What Is Search Engine Optimization

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What Is Search Engine Optimization?

Search engine optimization (SEO), according to our definition, is The process of optimizing a website – as well as all the content on that website – so it will appear in noticeable positions in the organic results of search engines (Google, Bing etc). SEO requires an understanding of how search engines work, what people search for, and why and how people search. Effective SEO makes a site attractive to users and search engines. It is a mixture of technical and marketing.
…But there is no single definition of SEO.

Why Search – and SEO – Is important

Before we can understand why search is important, we need to take a step back and understand why people search.
Why People Search? At the beginning of the internet and search engines, people searched to find a list of documents that contained the words they typed in. This is no longer the case.

Today people search to solve problems, to get tasks done, and to “do” something. They might be searching to make an appointment to visit a Doctor or find prices of products or services, find the latest news, or browse photos of things and the list goes on but the main objective is to search and get some result.

When a user begins a search, it’s really like starting a journey. Marketers often term this as “the consumer journey.” It’s just an elegant way of referencing a user’s path from the beginning of their task to the end – and most of these journeys start with a search.

The Development of Search & the User JourneySearch has developed from simple words on the page to understand the user intent at each step of the journey. Search is no longer about keywords, it is about providing the right content to the user in their journey to accomplish their tasks. Search isn’t just limited to computers or handphones.

Users search with different devices, including smart watches, smart glasses, Bluetooth speaker assistants, and surprisingly kitchen appliances. In today’s world, even some fridges have it’s their own Twitter account – this gives more challenges to marketers to be cognizant of how various devices relate to each other and play a part in a user’s search experience

Due to diverse search possibilities, tricks, hacks, and attempts to reverse-engineer algorithms are not fruitful.

Today’s SEO Focuses on:

  • Technical Problem Solving
  • Understanding personas
  • Content Strategy
  • Data-driven insights
  • The 3 Key principles of Any Online Marketing Strategy or CampaignSearch focuses on all three of these areas:

    • 1. Attract.
    • 2. Engage.
    • 3. Convert.

    But search focuses greatly on the: Attract.
    Gone are the days of “if you build it, they will come” instead its :you build it and ensure that its attractive, engaging and can convert.

    This is why, despite some claims to the contrary from clients or design agencies, every webpage is, in fact, an SEO page. If a webpage is involved in attracting visitors, engaging visitors, or converting them, there should be an important SEO component to that page in order to promote the product or the brand

    Hassan Kalule is a Father and husband and very keen interest in Technology and Marketing. He is the owner of HKWeb-Digital marketing and started this company with the aim of helping small businesses make an online presence and share the endless benefits that online offers. Hassan holds a BSc. Computer Science Degree from the University of the Western Cape (UWC), a Certificate in SAS from The Department of Statistics and Population Studies. He holds numerous I.T Certificates from CompTIA and Microsoft.

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