий для блогов, социальных сетей и т.п. Выгруженные картинки становятся уникальными. Попробуйте, не пожалеете.

После того, как вы выбрали картинку и загрузили ее в блог, вам следует добавить к ней заголовок и атрибут alt. Это не сложно:)

1. Пишем заголовок картинки, желательно латинскими буквами. Вполне допустимо, что это будет ваше ключевое слово.
2. Пишем атрибут alt — это уникальное описание нашей картинки на сайте, здесь обязательно надо прописать основное ключевое слово с добавкой фото, картинка и т.п.. Его можно писать по-русски.

Установите плагин Yoast SEO

Он поможет вам правильно прописать описание и title вашей статьи.

Расшифровка:

1. Если только у вас не интернет-магазин, то сео-загаловок может всегда совпадать с названием вашей статьи. Очень важно употребить в заголовке ваше ключевое слово в неизменном виде.
2. Сниппет — это то, как выглядит ваш пост в поисковой выдаче (фото ниже)
3. Ярлык — это то, что отображается в поисковой строке, когда пользователь попадает на страницу со статьей. Ярлык должен быть написан английскими буквами. Можно автоматизировать процесс написания ярлыка с помощью плагина Rus-to-Lat. Лучше, если в ярлыке будет употреблено ваше ключевое слово.
4. Мета-описание — описание, о чем идет речь в вашей статье. Крайне важно употребить в этом описании ваше ключевое слово в неизменном виде, желательно ближе к началу описания.

1. Сео-заголовок
2. Ярлык
3. Мета-описание

Все вместе = сниппет. Мое ключевое слово для этой статьи: «замуж за египтянина»

Резюме

Несмотря на то, что статья получилась длинная, все таки СЕО для текстов — это не страшно. Вот коротко основные пункты, на которые следует обращать внимание:

1. качество и полезность контента
2. подбор и правильное употребление ключевых слов
3. правильное оформление текста (ошибки, абзацы, подзаголовки)
4. перелинковка в тексте
5. правильное оформление картинок (уникальность, название и атрибут alt)
6. Оформление сниппета.

Я не говорила об этом выше, но думаю вы и без моих напоминаний устанавливаете миниатюры и прописываете метки для ваших статей.

Кстати, если вы все делаете правильно, то ваша статья обязательно поднимется в топ, но не сразу. Продолжительность пути к вершине зависит от нескольких факторов — как быстро поисковые системы индексируют ваши статьи, насколько полезный контент вы публикуете, как у вас обстоят дела с внутренней и внешней оптимизацией блога и сколько у вас конкурентов по этому запросу. В среднем проверять наличие статьи на первой странице поисковой выдачи можно начинать через 3-6 недель после публикации.

Надеюсь, что моя статья помогла вам немного разобраться в том, что такое СЕО. Если у вас остались любые вопросы, то не стесняйтесь задавать их в комментариях! И следите за обновлениями моего блога, иногда в перерывах между статьями о жарких странах я буду рассказывать вам о блоговодстве:)

Высоких нам позиций в яндекс-выдаче!

Людмила С. Кузнецова

 

