If you’ve been focusing your search on digital marketing, there’s a good chance you’ve heard the word SEO or Search Engine Optimization several times. There’s also a good chance that you’re asking yourself: what actually is SEO? Why are there millions of articles talking about it? And just how important is SEO for helping a business to grow?
Here at OGNO, we like to explain SEO in the simplest way possible: “SEO is the various means and efforts to optimize and improve the quality of your website, in order to get more traffic through organic search results. The increase in traffic is achieved by improving the ranking of your website on the search result page.“
It should become immediately clear that SEO will be your main source of traffic and that, if done correctly, it will deliver sustainable results in the long-term. But it isn’t as easy as it sounds. That’s exactly why OGNO exists: to make sure you have the tools you need to achieve the best SEO results through optimizing your website.
Google is the most popular search engine, making Google SEO the must have in your marketing planning. That said, there are many search engines available all across the world, besides Google, there are other search engines like Bing, Baidu, Yahoo, Naver, Yandex, Ecosia. Despite being small in the percentage of market share, with the right strategy, they can give you the additional boost in your traffic that you need.
You don’t need to flood your mind with questions to understand the definition of SEO. Here are the most important topics you need to know about SEO:
- What are the different parts of SEO?
- What are the factors affecting the search engine ranking of the website?
- Are SEO and Content Marketing the same?
- What makes OGNO’s SEO strategy stand out more than what is available in the market?
Let’s get started, shall we…
What Are the Different Parts of SEO?
Generally, SEO can be broken down into 3 different parts:
- On-Page SEO
- Off-Page SEO
- Technical SEO
On-Page SEO will tell the search engine what page can be matched with the search query based on the algorithm used. An algorithm, to put it simply, is the mathematical formula used to analyze various variables that show us what we know as search engine results. Each search engine uses its own algorithm to read your website. Since the reading is not done by a human, but a complex formula – known as spider, your website will be crawled based on the HTML source codes behind it. For the non-programmer audience out there, search engines, like Google, read your page like this <header> …..</header>.
The algorithm will read the content and based on the tag in the code, it will know if the sentence is the main title, heading, or body. This will let the algorithm analyze the flow of the information on that particular page. Next, it will analyze the words, which are called keywords or search terms, regarding the topic being presented on the page.
Technically, using more of the relevant keywords on the page may result in an improvement in the rankings, but as Google is constantly updating their algorithm, focusing more and more on user experience, the technique of keyword stuffing is no longer permitted. This makes keyword research a vital part of On-Page optimization; instead of using one keyword repeatedly, we should focus on a topic and gather relevant keywords and synonyms around it to make sure the page is interesting for the reader.
Three main components of on-page SEO which will attract the users are title, URL and meta description. Meta description is the small preview snippet of your website. By utilizing the right keywords that have good search volumes, you can attract more traffic to click on your webpage. In many search engines, like Google and Bing, all relevant keywords in the meta description that match the search query will be bolded, helping the reader to spot the most relevant results found in their search.
Besides the content on the page itself, the navigation flow also belongs to on-page SEO, such as an easier navigation menu bar or inbound links within your website from one webpage to other pages with more detailed information on a separate topic.
Fun-fact: it is called on-page because any changes on this level will directly affect your webpage and can be seen by your reader.
Off-Page SEO, as indicated by the name, is an optimization technique that takes place externally from your website. Or, simply put: from other domains or websites.
Why is this important? Let’s look at an example: you have a page that has been optimized on-page and is showing in the search query, BUT one of your competitors has the same topic covered with the same SEO score, and Google doesn’t know which one to put above the others in the search result.
How does Google decide which to prioritize? Off-page SEO.
This is where the relevance analysis from the search engine gets broader, by checking the backlinks. Backlinks are the links that live on someone else’s webpage, forwarding their readers to your webpage, because they think it’s relevant for the readers to read what you write too.
The more people who refer to you by linking your webpage on their webpages, the more Google or other search engines see that your webpage has a higher relevance in comparison to your competitors. This technique is also well known as link building, because you actively look for people who write relevant topics to your webpage or write about your website and ask them to link their webpage to you. Link building requires extensive time and effort investment, considering the millions of relevant articles are being published per day.
