SEO – a acronym for Search Engine Optimization, is the name given to the activity of improving search engine rankings of a website or a webpage.
Normally, when a keyword (search query) is looked up, search engines first display those websites and web pages that it considers better relevant and more authoritative. Authority is mostly measured by analyzing the quantity and quality of links from other web pages.
In simple terms, a website or a web page has better potential to rank high in search results, as long and as many other web pages link to them. The technique of increasing the quantity and quality of traffic to a website through organic search engine results is known as SEO.
To understand SEO in more detail, let’s break that sentence down and look at the parts:
- Quality of traffic: Quality traffic is when you attract visitors – who are not random, but are genuinely interested in products and services that you have to offer.
- Quantity of traffic: Quatity traffic is when you have a good number of your target audience discovering your website from those search engine results pages (SERPs).
- Organic results: Organic search traffic is any unpaid traffic (content that is not an advertisement) that comes from SERPs.
Dynamics of SEO
As we all know, a search engine is typically a website you visit to enter a query (either in the form of text or a voice sample) and the search engine comes up with an exhaustive list of relevant web pages that could potentially address your query.
As easy as it sounds, there’s a whole lot of logic that goes behind determining the relevant search results. Here’s a brief of how the engines work: Search engines use something known as crawlers – that go out and gathers information about all the content they can find on the Internet. The crawlers bring 1s and 0s back to the search engine to build an index, which is then fed through an algorithm that tries to match all that data with your query.
That’s all about the SE (Search Engine) bits of SEO. The last bit O of SEO is optimization, which is all about streamlining the web pages and enabling it to rank higher on search engine results pages (SERPs). Search engine optimization requires a thorough know-how of how search engines work and index pages.
Search engine algorithms keep changing continually and hence search engine optimization strategies need to evolve with time as well. A SEO professional will need to keep himself updated with latest developments in the world of search engines to keep himself competitive.