You’ve probably heard that SEO is important and that it takes a lot of effort to build your website’s SEO. It is now one of the most popular terms in Digital Marketing.

But what is Website SEO and how does it work?

The term SEO is short for “Search Engine Optimization”. It is the process of attracting traffic through “organic” or “free” search results on search engines such as Google.

More specifically, SEO refers to actions that are required to be done on a site but also outside it, so that its content is promoted high in the search engine rankings for some keywords that represent its content.

The easiest way to find a website is through search engines, using specific words or key phrases (keywords). These can be the name of a company, the category of services (eg web development), a specific product or a service etc.

Of course, search engines work in a complex way. They use many different factors to generate search results which means that a site’s ranking in search results is influenced by many different factors. Website SEO practices are divided into On-site SEO and Off-site SEO:

On-Site SEO

The term on-site SEO refers to practices that aim to improve the effectiveness of a website in terms of content, structure, design and technical implementation. It is all the actions that must be done within the website to make it compatible with the rules of the search engine (google). That is, it consists of its content, the code, the titles of the website, its texts, the photos, the hosting of the website, the domain name.

Off-Site SEO

The term Off-Site SEO refers to the actions that must be done “outside” of the website in order to be able to build a proper backlink profile.

Backlinks are links from other pages to your page that essentially “talk” about it and recommend it. Thus, Google trusts your page more and gives it more points for its ranking in its results.

In the process of building links from other pages, it is very important to have backlinks from many different websites and ideally from “trusted” ones.

In summary

The purpose of SEO, that is, with the combination of the above practices, is for users who are interested in the information provided by your business to easily find you on the first search page when they type in the search box the keywords related to the information provided you offer.

Therefore, website SEO is a very powerful tool not only for increasing traffic and potential sales, but also for managing the company’s image in the largest search engine. As a result, SEO contributes to the promotion of websites and is an integral part of the Digital Marketing strategy.