• What is Search Engine Optimization
    Faiza AhmedAugust 14th, 2017

    Search Engine Optimization (SEO) is both an art and science concerned with getting pages to rank higher in search engines like Google, Bing, Yahoo, and others. Ranking higher in a search engine often results to an increase in traffic of a website because most people search to discover online content. This is why sometimes SEO is also referred to as a process of getting traffic from search results on search engines.


    SEO benefits


    In 2014 alone, it was estimated that over 2.5 trillion searches were conducted across search engines. Traffic that comes from search engines is referred to as “natural” or “organic” traffic and makes the largest portion of most websites’ traffic. It is no wonder that SEO is an integral part of online marketing because of the large target audience.

    Search results are presented on an ordered list in a search engine. The higher a website can get on the list, the more traffic it is expected to receive. For example, approximately 40-60% of the total query traffic will go to the number one search result. The rest will receive significantly lower traffic in their order. It is also estimated that about only 2-3% of users will click the next page of search results.

    SEO is therefore important for traffic generation and is the reason why many website owners as well as businesses employ companies to provide them with services of search engine optimization to rank theirs websites higher up in the SERP.


    Other Benefits include:

    - Search engine results page (SERP) listings are low cost and essentially free.
    – Higher brand credibility for top ranking sites as people trust their search engines.
    – Better return on investment- out of 1,000 clicks from SEO, 4% of web visitors convert into a sale compared to 2% conversions for a paid ad with the same number of clicks.
    – SEO results are permanent unlike effects from internet marketing
    – Access to customer data that helps in developing products.


    How SEO works


    Search engines like Google incorporate multiple algorithms to determine what pages to display for a given query. These algorithms analyze webpage against thousands of complicated factors which are very complicated. Nonetheless, there are three core metrics search engines use:




    In Google as well as other search engines, links coming from other websites are seen as a vote of quality and therefore play a key role in site rankings. This is because it is not expected of website owners or businesses to link to sites of poor quality. Websites that gain links from other websites gain authority in the search engines.




    Internet marketers put a lot of emphasis on quality and relevant content as a means of lead generation and conversion. This is because search engines use content as one of their ranking metrics. They look at its relevance to a certain search query. A large SEO concern is in creating content around keywords that search engine users look for.


    Page structure


    Website pages are written in HTML (hypertext markup language) which can be used to evaluate a page. Depending on how the HTML code is structured, it can impact its ability to be assessed by a search engine. Page structure is therefore crucial to a website’s ranking. Site owners improve the structure of their sites by using relevant keywords in the title, page header, and URL as well as having a navigable site.




    The SEO process involves optimizing the three main components and others in order for a website to rank higher in the search engine results page. There you have it, a brief look at what is SEO, now if you would like to get your website ranked in SERP and would like us to do your Search engine optimization then contact our SEO Toronto and get ranking.

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