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    Posted October 26, 2014 by
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    This iReport is part of an assignment:
    Tech talk

    The secret of SEO. Search Engines Optimization Basics


    By now probably everyone has heard at least something about the maze that is called SEO. If you own a website or are starting out in internet marketing, you also have probably encountered all the “SEO gurus” and various authorities who want to sell you their SEO services for which you are never quite sure what you are getting for the money paid. Let’s not forget our friends at Google who, unpredictable as ever, may change the rules on you. Add this to all the terms and jargons that you have to learn to get up to speed, you may be left at a point where you just don’t know how to get started on this SEO maze. To make sense of all the myriad and mixed messages on the web, you need to go back to the basics of what is Search Engine Optimization and how it can benefit you or your business.

    In a nutshell, Search engine optimization (SEO) is concerned with one main thing: how to get to number 1 on search engines for organic (unpaid) traffic. All the processes, methodologies and strategies surrounding SEO are all tools implemented with this goal in mind. All these strategies, good or bad, are seeking to be first in rankings and are constantly concerned about how to become more visible on Google or any other search engine. It is a well-known fact that most people focus on the first few websites that come up on their search results. This means that if your website appears somewhere near the bottom of the first page, never mind the second or third pages, chances are you will not get any visitors who are searching for the same service you provide. You can pay for advertising and easily jump ahead of the rest of the search results, but that is not what SEO is about. When it comes to SEO, it’s all about doing it the “natural” way and improving the visibility of your website over time. When people talk about “free traffic”, “organic traffic’ or “unpaid traffic”; this is what SEO is targeted toward getting a piece of.
    All the major search engines a.k.a. Google, Bing and Yahoo, feature what are called “primary search results” whenever a search term is entered. These include web pages, videos and local listings, all of which are ranked according to what the search engine judges to be most relevant to searchers. Search engines have entire algorithms and metrics designed to uniquely match up all the content on the web to the searches that users are making. So if your website is not being seen even though you offer exactly what the users are searching for, then it means that you need to implement search engine optimization. This could mean adding search engine friendly details onto your website, analysing your keywords and how they align with the content on your website or managing how your website is linked to across the internet.

    There are lots of sites that offer multiple approaches to search engine optimization, how to make it better or even some “hidden secrets” that somehow haven’t been discovered by anyone else. For the new internet marketing user, what you really need to understand is that good SEO is as much about what you do on-page on your website as it is about what you do off-page on other websites. In order to rank higher on Google, your website needs to be optimized in such a way that search engines see its importance where a particular keyword is concerned. On-page optimization means paying attention to your website’s elements such as HTML code, images, page titles or textual content, and making improvements that make them more understandable or accessible to search engines. Once your website is “friendly’ to search engines, you can focus on the off-page optimization which mainly means building backlinks from other websites to yours. Search engines display sites that they believe to be authoritative and relevant on the subject of whatever keyword is searched for. This relevance is measured by analysing your SEO optimized on-page content, while the authority is measured mostly by the number and quality of backlinks linking to your website. Adnan Digital Marketer has written a free guide to SEO for beginners.

    SEO is an art form of itself and for most; you have to work at your craft constantly to hone it to perfection. It is something that you take the standard knowledge about then craft it to customize it to your product or service and your specific keywords. Using trial and error, constant refining and detailed tracking, you can see whether the optimization changes that you are making result in positive or negative rankings. This type of gradual building of reputation and ranking is called white hat search engine optimization. It is the acknowledged good way of rising up in the search results rankings as opposed to the black hat strategies that are more along the grey areas of what is acceptable or not. Whether or not an SEO strategy is good for you will depend solely on your business; what goals you are trying to achieve and how fast you want the results. Based on these factors, you can get informed on how best to implement your own search engine optimization.


    So in summary, SEO is about getting improved rankings in search results by writing web pages that use relevant keywords which are most searched by people, and getting backlinks from other relevant pages to show how much more important your web page is in comparison to others.

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