90000 What is SEO? Search Engine Optimization In Plain English 90001 90002 Search engine optimization (SEO) is the practice of getting targeted traffic to a website from a search engine’s organic rankings. Common tasks associated with SEO include creating high-quality content, optimizing content around specific keywords, and building backlinks. 90003 90002 In other words: 90003 90002 SEO is all about improving a site’s rankings in the organic (non-paid) section of the search results.90003 90002 The main benefit of ranking for a specific keyword is that you can get «free» traffic to your site, month after month. 90003 90002 90011 Here are the topics that we’ll cover in this complete guide to SEO: 90012 90003 90014 How Search Engines Work 90015 90002 Now it’s time to learn how search engines like Google actually work. 90003 90002 When you search for something in Google (or any other search engine), an algorithm works in real-time to bring you what that search engine considers the «best» result.90003 90002 Specifically, Google scans its index of «hundreds of billions» of pages in order to find a set of results that will best answer your search. 90003 90002 How does Google determine the «best» result? 90003 90002 Even though Google does not make the inner workings of its algorithm public, based on filed patents and statements from Google, we know that websites and web pages are ranked based on: 90003 90002 Relevancy 90003 90002 If you search for «chocolate chip cookie recipes», you do not want to see web pages about truck tires.90003 90002 That’s why Google looks first-and-foremost for pages that are closely-related to your keyword. 90003 90002 However, Google does not simply rank «the most relevant pages at the top». That’s because there are thousands (or even millions) of relevant pages for every search term. 90003 90002 For example, the keyword «cookie recipes» brings up 349 million results in Google: 90003 90002 So to put the results in an order that bubbles the best to the top, they rely on three other elements of their algorithm: 90003 90002 Authority 90003 90002 Authority is just like it sounds: it’s Google’s way of determining if the content is accurate and trustworthy.90003 90002 The question is: how does Google know if a page is authoritative? 90003 90002 They look at the number of other pages that link to that page: 90003 90002 (Links from other pages are known as «backlinks») 90003 90002 In general, the more links a page has, the higher it will rank: 90003 90002 (In fact, Google’s ability to measure authority via links is what separates it from search engines, like Yahoo, that came before it). 90003 90002 Usefulness 90003 90002 Content can be relevant and authoritative.But if it’s not useful, Google will not want to position that content at the top of the search results. 90003 90002 In fact, Google has publicly said that there’s a distinction between «higher quality content» and «useful» content. 90003 90002 For example, let’s say that you search for «Paleo Diet». 90003 90002 The first result you click on ( «Result A») is written by the world’s foremost expert on Paleo. And because the page has so much quality content on it, lots of people have linked to it.90003 90002 However, the content is completely unorganized. And it’s full of jargon that most people do not understand. 90003 90002 Contrast that with another result ( «Result B»). 90003 90002 It’s written by someone relatively new to the Paleo Diet. And their website does not have nearly as many links pointing to it. 90003 90002 However, their content is organized into distinct sections. And it’s written in a way that anyone can understand: 90003 90002 Well, that page is going to rank highly on the «usefulness scale».Even though Result B does not have as much trust or authority as Result A, it will still perform well in Google. 90003 90002 (In fact, it may even rank HIGHER than Result A) 90003 90002 Google measures usefulness largely based on «User Experience Signals». 90003 90002 In other words: how users interact with the search results. If Google sees that people really like a particular search result, it will get a significant ranking boost: 90003 90002 My # 1 SEO Tip for Higher Rankings 90003 90002 Create a website that people love! Search engines are designed to measure different signals across the Web so they can find websites that people like most.Play right into their hands by making those signals real and not artificial. 90003 90002 And now it’s time to put this stuff into practice with a step-by-step SEO tutorial. 90003 90014 How SEO Works 90015 90002 SEO works by optimizing your site for the search engine that you want to rank for, whether it’s Google, Bing, Amazon or YouTube. 90003 90002 Specifically, your job is to make sure that a search engine sees your site as the overall best result for a person’s search. 90003 90002 How they determine the «best» result is based on an algorithm that takes into account authority, relevancy to that query, loading speed, and more.90003 90002 (For example, Google has over 200 ranking factors in their algorithm). 90003 90002 In most cases, when people think «search engine optimization», they think «Google SEO». Which is why we’re going to focus on optimizing your site for Google in this guide. 90003 90014 Organic vs. Paid Results 90015 90002 Search engine result pages are separated into two distinct sections: organic and paid results. 90003 90002 90011 Organic Search Results 90012 90003 90002 Organic search results (sometimes referred to as «natural» results) are natural results that rank based 100% on merit.90003 90002 In other words, there’s no way to pay Google or other search engines in order to rank higher in the organic search results. 