What Is Search Engine Optimization?

Search Engine Optimization (SEO) is NOT a relatively new thing in the digital marketing world. However, to someone who is new to the marketing industry, it can be a tad bit difficult to understand and completely grasp the meaning of SEO and its importance to businesses. However, if you want to make it big in the digital marketing industry, SEO is one of the first things you need to understand.

Defining Search Engine Optimization

SEO is basically a process that allows you to increase the visibility of your website and give it a better rank on an organic search engine result page. This can be done by incorporating more search engine friendly elements into your website as a part of an SEO campaign. In every successful campaign, carefully selected relevant keywords are used in web pages repeatedly to make all the pages more optimized for visibility by a search algorithm as a search keyword is entered by users.

Search Engine Optimization is broken down into two areas: off-page and on-page optimization.

On-Page Optimization

In on-page optimization, you make efforts to improve the webpage itself by improving its HTML code, the content on the page and the images added to it. It’s really important that in on-page optimization that you have very clean code. Clean code allows your website to perform better.

Off-Page Optimization

On the other hand, off-page optimization includes efforts like creating backlinks to the webpage to improve its ranking on search engines. Both of these methods are equally important when it comes to making your SEO campaign more effective.

How Search Engine Optimization Can Be Achieved

While SEO efforts might sound like something easy to achieve, they are actually quite complicated in reality due to the magnitude and diversity of approaches that can be undertaken. There is no single approach that would work equally well for every website when it comes to SEO campaigns, making it often a very tricky process. If you really want your website to get genuine traffic, there are no shortcuts to search engine optimization.

However, there are three types of efforts that are usually utilized in different combinations to achieve the desired optimization for your business:

  1. Keyword Research – Before starting, research is carried out to find out the most relevant keywords for your industry in order to use them for promotional purposes.
  2. Link Building – This is the process where you create inbound links leading back to a particular optimized page on your website, allowing it to enjoy a higher ranking.
  3. SEO Copywriting – In this process, the entire content on your website is changed to include more relevant keywords and quality content to ultimately increase the visibility of your site.

Depending on what your industry and business is, you can devise an SEO strategy that is unique for your company using a combination of these three factors. By undertaking SEO campaign with the right approach, you can make it work wonders for you in the digital marketing area.


Matthew Goulart

|2 minutes read

Matthew Goulart is the founder of Ignite Digital, a Canadian digital marketing agency. Through Ignite Digital, Goulart works with Fortune 500 companies and advertising agencies from around the world and has helped launch profitable and highly successful digital marketing initiatives for his clients.