An Introduction to SEO

Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic.

Content ranks in search engines by building discovery and relevance by creating high quality content on topics of your interest and building authority by getting lots of high-quality links on your website.

Discovery Stage Search engine bots discover your content by crawling/spidering it. Crawling is when a search engine sends a bot to a web page and “reads” the page, it is the first part of having a search engine recognize your page and show it in search results.

Relevant Stage Search engine bots decide how relevant your content is to a specific topic by indexing it (based on signals like keywords). An index is another name for the database used by a search engine, if a website is not in a search engine's index, users will not be able to find it.

Authority Stage Search engine bots rank your content in search results based on your site’s SEO authority. Getting cited from other authoritative sites and talked about a lot builds authority, this directly impacts ranking strength. Below are some useful methods of building website authority:

  • Drive social media visitors back to your website
  • Earning a few links from different websites
  • One good external link is better to have than two low-quality links
  • How close your website is connected to trusted websites
  • Identify some reputable blogs to write guest blog content for, and reach out to their editors
  • Identify some awards your product/service can apply to win that year

Backlinks are signals to Google that your site is a high-quality resource that people want to reference, Google measures primarily through backlinks. Link building is the process of manually encouraging people to link to your website from theirs. Freelance journalists are great resources for link building, having relationships with journalists, bloggers, influencers, and others can be useful for this.