90003 90002 Search engine rank the organic search results based on hundreds of different ranking factors. But in general, organic results are deemed by Google to be the most relative, trustworthy, and authoritative websites or web pages on the subject. 90003 90002 I have more details how search engine algorithms work later on. But for now, the important thing to keep in mind is: 90003 90002 When we talk about «SEO», we’re talking about ranking your website higher up in the organic search results.90003 90002 Paid Results 90003 90002 Paid search results are ads that appear on top of or underneath the organic results. 90003 90002 Paid ads are completely independent of the organic listings. Advertisers in the paid results section are «ranked» by how much they’re are willing to pay for a single visitor from a particular set of search results (known as «Pay Per Click Advertising»). 90003 90120 90121 Search Engine Marketing (SEM) types compared 90122 90123 90124 90125 Type of SEM 90126 90125 Ranking Speed ​​90126 90125 Skill Level Required 90126 90125 Cost 90126 90125 Typical ROI 90126 90125 Potential ROI 90126 90125 Conversion Rate 90126 90139 90140 90141 90124 90143 SEO 90144 90145 2/5 90144 90145 5/5 90144 90145 3/5 90144 90145 4/5 90144 90145 5/5 90144 90145 2/5 90144 90139 90124 90143 PPC 90144 90145 5/5 90144 90145 3/5 90144 90145 5/5 90144 90145 2/5 90144 90145 4/5 90144 90145 4/5 90144 90139 90174 90175 90014 Why Is SEO Important? 90015 90002 In short: search is a BIG source of traffic.90003 90002 In fact, here’s a breakdown of where most website traffic originates: 90003 90002 As you can see, nearly 60% of all traffic on the web starts with a Google search. And if you add together traffic from other popular search engines (like Bing, Yahoo, and YouTube), 70.6% of all traffic originates from a search engine. 90003 90002 Let’s illustrate the importance of SEO with an example … 90003 90002 Let’s say that you run a party supply company. According to the Google Keyword Planner, 110,000 people search for «party supplies» every single month.90003 90002 Considering that first result in Google gets around 20% of all clicks, that’s 22,000 visitors to your website each month if you show up at the top. 90003 90002 But let’s quantify that — how much are those visitors worth? 90003 90002 The average advertiser for that search phrase spends about 1 dollar per click. Which means that the web traffic of 22,000 visitors is worth roughly $ 22,000 a month. 90003 90002 And that’s just for that search phrase. If your site is SEO-friendly, then you can rank for hundreds (and sometimes thousands) of different keywords.90003 90002 In other industries, like real estate or insurance, the value of search engine traffic is significantly higher. 90003 90002 For example, advertisers are paying over $ 45 per click on the search phrase «auto insurance price quotes.» 90003 90014 Customers and Keywords 90015 90002 Before you start to dive into the nitty gritty of title tags and HTML, it’s important not to skip an important step: 90003 90002 Customer and keyword research. 90003 90002 Here’s where you figure out what your customers search for … and the exact words and phrases they use to search.That way, you can rank your site for things that your customers search for every day. 90003 90002 Sound good? Here’s exactly how to do it. 90003 90002 Customer Research 90003 90002 If you already run an online business you probably have a good idea of ​​what your target customer looks like. 90003 90002 (Also known as a «Customer Persona»). 90003 90002 Here’s an example: 90003 90002 This type of customer research is not just to help you create products that people want. It’s also a super important part of SEO and content marketing.90003 90002 I’ll explain … 90003 90002 To succeed with SEO, you need to create content around topics that your customers search for. 90003 90002 And unless you know who your customer is, it’s almost impossible to understand the types of things that they search for (more on that later). 90003 90002 The best way to dig deep into your target customer? HubSpot’s Make My Persona tool. 90003 90002 This nifty free tool helps you create a customer persona, step-by-step. At the end of the process you’ll have a detailed avatar that you can refer to again and again.90003 90002 Nice! 90003 90002 Finding Keywords 90003 90002 Now that you have a customer personal, it’s time for the next step: 90003.90000 What Is SEO / Search Engine Optimization? 90001 90002 90003 90004 90002 What Is SEO? 90004 90007 SEO stands for «search engine optimization.» It is the process of getting traffic from the «free,» «organic,» «editorial» or «natural» search results on search engines. 90008 90007 All major search engines such as Google and Bing have primary search results, where web pages and other content such as videos, images or local listings are shown and ranked based on what the search engine considers most relevant to users.Payment is not involved, as it is with paid search ads. 90008 90002 VIDEO: SEO Explained 90004 90007 New to SEO? Start with this quick and easy to understand video about search engine optimization. It’ll quickly cover the basics: 90008 90007 90016 90017 90008 90007 Search Engine Land worked with Common Craft to produce this video. 90008 90002 More SEO Advice For Beginners 90004 90023 90007 For more basic but also in-depth advice, our Periodic Table Of SEO Success Factors, introduces you to all the key concepts you need to know, including elements of on-page SEO, off-page SEO as well as the «Toxins» or elements to steer clear of.We also take a look at emerging verticals of search optimization: 90008 90002 Search Engine Land’s Guide To SEO 90004 90007 As a companion to the table, Search Engine Land’s Guide To SEO explains the search ranking factors in more depth. It also features tips and advice from SEO experts on implementing them to achieve greater visibility and higher rankings in organic search results. 