Chapter 1: What is SEO?
Search engine optimization (SEO) is an online marketing tactic that focuses on increasing your web presence and boosting visibility of your practice’s website in the organic, non-paid areas of online search engines.
Search engines such as Google, Bing and Yahoo! are powerful forces in driving traffic to websites across the Internet. Because there is so much information housed in search engines, websites can get lost in the cracks or buried below other results. SEO helps to push your website to the top of applicable search results and ultimately increase attention around your services and offerings.
SEO encompasses various tactics, methodologies and strategies, all geared toward improving your website’s rankings, driving traffic to your website, and gaining leverage across search engines.
In its most simplified state, SEO takes into account these three aspects: • The quality of traffic visiting your website • The quantity of traffic visiting your website • The organic listings for which your website is appearing
There are many influencing factors to SEO, including, but not limited to: • The content on each page of your website • The external links (those not on your website) that are connected to your website • The structure of your website and ability for search engines to understand it • Alternative text for when search engines cannot read the images on your website • Blog entries • Online directories
Search engines are constantly switching up their algorithms, which makes keeping up on “SEO Best Practices” a full-time job.