Search engine optimization (SEO) is the process of optimizing your website to improve its organic (non-paid) ranking on search engines, drive quality traffic, and increase conversions. SEO works by ensuring your site is accessible to search engines, that your content matches user search queries, and that you earn links and follow best practices to rise in search results pages.
Keyword research
Keyword research is the practice of identifying the terms people search when looking for information online. It helps websites and content get found by search engines and grow traffic.
Start by brainstorming what your target audience would type when searching for something. Plug those ideas into a tool like Ahrefs Keywords Explorer to find thousands more keyword possibilities. A good SEO tool will also show you monthly search volume (MSV), so you can tell whether a keyword is worth targeting or whether you need to expand your list.
Treat keyword research as a continuous process aligned with your SEO strategy and objectives. Base it on what your buyer personas are actively searching for and what they want from your site.
On-page optimization
On-page SEO is the process of optimizing individual web pages to improve their rankings on search engine results pages (SERPs). It involves keywords, internal links, and high-quality content.
The most important on-page elements are the page’s title tag, headings, and meta descriptions. These elements influence ranking and the quality of traffic you attract.
Headers, the <h1> through <h6> tags, are HTML elements that label the sections of your content. They help search engines tell sections apart and match your page to a user’s search intent. Place targeted keywords in headings where they fit the content, and avoid keyword stuffing, which search engines flag and users read as spammy, hurting rankings.
Link building
Link building is the SEO practice of building relationships with other websites to increase the number of high-quality inbound links pointing at a site. Link quality is one of the top ranking factors for search engines such as Google.
Beyond general backlinks, SEOs pursue links from authoritative sites in their niche to establish the site as an authority and build reputation.
Successful link building means earning links that are relevant and credible, from sites whose Domain Authority and Page Authority are higher than your own.
Avoid low-quality tactics like buying links or submitting to web directories. Those approaches violate Google’s guidelines and damage your SEO.
Conversion rate optimization
Conversion rate optimization (CRO) is the process of raising the percentage of visitors who take a desired action on your website, social channels, or other online marketing. A desired action can range from adding a product to a cart to becoming a repeat customer.
CRO belongs in any SEO strategy because an accessible, engaging site ranks better and converts more visitors. It also lifts conversions like newsletter sign-ups and purchase orders.
Common conversions include opt-in forms, sign-ups, downloads, and purchases. The most effective CRO tactics improve user experience and the flow of content so visitors more readily become leads or customers.
FAQ
What is SEO in simple terms?
SEO, or search engine optimization, is the process of optimizing a website to improve its organic (non-paid) ranking on search engines, attract quality traffic, and increase conversions.
What are the main parts of SEO?
The main parts covered here are keyword research, on-page optimization, link building, and conversion rate optimization (CRO). Together they cover what users search for, how well your pages serve those searches, how other sites endorse you, and how visitors convert once they arrive.
Why is conversion rate optimization part of SEO?
CRO is part of SEO because an accessible, engaging site ranks better and turns more visitors into leads or customers. Tactics that improve user experience and content flow support both rankings and conversions like sign-ups and purchases.