What is SEO? Definition, Benefits and How it Works
There are various functions and ways of working from Search Engine Optimization. Given how useful this strategy is for a website or blog from a business, you must get to know it more deeply. To recognize how it works and the function of this strategy, here's an explanation.
SEO, SEM, and SMM are important terms in the world of digital marketing. All three are an inseparable part of one another.
What is SEO?
The general definition of SEO (Search Engine Optimization) is a way to optimize a website so that it ranks first in search results, especially in organic research. Which, the organic search is carried out by the user or when entering search keywords (keywords) in the browser and Google search engine.
SEO is very focused on searching for keywords organically and is different from SEM which focuses on the advertising media provided by Google. So, if you are creating a website, it would be better to do optimization with SEO than using SEM, because you have to need funds or capital to carry out ad promotions on Google.
How SEO Works
There are five main points in how SEO works, namely:
Crawling from search engines is done to collect various information from each page of the website or blog. The Google search engine, of course, apart from having an algorithm, also has a crawler or spider too.
Indexing is done to index all information from each page or page of a website and then store it in a search engine database.
Processing is the process when people type a keyword in a search engine. Then Google will do the processing to compare the keywords entered by internet users from each website page that has been stored in the database.
4. Calculating Relevancy
Calculating Relevancy is the next way of working because when people have entered the keywords they want to search for, search engines will start to see which websites are most relevant. Of course, from every page that has been indexed by the crawler.
5. Retrieving Results
Retrieving Results are the most relevant results from the keywords that have been entered. You should be familiar with this because it is the results that appear on the screen with the most relevant websites for that keyword.
The process of getting a good ranking to be able to appear on the first page of Google organically is not an easy matter because you don't only have to know Google's algorithm. You also have to frequently create content with good SEO principles. If you have done good SEO techniques, it should be in Google search results, your website pages can enter.
SEO Benefits for Websites and Businesses
Maybe you are wondering, why do you still have to implement website SEO? Even though you can promote your site through other marketing channels. For example, installing a website link in Instagram bio, using the swipe up feature, and so on.
So, you need to know, most of the traffic—especially business websites—comes from search engines. Whatever the industry sector: technology, fashion, health, and so on.
Of course, the amount of traffic affects the success of the website in achieving its goals. In full, here are the SEO benefits that you should miss:
1. Increase Visitor Traffic
Content can appear in search results alone is not enough. If the content you produce can only appear on pages two, three or even higher than that, the chances of getting a lot of traffic from search results will be even smaller. Therefore, your content must enter on page one of Google in order to get a lot of organic traffic.
2. Increase Business Conversions
The conversion value will also increase with SEO. Make sure to target transactional keywords to get visitors who want to buy your product or service.
3. Reach Wider Users
SEO can also reach a wider range of users. It is enough to create blog articles, by applying informational keywords, and optimizing both on page and off page.
4. Get Business Benefits in the Long Term
And the last benefit is getting profit (profit) in the longer term. Also make sure to always optimize your website regularly and do competitor research and keep abreast of developments from Google's update algorithm.
5. Capture the Right Target Audience
Not only does it help your audience find websites, Google SEO also allows you to capture the right target audience.
The reason is, you can target keywords according to the search intent or target audience in searching for certain keywords.
For example, your website's search intent is to educate your audience about certain information. As a skin care businessman who has done research, you know the target audience is curious about Niacinamide.
As a result, you create blog content about the benefits of Niacinamide, as well as inform that your brand contains this substance. By applying SEO techniques, this content has the potential to be found by your target audience via Google.
6. SEO captures the right target audience
Plus Google's algorithm prioritizes a unique search experience.
That is, Google's algorithm will determine content recommendations that appear on search pages taking into account the characteristics of the audience. Starting from its location, search history, and so on.
This means that by implementing search engine optimization, your website content will have more potential to appear to your targeted audience. As a result, traffic and conversion opportunities increase.
7. Building Brand Awareness
The simplest way that people can do to find the product they want is: search for info on Google.
people prefer to search for products on Google than other review sites.
That means, Google is indeed a strategic place to introduce a product or build brand awareness.
