What is Search Engine Optimization (SEO)?

What is Search Engine Optimization? How to apply it to your website.

What is Search Engine Optimization (SEO)? The website is one of the media or channels that are widely used by business people today in digital marketing. In addition, the website also functions as a forum for promoting various products, both in the form of commodities and services. SEO is one of the methods to promote and introduce your company website item or profile.

Indeed, there are other methods available besides SEO. Starting with SEM (Search Engine Marketing), which focuses on Google advertising, we move on to optimizing social media and other marketing channels. This essay will only discuss the meaning, types, and benefits of SEO.

What is Search Engine Optimization (SEO)?

We’ll start by debating the true meaning of SEO. Search Engine Optimization, or SEO, is a term that refers to maintaining a website’s pages that appear on the first page of Google search results.

So, the broad definition of SEO is the process of optimizing a website to achieve high rankings in search results, particularly organic search results. Which, the user or when entering a search keyword (keyword) in the browser and the Google search engine.

SEO is very focused on organic keyword searches, in contrast to SEM, which is very focused on advertising media provided by Google. So, if you are creating a website, it is better to optimize it using SEO instead of SEM, because the latter requires funds or capital to promote ads on Google.

Types of traffic generated through SEO

After studying the definition of SEO, we will discuss the different forms of traffic generated by SEO. Today, there are three distinct types of traffic, each with its own set of functions and characteristics.

Enough Traffic

The first type is referred to as quality traffic. To measure the value of traffic quality, look at the conversions made from visitor data entered on your website.

For corporate websites, the higher the conversion rate of site visitors to buyers, the higher the quality of traffic coming from your website. In general, visitors will see and learn about the items you sell. As a result, it is included in traffic through transactional terms.

Total Traffic

Traffic volume is also carefully calculated to optimize website performance. The more visitors that visit each page of your website, the more valuable traffic you may get.

So, when developing a business website, you should include lots of pages with high-quality content. Where you can compile a collection of articles in the form of a blog featuring keyword rich content.


Natural Traffic

Lastly, there is organic traffic, which website owners love because it is free of cost. In addition, organic traffic can increase the number and conversion of visitors.

For example, when a user types a keyword into a search engine in a browser and then clicks on one of the search results links. To be sure, visits to these links are organic traffic.

How Search Engine Optimization (SEO) Works and Techniques

After discussing the various sources of traffic, we will cover how SEO works and approaches to optimizing website pages for search engines.

To start, you need to focus on getting to the first page and reaching the top position between 1st and 3rd rank. This is not as easy as it sounds. The three main tasks of a search engine or search engine itself are to find the query or query that you type.


The first step is for search engines to crawl, collecting data from all websites, from pages to links.


After a successful crawl, the web crawler will save the information to the entity list: index.


Finally, search engines will display ranking results based on the content most relevant to the searched keywords.

In addition, Google’s algorithms always ensure that consumers receive information and materials from credible and relevant sources. Google’s algorithms are also regularly modified to reflect the time and available technology.

The algorithm is called by several other names, including Panda, which is an algorithm for filtering actions (filters), rewarding, and penalizing website content. Then Penguin is a spam filtering algorithm. Finally, there is Hummingbird, which is an algorithm that improves the quality of the previous two algorithms.

With an SEO strategy, you should consider polishing your knowledge of computer languages ​​and technical tasks. There are a number of indicators that you should monitor and optimize to improve web page performance.

Auditing key web vital data, robots.txt, sitemaps, breadcrumbs and page speed are just a few examples. You can verify this information using Google’s built-in tools, Google Search Console (GSC) and Google Analytics (GA). Also, don’t forget to always update and optimize your on-page and off-page SEO.

Types of SEO

After learning about how SEO works and tactics, we’ll cover the various types of search engine optimization.

On-page Search Engine Optimization (SEO)

The first type is on-page SEO optimization. This can be implemented by making minor tweaks and changes to the content and pages of your website. Some points to note include the following:

Doing Keyword Analysis (Keyword Research)

Before developing a website, do some keyword research relevant to your organization. The goal is to determine traffic volume predictions for keywords that are important to your business.

In addition, it is important to research the keywords used by your competitors to produce pages with superior content. Also, make sure that your website offers interesting and unique content or page views, so that when Google crawls it, your website is not flagged as spam or includes aspects of content duplication or plagiarism.

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Fixing Technical Issues

To make the work of web crawlers easier, always check for technical errors in on-page SEO. Technical improvements, such as verifying sitemaps, replacing broken links, preventing redirect issues, and fixing broken URLs.

