SEO, What It Is, and Why It’s Important for Ranking

SEO is a branch of digital marketing, short for Search Engine Optimization. Its purpose is to improve the position of web pages in the organic (non-paid) search results of search engines. The most famous and widely used search engine in the world is Google, so the majority of SEO activities focus on studying Google’s algorithms.

When you type a query into Google, it returns millions of results in a matter of seconds, but what happens in this tiny timeframe is actually a highly complex process based on specific algorithms created to identify the best, most relevant content to match the user’s search. Thanks to these powerful algorithms, the results are organized so that the most relevant and important ones are displayed first.

But how do you climb the SERP (Search Engine Results Page)? By optimizing your content to align with the rules set by Google’s algorithms. SEO encompasses all the practices that increase the visibility of a website, helping it rise in the search engine rankings, with Google being the primary focus.

How to Do SEO

SEO can be divided into on-page and off-page techniques. On-page SEO involves optimizing the website itself and includes actions taken directly on the site, such as working on the text, HTML code, and site structure. When it comes to text, keyword research is essential, aiming to identify the terms most commonly used by users related to a specific topic.

Another ranking factor is the title tag, which should include the main keyword related to the main topic. To optimize it effectively, it should be no longer than 55 characters, including spaces. It’s also important to fill in the Meta Description, which represents a small excerpt of the web page’s content. Header tags (H1, H2, H3) are still considered one of the factors Google takes into account to understand the content of a page. Another good on-page SEO practice is to include internal links, connecting pages and articles within the site.

After working on on-page SEO, attention should be turned to off-page SEO, which involves actions taken outside the website to improve its ranking. The central strategy for off-page optimization is link building. Link building aims to increase the number of inbound links to the site, known as backlinks. The more backlinks a site receives from relevant sites, the more authoritative it is considered by search engines.

Among the most effective link building activities are various strategies, including guest posting, where a person offers or is invited to publish a post on other colleagues’ blogs. This way, even though the backlink is artificial, it’s placed in relevant and high-quality content, making it a good practice. Equally important is sharing your articles on social media channels, which, while not a direct ranking factor, can still accelerate the technical indexing process.