3 Types of SEO on Websites
There are three types of website optimization for search engines: on page, off page, and technical. Even though they both aim to skyrocket website ranking, the focus of the three is different. The following is a complete explanation of the types of SEO:
1. On-Page SEO
Goal: optimizing website content so it's easy to find the target market
SEO on page is an attempt to optimize the website in the area that visitors see. The aspects that are maximized are:
- Content title;
- Content structure;
- Content image;
- Keyword distribution;
- Content quality;
- Internal links;
- Elements (meta description, tags, etc);
With on-page SEO, it will be easier for your content to appear on Google. And the more relevant the contents of the content are with the keywords you are aiming for, the more your audience needs will be answered and Google will skyrocket your website ranking.
For the record, this type of SEO is the easiest to implement and you must master it, you know. So if you are just starting to learn search engine optimization, please hone your understanding of on-page SEO first.
2. SEO Off-Page
Purpose: to help Google understand how useful and relevant content is to others
Off page SEO is an attempt to optimize a website from outside areas. Here are the aspects that you can improve:
- Link building (activity to get links from other websites, aka backlinks);
- Increase in DA (Domain Authority: score to predict website ranking opportunities on Google);
- Increase in PA (Page Authority: a score that shows the opportunity for a website page to be in the top ranking of Google);
- Promotion of content through social media and other marketing channels;
- Guest blog (activities to post your quality articles on other websites where there is a backlink to your site).
With strong SEO Off page, Google will be more sure that your site is useful for other people. As a result, the credibility of the site and the potential to increase its ranking also increases.
3. Technical SEO
Goal: optimizing the website structure so that it performs optimally and is accepted by Google.
Technical SEO is an attempt to optimize search engine optimization on the inside of the website (technically). Broadly speaking, these are aspects that fall into the technical realm:
- website speed;
- Website structure;
- XML Sitemaps;
- Site security (SSL);
- SEO friendly theme;
- website layouts;
Applying technical SEO, your website will have a good structure and be easy for search engines to read. As a result, Google's chances of indexing your site are even greater.
Key SEO Factors
There are at least 8 main factors for optimizing web pages with SEO. The following is an explanation related to the eight factors.
1. URL structure
The first factor that must be considered is the creation of the correct URL structure and according to the topic being discussed. Apart from that, make sure to also make a permalink or slug that contains the main keywords of your web content page.
2. Using SSL/TLS
Since 2014, Google has prioritized websites that use SSL/TLS. With SSL, it can increase the security of user data because it has been encrypted when the data transfer process occurs on the website.
An SSL (Secure Socket Layer) certificate is very important in optimizing a website. The way to find out whether your website has SSL/TLS or not is by looking at your URL. If you are still using HTTP, then it is certain that your website does not have SSL/TLS. However, if you have proof of certificate, then your URL will start with HTTPS.
3. Determine Content Topics
After doing some of the preparation above, the next step is to determine the topic you want to master. To get interesting content, with large traffic, we recommend doing keyword research to get more detailed information that is relevant to your business.
4. Define Search Intents
The next indicator is to determine the search intent first. Search intent itself is a division of keywords based on business goals to be achieved. At least, there are four kinds of search intent, including:
- Informational, for the need to provide a broad range of topic information.
- Navigational, to direct keywords to the company / brand name directly.
- Commercial Investigation, for commercial needs and comparing two products.
- Transactional, namely keywords that are used for needs and increase the value of business conversions.
5. Structure the Content
Next, create a good content structure and comply with the principles of good article writing. In general, it will use the 5W + 1H principle. Don't forget to create a heading structure, add images, videos or infographics to support the content you create.
6. Meta Tags
The sixth indicator is adding a meta title and description. This is very important, to help Google recognize your website pages. In making it, there are also important rules, which do not write too much meta title and description.
The more backlink you get, Google will consider your website to have high credibility. Make sure the backlinks you get come from quality blogs or websites.
8. Optimizing website speed
For the last indicator, it is the most important thing to do. Since 2018, Google has determined that website loading speed, both on desktop and mobile, is included in one of the SEO indicators. The faster your website, the easier it will be for you to get ranking on search pages on search engines.
By implementing search engine optimization as the right way to start a business, you will be flooded with traffic and get abundant benefits. Starting from expanding awareness, encouraging transactions, to extending the life of the business.