Web Page Optimization

The third stage is to make improvements, especially on website content. The optimization process consists of adding meta titles and descriptions, creating appropriate headings, distributing keyword density, creating alternative images, creating logical content structures, and creating content relevant to the targeted keywords. .

Personalize User Experience

Finally, every element, color, text, image and button on your website pages should be customized to ensure that visitors have a positive experience. In addition, you must consider the speed of the web and the development of the content structure according to the theme created.

The easier it is for users to reach your site, the more visitor traffic you will receive and the higher the authority value of your website.

Off-Page Search Engine Optimization

The second type is off-page SEO, which is used to optimize websites. This stage is typically used to help increase website traffic if on-page optimization alone is not enough to increase traffic conversions for your business.

Include Backlinks

Backlinks are the most frequently used strategy by website owners to increase authority if your link site is posted on other websites belonging to other people. As such, sitelinks will be on other websites and will usually serve as recommendations for your site.

Do Promotion

In addition, you can promote your website by submitting pages to your social media sites. The goal is to attract more tourists. You can target social media networks like Facebook, Twitter, and Instagram.

In addition, all three sites offer sponsored ads to market your business goods. The more contacts you develop, the more incoming visitors your site will receive.

Significant SEO Indicators

There are at least eight main factors to consider when optimizing a web page for SEO. The next section contains an explanation of the eight indicators.

URL structure

The first indicator to check is the construction of a URL structure that is appropriate to the topic being discussed. Also, develop permalinks or slugs for your online content pages that contain the main keywords.

Secure Sockets Layer/Transport Layer Security (SSL/TLS)

Since 2014, Google has prioritized SSL/TLS encrypted web pages. SSL can help strengthen the security of user data by encrypting it during the data transfer process on websites.

SSL (Secure Socket Layer) certification is essential for website optimization. The easiest approach to determine if your website uses SSL/TLS or not is to check the URL. If you’re still using HTTP, your website doesn’t support SSL/TLS. However, if you have proof of certificate, your URL will start with HTTPS.

Identify Content Topics

After completing some previous preparations, the next step is to identify the subjects you want to master. To create engaging content that attracts a large number of visitors, we recommend doing keyword research to reveal more precise information about your organization.

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Define Search Destination

The following signal is to confirm the search intent first. The term “search intent” refers to the classification of terms depending on the business objectives to be achieved. There are at least four different types of search intents, including the following:

  • Informational, because of the need to provide information on a wide variety of topics.
  • Navigation, to guide the user directly to the company/brand name.
  • Commercial Investigation, carried out for commercial purposes and involves the comparison of two products.
  • Transactional, i.e. keywords used to meet needs and increase business conversion value.

Set Content Structure

After that, develop an effective content structure that adheres to the rules of effective article writing. By and large, it will operate on the premise of 5W + 1H. Don’t forget to develop your header structure and complement your material with photos, videos, or infographics.

meta tag

The sixth indicator is to include a meta description and title. This is important to help Google recognize the pages of your website. There are also important guidelines for its creation, one of which is to avoid writing excessive titles and meta descriptions.

Add backlink

The more backlinks your website receives, the more Google will consider it credible. Make sure that the backlinks you receive are from reputable blogs or websites.

Increase your website speed

For the last indicator, this is the most critical step. Since 2018, Google has added page loading speed, both on desktop and mobile, as a ranking factor. The faster your website loads, the easier it will rank on search engine results pages.

Benefits of funds Advantages of SEO

There are many advantages to SEO. Following are some possible explanations for this.

Increase the number of visitors

The benefits of SEO include increasing organic website visitor traffic. You are not required to invest in advertising or promotions.

Increase Business Conversions

SEO will also increase the conversion value. Make sure you target transactional keywords to attract people who are interested in buying your goods or services.

Expanding User Base

In addition, SEO can help you reach a wider audience. All you have to do is write blog entries, include informative keywords, and optimize both on and off page.

Business Long-Term Profitability

Lastly, there is the advantage of making a profit over a longer period of time. Also, make sure you regularly improve your website, conduct competitive research, and monitor the evolution of Google’s revised algorithms.


Search Engine Optimization is a technique for optimizing the pages of your website to increase their ranking in Google search results pages. SEO is classified into two types: on-page and off-page. Make sure you apply all the indicators we have discussed and that you stay up to date with the updated algorithm. In addition, develop content that is free from plagiarism and duplication with respect to your competitors.

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