Search Engine Optimization is the process of improving the visibility of a website within the organic search engine result pages by incorporating search engine friendly elements into a website.
A successful search engine optimization campaign will have, as part of the improvements, carefully selected, relevant keywords which the on-page optimization will be designed to make prominent for search engines.
Search engine optimization is broken down into two basic areas: on-page and off-page optimization.
- On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images.
- Off-page optimization refers to backlinks.
About Search Engines
On the surface, search engines have the simple task of coordinating search traffic to relevant websites that best match the search query. Of course, under the surface, this is a gigantic and complex task that requires the smart folks at places like Google or Bing to determine and weigh hundreds of variables designed into a usable algorithm that measures data relevance. This requires search engines to constantly crawl/spider the internet building an index of websites, content, relevance, and popularity.
Once a search engine spider is on a website it downloads volumes of data into massive databases housed in gigantic nondescript server facilities to analyze and store this data into searchable content ready-to-be-used for future search queries.
On-Page Optimization Factors
Some web elements are easier than others for search engines to analyze and measure relevance. For example, user defined metadata, sitemaps, simple text, links, and links to other contextually relevant pages/sites is much easier and faster for a search engine to index and catalog then say a PDF or image. On-Page Optimization is focused on improving these elements to make it easier for search engines to crawl, index, and properly categorize the data within your website.
In business, you may have heard the mantra, “Cash is King!” – well in SEO, the mantra is, “Content is King!” The content of a webpage ultimately decides its long-term search engine position; poor content should expect poor position, good content ought to expect high position.