Search engine optimization (SEO) is the process of tuning your site so it ranks higher on search engines, and higher rankings translate directly into more traffic and more conversions. Almost 90% of web traffic comes from Google, and Google held 85-90% of the market share in Germany and nearly 90% in the UK by mid-2008, which is why SEO work has to match what works for Google specifically.
Why SEO matters for traffic and conversions
Higher rankings bring more clicks, more clicks bring more visitors, and more visitors mean more chances to convert. The goal of SEO is to land your site among the top three results for the searches your customers actually type. Because Google’s market share varies by country but still sits around 75% worldwide, optimizing for Google is the single highest-leverage move any website can make.
What is the first step in SEO?
Keyword research. It starts with examining your competition’s pages and the queries your target customers use to find products or services like yours. Finding keywords that relate to your business lets you optimize existing content and plan new content around real demand.
What are the two main types of SEO?
On-page optimization and off-page optimization.
On-page SEO means making sure your content is relevant and delivers a great user experience. It covers the content and structure of your website, plus meta tags that help searchers find the right page. A content management system such as WordPress, Drupal, Joomla, Magento, Shopify, or Wix handles most of this work for you.
Off-page SEO involves getting your site indexed by other websites. The backlinks and links pointing to your site build your reputation with search engines and pull in new visitors from referring pages.
How big is the SEO industry?
In 2006 there were already hundreds of SEO firms operating in the US, with nearly one hundred SEO firms in Germany by June 2008. The growth reflects how much business value rides on search visibility, since most websites are ignored by their target audiences without it.
How does SEO turn into conversions?
Ranking in the top three results puts your site in front of buyers at the exact moment they are searching. Relevant content and a strong user experience keep them on the page, and off-page signals such as backlinks build the trust that turns a visit into a sale.
SEO can be complicated, but it is absolutely vital to your online success. Start with keyword research, cover your on-page basics, build off-page authority through backlinks, and aim for the top three spots on Google.
FAQ
What is the first step in SEO?
Keyword research. Look at your competition’s pages and the searches your target customers run, then pick keywords that match your business and build or optimize content around them.
What is the difference between on-page and off-page SEO?
On-page SEO covers the content, structure, and meta tags on your own site, usually managed through a CMS like WordPress, Drupal, Joomla, Magento, Shopify, or Wix. Off-page SEO covers getting your site indexed and linked by other websites, which builds reputation through backlinks.
Why focus SEO work on Google?
Google drives almost 90% of web traffic and held 85-90% market share in Germany and nearly 90% in the UK by June 2008. Ranking well on Google puts your site in front of the largest pool of searchers in nearly every market.
Related coverage
- How SEO Can Benefit Your Business
- Maximizing Your Online Presence: A Guide to SEO for Business Owners