90008 90007 Links to each chapter in the SEO Guide are shown below. Chapter links at the bottom of each make it easy to navigate through the guide.90008 90002 Daily SEO News & Expert SEO Advice 90004 90007 In addition to daily news stories from our editorial staff, Search Engine Land publishes daily articles from expert contributors that cover SEO issues mainly from an in-the-trenches perspective. 90008 90007 Browse the SEO Channel for the most recent SEO news stories and expert columns. Sign up to 90037 receive Search Engine Land’s daily email newsletter 90038 featuring a roundup of search marketing news and exclusive analysis and insights.90008 90002 Search Engine Land’s SEO Library 90004 90007 In addition to covering SEO generally, Search Engine Land also has search engine optimization areas specifically for the major search engines: 90008 90007 Also within our library is the How To: SEO section is devoted to practical tips and tactics about search engine optimization. 90008 90007 We also have sub-categories, including: 90008 90007 We also cover technical SEO topics, including an ongoing SEO for Developers series.90008 90002 Get SEO News & Advice Delivered To Your Inbox 90004 90007 Subscribe to our daily brief newsletter for a recap of all the latest SEO related news, tips and tactics from Search Engine Land and other sources all over the Web. 90008 .90000 What Is SEO? A Quick Guide To Search Engine Optimisation 90001 90002 What Is SEO? 90003 90004 90005 Search Engine Optimisation (SEO) 90006 is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results. 90007 90004 Research shows that websites on the first page of Google receive 90005 almost 95% of clicks 90006, and studies show that results that appear higher up the page receive an increased click through rate (CTR), and more traffic.90007 90012 90012 90004 The algorithmic ( ‘natural’, ‘organic’, or ‘free’) search results are those that appear directly below the top pay-per-click adverts in Google, as highlighted below. 90007 90016 90016 90004 There are also various other listings that can appear in the Google search results, such as map listings, videos, the knowledge graph and more. SEO can include improving visibility in these result sets as well. 90007 90002 How Does SEO Work? 90003 90004 Google (and Bing, which also power Yahoo search results) score their search results largely based upon 90005 relevancy and authority 90006 of pages it has crawled and included in its web index, to a users query to provide the best answer.90007 90004 Google uses over 200 signals in scoring their search results and SEO encompasses technical and creative activities to influence and improve some of those known signals. It’s often useful to not focus too much on individual ranking signals and look at the wider goal of Google, 90005 to provide the best answers for its users 90006. 90007 90004 SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides an excellent user experience, with useful and high quality, expert content that helps answers the user’s query.90007 90004 Google has a very large team of search quality raters that evaluate the quality of search results, that gets fed into a machine learning algorithm. Google’s search quality rater guidelines provide plenty of detail and examples of what Google class as high or low quality content and websites, and their emphasis on wanting to reward sites that clearly show their expertise, authority and trust (EAT). 90007 90004 Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking.SEO can therefore also include activity to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example. 90007 90004 Relevant and reputable websites linking to a website is a strong signal to Google that it might be of interest to its users, and can be trusted to appear in the search results for relevant queries.90007 90002 How To Do SEO 90003 90004 SEO involves technical and creative activities that are often grouped into ‘Onsite SEO’ and ‘Offsite SEO’. This terminology is quite dated, but it is useful to understand, as it splits practices that can be performed on a website, and away from a website. 90007 90004 These activities require expertise, often from multiple individuals as the skillsets required to carry them out at a high level, are quite different — but they can also be learned. The other option is to hire a professional SEO agency, or SEO consultant to help in areas required.90007 90044 Onsite SEO 90045 90004 Onsite SEO refers to activities on a website to improve organic visibility. This largely means optimising a website and content to improve the accessibility, relevancy and experience for users. Some of the typical activities include — 90007 90048 90049 90005 Keyword Research 90006 — Analysing the types of words and frequency used by prospective customers to find a brands services or products. Understanding their intent and a users expectations from their search.90052 90049 90005 Technical Auditing 90006 — Ensuring the website can be crawled and indexed, is correctly geo-targeted, and is free from errors or user experience barriers. 90052 90049 90005 Onsite Optimisation 90006 — Improving the website structure, internal navigation, on-page alignment and content relevancy to help prioritise key areas and target relevant search phrases. 90052 90049 90005 User Experience 90006 — Ensuring content shows expertise, authority and trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.90052 90065 90004 The above list only touches upon a small number of activities involved in Onsite SEO as an overview. 90007 90044 Offsite SEO 90045 90004 Offsite SEO refers to activities carried outside of a website to improve organic visibility. This is often referred to as ‘link building’, which aims to increase the number of reputable links from other websites, as search engines use them as a scoring as a vote of trust. 