With the right tool, this can be made easier and even help you to link building relevant articles faster than your competitors who are eyeing the same article. Tips: Always vet and do a proper analysis before link building with any website. If the website with a bad reputation backlink to you, your website may receive a negative score on the SEO which will decrease the ranking position or worse, your page will not rank at all.
Technical SEO accounts for the optimization practices that don’t fall under on-page or off-page. As indicated by the name, it is purely technical and the focus is to help the functionality of your website by improving the user experience of your website’s visitors.
The most common technical SEO issue to consider is page speed. No user likes a long loading period, the way to improve this is by fixing various technical issues of the website. Easy right? Not quite. A deep understanding of web development is needed for this, but if the webpage is significantly faster than the competitors, you will be rewarded with a better ranking position on the search results. This is also known as SERP: Search Engine Ranking Position.
Another important topic in technical SEO is how mobile-friendly your webpage is. This is becoming more and more important the more people are using their mobile devices for search when they aren’t in front of their computers. A good SEO company will make sure that you have this aspect covered through their service. Even though mobile SEO ranking works slightly differently than desktop SEO ranking, it is not impossible to optimize both to get the best rank and capture as much organic traffic as possible.
These 3 major components of Search Engine Optimization (SEO) – on-page, off-page and technical – are crucial in determining your website’s ranking position across the different search engines. Here at OGNO, we make sure that these are all well covered by our specialists. Besides optimization, we will also keep you up-to-date with any changes in the search engines’ algorithms.
What Are the Factors Affecting the Search Engine Ranking of the Website?
Based on the three aspects of SEO outlined above, here are some of the most important search ranking factors that will determine your web page rank on the search query result:
- A secure website that uses https instead of http
- Keyword(s) in your Subdomain
- Relevant Country Top Level Domain
- Optimized content with focus on Keyword in the Title Tag, Meta Description and H1
- High quality content with relevant keywords
- Content Length
- Keyword Density
- Fast page loading speed
- Mobile friendliness
- Boosted relevancy through backlinks
As you can see from the search engine ranking factors listed above, the 2 key factors for getting a good ranking are the keywords and user experience. An investment in SEO Tools, in addition to Google Analytics, which can not only analyze your website but also contribute to keyword research, or relevant trending topics is highly recommended. However, good SEO tools don’t come cheap and it may be too costly for a company who has limited resources.
At OGNO we use only the best SEO tools on the market and are happy to share. Our goal is to make sure we deliver high-quality, always up-to-date, results to help you plan your next traffic-generating content.
Is It the Same as Content Marketing?
Content Marketing is often confused with SEO. Although the correlation is very strong between one to another, they are NOT the same.
Content Marketing is writing that focuses on the topic at hand and how to present the article in an interesting way. Let’s face it, not everybody can write interesting text that keeps the reader engaged for an extended period of time. When you combine SEO + Content Marketing, you’ll ensure a higher ranking position. If the article is both interesting and has an understandable structure with high relevance due to the use of the important keywords to be found during the crawl by search engines, everyone wins. This kind of content is well known as search engine optimized content. OGNO helps by using our keyword research tools and expertise to prepare the skeleton for your next piece of content. This helps to ensure that the content you’re uploading on your website is relevant, informative, interesting and as a result, high ranking.
OGNO’s Unique SEO Strategy
Search engine optimization is a powerful and straightforward marketing channel that covers many areas within your website. That said, the inability to produce an instant result and maintain the constant optimization needed to keep your website climbing up the ranking ladder can be a huge obstacle for companies with limited resources trying to focus on their SEO marketing.
Expecting one single SEO manager to handle all aspects of SEO while tasked with additional important things like creating content such as different blog posts is not ideal and not recommended. But it can be expensive to hire one specialist per aspect. OGNO gets it. We understand the importance of search engine optimization as a long term sustainable traffic generator and we’re here to make sure the investment you make now will be fruitful in the future.
Are you interested in something more than just SEO? Maybe you need an extra traffic boost through social media accounts, search engine pay-per-click, social media paid advertising or even programmatic display banners? Check out OGNO’s Advertising: the extra kick you need for your online traffic to your website.
Consult with our experts on which channels align the best with your marketing strategy and goal.