What is Search Engine Optimization (SEO)?
SEO is a marketing discipline focused on growing visibility in organic (non-paid)
search engine results. SEO encompasses both the technical and creative elements
required to improve rankings, drive traffic, and increase awareness in search engines.
There are many aspects to SEO, from the words on your page to the way other sites
link to you on the web. Sometimes SEO is simply a matter of making sure your site is
structured in a way that search engines understand.
search engine results. SEO encompasses both the technical and creative elements
required to improve rankings, drive traffic, and increase awareness in search engines.
There are many aspects to SEO, from the words on your page to the way other sites
link to you on the web. Sometimes SEO is simply a matter of making sure your site is
structured in a way that search engines understand.
SEO isn't just about building search engine-friendly websites. It's about making your
site better for people too. At Moz we believe these principles go hand-in-hand.
site better for people too. At Moz we believe these principles go hand-in-hand.
This guide is designed to describe all areas of SEO—from finding the terms and phrases (keywords) that generate traffic to your website, to making your site friendly to search
engines, to building links and marketing the unique value of your site. If you are
confused about this stuff, you are not alone, and we're here to help.
engines, to building links and marketing the unique value of your site. If you are
confused about this stuff, you are not alone, and we're here to help.
Why does my website need SEO?
The majority of web traffic is driven by the major commercial search engines,
Google, Bing, and Yahoo!. Although social media and other types of traffic can
generate visits to your website, search engines are the primary method of
navigation for most Internet users. This is true whether your site provides
content, services, products, information, or just about anything else.
Google, Bing, and Yahoo!. Although social media and other types of traffic can
generate visits to your website, search engines are the primary method of
navigation for most Internet users. This is true whether your site provides
content, services, products, information, or just about anything else.
Search engines are unique in that they provide targeted traffic—people looking
for what you offer.Search engines are the roadways that make this happen.
If search engines cannot find your site, or add your content to their databases,
you miss out on incredible opportunities to drive traffic to your site.
for what you offer.Search engines are the roadways that make this happen.
If search engines cannot find your site, or add your content to their databases,
you miss out on incredible opportunities to drive traffic to your site.
Search queries—the words that users type into the search box—carry extraordinary
value. Experience has shown that search engine traffic can make (or break) an
organization's success. Targeted traffic to a website can provide publicity, revenue,
and exposure like no other channel of marketing. Investing in SEO can have an
exceptional rate of return compared to other types of marketing and promotion.
value. Experience has shown that search engine traffic can make (or break) an
organization's success. Targeted traffic to a website can provide publicity, revenue,
and exposure like no other channel of marketing. Investing in SEO can have an
exceptional rate of return compared to other types of marketing and promotion.
Why can't the search engines figure out my site
without SEO?
Search engines are smart, but they still need help. The major engines are always
working to improve their technology to crawl the web more deeply and return better
results to users. However, there is a limit to how search engines can operate.
Whereas the right SEO can net you thousands of visitors and increased attention,
the wrong moves can hide or bury your site deep in the search results where visibility
is minimal.
working to improve their technology to crawl the web more deeply and return better
results to users. However, there is a limit to how search engines can operate.
Whereas the right SEO can net you thousands of visitors and increased attention,
the wrong moves can hide or bury your site deep in the search results where visibility
is minimal.
In addition to making content available to search engines, SEO also helps boost
rankings so that content will be placed where searchers will more readily find it.
The Internet is becoming increasingly competitive, and those companies who
perform SEO will have a decided advantage in visitors and customers.
rankings so that content will be placed where searchers will more readily find it.
The Internet is becoming increasingly competitive, and those companies who
perform SEO will have a decided advantage in visitors and customers.
Can I do SEO for myself?
The world of SEO is complex, but most people can easily understand the basics.
Even a small amount of knowledge can make a big difference. Free SEO education
is widely available on the web, including in guides like this. Combine this with a little
practice and you are well on your way to becoming a guru.
Even a small amount of knowledge can make a big difference. Free SEO education
is widely available on the web, including in guides like this. Combine this with a little
practice and you are well on your way to becoming a guru.
Depending on your time commitment, your willingness to learn, and the complexity
of your website(s), you may decide you need an expert to handle things for you.
Firms that practice SEO can vary; some have a highly specialized focus, while others
take a broader and more general approach.
of your website(s), you may decide you need an expert to handle things for you.
Firms that practice SEO can vary; some have a highly specialized focus, while others
take a broader and more general approach.
In any case, it's good to have a firm grasp of the core concepts.
How much of this article do I need to read?
If you are serious about improving search traffic and are unfamiliar with SEO,
we recommend reading this guide front-to-back. We've tried to make it as
concise as possible and easy to understand. There's aprintable PDF version for
those who'd prefer, and dozens of linked-to resources on other sites and pages
that are also worthy of your attention.
we recommend reading this guide front-to-back. We've tried to make it as
concise as possible and easy to understand. There's aprintable PDF version for
those who'd prefer, and dozens of linked-to resources on other sites and pages
that are also worthy of your attention.
Each section of this guide is important to understanding the most effective practices
of search engine optimization.
of search engine optimization.
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