90007 90004 Links from websites and pages with more trust, popularity and relevancy will pass more value to another website, than an unknown, poor website that is not trusted by the search engines.So the quality of a link is the most important signal. 90007 90004 Some of the typical activities include — 90007 90048 90049 90005 Content ( ‘Marketing’) 90006 — Reputable websites link to exceptional content. So creating amazing content will help attract links. This might include a how to guide, a story, a visualisation, news or research with compelling data. 90052 90049 90005 Digital PR 90006 — PR provides reasons for other websites to talk and link to a website. This might be internal newsflow, writing for external publications, original research or studies, expert interviews, quotes, product placement and much more.90052 90049 90005 Outreach & Promotion 90006 — This involves communicating with key journalists, bloggers, influencers or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website. 90052 90065 90004 There’s obviously a huge number of reasons why a website might link to another and not all of them fit into the activities above. This might include speaking at an event which is covered by local bloggers, sponsoring a local football team, or being listed by suppliers, as examples.90007 90004 A good rule of thumb on whether a link is valuable is to consider the quality of referral traffic (visitors that might click on the link to visit your website). If the site will not send any visitors, or the audience is completely unrelated and irrelevant, then it might not really be a link that’s worth pursuing. 90007 90004 It’s important to remember link schemes such as buying links, exchanging links excessively, or low-quality directories and articles that aim to manipulate rankings, are against Google guidelines and they can take action by penalising a website.90007 90004 The best and most sustainable approach to improve the inbound links to a website is earning them, by providing genuine and compelling reasons for websites to cite and link to the brand and content for who they are, the service or product they provide or the content they create. 90007 90002 Resources To Learn SEO 90003 90004 There are lots of useful resources on the web to help learn more about SEO. Some of the key resources we recommend are as follows. 90007 90102 90049 SEO Starter Guide — From Google 90052 90049 Google Search Quality Rater Guidelines — From Google 90052 90049 Beginners Guide To SEO — From Moz 90052 90049 Beginners Guide to Link Building — From Moz 90052 90049 Beginners Guide to Content Marketing — From Moz 90052 90049 SEO Spider Tool — From 90005 Screaming Frog 90006 90052 90117 90002 Need Help With Your SEO? 90003 90004 90005 Screaming Frog 90006 are an SEO agency that runs remarkably successful SEO campaigns in the most competitive sectors, using a unique blend of technical and creative expertise.90007 90004 There’s nothing worse than pushy salespeople, which is why we do not employ any. So if you’d like to discuss how SEO can help you with one of our consultants, then please just get in touch for a chat. 90007 .90000 What Does SEO Mean? 7 Must-Know Facts About SEO’s Meaning 90001 90002 You’ve heard about SEO enough times to ask, «What does SEO mean?» 90003 90002 90005 90006 90003 90002 A variety of definitions exist for search engine optimization (SEO) in business, but every one highlights the primary goal of this digital marketing strategy: to improve your online visibility to generate revenue and growth for your company. 90003 90002 Ready to learn more about SEO’s definition and get answers to some of the most common SEO questions, like «What does SEO do?» or «What does SEO mean in business?» This mini-guide covers the top seven things every marketer and business owner should know about SEO, plus includes a bonus FAQ that answers questions about SEO’s cost and more.90003 90002 Just keep reading to get started! 90003 90014 1. SEO stands for search engine optimization 90015 90002 When someone mentions SEO, they’re referring to search engine optimization. If you adopt SEO marketing, you optimize your website for search engines, which can range from Google to Bing. You’re optimizing your site for not only search engines though, but for people too. 90003 90002 With a well-optimized site and competitive SEO strategy, your business can earn a top spot in search results, also called search engine results pages (SERPs).For the best results, your company wants to appear in searches related to your products or services. 90003 90002 90003 90002 For example, if your company offers HVAC services, you want to appear in search results related to those services, not plumbing or electric. For many businesses, this scenario is not an issue, as you would rarely create and optimize website content related to searches outside your field. 90003 90014 2. SEO consists of an umbrella of strategies 90015 90002 The «optimization» part of SEO encompasses an umbrella of strategies.You can optimize your website in dozens of ways since search engines like Google rely on more than 200 factors to determine the rankings of sites in search results. 90003 90002 A few of the most trusted ways to optimize a website for search engines and users include: 90003 90002 As you can see, SEO relies on an entire team of specialists. You need web developers and web designers, as well as copywriters. Not to mention, you need a savvy SEO expert that can lead your strategy and guide your team.90003 90002 That’s why many businesses invest in SEO services, which provide your company with immediate access to SEO professionals. A full-service agency, like WebFX, offers an even bigger advantage, as we include a dedicated team of developers, designers, copywriters, and SEO specialists. 