SEO

 

SEO

What is SEO?

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

What goes into SEO?

To understand the true meaning of SEO, let's break that definition down and look at the parts:

• Quality of traffic. You can attract all the visitors in the world, but if they're coming to your site because Google tells them you're a resource for Apple computers when really you're a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer.
• Quantity of traffic. Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better.
• Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don't have to pay for.
  

  How SEO works

  You might think of a search engine as a website you visit to type (or speak) a question into a box and Google, Yahoo!, Bing, or whatever search engine you're using magically replies with a long list of links to webpages that could potentially answer your question.

  That's true. But have you ever stopped to consider what's behind those magical lists of links?

  Here's how it works: Google (or any search engine you're using) has a crawler that goes out and gathers information about all the content they can find on the Internet. The crawlers bring all those 1s and 0s back to the search engine to build an index. That index is then fed through an algorithm that tries to match all that data with your query.

  Learning SEO

  This section of our site is here to help you learn anything you want about SEO. If you're completely new to the topic, start at the very beginning and read the Beginner's Guide to SEO. If you need advice on a specific topic, dig in wherever suits you.

  Here's a general overview:

  Building an SEO-friendly site

  Once you're ready to start walking that SEO walk, it's time to apply those SEO techniques to a site, whether it's brand new or an old one you're improving.

  Content and related markup

  A site isn't really a site until you have content. But SEO for content has enough specific variables that we've given it its own section. Start here if you're curious about keyword research, how to write SEO-friendly copy, and the kind of markup that helps search engines understand just what your content is really about.

  On-site topics

  You've already learned a lot about on-site topics by delving into content and related markup. Now it's time to get technical with information about robots.txt.

  Link-related topics

  Dig deep into everything you ever needed to know about links from anchor text to redirection. Read this series of pages to understand how and when to use nofollow and whether guest blogging is actually dead. If you're more into the link building side of things (working to improve the rankings on your site by earning links), go straight to the Beginner's Guide to Link Building.

  Other optimization

  Congratulations! You've mastered the ins and outs of daily SEO and are now ready for some advanced topics. Make sure all that traffic has the easiest time possible converting with conversion rate optimization (CRO), then go micro level with local SEO or take that site global with international SEO.

  The evolution of SEO

  Search engine algorithms change frequently and SEO tactics evolve in response to those changes. So if someone is offering you SEO advice that doesn't feel quite right, check in with the specific topic page.

  For a more technical look at SEO, check out this short video from Rand Fishkin.

  Go forth and SEO…

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  Keep learning

• What is On-Site SEO?
• What is Off-Site SEO?

 

On-Site SEO

What is on-site SEO?

On-site SEO (also known as on-page SEO) is the practice of optimizing elements on a website (as opposed to links elsewhere on the Internet and other external signals collectively known as "off-site SEO") in order to rank higher and earn more relevant traffic from search engines. On-site SEO refers to optimizing both the content and HTML source code of a page.

Beyond helping search engines interpret page content, proper on-site SEO also helps users quickly and clearly understand what a page is about and whether it addresses their search query. In essence, good on-site SEO helps search engines understand what a human would see (and what value they would get) if they visited a page, so that search engines can reliably serve up what human visitors would consider high-quality content about a particular search query (keyword).

The ultimate goal of on-site SEO can be thought of as attempting to make it as easy as possible for both search engines and users to:

• Understand what a webpage is about;
• Identify that page as relevant to a search query or queries (i.e. a particular keyword or set of keywords);
• Find that page useful and worthy of ranking well on a search engine results page (SERP).

Keywords, content, and on-site SEO

In the past, on-site SEO has been synonymous with keyword use — and specifically, including a high-value keyword in several key locations on a website.

To understand why keywords are no longer at the center of on-site SEO, it's important to remember what those terms actually are: content topics. Historically, whether or not a page ranked for a given term hinged on using the right keywords in certain, expected places on a website in order for search engines to find and understand what that webpage's content was about. User experience was secondary; simply making sure search engines found keywords and ranked a site as relevant for those terms was at the heart of on-site SEO practices.

Today, though, search engines have grown exponentially more sophisticated. They can extract a page's meaning from the use of synonyms, the context in which content appears, or even just by paying attention to the frequency with which specific word combinations are mentioned. While keyword use still matters, prescriptive methods like using an exact-match keyword in specific locations a requisite number of times is no longer a tenant of on-page SEO. What is important is relevance. For each of your pages, ask yourself how relevant the content is to the user intent behind search queries (based on your keyword usage both on the page and in its HTML).

