SEO is the set of optimization strategies for websites, blogs and web pages that aims to improve its positioning in the organic results of search engines.
It stands for Search Engine Optimization , which means search engine optimization.
Every second, millions of searches are done on search engines – especially on Google, the most widely used search engine in the world.
Users want to answer the most diverse questions in their daily lives, from the best rated hotel for the next trip to explaining the theory of evolution.
In each search, Google tries to organize the contents in a ranking that offers the best answers in the first positions. And the numbers below show that users trust this searcher’s judgment:
The first three organic links receive about 30% of clicks ;
Only 0.78% of users click on a link on the second page of the results.
So each search represents an opportunity for your brand to offer the best answer to what users are looking for.
Thus, you are more likely to gain visibility and clicks, receive more organic traffic and have more results with your online presence.
But, for that, you need to prove to Google that you have the best answer and deserve to appear in the top positions of the SERP (Search Engine Results Page).
And that means not only having the best content, but also offering good usability, gaining market authority and providing Google with a good read of the pages.
That’s what an SEO strategy is all about.
SEO is also part of SEM ( Search Engine Marketing ), which encompasses all types of search engine strategies, including the creation of paid ads and sponsored links.
SEO, in turn, are only organic strategies, which do not involve media buying. Therefore, the increase in return on investment (ROI) and the reduction in the cost of acquiring customers (CAC) are usually the result of SEO.
What are search engines?
Search engines are systems formed by a series of algorithms that have the function of crawling, indexing and ranking the contents of the web to display them in an orderly way in the users’ searches.
They can also be called search engines, search engines, search engines or search engines .
When we talk about search engines, we are talking not only about Google, but also about Bing, Yahoo !, Baidu and other systems. Even YouTube and Pinterest, for example, can be understood as search engines, since they are widely used to find content.
But it is clear that Google stands out among them, with more than 92% share in the search market.
Each mechanism has its mode of operation and its ranking criteria. But the end goal is always the same: to offer the best answers to what the user is looking for.
How do search engines work?
Have you thought about everything Google does every time you type in a search? To display a list of results that answer your question, there is a long process – although it happens in milliseconds!
First, search engines crawl web content. The robots or spiders do this – in the case of Google, called Googlebot . They follow the paths that the links point, in search of new pages and updates.
Then, the crawled pages are indexed. That is, they go to the search engine index, which functions as a large library of web content.
There, the pages are organized according to the information collected in the crawl, such as the page load time and the main keywords.
The crawling and indexing processes happen at all times. Robots are always on hand to find and organize web content . But the order in which they are displayed in users’ searches is defined at the time of ranking.
Ranking occurs every time a user does a search – and that is where SEO efforts are concentrated.
According to the keyword he uses in his search, Google quickly scans his index for pages that match those terms and answers his question.
The ranking, then, is defined by the best keyword match, together with a series of ranking factors that make up the search algorithm.
They serve to offer a better user experience and, consequently, improve the positioning of your pages in search engines.