SEO (Search Engine Optimization) is the optimization of website content, keyword research, and inbound link building to increase the ranking of that content and the visibility of the website. This is one of the basic things about marketing. Although you may see results in search results immediately after a web page is crawled and indexed by a search engine, it is usually a long and laborious process that requires a specialist.
The main SEO algorithm (how SEO works) is to determine the quality of content based on the way users interact with it. According to how the interaction goes, the site is ranked and has a certain visibility.
What is website ranking and visibility?
Ranking.
This is what search engines use to determine where to place a particular web page in the search results. Ranking starts from position zero and ends with the final number of search engine results for a query, and a web page can occupy one position at a time. Over time, the ranking of a web page can change due to age, competition in the search results, or changes in the algorithm of the search engine itself.
Visibility.
This term describes how visible a particular domain is in search engine results. Low search visibility occurs when a domain does not appear for many relevant search queries, while high search visibility is the opposite.
Both indicators are responsible for achieving the main SEO goals – traffic and domain authority. This is how SEO works.
What is the importance of SEO?
SEO is one of the main digital marketing tools for a website.
There is another important reason why you should use SEO: This strategy actually helps you position your brand throughout the entire buyer’s journey. In turn, SEO can ensure that your marketing strategies are in line with new buying behaviors.
As of July 2023, 90% of internet searches are conducted on Google resources.
Statista found that 60% of people research a brand online before making a purchase.
Finally, DemandGen’s 2022 B2B Buyer’s Survey found that 67% of B2B buyers start the buying process with an extensive online search.
But how do users use search engines during the buying decision process?
At the beginning of the process, they use Google to find information about their problem. Some also ask about potential solutions.
Then they evaluate the available alternatives based on social media reviews before contacting a company. But this happens after they have exhausted all sources of information.
So, the only chance for customers to notice and consider you is to appear in search results.
How does Google know how to rank a page?
Search engines have only one goal. They strive to provide users with the most relevant answers or information. Every time you use them, their algorithms select the pages that are most relevant to your query. And then they rank them, showing the most authoritative or popular ones first.
To provide users with the information they need, search engines analyze two factors how SEO works:
- The relevance between the search query and the content on the page. Search engines evaluate it based on various factors, such as topic or keywords.
- Authority, which is measured by the popularity of a website on the Internet. Google assumes that the more popular a page or resource is, the more valuable its content is to readers.
And to analyze all this information, they use complex equations called search algorithms.
Search engines keep their algorithms secret. But over time, search engine optimization experts have identified some factors that they take into account when ranking pages. We call them ranking factors, and they are the focus of SEO strategy.
When determining relevance and authority, following the principles of E-A-T can help tremendously. E-A-T in SEO stands for “expertise,” “authority,” and “trustworthiness.” And while these aren’t direct ranking factors, they can improve your SEO content, which can affect direct ranking factors.
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