SEO Basics

Please note the content in this post comes from another blog written by Samantha Russell.

What is SEO?

SEO, or Search Engine Optimization, is a multistep process of enhancing the content on your website, so search engines show your business organically when a user (someone using the search engine) types in a relevant query (the words they use in their search).

Search engines like Bing and Google seek to understand the web's content to deliver the most relevant results to their users' search (Booth, 2020). The ultimate goal for search engines is to produce results that users will find valuable. To do this, they use algorithms – preparatory algebraic-based formulas that scan all the content out there and search for authoritative and relevant results for queries.

Search Results appear on a search engine results page or SERP for short. Depending on the users' query, the search engine will configure the resulting SERP in a way it thinks is most applicable to the user's search query (Booth, 2020). Let's say you were looking for a new snowboard in Edmonton using Google. In this case, you would most likely see Paid results at the top of the page, followed by local listings and then a list of up to 10 organic results. At the bottom of the page, Google shares similar searches other users have run to help you specify your query and, so they can show you results that might better align with what you are really looking for.

To learn more about SERP results, check out our tidbit on Making sense of search results.

Setting Expectations

SEO results take time, and optimization is a never-ending process. The adjustments you make on your website's content today will not produce results today. Search engines need time to discover the changes made and reassess these changes' quality and the relevancy of these changes (Booth, 2020). Beyond this, what was made your content authoritative and relevant in yesterday's algorithm, may not tomorrow. And, be wary of ads and companies that claim to bump up your ranking quickly. These are scams.

Here's the high-level process for implementing SEO:

Establishing yourself or your business as an authority (Domain Authority) is a long-haul process. Most search engines look for links to your site or blog from other sites that it deems credible sources - these are called 'backlinks'. To a lesser extent, the natural keywords used on your site also tie into the equation (Patel, n.d.).

An SEO campaign is different from the traditional marketing campaign. You are optimizing the content for two distinct audiences – the consumers you are trying to attract and the search engine itself. Be conscientious of your content's quality and make sure that your intended (human) audience will find it exciting and of value.

Working with Businesses

A consistent and ongoing SEO strategy will enhance your businesses' online presence and help you reach a larger, higher quality, and intent-driven audience. This, in turn, affects your measurable ROI (return on investment).

Works Cited

Booth, D. (2020, 11 16). SEO Foundations. Retrieved February 2021, from LinkedIn Learning: https://www.linkedin.com/learning/seo-foundations/leveraging-the-power-of-search-to-accomplish-your-business-goals?u=2109516

Patel, N. (n.d.). How to Boost Domain Authority: Checking and Improving This Key Site Metric. Retrieved February 2021, from Neil Patel: https://neilpatel.com/blog/boost-your-domain-authority/