90003 90014 3. SEO focuses on organic, not paid search result rankings 90015 90002 Answers to «What does SEO mean?» are not complete without talking about organic and paid search results. Remember, SEO helps your business earn more visibility in search results.It’s important to mention, however, that SEO only targets organic search results. 90003 90002 90003 90002 In search results, many search engines include paid and organic search results. A paid search result is an ad promoting a business and its services. That’s why searches with a purchase intent, like «hvac emergency services» tend to feature ads. 90003 90002 You may even see ads for navigational searches, like in the example above. Businesses can also create ads that target a competitor’s brand name, like «QuickBooks» or «TurboTax.»Overall, pay-per-click (PPC) advertising offers many companies a new strategy for promoting their goods. 90003 90002 While paid ads appear first in search results, it’s still valuable to earn a top spot in organic search results, which follow paid search results. That’s because paid ads are not free. When someone clicks on your ad, you pay for it. 90003 90002 In comparison, you pay nothing when a person clicks on your site in organic search results. Not to mention, 70 percent of clicked search results are organic.That means most users click on organic search results, rather than paid ones. 90003 90002 That does not mean PPC advertising is not useful. 90003 90002 It’s an excellent digital advertising tool, as well as a strategy that supports SEO. You can use PPC, for example, to give your company immediate visibility in search results, which is helpful because SEO takes a few months to show results. 90003 90002 Even better, you can use data from your paid ad campaigns to inform your SEO strategy. PPC advertising, for example, provides keyword data or the terms used by searchers.This keyword data can help your company determine which keywords to target in future content for your site. 90003 90002 If you’re thinking about SEO, also consider the potential value of a short-term PPC campaign. 90003 90014 4. SEO includes black- and white-hat tactics 90015 90002 Companies that adopt SEO can use black- and white-hat tactics. 90003 90002 Just because you can, however, does not mean you should. That’s because black-hat tactics hurt, rather than help your SEO strategy.They can also cause extensive, long-term damage to your website’s ranking capabilities and online reputation. 90003 90002 A few examples of black-hat tactics include: 90003 90064 90065 Stuffing a page with keywords, hurting its readability 90066 90065 Including hidden text, like white text on a white background, to target keywords 90066 90065 Buying links from other websites, like link farms 90066 90071 90002 In comparison, white-hat tactics allow your company’s website to rank in relevant search results.They provide your business with that must-needed visibility in search results because they adhere to SEO best practices. 90003 90002 Some examples of white-hat tactics include: 90003 90002 With white-hat tactics, your business can appear at the top of relevant search results. You also avoid the penalties that come with black-hat tactics, like a ban from search engines like Google. Meaning, Google will not include your website in search results. 90003 90002 As Google claims more than 90 percent of the search market share, you want to avoid that scenario.90003 90014 5. SEO matters because of modern shopping habits 90015 90002 If you’re pitching SEO to company decision-makers, it’s critical to present compelling evidence that demonstrates its value. You want to show that SEO matters, as well as offers value to your business. It’s also essential, as a part of understanding what SEO means, why it matters to organizations. 90003 90002 People, from businesses to consumers, shop differently today. 90003 90002 Instead of heading to a brick-and-mortar store, many use their phone, laptop, or desktop to search for products, ask questions, read reviews, and more.In fact, 80 percent of shoppers do product research online. Not to mention, more than half of users discover a new company or product after a search. 90003 90002 For consumers and businesses, search engines are a critical part of their path to purchase. 90003 90002 90003 90002 If your company does not appear in search results, you do not exist. Even if your business does appear in search results, a spot on page two, three, or four makes your company invisible to most users. That’s because only 25 percent of users move past the first page of search results.90003 90002 For businesses today, that is why SEO matters. 90003 90002 Whether you’re an ecommerce store or brick-and-mortar shop, you can use SEO to make users aware of your business. That awareness can translate into consideration and conversion, which means a new sale or lead for your company. 90003 90002 To put into perspective the power and usefulness of SEO, look at the successes of our clients. 90003 90002 With SEO, as well as other digital marketing strategies, we’ve helped our clients earn more than $ 1.5 billion in revenue in the past five years. That’s tremendous, and it’s allowed our clients to pursue a variety of goals, from opening a new location to launching a new product or service. 90003 90014 6. SEO takes months to show results 90015 90002 What does SEO mean? For many, it means an ongoing and financially rewarding commitment. 90003 90002 A lot of businesses invest in SEO and expect immediate results. Whether you’re optimizing existing website content or launching a brand-new set of pages, your company will not see changes in your rankings overnight.90003 90002 That’s because SEO takes time. In many cases, it can take up to several months for your team to see a change in your rankings. A few factors, like your website’s age and history with Google, can shape your company’s timeline. 