SEO (Search Engine Optimization) is the practice of optimizing a website or webpage to increase the quantity and quality of its traffic from a search engine’s organic results.
How search engines work
Search engines are like libraries for the digital age.
Instead of storing copies of books, they store copies of web pages.
When you type a query into a search engine, it looks through all the pages in its index and tries to return the most relevant results.
To do this, it uses a computer program called an algorithm.
Nobody knows exactly how these algorithms work, but we do have clues, at least from Google.
Here’s what they say on their “How search works” page:
To give you the most useful information, Search algorithms look at many factors, including the words of your query, relevance and usability of pages, expertise of sources and your location and settings. The weight applied to each factor varies depending on the nature of your query – for example, the freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions.
Speaking of Google, this is the search engine most of us use—at least for web searches. That’s because it has the most reliable algorithm by far.
That said, there are tons of other search engines you can optimize for.
How SEO works
In simple terms, SEO works by demonstrating to search engines that your content is the best result for the topic at hand.
This is because all search engines have the same goal: To show the best, most relevant results to their users.
Precisely how you do this depends on the search engine you’re optimizing for.
If you want more organic traffic to your web pages, then you need to understand and cater to Google’s algorithm. If you want more video views, then it’s all about YouTube’s algorithm.
Since each search engine has a different ranking algorithm, it’d be impossible to cover them all in this guide.
So, going forward, we’ll focus on how to rank in the biggest search engine of them all: Google.
How to optimize for Google
Google famously uses more than 200 ranking factors.
The cost of SEO depends. You can hire a professional to handle it for you, or you can do everything yourself. Doing it yourself will take a lot longer, and you’ll have to account for the learning curve. However, for the most part, you could do it for almost free if you do everything on your own.
