SEO Search engines help people find the information they need to make decisions online. They work by analyzing the pages across the Internet to match people’s search queries with content they consider relevant to those queries. This process is called ranking. Search engine optimization, or SEO, is the process of optimizing a website or page to increase its rank in search engines’ results pages (SERPs).
A typical SERP contains both organic and paid results. Paid results are those that businesses have paid to appear in the search results, typically marked by a sponsored tag. Organic results are those that Google has ranked according to its algorithm. Search engines use an elaborate system of crawling, indexing and ranking to determine how well a webpage is optimized for particular search terms.
Demystifying Search Engine Optimization (SEO): A Beginner’s Guide
While search engines keep their algorithms secret, many of the core elements that influence ranking are known. These are called ranking factors, and they’re the focus of an effective SEO marketing strategy.
There are three main types of ranking factors: technical, content and links. While the majority of ranking factors are outside of a business’s control, on-page SEO, such as improving a page’s title tags or keyword density, and off-page SEO, such as building high-quality links, are within your control. In addition, conversion rate optimization (CRO) is a growing part of on-page SEO, as it improves the way visitors interact with your site and can indirectly influence ranking. Creating A/B tests in software such as Optimizely is a simple and cost-effective way to implement CRO for any website.