At the moment, everything happens online. So, perhaps, you’ve decided to quickly set up a website for your business or organization. Or, you’ve decided to revive your existing website. When looking for tips you keep encountering this term “SEO”. What does it stand for? Here, we’ll explain what it means and how to approach it best!
What is SEO?
SEO stands for ‘Search Engine Optimization’. It’s the practice of optimizing your web pages to make them reach a high position in the search results of Google or other search engines. It focuses on improving the rankings in the organic – aka non paid – search results. If you have a website and you want to get more traffic, it should be part of your marketing efforts.
The rankings of these search results are determined by Google’s algorithm. Although Google’s algorithm remains secret, years of experience in SEO have resulted in a pretty good idea about the important ranking factors. In our view, the factors in Google’s algorithm can be divided into two categories:
On-page SEO factors
The ranking of your website is partly decided by on-page factors. On-page SEO factors are all those things you can influence from within your actual website. These factors include technical aspects (e.g. the quality of your code and site speed) and content-related aspects, like the structure of your website or the quality of the copy on your website. These are all the crucial factors.
Off-page SEO factors
In addition to on-page SEO factors, there are off-page SEO factors. These factors include links from other websites, social media attention, and other marketing activities outside your own website. These factors can be rather difficult to influence. The most important of these off-page factors is the number and quality of links pointing towards your site. The more quality, relevant sites that link to your website, the higher your position in Google will be.
Another off-page factor is your competition relating to the niche of your particular business. In some niches, it is much harder to rank than in others. The competitiveness of your market therefore also has a major influence on your chances of ranking.
SEO is the practice of optimizing websites to make them reach a high position in Google’s – or another search engine’s – search results.