In this way, on-site SEO is less about keyword repetition or placement and more about understanding who your users are, what they're looking for, and about what topics (keywords) can you create content that best fulfills that need. Pages that meet these criteria have content that is:

• In-depth."Thin" content was one of Google Panda's specific targets; today it's more or less assumed that content must be sufficiently thorough in order to stand a good chance at ranking.
• User-friendly. Is the content readable? Is it organized on your site in such a way that it's easily navigable? Is it generally clean, or littered with ads and affiliate links?
• Unique. If not properly addressed, content duplicated from elsewhere on your site (or elsewhere on the Internet) may impact a site's ability to rank on SERPs.
• Authoritative and trustworthy. Does your content stand on its own as a reliable resource for information on a particular topic?
• Aligned with user search intent. Part of creating and optimizing for quality content is also delivering on searcher expectations. Content topics should align with the search queries for which they rank.

Non-keyword-related on-site SEO

Beyond the keywords (topics) used in content on a webpage and how they're discussed, there are several "keyword-agnostic" elements that can influence a page's on-site optimization.

Those include things like:

• Link use on a page: How many links are there? Are they internal or external? Where do they point to?
• Page load speed
• Use of Schema.org structured data or other markup
• Page URL structure
• Mobile friendliness
• Page metadata

All of these elements tie back to the same basic idea: creating a good user experience. The more usable a page is (from both a technical and non-technical perspective), the better that page's on-site optimization.

How do you optimize a page?

Fully optimizing a page on your website requires both text- and HTML-based changes. Check out this article for more information on the on-site factors that contribute to ranking, and how you can improve your own website pages.

Off-Page SEO

What is off-page SEO?

"Off-page SEO" (also called "off-site SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).  

Optimizing for off-site ranking factors involves improving search engine and user perception of a site's popularity, relevance, trustworthiness, and authority. This is accomplished by other reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your website, and effectively "vouching" for the quality of your content.

Why does off-page SEO matter?

While search algorithms and ranking factors are constantly changing, the general consensus within the SEO community is that the relevance, trustworthiness, and authority that effective off-page SEO affords a website still play a major role in a page's ability to rank.

While we don't know the full algorithm Google uses to rank content, data from our Search Engine Ranking Factors study show that off-site SEO-related factors likely carry more than 50% of the ranking factor weight.

Links and off-page SEO

Building backlinks is at the heart of off-page SEO. Search engines use backlinks as indications of the linked-to content's quality, so a site with many high value backlinks will usually rank better than an otherwise equal site with fewer backlinks.

There are three main types of links, defined by how they were earned: natural links, manually built links, or self-created links.

• Natural links are editorially given without any action on the part of a page owner. For example, a food blogger adding a link to a post that points toward their favorite produce farms is a natural link.
• Manually built links are acquired through deliberate link-building activities. This includes things like getting customers to link to your website or asking influencers to share your content.
• Self-created links are created by practices such as adding a backlink in an online directory, forum, blog comment signature, or a press release with optimized anchor text. Some self-created link building tactics tend toward black hat SEO and are frowned upon by search engines, so tread lightly here.

Regardless of how links were obtained, those that offer the greatest contribution to SEO efforts are generally those that pass the most equity. There are many signals that positively contribute to the equity passed, such as:

• The linking site's popularity
• How related the linking site's topic is to the site being linked to
• The "freshness" of the link
• The anchor text used on the linking site
• The trustworthiness of the linking site
• The number of other links on the linking page
• Authority of the linking domain and page

Non-link-related off-site SEO

While earning links from external websites is the most commonly practiced off-page SEO strategy, almost any activity that a) occurs outside of your own website and b) helps to improve your search ranking position could be thought of as "off-page SEO." These include things like:

• Social media marketing
• Guest blogging
• Linked and unlinked brand mentions
• Influencer marketing

It's important to note, though, that the net result of each of these activities is to somehow create a reference to your site from elsewhere on the web — be that reference a link, a mention of your brand or website, or otherwise. So, the concept of truly  "non-link-related" off-page SEO is actually a bit of a misnomer!

A note on local off-page SEO:

Off-page SEO relies on human behavior (namely, that people only reference and share content they like). As such, it applies to both organic and local SEO. Even in a brick-and-mortar business, high-quality products get a lot of word-of-mouth referrals from current customers — the in-person equivalent of off-page SEO.

How to do off-page SEO

At a high level, improving the "off-page SEO" of a website involves improving search engine and user perception of a site's quality. This happens by getting links from other sites (especially those that are reputable and trustworthy themselves), mentions of your brand, shares of your content, and "votes of confidence" from sources outside of your own website.

To learn more about doing off-page SEO, check out this chapter in the Beginner's Guide to SEO.

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