Search engine optimization (SEO) is the ongoing work of improving a website’s presence in search engines. It targets unpaid, direct, and paid traffic sources, and its goal is to generate as much organic traffic as possible so you reach the largest number of people in the least amount of time. The steps below explain how to optimize your website for maximum visibility in search engines, and how to pick the right method for your site.

What does Google actually look for?

Google uses roughly 200 factors to rank websites, and not all of them carry the same weight. Page speed and content quality sit among the most important. Some meta tags are essential, while others are largely arbitrary: meta descriptions, for example, are not a ranking factor. Even a relevant page still needs enough search volume to bring traffic in.

How do you create content that ranks?

High-quality content is the foundation. A well-written blog post keeps visitors happy and encourages them to share it with others. Incoming links are a key element of ranking well in search engines: the more high-quality links pointing to your site, the more value and trust Google assigns it, and the more credibility your website builds.

Why does SEO matter for every type of website?

A high-quality site that meets Google’s requirements is not built overnight. SEO is crucial for every type of website, from small businesses to large online stores. Done well, it helps ecommerce businesses sell more products, increases brand visibility, and generates leads, which together boost web presence and revenue.

How do search engines rank content?

Knowing which keywords your target audience uses, and how search engines rank content, is crucial to improving your business. A site that is not optimized for search engines gets left behind and misses out on significant revenue, especially for ecommerce sellers who rely on organic discovery.

What is the difference between paid and organic search?

Paid search aims to drive more traffic through ads. Organic search aims to rank your pages naturally. Both are different paths to the top of the results page, and both are only half the battle on their own: Google still needs to see that your content is relevant before visitors click your ads and buy your products.

What are on-page and off-page SEO?

Search engine optimization splits into two related processes. On-page SEO makes sure your website’s content is relevant and delivers a good user experience, and is usually handled through a content management system such as WordPress, Wix, Drupal, Joomla, Shopify, or Magento. Off-page SEO is driven by backlinks to your site, which build your reputation and your website’s success.

Why are keywords and inbound links so important?

To rank well on Google, your website must be optimized for specific keywords, and your content must be relevant and useful to your target audience. Inbound links are a vital part of search engine optimization and the primary source of organic traffic to your site. Those links should be high quality, and the right words and phrases in your content will improve your SEO.

How does on-page optimization work in practice?

On-page optimization makes the content on your site relevant and provides a good user experience. The content can be created through a content management system, with WordPress, Wix, Drupal, Joomla, Magento, and Shopify among the common options. Off-page optimization focuses on the backlinks to your website, and those backlinks help establish your brand in search engines.

FAQ

What is search engine optimization?

Search engine optimization (SEO) is the ongoing process of improving a website’s presence in search engines. It targets unpaid, direct, and paid traffic sources and aims to generate as much organic traffic as possible.

What is the difference between on-page and off-page SEO?

On-page SEO makes your website’s content relevant and provides a good user experience, usually through a content management system such as WordPress, Wix, Drupal, Joomla, Shopify, or Magento. Off-page SEO is driven by backlinks to your site, which build your reputation and help your site succeed.

How many factors does Google use to rank websites?

Google uses roughly 200 factors to rank websites. Page speed and content quality are among the most important, while meta descriptions are not a ranking factor.

Related coverage

• The Definitive Guide to SEO for Business Owners: How to Optimize Your Website for Search Engines
• Local SEO – How to Get Your Website to Rank Higher on Search Engine Results Pages (SERPs)