90003 90002 An older website with zero penalties from Google, for example, may see results sooner than a brand-new site. No matter your website’s age and history, however, you will have to wait a few months to see results. 90003 90002 SEO is worth the wait, though.90003 90002 It delivers excellent results, which is why 75 percent of businesses invest in SEO already. With our SEO strategies, for example, we’ve helped our clients earn more than 4.6 million leads, 1.9 million phone calls, and more. 90003 90014 7. SEO continues to change in response to algorithm updates 90015 90002 Search engines like Google aim to provide the best possible experience to users. That’s why search engine algorithms, which shape organic search result rankings, continue to undergo updates.These updates directly influence today’s SEO strategies and tactics. 90003 90002 If your company adopts SEO, you need to take an active role in remaining up-to-date on SEO. You can follow blogs, take courses, run workshops, and more to keep your team at the forefront of SEO strategies. 90003 90002 90003 90002 A few excellent resources for staying ahead of SEO updates include: 90003 90002 Even if your company partners with a reputable SEO agency, like WebFX, it’s worth keeping up-to-date.90003 90014 FAQs about what SEO means in business 90015 90002 Got additional questions about what SEO means in business? Read our FAQ! 90003 90132 What does SEO stand for in business? 90133 90002 SEO focuses on improving your site’s visibility in search results on search engines like Google and Bing. It features an umbrella of strategies, like content marketing, to help your website appear higher in search results related to your business, products, and services. 90003 90002 90003 90002 For example, if your company provides roofing services, then you’d want to appear in search results about hiring a roofing team.Depending on your strategy, you may even want your site to show up in search results about roof maintenance, roof design, and other roofing topics. 90003 90002 From a business perspective, SEO means providing your company with an additional source of revenue. Via search, your organization (even if you’re a brick-and-mortar store) can reach your target market as they shop and research their next purchase online. 90003 90132 Why does SEO matter to businesses? 90133 90002 Almost 75 percent of businesses invest in SEO, and here’s why: 90003 90002 90003 90132 SEO drives sales 90133 90002 Companies across all industries, from home services to manufacturing, can leverage SEO to generate sales.That’s because 80 percent of consumers (and 71 percent of business-to-business clients) start their search for products online. 90003 90002 When it comes to search, however, 75 percent of users stick to the first page of results. If your company does not invest in SEO, your website probably appears past the first page of results, which means a significant portion of your market does not even know your business exists. 90003 90002 With SEO, your company can change that. You can see these results by browsing the successes of businesses that invest in SEO.Our SEO services, for example, have helped our clients earn more than $ 1.5 billion in revenue in the past five years. 90003 90132 SEO improves lead generation 90133 90002 Depending on your industry and business model, your company may have a heavy focus on lead generation. You want to earn high-quality leads for your sales team to close, and SEO can help your business accomplish this goal. 90003 90002 Digital marketing, which includes SEO, provides your company with dozens of data points when it comes to your audience.With your site’s analytics, which you can access for free in Google Analytics, you can gain valuable insights about your audience from their demographics to their browsing behavior. 90003 90002 90003 90002 That information can inform your SEO strategy. 90003 90002 For example, you can tailor the tone, style, and writing level of your content to your audience. This shift can have a direct impact on your target audience. It makes users feel like your business understands them, which can motivate them to submit quote requests or contact you.90003 90002 Companies, from home service contractors to medical practices to software providers, have all used SEO for lead generation with success. Our clients, for example, have earned more than 4.6 million leads in the past five years with our performance-driven strategies. 90003 90132 SEO boosts brand awareness 90133 90002 A successful marketing strategy includes building brand awareness. While brand awareness may not result in an immediate sale or lead, it can help your business start a relationship with future clients, as well as improve the loyalty of current customers.90003 90002 With SEO, your business can appear in not only service- or purchase-related searches but also queries signature to users in the early stages of the buying funnel. They may ask about the value of a service, for example, or search for answers related to a common problem, like lawn weeds. 90003 90002 As your company continues to appear higher in search results, you become a trusted point-of-reference for shoppers. When they’re ready to purchase, call, or inquire about a product, expect your business to earn a spot on their list.90003 90132 SEO generates real company growth 90133 90002 If you’re looking for a shorthand version of SEO’s meaning in business, it’s simple. SEO creates real, tangible growth for your company. It helps you increase your revenue, which makes it possible for your business to expand into a new area, hire new team members, or even launch a new product or service. 