What is SEO and what does it stand for?
What does SEO really mean, you may be asking yourself, or what does Search Engine Optimisation really entail. We’ve covered the basis below.
“Ads are Annoying”
Have you ever been bombarded with ads when you are watching a YouTube or Facebook video? You might be annoyed by it, but this leads to huge sales for customers. The reason for this is brand visibility. The more visible your brand, the more customers – and by extension sales – you will be able to secure and receive.
The Good Without Ugly
SEO works on the same formula but without the annoying factor of ads between videos. Exposing your brand and visibility through natural means, which in turn engages new audiences. A popular opinion on the web is that “if your ads are ruining my video, they make me hate your brand even more”. One could say that SEO brings all the good without bringing the ugly. People are wanting to find you.
What is SEO?
Okay, so we have been sugar-coating it, and rightly so, but what does SEO stand for? SEO is Search Engine Optimisation, and it is the process of improving – or optimising – your website to increase its visibility for relevant searches in search engines such as Google or Bing! This is very vital to a business as the more visible you are, the higher the chances of attracting clientele and sales for your business.
Importance of SEO
All Hail Google!
As of December 2020, Google still ranks as the king of all search engines with over 90% search engine market share. This becomes vital when promoting a business because we know which search engine to target. This is an important piece of information as it brings me to the next point:
SEO in Digital Marketing
As mentioned earlier, SEO is responsible for improving the visibility of your website. The easier it is to find your product on the internet, the better it will be to make sales.
If you still don’t understand the importance of SEO, let me tell you a fact: About a quarter of internet traffic never clicks past the first link that appears on a Google search. According to studies, 33% of internet traffic goes to the first link. And by the 5th link, 75% of the traffic has already found their search result. So, what is SEO in digital marketing? It is the adoption of practices that will help rank your website among the top search results of Google.
Google Algorithm: BERT
Google has been employing some algorithms to present the relevant search data according to queries. The latest algorithm, BERT, was made effective from December 2019, and it is one of the biggest changes in the previous 5 years. BERT – which is an acronym for Bidirectional Encoder Representations from Transformers – is an innovative algorithm capable of understanding human language in a search box.
Previously, search results were based on keywords only where relationship-showing words such as “for”, “to”, etc. were ignored. For example, if previously someone would search for “travel VISA for UK from Canada”, the search results would be focused on all travel VISAs to and from UK. Now, the new algorithm will understand that a person wants to travel to UK – and not from UK – and will show the data relevant to the requirement. And to top it off, it is also able to understand human-like questions that involve what, where, etc.
How to Boost SEO?
There are several methods of improving your website’s SEO. Following are some of the most common and efficient SEO practices:
- Employing Keywords
This is the oldest, and still one of the most efficient SEO practices. Keywords are words or phrases that a person might type in the search box. Google will then analyse the internet and present the data that is the most relevant to the search. Keywords will help you target this relevance. You should use both short-tail and long-tail keywords for better results.
Content on your website such as articles, blog posts, videos, etc. will also help target the keywords. Furthermore, when you post content related to a topic, you are increasing your brand visibility. Your brand will be the first to arrive in the mind of your website visitor when they need to make a relevant purchase.
- Search Engine Marketing
This is also known as SEM and it involves the employment of ads for marketing such as Google ads, social media ads, and pay per click ads, etc.
- Optimising for Mobile-viewing
There are many more SEO-boosting practices such as optimising websites for mobile use. Most of the internet traffic now uses mobiles as a means of surfing. This is why the user experience must be friendly. Furthermore, most will also use voice search, so it is also important that you target the common voice search questions such as “where is the nearest coffee shop?”
The visibility of a website is dependent on the SEO of that website. SEO is extremely vital for a business to attract customers online, and in today’s age, everything is found and conducted online. You can use several SEO tools and SEO practices, in addition to those mentioned above, to promote your ranking in a google search result. It shouldn’t be limited to that only but should also be expanded to mobile viewing, especially when you need to target a local market for SEO.
Fun Fact: Video search is becoming popular – with YouTube securing the place as the 2nd most popular search engine.