90003 90002 In today’s technology-driven world, people rely on the Internet to find what they need. They go to their favorite search engine to ask questions, find answers, and discover the products and services they want.If your company does not appear in searches, you do not exist to the modern consumer. 90003 90002 That’s why SEO is critical for businesses today. 90003 90132 How does SEO work? 90133 90002 When it comes to explaining how SEO works, it can quickly become confusing. If you want your company’s leaders to sign-off on SEO, you need to ensure they understand SEO. That means explaining SEO in terms that make sense for them, as well as answering their questions. 90003 90002 90003 90002 Ok, so how does SEO work for businesses that adopt it? In four steps: 90003 90132 Site audit 90133 90002 Before you can start optimizing your website for search and users, your company needs to evaluate your current status when it comes to SEO.With a site audit, your team can discover where you need to improve and where you excel. 90003 90002 While a paid audit takes a deeper look at your SEO, free SEO checkers are also available for use. 90003 90200 WebFX SEO Checker 90201 90064 90065 it’s 90204 Comprehensive. 90205 90066 90065 it’s 90204 Immediate. 90205 90066 90065 it’s 90204 FREE. 90205 90066 90071 90132 Keyword research 90133 90002 Remember, SEO builds your online visibility in relevant search results.It’s up to your in-house team or SEO agency to determine which search results matter to your business and its goals. That’s where keyword research comes into use. 90003 90002 With keyword research, your team investigates keywords related to your business, as well as used by your target audience. You can uncover relevant keywords a few ways, like by researching your competitors or browsing your social media. 90003 90002 Companies also like to use a few keyword research tools, like KeywordsFX or Keywordtool.io. 90003 90132 Site optimization 90133 90002 Once you audit your website and research your keywords, your company can start optimizing your site. In some cases, your business may develop a strategy, which details your game plan and what your company wants to accomplish with SEO. 90003 90002 If you partner with an SEO agency, like WebFX, you can expect a well-researched, custom strategy. 90003 90002 Optimizing your website can include several steps, like the following: 90003 90064 90065 Updating your title tags and meta descriptions 90066 90065 Adding your targeted keywords to specific pages 90066 90065 Changing your image filenames 90066 90065 Improving your page speed 90066 90065 Modifying your page URLs 90066 90065 Redesigning your website’s navigation 90066 90071 90002 As some of these steps require web design and web development expertise, your team may need to collaborate with other departments.Or, you can partner with a full-service agency, like WebFX, which can take care of all your SEO needs. 90003 90132 Re-optimization 90133 90002 When you invest in SEO, you make a long-term and ongoing investment. Your business can not optimize all your content and then leave it. Otherwise, any increased visibility your site gains in search results will decay as competitors launch their SEO strategies. 90003 90002 90003 90002 That’s why your company needs to continue to create new content, as well as optimize old content.With this proactive step, you can gain additional ground, appearing in more search results relevant to your business and your audience. 90003 90002 With re-optimization, your company can expect to follow the process of auditing and optimization. 90003 90132 What does an SEO company do for businesses? 90133 90002 While many businesses manage their SEO in-house, it’s a challenge for small-to-midsized companies. Even for massive companies, it’s difficult to lead SEO initiatives internally. That’s why these organizations partner with SEO agencies.90003 90002 An SEO company provides your business with everything it needs when it comes to SEO. They audit your website, develop your strategy, optimize your site, and measure your results. Plus, they have access to tools and technology that provide in-depth reporting to you and your company decision-makers. 90003 90002 WebFX is an example of an SEO agency. 90003 90002 With our decades of experience, plus advanced artificial intelligence tech, we’re one of the top SEO companies for small-to-midsized businesses.That’s why our client recommendation score exceeds the industry average by 488 percent. 90003 90132 How much do businesses spend on SEO? 90133 90002 If you’re looking to partner with an SEO agency, small-to-midsized businesses spend an average of $ 350 to $ 2000. per month. For many businesses, this is a cost-effective amount, especially when considering the additional responsibilities and limited time of your marketing team. 90003 90002 90003 90002 Should your company decide to partner with a professional SEO company, watch for agencies promoting «cheap» or «low» monthly prices.These offers can seem great, but they often leave your business with little show for when it comes to SEO results. 90003 90002 Choose an experienced agency with reasonable prices instead. While your business may pay more upfront, you will receive a better client experience, as well as better results. For your company and your team, that helps you earn more from SEO. 90003 90014 Ready to use SEO for your business? 90015 90002 Whether you’re looking to learn more about SEO or searching for a trusted SEO service provider, WebFX can help.With our informative blog, extensive resource library, and award-winning team, we offer everything your business needs to succeed. 90003 90002 Browse our SEO services today to discover how we can help your company grow! 90003 .

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